Digital Pulse Quarter 2 Summer 2010

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  • 1. Digital Pulse Study Summer 2010 How willing are Australians to share personal information online? ThePrivacy Issue 1
  • 2. Every quarter we Our cover story 4-9ask a nationally How comfortable are Australlians to share personal information online?representative sample Regular featuresof 300 Australians Q2 How deeply has the internet become a part of our 10-17what they’re up to everyday lives?online. Here’s the Q3 What are Australians choosing to do online? 18-19issues explored in Q4 How are people harnessing the 22November… Q5 internet in different ways ? How are Australians interacting 32 with brands online? Q6 What are Australians buying online? 34 Pulse Check Summer 2010 3
  • 3. To share or not to share?It’s a generational thingGoogle CEO Eric Schmidt speaks So just how seriously are Six in ten Australians polled feel more circumspect. Just 48% feelwith breathtaking candour on Australians taking the issue of comfortable sharing their personal comfortable sharing their namethe topic of online privacy. He online privacy and how carefully interests and attributed opinions and address details, 38% theirrecently said, in a totally matter- are we rationing the information with others online. It will surprise credit card or telephone numbersof-fact way: “We know where you that we share with others online? no one to learn that eight in ten and just 13% their passportare. We know where you’ve been. This quarter our Digital Pulse young web users, less than 25 or drivers licence numbersWe more or less know what you’re study explores the extent to years of age, feel comfortable online. Australians are astutelythinking about”. In an even more which we feel comfortable sharing to share such personal opinions distinguishing between low riskOrwellian moment he quipped “If different kinds of information over freely. While youth lead the way, ‘public me’ data and high riskyou have something that you don’t the internet, from our personal a clear majority of Australians, ‘private me’ data shared online.want anyone to know, maybe you interests and opinions, to regardless of age or gender, now And this distinction is most clearlyshouldn’t be doing it in the first photographs, name and address embrace the idea that sharing recognised by the young.place”. In light of Google’s recent details, telephone and credit card their ideas and experiences online The stereotype of the young onlinescrapes with the Australian Privacy numbers. helps companies to deliver better user is of someone recklesslyCommissioner, we all have reason We’ve discovered that people are products and services, more in sharing personal information,to reflect carefully upon Schmidt’s quite open to sharing certain kinds tune with their needs. oblivious to the risks. Yet thewarnings. of personal information and highly But when it comes to sharing reality is their online behaviour resistant to sharing others. seriously personal data, is highly evolved. On the one Australians are considerably hand they do relentlessly share Pulse Check Summer 2010 5
  • 4. To share or not share? The privacy issue…Our findingstheir personal opinions, lifestyle Between 2009 and 2010 the For boomers, photos remain in the An interesting counter-trend in theactivities and photos with peers percentage of students who province of ‘private me’. Yet for study is the relatively high levelsonline, yet on the other hand changed their privacy settings four young Australians, online photos of comfort that Australians 40-they are consistently wary about or more times doubled from 24% epitomise the whole idea of living plus have with sharing personalsharing data that allows their to 51%. And just 2% of students online, despite the reputational identifiers like name and addressidentification out in the real world. had never reviewed their privacy risks. As Schmidt, the king of details, phone numbers and creditThe very real risks of identity theft, settings at all. the internet cache reminds card details online. This may incyber bullying and stalking are It’s the sharing of photos online social networkers “when you part be driven by the lesser risksclearly well understood by online that most divides the generations. post something, the computers of cyberstalking to this generation,youth, given their cautious sharing While nearly two thirds of young remember forever”. Just as young but also flags their belief that theof unique personal identifiers and web users feel comfortable to post people have learned to become internet is primarily a transactionaltheir surprisingly active use of photos online, just one third of 55 selective about their sharing of tool. It’s amongst older Australiansprivacy settings on social sites. pluses are at all comfortable with unique data identifiers, they may that the e-commerce opportunityThe online journal First Monday the idea. The middle generation, grow to recognise there’s a high is most pronounced. It’s time forrecently published research 26-55 are at present perfectly price to pay for liberally posting brands to take the silver surfers aamongst first-year university divided on the topic, so represent personal photos and videos. That good deal more seriously.students in the US, noting just how an enticing new growth target for these too represent a uniqueengaged they have become with the likes of Flickr and Facebook. personal identifier online.their privacy settings on Facebook. Pulse Check Summer 2010 7
  • 5. Four ways tobuild trust with 1 Learn to listenyour online 2 Say less, engage morecustomers that 3 Give and keep on givingwill encouragethem to share 4 Convince, respect and protectdata with you: Pulse Check Summer 2010 9
  • 6. 1 Learn to listenEveryday, people are talking about Orange, the European phonebrands online. Everything from latest company, knew people were talkingoffers, the service they received, to about their services online, and thatthings they wish for most. it needed to listen. Orange identified and listened to the key forums inBe it positive or negative, the which its products are discussedvalue of tapping into the stream of and the ‘super-contributors’ who talkconversation across online platforms most about the company – and then,can provide clear insights for your put what it heard to use, below arebusiness. two examples of this:These platforms range from dedicated 1. Orange has been able to identifyonline forums and groups to popular and solve numerous “collectivesocial media sites such as Facebook problems”. Recently, for example,and Twitter. 40,000 clients who signed up for a specific package complained of notTRY THIS receiving the amount of memory theyUse some of these free methods in had signed up for; the problem wasscanning the social sphere to see what quickly fixed.people are saying about your brand 2. Orange have been able to spotVisit http://www.socialmention.com offers from their competitors that theirDo a Twitter search: http://search. customers want in their own plans.twitter.com/ Family calling, for example, is now partSearch Google or Yahoo! Groups: of the Orange Open calling plan.http://groups.google.com;http://groups.yahoo.com Pulse Check Summer 2010 11
  • 7. 2 Say less, engage moreNew products provide an excellent Audi posted images of its new A1opportunity to engage both a brand’s model across the social web, thenexisting fans and prospective buyers aggregated mentions from acrossonline. social platforms and reposted them on a microsite. The micrositeSmart companies are using the web didn’t just report what people wereto engage consumers in new brand saying, it also allowed users toconcepts, to harness their insights customize their own Audi A1 andand build pre-launch buzz. then encouraged them to shareA social platform can become it with friends. Almost 40,000neverending well of customer insights people created customised versionsthat can be tapped into again and of the new model. In total 5.5again. Here brands can connect their million people visited the micrositeaudience together in a community, 119 million times, generating theanswer questions and concerns and largest number of car pre-ordersget them to learn more about the in its history.brand and new products.SO ASK YOURSELFHow do you feature new productsonline to drive reappraisal of our brand?Is there an opportunity to seed newideas online to gauge consumerresponse and tap into the creativityof the crowd to make the ideaseven better? Pulse Check Summer 2010 13
  • 8. 3 Give and keep on givingWhen private information is sought H&R Block introduced a new serviceof individuals, brands need to offer called Premium Tax targeted atsomething in return of value.This may higher-income customers. However,be in the form of a competition, useful it was a service that needed to becontent or exclusive invitations to explained before customers couldunderground events. grasp its value.Today opt-in or Permission Marketing Their internet banner which saidis the most effective weapon in a “H&R Block: We’ll pay your taxesmarketer’s arsenal. According to Seth sweepstakes” had more than 50,000Godin, “Permission marketing turns responses from people who paidstrangers into friends and friends into taxes and knew what H&R Block was.loyal customers,” he says. “It’s not In order to gain a chance to have theirjust about entertainment – it’s about taxes paid by H&R, the consumerseducation.” gave the company permission to tell them more about Premium Tax. In thisGetting them in is the first step, case, permission marketing workedkeeping them is the challenge. If effectively in getting the attention ofwhat you offer is once-off or flakey their target group and elicited enoughthen they will simply opt-out. interest to gain their permission to further promote the service.DON’T BE A SORE LOSERIf you lose them, make it easy to opt-out. Don’t ruin any chances you haveby keeping them against their will. Pulse Check Summer 2010 15
  • 9. 4 Convince, respect and protectInstilling trust in users to provide their A well worded and designed privacyparticulars requires ease of input, statement and form will instill trustprofessional design, clarity of privacy and put customers minds at ease.policies and, ideally, the endorsement Follow this link to find a templateof trusted third parties. for a good privacy statement.Keep their trust by ensuring the http://online.businesslink.gov.information collected is safe and uk/Growth_and_Innovation_files/secure, as misuse can damage the Sample3_privacy_policy.docrelationship beyond repair.FIGHT TEMPTATION……of sharing client information withothers, particularly affiliate partnerswithout their permission. Nothing irksa client more then when they providepersonal information and then getspammed. Make it clear and simplefor clients to select affiliate offers, andalways make the default unselected. Pulse Check Summer 2010 17
  • 10. refuse to generally generally totally share uncomfortable comfortable comfortable sharing sharing sharingComfort with personal interestssharing types attributed commentsof personal personal photos name and addressinformation… credit card numbers telephone numbers drivers licence or passport numbers Pulse Check Summer 2010 19
  • 11. Q How comfortable are you sharing the following types of information over the internet?Comfort All Australians 14-25 26-55 56+ Female Male Personal interests +31 +71 +31 +5 +36 +25with sharing Attributed, not anonymous, comments +15 +46 +20 -14 +11 +20divides the Personal photographs Name and -3 +25 -1 -25 -7 +1generations… -5 -29 -1 +5 +2 +12 address details Credit card details -24 -39 -16 -30 -22 -27 Telephone numbers -25 -54 -21 -14 -29 -20 Drivers licence & -75 -68 -77 -75 -80 -69 passport details Significantly more comfortable (95% confidence interval) Significantly less comfortable (95% confidence interval) Scores represent the balance of opinion: Totally and generally comfortable minus generally uncomfortable and refuse to share. Pulse Check Summer 2010 21
  • 12. Our regular quarterly findings Pulse rising Pulse rising Pulse falling Pulse rising Pulse falling Pulse falling places • Wifi at work and in public • Apple iPhone & iPad usage • Plug-in connections at home, work and school • Accessing the internet via Nokia devices • Viewing branded films & ads online • The relevance of cinema amongst 14-25 year olds • Using Facebook Like This and Facebook Places • Requesting information from brands via online forms • Online purchasing of travel services, computer equipment and supplies, music, electrical • Writing blogs appliances, wine, beer and spirits. • Reading tweets/following brands on Twitter • Posting CV’s online & commenting negatively about work, experiences; possibly reflecting a tougher job market? • Online purchasing of books Pulse Check Summer 2010 23
  • 13. Q2 How have you accessed the internet in the past month? In what ways are Australians Desktop at home connecting with Laptop the internet? Desktop at work or school Mobile phone iPad or other tablet Pulse rising Pulse falling 0 10 20 30 40 50 60 70 80 Percent Pulse rising Pulse falling Pulse Check Summer 2010 25
  • 14. How have you connected to Brands of mobile the internet in the past month? device used to Percent of total connections access the internet in the past month Other eg. Pulse rising tethering Pulse falling Pulse rising Plug-in Pulse falling Other at home Apple iPhone Pulse rising Wireless USB dongle device Pulse falling Blackberry Wi-fi in a publicPulse rising place eg. libraryPulse falling Samsung Pulse rising Plug-in at work Pulse rising and school Pulse falling Apple iPad Pulse falling Pulse rising Wi-fi at work Pulse rising Pulse falling Pulse falling Plug-in a public Pulse rising Nokia place eg. library Wi-fi at home Pulse falling Pulse Check Summer 2010 27
  • 15. Connection 100 A laptop 60 A mobile phonedifferences 50 80 40 60by age 30 40 20 20 10 0 0 14-25 26-55 56+ 14-25 26-55 56+ years years years years years years A homebased A desktop computer An iPad desktop computer at work or school 80 60 100 70 50 80 60 40 60 50 40 30 40 30 20 20 20 10 10 0 0 0 14-25 26-55 56+ 14-25 26-55 56+ 14-25 26-55 56+ years years years years years years years years years Pulse Check Summer 2010 29
  • 16. Q3 How deeply Approximately how much has the internet time in the average week would you spend accessing become a part of the internet, including emailing, instant messaging our daily lives? and social networking? Pulse Check Summer 2010 31
  • 17. Time spent online in the past month 20 15Percent 10 5 0 Up to 5 6-10 11-15 16-20 21-25 25-30 31-35 36-40 41-45 46-50 50 hours Hours hours hours hours hours hours hours hours hours hours + Male Female Up to 15 16-30 31-45 45 hours hours hours hours + Pulse Check Summer 2010 33
  • 18. Which of the following media wouldyou describe as being difficultfor you to personally live without?14-25 years % 26-55 years % 56 + years %Internet 91 Internet 89 Television 83Television 63 Television 76 Internet 81Game consoles 27 Newspapers 41 Newspapers 60Radio 27 Pulse risingRadio 38 Radio 57Cinema 18 Cinema Pulse falling 25 Magazines 19Newspapers 13 Magazines 21 Cinema 8 Pulse risingMagazines 11 Game consoles 12 Game consoles 2 Pulse fallingNone of the above 2 None of the above 4 None of the above 2 Pulse Check Summer 2010 35
  • 19. Which of the following Cinema Internet 100 Television 100 100media would you 80describe as being 80 80difficult for you 60 60 60to personally live 40 40 40without? 20 20 20 0 0 0 14-25 26-55 56+ 14-25 26-55 56+ 14-25 26-55 56+ years years years years years years years years years Game consoles like Xbox, Wii Newspapers Radio 100 Magazines & Playstation100 100 100 80 80 80 80 60 60 60 60 40 40 40 40 20 20 20 20 0 0 0 0 14-25 26-55 56+ 14-25 26-55 56+ 14-25 26-55 56+ 14-25 26-55 56+ years years years years years years years years years years years years Pulse Check Summer 2010 37
  • 20. Q4 What are Australians choosing to do online?MORE THAN 75% + 50-75% 20-49% LESS THAN 20%Browsing the internet 91% Internet banking 70% YouTubing 47% Reading brand blogs 16%Accessing personal email accounts 91% Browsing eBay 62% Researching brands 43% Commenting positively about a brand 15% Networking with friends SMS texting 39% Commenting positively about work 14% 57% (Facebook, Myspace, etc) Accessing work email accounts 38% Writing blogs 14% Reading email from brands 50% Hunting for property 33% Friending brands 13% Tagging friends in photos 30% Using Facebook Places 12% Pulse rising Clicked on Facebook Like this 29% Pulse rising Business networking (LinkedIn, Pulse falling 9% Skyping 29% Pulse falling Plaxo etc) Pulse rising Watching catch-up TV 29% Reading Twitter posts 9% Pulse falling Viewing branded films or ads 27% Using GPS mobile apps 9% Gaming 27% Using Cloud applications (Google etc) 8% Pulse rising Planning trips & holidays 27% Posting CVs 7% Pulse falling Visiting online forums 27% Pulse rising Using cameras on mobile devices 7% Pulse rising Participated in an online forum 26% Pulse falling Pulse rising Commenting negatively about work 6% Pulse falling Job seeking 26% Pulse falling Commenting negatively about brands 6% Opting in to receive brand Subscribing to and reading RSS feeds 5% Pulse rising information 24% Pulse rising Writing blog entries 5% Pulse falling Pulse rising Requesting info from brands 24% Pulse falling Writing tweets 5% Pulse falling Entering brand competitions 23% Dating 4% Pulse rising Illegal downloading 22% Participating in webinars 3% Pulse falling Pulse rising Listening to podcasts 21% Following brands on Twitter 2% Pulse falling Selling on eBay 21% Clicking on ads 20% Pulse rising Pulse falling Pulse Check Summer 2010 39
  • 21. Q5 How are Australians interacting with brands online? Total 14-25 years 26-55 years 56+ years Female MaleAccessed a bank or investment account online 70 50 75 74 72 69Received and read an email promoting a company or brand 50 34 51 60 50 50Researched a brand 42 38 44 42 42 44Clicked on the Facebook ‘Like this’ feature Pulse rising 29 46 28 19 33 25Watched a commercial or branded film on Youtube Pulse falling Pulse rising 27 41 30 14 22 33Planned or managed a business trip or holiday online PulsePulse rising falling 27 14 29 30 27 26Requested further information from a company online Pulse falling 24 14 25 26 23 24Opted to accept promotional offers or information from a company or brand 24 13 29 22 26 21Participated in a brand-sponsored contest or sweepstakes online 23 14 24 25 22 23Clicked on a digital ad/banner 20 25 22 13 16 23Read company or brand blog 16 18 17 13 16 16Commented positively to others about a brand 15 21 16 9 15 15Friended a brand on Facebook or MySpace 13 20 15 6 14 12Used Facebook Places Pulse rising 12 11 13 11 12 12Commented negatively to others about a brand Pulse falling 6 9 6 2 5 6Subscribed to or read an RSS feed from a company or brand 5 5 6 5 4 7Followed a brand on twitter 2 7 1 1 2 3 Significantly less likely to do (95% confidence interval) Pulse rising Significantly more likely to do (95% confidence interval) Pulse falling Pulse Check Summer 2010 41
  • 22. Q6 What are Australians buying online? Total 14-25 years 26-55 years 56+ years Female Male Metro RegionalTravel Services Pulse rising 32 14 36 36 33 31 35 28Computer equipment falling supplies Pulse and Pulse rising 31 30 35 24 23 40 34 25Tickets to movies, concerts or shows Pulse falling 28 32 34 16 28 29 33 21Clothing and footwear 28 30 34 16 34 22 31 23Music Pulse rising 28 36 33 11 25 31 29 24Electrical Pulse falling applicances Pulse rising 25 25 31 14 19 32 29 18Insurance Pulse falling 24 18 25 26 18 30 27 18Games 22 36 25 7 18 26 22 21Applications rising Pulse 21 27 27 7 15 27 23 18Books Pulse falling 20 23 23 13 22 18 21 18Fast food 18 29 20 8 21 16 23 11Movies & TV shows 18 29 23 2 19 18 20 1Wine, beer or spirits Pulse rising 15 7 17 17 11 19 18 10Cosmetics Pulse falling 12 14 15 3 16 7 12 11Nutritional products 11 13 14 6 11 12 14 7Groceries 10 13 13 2 9 10 12 5Stationery 10 13 11 8 8 14 14 4Newspapers & Magazines 10 11 11 8 8 13 10 10 Significantly less likely to buy (95% confidence interval) Pulse rising Significantly more likely to buy (95% confidence interval) Pulse falling Pulse Check Summer 2010 43
  • 23. How do positive and negativeonline experiences with brandsaffect actual purchasing?Can you recall an occasion Did this positive Can you recall an occasion Did this negativewhen an online experience experience influence when an online experience experience influencechanged your opinion of a whether you actually changed your opinion of a whether you actuallybrand in a positive way? purchased a product brand in a negative way? purchased a product or service from this or service from this No brand? No brand? 79% 80% No 17% No 11% Yes Yes 21% 20% Yes 83% Yes 89% Pulse Check Summer 2010 45
  • 24. Appendix The Survey Sample Age Region Gender 200 120 200 100 150 150 80 100 60 Number 100 NumberNumber 40 50 20 50 0 0 14-25 25-65 56+ years NSW VIC QLD WA Other 0 years years & ACT Female Male Regional MetroNB. Sample weighted to be representative of the Australian population. Pulse Check Summer 2010 47
  • 25. For further information on:Digital Pulse: digitalpulse@principals.com.auPrincipals digital offer: tessa@principals.com.auAny other enquiries: Tom Brigstocke0418 447 094 | tom@principals.com.auOffice locations:Sydney:Level One 58 Lower Fort StreetSydney NSW 2000 AustraliaMelbourne:1 Stewart StreetWindsor VIC 3181 Australiawww.principals.com.au