The Capitol Communicator/WB&A Market Research Poll<br />Study of Baltimore & Washington, DC Area Consumers<br />Sponsored ...
1<br />Background<br />Sponsored by branding and marketing communications firm, ZilYen, The Capitol Communicator/WB&A Mark...
Social media engagement with companies and brands
Online daily deal websites
Smartphone usage and QR codes
Impact of Internet sales tax</li></ul>Additional information has been integrated from previous studies conducted by WB&A.<...
2<br />Methodology <br /><ul><li>This poll was fielded in the Baltimore Metropolitan Statistical Area (MSA) in July 2011 a...
The Poll is part of WB&A’s established MarkeTrak® study of 300 adults in each market, with a geographic sample representat...
The Poll captures ten key demographic categories: age, gender, household income, education, marital status, race, county/a...
4<br />News/Information Sources<br />Magazine<br />Internet<br />Radio<br />Newspapers(Washington)<br />Television(Baltimo...
How We Watch Television<br />5<br />Hours spent watching television has remained consistent since 2000<br />About 1/3 most...
Home Computer<br />6<br />Washington<br />Baltimore<br />2000<br />2011<br />2006<br />
Smartphones<br />7<br />Washingtonians are more likely than Baltimoreans to have smartphones.<br />
8<br />iPad and E-reader<br />Washington: 18%<br />Baltimore: 13%<br />7%Balt.<br />11%Wash.<br />
9<br />Internet<br />Search<br />What proportion of Washington-Baltimore area residents have Internet access?<br />X<br />...
92% in the Baltimore area (up from 81% in 2006)</li></ul>www.wbanda.com/.../Baltimore-Washington-Psychographic-Study.pdf<b...
10<br />Internet Engagement<br />posts their own content, suchas blogs<br />LeaderWash:  8%Balt: 7%<br />comments onor rep...
11<br />Online Reviews Impact Consumers<br />
12<br />Online Reviews Impact Consumers<br />Washington, DC<br />Do not read<br />27%<br />Impacted purchase decisions<br ...
13<br />Online Reviews Impact Consumers<br />Washington, DC<br />Do not read<br />27%<br />Decided not to purchase<br />39...
14<br />Online Reviews Impact Consumers<br />Washington, DC<br />Do not read<br />27%<br />Impacted purchase decisions<br ...
15<br />Online Reviews Impact Consumers<br />Washington, DC<br />Do not read<br />27%<br />Decided not to purchase only<br...
16<br />Consumers Less Likely to Contribute to Online Reviews<br />33% of Washington, DC area consumers have posted either...
17<br />Consumers Less Likely to Contribute to Online Reviews<br />31% posted a positive review<br />15% posted a negative...
Websites Visited Daily<br />18<br />
Consumers Follow Companies/Brands Via Social Media<br />Washington, DC<br />“Friend/Like” companies on Facebook only<br />...
Consumers Follow Companies/Brands Via Social Media<br />Washington, DC<br />“Follow/Tag” companies on Twitter only<br />9%...
Consumers Follow Companies/Brands Via Social Media<br />Washington, DC<br />“Friend/Like” companies on Facebook only<br />...
22<br />Use of Coupons From Daily Deal Websites<br />Washington, DC<br />Purchased30%<br />Did not purchase70%<br />Baltim...
23<br />Use of Coupons From Daily Deal Websites<br />Washington, DC<br />Purchased<br />30%<br />Baltimore<br />Purchased<...
Existing Merchant 21%<br />Existing Merchant 16%<br />24<br />Use of Coupons From Daily Deal Websites<br />Washington, DC<...
25<br />Use of Coupons From Daily Deal Websites<br />Washington, DC<br />New Merchant 25%<br />Purchased<br />30%<br />Bal...
Washington, DC<br />Existing only<br />5%<br />Both<br />15%<br />Purchased<br />30%<br />New only<br />10%<br />Existing ...
27<br />Do you know what this is?<br />
Scanning QR Codes With Smartphones<br />28<br />Washington<br />Baltimore<br />
Scanning QR Codes With Smartphones<br />29<br />Washington<br />Baltimore<br />
30<br />Internet Sales Tax Would Impact Online Shopping <br />@<br />Washington, DC<br />
31<br />Internet Sales Tax Would Impact Online Shopping <br />@<br />Washington, DC<br />No Effect 50%<br />
32<br />Internet Sales Tax Would Impact Online Shopping <br />@<br />Washington, DC<br />No Effect 50%<br />Somewhat Reduc...
33<br />Internet Sales Tax Would Impact Online Shopping <br />@<br />Washington, DC<br />No Effect 50%<br />Somewhat Reduc...
34<br />Internet Sales Tax Would Impact Online Shopping <br />@<br />Washington, DC<br />No Effect 50%<br />Somewhat Reduc...
35<br />Internet Sales Tax Would Impact Online Shopping <br />Baltimore<br />@<br />
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The Capitol Communicator/WB&A Market Research Poll, Sponsored by ZilYen, Oct. 4, 2011

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The Capitol Communicator/WB&A Market Research Poll is a quarterly study of consumers in the Baltimore and Washington, DC markets on topics of interest to the communications industry. Developed jointly by Capitol Communicator and WB&A Market Research, the poll is sponsored by branding and marketing communications firm, ZilYen.

This quarter’s edition explores:

• Online daily deal websites
• Smartphone usage
• The impact of online consumer-generated reviews
• Social Media Engagement with companies and brands
• Impact of Internet sales tax

Steve Markenson, President of WB&A Market Research presented the findings and provided insights into consumer attitudes and behaviors in this October 4th webinar.

About:

Capitol Communicator (capitolcommunicator.com) is the hub for Greater Washington’s communications industry with 50,000 unique visitors each year. The online resource attracts professionals in the media, marketing, advertising, PR, multimedia and related disciplines by giving them an online platform for interaction, news, job listings, and educational and networking events that helps them succeed.

Since 1987, WB&A Market Research (www.WBandA.com) has served diverse clients throughout the research process; from questionnaire design through data collection, to analysis and reporting in order to provide meaningful information to enhance organizational performance.

ZilYen (www.zilyen.com) is a leading Washington, D.C.-based branding and marketing communications agency, specializing in helping clients identify their unique and compelling story and leverage it to engage audiences, inspire employees and generate organizational success.

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The Capitol Communicator/WB&A Market Research Poll, Sponsored by ZilYen, Oct. 4, 2011

  1. 1. The Capitol Communicator/WB&A Market Research Poll<br />Study of Baltimore & Washington, DC Area Consumers<br />Sponsored by:<br />
  2. 2. 1<br />Background<br />Sponsored by branding and marketing communications firm, ZilYen, The Capitol Communicator/WB&A Market Research Poll is an on-going quarterly study of consumers in the Baltimore and Washington, DC markets on topics of interest to the communications industry. <br />This quarter’s edition explores the following: <br /><ul><li>The impact of online consumer-generated reviews
  3. 3. Social media engagement with companies and brands
  4. 4. Online daily deal websites
  5. 5. Smartphone usage and QR codes
  6. 6. Impact of Internet sales tax</li></ul>Additional information has been integrated from previous studies conducted by WB&A.<br />Studies conducted by WB&A are available on our website (www.WBandA.com)<br />
  7. 7. 2<br />Methodology <br /><ul><li>This poll was fielded in the Baltimore Metropolitan Statistical Area (MSA) in July 2011 and the Washington, DC MSA in August 2011.
  8. 8. The Poll is part of WB&A’s established MarkeTrak® study of 300 adults in each market, with a geographic sample representative of each market. Telephone interviews are supplemented with an online study of 100 consumers per market.
  9. 9. The Poll captures ten key demographic categories: age, gender, household income, education, marital status, race, county/area, presence of children in the household, Internet usage, and employment status.</li></li></ul><li> Findings<br />
  10. 10. 4<br />News/Information Sources<br />Magazine<br />Internet<br />Radio<br />Newspapers(Washington)<br />Television(Baltimore)<br />Word-of-mouth<br />
  11. 11. How We Watch Television<br />5<br />Hours spent watching television has remained consistent since 2000<br />About 1/3 most often do not watch live TV<br />
  12. 12. Home Computer<br />6<br />Washington<br />Baltimore<br />2000<br />2011<br />2006<br />
  13. 13. Smartphones<br />7<br />Washingtonians are more likely than Baltimoreans to have smartphones.<br />
  14. 14. 8<br />iPad and E-reader<br />Washington: 18%<br />Baltimore: 13%<br />7%Balt.<br />11%Wash.<br />
  15. 15. 9<br />Internet<br />Search<br />What proportion of Washington-Baltimore area residents have Internet access?<br />X<br />[PDF] Baltimore-Washington Psychographic Study <br />File Format: PDF/Adobe Acrobat - Quick View<br /><ul><li>94% in the Washington area (up from 89% in 2006)
  16. 16. 92% in the Baltimore area (up from 81% in 2006)</li></ul>www.wbanda.com/.../Baltimore-Washington-Psychographic-Study.pdf<br />
  17. 17. 10<br />Internet Engagement<br />posts their own content, suchas blogs<br />LeaderWash: 8%Balt: 7%<br />comments onor repostsothers’ content<br />Contributor 18%<br />FollowerWash: 23%Balt: 19%<br />only manages own profile page and/or views others’ content<br />Observer37%<br />browses others’ content, but <br />no personal <br />content posted<br />Not SureWash: 13% Balt: 19%<br />
  18. 18. 11<br />Online Reviews Impact Consumers<br />
  19. 19. 12<br />Online Reviews Impact Consumers<br />Washington, DC<br />Do not read<br />27%<br />Impacted purchase decisions<br />59%<br />No impact<br />14%<br />Baltimore<br />Do not read<br />27%<br />Impacted purchase decisions<br />57%<br />Impacted purchase decisions<br />57%<br />No impact<br />16%<br />
  20. 20. 13<br />Online Reviews Impact Consumers<br />Washington, DC<br />Do not read<br />27%<br />Decided not to purchase<br />39%<br />Impacted purchase decisions<br />59%<br />No impact<br />14%<br />Baltimore<br />Do not read<br />27%<br />Decided not to purchase<br />39%<br />Impacted purchase decisions<br />57%<br />Impacted purchase decisions<br />57%<br />No impact<br />16%<br />
  21. 21. 14<br />Online Reviews Impact Consumers<br />Washington, DC<br />Do not read<br />27%<br />Impacted purchase decisions<br />59%<br />Purchased<br />44%<br />No impact<br />14%<br />Baltimore<br />Do not read<br />27%<br />Impacted purchase decisions<br />57%<br />Impacted purchase decisions<br />57%<br />Purchased<br />40%<br />No impact<br />16%<br />
  22. 22. 15<br />Online Reviews Impact Consumers<br />Washington, DC<br />Do not read<br />27%<br />Decided not to purchase only<br />15%<br />Impacted purchase decisions<br />59%<br />Impacted both<br />24%<br />Purchased only<br />20%<br />No impact<br />14%<br />Baltimore<br />Do not read<br />27%<br />Decided not to purchase only<br />17%<br />Impacted both<br />21%<br />Purchased only<br />18%<br />Impacted purchase decisions<br />57%<br />Impacted purchase decisions<br />57%<br />No impact<br />16%<br />
  23. 23. 16<br />Consumers Less Likely to Contribute to Online Reviews<br />33% of Washington, DC area consumers have posted either a positive or negative review in the past 6 months.<br />42% of Baltimore area consumers have posted such online reviews.<br />Posted both<br />13%<br />
  24. 24. 17<br />Consumers Less Likely to Contribute to Online Reviews<br />31% posted a positive review<br />15% posted a negative review<br />33% of Washington, DC area consumers have posted either a positive or negative review in the past 6 months.<br />+<br />_<br />38% posted a positive review<br />17% posted a negative review<br />+<br />42% of Baltimore area consumers have posted such online reviews.<br />_<br />Posted both<br />13%<br />
  25. 25. Websites Visited Daily<br />18<br />
  26. 26. Consumers Follow Companies/Brands Via Social Media<br />Washington, DC<br />“Friend/Like” companies on Facebook only<br />32%<br />Baltimore<br />“Friend/Like” companies on Facebook only<br />34%<br />19<br />
  27. 27. Consumers Follow Companies/Brands Via Social Media<br />Washington, DC<br />“Follow/Tag” companies on Twitter only<br />9%<br />Baltimore<br />“Follow/Tag” companies on Twitter only<br />7%<br />20<br />
  28. 28. Consumers Follow Companies/Brands Via Social Media<br />Washington, DC<br />“Friend/Like” companies on Facebook only<br />25%<br />Both<br />7%<br />“Follow/Tag” companies on Twitter only<br />2%<br />Baltimore<br />“Friend/Like” companies on Facebook only<br />28%<br />Both<br />6%<br />“Follow/Tag” companies on Twitter only<br />1%<br />21<br />
  29. 29. 22<br />Use of Coupons From Daily Deal Websites<br />Washington, DC<br />Purchased30%<br />Did not purchase70%<br />Baltimore<br />Purchased24%<br />Did not purchase76%<br />
  30. 30. 23<br />Use of Coupons From Daily Deal Websites<br />Washington, DC<br />Purchased<br />30%<br />Baltimore<br />Purchased<br />24%<br />
  31. 31. Existing Merchant 21%<br />Existing Merchant 16%<br />24<br />Use of Coupons From Daily Deal Websites<br />Washington, DC<br />Purchased<br />30%<br />Baltimore<br />Purchased<br />24%<br />
  32. 32. 25<br />Use of Coupons From Daily Deal Websites<br />Washington, DC<br />New Merchant 25%<br />Purchased<br />30%<br />Baltimore<br />Purchased<br />24%<br />New Merchant 17%<br />
  33. 33. Washington, DC<br />Existing only<br />5%<br />Both<br />15%<br />Purchased<br />30%<br />New only<br />10%<br />Existing only<br />6%<br />Baltimore<br />Both<br />10%<br />New only<br />8%<br />26<br />Use of Coupons From Daily Deal Websites<br />Purchased<br />24%<br />
  34. 34. 27<br />Do you know what this is?<br />
  35. 35. Scanning QR Codes With Smartphones<br />28<br />Washington<br />Baltimore<br />
  36. 36. Scanning QR Codes With Smartphones<br />29<br />Washington<br />Baltimore<br />
  37. 37. 30<br />Internet Sales Tax Would Impact Online Shopping <br />@<br />Washington, DC<br />
  38. 38. 31<br />Internet Sales Tax Would Impact Online Shopping <br />@<br />Washington, DC<br />No Effect 50%<br />
  39. 39. 32<br />Internet Sales Tax Would Impact Online Shopping <br />@<br />Washington, DC<br />No Effect 50%<br />Somewhat Reduce 32%<br />
  40. 40. 33<br />Internet Sales Tax Would Impact Online Shopping <br />@<br />Washington, DC<br />No Effect 50%<br />Somewhat Reduce 32%<br />Greatly Reduce 14%<br />
  41. 41. 34<br />Internet Sales Tax Would Impact Online Shopping <br />@<br />Washington, DC<br />No Effect 50%<br />Somewhat Reduce 32%<br />Greatly Reduce 14%<br />Stop Completely 4%<br />
  42. 42. 35<br />Internet Sales Tax Would Impact Online Shopping <br />Baltimore<br />@<br />
  43. 43. 36<br />Internet Sales Tax Would Impact Online Shopping <br />Baltimore<br />No Effect 41%<br />@<br />
  44. 44. 37<br />Internet Sales Tax Would Impact Online Shopping <br />Baltimore<br />No Effect 41%<br />Somewhat Reduce 33%<br />@<br />
  45. 45. 38<br />Internet Sales Tax Would Impact Online Shopping <br />Baltimore<br />No Effect 41%<br />Somewhat Reduce 33%<br />Greatly Reduce 17%<br />@<br />
  46. 46. 39<br />Internet Sales Tax Would Impact Online Shopping <br />Baltimore<br />No Effect 41%<br />Somewhat Reduce 33%<br />Greatly Reduce 17%<br />Stop Completely 9%<br />@<br />
  47. 47. 40<br />What does this mean? <br /><ul><li>The explosion of Smartphones is leading to new ways to communicate with consumers.
  48. 48. Consumers do read online reviews, but far fewer are actually contributing to them.
  49. 49. Online couponing through daily deal websites continues to grow, but what is the impact?
  50. 50. What could the impact of an Internet Sales Tax ultimately be?</li></li></ul><li>41<br />Coming next quarter… <br /><ul><li>Consumers’ behavior with respect to the environment.
  51. 51. Willingness to pay more for products and services that are environmentally friendly.
  52. 52. Consumers’ attitudes toward the environment.
  53. 53. Consumer optimism for the future of the environment.
  54. 54. Who do consumers feel are responsible for protecting the environment?
  55. 55. Corporations’ role or impact on the environment.
  56. 56. Biggest barriers to environmental improvements.</li>
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