H.Engage Data Book April 2013
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H.Engage Data Book April 2013

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In May 2012, we released the second version of our Data Book: A PowerPoint compilation of the best publicly available research from the last two years on how employees are using social media, games ...

In May 2012, we released the second version of our Data Book: A PowerPoint compilation of the best publicly available research from the last two years on how employees are using social media, games and mobile devices in their personal lives.

Today, we’re pleased to release the April 2013 Data Book, which builds upon the prior report. Slides that have been revised are marked with “updated” in the upper right hand corner, and slides that are new are marked "new".

Some highlights:

Time spent reading print communications has decreased by 33% in the last four years, while time spend engaged in mobile has increased by 200%.
87% of adults now own a cell phone
80% of Americans text
81% of adults use the internet
71% of smartphone users say they use them at work
As we did last time, we’ve purposely left this document as a PowerPoint instead of a PDF. Take the slides and drop them into presentations. And feel free to send us a note to ask additional questions and share what you’re hearing from your leaders and clients.

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  • Did not update since the last deck, may 2012

H.Engage Data Book April 2013 H.Engage Data Book April 2013 Presentation Transcript

  • April 2013 Data Book Download Data Book 1
  • IntroductionAt H.Engage, we believe that the best way to influence change is to beequipped with the right data. The April 2013 Data Book builds upon the priorMay 2012 Data Book, and compiles the most recent research on trends inmobile, social and gaming. Slides that have been updated are marked with“updated” in the upper right hand corner, and slides that are new are markedwith “new.”We’ve purposely left this document as a PowerPoint instead of a PDF. Feelfree to take the slides and drop them into presentations. And don’t hesitate tosend us a note to ask additional questions and share what you’re hearingfrom your leaders and clients.All the best,Vlad GysterCo-founder, CEOvlad@hengage.com617-858-5238 2
  • The headlines 91% of smartphone owners text 87% of U.S. adults own a cell phone Pew Research Center, Dec. 2012 Pew Research Center, Nov. 2012 of smartphone owners use 71% them at work Think Insights with Google Gaming is the #2 online and mobile activity of adults < 50 years old use text Pew Research Center, Sept. 2012 92% messaging Pew Research Center, Nov. 2012Americans have Average gamer is 30tripled the amount of years oldtime they spendconsuming media on Social media is Internet usage:their mobile phones the #1 online and 81% percent of adultssince 2009, while mobile activity. use the internet. 17% 47% 53%time spent reading 67% of adults use their mobile phone Women Menprint continues to use social as their primary Internetdecline networking accessBusiness Insider, Oct. 2012 Pew Research Center, 2013 Pew Research Center, 2011 ESA, 2012 3
  • NEW How media consumption has changed from 2009 - 2012 Americans are paying less attention to print, and far more attention to mobile phones. How Americans are consuming media 2009 2010 2011 2012 30% 4% 26%% of media consumption time 25% 25% Mobile phones have 20% tripled their share since 2009 Print continues its decline 15% 200% 12% 10% 9% 33% 6% 5% 4% 0% Online Mobile Print eMarketer via Business Insider via H.Engage October 2012 4
  • UPDATED87% of adults own a cell phone Relative to other technologies, cell phones are unmatched in their adoption rates. % of U.S. adults who own technology 87% 61% 58% 43% 43% 31% 26% Cell phone Laptop Desktop MP3 player Game Tablet e-Book reader consolePew Research Center via H.EngageDecember 2012 5
  • NEWLandline vs. mobile phone penetrationLandline-only households have declined as households with one or morecellphones have increased drastically. U.S. phone penetration Landline One or more cell phones 100% 86% 90% 80% % of U.S. households 84% 70% 60% 50% 40% 30% 20% 10% 0%Marketing Charts via H.EngageSeptember 2007 6
  • NEWU.S. smartphone penetrationOver half of mobile phone owners now have a smartphone. 71% of themuse it in the workplace. U.S. smartphone penetration Smartphone Feature phone 80% 71% 70% 70% 70% 66% 64% 62% 63% 59% 58% 57% 57% % of U.S. mobile subscribers 60% 56% 56% 54% 52% 52% 50% 50% 43% 44% 44% 38% 37% 37% 40% 41% 42% 48% 40% 35% 36% 46% 48% 30% 30% 20% 10% 0%Nielsen via H.EngageMarch 2012 7
  • Lower income brackets are the fastest growing adopters ofsmartphones17% of people use their smartphones as their primary access to the Internet. Smartphone ownership by household income May-11 Feb-12 80% 15% 70% 68% % of adults who own smartphone 59% U.S. avg 60% 55% 15% 29% (50%) 46% 49% 50% 40% 38% 40% 34% 30% 22% 20% 10% 0% <30,000 30,000 - 49,999 50,000 - 74,999 75,000 +Pew Research Center via H.EngageMarch 2012 8
  • NEWEverybody textsAll age segments send and receive a significant amount of texts perday, with 50 – 64 year olds seeing the highest increase over the last year. Text messaging by age May-11 Sep-12 100% 95% 97% 92% % of mobile phone owners 18 and over 90% 85% 80% 72% 70% 58% 60% 50% 40% 34% 30% 24% 20% 10% 0% 18-29 30-49 50-64 65+ Millennials (20 – 35) Young Boomers (48 – 57) Silent Generation (67 – 75) Generation X (36 – 47) Older Boomers (58 – 66)Pew Research Center via H.EngageNovember 2012 9
  • NEW Using text messaging as a communication tool Text messages have a drastically larger open and response rate in comparison to other forms of communication for marketing. Open rate Response rate SMS 98% SMS 45%Emails 20% Emails 6% 0% 20% 40% 60% 80% 100% 0% 10% 20% 30% 40% 50% Marketing Profs via H.Engage March 2013 10
  • NEWAmong smartphone users, sending text messages is the topactivity Top activities for smartphone owners Dec-12 Dec-11 Sent text 91% 74% Took photos 83% 60% Used email 78% 41% Accessed weather 67% 35% Accessed social networking 65% 35% Accessed search 58% 30% Played games 53% 31% Accessed maps 51% 27% Accessed news 49% 26% Listened to music 48% 24% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%ComScore via H.EngageDecember 2012 11
  • UPDATED81% of adults use the InternetInternet use is almost ubiquitous among working age adults (18-64). % of U.S. adults who use the Internet 94% 89% U.S avg. (81%) 77% 54% 18-29 30-49 50-64 65+ Millennials (20 – 35) Young Boomers (48 – 57) Silent Generation (67 – 75) Generation X (36 – 47) Older Boomers (58 – 66)Pew Research Center via H.EngageFebruary 2013 12
  • Top online activities for American adultsEmail, searching and social networking are among popular onlineactivities. Email is an extremely effective % of American adults who do this online communication tool Email 91% Search engine 91% Driving directions 84% Check weather 81% Health / medical info 80% News 78% Social networking 69% Banking 61% Play online games 36% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Pew Research Center via H.EngageSeptember 2012 13
  • Time spent on online activitiesSocial networking continues to dominate time spent online. % of American adults’ online activities Social networks 23% Online games 10% Email 8% Search engine 4% Videos / movies 4% Instant messaging 4% Portals 4% Classified / auctions 3% Entertainment 3% Software manufacturers 3% 0% 5% 10% 15% 20% 25%Pew Research Center via H.EngageSeptember 2012 14
  • NEWSocial networking use by age group67% of adults use online social networking sites. Social networking users by age All Internet users 18 - 29 30 - 49 50 - 64 65+ 100% 90% 80% 83% 77% 70% 67% 60% 50% 52% 40% 30% 32% 20% 10% 0% Aug-06 Aug-05 Aug-07 Aug-08 Aug-09 Aug-10 Aug-11 Aug-12 Feb-05 Feb-06 Feb-07 Feb-08 Feb-09 Feb-10 Feb-11 Feb-12 Nov-05 Nov-06 Nov-07 Nov-08 Nov-09 Nov-10 Nov-11 Nov-12 May-06 May-05 May-07 May-08 May-09 May-10 May-11 May-12Pew Research Center via H.EngageFebruary 2013 15
  • Who you know mattersThe science behind social networking shows that humans are social creatures. Sincethe beginning of time they have relied on the benefits of groups. Throughnecessity, social networks were then created to share experiences, needs anddesires. Increase in a persons chance of becoming obese if a friend became obese. That’s 57% more predictive than if they shared genes associated with obesity. Increase in a person’s chance of becoming happy if a friend who lived within a mile 25% became happy. Increase in a person’s chance of divorce if a friend or colleague divorced. The size of 75% the effect was measurable at two degrees of separation (friend of a friend), at 33%.Research by Nicholas Christakis 16
  • Who’s playing social games?The average social gamer is 30 years old. Gender Age % of social gamers 38% 37% 37% % of social gamers 36% 35% 34% Women 33% Men 32% 47% 32% 53% 31% 31% 30% 29% 28% Under 18 18 - 35 36 +ESA via H.Engage2012 17
  • NEWGaming is the most engaging smartphone appTime spent on mobile apps has dwarfed time users spend on the mobileweb. Smartphone users spend over 127 minutes per day on mobile apps. Time spent per type of smartphone app* Other 11% Utilities 10% Games 43% Entertainment 10% Social networking 26% *iOS and Android onlyFlurry via Business Insider via H.EngageNovember 2012 18
  • Online and videos 19
  • Adults average 32 hours per month onlineThose between the ages of 45-54 spent the most time online, averagingalmost 40 hours per month. Average hours spent online per person per month 39.3 37.4 36.5 35.8 33.7 32.2 22.3 12-17 18-24 25-34 35-44 45-54 55-64 65+ Millennials (20 – 35) Young Boomers (48 – 57) Silent Generation (67 – 75) Generation X (36 – 47) Older Boomers (58 – 66)ComScore via H.EngageQ1 2011 20
  • NEWOnline video demandThe U.S. online video market attracts an average of 75 million viewersdaily and streams nearly 40 billion videos per month. # videos viewed on top sites in a year (billions) Google sites 188,758 Hulu 8,875 VEVO 7,626 Yahoo! sites 7,330 AOL, Inc. 7,199 Microsoft sites 5,744 Netflix.com 5,431 - 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 180,000 200,000ComScore via H.EngageFebruary 2013 21
  • Mobile 22
  • NEWThe multi-screen living roomMost U.S. adults are skilled multitaskers. 57% of the time we’re using oursmartphone, we’re also using another device. % of U.S. adults that use more than one device simultaneously 81% 66% 66% Use smartphone Use smartphone Use PC/laptop and television and PC/laptop and television together together togetherThink with Google via H.EngageAugust 2012 23
  • NEW80% of Americans textCell phone users across all demographic groups send and receive textmessages. Race Income 89% 90% 85% 79% 80% 78% 78% White, Non- Black, Non- Hispanic Less than $30,000 - $50,000 - $75,000 + Hispanic Hispanic $30,000 $49,999 $74,999 Gender Education 85% 86% 81% 80% 75% 65% Men Women No high High school Some college College + school gradPew Research Center via H.Engage diplomaNovember 2012 24
  • NEWText message and voice behaviors by age segmentThose under 18 exchange twice as many text messages as those in the18 – 24 age group. Average monthly voice and text usage by age Voice minutes used Texts sent / received 3000 2779 2500 2000 1500 1299 981 952 1000 896 757 631 592 587 441 398 500 234 80 32 0 < 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 + Millennials (20 – 35) Young Boomers (48 – 57) Silent Generation (67 – 75) Generation X (36 – 47) Older Boomers (58 – 66)Nielsen via H.EngageMarch 2010 25
  • UPDATEDSmartphones are helping close the technology access gap forlow income employees Low income (<$15,000) 18 – 24 year olds are 18% more likely to have a smartphone than high income ($100,000 +) 55 – 64 year olds. Smartphone penetration by age and income <$15,000 $15,000 - 35,000 $35,000 - 50,000 90% $50,000 - 75,000 $75,000 - 100,000 $100,000 + 80% 80% 77% 75% 74% 69%70% 70% 65% 64%65% 63% 60% 58% 60% 56% 53% 52% 50% 51% 48% 50% U.S. avg. = 46% 43% 44% 41% 42% 38% 40% 31% 32% 30% 30% 27% 23% 24% 21% 18% 20% 16%17% 16%15%16% 10% 0% 18 - 24 25-34 35-44 45-54 55-64 65+Pew Research Center via H.EngageFebruary 2012 26
  • UPDATEDThe majority of Americans are smartphone users45% of American adults own a smartphone. A smartphone is a mobile phone that offers advanced computing ability and connectivity. U.S. cell phone ownership A feature phone is a mobile phone that has May-11 Dec-12 less computing ability 60% than a smartphone, but more 48% than a basic mobile 50% 45% phone. 42% 40% 35% 30% 20% 17% 13% 10% 0% Smartphone Other cell phone No cell phonePew Research Center via H.EngageFebruary 2013 27
  • NEWU.S. smartphone penetration by ethnicityWhile Asian Americans lead smartphone adoption, almost 3 in 5 Hispanicmobile subscribers own a smartphone. Smartphone ownership by ethnicity Smartphone Feature phone 100% 33% 43% 46% 55% 90% 80% 70% 60% 67% 50% 57% 54% 40% 45% 30% 20% 10% 0% Asian/Pacific Islander Hispanic Black/African American WhiteNielsen via H.EngageMay 2012 28
  • NEWTop U.S. smartphone operating systems52% of smartphone owners have a phone that runs on the Androidoperating system, far surpassing Apple’s iOS system. Others Windows Employee apps phone that run on iOS only are 2% 5% inherently less inclusive Blackberry 7% Android Apple iOS 52% 35%Nielsen via H.EngageDecember 2012 29
  • UPDATEDMobile beyond calling and texting56% of U.S. cell phone users access the Internet on their mobile phones. % of U.S. mobile audience using mobile media Did not use mobile media 44% Used mobile media 56%Pew Research Center via H.EngageNovember 2012 30
  • Social media 31
  • NEWFacebook is the most popular social networking site/blogFacebook continues to dominate time spent on social networkingsites, accounting for 4 out of 5 hours on social networking sites. Share of time spent on social networking sites Facebook Tumblr.com Pinterest Twitter LinkedIn Other 1% 2% 2% 6% 6% 83%ComScore via H.EngageFebruary 2013 32
  • In mobile and social, older adults are catching upIncreased utilization of mobile phones and social media is especiallypronounced in the 55+ age segment. Year-over-year mobile Internet growth to social networking sites 109% 68% 61% 16% 13-17 18-34 35-54 55+Nielsen via H.EngageMay 2011 33
  • NEWMost access social media on their computerComputers are still the predominant way that people access social media;however, mobile phone access increased 9% between 2011 and 2012. How we access social media 2012 2011 94% Computer 97% 46% Mobile phone 37% 16% Tablet 3% 7% Handheld music player 7% 4% Internet enabled television 2% 4% Game console 3% 3% E-Reader 2% 0% 20% 40% 60% 80% 100% 120% % of social media usersNielsen via H.EngageDecember 2012 34
  • 20 – 30% of Facebook users drive the majority of activityThe rest of users receive more information and feedback from theirconnections than they contribute. Contribute Receive 12% of users tagged a 35% were tagged in a Photos friend in a photo photo Friend 40% of users made a 63% received a friend requests friend request request “Liked” a friend’s Had their own content “Likes” content 14 times “liked” 20 times Messages Sent 9 messages Received 12 messagesPew Research Center via H.EngageFebruary 2012 35
  • More are taking steps to manage their social network imageMajority of users now restrict access to their profiles and manage theinformation available about them. Privacy settings Privacy actions taken on social networking sites Private 2009 2011 Partially private (friends of friends) 70% 63% Completely public 60% 56% 50% 44% % of users 20% 40% 37% 36% 30% 30% 20% 19% 58% 10% 0% Untagged Deleted Unfriended photos comments someonePew Research Center via H.EngageFebruary 2012 36
  • 66% of adults use an online social media platformMost use social media platforms to stay in touch with family membersand friends (both new and old). Major reason adults use social networking sites 67% 64% 50% 14% 9% 5% 3% Staying in touch with Staying in touch with Connecting with old Connecting with Making new friends Reading comments Finding potential current friends family friends youve lost others with shared by celebrities, athletes romantic or dating touch with hobbies or interests or politicians partnersPew Research Center via H.EngageNovember 2011 37
  • Global 38
  • NEWThe mobile consumer around the globeMobile phones are a constant for consumers around the globe regardlessof demographics or geography. Global smartphone use Multimedia phone Smartphone Feature phone 10% South Korea 67% 23% 9% China 66% 25% 4% Australia 65% 31% 11% Italy 62% 27% 9% United Kingdom 61% 30% 9% United States 53% 38% 11% Russia 37% 51% 21% 36% Brazil 44% 20% Turkey 19% 61% 9% India 10% 80% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% % of mobile phone usersNielsen via H.EngageFebruary 2013 39
  • NEWHow global consumers pay for mobilePrepaid plans are far more popular outside of the United States. Pre-paid mobile service around the globe Smartphone Feature phone 100% 92% 90% 84% 80% 80% 74% 74% 74% 70% 66% 59% 59% 60% 55% 55% 55% 51% 50% 50% 40% 30% 30% 21% 20% 17% 15% 10% 2% 2% 0% India Russia Italy Brazil China Turkey Australia UK US KoreaNielsen via H.EngageFebruary 2013 40
  • Appendix 41
  • Level settingA look at the U.S. population % of U.S. population by age 8.0% 7.4% 7.2% 7.1% 7.0% 7.0% 6.7% 6.8% 6.8% 6.5% 6.6% 6.5% 6.5% 6.4% 6.0% 5.4% 5.0% 4.0% 4.0% 3.0% 3.0% 2.4% 1.9% 2.0% 1.2% 1.0% 0.5% 0.1% 0.0% 0.0% Under 5 to 9 10 to 15 to 20 to 25 to 30 to 35 to 40 to 45 to 50 to 55 to 60 to 65 to 70 to 75 to 80 to 85 to 90 to 95 to 100 + 5 years 14 19 24 29 34 39 44 49 54 59 64 69 74 79 84 89 94 99 years Millennials (20-35) Young Boomers (48-57) Silent Generation (67-75) Generation X (36-47) Older Boomers (58-66)U.S. Census Bureau via H.Engage2010 42