The Digital American 2013 is perfect for anyone who needs to quickly and efficiently understand how consumers use digital and social media---so you can leverage those trends to build your brand and drive sales. It is great for: * Senior executives who want to establish powerful digital and social media strategies, rather than jump right to executing tactics. * Marketers who need to quickly figure out what is important and what can be ignored in the rapidly changing world of digital marketing. * Business people who want to keep current with digital and social media, but don't have time to read lots of daily technology and marketing newsletters. The Digital American 2013 is focused on what your consumers are actually thinking and doing. It is not about technology that pundits guestimate will be the next big thing, or tactics marketers think are new and cool. It is all about how consumers are interacting with all things digital, and how you can tap into their attitudes and actions to grow your business. This Slide Share is a sample. The complete report is available at http://www.brandology.com/trendreport.htm or by contacting Maura@Brandology.com

1. The Digital
American 2013
Sample Section
925.417.2253
Q1 2013 www.Brandology.com
© Brandology

2. Introduction
American consumers’ interactions with technology, social media, and the
Internet are dramatically changing the business and marketing landscape.
Understanding these trends is crucial for making smart business decisions
The Digital American 2013 is designed to help marketers and business
people keep current with consumers’ digital attitudes and behaviors
The Digital American provides real-time information and actionable insights
that you can leverage to grow your sales and profits
The report is divided into 12 consumer trends (with a total of 38 sub-trends)
each followed by a “Things to Think About” section to jumpstart
brainstorming the implications for your business
When you buy the report you will also receive 3 free quarterly updates to
keep you current all year long
The Digital American 2013 2
© Brandology

3. Introduction
The Digital American 2013 will help you…
• Set business direction
• Develop consumer marketing strategies and tactics
• Determine key initiatives to pursue
• And much, much more
To buy the full report with 3 free quarterly updates go to
http://www.Brandology.com/trendreport.htm
If you would like help translating The Digital American into powerful
strategies and tactics that produce results, or if you would like a
customized presentation of the report, please contact Maura Mitchell at
Maura@Brandology.com or 925-417-2253 to learn about our consulting
services
The Digital American 2013 3
© Brandology

4. Table of Contents
1 TV Unleashed.........9 4 Show Me, Don’t Tell Me.........72
• TV, Without the TV • Please Post Pictures!
• The Love Child of TV and the Internet • Digital Scrapbooking
• Two Timing Their TV • Is the Movie Out Yet?
• The End of the Couch Potato Era
5 Digital Distractions…......89
2 My Technology. My Rules.........31 • Procrastin Nation
• Music Remixed • Unbore Me!
• The TeleText
• E is for Efficiency 6 It’s Complicated.........102
• Friending the News • Digital Stupidity
• Social Psychology
3 The Not So Secret Life of
Americans.........54 7 Tabletmania.........118
• What I Do Is My Business • A Tablet in Every Hand
• Mobile Exposure • The Swiss Army Tablet
• Thanks for NOT Sharing • T Commerce
4
© Brandology

5. Table of Contents
8 Game On.........136 11 Invasion of the Smartphones........187
• Friends, Fans and Opponents • Gimme a Hit of Smartphone
• Getting Nothing for Something • Smart Shoppers
• New Frontiers for Old Platforms • An App a Day
• The Mobile Commerce Mirage
9 The Online Bazaar.........153
• Amazon. The Virtual Mall 12 Trends or Pretends?.........209
• Pin It. Purchase It. • Lose Your Wallet?
• Let’s Make a Daily Deal • Cutting Edge or Cutting Corners?
• Is That Code Worth Translating?
10 Social Is as Social Does.........170 • Reddit or Not?
• Facebook Fades a Little
• Google Plus or Minus
• Checking Out Check-Ins
5
© Brandology

6. Trends
1 TV Unleashed 7 Tabletmania
2 My Technology. My Rules. 8 Game On
3 The Not So Secret Life of Americans 9 The Online Bazaar
4 Show Me, Don’t Tell Me 10 Social Is as Social Does
5 Digital Distractions 11 Invasion of the Smartphones
6 It’s Complicated 12 Trends or Pretends?
6
© Brandology

7. TV Unleashed
Consumers flock to more flexible, comfortable, and social ways to
watch TV and video 7
© Brandology

8. TV Unleashed
Sub-Trends
TV, Without The Love Child of Two Timing The End of the
the TV TV and the Internet Their TV Couch Potato Era
TV Unleashed 8
© Brandology

9. Sub-Trend: TV,
Without the TV
Consumers want to
watch TV whenever and
wherever they are, turn
to “the best screen
available,” and are
surprisingly happy with
the results
TV Unleashed 9
© Brandology

10. Sub-Trend:
TV, Without the TV
For 18-35 year olds, watching
TV digitally streamed to a device
is virtually as common as
watching live TV on a TV set
Harris Interactive
TV Unleashed 10
© Brandology

11. Sub-Trend:
TV, Without the TV
TV sets still reign supreme, but consumers watch a tremendous amount
of TV on devices other than their TV sets
• 126 MM people watch an average of 9 hours per week on their PC
• 29 MM watch 5 hours per week on their cell
• 18 MM watch 8 hours per week on their tablet
Over half of all tablet owners watch TV/videos on their device at least
once a month
• 50% of tablet owners under 35 watch at least weekly
Americans increasingly view TV content/video on their smartphones
• 20% of consumers now watch at least once a month
• In 2012 cell phones were the fastest growing platform for watching TV
• Consumers see the tradeoffs of the small screen but still watch
TV Unleashed 11
© Brandology
Sources: comScore, The FINANCIAL, Nielsen, Tremor Video, Viacom

12. Sub-Trend:
TV, Without the TV
Watching TV on different devices has led to more total hours of viewing
• While hours spent watching on a TV set have declined, they have been more than
offset by time spent with other devices
Cable and satellite are being replaced by other ways to “source” TV
content
• Between 5% and 9% of Americans have “cut the cord” and now get all their TV via
alternative means
• An additional 11% are considering eliminating their cable because they believe they
can get all their favorite shows via the Internet from a variety of websites
TV Unleashed 12
© Brandology
Sources: Deloitte, Diffusion Group

13. Sub-Trend: The
Love Child of TV
and the Internet
Consumers like the on-
demand nature of visual
content on the Internet,
but strongly prefer
watching it on a TV set
via Connected TV
TV Unleashed 13
© Brandology

14. Sub-Trend: The
Love Child of TV
and the Internet
The most common place to
watch online video is on a TV
set, not a personal computer
NPD Group
TV Unleashed 14
© Brandology

15. Sub-Trend: The
Love Child of TV
and the Internet
Consumers of all ages are transitioning to watching online video content
on their TV sets
• 45% of Americans now prefer to watch online video on the TV vs 33% in 2011
• 31% now prefer a laptop vs 48% in 2011
A wide range of content is being streamed from the Internet to the TV
• On average, consumers stream 12 hours per week to their TV
- 7 hours are TV episodes
• 69% stream movies from the Internet to their TV
• 38% watch online video clips on their TV
Consumers connect their TV to the Internet in a variety of ways
• 63% of those who stream content do it via a gaming console: Nintendo Wii,
PlayStation 3, or Xbox 360 are most popular
TV Unleashed 15
© Brandology
Sources: Interpret, Nielsen, NPD Group, Tremor Video

16. Sub-Trend: The
Love Child of TV
and the Internet
TV sets with built-in connections to the Internet are in their infancy, but
likely to be adopted rapidly
• 10% of households now own an IPTV (Internet Protocol TV), more than twice as
many as a year ago
• Having the built-in connection dramatically simplifies streaming
IPTVs and TVs attached to game consoles lead to more hours of TV and
video viewing and more engaged viewers
• Measured by percentage of time the device is used, and length of time spent
watching during one sitting
TV Unleashed 16
© Brandology
Sources: Nielsen, Ooyala

17. Sub-Trend: Two
Timing Their TV
To keep themselves
occupied during breaks
in the action and to
enhance their
productivity, more and
more consumers use a
“second screen” while
watching TV
TV Unleashed 17
© Brandology

18. Sub-Trend: Two
Timing Their TV
63% of all tablet owners
watch TV and use their
gadget at the same time
GfK MRI
TV Unleashed 18
© Brandology

19. Sub-Trend: Two
Timing Their TV
Consumers giving a TV program their undivided attention will soon be a
thing of the past
• 77% of consumers who own multiple gadgets use a second screen while
watching TV
• The highest dual usage is between TVs and tablets
Dual TV/tablet users are split on which device is their main focus,
creating a new challenge for marketers
• 36% say their main focus is the tablet
• 36% are equally divided between the tablet and TV
• 28% say their main focus is the TV
Tablet owners’ media multi-tasking can be beneficial to advertisers
• Most common simultaneous activity is engaging with social media
• Second most common activity is looking up more information about a product or
company seen on TV
TV Unleashed 19
© Brandology
Sources: GfK MRI, Google, Sterling Brands

20. Sub-Trend: Two
Timing Their TV
Most cell phone owners play with them during TV programs
• 81% of 18-24 year olds use both devices simultaneously
• 29% of 55-64 year olds use both
The #1 reason consumers use cell phones while watching TV is to stay
occupied during breaks in the action
• 22% fact check something in a program
• 20% visit a website mentioned in the program
• 11% go online to see what others are saying
• 11% go online to post a comment
• 6% vote for a reality show contestant
Millennials are engaging in a related new trend: watching TV and doing
another activity simultaneously on the same device
• 74% watch TV and do homework on a laptop at the same time
TV Unleashed 20
© Brandology
Sources: MediaPost, Pew Internet

21. Sub-Trend:
The End of the
Couch Potato Era
Consumers make
watching TV more social
and interactive by
actively engaging with
shows and connecting
with other viewers via
Social TV
TV Unleashed 21
© Brandology

22. Sub-Trend:
The End of the
Couch Potato Era
Millennials who watch TV and
simultaneously interact with social
media are 30% more engaged in
the show than viewers who do not
use social media
Time Warner Research Council
TV Unleashed 22
© Brandology

23. Sub-Trend:
The End of the
Couch Potato Era
Americans’ participation in social TV is skyrocketing
• 62% of consumers use social media while watching TV, up 18 percentage points in the
past 12 months
• Women are more likely than men to engage with social TV
The sheer quantity of postings about TV in social media is surprising
• There were 81 million real-time conversations in top social networks about TV shows
in the single month of June 2012
- Six times as many as the previous year
• The most talked about shows are awards and sports programs
Consumers gravitate to social TV behaviors because they want to…
• Feel like they are watching with others, even if they are watching alone
• Share their opinions and learn what others think
• Interact with the TV content
TV Unleashed 23
© Brandology
Sources: Ad Age, Bluefin Labs, Ericcson Consumerlab

24. Sub-Trend:
The End of the
Couch Potato Era
Twitter is the cutting edge network in social TV
• 33% of active Twitter users have tweeted about TV
• Played a high profile role in both the Olympics and the 2012 presidential election
• Has become a cornerstone in some of the top TV shows, including X Factor, Glee
Social networks and apps designed specifically to encourage social TV
behaviors are gaining traction
• 20% of consumers have used one such as GetGlue or zeebox
Social TV is driving consumers to watch TV in real time because they
want to participate in the conversation
• Viewing shows via DVR has significantly declined in the past two years
• Almost half of all social TV conversations are about what is currently on TV
• 33% of smartphone owners are more likely to watch a TV show in real time if it has a
social media component
TV Unleashed 24
© Brandology
Sources: Ericcson Consumerlab, Forbes, Nielsen, Red Bee Media, Twitter

25. TV Unleashed
Things to Think About
Are we designing our TV commercials with enough thought to the
viewing device?
• Are they effective on a small or very small screen?
• Will they capture the attention of consumers who are on-the-go?
Are we taking advantage of the fact that consumers often watch
commercials on a device that is simultaneously connected to the
Internet?
• Are we doing more than listing our website and saying, “Friend us on Facebook” in
our spots?
• Have we experimented with adding interactivity?
TV Unleashed 25
© Brandology

26. TV Unleashed
Things to Think About
Have we allocated enough of our marketing budget to sites like Hulu,
where consumers watch TV online?
• Are we spending as much as we should on commercials designed specifically for TV
episodes viewed online?
Are we leveraging marketing opportunities in streaming video of all
types?
• Have we thought about what we can do beyond YouTube and video on our website?
Have we explored new marketing tactics based on IPTV?
TV Unleashed 26
© Brandology

27. TV Unleashed
Things to Think About
How can we engage via smartphone with TV viewers who use their
phones to distract themselves during commercials?
What is the best way for our brand to get involved in social TV?
• Should we consider sponsoring a show with a strong social TV component?
• Should we have a presence on social TV networks or apps?
• Should we participate in the social conversations already occurring about shows
where our spots air?
How can we capitalize on the fact that people are increasingly
watching live rather than time-shifted TV?
• Remember when marketers dreamed about life without DVRs?
TV Unleashed 27
© Brandology

28. To Buy
The Digital American
If you would like to access all the real-time information and
actionable insights from the other 11 sections (over 200 pages) of
The Digital American, plus receive 3 free quarterly updates, click
below or go to Brandology’s website, www.Brandology.com
• Click here to buy http://www.Brandology.com/trendreport.htm
The complete The Digital American report is available with five
different licenses
• The Personal License---for your own use only
• The Team License---for up to 3 people at the same company
• The Department License---for up to 10 people at the same company
• The Division License---for up to 20 people at the same company
• The Company License---for over 20 people at the same company
The Digital American 2013 28
© Brandology

29. To Buy
The Digital American
If you would like to keep up-to-speed on the ever changing
attitudes and behaviors of The Digital American, sign up for our
free bi-weekly newsletter
• See a sample here: http://www.brandology.com/newsletter.htm
• Sign up here: http://conta.cc/Tm90x2
To receive personalized advice on how to leverage insights from
The Digital American to grow your sales and profits, please
contact Maura Mitchell at Maura@Brandology.com or 925-417-
2253
The Digital American 2013 29
© Brandology

30. Contact Us
Maura@Brandology.com
925.417.2253
www.Brandology.com
© Brandology