april 2013: google/ipsos data breakdown - boomers

Download APRIL 2013: Google/Ipsos Data Breakdown - Boomers

Post on 20-Oct-2014

1.036 views

Category:

Technology

0 download

Embed Size (px)

DESCRIPTION

 

TRANSCRIPT

Boomers Study_GoogleIpsos April 2013.pptx

Google Condential and Proprietary 1 1

2013 Boomers Research Summary Google/Ipsos MediaCT U.S., March 2013

Google Condential and Proprietary 2 2

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

Google Condential and Proprietary 3 3

Key Findings

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.

1

2

3

4

Google Condential and Proprietary 4 4

Key Findings

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.

5

6

7

Google Condential and Proprietary 5 5

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)

15hrs

Time spent online in an average week

15hrs

Time spent watching TV in an average week

Direct Mail

Radio

Brochures

Magazines/Newspapers

Television

Internet

64%

51%

35%

34%

31%

84%

Google Condential and Proprietary 6 6

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)

67% 59%

46%

47%

46%

41%

37%

41%

36%

36%

31%

30%

29%

28%

28%

News & Weather

Shopping

Coupons or discounts

Gaming

Food Information

Medical

Finance

Entertainment

Restaurant information

Navigational

Travel

Sports

Government

Health & tness

Technology

Google Condential and Proprietary 7 7

45%

26%

26%

20%

15%

9%

5%

YouTube

Facebook

Netix

Hulu

Yahoo! Video

MSN

AOL

MySpace

Majority of boomers watch online video; YouTube is the most used online video website

Online video websites used

84%

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

Google Condential and Proprietary 8 8

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

Google Condential and Proprietary 9 9

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%

21% 19%

16%

News Humor Full-length movies & TV shows

Music Weather Food & cooking Sports

Google Condential and Proprietary 10 10

Online video viewing prompts action among boomers

93% 3 in 4

47%

39%

38%

32%

25%

19%

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

27%

25%

25%

16%

11%

13%

3%

2%

2%

3%

Google+

LinkedIn

Twitter

Classmates.com

Pinterest

MySpace

Tumblr

Foursquare

Reddit

Other

97%

71%

Boomers (n=1,832)

Google Condential and Proprietary 12 12

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

Google Condential and Proprietary 13 13

#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.

@

Google Condential and Proprietary 14 14

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%

Google Condential and Proprietary 15 15

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

57%

49%

38%

37%

32%

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

T