Online Advocacy And blog Reading

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A Strategy One study about the rise of online in the advocacy process.

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Online Advocacy And blog Reading

  1. 1. The Online World A New Constituency Transatlantic Trends For USA, UK, France and Germany (closer look on Germany) Prepared by StrategyOne November 2007
  2. 2. Objectives and Research Approach <ul><li>Research Approach </li></ul><ul><li>Second year study looking at online advocacy </li></ul><ul><li>The execution of this study was carried out by international research firm, StrategyOne, a subsidiary of Edelman. </li></ul><ul><li>We conducted the survey using an omnibus survey in in each of four countries: Germany, UK, France and the USA. </li></ul><ul><li>The sample comprised of 1000 in Germany, 1007 in the UK, 954 in France, and 1000 in the USA. </li></ul><ul><li>The fieldwork for all four countries was conducted in August 2007. </li></ul>
  3. 3. <ul><li>TV remains King </li></ul><ul><ul><li>Predominant way people in all four countries access news information on social, economic and political affairs. </li></ul></ul><ul><ul><li>In both the UK and Germany nine in ten (90%) people use the TV, eight in ten (79%) use it in the US and three quarters (74%) of respondents in France. Not surprisingly, print newspapers/magazines are the second and third most popular way of accessing news information. </li></ul></ul><ul><li>Computers are catching up. </li></ul><ul><ul><li>The country which uses computers the most to access news information is the US (51%), followed by the UK (48%), Germany (26%) and then France (24%). Across all four countries, PDA’s and mobile phones are rarely used as a way if accessing news information. </li></ul></ul><ul><li>A generational split on access . </li></ul><ul><ul><li>Although it is not always a strong trend, generally it can be said that across all four countries, the three most established ways of accessing news information (TV, print and radio) are favoured more by the older generations, but for those using computers; the younger the respondent, the more likely they are to use it for accessing news information. </li></ul></ul><ul><li>Blog reading up in all countries </li></ul><ul><ul><li>In all four countries the frequency of those who read blogs in an average week has increased from 2006, most notably in France (0.62 to 0.89 times per week) and Germany (0.40 to 0.57). The UK and the US has seen a less dramatic rise, from 0.68 to 0.70 and 0.9 to 1.0 respectively. </li></ul></ul>
  4. 4. <ul><li>The more politically active you are, the more likely you read blogs. </li></ul><ul><ul><li>Influencers are considerably more frequent blog readers in all countries. In Germany (44%) they were more than twice as likely to read blogs than the total German respondents (18%). </li></ul></ul><ul><li>Franco-American likenesses exist, at least online. </li></ul><ul><ul><li>The US (31%) and France (31%) have the highest number of respondents reading blogs, followed by the UK (25%) and Germany (18%). In all four countries surveyed, the younger the respondent the more frequently they read blogs. This trend is particularly evident in the UK, with France, compared to 2006, now having a more even spread across the age ranges. </li></ul></ul><ul><li>Sex matters, except in the UK </li></ul><ul><ul><li>Male respondents in the US, Germany and France claim to be more frequent readers of blogs than women, as in 2006. In the UK however, women marginally claim to be the more frequent blog readers (0.72 and 0.67 respectively). </li></ul></ul><ul><li>Influencers are more driven to action in the real world from blogs. </li></ul><ul><ul><li>Influencers in all four countries are considerably more likely to have taken action than the total respondents who read blogs. Of those who read blogs, over a third (34%) in the UK claim to have taken action because of something they have read, which is more than in any of the three countries. Influencers in the UK are also well ahead, with over six in ten (64%) claiming action. </li></ul></ul>
  5. 5. A Closer Look at the Findings
  6. 6. Where we get our news TV number one, computers growing <ul><li>TV is the most common way people in all four countries access news information on social, economic and political affairs. Not surprisingly print newspapers/magazines and radio are the second and third most popular ways of accessing such information. </li></ul><ul><li>Interestingly the US (51%) use computers the most out of the four countries surveyed, to access news information, followed closely by the UK (48%) and then considerably less for Germany (26%) and France (24%). Mobile phones and PDA’s are yet to have a significant impact as a way of accessing news information in any of the four countries surveyed. </li></ul>Base UK 1007, US 1000, Germany 1002, France 954 Q.1 Thinking about social, economic and political affairs, how do you usually access news information on these issues?
  7. 7. Germany News Information Access – by Age <ul><li>TV, print and radio are the three most popular ways of accessing news information for the German population. Those using print media are more likely to be from the older generations 45-65+ year olds than from the younger ones. This trend, also applies to radio, whereas TV is used more evenly spread across all age ranges. </li></ul><ul><li>Respondents in Germany are significantly less likely to use a computer as a way of accessing news information than those in the UK and the US. Age has a significant bearing too, with nearly half (48%) of 18-24 years old say they usually use the computer to access news information, compared to less than 1 in 10 (9%) 65+ year olds. </li></ul>Base Germany 1000 Q.1 Thinking about social, economic and political affairs, how do you usually access news information on these issues? Print Newspapers/Magazines Computer
  8. 8. Frequency of Blog readership USA, UK, France and Germany - Mean Scores <ul><li>Respondents in Germany read blogs significantly less in an average week (0.57) than those in the UK (0.70), France (0.81) and the US (1.0). </li></ul><ul><li>Just under one in five of respondents in Germany (18%) claim to read blogs at least once in an average week which is less than a quarter of people in UK (25%) and nearly a third in France (31%) and the US (31%). </li></ul>Q.2 How many days in an average week do you read so-called web-logs or blogs. These are websites that provide personal commentary, journal entries, recommendations and links to news articles and other sites of interest compiled by an author and his or her readers? days in an average week Base Germany 1000 UK 1007 France 954 US 1000 % Read Blogs 31% 31% 25% 18% % Do Not Read Blogs 67% 61% 73% 77%
  9. 9. Blog readership up across all countries Frequency of Blog readership – <ul><li>France has seen the biggest increase in the frequency of blogs readers, with a rise from 0.62 days per week in 2006 to 0.89 days per week in 2007. Out of the four countries surveyed they are now second, behind the US, having overtaken the UK and continuing to be ahead of Germany, compared to last year. </li></ul><ul><li>Both the UK and US have seen a more steady rise in the frequency people are reading blogs in a week, the UK in fact having the smallest rise out of all four countries (0.68 in 2006 to 0.70 in 2007). Respondents in the US still read blogs the most frequently, although their rise from 2006 was only 0.1. </li></ul><ul><li>Germany still significantly has the lowest frequency of people reading blogs in a week, compared to the other three countries surveyed. There was an increase from 0.40 in 2006 to 0.57 in 2007, but even this rise has had no impact on improving the gap between them and the three countries ahead of them. </li></ul>Q.2 How many days in an average week do you read so-called web-logs or blogs. These are websites that provide personal commentary, journal entries, recommendations and links to news articles and other sites of interest compiled by an author and his or her readers? Base Germany 1000 UK 1007 France 954 US 1000
  10. 10. Consumers vs. Influencer Trends What is an “Influencer”? <ul><li>An Influencer is a person who claims to have taken part in at least 3 of the following activities… </li></ul><ul><li>Written or called a politician </li></ul><ul><li>Attended a political rally, speech, or organized protest </li></ul><ul><li>Attended a public meeting on local issues </li></ul><ul><li>Held or run for political office </li></ul><ul><li>Served on the committee of a local organization </li></ul><ul><li>Served as an officer for a club or organization </li></ul><ul><li>Written a letter to the editor of a newspaper or magazine or called a live radio or television show to express an opinion </li></ul><ul><li>Signed a petition </li></ul><ul><li>Worked for a political party </li></ul><ul><li>Made a public speech </li></ul><ul><li>Written an article for a magazine or newspaper </li></ul><ul><li>Been an active member of any group that tries to influence public policy or government </li></ul>
  11. 11. A Marked Difference in Influencer Blog access <ul><li>Influencers were considerably more frequent blog readers in all countries. In Germany (44%) they were more than twice as likely to read blogs than the total (Germany total (18%). </li></ul><ul><li>Influencers in the UK were the least likely to read blogs (29%) by contrast nearly half (47%) of US influencers reading blogs at least once a week (average 1.7 days/wk). </li></ul>Q.2 How many days in an average week do you read so-called web-logs or blogs. These are websites that provide personal commentary, journal entries, recommendations and links to news articles and other sites of interest compiled by an author and his or her readers? days in an average week % Read Blogs Total Influencers 31% 47% 31% 43% 25% 29% 18% 44% Base Germany 1000 UK 1007 France 954 US 1000 Total Influencers
  12. 12. Trans-Atlantic Influencer Blog access USA, France and Germany Trending Up, UK Trending Down <ul><li>The most notable piece of information here is that the frequency of blog readership by UK influencers has decreased from 2006, and it is a significant drop of 0.28. </li></ul><ul><li>The US on the other hand has seen a large increase in the frequency of blogging by its influencers (an increase of 0.5), and as with the total number of bloggers, has also has the most frequent bloggers of all four countries surveyed. </li></ul><ul><li>France (1.19) and Germany (1.20) have also both seen an increase in the frequency of blogging by their influencers, and both now have a mean score of blogs being read more than once a week. </li></ul>Q.2 How many days in an average week do you read so-called web-logs or blogs. These are websites that provide personal commentary, journal entries, recommendations and links to news articles and other sites of interest compiled by an author and his or her readers? Base Germany 1000 UK 1007 France 954 US 1000 Days in an Average week
  13. 13. Frequency of Blog reading – Germany Influencers <ul><li>Over four in ten (44%) of people interviewed in Germany who participated in at least 3 activities (“Influencers”) claim to read blogs at least once in an average week compared to only just under a quarter (23%) of the total sample. </li></ul>Base Germany 1000 Germany Influencers 94 Q.2 How many days in an average week do you read so-called web-logs or blogs. These are websites that provide personal commentary, journal entries, recommendations and links to news articles and other sites of interest compiled by an author and his or her readers? days in an average week Total Influencers who read blogs 44% 17respondents out of all 40 Influencers who read blogs= 43% read blogs once/average wk Total Influencers
  14. 14. No longer just for the kids Frequency of Blog reading – USA, UK, France and Germany - By Age <ul><li>On average, the people interviewed in Germany (0.57), France (0.89) and the UK (0.70), read blogs less than one day per week, whereas the US read blogs on average at least one day per week (1.0). </li></ul><ul><li>Generally in all four countries, the younger the age the more frequently they read blogs. This is particularly evident in the UK. In France (compared to 2006) there is a more even spread across the age ranges. Also in France, over three in ten (31%) of 18-34 year olds claimed to read blogs at least once a week compared to the total (14%). </li></ul>Q.2 How many days in an average week do you read so-called web-logs or blogs. These are websites that provide personal commentary, journal entries, recommendations and links to news articles and other sites of interest compiled by an author and his or her readers? Total UK Mean=0.70 Total France Mean =0.89 Total US Mean=1.0 Days in an average week Total Germany Mean=0.57 Germany 1000 UK 1007 France 954 US 1000
  15. 15. Politically pre-disposed a ripe target for online engagement <ul><li>Less than one in five (17%) of the total who read blogs in Germany have taken action as a result of doing so, compared to nearly three in ten (29%) in the US and a third in both the UK (34%) and France (31%). </li></ul><ul><li>The number of people almost doubles to over six in ten (64%) of influencers in the UK compared to the total (34%) in the UK, and this is significantly more than any of the other countries surveyed. France 48%, Germany 37% and 45% in the US. </li></ul>Total Influencers Q.3 Because of what you read on a blog have you ever taken action by calling, speaking, or e-mailing others, signing an online petition, or joining an effort to pressure or support a corporation or government on an important issue? Base All who read blogs in Germany 180, UK 262,France 297, USA 302

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