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© Brandology
The Digital American 2013
Q1 2013925.417.2253www.Brandology.com
Sample Section
© Brandology
2The Digital American 2013The Digital American 2013
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
Introduction
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3The Digital American 2013The Digital American 2013
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 [email protected] or 925-417-2253 to learn about our consulting services
Introduction
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TV Unleashed.........9• TV, Without the TV• The Love Child of TV and the Internet• Two Timing Their TV• The End of the Couch Potato Era
My Technology. My Rules.........31• Music Remixed• The TeleText• E is for Efficiency• Friending the News
The Not So Secret Life of Americans.........54• What I Do Is My Business• Mobile Exposure• Thanks for NOT Sharing
Table of Contents
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Show Me, Don’t Tell Me.........72• Please Post Pictures!• Digital Scrapbooking• Is the Movie Out Yet?
Digital Distractions…......89• Procrastin Nation• Unbore Me!
It’s Complicated.........102• Digital Stupidity• Social Psychology
Tabletmania.........118• A Tablet in Every Hand• The Swiss Army Tablet• T Commerce
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Game On.........136• Friends, Fans and Opponents• Getting Nothing for Something• New Frontiers for Old Platforms
The Online Bazaar.........153• Amazon. The Virtual Mall• Pin It. Purchase It.• Let’s Make a Daily Deal
Social Is as Social Does.........170• Facebook Fades a Little• Google Plus or Minus• Checking Out Check-Ins
Table of Contents
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Invasion of the Smartphones........187• Gimme a Hit of Smartphone• Smart Shoppers• An App a Day• The Mobile Commerce Mirage
Trends or Pretends?.........209• Lose Your Wallet?• Cutting Edge or Cutting Corners?• Is That Code Worth Translating?• Reddit or Not?10
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My Technology. My Rules.
The Not So Secret Life of Americans
Show Me, Don’t Tell Me
Digital Distractions
It’s Complicated
Trends
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Tabletmania
Game On
The Online Bazaar
Social Is as Social Does
Invasion of the Smartphones
Trends or Pretends?
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TV Unleashed
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Consumers flock to more flexible, comfortable, and social ways to watch TV and video
TV Unleashed
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Sub-Trends
8TV UnleashedTV Unleashed
TV Unleashed
TV, Without the TV
The Love Child of TV and the Internet
Two Timing Their TV
The End of the Couch Potato Era
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9TV UnleashedTV Unleashed
Consumers want to watch TV whenever and wherever they are, turn to “the best screen available,” and are surprisingly happy with the results
Sub-Trend: TV, Without the TV
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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
Sub-Trend: TV, Without the TV
TV UnleashedTV Unleashed
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11TV UnleashedTV Unleashed
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
Sub-Trend: TV, Without the TV
Sources: comScore, The FINANCIAL, Nielsen, Tremor Video, Viacom
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12TV UnleashedTV Unleashed
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
Sub-Trend: TV, Without the TV
Sources: Deloitte, Diffusion Group
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13TV UnleashedTV Unleashed
Consumers like the on-demand nature of visual content on the Internet, but strongly prefer watching it on a TV set via Connected TV
Sub-Trend: The Love Child of TV and the Internet
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The most common place to watch online video is on a TV set, not a personal computer
NPD Group
Sub-Trend: The Love Child of TV and the Internet
TV UnleashedTV Unleashed
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15TV UnleashedTV Unleashed
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
Sub-Trend: The Love Child of TV and the Internet
Sources: Interpret, Nielsen, NPD Group, Tremor Video
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16TV UnleashedTV Unleashed
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
Sub-Trend: The Love Child of TV and the Internet
Sources: Nielsen, Ooyala
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17TV UnleashedTV Unleashed
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
Sub-Trend: Two Timing Their TV
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63% of all tablet owners watch TV and use their gadget at the same time
GfK MRI
Sub-Trend: Two Timing Their TV
TV UnleashedTV Unleashed
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19TV UnleashedTV Unleashed
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
Sub-Trend: Two Timing Their TV
Sources: GfK MRI, Google, Sterling Brands
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20TV UnleashedTV Unleashed
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
Sub-Trend: Two Timing Their TV
Sources: MediaPost, Pew Internet
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21TV UnleashedTV Unleashed
Consumers make watching TV more social and interactive by actively engaging with shows and connecting with other viewers via Social TV
Sub-Trend: The End of the Couch Potato Era
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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
Sub-Trend: The End of the Couch Potato Era
TV UnleashedTV Unleashed
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23TV UnleashedTV Unleashed
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
Sub-Trend: The End of the Couch Potato Era
Sources: Ad Age, Bluefin Labs, Ericcson Consumerlab
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24TV UnleashedTV Unleashed
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
Sub-Trend: The End of the Couch Potato Era
Sources: Ericcson Consumerlab, Forbes, Nielsen, Red Bee Media, Twitter
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25TV UnleashedTV Unleashed
Things to Think AboutThings 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
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26TV UnleashedTV Unleashed
Things to Think AboutThings 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
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27TV UnleashedTV Unleashed
Things to Think AboutThings 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
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28The Digital American 2013The Digital American 2013
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
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29The Digital American 2013The Digital American 2013
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