APRIL 2013: Google/Ipsos Data Breakdown - Boomers


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APRIL 2013: Google/Ipsos Data Breakdown - Boomers

  1. 1. Google Confidential and Proprietary 112013 Boomers ResearchSummaryGoogle/Ipsos MediaCTU.S., March 2013
  2. 2. Google Confidential and Proprietary 22ObjectiveTo gain a better understanding of the boomers and seniors audience,particularly in terms of their behaviors related to decision making andhow they search for information via both offline and online channels. Methodology15 minute Attitude & Usage survey to examine attitudes andbehaviors among a total of 5,100 U.S. respondents; recruited fromMarch 6th to March 18th, 2013•  N=4,080 Boomers ages 45-66•  A general population control cell of 1,000 respondents ages18–64 year olds was also included for comparison purposes 
  3. 3. Google Confidential and Proprietary 33Key Findings  The Internet is an everyday part of boomers’ lives; it is the top sourcefor gathering information on topics of interest with time spent onlineequal to TV. As an advertiser, it is critical to be present across many digitalplatforms in order to engage this audience. Online video, search, and socialnetworks build upon each other.  A large majority of boomers watch online video with 84% of boomersreporting YouTube as the preferred site. 1 in 3 Boomer online videoviewers spends more time watching online videos than TV.  Social networking sites are used daily by the majority of boomers withFacebook ranking #1 as the most used social network. More than halffollow a group or organization on a social platform.  Search is a major driver of both online and offline actions for boomers -91% have taken action as the result of search. Relevancy, familiarity, andtrust are equally important in influencing which search results are clicked on.1234
  4. 4. Google Confidential and Proprietary 44Key Findings  Along with PCs, boomers are using mobile phones and tablets to accessthe Internet. 41% use phones with advanced internet capabilities (includingsmartphones), and 20% use a tablet. Further, multi-screen use is common with78% of mobile device owners reporting using more than one device at a time.  This audience is involved and/or interested in a variety of US societalcauses and government-related issues surrounding healthcare, senioradvocacy, and retirement planning. Online media platforms drive strongawareness as well as action via website visitation, content sharing and onlineadvocacy.  Senior living is an important topic to this audience - 68% of boomersactively search for information about senior living options. The internetis the number one source with 43% going online, while 68% think it is importantto be able to find senior living information online.567
  5. 5. Google Confidential and Proprietary 55Internet is the #1 source used to gatherinformation; time spent online equal to TVSources used to learn more about a topic of interestQ1: Approximately how much time do you spend on each of the following activities in an average week? Please select an amount of time for each activity.Q6: Wed like to get a sense of how you typically gather information on topics that interest you or that you want to learn more about. Select all the sources you use togather information.Base: Boomers (n=3,731)15hrsTime spent online inan average week15hrsTime spent watching TV inan average weekDirect MailRadioBrochuresMagazines/NewspapersTelevisionInternet64%51%35%34%31%84%
  6. 6. Google Confidential and Proprietary 66News & weather most accessed type of informationonline, followed by shopping and discountsInformation accessed online – past monthQ5: Which of the following type(s) of information have you accessed online in the past month? Select all that apply.Base: Boomers (n=3,371)67%59%46%47%46%41%37%41%36%36%31%30%29%28%28%News & WeatherShoppingCoupons or discountsGamingFood InformationMedicalFinanceEntertainmentRestaurant informationNavigationalTravelSportsGovernmentHealth & fitnessTechnology
  7. 7. Google Confidential and Proprietary 7745%26%26%20%15%9%5%YouTubeFacebookNetflixHuluYahoo! VideoMSNAOLMySpaceMajority of boomers watch online video; YouTubeis the most used online video websiteOnline video websites used84%6 in 10Boomers watch online videoQ3: Here is one more list of online activities. Which of these activities do you ever do online? Select all that applyQ13: Which of the following online video websites (e.g., YouTube, Yahoo! Video, Hulu) do you use to watch online videos (including all online content such as videos, shows,movies, etc.)? Select all that apply.Q
  8. 8. Google Confidential and Proprietary 88Some Boomer video viewers even watch moreonline video than television32%of Boomer online video users spendmore time watching online videos than TVvs. 27%of general pop
  9. 9. Google Confidential and Proprietary 99News, humor, TV shows / movies, and music arethe most watched types of videoTypes of video like to watch (top choices)Q14: Which of the following kinds of online videos (including all online content such as videos, shows, movies, etc.) do you like to watch?Base: Online Video Users, Boomers (n=2,394)34%31%30%29%21%19%16%News Humor Full-length movies& TV showsMusic Weather Food & cooking Sports
  10. 10. Google Confidential and Proprietary 1010Online video viewing prompts action amongboomers93%3 in 447%39%38%32%25%19%of online video watchers have taken action as a result of online videoForwarded a link or video to someoneClicked on a link I was interested inSearched online for more informationLooked for related online videosPosted a comment on the videoRated a videoQ17: Have you ever taken any of the following actions as a result of viewing videos (including all online content such as videos, shows, movies, etc.) on online video websites(such as YouTube, Yahoo! Video, Hulu)?
  11. 11. Google Confidential and Proprietary 1111  Q4: How often do you go online using an Internet-enabled device to do the following every day?; Q11: Which of the following social networking sites (likeFacebook, Google+, MySpace, etc) do you use or are you currently a member of?Social networking sites used daily by mostboomers; Facebook ranks #127%25%25%16%11%13%3%2%2%3%Google+LinkedInTwitterClassmates.comPinterestMySpaceTumblrFoursquareRedditOther97%71%Boomers (n=1,832)
  12. 12. Google Confidential and Proprietary 1212Boomers engage in a variety of activities on socialnetworks  Q12: Which of the following do you typically do while on social networking sites (like Facebook, Google+, MySpace, etc)?Activities done on a social network57%Follow a group or organization43%Post and watch videos27%Support a cause46%Update my status
  13. 13. Google Confidential and Proprietary 1313#1 Use a search engine* 82%#2 Read or write personal email 80%#3Look up maps, driving directions, orpublic transportation information 71%#4 Shop for products or services 71%#5 Visit social network sites 64%Search, followed by email are top online activitiesfor boomersTop 5 activities done online* Search is the #1 source used to gather infoQ2: Which of the following activities do you ever do online? Select all that apply.Q3: Here is one more list of online activities. Which of these activities do you ever do online? Select all that apply.@
  14. 14. Google Confidential and Proprietary 1414Traditional media, family, and friends drive onlineinformation searchSources prompting an online search – at least weeklyQ7: How often, if ever, do you see or hear about a topic that interests you from the following sources and then search for information online? Select one for each.Base: floatingSpouse/significant other 59%Television 58%Radio 50%Magazines/newspapers 48%My children 48%Friends 40%
  15. 15. Google Confidential and Proprietary 1515Like online video, search prompts actionQ10: Which of the following actions, if any, have you taken as a result of using search engines (like Google, Yahoo!, Bing, etc.)? Please select up to three responses.Base: Search Users (n=4,792. Base: Online Video Users (n=5,152)91%of search users take action as a result of a search57%49%38%37%32%Visited a retailer/storeTalked to others about something I learned from a searchLooked for more information onlineCalled or contracted a business, store or organizationThought more favorably about a topic of interest
  16. 16. Google Confidential and Proprietary 1616Boomers are using mobile platforms to access toonline resources and contentOnline sources used to gather info on mobileQ18: Which of the following types of mobile devices, if any, do you use regularly? Select all that apply.Q21: Which, if any, of the online sources have you used on your device to gather information on topics that interest you or that you want to learn more about?Base: Boomers who gather information on a mobile deviceBoomer smart phone users v. tablet users20%use a tablet41%use a mobile phonewith advancedcapabilities74%73%71%50%44%37%75%67%75%61%66%58%Social networking sitesEmailsSearch EnginesNews WebsitesOnline video websitesBlogs or message boardsMobileTablet
  17. 17. Google Confidential and Proprietary 1717…and engaging with other screens simultaneouslyand sequentiallyQ22: Do you ever use more than one device at the same time (i.e. watching TV while using your PC or laptop)?Q23: Do you ever look for information on one device and continue on another? For example, you might be looking for information on your mobile device, but then go on yourPC to examine further, or vice versa.Base: Smartphone and Tablet Users, Boomers (n=1,889)Simultaneous78%Sequential67%17%19% 67%31%49%PCTVSmartphone
  18. 18. Google Confidential and Proprietary 1818Boomers are involved and interested in a varietyof societal causes and movements  Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study; P1: Are you currently involved in any of the following type(s) of causes ormovements? Base: 5,100; P3: How interested are you in getting involved in each of the following type(s) of US societal causes orgovernment related issues in the future? Select one for each.Healthcare 71%Social Security 71%Medicare 65%Retirement 60%Senior Issues 60%Medical Research/Disease Prevention & Awareness 58%Affordable Home Energy 57%Disability Rights 48%Joblessness 46%Medicaid 46%Top 10 US societal causes & issues:Interest in future involvement62%of boomers and seniorscurrently participate in acause or movement
  19. 19. Google Confidential and Proprietary 1919Health and financial issues are top of mind forboomers  Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study; B1: Now we would like to ask you your opinion on a variety oftopics. Again, there are no right or wrong answers. We are simply interested in your opinion. Please indicate how much you agreeor disagree with each of the following statements. Base: Boomer & Seniors (n=5,100)60%53%50%49%38%34%33%31%29%28%Am concerned about my healthWant to keep earning money to retire morecomfortablyLook forward to retiring/doing what I wantNeed health insuranceKeep working b/c income from othersources isnt enoughFeel confident and proactive financiallyOften donate my time/money to a causeFeel confident in my estate planningHave a job that keeps me fulfilledHave a job that is fun/enjoyable
  20. 20. Google Confidential and Proprietary 2020Almost half of boomers use the Internet to findinformation specifically related to senior livingSources used to gather information about senior living servicesC8: Which of the following sources do you use to gather information about services related to senior living?Base: Boomers (n=4,080)68%of boomers activelyseek information onservices related tosenior living49%43%27%25%20%20%16%16%11%Word of mouthInternetFriendsBrochure or cataloguesTelevisionProfessional expertSpouse/significant otherMagazines/newspapersDirect mail
  21. 21. Google Confidential and Proprietary 2121Participation and communication to others aboutcauses & issues happens online3 in 5share or communicateinformation about a causeto others65%read articles and visit cause-related websitesto stay updated20%follow, like or +1 acause-related group ororganization onlineAmong Boomers currently involved in cause  P5: How do you typically share or communicate information about US societal causes or government related issues with others?
  22. 22. Google Confidential and Proprietary 2222 C10: Thinking about this stage of your life, how important is it to you to be able to access information online related to senior living for yourself or others? Base: Boomers (n=3,294)Accessing senior living information online isimportant to most boomers70%of boomers believe it isimportant to be able toaccess information onlinerelated to senior living
  23. 23. Google Confidential and Proprietary 2323Boomers are most focused on quality of care andcost when considering senior living options C7: Thinking about the inability to care for yourself or other family members, which of the following factors are important youyou when deciding on senior living (e.g. retirement communities, assisted living, nursing homes) arrangements? Base: Boomers (n=4,080)66%66%44%36%34%32%28%Quality of careCostProximity to childrenOn-site activitiesAbility to live with spouse/significant otherTransportationAbility to have petImportant factors when deciding senior living arrangements