april 2013: google/ipsos data breakdown - boomers
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Boomers Study_GoogleIpsos April 2013.pptx
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2013 Boomers Research Summary Google/Ipsos MediaCT U.S., March 2013
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Objective To gain a better understanding of the boomers and seniors audience, particularly in terms of their behaviors related to decision making and how they search for information via both oine and online channels.
Methodology 15 minute Attitude & Usage survey to examine attitudes and behaviors among a total of 5,100 U.S. respondents; recruited from March 6th to March 18th, 2013
N=4,080 Boomers ages 45-66 A general population control cell of 1,000 respondents ages
1864 year olds was also included for comparison purposes
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The Internet is an everyday part of boomers lives; it is the top source for gathering information on topics of interest with time spent online equal to TV. As an advertiser, it is critical to be present across many digital platforms in order to engage this audience. Online video, search, and social networks build upon each other.
A large majority of boomers watch online video with 84% of boomers reporting YouTube as the preferred site. 1 in 3 Boomer online video viewers spends more time watching online videos than TV.
Social networking sites are used daily by the majority of boomers with Facebook ranking #1 as the most used social network. More than half follow a group or organization on a social platform.
Search is a major driver of both online and oine actions for boomers - 91% have taken action as the result of search. Relevancy, familiarity, and trust are equally important in inuencing which search results are clicked on.
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Along with PCs, boomers are using mobile phones and tablets to access the Internet. 41% use phones with advanced internet capabilities (including smartphones), and 20% use a tablet. Further, multi-screen use is common with 78% of mobile device owners reporting using more than one device at a time.
This audience is involved and/or interested in a variety of US societal causes and government-related issues surrounding healthcare, senior advocacy, and retirement planning. Online media platforms drive strong awareness as well as action via website visitation, content sharing and online advocacy.
Senior living is an important topic to this audience - 68% of boomers actively search for information about senior living options. The internet is the number one source with 43% going online, while 68% think it is important to be able to nd senior living information online.
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Internet is the #1 source used to gather information; time spent online equal to TV Sources used to learn more about a topic of interest
Q1: Approximately how much time do you spend on each of the following activities in an average week? Please select an amount of time for each activity. Q6: We'd like to get a sense of how you typically gather information on topics that interest you or that you want to learn more about. Select all the sources you use to gather information. Base: Boomers (n=3,731)
Time spent online in an average week
Time spent watching TV in an average week
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News & weather most accessed type of information online, followed by shopping and discounts Information accessed online past month
Q5: Which of the following type(s) of information have you accessed online in the past month? Select all that apply. Base: Boomers (n=3,371)
News & Weather
Coupons or discounts
Health & tness
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Majority of boomers watch online video; YouTube is the most used online video website
Online video websites used
6 in 10 Boomers watch online video
Q3: Here is one more list of online activities. Which of these activities do you ever do online? Select all that apply Q13: Which of the following online video websites (e.g., YouTube, Yahoo! Video, Hulu) do you use to watch online videos (including all online content such as videos, shows, movies, etc.)? Select all that apply. Q
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Some Boomer video viewers even watch more online video than television
32% of Boomer online video users spend more time watching online videos than TV
vs. 27% of general pop
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News, humor, TV shows / movies, and music are the most watched types of video Types of video like to watch (top choices)
Q14: Which of the following kinds of online videos (including all online content such as videos, shows, movies, etc.) do you like to watch? Base: Online Video Users, Boomers (n=2,394)
34% 31% 30% 29%
News Humor Full-length movies & TV shows
Music Weather Food & cooking Sports
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Online video viewing prompts action among boomers
93% 3 in 4
of online video watchers have taken action as a result of online video
Forwarded a link or video to someone
Clicked on a link I was interested in
Searched online for more information
Looked for related online videos
Posted a comment on the video
Rated a video
Q17: Have you ever taken any of the following actions as a result of viewing videos (including all online content such as videos, shows, movies, etc.) on online video websites (such as YouTube, Yahoo! Video, Hulu)?
Google Condential and Proprietary 11 11 Q4: How often do you go online using an Internet-enabled device to do the following every day?; Q11: Which of the following social networking sites (like Facebook, Google+, MySpace, etc) do you use or are you currently a member of?
Social networking sites used daily by most boomers; Facebook ranks #1
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Boomers engage in a variety of activities on social networks
Q12: Which of the following do you typically do while on social networking sites (like Facebook, Google+, MySpace, etc)?
Activities done on a social network
57% Follow a group or organization
43% Post and watch videos
27% Support a cause
46% Update my status
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#1 Use a search engine* 82%
#2 Read or write personal email 80%
#3 Look up maps, driving directions, or public transportation information 71%
#4 Shop for products or services 71%
#5 Visit social network sites 64%
Search, followed by email are top online activities for boomers Top 5 activities done online
* Search is the #1 source used to gather info Q2: Which of the following activities do you ever do online? Select all that apply. Q3: Here is one more list of online activities. Which of these activities do you ever do online? Select all that apply.
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Traditional media, family, and friends drive online information search Sources prompting an online search at least weekly
Q7: How often, if ever, do you see or hear about a topic that interests you from the following sources and then search for information online? Select one for each. Base: oating
Spouse/signicant other 59% Television 58% Radio 50% Magazines/newspapers 48% My children 48% Friends 40%
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Like online video, search prompts action
Q10: Which of the following actions, if any, have you taken as a result of using search engines (like Google, Yahoo!, Bing, etc.)? Please select up to three responses. Base: Search Users (n=4,792. Base: Online Video Users (n=5,152)
91% of search users take action as a result of a search
Visited a retailer/store
Talked to others about something I learned from a search
Looked for more information online
Called or contracted a business, store or organization