Summary of FEED: The Razorfish Consumer Experience Report. Overview of consumer digital behavior with statistics, trends, analysis. Looks at impact of search, feeds, widgets and social media on digital landscape.
2007 Study: Web 2.0 “Hot
or Not”? In 2007 we wanted to ﬁnd out what types of Web 2.0 tools were really being used by consumers (e.g. tag clouds). We found that consumers were far more sophisticated, and further along the adoption curve, then most had thought. Web 2.0 was beyond hot – it was mainstream. Image courtesy of web54.fortrabbit.de
2008 Study: Understanding Impact of
Web 2.0 How do people “live” online today? • How has Web 2.0 changed consumer • behavior? What is impact of the “social web”? • What drives online purchase habits? • Who is using the mobile web and what • are they doing?
Connected Consumers Shoot The Adoption
Curve “Connected consumers” are more sophisticated than most pundits would have you believe. They embrace social media, are actively building and reﬁning their own trusted personal networks, and are rapidly dabbling with emerging communication offerings like Twitter – en masse. Adoption Curve Theory, Crossing the Chasm, Geoffrey A. Moore Chart, Courtesy of KZERO
Today’s Widget Is Tomorrow’s TV
Set We found that search, feeds and widgets have radically shifted the landscape. Content now drives awareness, not advertising. We predict that marketers and publishers will merge tactics as content becomes becomes advertising for brands to reach and engage consumers and for publishers to acquire them.
“Connected Consumers” Are The New
Mainstream Access to broadband • Spent $200 online in the past year • Have visited “community” site (MySpace, YouTube, • Facebook, Classmates, Wikipedia etc.) Consumed or created some form of digital media • (photos, music, videos, etc.) Geographically and economically diverse •
Behavior Trumps Demographics Online In
June 2008, Razorﬁsh surveyed 1006 U.S. consumers (56% female, 44% male) evenly split between major metros and broader geographic representation. Survey Respondents % By Age
Start Me Up: The Age
of MeMedia Flourishes 64% of connected consumers have customized the homepage of their choice with content feeds, scheduled updates or features. 91% of connected consumers use one of the ﬁve major internet portals to start their online experiences.
Blunting The Edge: Web 2.0
Goes Mainstream 52% use RSS feeds with some regularity • 81% read “Most Popular” or “Most Emailed” frequently • 52% have shared bookmarks through a service • 41% use tag clouds with some regularity • 62% use widgets on Web sites such as Facebook or • iGoogle 55% use widgets on the computer desktop with some • frequency 28% use Twitter with some frequency •
Pokes No Joke: Navigating The
Social Landscape The biggest change in Internet behavior is social, with today’s killer apps connecting people and enabling conversations. MySpace, YouTube and Facebook are clear winners, Web 2.0 darlings like Yelp and Last.FM are not. Social Media Properties Used By Respondents
So Much To Talk About:
Social Time Spent Soars Regardless of which social media property they choose, consumers are spending massive amounts of time interacting with each other. 75% spend at least one hour per week on these properties with 19% spending seven hours a week or more.
The Tweet Effect: New Services
Connect, Attract Consumers are eager to try new things. Twitter, a relatively new service, was used with at least some frequency by 28% of connected consumers. In March, Nielsen said that Twitter grew by more than 1000% and has over 7 million users. Respondents Who Have Used Twitter With Some Frequency
It’s A People Business: Connecting
Is The Killer App The vast majority of consumers use social networks to connect with others. Few venture there for less-social goals such as ﬁnding out about products and services. Ditto for games and applications, despite proliferation.
Madison Ave. Boon: Ads Spark
Chatter, Sales The vast majority of consumers welcome advertising on social media properties. 40% have made a purchase based on an ad seen on a social media site and 49% have made a purchase based on a recommendation from social media site. Respondents Who Think Brands Should Respondents Who Have Made A Purchase Based Advertise On Social Media Properties On A Recommendation Through A Social Media Property
Social Inﬂuence Sways Shopping, Heavily
Peers continue to heavily inﬂuence consumer purchasing decisions. The large majority of consumers, 61%, rely on user reviews for product information and research, with a much smaller group, 15%, trusting editorial reviews. Source That Respondents Most Rely Upon When Making A Purchase Decision
The End Of Traditional Retailers?
Consumers turn away from retailers and turn to peers and search to ﬁnd products online. The vast majority prefer starting their shopping experience with a search engine than visiting the site of an established retailer or eCommerce leader. Digital Property That Respondents Would Use To Start Their Web Shopping Experiences
Advice To Retailers: Personalization +
Perks Works Personalized recommendation engines have big impact, with 65% of consumers making a purchases based on an automated recommendation. Another 65% indicate that loyalty programs highly inﬂuence purchase decisions. 65%are inﬂuenced based on recommendation engines and loyalty programs.
Takeaway: Consumers Lead Brands Into
Uncharted Territory, Reward Those That Break New Ground 1. Tomorrow’s great brands are relentlessly adapting to consumer behavior, not vice versa (e.g. Zappos) 2. Digital consumer behavior deﬁes demographics 3. Connecting is the killer app, tools that assist (e.g. Twitter) are tried widely, embraced by inﬂuencers 4. Distribution continues to trump destination, notion of “one-stop” experiences falling out of favor 5. Social media still in infancy, eventual monetization will leverage “inﬂuence” to purchases