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April 2013 Data Book

April 2013 Data Book. Introduction.

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April 2013 Data Book

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  1. April 2013 Data Book

  2. Introduction At H.Engage, we believe that the best way to influence change is to be equipped with the right data. The April 2013 Data Book builds upon the prior May 2012 Data Book, and compiles the most recent research on trends in mobile, social and gaming. Slides that have been updated are marked with “updated” in the upper right hand corner, and slides that are new are marked with “new.” We’ve purposely left this document as a PowerPoint instead of a PDF. Feel free to take the slides and drop them into presentations. And don’t hesitate to send us a note to ask additional questions and share what you’re hearing from your leaders and clients. All the best, VladGyster Co-founder, CEO vlad@hengage.com 617-858-5238

  3. The headlines of smartphone owners text Pew Research Center, Nov. 2012 of U.S. adults own a cell phone 87% 91% 71% 92% Pew Research Center, Dec. 2012 of smartphone owners use them at work Think Insights with Google Gaming is the #2 online and mobile activity of adults < 50 years old use text messaging Pew Research Center, Sept. 2012 Pew Research Center, Nov. 2012 Americans have tripled the amount of time they spend consuming media on their mobile phones since 2009, while time spent reading print continues to decline Average gamer is 30 years old Internet usage: 81% percent of adults use the internet. 17% use their mobile phone as their primary Internet access Social media is the#1 online and mobile activity. 67% of adults use social networking Business Insider, Oct. 2012 Pew Research Center, 2011 Pew Research Center, 2013 ESA, 2012

  4. NEW How media consumption has changed from 2009 - 2012 Americans are paying less attention to print, and far more attention to mobile phones. 4% Print continues its decline 200% 33% eMarketer via Business Insider via H.Engage October 2012

  5. UPDATED 87% of adults own a cell phone Relative to other technologies, cell phones are unmatched in their adoption rates. Pew Research Center via H.Engage December 2012

  6. NEW Landline vs. mobile phone penetration Landline-only households have declined as households with one or more cellphones have increased drastically. Marketing Charts via H.Engage September 2007

  7. NEW U.S. smartphone penetration Over half of mobile phone owners now have a smartphone. 71% of them use it in the workplace. Nielsen via H.Engage March 2012

  8. Lower income brackets are the fastest growing adopters of smartphones 17% of people use their smartphones as their primary access to the Internet. U.S. avg (50%) Pew Research Center via H.Engage March 2012

  9. NEW Everybody texts All age segments send and receive a significant amount of texts per day, with 50 – 64 year olds seeing the highest increase over the last year. Young Boomers (48 – 57) Millennials (20 – 35) Silent Generation (67 – 75) Older Boomers (58 – 66) Generation X (36 – 47) Pew Research Center via H.Engage November 2012

  10. NEW Using text messaging as a communication tool Text messages have a drastically larger open and response rate in comparison to other forms of communication for marketing. Marketing Profs via H.Engage March 2013

  11. NEW Among smartphone users, sending text messages is the top activity ComScore via H.Engage December 2012

  12. UPDATED 81% of adults use the Internet Internet use is almost ubiquitous among working age adults (18-64). U.S avg. (81%) Young Boomers (48 – 57) Silent Generation (67 – 75) Millennials (20 – 35) Generation X (36 – 47) Older Boomers (58 – 66) Pew Research Center via H.Engage February 2013

  13. Top online activities for American adults Email, searching and social networking are among popular online activities. Email is an extremely effective communication tool Pew Research Center via H.Engage September 2012

  14. Time spent on online activities Social networking continues to dominate time spent online. Pew Research Center via H.Engage September 2012

  15. NEW Social networking use by age group 67% of adults use online social networking sites. Pew Research Center via H.Engage February 2013

  16. Who you know matters The science behind social networking shows that humans are social creatures. Since the beginning of time they have relied on the benefits of groups. Through necessity, social networks were then created to share experiences, needs and desires. 57% Increase in a person's chance of becoming obese if a friend became obese. That’s more predictive than if they shared genes associated with obesity. 25% Increase in a person’s chance of becoming happy if a friend who lived within a mile became happy.  75% Increase in a person’s chance of divorce if a friend or colleague divorced. The size of the effect was measurable at two degrees of separation (friend of a friend), at 33%. Research by Nicholas Christakis

  17. Who’s playing social games? The average social gamer is 30 years old. ESA via H.Engage 2012

  18. NEW Gaming is the most engaging smartphone app Time spent on mobile apps has dwarfed time users spend on the mobile web. Smartphone users spend over 127 minutes per day on mobile apps. Other Utilities Games Entertainment Social networking Flurry via Business Insider via H.Engage November 2012

  19. Online and videos

  20. Adults average 32 hours per month online Those between the ages of 45-54 spent the most time online, averaging almost 40 hours per month. Young Boomers (48 – 57) Millennials (20 – 35) Silent Generation (67 – 75) Generation X (36 – 47) Older Boomers (58 – 66) ComScore via H.Engage Q1 2011

  21. NEW Online video demand The U.S. online video market attracts an average of 75 million viewers daily and streams nearly 40 billion videos per month. ComScore via H.Engage February 2013

  22. Mobile

  23. NEW The multi-screen living room % of U.S. adults that use more than one device simultaneously Most U.S. adults are skilled multitaskers. 57% of the time we’re using our smartphone, we’re also using another device. 66% 81% 66% Use smartphone and television together Use smartphone and PC/laptop together Use PC/laptop and television together Think with Google via H.Engage August 2012

  24. NEW 80% of Americans text Cell phone users across all demographic groups send and receive text messages. Pew Research Center via H.Engage November 2012

  25. NEW Text message and voice behaviors by age segment Those under 18 exchange twice as many text messages as those in the 18 – 24 age group. Millennials (20 – 35) Young Boomers (48 – 57) Silent Generation (67 – 75) Generation X (36 – 47) Older Boomers (58 – 66) Nielsen via H.Engage March 2010

  26. UPDATED Smartphones are helping close the technology access gap for low income employees Low income (<$15,000) 18 – 24 year olds are 18% more likely to have a smartphone than high income ($100,000 +) 55 – 64 year olds. U.S. avg. = 46% Pew Research Center via H.Engage February 2012

  27. UPDATED The majority of Americans are smartphone users 45% of American adults own a smartphone. A smartphone is a mobile phone that offers advanced computing ability and connectivity. A feature phone is a mobile phone that has less computing ability than a smartphone, but more than a basic mobile phone. Pew Research Center via H.Engage February 2013

  28. NEW U.S. smartphone penetration by ethnicity While Asian Americans lead smartphone adoption, almost 3 in 5 Hispanic mobile subscribers own a smartphone. Nielsen via H.Engage May 2012

  29. NEW Top U.S. smartphone operating systems Others 52% of smartphone owners have a phone that runs on the Android operating system, far surpassing Apple’s iOS system. Employee apps that run on iOS only are inherently less inclusive Nielsen via H.Engage December 2012

  30. UPDATED Mobile beyond calling and texting 56% of U.S. cell phone users access the Internet on their mobile phones. Pew Research Center via H.Engage November 2012

  31. Social media

  32. NEW Facebook is the most popular social networking site/blog Facebook continues to dominate time spent on social networking sites, accounting for 4 out of 5 hours on social networking sites. ComScorevia H.Engage February 2013

  33. In mobile and social, older adults are catching up Increased utilization of mobile phones and social media is especially pronounced in the 55+ age segment. Nielsen via H.Engage May 2011

  34. NEW Most access social media on their computer Computers are still the predominant way that people access social media; however, mobile phone access increased 9% between 2011 and 2012. Nielsen via H.Engage December 2012

  35. 20 – 30% of Facebook users drive the majority of activity The rest of users receive more information and feedback from their connections than they contribute. Contribute Receive Photos • 12% of users tagged a friend in a photo • 35%were tagged in a photo Friend requests • 40% of users made a friend request • 63% received a friend request “Likes” • “Liked” a friend’s content 14 times • Had their own content “liked” 20 times Messages • Sent 9 messages • Received 12 messages Pew Research Center via H.Engage February 2012

  36. More are taking steps to manage their social network image Majority of users now restrict access to their profiles and manage the information available about them. Pew Research Center via H.Engage February 2012

  37. 66% of adults use an online social media platform Most use social media platforms to stay in touch with family members and friends (both new and old). Pew Research Center via H.Engage November 2011

  38. Global

  39. NEW The mobile consumer around the globe Mobile phones are a constant for consumers around the globe regardless of demographics or geography. Nielsen via H.Engage February 2013

  40. NEW How global consumers pay for mobile Prepaid plans are far more popular outside of the United States. Nielsen via H.Engage February 2013

  41. Appendix

  42. Level setting A look at the U.S. population Millennials (20-35) Young Boomers (48-57) Silent Generation (67-75) Generation X (36-47) Older Boomers (58-66) U.S. Census Bureau via H.Engage 2010

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