SurveyMonkey Audience Monthly Consumer Insights Tracking Study (December 2012)
SurveyMonkey AudienceMonthly Consumer InsightsTracking StudyDecember 2012IntroductionBeginning in June 2012, SurveyMonkey Audience has run a monthly tracking survey to over 500 respondentsto get feedback on a variety of topics including Netflix subscription trends, Online music service listening trends,Social networking usage trends, Mobile device ownership, Mobile video gaming usage, Grocery store shoppingpreferences, Casual dining restaurant visitor trends, Fast food restaurant visitor trends and spending habits,Restaurant reservation and takeout service usage, among other topics. We typically run this survey during thesecond week of each month over 7 day period.Every month, we update the survey to ensure that it contains the most relevant information and question options(e.g., as new online games are launched, we add them to the survey options as they become popular and retireunpopular options). We often do this using our text analysis tools, which allow us to surface the most popularoptions entered in the “Other (please specify)” fields, which help make sure we don’t miss any important optionsto add as trends evolve.Over time, we have added and removed sections and areas that we cover in the survey based on customerinterest levels (we want to provide interesting, relevant information for customers) and new trends that emergein the media. We have also made modifications in the past to the way we collect data and types of questions oranswer options used. For example, we found that our data on average grocery spending per week was moreuseful for trending purposes to collect raw numbers (vs. using a multiple choice question with ranges) so that wecould provide a trending average.If there are interesting topics you’d like us to cover in the monthly survey, or ways that we can provide bettercoverage of the topics we focus on, please email us. We’d love to hear any feedback and make this content asuseful as possible. You can reach our sales team at firstname.lastname@example.org.Disclaimer: The data and information in this document and the associated detailed tracking reports is meantfor informational and product collateral uses. We use this information as a way to highlight the many topics andtypes of analyses that can be accomplished using SurveyMonkey Audience. We use a general population samplewhen running our projects and do not balance on fully nationally representative measures or seek to achieve highconfidence levels since this is promotional data. For any customers projects seeking to achieve higher confidencelevels and nationally representative data or data balanced on any other quotas, please contact our sales teamand we would be more than happy to help you create your own custom projects to achieve your needs.
Sample Size: We sample at least 500 respondents each month and provide the number of respondents to eachquestion in our footnotes. Since we use skip logic in our survey, not all respondents answer each questions, sothe confidence levels can vary. For a guide to understanding the confidence level in any data points in our study,please refer to our guide to confidence intervals.
Focus TopicsIn this report, we will provide an overview of any key findings for each topic area and a chart depicting trendsusing all data we have gathered on each topic. In many cases, focus areas with more detailed analysis willinclude a link to additional reports focused on each topic.The focus areas in the December 2012 edition of the SurveyMonkey Audience Monthly Tracking Study include: ● Netflix Subscription Trends ● Online Music Service Listening Trends ● Social Networking Usage Trends ● Mobile Device Ownership ● Mobile Video Gaming Usage ● Game Console Ownership ● Casual Dining Restaurant Visitor Trends ● Fast Food Restaurant Visitor Trends and Spending Habits ● Restaurant Reservation and Takeout Service Usage ● Daily Deal Consumption Trends ● Travel Websites Usage Trends
Netflix Subscription TrendsNetflix (NFLX) is always a hot topic for Internet and Media analysts and investors. The company that broughtDVDs into your mailbox for years and grew to become leading a media player and innovator has a strongfollowing and huge customer base. We track several trends on market share, cancellation likelihood andsatisfaction. Below is a snapshot of our data and key topics.Netflix Market ShareSince our sample includes a gender balanced group of US adults, we expect this to predict a reasonable trend ofUS market share.While December was a little noisy on the legal front for Netflix with CEO Reed Hasting facing possible SEC actionover a Facebook post about hitting 1 billion hours in July, our December numbers were a little quieter. Subscribernumbers amongst our respondents stayed very close to last month’s results.* Number of December respondents: 599
Netflix Cancellation (Churn) LikelihoodFor current Netflix subscribers, we ask how likely they are to cancel their subscription in the next 3 months. Whilecustomer ability to predict their future behaviors is not 100% reliable, we expect the trend to provide insight intocustomer happiness with the offering and the impact of competing offerings.The percentage of users that are not at all likely to cancel their subscription remained almost unchanged with a 1percentage point drop. At the same time, there was also a small decrease in the percentage of people extremelyor very likely to cancel, but is still within the average for the past few months.* Number of December respondents: 218Netflix Cancellation ReasonsFor those subscribers who have indicated they have some likelihood of cancelling their subscription in the next3 months, or that they were former subscribers but cancelled their subscription in the past, we ask why theycancelled. Respondents are able to select multiple reasons. We expect this trend to highlight any major issueswith the product, service or pricing and any major threats from competitors. We have provided the aggregate setof data, but it can also be filtered to look specifically at those Extremely likely to cancel or to remove those who
have already cancelled, or any combination of other responses using SurveyMonkey’s analysis filters.In December, the foremost reason for subscribers cancelling was that they “don’t use [the service] enough,” whichjumped up 6 percentage points from last month. This come amidst reports that a significant competitor, Redbox(CTSR), is testing a streaming movie service in partnership with Verizon Communications (VZ).* Number of December respondents: 184
Online Music Service Listening TrendsPut away your 8-tracks, cassette tapes, CDs, and maybe even your iPods and make sure your PC or mobiledevice has a decent connection. Online based music services have grown rapidly over the past several yearsand new offerings continue to emerge and grow their market share. Services like Pandora (P) have even gainedenough traction to become public companies. We track usage of some of the most popular services. Below is asnapshot of our data and key topics.Online Music Service UsageWe ask consumers which online music services they use in the a typical week. Respondents are able to selectmultiple services. Each month, we review the names that come up in the “Other” category to see which newplayers we are missing using SurveyMonkey’s text analysis feature. We have added several companies into theanswer options over time as we see new trends pop up.Earlier last month, Sirius XM Radio (SIRI) announced its best quarterly growth in subscriptions since it mergedwith XM Radio in 2008. Our numbers supported this claim and reflected the Q4 subscriber growth, with thepercentage of Sirius XM users jumping 3 percentage points over last month.* Number of December respondents: 593** Only data from the most popular answer options is included in this presentation. “Other” or “None of the above”responses are also not shown.
Social Networking Usage TrendsThis social networking phenomenon has caught on, and has certainly changed how people interact with eachother, and how companies need to think about interacting with their customers. We’ll be publishing this report onour social media channels and hoping that people like, G+, tweet and share it to everyone they know. We trackusage of some of the most popular services. Below is a snapshot of our data and key topics.Facebook & Google+ Viewing ActivityWe ask consumers how often they view things on Facebook (FB) and Google+ (GOOG). We expect the trendsto show us whether the frequency in how often people are checking content on the two networks is increasing ordecreasing, and also to help provide insight into whether people are logging in to check updates and informationat all.Our numbers show that December brought decreased visits and viewing activity on Facebook with a 7 percentagepoint decrease from last month in the number of people saying they visit the site once or more per week. Itappears that numbers jump around for Facebook viewership, so the drop is in line with trends over the pastmonths.* Number of December respondents: 582
It also looks like social networking visits are down in general for December, since our results show Google+activity down by 2 percentage points from last month.* Number of December respondents: 582Facebook & Google+ Posting ActivityWe ask consumers how often they post things on Facebook and Google+. Since we cover the topic of viewingin the trend above, we also want to understand whether people are contributing to conversations and addingcontent. We expect the trends to show us whether the frequency in how often people are adding content on thetwo networks is increasing or decreasing, and whether people are engaging with the two networks by postingupdates and information.December also saw an downward trend in posting activity for both Facebook and Google+ by 2 percentage pointseach. However, given that it’s also within the ranges of the past months, this is most likely just noise and nota significant drop. It appears that the social media activity trends for both sites tend to increase and decreasetogether, and one site is not necessarily cannibalizing users from the other.
* Number of December respondents: 582Mobile Device OwnershipWonder why the tech giants like Apple, Google, Amazon and Microsoft are all in the mobile device game? Peoplecan’t stop buying the next new mobile gadget. And lots of consumers own several devices. We track ownership ofseveral of the most popular devices. Below is a snapshot of our data and key topics.Mobile Device Ownership TrendsWhile smartphones and tablets and e-readers come in many flavors today, we ask consumers which devices theyown and focus on the major brands and types of devices. We expect this trend to show us which manufacturersgain or lose share as new device models launch.We did not see any major changes in mobile device ownership in December, with numbers continuing to staywithin the ranges of the past few months. It looks like Apple’s (AAPL) iPad may be starting to make a comebackwith a 2 percentage point increase over last month. BlackBerry (RIMM) is also heading on an upward trend - we’llsee if this continues to feed the confidence surrounding analysts opinion of RIM’s BlackBerry 10 due out nextyear.
* Number of December respondents: 581** Only data from the most popular answer options is included in this presentation. “Other” or “None of the above”responses are also not shown.Mobile Video Gaming UsageWhether you are waiting in line at the DMV or trying to keep touch with old friends with an old fashioned game oflong distance scrabble, gaming applications are on nearly everyone’s mobile devices. As advertising inventorymoves toward mobile devices, gaming companies try to churn out the next big hit to get as many daily users aspossible. We track some of the most popular mobile games to see how their popularity increases or decreasesover time.Mobile Video Game Playing TrendsWe ask consumers which games they have played in the past week. Respondents are able to select multiplegames. We expect this trend to show share gains/losses for popular games and also to surface new populargames. Each month, we review the names that come up in the “Other” category to see which new games we aremissing using SurveyMonkey’s text analysis feature. We have added and removed several games in our answeroptions over time as we see new games emerge.Earlier in December, Zynga’s (ZNGA) stock price rose amid reports that they were taking concrete steps towardsreal money games in the US. Our numbers also showed good news for two Zynga games with Words withFriends and Draw Something each showing usage rising.
* Number of December respondents: 581** Only data from the most popular answer options is included in this presentation. “Other” or “None of the above”responses are also not shown.This Month’s “Other” Mobile Games
Game Console OwnershipThere may be some old school gamers who can beat Super Mario Brothers 1 in less than 5 minutes, but today’sgaming is interactive and so lifelike that people can often mistake a game of Madden for an actual game. Asonline and interactive gaming grows and evolves and become a portal to the Internet and media, we track thetrends of which gaming consoles consumers own. Below is a snapshot of our data.Game Console Ownership TrendsWhile there are a number of different game consoles that have been sold throughout the years, we askconsumers which of the most popular devices they currently own and focus on the major brands and models.We expect this data to show relative market share of the Internet population and over time to reflect the shifts inmarket share amongst the main gaming console providers.While Nintendo is facing a tough time meeting their initial sales forecast for the new Wii U and cut sales forecastsby 70 percent in October, Nintendo Wii gained the most over the past month with a 4 percentage point bump.Looks the like the general trend of people that don’t own a game console is going down, but we’ll keep an eye onit over the next few months to see if this is just noise.* Number of December responses: 581
Casual Dining Restaurant Visitor TrendsA favorite random fact for our team - what is the most popular casual dining restaurant in the US? Applebees,Olive Garden, Chili’s, Outback, Ruby Tuesday? Take a look at our data below to find out. Restaurant groupsbattle constantly for your business using advertising, adding new locations, and anticipating the next new trendto make sure you stop in and try out their latest menu offerings. We track which restaurants consumers visit andhow much they typically spend when they dine out.Top Casual Dining RestaurantsWe ask consumers which popular casual dining restaurants they have visited in the past 30 days. Respondentsare able to select multiple restaurants. We expect this trend to help us understand the success of new marketinginitiatives from restaurant groups and to see how seasonal patterns may be favorable or unfavorable for differentrestaurants. We also find that restaurant-goers are very keen to let us know which of their favorite eatingestablishments need to be on our list. So each month, we review the names that come up in the “Other” categoryto see which restaurants we are missing using SurveyMonkey’s text analysis feature. We have added andremoved several restaurants in our answer options over time to make sure we are tracking the largest chains.Numbers stayed pretty steady for the restaurants we showcased in December as compared to last month withno big changes in amount of people visiting the franchises. The biggest jump came from Outback Steakhouse(BLMN).* Number of December respondents: 580
** Only data from the most popular answer options is included in this presentation. “Other” or “None of the above”responses are also not shown.This Month’s “Other” Casual Dining RestaurantsFast Food Restaurant Visitor Trends and Spending HabitsWe couldn’t ask people about their restaurant dining habits (see above) without asking about fast food dining.While fast food has become a staple for many Americans, the major chains battle for your business usingadvertising, adding new locations, and anticipating the next new trend to make sure you stop in and try out theirlatest menu offerings. We track which fast food restaurants consumers visit and how much they typically spend.Top Fast Food RestaurantsWe ask consumers which fast food restaurants they have visited in the past 30 days. Respondents are able toselect multiple restaurants. We expect this trend to help us understand the success of new marketing initiativesfrom fast food chains. Each month, we review the names that come up in the “Other” category to see whichrestaurants we are missing using SurveyMonkey’s text analysis feature. We have added and removed severalrestaurants in our answer options over time to make sure we are tracking the largest chains.Similar to casual dining restaurants, fast food restaurants also don’t show any drastic changes in visits for themonth of December. Most restaurants we’re following stayed relatively close to results from last month, but itlooks like Chick-fil-A might be making a comeback although it was a relatively small jump.
* Number of December respondents: 579** Only data from the most popular answer options is included in this presentation. “Other” or “None of the above”responses are also not shown.Restaurant Reservation and Takeout Service UsageWhy go out to eat or wait in line to pick up your food? Have it delivered or order ahead. A growing number ofservices have grown to help restaurants fill their seats and reach new customers and helped consumers savetime and find new places to eat. These days, if you run a restaurant in a major city and aren’t letting customersreserve ahead with Opentable (OPEN), you may miss out on many restaurant-goers. We track whetherconsumers are using online services to book restaurant tables and order food for delivery or pickup and whichservices they use.Online Restaurant Reservation PopularityWe ask consumers whether they have used an online service to book a restaurant reservation in the past 30days. We expect this trend to show the popularity of online tools in the restaurant reservation space.The general trend for online reservations continues to stay steady. We see a 2 percentage point increase sincelast month, but given that the numbers have stayed between 10 to 13% in the past 7 months, we see this asgeneral noise and not necessarily significant changes in usage.
* Number of December respondents: 579Top Online Restaurant Reservation ServicesWe ask those consumers who have booked a restaurant reservation online in the past 30 days which servicesthey used. Respondents are able to select multiple restaurants. We expect this trend to help us understand whichservices are gaining in popularity as new services emerge and restaurants begin using online systems to managereservations.The overall number of people making restaurant reservations online was up this month, with only 5% ofrespondents citing they haven’t used anything to make reservations as compared to 9% last month. OpenTable(OPEN) had a small bump but it may be just general noise.
* Number of December respondents: 68Top Online Delivery or Takeout ServicesWe ask consumers which methods they used to order delivery or takeout in the past 30 days. Respondentsare able to select multiple methods. We expect this trend to help us understand which services are gaining inpopularity as new services emerge and restaurants begin using online systems to manage orders.It appears that December continued the downward trend for ordering takeout or delivery food. The amount ofpeople not using any service jumped up another 4 percentage points while most other services dropped.
* Number of December respondents: 578** Only data from the most popular answer options is included in this presentation. “Other” or “None of the above”responses are also not shown.Daily Deal Consumption TrendsAre daily deals a fad? Or something here to stay? Sometimes you can’t walk into a local business without seeingsomeone else pay for their visit with a daily deal, and sometimes at half the price you are paying for the sameservice or goods. Companies like Groupon (GRPN) and Living Social and many others have gained significanttraction with consumers and have reached the revenue scale to become public companies. We track usages ofsome of the most popular daily deal sites.Daily Deal ConsumptionWe ask consumers which daily deal site they have purchased a daily deal from in the past 30 days. Respondentsare able to select multiple sites. We expect this trend to show popular players in the daily deal space, as well asthe overall popularity of deal sites.While stock prices surged for Groupon earlier in the month amid speculations that Google might still be interestedin a buyout, it usage dropped 2 percentage points amongst our respondents for the month of December. It’s beenreported that Groupon may focus on the e-commerce space in the coming months and we’ll see if this makes anydifference in our numbers next year. All other daily deal sites we track remained steady with no big increases ordecreases in usage over the past month.
* Number of December responses: 578Travel Websites Usage TrendsCalling up a travel agent to book trips has become a thing of the past, with the onslaught of online travel serviceproviders available to consumers in the past decade. Being able to compares prices and itineraries acrossmultiple airlines with a just a few clicks make travel research almost fun. The online travel industry is heavilysaturated with hundreds of travel sites. Some have grown enough to acquire other major competitors in themarket like Priceline (PCLN) did with Kayak (KYAK) in November of 2012. We track usage of the most populartravel websites.Travel Website UsageWe ask consumers which travel site they have used to research travel in the past 30 days. Respondents are ableto select multiple sites. We expect this trend to show popular players in the online travel space. Below is the datafor our first month of coverage of the online travel service provider market.Given that it’s the holiday travel season, we expect that numbers would be healthy across all major players in themarket. We’ll keep an eye on the results to see what they look like in the next few months.
* Number of December responses: 578** Only data from the most popular answer options is included in this presentation. “None of the above” responsesare also not shown.