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20070705 Forrester Onlinesurvey
 

20070705 Forrester Onlinesurvey

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Enquête datée du 5 juillet 2007, menée auprès de 4000 personnes aux USA

Enquête datée du 5 juillet 2007, menée auprès de 4000 personnes aux USA

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    20070705 Forrester Onlinesurvey 20070705 Forrester Onlinesurvey Presentation Transcript

    • Survey Highlights: North American Technographics® Consumer Technology Online Survey, Q1 2007 Forrester Research From: North American Technographics Consumer Technology Online Survey, Q1 2007 by Ted Schadler with Gina Zavradinos July 5, 2007
    • Table of contents Key survey data points 3 Device ownership 4 Online activities at home 5 Online security and concerns at home 6 Broadband, including satisfaction 7 Home networks 10 Mobile Internet 14 VoIP (Voice over IP) 18 More information 19 2ntire contents © 2007 E Forrester Research, Inc. All rights reserved.
    • Key data points from the survey • Most online consumers own “need-to-have” items, such as desktop PCs and cell phones; ownership drops substantially for “nice-to-haves,” such as MP3 players and DVRs. • Online social media is on the rise — half of US online adults read blogs; however, only two in 10 publish their own blogs. • Seventy-three percent of consumers with a broadband Internet connection made the switch in favor of speedier communication. • Price continues to deter people from getting a broadband Internet connection: 59% of non-users say that price is why they have yet to sign up. • More than one-fourth of online US consumers have a home network; 72% use it for sharing a broadband connection across PCs. • Four in 10 mobile phone owners find the mobile Internet useful; however, many agree that they would use it more with improvements. • Awareness of VoIP is high, but only 7% of online adults currently use VoIP. 3ntire contents © 2007 E Forrester Research, Inc. All rights reserved.
    • Most consumers own desktop PCs and cell phones Q.10 “Which of the following devices do you own?” Desktop PC 88% Cell phone 71% Digital still camera 59% Laptop or notebook PC 38% Videogame console 36% Portable MP3 player 30% Router 26% DVR 23% Smartphone 4% Base: 3,949 US online adults (multiple responses accepted) Source: North American Technographics® Consumer Technology Online Survey, Q1 2007 4ntire contents © 2007 E Forrester Research, Inc. All rights reserved.
    • Researching and purchasing products are the top online activities, but social networking is on the rise Q.11 “Please indicate how often you do the following things online.” Research products 42% 49% 91% Purchase products 17% 71% 88% Watch Internet video 23% 36% 59% Use instant messaging 32% 24% 56% Listen to Internet radio 21% 34% 55% Read blogs 18% 32% 50% Use social networking sites 20% 19% 39% 4% Video chat 15% 19% Do at least weekly Do less than weekly 6% Publish a blog 13% 19% 0% 20% 40% 60% 80% 100% Base: 3,949 US online adults (multiple responses accepted) Source: North American Technographics® Consumer Technology Online Survey, Q1 2007 5ntire contents © 2007 E Forrester Research, Inc. All rights reserved.
    • When it comes to protecting home computers, consumers’ top choices are antivirus software and pop-up blockers Q.13 “What security measures do you currently use to protect your main home computer?” Anti-virus software 85% Pop-up blocker 75% Anti-spyware sotware 68% Spam blocker 66% Personal firewall software 64% Anti-phishing software 31% Security software suite 22% Parental controls 16% Wireless security software 14% I'm not sure 5% I don't use any 3% Base: 3,949 US online adults (multiple responses accepted) Source: North American Technographics® Consumer Technology Online Survey, Q1 2007 6ntire contents © 2007 E Forrester Research, Inc. All rights reserved.
    • Speedier communication is the top reason why online consumers sign up for broadband Q.36 “Which of the following reasons encouraged you to sign up for broadband (high-speed) Internet?” Faster speed for email and other communications 73% More reliable connection 63% Wanted to free up phone line 52% Faster speed for downloading software, 52% music, or videos Wanted always-on connection 51% Faster speed for working at home 40% Faster speed for emailing photos 37% Faster speed for playing games 30% Offered a discount package on broadband & other services 22% Offered a discount on broadband alone 9% Base: 2,217 US online adults with a broadband Internet connection (multiple responses accepted) Source: North American Technographics® Consumer Technology Online Survey, Q1 2007 7ntire contents © 2007 E Forrester Research, Inc. All rights reserved.
    • Online consumers understand broadband more this year, but price and range of service options continue to turn non-users off Q.38 “Thinking of your reasons for not having a broadband (high-speed) Internet connection, how much do you agree with the following statements?” [Includes “4” and “5” responses on a 1-5 scale where 5=“Strongly agree.”] 51% Price is too high 59% 25% Have access to high-speed Internet at office 28% 32% Don't see any reason why I need it 33% N/A Security concerns 21% 16% Range of service options is confusing 19% 13% Concerns it will be difficult/complex to set up 16% 2006* Don't understand what broadband is 14% 12% 2007 *Base: 2,029 US online adults who do not have a broadband Internet connection Base: 1,585 US online adults who do not have a broadband Internet connection Source: North American Technographics® Consumer Technology Online Survey, Q1 2007 and Forrester’s North American Consumer Technology Adoption Study Q1 2006 Devices & Access Online Survey 8ntire contents © 2007 E Forrester Research, Inc. All rights reserved.
    • Broadband users are more satisfied with their Internet service than dial-up users Q.40 “With regard to your current home Internet service, how satisfied are you with the following?” [Includes “4” and “5” responses on a 1-5 scale where 5=“Extremely satisfied.”] 80% Reliability of the connection 49% 75% Speed-performance of connection 22% 55% Customer service over the phone 46% 56% Value for service plan 53% 51% Customer service over the Internet 43% 50% ISP's self-service Web site (e.g., bill pay) 43% 46% Broadband Free extra services such as security software Dial-up* 38% Base: 2,217 US online adults with a broadband Internet connection *Base: 1,415 US online adults with a dial-up Internet connection Source: North American Technographics® Consumer Technology Online Survey, Q1 2007 9ntire contents © 2007 E Forrester Research, Inc. All rights reserved.
    • More than one-fourth of US online adults have a home network Q.16 “Do you have a home network?” Don't know, 6% Yes, 27% No, 67% Base: 3,949 US online adults Source: North American Technographics® Consumer Technology Online Survey, Q1 2007 10ntire contents © 2007 E Forrester Research, Inc. All rights reserved.
    • Four in 10 US home network owners have a wireless home network Q.17 “What type of home network do you have?” Don't know, 5% Other, 6% Ethernet, 18% Wireless, 44% Mixed of wired and wireless, 27% Base: 1,058 US online adults with a home network Source: North American Technographics® Consumer Technology Online Survey, Q1 2007 11ntire contents © 2007 E Forrester Research, Inc. All rights reserved.
    • Consumers set up home networks mainly for sharing and expanding their Internet connection Q.20 “What prompted you to set up a home network?” Share broadband connection 72% Access Internet throughout house 60% Share printer 37% Connect game console to Internet 12% Listen to music on PC in multiple rooms 12% Display photos/videos on PC on TV 9% Other 8% Price dropped 7% Watch Internet video on TV 6% ISP offered it for free 4% Base: 1,058 US online adults with a home network (multiple responses accepted) Source: North American Technographics® Consumer Technology Online Survey, Q1 2007 12ntire contents © 2007 E Forrester Research, Inc. All rights reserved.
    • Those with a home network connect to PCs and printers Q.25 “Which of the following devices do you have connected to your home network?” Desktop PC 89% Laptop 70% Networked printer 43% Networked game console 13% Media center PC 10% DVR 10% Media gateway 4% Audio player 3% Sling box 2% Other 2% Base: 1,058 US online adults with a home network (multiple responses accepted) Source: North American Technographics® Consumer Technology Online Survey, Q1 2007 13ntire contents © 2007 E Forrester Research, Inc. All rights reserved.
    • Most online cell phone owners do not purchase content for their cell phones Q.47 “For each of the following types of content for your cell phone, please specify from where, if at all, you purchase it.” [Respondents that answered, “I do not purchase this type of content.”] Video clips 94% Music 91% Applications 91% Screensavers or 86% graphics Games 84% Ringtones 77% Base: 3,272 US online adults who own a cell phone Source: North American Technographics® Consumer Technology Online Survey, Q1 2007 14ntire contents © 2007 E Forrester Research, Inc. All rights reserved.
    • Among consumers who purchase mobile content, most buy it from their mobile operator using their phone Q.47 “For each of the following types of content for your cell phone, please specify from where, if at all, you purchase it.” From mobile operator From other content From mobile operator's From content using my phone providers using my Web site providers' Web site phone 18% 16% 16% 14% 12% 12% 10% 10% 8% 6% 5% 5% 4% 4% 3% 3% 3% 2% 2% 2%2% 2% 2% 2%2% 2% 2% 1% 1%1%1% 1% 1% 0% Applications Video clips Screensavers/Music Games Ringtones graphics Base: 3,272 US online adults that own a cell phone (multiple responses accepted) Source: North American Technographics® Consumer Technology Online Survey, Q1 2007 15ntire contents © 2007 E Forrester Research, Inc. All rights reserved.
    • Four in 10 consumers find the mobile Internet useful Q.52 “Thinking about the last few times you browsed the mobile Internet, how much do you agree with the following statements?” [Includes “4” and “5” responses on a 1-5 scale where 5=“Strongly agree.”] The mobile Internet is useful 42% Mobile Web sites are legible on my mobile 31% screen The mobile Internet is a valuable addition 30% to my life The mobile Internet is fun/entertaining 29% It is easy to navigate mobile Web sites on 25% my cell phone Using the mobile Internet on my phone is 23% an enjoyable experience It is easy to find mobile Web sites 21% Base: 680 US online adults who own a cell phone and browse the mobile Internet Source: North American Technographics® Consumer Technology Online Survey, Q1 2007 16ntire contents © 2007 E Forrester Research, Inc. All rights reserved.
    • Those currently browsing the mobile Internet would be likely to do so more with improvements Q.50 “I would use the mobile Internet on my cell phone more frequently . . .” Q.51 “I would use the mobile Internet on my cell phone . . .”* [Includes “4” and “5” responses on a 1-5 scale where 5=“Strongly agree.”] 61% If it cost less to use 41% If the sites on the mobile Internet looked 58% more like they do on a computer 25% Browse Internet on cell 52% If the network were faster phone* 17% Do not browse Internet on 51% cell phone If it used less battery power 29% 45% If my phone had a larger screen 22% 39% If my phone had a keyboard 17% Base: 680 US online adults who own a cell phone and browse the mobile Internet *Base: 2,591 US online adults who own and cell phone and do not browse mobile Internet Source: North American Technographics® Consumer Technology Online Survey, Q1 2007 17ntire contents © 2007 E Forrester Research, Inc. All rights reserved.
    • Six in 10 online consumers have heard of VoIP, but only 7% currently use the service Q.42_1 Have you heard of VoIP before? 61% Q.42_2 Are you interested in using VoIP 17% service in the future? Q.42_3 Do you use VoIP service today? 7% Q.42_4 Have you cancelled your traditional 5% landline phone and replaced it with VoIP? Base: 3,949 US online adults Source: North American Technographics® Consumer Technology Online Survey, Q1 2007 18ntire contents © 2007 E Forrester Research, Inc. All rights reserved.
    • Survey and data methodology Name of survey: North American Technographics® Consumer Technology Online Survey, Q1 2007 Survey sample size: 4,562 Forrester conducted an online survey of 4,562 US and Canadian individuals, aged 18 to 88, fielded in January and February 2007. For results based on a randomly chosen sample of this size (N=4,562), there is 95% confidence that the results have a statistical precision of plus or minus 1.4% of what they would be if the entire population of North American online individuals 18 and older had been surveyed. Forrester weighted the data by country, age, gender, income, broadband adoption, and technology attitude to represent demographically the adult North American online population. The survey sample size, when weighted, was 4,485 (note: Weighted sample sizes can be different from the actual number of respondents to account for individuals generally underrepresented in online panels). The sample was drawn from members of MarketTools’ online panel, and respondents were motivated by a sweepstakes drawing. The sample provided by MarketTools is not a random sample. While individuals have been randomly sampled from MarketTools’ panel for this particular survey, they have previously chosen to take part in the MarketTools’ online panel. 19ntire contents © 2007 E Forrester Research, Inc. All rights reserved.
    • More information on this survey Topics: This survey is available to our North American Consumer Technographics® clients. It covers consumer technology topics, including device adoption, online activities, Internet access, broadband satisfaction and purchase motivation, home networking purchase motivation, PC security software, mobile content, and VoIP. Analyses available: We can analyze the data in this survey on a variety of dimensions, including age, gender, income, and household composition; wireless carrier and broadband adoption and brands; online activities, including blogging and social networking; technology attitudes, and the Technographics segmentation. For more information: Please contact us at ConsumerDataAdvisor@forrester.com for a custom data cut. 20ntire contents © 2007 E Forrester Research, Inc. All rights reserved.