Archive for the ‘Research’ Category
Thursday, June 12th, 2008 |
Cell Phones Still Hot; More Mobile Advertising Proposed
Although a new Harris Interactive study reveals that over one-third of consumers say the dire economy will not affect their spending habits, the 60 percent of consumers who will limit their discretionary spending will curtail going out to restaurants (74 percent) and limit their purchase of electronics (71 percent). 41 percent of consumers, however, have no plans to stop or cut-back on the purchase of cell phones, making it an increasingly viable advertising channel.
To many, it seems the use of mobile phones has become an indispensable part of their lives. People are actually severing ties to land lines with increasing frequency. According to a new study from the National Center for Health Statistics, notes the report, 16 percent of U.S. homes are using wireless phones exclusively (more…)
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Wednesday, May 21st, 2008 |
According to a new analysis from Scarborough Research, six percent of all consumers are classified as Digital Savvy nationally, but Austin (TX) adults are almost twice as likely as the national average to be in this leading edge consumer segment. Las Vegas, NV, Sacramento and San Diego are also leading Digital Savvy cities, with 10 percent of their residents having this higher level of technological orientation and adoption.
Eighteen hi-tech consumer behaviors and purchasing patterns were identified and isolated within the national study. These behaviors included household ownership of certain hi-tech items, consumer likelihood to engage in certain Web 2.0 behaviors, and usage of leading-edge cellular device features. Those who satisfied eight or more of them were classified as “Digital Savvy.” (more…)
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Monday, April 21st, 2008 |
What’s A Blogger?
Bloggers are younger and higher percentages are Hispanic & African American than the general population. A higher percentage of Democrats than of Republicans are blogging.
Now that Blogging might better be called a market segment rather than a market niche, it’s useful with regard to positioning the marketing message to understand what a Blogger looks like, as distinguished from the rest of the population. According to the BIGresearch Simultaneous Media Survey, 26% of all adults say they regularly or occasionally blog. Of those:
- 53.7% are male
- 44.7% are married
- 28.4% hold a professional or managerial position
- 10.4% are students.
Bloggers tend to be younger, averaging 37.6 years old, compared to 44.8 for adults 18+ (the “general population”). Ethnically:
- 69.7% of Bloggers are White/Caucasian (vs. 76.1%)
- 12.2% are African American/Black (vs. 11.4%)
- 3.7% are Asian (vs. 2.0%)
- 20% of Bloggers are Hispanic, compared to 14.8% of adults 18+
(more…)
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Friday, March 28th, 2008 |
From Kenradio.com
Spending on alternative media in the US jumped 22% from 2006 levels to reach $73.43 billion in 2007, and that rapid growth is expected to continue in 2008 despite a slowing economy. Alternative media, including 18 digital and non-traditional media segments, accounted for 16.1% of total advertising and marketing spending in 2007, up from only 7.9% in 2002 , according to a new report from PQ Media. By 2012, we anticipate one out of every four dollars spent on advertising and marketing will be earmarked for alternative media. Alternative media spending grew at a compound annual rate of 21.7% from 2002 to 2007. (more…)
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Wednesday, February 27th, 2008 |
Authored by Guy Kawasaki This piece was originally published on Guy’s blog How to Change the World Guy’s bio can be viewed here.
Avenue A Razorfish released the 2008 Digital Outlook Report yesterday. The purpose of the report is to help Avenue A’s clients understand consumer behavior in the digital space. In the report experts cover topics such as media spending, mobile web usage, social influence marketing, the state of search, and behavior targeting. Here are some tidbits from the report:
(more…)
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Saturday, January 26th, 2008 |
According to the Pew Internet & American Life Project, 48% of internet users have been to video-sharing sites such as YouTube, and the daily traffic to such sites on a typical day has doubled in the past year. The basic findings in a national phone survey show:
- In December 2006, 33% of internet users said they had ever visited such sites. That represents growth of more than 45% year-to-year.
- 15% of respondents said they had used a video-sharing site the day before they were contacted for the survey. A year ago, only 8% had visited such a site the previous day.
Though YouTube usage generally increased in 2007, according to Harris Interactive, reports eMarketer, a solid majority of YouTube users surveyed said they had visited only once or a few times.David Hallerman, senior analyst at eMarketer, concluded “The fact that younger Internet users are far more likely to be regular visitors to video-sharing sites points to a fork in the road… marketers looking to target the under-30 demographic can more reliably find them on these video sites… (while) TV broadcast and cable networks… (can) bulk up their online offerings…”
View PDF of report here.
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Saturday, January 26th, 2008 |
From Kenradio.com
Mobile instant-messaging (IM) is growing among IM users, especially teens, according to a new survey by AP, which found that 25% of respondents send IMs from their cell phones, including 32% teens. The proliferation of cell phones with full keyboards has made it easier to send mobile instant messages; also, the major instant messaging services let users have their instant messages forwarded directly to their cell phones; moreover, IM users are instant-messaging from within their social-networking profiles. Instant messaging is popular not only at home and on-the-go but also at the workplace: 27% users say they use instant messaging at work, and half of at-work IM users say that instant messaging makes them more productive at work - a 25% increase over last year. The most-popular IM service was AOL’s, cited by 54% of teens and adults surveyed; next were Yahoo’s with 41% and Windows Messenger with 35%; MySpace IM was cited by 15% (23% of teens).
70% and 24% send more instant messages than emails.
* Multitasking remains very popular, as IM users tend to engage in multiple online activities while sending instant messages
* Checking email is the most popular activity among eight in ten adult and teen IM users.
* After email, adult IM users most often conduct online searches (49%), while teens say they like to research homework assignments online (57%).
* 79% at-work IM users say they have used instant messaging in the office to take care of personal matters; and 19% of IM users say they send more instant messages than emails to their co-workers and colleagues.
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Tuesday, January 1st, 2008 |
NEW YORK: Findings from State of the Media Democracy, a new-media survey by Deloitte & Touche, were leaked late last week to The Hollywood Reporter. The data, which will not become officially available until next month, underscore the rise and rise of online media platforms.
Based on an online sample of 2,081 people during the last week of October, the study shows that 38% of respondents watch TV online; 36% use their cellphones as an entertainment source; and 45% create online content such as websites, music, videos and blogs.
But it is the pace of growth that astonishes. In a similar survey conducted only eight months earlier, usage of cellphones as entertainment devices was just 24% - a leap of fifty percentage points.
And there are marked variances by age group.
The current figure rose to 62% among millennials [those in the 13-24 age group] compared to 46% in the earlier study. While among Generation X consumers [age group 25-41], the number grew to from 29% to 47%.
Viewers of TV online rose in similarly spectacular fashion - from 23% in the previous study to 38% - of whom a majority (69%) said they watched or listened to consumer-generated content.
Other key findings reveal that . . .
- 54% of consumers said they socialize via networking sites, chat rooms or message boards, and 45% said they maintain a profile on a social network.
- 85% of consumers still find TV advertising to have the most impact on their buying habits, although online ads come second best with 65% saying they have the most impact, ahead of magazines at 63%.
- On the web, search engine result ads are the most effective, gaining 78% of the vote, followed by interactive ads (62%), banners (60%), pre-rolls (31%), post-rolls (19%) and embedded ads (17%).
- 67% of consumers said they would willingly be exposed to more online ads if they could receive free content they found valuable; but 65% opined that any type of internet ad was more intrusive than ads in newspapers and magazines. 37% said they would rather pay for online content than be exposed to advertisements.
- 59% said they pay greater attention to magazine ads than any type of internet advertising, and 55% said they pay greater attention to newspaper ads.
Advises Ken August, vice chairman of Deloitte’s media and entertainment practice: “For advertisers one of the conclusions is you don’t make decisions to advertise either on television or the internet when you want to hit all the demographics, but rather you need to have a multiplatform strategy.
“It shouldn’t be an ‘either/or’ proposition.”
Data sourced from AdWeek (USA); additional content by WARC staff, 31 December 2007
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Saturday, December 29th, 2007 |
The Nielsen Company announced some of the findings of an in-depth study, “Kids on the Go: Mobile Usage by U.S. Teens and Tweens,” on the mobile media and cross media behavior of U.S. “tweens” (ages 8-12), finding that 5% of tweens access the Internet over their phone each month.
While 41% of tween mobile Internet users say they do so while commuting or traveling (to school, for example), mobile content such as the Internet is also a social medium for this audience. 26% of tween mobile Internet users say they access the web while at a friend’s house and 17% say they do so at social events.
The report estimates that:
- 35% of tweens own a mobile phone
- 20% of tweens have used text messaging
- 21% of tweens have used ring & answer tones
According to the report, young mobile users are also turning to their phones for in-home entertainment:
- 58% of tweens who download or watch TV on their phone do so at home
- 64% of tweens who download or play music on their phone do so at home
- 56% of tweens who access the Internet on their phone do so at home
While text-messaging and ringtones remain the most pervasive non-voice functions on the phone, says the report, other content such as downloaded wallpapers, music, games and Internet access also rank highly among tweens.
Jeff Herrmann, VP of Mobile Media for Nielsen Mobile, says “… Marketers and media executives need to understand these ‘digital natives’ as they mature and reshape the way we all think about new and traditional media.”
Nielsen reports that tweens spend less time surfing the Internet than their teen counterparts. In this report, 48% of U.S. tweens said they spend less than one hour per day online. When they are online, 70% of tweens use the Internet for gaming. Comparatively, 81% of U.S. teens say they spend one hour or more per day online, with e-mail being the most pervasive online activity for this age group.
“In addition to the differences between adult and youth media consumers, there’s an important gap between the media behaviors of teens and tweens,” concludes Herrmann.
For access to the full report, please visit Nielsenmobile here.
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Wednesday, December 19th, 2007 |
Mobile users as walking production studios. User-generated and shared content will account for one-quarter of the world’s entertainment within five years, according to Nokia’s “A Glimpse of the Next Episode” report, conducted by The Future Laboratory.
Nokia said that nearly three out of 10 tech-savvy mobile users ages 16 to 35 blogged, and nearly as many used social networking sites. The company also said that these early adopters consumed a lot of entertainment on their mobile phones.
As a result, argues Nokia, mobile users are poised to consume more user-generated entertainment on their handsets in the future.
“From our research we predict that up to a quarter of the entertainment being consumed in five years will be what we call ‘circular,’” said Mark Selby, vice president at Nokia.”The content keeps circulating between friends, who may or may not be geographically close, and becomes part of the group’s entertainment.”
Some efforts to encourage and facilitate mobile content creation and delivery are already underway.
MySpace is now available to Helio and Cingular customers in the US, according to a February 15, 2007, article in Digital Music News. In Europe, O2 has launched a YouTube-styled video-uploading service called LookAtMe, which shares revenue with its customers for any user-generated content clips that are downloaded and purchased.
As with services like photo messaging, user-generated content and social networking applications are more widespread in Europe than in the US, according to an M:Metrics study published in December 2006.
Young consumers are leading the way on mobile user-generated content, both in the US and Europe, according to the same M:Metrics research.
Learn about the opportunities and threats presented by user-generated content. Get your copy of eMarketer’s User-Generated Content: Will Web 2.0 Pay Its Way? report today.
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Sunday, December 16th, 2007 |
Online identity management and search in the age of transparency
Pew Report | Mary Madden Susannah Fox Aaron Smith Jessica Vitak
Internet users are becoming more aware of their digital footprint; 47% have searched for information about themselves online, up from just 22% five years ago. However, few monitor their online presence with great regularity. Just 3% of self-searchers report that they make a regular habit of it and 74% have checked up on their digital footprints only once or twice.
Indeed, most internet users are not concerned about the amount of information available about them online, and most do not take steps to limit that information. Fully 60% of internet users say they are not worried about how much information is available about them online. Similarly, the majority of online adults (61%) do not feel compelled to limit the amount of information that can be found about them online.
In addition to providing national telephone survey data, this report includes quotes from online survey respondents as well as experts in the fields of privacy, online identity management and search.
View PDF of Report
View PDF of Questionnaire
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Wednesday, September 26th, 2007 |
Cell phones and the internet are becoming more and more an essential part of our daily lives. So essential, in fact, that the majority of 1,011 people when asked how long they would feel OK without online access, 15% of respondents said just a day or less. 21% said a couple of days and another 19% said a few days. Only a fifth more said they could go for a week. Men were more likely to say they could not go without the internet with 59% choosing one of the three options above; vs. 50% of women. Response did not vary significantly among age groups. Similarly 48% of respondents agreed that, “If I cannot access the Internet when I want to, I feel like something important is missing.”
Some other trends discovered in the survey results:
More than a quarter of respondents (28%) admit they spend less time socializing face-to-face with peers because of the amount of time spent online or otherwise occupied with their gadgets-a full 20% said they’re spending less time having sex.
Cell phones win out over television in a question asking which device people couldn’t go without. The internet, however, trumps all and is regarded as the most necessary.
Almost three-quarters agree that they now shop differently, and two-fifths say more of their spending is moving online: 73% agree that “The Internet has changed the way I shop.” 42% overall and 45% of under-35s agree that “My spending is moving more and more from offline to online.”
Teens and baby boomers are side by side in cyberspace - nearly half of those surveyed over 55 years old say that they live at least some of their life online. The same percentage of those under 35 agree. However, what’s dividing the generations is where, not how often.
Other findings from the survey:
“Digital” is an essential component of life for a majority of respondents: Almost equal percentages of men and women (60% vs. 58%) agree that “Digital technology is an essential part of how I live.” Agreement declines with age, from 66% of the youngest cohort down to 57% of the middle cohort and 49% of the oldest.
Specifically, the cell phone is essential to a significant minority of younger people: Overall, 31% agree that “My cell phone is an extension of me,” with women slightly more likely to agree (31% vs. 29% of men). Agreement declines steeply through the age cohorts, from 43% down to 26% and 14%.
Digital Cameras
Women are slightly more likely to own a digital camera: Two-thirds of men say they own a standalone digital camera (that is, a camera not built into a cell phone), compared with almost three-quarters of women (74%).
Gaming Consoles
Notably, women are slightly more likely to own a gaming console: As many as 44% of women say they own a gaming console such as Wii, Xbox or PlayStation, compared with 39% of men. Not surprisingly, the under-35 cohort is significantly more likely to own a gaming console: 59% vs. 40% of the middle cohort and 11% of the over-55s.
MP3-like Players
About a third own personal audio players: Overall, 34% own an iPod or other personal audio player, with men slightly more likely than women to own one (36% vs. 33%). The youngest cohort is more than twice as likely as the oldest cohort to own a personal audio player: 49% vs. 30% of the middle cohort and 15% of the over-55s.
WiFi
Men and under-35s are most likely to use WiFi networking at home: A quarter of respondents said they have WiFi at home, 30% of men and 22% of women. Almost a third (32%) of the under-35s use WiFi at home compared with 23% of the middle cohort and 19% of the 55-plus respondents.
PVR’s
Personal video recorders lag among the oldest cohort: About a quarter of respondents (24%) use TiVo or similar devices; the gender difference is negligible (24% of men vs. 23% of women). Again, usage skews younger, dropping from 27% to 24% to 16%.
Search
Basic search is most popular: Sites like Google and Yahoo are the most frequently accessed, with a mean of 8.8 on a scale where 10 equals “all the time” and 1 equals “almost never”; usage is slightly higher among women than men (8.9 vs. 8.5).
E-Mail
E-mail is close behind: E-mail based on one’s computer scores a mean of 8.4, with usage slightly higher among women (8.5 vs. 8.3). With a mean of 6.7, online e-mail such as Hotmail or Gmail is next down the frequency scale by some margin; usage remains slightly higher among women (6.8 vs. 6.5). The younger age cohorts are more likely to use Web-based e-mail services: the under-35 set scores a mean of 7.7 vs. 6.3 for the middle cohort and 5.5 for the 55-plus group. Accordingly, computer-based e-mail usage rises among the age cohorts, from 7.5 to 8.9 to 9.2.
Social Networking
Social networking sites score well behind a range of other sites: Facebook, MySpace and other social networking sites score a mean of 4.4, behind seven other categories of sites, including branded all-in-one-place home pages like MyYahoo or iGoogle (6.2), personal-interest specialty sites/communities (e.g., sports, music, photography, technology) (5.8) and online newspapers/magazines (5.8).
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Tuesday, September 11th, 2007 |
According to the just released Deloitte’s study on Media & Entertainment practice, looking at how American consumers between 13 and 75 years of age are using media and technology today, Millennials (13-24) are leading the way, embracing new technologies, games, entertainment platforms, user-generated content and communication tools. Data from the survey show that user-generated content is in tremendous demand across the generations, with 51% of all consumers watching and/or reading content created by others.
| Deloitte’s State of the Media Democracy Survey |
| |
Approx 2007 population |
| Millennials (ages 13-24), |
48 million
|
| Generation X or “Xers” (25-41) |
60 million
|
| Baby Boomers (42-60) |
80 million
|
| Matures (61-75) |
30 million
|
| Source: Deloitte, September 2007 |
Some key highlights of the findings include:
- 51% of all consumers are watching/reading personal content created by others; the number jumps to 71% for Millennials
- 55% of Millennials and 42% of Xers read blogs
- 62% of Millennials and 41% of Xers watch YouTube or other video streaming sites
- 40% of all consumers are creating their own entertainment, such as editing movies, music and photos.
- 56% Millennials are creating their own entertainment
- 25% of Matures report creating their own entertainment
(more…)
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Sunday, July 8th, 2007 |
Online video activities are outpacing the growth in popularity of other digital media, while social networking is quickly becoming the dominant online behavior globally according to a new study by Ipsos. Over the past few years, the growth of digital music behaviors, particularly downloading music files online and burning CD-r’s, introduced millions of Internet users globally to the virtues of the digital medium, blazing a path for other entertainment media to follow. At the end of 2006, it appears that online video activities seemingly have taken over the torch as the driving force in the next stage of digital media’s growth, having a profound impact on the way consumers access and view video content around the world. Participation in online video activities is climbing quickly in many developed markets of the world. Growth in these behaviors was most prevalent within the U.S., where today well over one-third of recent Internet users (36%) have watched a TV show or other video stream online, compared to 28% at the end of 2005, while three-quarters of these adults have done so in the past 30 days.
In markets such as the U.S., where homes are saturated with televisions and DVD players, video content is a predominant part of consumers’ daily lives. Increasing penetration of broadband access and PC ownership globally signals that the PC will begin to really assert itself as a ‘second screen’ within the household.
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Wednesday, March 14th, 2007 |
Guy Kawasaki posted this recently published report from Avenue A Razorfish entitled 2007 Digital Outlook Report (6230.6K). The report examines trends in the way consumers, publishers, and advertisers employ digital media to have a conversation with each other.
It’s very useful reading for anyone involved with digital media, so check it out.
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