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Fact vs Hype: New Research and Why it Matters to Your Communications Plan

Fact vs Hype: New Research and Why it Matters to Your Communications Plan. Presenters: Eve Smith, Eve Smith Consulting Peter Genuardi, GetActive Jeff Forster, Bayer Center for NP Mgmt. Thursday, March 24, 2005. What we’ll cover today. What are ways individuals are using technology?

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Fact vs Hype: New Research and Why it Matters to Your Communications Plan

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  1. Fact vs Hype: New Research and Why it Matters to Your Communications Plan Presenters: Eve Smith, Eve Smith Consulting Peter Genuardi, GetActive Jeff Forster, Bayer Center for NP Mgmt Thursday, March 24, 2005

  2. What we’ll cover today • What are ways individuals are using technology? • What factors influence their choices? • How are nonprofits using technology to reach constituents? • How can nonprofits determine the right mix of tools? • What are trends to watch? Eve Smith Consulting

  3. Internet use is growing • 137 million active US adult internet users • On a typical day, 70 million log on, up from 52 million in 2000 • Since 2000, increases seen in usage by gender, age, race/ethnicity Source: Pew Internet & American Life Project Eve Smith Consulting

  4. Email still the killer app 92% of adults with internet access report sending email as their #1 online activity Source: Pew Internet & American Life Project Eve Smith Consulting

  5. Use email Get news Check the weather Do research for their job Research a product before buying it Look for political news or info Send instant message Do research for school or training Get travel info Get health or medical info Top 10 Online Activities Source: Pew Internet & American Life Project Eve Smith Consulting

  6. Growth also seen in… Online banking • 53 million American adults now say they use online banking Source: Pew Internet & American Life Project Eve Smith Consulting

  7. Growth also seen in… Sharing online photos • 26% of Internet users have had photos posted to an online photo service, up from 19% in 2003. • Currently over 825 million photos stored at online photo services, and sharing and printing activity continues to increase. Source: InfoTrends/CAP Ventures Eve Smith Consulting

  8. Growth also seen in… Online communities • about 84% of internet users belong to groups that have an online presence including: • trade association or professional groups • hobby or interest • fan group for a team • fan group of a TV show or entertainer • local community group or association Source: Pew Internet & American Life Project Eve Smith Consulting

  9. Blogs are catching on • 8 million people (7% of online Americans) have created a blog • About 27% of adult internet users in the U.S. read blogs But… 62% of online users still do not have a clear idea what a blog actually is. Source: Pew Internet & American Life Project Eve Smith Consulting

  10. Broadband adoption is increasing • By end of 2004, nearly 60 million Americans logged on with a fast connection. • High-speed, always-on connections influence people’s behavior online: • log on more often • spend more time online • do more internet activities • actively participate by creating and sharing content Source: Pew Internet & American Life Project Eve Smith Consulting

  11. “Even as internet use has grown exponentially, the hierarchy of metaphors that describe it has remained constant: The internet is most of all a mail pigeon, then a library, then an amusement park, then a shopping center.” Source: Trends 2005: Internet: The Mainstreaming of Online Life Pew Internet & American Life Project Eve Smith Consulting

  12. Being online is the norm, but it is not universal Eve Smith Consulting

  13. Other Technology: iPod/MP3 Players • 22 million adults own an iPod or MP3 player • iPod/MP3 Player adoption at tipping point? Source: Clickz.com “iPod/MP3 Player Adoption At Tipping Point” February 14, 2005 Eve Smith Consulting

  14. Cellular/Wireless Subscribers • More than 175 million wireless subscribers in U.S. • 10 fold increase since 1993 • Nearly 20% of U.S. internet users now own a camera phone Source: InfoTrends/CAP Ventures Eve Smith Consulting

  15. Top Tech Trends for 2005 Eve Smith Consulting

  16. Key Questions • How can you know whether your constituents are using these tools? • What factors should nonprofits consider before adopting a new gadget or trend? • What tools are nonprofits using? • What does this research mean for planning? • What’s forward-thinking yet realistic for your organization to consider? Eve Smith Consulting

  17. Eve Smith Email marketing, Web and E-commerce Strategies for Nonprofits • Email: evesmith99@yahoo.com • Web: http://home.earthlink.net/~evesmith Eve Smith Consulting

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