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Performics life on demand 2012 Wave 2
 

Performics life on demand 2012 Wave 2

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    Performics life on demand 2012 Wave 2 Performics life on demand 2012 Wave 2 Presentation Transcript

    • Life on Demand Research Series 2012 Wave 2 Sponsored by Performics 1 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Background & Objective  Social networks are changing the way consumers behave, resulting in new opportunities for companies and brands. Since September of 2009, ROI Research has been conducting a semi-annual study called S-Net for the purpose of understanding how consumers use social networks. Performics has sponsored S-Net since the initial fielding, although the name of study is now Life on Demand.  For 2012, ROI and Performics have agreed to shift from a very deep dive into social network use within each vertical to a broader look at how social media and related applications and technologies are impacting nearly all aspects of consumer behavior. This report contains findings for the final fielding of 2012. 2 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Methodology  15-minute online survey  Respondents must have at least one social network account  Total sample of 1,986 (sampling error of 2.2% at 95% confidence level) 3 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Summary of Findings Use of social networks remains consistent, with over 90% of respondents active on Facebook, just under half on YouTube, and over a third using Twitter and Google+. Men are more likely than women to have YouTube, Google+, and LinkedIn accounts, and women are more likely to have Facebook and Pinterest accounts. Instagram was added to the list for this fielding, and 14% of respondents have an Instagram account (slides 4-6). A total of 60% of respondents are smartphone users and 43% use a tablet. Clearly dependence on mobile devices is infiltrating virtually every aspect of our lives. In general, two-thirds of respondents are very/extremely dependent on their mobile phone, compared to 57% saying the same about their desktop computer, and 42% about their laptops. This is especially true for women, and younger respondents, who rely heavily on the ability to text (SMS) (slides 8-11). Further findings concerning the degree of mobile penetration (slides 12-24):  One in five respondents use their mobile phone within five minutes of waking.  Over one-third of all respondents (and over one-half of 18-29 year-olds) use their phone daily for email, weather, calendars, social networks. Men are more likely than women to use their phone daily for news, sports, the stock market.  Generally respondents will choose to use their tablet instead of their phone, except for things like email, listening to music, maps/navigation, photos, social networking, and weather.  Nearly three-quarters of respondents expect to be able to bank via mobile devices, and one-half to two-thirds also expect to be able to order food, make reservations, check public transit, book travel, and make doctor appointments. Expectations are highest among women and the younger respondents. 4 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Summary of Findings In terms of post-purchase behavior, mobile technology is facilitating activity, as 72% say they generally take some sort of action after making a purchase. A total of 60% say they at least occasionally research products post purchase, and about half regularly share photos and respond to retailer prompts for feedback. Men are more likely than women to research products, fill out online warranties, and scan bar codes, and women are more likely to share photos and comment about purchases on social networks (slide 27). The primary reasons respondents take action post purchase, are to express satisfaction (49%) and make recommendations (35%), and post-purchase behavior is heaviest among the younger respondents. Respondents are far more likely to take action after a positive experience (43%) than a negative experience (18%), and 32% of respondents say they take more post-purchase action than they did a year ago (slides 28-30). Respondents are most likely to post reviews and comments about restaurants and food products, while men are more likely than women to comment about electronics, automobiles, alcoholic beverages, sports related products, and finance companies, and women are more likely to comment about food, household products, personal care products, and apparel (slide 31). Just about half of respondents say they have used social media sites in an effort to locate company/brand contact information, with mobile users and younger respondents most likely to do so (slide 32). 5 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Summary of Findings The primary reasons respondents hide people on social networks are to avoid too much personal information and because they post too often. The primary reasons people un-friend others are to avoid problems with a spouse or partner, and because of too many work-related posts or business promotion (slide 34). One-third of respondents have stopped following a company or brand on a social network, and the primary reasons for doing so are irrelevant posts, too frequent posts, and content that is not what was expected. Irrelevant posts are also the top reason people stop following a celebrity (slides 37-38). In general, technology can be used to get a date, but when it comes to breaking up, it should be done in person. Twenty to thirty percent of respondents say it’s okay to ask someone out via text, email, social network, or instant message. Under 10% say it’s okay to use those channels to break up. Men are more likely than women to say it’s okay to break up in ways other than face to face (slides 39-43). Over one-third of respondents expect responses to their texts within five minutes, and about six out of ten expect a response in 15 minutes or less. In general, younger respondents are more likely to expect a quick response. In terms of responding to someone else’s text, about half of respondents say waiting more than a day is too long, while 30% say it’s never too late to respond (slide 44). 6 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Social Network Accounts  All respondents were screened to insure they have at least one social network account. A total of 92% of respondents have a Facebook account, and nearly half have a YouTube account.  In looking at the total number of accounts, the sample breaks relatively evenly between those having a single account, two accounts, three accounts, and four+ accounts. With which of the following social networking sites do you have an account? (Check all that apply) 92% Total Number of Accounts (7 Max) 47% 28% 30% 38% 4+ 1 35% 25% 3 2 18% 19% 14% 23% Q3N=1,986 7 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Social Network Accounts by Gender  Women are statistically more likely than men to have Facebook and Pinterest accounts, while men are more likely to have YouTube, Google+, and LinkedIn accounts. With which of the following social networking sites do you have an account? (Check all that apply) 100% 95% 90% 90% 80% Women Men 70% 60% 53% 50% 42% 37% 39% 38% 40% 32% 30% 30% 26% 20% 20% 15% 10% 12% 10% 0% Q3N=1,986 8 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Social Network Accounts by Age Group  Those aged 18-29 are more likely to have an account with all social networks, except for Facebook and LinkedIn. There is a clear correlation between use of social networks and age. With which of the following social networking sites do you have an account? (Check all that apply) 100% 93% 92% 92% 90% 80% 74% 18-29 30-49 50+ 70% 60% 54% 50% 50% 46% 42% 40% 37% 29% 30% 30% 26% 23% 25% 26% 24% 19% 20% 20% 13% 11% 10% 2% 0% Q3N=1,986 9 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Devices 10 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Mobile Phone Usage Current mobile phone is: Android Blackberry 6% 51% 9% 34% Of those… 60% N=1,176 32% 9% iPhone Other Smartphone Standard phone None % Smartphone users: 80% 69%  At 60%, smartphone penetration for the entire sample of 62% active social network users is higher than the general 35% population. 58%  Smartphone use is highest among the younger age groups. Male Female  Tablet users are more likely to own a smartphone. Q4N=1,986 11 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Tablet Usage 46% More likely to own a tablet: iPad  Men (47% vs. 40%)  18-29 and 30-49 year-olds (54%, 49% 39% vs. 30%)  Smartphone users (59% vs. 21%) 43% Of those… N=863 Kindle  Men are more likely than women to own an iPad or an Android, but they Use a Tablet are equally likely to own a Kindle 31% Android Note: Of the 863 respondents who use a tablet, 19% (N=165) use more than one. 8% Other Q5N=1,986 12 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Device Dependence How dependent are you on each of the following? (Summary top 2 box – five point scale) Total Gender Age Male Female 18-29 30-49 50+ (A) (B) (C) 65% 62% 68% 78% 73% 47% (C) (C) 57% 62% 51% 50% 58% 60% (A) (A) 42% 42% 42% 57% 46% 28% (B,C) (C) 18% 20% 17% 26% 22% 9% (C) (C) Q6N=1,986 13 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Dependence on Smartphone  Faced with mobile phone “separation”, respondents are primarily concerned with the inability to communicate with others, primarily via calls and secondarily via text. If on a typical day, you accidentally left your mobile phone at home, which of the following would concern you most? Not being able to make/receive voice calls 41% Not being able to send/receive text messages 24% Not knowing anyones phone number 14% Not having GPS or a map app to find where I am going 4% Not having instant access to whats happening on social media 4% 18-29 30-49 50+ Not having instant access to the latest and breaking hard news 2% Inability to call 28% 46% 51% Not having instant access to the latest and breaking 2% Inability to text 37% 19% 13% gossip, entertainment, celebrity and style news Not having entertainment from my gaming apps 2% Other 3% I would have no concerns 6% Q7N=1,176 (Smartphone users) 14 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • First Daily Use of Media After you wake up in the morning, how much time normally passes before you do each of the following? <5 Minutes <1 Hour  No differences by age or gender in how 20% 56% quickly respondents turn on the TV  Men and women reach for the mobile phone with similar timing 20% 52%  Younger respondents are significantly more likely to use their mobile phone soon after waking 11% 60%  Men are more likely than women to use a computer soon after waking up  Men are more likely than women to read a 3% 26% newspaper within one hour of waking up  Men and younger respondents are more 3% 16% likely to reach for their tablet after waking Q8N=1,986 15 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Daily Activities – Computers  Nearly all respondents rely on their computer daily to use email, and three-quarters use it daily for social networks. Men are more likely than women to use their computer to check the weather, the stock market, and sports scores, as well as to read the news and use their calendar. Women are more likely than men to use their computer for email, social networks, and checking celebrity gossip. On a daily basis, which of the following things do you do, using your computer? Gender Age Male Female 18-29 30-49 50+ (A) (B) (C) Check/send email 86% 84% 87% 78% 83% 93% (A) (A,B) Log in to social networks 74% 71% 76% 74% 73% 74% Read the news 65% 69% 62% 61% 67% 66% (A) Check the weather forecast 55% 58% 52% 46% 54% 61% (A) (A,B) Play games 53% 52% 54% 58% 52% 52% (C)Check entertainment/celebrity gossip 39% 37% 42% 46% 43% 30% (C) (C) Check sports scores 35% 50% 20% 34% 38% 32% (C) Review calendar/appointments 31% 35% 26% 28% 32% 30% Check the stock markets 23% 34% 13% 21% 25% 23% Q9N=1,986 16 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Daily Activities – Mobile Phones  Daily use of mobile phones centers around organizational activities like email, weather, and calendars. In general, men and younger respondents rely more on their mobile phone for daily activities. On a daily basis, which of the following things do you do, using your mobile phone? Gender Age Male Female 18-29 30-49 50+ (A) (B) (C) Check/send email 38% 40% 36% 56% 45% 17% (B,C) (C) Check the weather forecast 37% 37% 37% 58% 43% 16% (B,C) (C) Review calendar/appointments 37% 35% 38% 56% 41% 17% (B,C) (C) Log in to social networks 35% 34% 36% 62% 41% 10% (B,C) (C) Play games 30% 30% 30% 50% 36% 10% (B,C) (C) Read the news 21% 23% 19% 32% 26% 7% (B,C) (C) Check sports scores 20% 26% 13% 31% 24% 7% (B,C) (C)Check entertainment/celebrity gossip 16% 16% 16% 28% 20% 3% (B,C) (C) Check the stock markets 11% 14% 7% 15% 13% 5% (C) (C) Q9N=1,986 17 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Daily Activities – Tablets  Daily tablet use focuses primarily on recreational activities like playing games and social networks. In general, men and younger respondents rely more on their tablet for daily activities. On a daily basis, which of the following things do you do, using your tablet? Gender Age Male Female 18-29 30-49 50+ (A) (B) (C) Play games 18% 20% 15% 26% 20% 10% (B,C) (C) Log in to social networks 16% 17% 15% 25% 19% 7% (B,C) (C) Check/send email 15% 17% 13% 22% 17% 8% (B,C) (C) Read the news 14% 16% 12% 20% 17% 6% (C) (C) Check the weather forecast 11% 14% 9% 16% 14% 6% (C) (C) Review calendar/appointments 9% 11% 7% 12% 10% 4% (C) (C)Check entertainment/celebrity gossip 9% 10% 7% 13% 12% 2% (C) (C) Check sports scores 8% 12% 4% 15% 8% 4% (B,C) (C) Check the stock markets 6% 8% 3% 9% 7% 2% (C) (C) Q9N=1,986 18 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Daily Activities by Device On a daily basis, which of the following things do you do, using each of the devices listed? Check/send email 86% 38% 15% 2% Log in to social networks 74% 35% 16% 12% Read the news 65% 21% 14% 22% Check the weather forecast 55% 37% 11% 19% Play games 53% 30% 18% 26% Check entertainment/celebrity gossip 39% 16% 9% 49% Check sports scores 35% 20% 8% 52% Review calendar/appointments 31% 37% 9% 39% Check the stock markets 23% 11% 6% 68% Q9N=1,986 19 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Device Preference If both your mobile phone and tablet are available, which do you normally choose for each of the following types of activities? No No Preference Preference Books 16% 64% 20% Navigation 58% 22% 20% Business 29% 36% 35% News 31% 40% 30% Education 16% 47% 36% Photo & Video 46% 33% 20% Email 47% 38% 15% Productivity 26% 34% 39% Entertainment 29% 46% 25% Reference 24% 38% 38% Finance 26% 37% 37% Social networking 41% 35% 24% Games 33% 45% 22% Sports 27% 28% 44% Health & Fitness 21% 35% 44% Travel 23% 35% 42% Lifestyle 21% 34% 44% Utilities 22% 35% 44% Medical 20% 37% 43% Weather 48% 25% 26% Music 48% 29% 23% Q10N=694 (Use smartphone and tablet) 20 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Device Preference – By Gender If both your mobile phone and tablet are available, which do you normally choose for each of the following types of activities? Books Business Education Email Entertainment Finance Games Total 16% 29% 16% 47% 29% 26% 33% Male 17% 31% 18% 47% 28% 25% 30% Female 16% 28% 15% 47% 29% 26% 37% Total 64% 36% 47% 38% 46% 37% 45% Male 62% 41% 50% 38% 49% 43% 46% Female 66% 29% 44% 38% 44% 30% 42% Total 20% 35% 36% 15% 25% 37% 22% No Male 21% 28% 33% 15% 23% 32% 23%Preference Female 19% 44% 40% 15% 27% 44% 20% Q10N=694 (Use smartphone and tablet) 21 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Device Preference – By Gender If both your mobile phone and tablet are available, which do you normally choose for each of the following types of activities? Health & Fitness Lifestyle Medical Music Navigation News Photo & Video Total 21% 21% 20% 48% 58% 31% 46% Male 21% 23% 21% 44% 55% 31% 39% Female 20% 19% 20% 52% 62% 30% 56% Total 35% 34% 37% 29% 22% 40% 33% Male 37% 33% 39% 33% 26% 42% 40% Female 34% 35% 35% 25% 16% 37% 25% Total 44% 44% 43% 23% 20% 30% 20% No Male 42% 44% 40% 23% 19% 27% 22%Preference Female 46% 46% 45% 22% 22% 33% 18% Q10N=694 (Use smartphone and tablet) 22 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Device Preference – By Gender If both your mobile phone and tablet are available, which do you normally choose for each of the following types of activities? Productivity Reference Social Networking Sports Travel Utilities Weather Total 26% 24% 41% 27% 23% 22% 48% Male 29% 24% 37% 32% 24% 21% 44% Female 24% 24% 45% 21% 22% 22% 54% Total 34% 38% 35% 28% 35% 35% 25% Male 37% 41% 39% 34% 39% 41% 28% Female 31% 33% 31% 21% 30% 27% 22% Total 39% 38% 24% 44% 42% 44% 26% No Male 34% 34% 24% 34% 37% 38% 29%Preference Female 46% 42% 24% 58% 47% 51% 24% Q10N=694 (Use smartphone and tablet) 23 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Device Preference – By Age If both your mobile phone and tablet are available, which do you normally choose for each of the following types of activities? Books Business Education Email Entertainment Finance Games Total 16% 29% 16% 47% 29% 26% 33% 18-29 (A) 20% (C) 35% 23% (C) 49% 36% (C) 30% (C) 37% 30-49 (B) 18% (C) 27% 16% (C) 47% 28% (C) 26% 34% 50+ (C) 6% 25% 6% 44% 18% 17% 26% Total 64% 36% 47% 38% 46% 37% 45% 18-29 (A) 62% 34% 47% 37% 46% 35% 46% 30-49 (B) 62% 39% 48% 36% 47% 38% 41% 50+ (C) 72% 31% 46% 42% 46% 38% 51% Total 20% 35% 36% 15% 25% 37% 22% No 18-29 (A) 18% 31% 30% 14% 19% 35% 17%Preference 30-49 (B) 21% 34% 36% 17% 25% (A) 36% 25% (A) 50+ (C) 22% 44% 49% (A) 13% 35% (A) 45% 23% Q10N=694 (Use smartphone and tablet) 24 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Device Preference – By Age If both your mobile phone and tablet are available, which do you normally choose for each of the following types of activities? Health & Fitness Lifestyle Medical Music Navigation News Photo & Video Total 21% 21% 20% 48% 58% 31% 46% 18-29 (A) 27% (C) 26% (C) 26% (C) 56% (C) 63% 35% (C) 51% 30-49 (B) 21% (C) 23% (C) 19% 46% 55% 31% 44% 50+ (C) 9% 9% 13% 39% 57% 22% 45% Total 35% 34% 37% 29% 22% 40% 33% 18-29 (A) 34% 32% 33% 26% 18% 37% 32% 30-49 (B) 37% 33% 39% 30% 24% 39% 34% 50+ (C) 33% 41% 40% 34% 22% 46% 33% Total 44% 44% 43% 23% 20% 30% 20% No 18-29 (A) 39% 42% 41% 19% 19% 28% 17%Preference 30-49 (B) 42% 44% 42% 24% 21% 30% 22% 50+ (C) 58% (A,B) 50% 46% 28% 21% 32% 22% Q10N=694 (Use smartphone and tablet) 25 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Device Preference – By Age If both your mobile phone and tablet are available, which do you normally choose for each of the following types of activities? Productivity Reference Social Networking Sports Travel Utilities Weather Total 26% 24% 41% 27% 23% 22% 48% 18-29 (A) 32% (C) 27% 45% (C) 32% (C) 26% (C) 26% (C) 52% 30-49 (B) 28% (C) 22% 43% (C) 27% (C) 24% (C) 23% (C) 49% 50+ (C) 12% 24% 28% 17% 15% 11% 39% Total 34% 38% 35% 28% 35% 35% 25% 18-29 (A) 32% 34% 32% 26% 32% 34% 22% 30-49 (B) 36% 39% 35% 33% (C) 36% 34% 25% 50+ (C) 35% 39% 44% (A) 21% 39% 37% 32% (A) Total 39% 38% 24% 44% 42% 44% 26% No 18-29 (A) 36% 38% 24% 42% 42% 40% 27%Preference 30-49 (B) 36% 38% 22% 40% 40% 43% 26% 50+ (C) 53% (A,B) 37% 28% 61% (A,B) 46% 52% 28% Q10N=694 (Use smartphone and tablet) 26 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Expected Mobile Device Capabilities  In general, respondents who are younger than 50 have higher expectations about mobile functionality. Women are more likely than men to expect to be able to manage scheduling tasks like ordering food, making doctor appointments, and scheduling spa/personal care appointments. Which of the following do you expect to be able to do via a mobile device? (Check all that apply) Gender Age Male Female 18-29 30-49 50+ (A) (B) (C) Banking 71% 73% 69% 76% 72% 64% (C) (C) Order food/delivery 64% 60% 69% 70% 66% 55% (C) (C) Make a restaurant reservation 55% 54% 55% 57% 55% 50%Check public transportation routes/statuses 51% 52% 50% 60% 53% 37% (B,C) (C) Book travel/Check-in for travel 51% 50% 52% 53% 54% 43% (C) (C) Make a doctor appointment 50% 45% 56% 49% 51% 51% Make a spa/personal care appointment 34% 31% 38% 35% 38% 27% (C) (C) Reserve spaces at gym classes 24% 24% 23% 26% 27% 14% (C) (C) Q11 N=1,345 (Use smartphone or tablet) 27 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • How Mobile Technology is Changing Our Lives Mobile technology allows us to do so many things – what is the most significant way in which mobile technology has changed your life? (Open End) Accessibility to things has been made Just the immediate ability to connect with easier, faster, more knowledgeable having access to someone. Im 54 and grew up with pay phones the internet at your fingertips 24/7. The ability to keep when we were out. How fantastic it is that we in contact with whoever, whenever. It has made life for can call anyone, any time, anywhere. The kids me more convenient, productive, I believe all around today, would answer this differently; but to better. Primary Themes: me, that is the most important. Convenience Have we forgotten no more payphones. I GPS/directionstend to get lost, I can get driving directions on the spot. I can compare prices before Staying connected It has allowed me toshopping or in the store to make the most Many features in one device carry an encyclopedia of my budget. Can communicate with full of answers in the people from around the world. Access information/Internet anywhere palm of my hands every Keep in touch with friends/family/others where I go. It allows me to communicate with anyone at any time without any inconvenience. I can connect with family and friends that live out of town instantly. Do my banking. I can take and send family photos to friends and family, access the internet for I think the most significant way mobile technology directions and maps. Play games when Im has changed my life is that is had made things bored. and much more! easier. Now I can search Google, call people, and a have GPS system all through my phone. 28 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Post-Purchase Behavior 29 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Post-Purchase Actions  The primary post-purchase activity involves researching how to use a product, and over half of respondents regularly share photos post-purchase. How often do you do each of the following after making a purchase? (Summary top 2 box – four point scale) Gender Age Male Female 18-29 30-49 50+ (A) (B) (C) Do research on how to use a product 60% 63% 57% 59% 65% 55% (A,C) Share a photo 56% 52% 61% 64% 61% 46% (C) (C)Respond to retailer prompts to provide feedback 50% 49% 52% 46% 53% 50% (A) Fill out a warranty online 47% 51% 44% 39% 51% 49% (A) (A) Comment about it on a social network 44% 41% 48% 60% 50% 28% (B,C) (C) Return a postal warranty card 42% 43% 41% 29% 42% 52% (A) (A,B) Post a review on a retailer or brand website 38% 37% 38% 40% 45% 28% (C) (C) Share a video 35% 35% 35% 47% 38% 23% (B,C) (C) Comment on a blog 31% 32% 30% 40% 34% 21% (B,C) (C) Scan a barcode or QR code 28% 30% 26% 32% 34% 19% (C) (C) Q13 N=1,986 30 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Reasons for Post-Purchase Actions  Nearly three-quarters of respondents take some kind of action post-purchase. The primary action taken is expressing satisfaction, and over one-third regularly make product recommendations. Why do you generally take action (provide a review, post a comment, etc.) after making a purchase? (Check all that apply) Gender Age Male Female 18-29 30-49 50+ (A) (B) (C) To express satisfaction 49% 47% 52% 57% 52% 42% (C) (C) To make a recommendation 35% 33% 37% 42% 39% 27% (C) (C)Because you were helped by a review before 27% 26% 28% 30% 29% 22% the purchase (C) (C) To ask questions about a product/service 26% 28% 24% 30% 29% 20% (C) (C) To complain 25% 24% 27% 28% 28% 21% (C) (C) To brag to friends 11% 11% 11% 21% 12% 4% (B,C) (C)I generally do not take action after making a 28% 39% purchase 30% 26% 17% 24% (A) (A,B) Q14N=1,986 31 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Likelihood to Take Post-Purchase Actions  Respondents are most likely to take action post-purchase when they have a positive experience. Women are more likely to say “no difference”, and younger respondents are significantly more likely to act after a positive experience. Are you more likely to take action (provide a review, post a comment, etc.) after making a purchase when you have a positive or negative experience? Total 43% 38% 18% Gender Male 45% 36% 19% Female 42% 41% 17% Age 18-29 (A) 54% (B,C) 27% 19% 30-49 (B) 43% (C) 38% (A) 19% 50+ (C) 34% 50% (A,B) 17% Q15N=1,436 (Take action after making a purchase) 32 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Change In Frequency of Post-Purchase Actions  One-third of respondents say they take more post-purchase actions than they did a year ago. Compared to a year ago, do you take action (provide a review, post a comment, etc.) after making a purchase more or less? 50% 19% 32% 24% 9% 10% 8% Considerably less Somewhat less than The same as a year Somewhat more Considerably more than a year ago a year ago ago than a year ago than a year ago Q16N=1,436 (Take action after making a purchase) 33 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Product Reviews and Comments For which of the following types of products have you provided a review or posted a comment after making a purchase? (Check all that apply) Restaurants 46% Food 45% Electronics 38% Appliances 34% Household products 30%  Respondents are most likely to post reviews and Apparel 28% comments about restaurants and food products Automobiles 22% Personal care products 21% Travel 21%  Men are more likely to comment about Entertainment related 19% electronics, automobiles, alcoholic Alcoholic beverages 14% beverages, sports related products, and finance Sports related 14% companies Telecommunications 13% Magazines/newspapers 10%  Women are more likely to comment aboutFinancial service companies 10% food, household, and personal care products, as Educational institutions 9% Celebrities well as apparel 9% Non-alcoholic beverages 9% Pharmaceutical 7%  The average number of categories respondents None of the above 9% have commented on is 4.00 Q17N=1,436 (Take action after making a purchase) 34 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Contact Information via Social Media  Nearly half of respondents rely on social networks to locate company/brand contact information. Have you ever used a brands social media site(s) to locate brand contact information (i.e., phone number, physical address, email address)? (% saying “Yes”) 61% 59% 55% 51% 48% 49% 46% 38% 36% 36% Total Male Female 18-29 30-49 50+ Yes No Yes No Gender Age Smartphone user Tablet user Q18N=1,986 35 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Online Etiquette 36 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Reasons for Hiding/Un-friending People  Respondents are most likely to hide friends to avoid too much personal detail or too many posts. Avoiding problems with a spouse or partner is the primary reason given for un-friending.For which of the following reasons do you hide and/or un-friend people on Facebook or other social sites? 54% I don’t want to know every detail about them 24% 49% They post too often in general 20% They are a co-worker and I want to keep 44% work/personal life separate 19% 43% They have different opinions/values than I do 21% 42% They are too political 24% Hide They promote their work or business too much 40% Unfriend 25% 30% To avoid problems with my spouse/partner 32% Q19N=1,986 37 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Reasons for Hiding/Un-friending People For which of the following reasons do you hide people on Facebook or other social sites? Gender Age Male Female 18-29 30-49 50+ (A) (B) (C)I don’t want to know every detail about them 54% 54% 54% 59% 56% 48% They post too often in general 49% 46% 51% 57% 52% 41% (C) They are a co-worker and I want to keep 44% 45% 42% 52% 43% 39% work/personal life separate (B,C)They have different opinions/values than I do 43% 44% 42% 53% 42% 36% (B,C) They are too political 42% 41% 42% 51% 43% 33% (B,C) They promote their work or business too 40% 38% 42% 48% 43% 32% much (C) (C) To avoid problems with my spouse/partner 30% 32% 28% 34% 31% 26% Q19 N=1,986 38 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Reasons for Hiding/Un-friending People For which of the following reasons do you un-friend people on Facebook or other social sites? Gender Age Male Female 18-29 30-49 50+ (A) (B) (C)I don’t want to know every detail about them 24% 26% 24% 26% 23% 24% They post too often in general 20% 23% 18% 25% 17% 21% (B) (B) They are a co-worker and I want to keep 19% 20% 18% 26% 19% 14% work/personal life separate (C)They have different opinions/values than I do 21% 22% 21% 18% 21% 24% (A) (A,B) They are too political 24% 27% 22% 23% 24% 26% (A,B) They promote their work or business too 25% 30% 20% 27% 22% 26% much (B) To avoid problems with my spouse/partner 32% 34% 30% 41% 32% 25% (B,C) Q19 N=1,986 39 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Reasons to Stop Following Brands  One-third of respondents have stopped following a company or brand, with women and younger respondents more likely to do so. Have you ever stopped following or Why have you stopped following“un-liked” a company or brand on a social network? or “un-liked” a company or brand? (Check all that apply) Their posts are not relevant to me 49% 18% They post too often in general 38% Of those… They don’t provide the content I was 35% 32% expecting or was promised N=642 49% They don’t provide 30% coupons, discounts, or specials They have different opinions/values than I do 22% Yes No I follow too many brands as it is 18% Have never followed or liked a company or brand Q20, Q21 N=1,986 40 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Reasons to Stop Following Celebrities  Almost half of respondents say they don’t follow celebrities. Irrelevant posts are the primary reason respondents stop following celebrities. Have you ever stopped following or Why have you stopped “un-liked” a celebrity on a social network? following or “un-liked” a celebrity? (Check all that apply) Their posts are not relevant 38% 46% to me Of those… 15% I don’t like them anymore 43% N=300 47% They have different 34% opinions/values than I do They post too often in Yes No Have never followed or liked a celebrity 27% general Q22, Q23N=1,986 41 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Acceptable Methods of Communication  Technology can be used to get a date, but when it comes to breaking up, it should be done in person. Men are more likely than women to say it’s okay to break up in ways other than face to face. Regardless of your current dating status, which of the following do you feel are acceptable ways to ask someone out on a date or break up with someone? (Check all that apply) 88% Face to face 91% 70% Phone call 28% 30% Text 9% 26% Email 8% 21% Social network 5% Ask someone out on a date 21% Break up with someone Instant message 6% 1% Other 1% Q24, Q25N=1,986 42 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Acceptable Methods of Communication Regardless of your current dating status, which of the following do you feel are acceptable ways to ask someone out on a date? (Check all that apply) Gender Age Male Female 18-22 23-28 29-35 36-45 46+ (A) (B) (C) (D) (E) Face to face 88% 87% 90% 90% 86% 85% 86% 91% (B,C,D) Phone call 70% 65% 75% 64% 65% 70% 71% 73% (A,B) Text 30% 29% 31% 43% 42% 34% 36% 19% (C,E) (E) (E) (E) Email 26% 27% 25% 17% 27% 30% 33% 25% (A) (A) (A,E) (A) Social network 21% 23% 19% 25% 30% 30% 24% 13% (E) (E) (E) (E)Instant message 21% 21% 20% 25% 26% 23% 24% 16% (E) (E) (E) (E) Other 1% 1% 1% 0% 2% 0% 1% 2% (A) (A,C) Q24N=1,986 43 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Acceptable Methods of Communication Regardless of your current dating status, which of the following do you feel are acceptable ways to break up with someone? (Check all that apply) Gender Age Male Female 18-22 23-28 29-35 36-45 46+ (A) (B) (C) (D) (E) Face to face 91% 90% 94% 91% 86% 87% 90% 96% (A,B,C,D) Phone call 28% 27% 28% 27% 33% 32% 35% 22% (E) (E) (A,E) Text 9% 12% 7% 16% 13% 12% 13% 4% (E) (E) (E) (E) Email 8% 11% 6% 8% 10% 11% 10% 7% (E) (E) Social network 5% 7% 4% 8% 8% 9% 5% 2% (E) (E) (D,E) (E)Instant message 6% 7% 4% 9% 9% 7% 6% 3% (E) (E) (E) (E) Other 1% 1% 1% 0% 1% 1% 1% 2% Q25N=1,986 44 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Acceptable Methods of Communication Regardless of your current dating status, which of the following do you feel are acceptable ways to ask someone out on a date? (Check all that apply) Gender Age Male Female 18-22 23-28 29-35 36-45 46+ (A) (B) (C) (D) (E) Face to face 89% 87% 90% 90% 89% 86% 84% 91% (D) Phone call 72% 66% 78% 65% 67% 74% 72% 76% (A,B) Text 33% 31% 35% 44% 42% 37% 35% 22% (E) (E) (E) (E) Email 26% 27% 26% 16% 26% 28% 29% 30% (A) (A) (A) (A) Social network 24% 26% 21% 25% 30% 30% 27% 16% (E) (E) (E) (E)Instant message 22% 24% 22% 24% 26% 22% 22% 20% Other 1% 1% 1% 0% 1% 0% 1% 1% Q24N=1,085 (Unmarried respondents) 45 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Acceptable Methods of Communication Regardless of your current dating status, which of the following do you feel are acceptable ways to break up with someone? (Check all that apply) Gender Age Male Female 18-22 23-28 29-35 36-45 46+ (A) (B) (C) (D) (E) Face to face 92% 89% 95% 92% 89% 88% 88% 96% (A,B,C,D) Phone call 29% 30% 28% 24% 34% 35% 37% 24% (A,E) (A,E) (A,E) Text 10% 12% 8% 15% 12% 10% 15% 5% (E) (E) (E) (E) Email 9% 12% 6% 8% 7% 10% 8% 10% Social network 6% 8% 4% 7% 8% 8% 6% 3% (E) (E) (E)Instant message 6% 8% 5% 8% 9% 8% 6% 4% (E) Other 1% 1% 1% 0% 1% 1% 1% 2% Q25N=1,085 (Unmarried respondents) 46 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Response to Text Messages  Over one-third of respondents expect responses to their texts within five minutes, and about six out of ten expect a response in 15 minutes or less. In general, younger respondents are more likely to expect a quick response. When you send a text and are expecting a response, At what point do you think it is too late to how quickly do you expect people to respond? respond to a text message you received? Immediately 8% After an hour 12% Within 5 minutes 28% After a few hours 15% Within 15 minutes 23% Of those who After a day 28% Within 30 minutes 14% send texts… Within 45 minutes 2% After two days 10% N=1,726 Within 60 minutes 5% After three days 4% An hour or more 7% I dont send texts 13% Its never too late 30% Q26, Q27N=1,986 47 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Response to Text Messages When you send a text and are expecting a response, how quickly do you expect people to respond? Gender Age Male Female 18-29 30-49 50+ (A) (B) (C) Immediately 8% 8% 8% 11% 9% 6% (C) (C) Within 5 minutes 28% 27% 29% 42% 31% 16% (B,C) (C) Within 15 minutes 23% 23% 23% 25% 26% 18% (C) (C) Within 30 minutes 14% 12% 16% 12% 15% 14% Within 45 minutes 2% 2% 2% 2% 2% 1% Within 60 minutes 5% 6% 5% 4% 6% 6% (A) An hour or more 7% 8% 5% 3% 5% 10% (A) (A,B) I dont send texts 13% 14% 12% 3% 6% 28% (A) (A,B) Q26N=1,986 48 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Response to Text Messages At what point do you think it is too late to respond to a text message you received? Gender Age Male Female 18-29 30-49 50+ (A) (B) (C) After an hour 12% 14% 10% 15% 12% 9% (C) After a few hours 15% 18% 13% 19% 14% 13% (B,C) After a day 28% 29% 26% 30% 28% 25% After two days 10% 9% 10% 8% 9% 12% After three days 4% 4% 4% 6% 4% 2% (C) Its never too late 30% 25% 35% 22% 31% 37% (A) (A,B) Q27N=1,726 (Send texts) 49 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Social Network Behaviors  Women are more likely than men to say their use of social networks has increased, but men are more likely to adjust privacy settings, to use social networks at work, and to keep tabs on their significant other. How much do you agree or disagree with each of the following statements? (Summary top 2 box – five point scale) Gender Age Male Female 18-29 30-49 50+ (A) (B) (C) I use social networks more than I did a 53% 48% 58% 55% 57% 48% year ago (C) (C) I use privacy settings to limit what my co-workers can see on my social 40% 44% 37% 48% 47% 27% networks (C) (C) I use privacy settings to limit what my 40% 42% 39% 53% 46% 26% family can see on my social networks (B,C) (C) I use social networks to find out anything I can about a person before a 30% 30% 30% 49% 33% 14% first date or when we first start dating (B,C) (C) I use social networks while I’m at work 26% 29% 24% 41% 31% 10% (B,C) (C) I use social networks to keep tabs on my 20% 22% 19% 34% 25% 6% significant other (B,C) (C) Q28N=1,986 50 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Appendix 51 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Demographics What is your gender? Age range 18-29 26% Female 50% 30-39 21% Male 50% 40-49 18% 50-59 20% 60+ 16% Q1, Q2N=1,986 52 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Demographics What is your marital status? What is the highest level of education you’ve completed? Married 45% Some high school 4% High school graduate 38%Single (never been married) 30% Associates degree/2-year 27% college/trade school Divorced/Seperated 13% Bachelor’s degree 21% Living with partner 9% Master’s degree 7% Widow/Widower 3% Doctorate degree 2% Q29, Q30N=1,986 53 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.
    • Demographics Which of the following best What is your total describes your employment status? household income before taxes? Employed full-time 35% Less than $25,000 25% Retired 14% $25,000-$39,999 20% Employed part-time 12% $40,000-$59,999 19% Homemaker 12% $60,000-$74,999 12%Temporarily unemployed 11% $75,000-$99,999 10% Self employed 8% $100,000-$149,999 7% Full-time student 5% Other: Disabled 3% $150,000 or more 3% Other 0% Prefer not to say 6% Q31, Q32N=1,986 54 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.