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Performics: Life on Demand
Performics: Life on Demand
Performics: Life on Demand
Performics: Life on Demand
Performics: Life on Demand
Performics: Life on Demand
Performics: Life on Demand
Performics: Life on Demand
Performics: Life on Demand
Performics: Life on Demand
Performics: Life on Demand
Performics: Life on Demand
Performics: Life on Demand
Performics: Life on Demand
Performics: Life on Demand
Performics: Life on Demand
Performics: Life on Demand
Performics: Life on Demand
Performics: Life on Demand
Performics: Life on Demand
Performics: Life on Demand
Performics: Life on Demand
Performics: Life on Demand
Performics: Life on Demand
Performics: Life on Demand
Performics: Life on Demand
Performics: Life on Demand
Performics: Life on Demand
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Performics: Life on Demand

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  • 1. © 2012. All rights reserved. ROI Research Inc.1Life on Demand:Participant Behavior and Social Engagement
  • 2. © 2012. All rights reserved. ROI Research Inc.2With which of the following social networking sites do you have an account?(Check all that apply)Active Social Network AccountsQ3 All respondents were screened to insure daily visitation to at least one social network. Nearly allrespondents have a Facebook account, and over half have a YouTube account. In looking at the total number of accounts, the sample breaks relatively evenly between those having asingle account, two accounts, three accounts, and four+ accounts.N=1,96117%23%38%42%57%94%24%24%24%28%Total Number of Accounts (6 Max)4+3 21
  • 3. © 2012. All rights reserved. ROI Research Inc.30%20%40%60%80%100%MomsOther ♀DadsOther ♂Women more likely tohave a Facebook accountPinterest, also morepopular among womenDads significantly morelikely than all others tohave YouTube andTwitter accountsGoogle+ morepopular amongparentsQ3N=1,961Active Social Network AccountsWith which of the following social networking sites do you have an account?(Check all that apply)
  • 4. © 2012. All rights reserved. ROI Research Inc.4Who are the daily users? 95% visit at least once a day Women more likely to visit daily 54% visit at least once a day Daily visitors most likely to be age 30-49 Parents, especially dads more likely to visit daily 34% visit at least once a day Men more likely to visit daily Parents more likely to visit daily 65% visit at least once a day Men and parents more likely to visit daily Daily visitors most likely to be age 18-29 61% visit at least once a day Men more likely to visit daily Daily visitors most likely to be age 18-49 52% visit at least once a day Daily visitors most likely to be age 50+ Men more likely to visit daily71%55%48% 46%There is likely confusionamong the 50+ groupbetween Google+ and Google.** Statistically higher than other menand non-momsN Varies by Network (Have an active account)
  • 5. © 2012. All rights reserved. ROI Research Inc.5Use Network > Once a Day71% 42% 34% 33% 16%Über UsersN Varies by Network (Have an active account)51%25%15%5%2%2%OneTwoThreeFourFiveSixTotal # of Networks VisitedOnce a Day or More22%45%20%9%2%1%1%NoneOneTwoThreeFourFiveSixTotal # of Networks VisitedMore than Once a DayÜber UsersHalf of sample is primarilyFacebook-only people
  • 6. © 2012. All rights reserved. ROI Research Inc.6Social Network Usage
  • 7. © 2012. All rights reserved. ROI Research Inc.7How often do you post each of the following on social network sites?Posting on Social NetworksQ13, Q1454%32%31%30%26%18%15%Status updatesJokes/cartoons/memesLinks to articlesPictures I tookPictures other people tookVideos other people createdVideos I createdN=1,961Post once a week or more:Change from last yearInc Dec30% 16%28% 11%29% 11%31% 17%23% 12%18% 12%18% 13%No Ch54%61%60%52%65%70%69% Women are more likely to post statusupdates and men are more likely to postjokes, links and videos Über users are very active posters andhave increases for all types of content In general, younger respondents aremore likely than older respondents topost most types of content Compared to moms and other men andwomen, dads are the most activeposters across most types of posts Dads are also more likely to reportincreased posting for several types ofcontent
  • 8. © 2012. All rights reserved. ROI Research Inc.8Which of the following, that your friends post, do you enjoy the most?Preferences for Things Other People PostQ1735%26%18%8%6%3%3%Pictures they tookStatus updatesJokes/cartoons/memesPictures other people tookLinks to articlesVideos they createdVideos other people createdN=1,961 Women are more likely to want to seepictures, while men prefer jokes, linksand videos Older respondents are more likely toenjoy pictures and links, while youngerusers prefer status updates and jokes
  • 9. © 2012. All rights reserved. ROI Research Inc.9When you post something on a socialnetwork site, how quickly do you expectpeople to respond (e.g., comment, like, share)?Response to Social Network PostsIf people don’t respond in the timeframe you expect, how do you feel?Of those who felt emotion:Q15, Q16 One in four respondents don’t expect any response to their posts, and that is especially true for those age 50+(40%). Parents, especially moms, and younger respondents generally expect quick response to their posts. The majority of respondents are indifferent when people don’t respond to their posts. Über users are more likely to expect a quick response, and more likely to feel annoyed, sad, hurt, and angrywhen people don’t respond.N=1,96141%22%12%25%Within an hourOne to six hoursMore than six hoursI dont expect a response12%Annoyed49%Hurt Angry29%Sad39%
  • 10. © 2012. All rights reserved. ROI Research Inc.10Q18, Q19Changing Communication Patterns Social networks are having a dramatic impact on how people communicate with each other. For over halfof respondents social networks are the preferred means for communicating with distant friends, and one inthree respondents prefer social networks for communicating with close friends. Clearly, people are spending less time on the phone and emailing, as they opt to stay in touch with othersvia social networks.I would rather talk to distant friends viasocial networking than traditional modes 52%I spend less time emailing because Icommunicate via social networks 50%I spend less time on the phone because Icommunicate via social networks 48%I am more comfortable engaging withpeople online than in person 40%I would rather talk to close friends viasocial networking than traditional modes 30%How much do you agree or disagree with each of the following statements?(Summary top 2 box – five point scale) Women, and especially moms, are morelikely than men to spend less time onthe phone and emailing because ofsocial networks In general, younger age groups aremore likely to agree with eachstatement Über users are significantly more likelyto agree with all statementsN=1,961
  • 11. © 2012. All rights reserved. ROI Research Inc.11Which types of companies and/or productsdo you “like” or follow on social networks?Interacting with Companies/Brands on Social NetworksQ2148%43%43%37%35%32%30%24%24%24%22%22%22%22%19%17%12%10%10%20%Entertainment relatedRestaurantsFoodCelebritiesApparelSports relatedElectronicsAlcoholic beveragesNon-alcoholic beveragesMagazines/NewspapersAutomobilesPersonal care productsHousehold productsTravelEducational institutionsTelecommunicationsFinancial service companiesPharmaceuticalAppliancesNone of the aboveN=1,961 In general, women (particularly moms) are morelikely to follow companies on social networksites, and that is true for 11 of the 19 categorieslisted, including entertainment, restaurants,food, celebrities, and apparel Men are more likely to follow sports, electronics,automobile, and finance companies In general, younger respondents are more likelyto follow companies/brands Über users are significantly more likely to followall categories listedTotal Moms Other ♀ Dads Other ♂ Über Users4.98 6.15 4.88 4.83 4.18 6.41Average number of categories “Liked”:
  • 12. © 2012. All rights reserved. ROI Research Inc.1220%12%12%10%27%19%20%15%34%43%41%42%20%25%27%33%An advertisement on the social networkNews feedThe brands page on the social networkA "repost" from a friendNot at allNot verySomewhatVeryHow likely are you to respond to an offer from a brand ona social networking site, in each of the following locations?Responding to Company/Brand OffersQ22N=1,571 (People who “like”/follow companies/products)Total Moms Other ♀ Dads Other ♂ Über Users46% 51% 38% 54% 42% 55%% Very/Extremely Likely to Respond to at Least One Type of Offer Respondents are most likely to respond to brand offers when they have been reposted by a friend –one-third of respondents are very/extremely likely to do so. Ads are the least likely to elicit a response. Nearly half of respondents are very/extremely likely to respond to at least one of the ad locations listed,with parents and Über users more likely to do so.
  • 13. © 2012. All rights reserved. ROI Research Inc.13How likely are you to engage with each of the followingtypes of posts when they come from a brand you “like” or follow?(Summary top 2 box – five point scale)Engaging with Company/Brand ContentQ2344%40%37%36%35%PicturesStatus updatesVideosJokes/cartoons/memesLinks to articles People are most likely to respond to brand posts involving pictures or status updates,although response is relatively consistent across types of content.N=1,571 (People who “like”/follow companies/products) Women are more likely to respond to pictures,and men are more likely to respond to videos Parents and Über users are significantly morelikely to respond to all types of posts
  • 14. © 2012. All rights reserved. ROI Research Inc.14What causes you to “like” a company/brand/product? (Check all that apply)Why People Choose to “Like” or Follow a Company/BrandQ2459%45%38%38%29%27%26%23%18%I shop there/purchase productI hope to have insider knowledge/special dealsI read about it/want to keep tabs on itI want to be the first to know about newproducts/locations from this companyI like to read company/brand postsI want to be associated with the brandI like having a direct relationship withcompanies/brandsMy friends like itI work there or know someone who does Respondents “like” a brand/company because its something they buy or where they shop.Being notified about deals, new products, and other company news are also important.N=1,571 (People who “like”/follow companies/products)WomenWomenWomen, Parents, Über UsersMen, Über UsersParents, Über UsersÜber UsersÜber UsersÜber Users
  • 15. © 2012. All rights reserved. ROI Research Inc.15How concerned are you about privacy on social networks?Privacy on Social NetworksQ2522%21%38%13%5%Extremely concernedVery concernedSomewhat concernedNot very concernedNot at all concerned There is relatively high concern about privacy on social networks, and it is consistent acrossdemographic and behavioral groups, with the lone exception that older respondents are morelikely to be concerned.N=1,961
  • 16. © 2012. All rights reserved. ROI Research Inc.16How much do you agree or disagree with each of the following statements?(Summary top 2 box – five point scale)Knowledge and Use of Privacy and Account SettingsQ2873%68%61%56%50%40%I have adjusted my privacy settings in FacebookI am knowledgeable about the privacy settings in FacebookI restrict all of my Facebook profile and posts forprivate/friend viewing onlyI avoid using applications on social networks because I’mconcerned about giving access to my personal informationI tend to hide posts that are generated by an application(e.g., updates or scores from games)I separate people into groups on my social networks basedon what personal information I want them to see In general, respondents are knowledgeable about Facebook privacy settings and are active in makingadjustments to their account. Women are significantly more likely than men to be knowledgeable aboutprivacy settings, and to take steps to make adjustments. Not surprisingly, Über users are far more likely to be savvy with regard to privacy and account settings. Older respondents are more likely to avoid using apps through social networks.N=1,961
  • 17. © 2012. All rights reserved. ROI Research Inc.17How often do you login toother sites using a social account?Using Social Network Login Credentials on Other SitesWhich do you use mostfor signing into other sites?Q26, Q27 A total of 22% of respondents login to other accounts with a social network account either frequently oralways, and over half do so at least occasionally. Women, younger respondents, and parents are more likely login to other sites using a social network loginfrequently/always Facebook Connect is by far the primary way users login to other accounts.N=1,961 / N=594 (Facebook/Twitter users whologin to other sites using account)6%16%32%26%20%AlwaysFrequentlyOccasionallyRarelyNever84% 8%NoPref.8%
  • 18. © 2012. All rights reserved. ROI Research Inc.18Device and Channel Usage
  • 19. © 2012. All rights reserved. ROI Research Inc.19Current mobile phone is:Mobile Phone UsageQ563%30%7%Smartphone Standard phone NoneN=1,96147%34%10%9%N=1,237% Smartphone users:76%63%36%78%69%57% 54% At 63%, smartphone penetration for the entire sampleof active social network users is higher than thegeneral population. Smartphone use is highest among the younger agegroups, and also among those with children in thehousehold. Dads are significantly more likely than other men andwomen to own a smartphone.More likely to own smartphone: Tablet users (82% vs. 50%) Über users (77% vs. 56%) Those w/ kids in HH (73% vs. 56%) Women more likely than men toown an Android (32% vs. 27%)Of those…
  • 20. © 2012. All rights reserved. ROI Research Inc.2042%Own a TabletTablet UsageQ6N=1,961N=81348%41%26%Note: Of the 813 respondents who own a tablet,19% (N=154) own more than one.Of those…More likely to own a tablet: 18-29 and 30-49 year olds (56%, 53%vs. 28%) Smartphone users (54% vs. 20%) Über users (55% vs. 35%) Those w/ kids in HH (53% vs. 33%) Dads (60% vs. 47%, 34%, 31%) Men more likely than women to ownan iPad (23% vs. 16%)
  • 21. © 2012. All rights reserved. ROI Research Inc.21Social Media Access by DeviceComputerMobile PhoneTabletGame ConsoleAccess SN sitesat least daily91%53%21%14%Those who access daily+are more likely to be: Older No smartphone No kids in HH Über users Women Younger Have kids in HH Über usersQ7 Men Younger Have kids in HH Dads Über users Men Younger Dads Über usersN=1,961
  • 22. © 2012. All rights reserved. ROI Research Inc.22Internet (via PC) TelevisionMobile Phone(Excluding calls & texts) Radio20.7 17.0 7.6 5.9Magazines1.6In an average week, how many hours would youestimate you spend with each of the following types of media?Q8Tablet2.6Media Consumption – Average Hours Per WeekNewspapers1.5Gaming System4.5N=1,961Total:Über Users: 22.2 16.6 11.4 6.2Total:Über Users: 6.3 4.1 2.1 1.8 Women spend 9.4 hours per week on their mobile phone, compared to 5.8 hours for men. At 3.2 hours,dads log the most hours per week on tablets.
  • 23. © 2012. All rights reserved. ROI Research Inc.23ComputerMobile PhoneTabletGame ConsoleRadioMagazinesNewspapersDecreasedHow has the amount of time you spend with each ofthe following types of media changed over the past year?Increased Decreased Increased7%9%9%21%55%43%23%22%23%26%26%20%13%10%TV21% 30%Media Consumption – Year to Year ChangesQ9 Women are more likely to report an increase in time spent on a mobile phone, and men (particularly dads)are more likely to report an increase in use of tablets.N=1,961
  • 24. © 2012. All rights reserved. ROI Research Inc.24TV, Movie, & Video Viewing by DeviceComputerTabletOnce a Week+55%21%How often do you view TV shows, movies, or videos on each of the following?More likely to watch video on devices other than TV: Men Younger respondents Those w/ kids in HH Dads Über usersGame Console29%Mobile Phone27%Q10N=1,961
  • 25. © 2012. All rights reserved. ROI Research Inc.25How much do you agree or disagree with each of the followingstatements about the ads you see while watching videos online?(Summary top 2 box – five point scale)Attitudes About Online Video AdsQ11N=1,653 (Watch videos online)I like when ads display a countdown until I can close the ad, or when myprogramming will begin66%I prefer when I see a variety of ads, instead of a single ad multiple times 62%The ads I see are relevant to me 30%I’d be willing to allow streaming videosources to use my social networkinginfo to provide relevant ads30%When ads are shown, I usuallyview the entire ad, even if I havethe ability to close it28%43%31% 27% 23%38%28% 26%20%
  • 26. © 2012. All rights reserved. ROI Research Inc.26Preferred Content FormatsQ12N=1,961PicturesGamesMoviesRecipesHome videosTelevisionRadioCalendarsNewspapersCheck listsMagazinesBusiness cardsWhen both streaming/digital and traditional/offline formats areavailable, how would you prefer to access each of the following?Traditional/Offline34%30%44%36%42%52%47%47%49%43%55%46%Streaming/Digital56%52%47%46%42%41%40%36%32%27%25%15% In all cases, smartphone & tablet users aremore likely than non-users to preferdigital content Über users are also more likely to preferdigital content for all categories otherthan recipes In general, younger respondents are morelikely than older respondents to preferdigital content For organizational tools like calendars andcheck lists, women are more likely thanmen to prefer traditional/offline tools
  • 27. © 2012. All rights reserved. ROI Research Inc.27Social Network Active Account MakeupQ3N=1,961Single Account(N=468)87%7%4%1%1%< 1%Two Accounts(N=477)93%43%19%12%12%14%
  • 28. © 2012. All rights reserved. ROI Research Inc.28DemographicsN=1,961Methodology 25-minute online survey Respondents must access at least one social network daily Total sample of 1,961 (sampling error of 2.2% at 95%confidence level)

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