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Digital Pulse Quarter 2 Summer 2010
The document discusses Australians' willingness to share personal information online and highlights key findings from a study. Some of the main points are: 1) Australians are open to sharing certain types of personal information like interests and opinions but are more cautious about sharing private identifiers like credit card numbers. Younger Australians are more willing to share photos but understand risks of sharing identifiers. 2) Australians are increasingly changing privacy settings on social media but students in particular are highly engaged with managing privacy. 3) Brands can build trust and encourage sharing by listening to online conversations, addressing issues raised, and adapting offers based on competitor discussions.
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Digital Pulse Quarter 2 Summer 2010
- 1. Digital Pulse Study Summer 2010 How willing are Australians to share personal information online? The Privacy Issue 1
- 2. Every quarter we Our cover story 4-9 ask a nationally How comfortable are Australlians to share personal information online? representative sample Regular features of 300 Australians Q2 How deeply has the internet become a part of our 10-17 what they’re up to everyday lives? online. Here’s the Q3 What are Australians choosing to do online? 18-19 issues explored in Q4 How are people harnessing the 22 November… Q5 internet in different ways ? How are Australians interacting 32 with brands online? Q6 What are Australians buying online? 34 Pulse Check Summer 2010 3
- 3. To share ornot to share? It’s a generational thing Google CEO Eric Schmidt speaks So just how seriously are Six in ten Australians polled feel more circumspect. Just 48% feel with breathtaking candour on Australians taking the issue of comfortable sharing their personal comfortable sharing their name the topic of online privacy. He online privacy and how carefully interests and attributed opinions and address details, 38% their recently said, in a totally matter- are we rationing the information with others online. It will surprise credit card or telephone numbers of-fact way: “We know where you that we share with others online? no one to learn that eight in ten and just 13% their passport are. We know where you’ve been. This quarter our Digital Pulse young web users, less than 25 or drivers licence numbers We more or less know what you’re study explores the extent to years of age, feel comfortable online. Australians are astutely thinking about”. In an even more which we feel comfortable sharing to share such personal opinions distinguishing between low risk Orwellian moment he quipped “If different kinds of information over freely. While youth lead the way, ‘public me’ data and high risk you have something that you don’t the internet, from our personal a clear majority of Australians, ‘private me’ data shared online. want anyone to know, maybe you interests and opinions, to regardless of age or gender, now And this distinction is most clearly shouldn’t be doing it in the first photographs, name and address embrace the idea that sharing recognised by the young. place”. In light of Google’s recent details, telephone and credit card their ideas and experiences online The stereotype of the young online scrapes with the Australian Privacy numbers. helps companies to deliver better user is of someone recklessly Commissioner, we all have reason We’ve discovered that people are products and services, more in sharing personal information, to reflect carefully upon Schmidt’s quite open to sharing certain kinds tune with their needs. oblivious to the risks. Yet the warnings. of personal information and highly But when it comes to sharing reality is their online behaviour resistant to sharing others. seriously personal data, is highly evolved. On the one Australians are considerably hand they do relentlessly share Pulse Check Summer 2010 5
- 4. To share ornot share? The privacy issue… Our findings their personal opinions, lifestyle Between 2009 and 2010 the For boomers, photos remain in the An interesting counter-trend in the activities and photos with peers percentage of students who province of ‘private me’. Yet for study is the relatively high levels online, yet on the other hand changed their privacy settings four young Australians, online photos of comfort that Australians 40- they are consistently wary about or more times doubled from 24% epitomise the whole idea of living plus have with sharing personal sharing data that allows their to 51%. And just 2% of students online, despite the reputational identifiers like name and address identification out in the real world. had never reviewed their privacy risks. As Schmidt, the king of details, phone numbers and credit The very real risks of identity theft, settings at all. the internet cache reminds card details online. This may in cyber bullying and stalking are It’s the sharing of photos online social networkers “when you part be driven by the lesser risks clearly well understood by online that most divides the generations. post something, the computers of cyberstalking to this generation, youth, given their cautious sharing While nearly two thirds of young remember forever”. Just as young but also flags their belief that the of unique personal identifiers and web users feel comfortable to post people have learned to become internet is primarily a transactional their surprisingly active use of photos online, just one third of 55 selective about their sharing of tool. It’s amongst older Australians privacy settings on social sites. pluses are at all comfortable with unique data identifiers, they may that the e-commerce opportunity The online journal First Monday the idea. The middle generation, grow to recognise there’s a high is most pronounced. It’s time for recently published research 26-55 are at present perfectly price to pay for liberally posting brands to take the silver surfers a amongst first-year university divided on the topic, so represent personal photos and videos. That good deal more seriously. students in the US, noting just how an enticing new growth target for these too represent a unique engaged they have become with the likes of Flickr and Facebook. personal identifier online. their privacy settings on Facebook. Pulse Check Summer 2010 7
- 5. Four ways to buildtrust with 1 Learn to listen your online 2 Say less, engage more customers that 3 Give and keep on giving will encourage them to share 4 Convince, respect and protect data with you: Pulse Check Summer 2010 9
- 6. 1 Learn tolisten Everyday, people are talking about Orange, the European phone brands online. Everything from latest company, knew people were talking offers, the service they received, to about their services online, and that things they wish for most. it needed to listen. Orange identified and listened to the key forums in Be it positive or negative, the which its products are discussed value of tapping into the stream of and the ‘super-contributors’ who talk conversation across online platforms most about the company – and then, can provide clear insights for your put what it heard to use, below are business. two examples of this: These platforms range from dedicated 1. Orange has been able to identify online forums and groups to popular and solve numerous “collective social media sites such as Facebook problems”. Recently, for example, and Twitter. 40,000 clients who signed up for a specific package complained of not TRY THIS receiving the amount of memory they Use some of these free methods in had signed up for; the problem was scanning the social sphere to see what quickly fixed. people are saying about your brand 2. Orange have been able to spot Visit http://www.socialmention.com offers from their competitors that their Do a Twitter search: http://search. customers want in their own plans. twitter.com/ Family calling, for example, is now part Search Google or Yahoo! Groups: of the Orange Open calling plan. http://groups.google.com; http://groups.yahoo.com Pulse Check Summer 2010 11
- 7. 2 Say less,engage more New products provide an excellent Audi posted images of its new A1 opportunity to engage both a brand’s model across the social web, then existing fans and prospective buyers aggregated mentions from across online. social platforms and reposted them on a microsite. The microsite Smart companies are using the web didn’t just report what people were to engage consumers in new brand saying, it also allowed users to concepts, to harness their insights customize their own Audi A1 and and build pre-launch buzz. then encouraged them to share A social platform can become it with friends. Almost 40,000 neverending well of customer insights people created customised versions that can be tapped into again and of the new model. In total 5.5 again. Here brands can connect their million people visited the microsite audience together in a community, 119 million times, generating the answer questions and concerns and largest number of car pre-orders get them to learn more about the in its history. brand and new products. SO ASK YOURSELF How do you feature new products online to drive reappraisal of our brand? Is there an opportunity to seed new ideas online to gauge consumer response and tap into the creativity of the crowd to make the ideas even better? Pulse Check Summer 2010 13
- 8. 3 Give andkeep on giving When private information is sought H&R Block introduced a new service of individuals, brands need to offer called Premium Tax targeted at something in return of value.This may higher-income customers. However, be in the form of a competition, useful it was a service that needed to be content or exclusive invitations to explained before customers could underground events. grasp its value. Today opt-in or Permission Marketing Their internet banner which said is the most effective weapon in a “H&R Block: We’ll pay your taxes marketer’s arsenal. According to Seth sweepstakes” had more than 50,000 Godin, “Permission marketing turns responses from people who paid strangers into friends and friends into taxes and knew what H&R Block was. loyal customers,” he says. “It’s not In order to gain a chance to have their just about entertainment – it’s about taxes paid by H&R, the consumers education.” gave the company permission to tell them more about Premium Tax. In this Getting them in is the first step, case, permission marketing worked keeping them is the challenge. If effectively in getting the attention of what you offer is once-off or flakey their target group and elicited enough then they will simply opt-out. interest to gain their permission to further promote the service. DON’T BE A SORE LOSER If you lose them, make it easy to opt- out. Don’t ruin any chances you have by keeping them against their will. Pulse Check Summer 2010 15
- 9. 4 Convince, respectand protect Instilling trust in users to provide their A well worded and designed privacy particulars requires ease of input, statement and form will instill trust professional design, clarity of privacy and put customers minds at ease. policies and, ideally, the endorsement Follow this link to find a template of trusted third parties. for a good privacy statement. Keep their trust by ensuring the http://online.businesslink.gov. information collected is safe and uk/Growth_and_Innovation_files/ secure, as misuse can damage the Sample3_privacy_policy.doc relationship beyond repair. FIGHT TEMPTATION… …of sharing client information with others, particularly affiliate partners without their permission. Nothing irks a client more then when they provide personal information and then get spammed. Make it clear and simple for clients to select affiliate offers, and always make the default unselected. Pulse Check Summer 2010 17
- 10. refuse to generally generally totally share uncomfortable comfortable comfortable sharing sharing sharing Comfort with personal interests sharing types attributed comments of personal personal photos name and address information… credit card numbers telephone numbers drivers licence or passport numbers Pulse Check Summer 2010 19
- 11. Q How comfortableare you sharing the following types of information over the internet? Comfort All Australians 14-25 26-55 56+ Female Male Personal interests +31 +71 +31 +5 +36 +25 with sharing Attributed, not anonymous, comments +15 +46 +20 -14 +11 +20 divides the Personal photographs Name and -3 +25 -1 -25 -7 +1 generations… -5 -29 -1 +5 +2 +12 address details Credit card details -24 -39 -16 -30 -22 -27 Telephone numbers -25 -54 -21 -14 -29 -20 Drivers licence & -75 -68 -77 -75 -80 -69 passport details Significantly more comfortable (95% confidence interval) Significantly less comfortable (95% confidence interval) Scores represent the balance of opinion: Totally and generally comfortable minus generally uncomfortable and refuse to share. Pulse Check Summer 2010 21
- 12. Our regular quarterlyfindings Pulse rising Pulse rising Pulse falling Pulse rising Pulse falling Pulse falling places • Wifi at work and in public • Apple iPhone & iPad usage • Plug-in connections at home, work and school • Accessing the internet via Nokia devices • Viewing branded films & ads online • The relevance of cinema amongst 14-25 year olds • Using Facebook Like This and Facebook Places • Requesting information from brands via online forms • Online purchasing of travel services, computer equipment and supplies, music, electrical • Writing blogs appliances, wine, beer and spirits. • Reading tweets/following brands on Twitter • Posting CV’s online & commenting negatively about work, experiences; possibly reflecting a tougher job market? • Online purchasing of books Pulse Check Summer 2010 23
- 13. Q2 How have you accessed the internet in the past month? In what ways are Australians Desktop at home connecting with Laptop the internet? Desktop at work or school Mobile phone iPad or other tablet Pulse rising Pulse falling 0 10 20 30 40 50 60 70 80 Percent Pulse rising Pulse falling Pulse Check Summer 2010 25
- 14. How have youconnected to Brands of mobile the internet in the past month? device used to Percent of total connections access the internet in the past month Other eg. Pulse rising tethering Pulse falling Pulse rising Plug-in Pulse falling Other at home Apple iPhone Pulse rising Wireless USB 'dongle' device Pulse falling Blackberry Wi-fi in a public Pulse rising place eg. library Pulse falling Samsung Pulse rising Plug-in at work Pulse rising and school Pulse falling Apple iPad Pulse falling Pulse rising Wi-fi at work Pulse rising Pulse falling Pulse falling Plug-in a public Pulse rising Nokia place eg. library Wi-fi at home Pulse falling Pulse Check Summer 2010 27
- 15. Connection 100 A laptop 60 A mobile phone differences 50 80 40 60 by age 30 40 20 20 10 0 0 14-25 26-55 56+ 14-25 26-55 56+ years years years years years years A homebased A desktop computer An iPad desktop computer at work or school 80 60 100 70 50 80 60 40 60 50 40 30 40 30 20 20 20 10 10 0 0 0 14-25 26-55 56+ 14-25 26-55 56+ 14-25 26-55 56+ years years years years years years years years years Pulse Check Summer 2010 29
- 16. Q3 How deeply Approximately how much has the internet time in the average week would you spend accessing become a part of the internet, including emailing, instant messaging our daily lives? and social networking? Pulse Check Summer 2010 31
- 17. Time spent online in the past month 20 15 Percent 10 5 0 Up to 5 6-10 11-15 16-20 21-25 25-30 31-35 36-40 41-45 46-50 50 hours Hours hours hours hours hours hours hours hours hours hours + Male Female Up to 15 16-30 31-45 45 hours hours hours hours + Pulse Check Summer 2010 33
- 18. Which of thefollowing media would you describe as being difficult for you to personally live without? 14-25 years % 26-55 years % 56 + years % Internet 91 Internet 89 Television 83 Television 63 Television 76 Internet 81 Game consoles 27 Newspapers 41 Newspapers 60 Radio 27 Pulse risingRadio 38 Radio 57 Cinema 18 Cinema Pulse falling 25 Magazines 19 Newspapers 13 Magazines 21 Cinema 8 Pulse rising Magazines 11 Game consoles 12 Game consoles 2 Pulse falling None of the above 2 None of the above 4 None of the above 2 Pulse Check Summer 2010 35
- 19. Which of thefollowing Cinema Internet 100 Television 100 100 media would you 80 describe as being 80 80 difficult for you 60 60 60 to personally live 40 40 40 without? 20 20 20 0 0 0 14-25 26-55 56+ 14-25 26-55 56+ 14-25 26-55 56+ years years years years years years years years years Game consoles like Xbox, Wii Newspapers Radio 100 Magazines & Playstation 100 100 100 80 80 80 80 60 60 60 60 40 40 40 40 20 20 20 20 0 0 0 0 14-25 26-55 56+ 14-25 26-55 56+ 14-25 26-55 56+ 14-25 26-55 56+ years years years years years years years years years years years years Pulse Check Summer 2010 37
- 20. Q4 What areAustralians choosing to do online? MORE THAN 75% + 50-75% 20-49% LESS THAN 20% Browsing the internet 91% Internet banking 70% YouTubing 47% Reading brand blogs 16% Accessing personal email accounts 91% Browsing eBay 62% Researching brands 43% Commenting positively about a brand 15% Networking with friends SMS texting 39% Commenting positively about work 14% 57% (Facebook, Myspace, etc) Accessing work email accounts 38% Writing blogs 14% Reading email from brands 50% Hunting for property 33% Friending brands 13% Tagging friends in photos 30% Using Facebook Places 12% Pulse rising Clicked on Facebook Like this 29% Pulse rising Business networking (LinkedIn, Pulse falling 9% Skyping 29% Pulse falling Plaxo etc) Pulse rising Watching catch-up TV 29% Reading Twitter posts 9% Pulse falling Viewing branded films or ads 27% Using GPS mobile apps 9% Gaming 27% Using Cloud applications (Google etc) 8% Pulse rising Planning trips & holidays 27% Posting CVs 7% Pulse falling Visiting online forums 27% Pulse rising Using cameras on mobile devices 7% Pulse rising Participated in an online forum 26% Pulse falling Pulse rising Commenting negatively about work 6% Pulse falling Job seeking 26% Pulse falling Commenting negatively about brands 6% Opting in to receive brand Subscribing to and reading RSS feeds 5% Pulse rising information 24% Pulse rising Writing blog entries 5% Pulse falling Pulse rising Requesting info from brands 24% Pulse falling Writing tweets 5% Pulse falling Entering brand competitions 23% Dating 4% Pulse rising Illegal downloading 22% Participating in webinars 3% Pulse falling Pulse rising Listening to podcasts 21% Following brands on Twitter 2% Pulse falling Selling on eBay 21% Clicking on ads 20% Pulse rising Pulse falling Pulse Check Summer 2010 39
- 21. Q5 How areAustralians interacting with brands online? Total 14-25 years 26-55 years 56+ years Female Male Accessed a bank or investment account online 70 50 75 74 72 69 Received and read an email promoting a company or brand 50 34 51 60 50 50 Researched a brand 42 38 44 42 42 44 Clicked on the Facebook ‘Like this’ feature Pulse rising 29 46 28 19 33 25 Watched a commercial or branded film on Youtube Pulse falling Pulse rising 27 41 30 14 22 33 Planned or managed a business trip or holiday online PulsePulse rising falling 27 14 29 30 27 26 Requested further information from a company online Pulse falling 24 14 25 26 23 24 Opted to accept promotional offers or information from a company or brand 24 13 29 22 26 21 Participated in a brand-sponsored contest or sweepstakes online 23 14 24 25 22 23 Clicked on a digital ad/banner 20 25 22 13 16 23 Read company or brand blog 16 18 17 13 16 16 Commented positively to others about a brand 15 21 16 9 15 15 Friended a brand on Facebook or MySpace 13 20 15 6 14 12 Used Facebook Places Pulse rising 12 11 13 11 12 12 Commented negatively to others about a brand Pulse falling 6 9 6 2 5 6 Subscribed to or read an RSS feed from a company or brand 5 5 6 5 4 7 Followed a brand on twitter 2 7 1 1 2 3 Significantly less likely to do (95% confidence interval) Pulse rising Significantly more likely to do (95% confidence interval) Pulse falling Pulse Check Summer 2010 41
- 22. Q6 What areAustralians buying online? Total 14-25 years 26-55 years 56+ years Female Male Metro Regional Travel Services Pulse rising 32 14 36 36 33 31 35 28 Computer equipment falling supplies Pulse and Pulse rising 31 30 35 24 23 40 34 25 Tickets to movies, concerts or shows Pulse falling 28 32 34 16 28 29 33 21 Clothing and footwear 28 30 34 16 34 22 31 23 Music Pulse rising 28 36 33 11 25 31 29 24 Electrical Pulse falling applicances Pulse rising 25 25 31 14 19 32 29 18 Insurance Pulse falling 24 18 25 26 18 30 27 18 Games 22 36 25 7 18 26 22 21 Applications rising Pulse 21 27 27 7 15 27 23 18 Books Pulse falling 20 23 23 13 22 18 21 18 Fast food 18 29 20 8 21 16 23 11 Movies & TV shows 18 29 23 2 19 18 20 1 Wine, beer or spirits Pulse rising 15 7 17 17 11 19 18 10 Cosmetics Pulse falling 12 14 15 3 16 7 12 11 Nutritional products 11 13 14 6 11 12 14 7 Groceries 10 13 13 2 9 10 12 5 Stationery 10 13 11 8 8 14 14 4 Newspapers & Magazines 10 11 11 8 8 13 10 10 Significantly less likely to buy (95% confidence interval) Pulse rising Significantly more likely to buy (95% confidence interval) Pulse falling Pulse Check Summer 2010 43
- 23. How do positiveand negative online experiences with brands affect actual purchasing? Can you recall an occasion Did this positive Can you recall an occasion Did this negative when an online experience experience influence when an online experience experience influence changed your opinion of a whether you actually changed your opinion of a whether you actually brand in a positive way? purchased a product brand in a negative way? purchased a product or service from this or service from this No brand? No brand? 79% 80% No 17% No 11% Yes Yes 21% 20% Yes 83% Yes 89% Pulse Check Summer 2010 45
- 24. Appendix The Survey Sample Age Region Gender 200 120 200 100 150 150 80 100 60 Number 100 Number Number 40 50 20 50 0 0 14-25 25-65 56+ years NSW VIC QLD WA Other 0 years years & ACT Female Male Regional Metro NB. Sample weighted to be representative of the Australian population. Pulse Check Summer 2010 47
- 25. For further informationon: Digital Pulse: digitalpulse@principals.com.au Principals digital offer: tessa@principals.com.au Any other enquiries: Tom Brigstocke 0418 447 094 | tom@principals.com.au Office locations: Sydney: Level One 58 Lower Fort Street Sydney NSW 2000 Australia Melbourne: 1 Stewart Street Windsor VIC 3181 Australia www.principals.com.au