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The Digital American 2013: How Consumers Use Digital and Social Media (Sample)

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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 [email protected]
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© Brandology The Digital American 2013 Q1 2013 925.417.2253 www.Brandology.com Sample Section
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Page 1: The Digital American 2013: How Consumers Use Digital and Social Media (Sample)

© Brandology

The Digital American 2013

Q1 2013925.417.2253www.Brandology.com

Sample Section

Page 2: The Digital American 2013: How Consumers Use Digital and Social Media (Sample)

© 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

• 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

To Buy The Digital American

Page 29: The Digital American 2013: How Consumers Use Digital and Social Media (Sample)

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29The Digital American 2013The Digital American 2013

If you would like to keep up-to-speed on the ever changing attitudes and behaviors of The Digital American, sign up for ourfree 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 [email protected] or 925-417-2253

To Buy The Digital American

Page 30: The Digital American 2013: How Consumers Use Digital and Social Media (Sample)

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