are consumers really networked? and, if they are, should you care? jim jansen senior fellow pew...
TRANSCRIPT
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Are consumers really networked? And, if they are, should you care?
Jim JansenSenior Fellow
Pew Internet & American Life Project
(they are and you should)
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Thanks!
Great to be here!
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Who’s Jim Jansen?• Senior Fellow at the Pew Research Center (Pew Internet
& American Life Project) - http://www.pewinternet.org • Associate professor at College of Information Sciences
and Technology, The Pennsylvania State University, USA• Active research and teaching efforts in the web area -
http://ist.psu.edu/faculty_pages/jjansen/ • New book, Understanding Sponsored Search (Cambridge
University Press) … theory of keyword advertising• Recent Pew Internet reports focusing on purchasing
digital content, income effect on internet usage, online product research.
• Forthcoming report, the religious and their technologies
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What is Pew Internet?• Part of the Pew Research Center • A nonpartisan ‘fact tank’ based in
Washington, DC • Provide quality and objective data
to thought leaders and policy makers
• Pew Internet & American Life is one project of the Center
• All findings are based on nationally representative telephone surveys …
– U.S. adults age 18+ or U.S. teens ages 12-17
– Drawn from dual-frame (landline/cell phone) samples
– English or English and Spanish
Study how technology is shaping society and individuals
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Are consumers really networked?
• Yes, they are …
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In fact, ….• 71% of online adults now use video-sharing
sites (e.g., YouTube)• 65% of online adults use social networking
sites (e.g., Facebook, LinkedIn)• 58% of Americans with smart phones use
mobile and social location-based services (e.g., FourSquare)
• the networked consumer is engaged, via technology, with the ‘offline’ world (getting harder to separate offline from online)
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Is this important?
• Yes, it is …
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In fact, ….
• 95% of those earning $75,000 or more a year use the internet at least occasionally, compared with 70% for those earning less than $75,000.
• 88% of those earning $75,000 or more a year conduct online product research compared to 58% for the overall internet population
There is a positive correlation between income and … use of the web, use of the internet, and ownership of electronic devices.
The more income = more networked.
Many other reasons on why the networked
consumer is important. Income is just one
example.
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Before we look at the details, …
• Let’s examine the context in which this is occurring.
• There are three on-going revolutions in technology and access …
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10
#1 Internet and Broadband Revolution
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Has stabilized
Probably slow growth for years ahead
Pulling down the average
Check out these usage rates!
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70% 66%
Broadband access at home transformational, internet becomes a central hub for: • information• communication• entertainment
More importantly, made efficient ecommerce a reality!
Changed the commercial landscape!
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13
#2 Wireless Connectivity Revolution
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Cell phone owners: 85% of adults
Jan-05 Jul-05 Jan-06 Jul-06 Jan-07 Jul-07 Jan-08 Jul-08 Jan-09 Jul-09 Jan-10 Jul-100%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
All adults Ages 18-29 Ages 30-49 Ages 50-64 Age 65+
96% 90% 85%
58%
Cell phone ownership has outpaced or is on par with internet access for all age groups!
Near 100% marketshare for many age groups
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Mobile internet connectors: 57% of adults
Feb-04 Aug-04 Feb-05 Aug-05 Feb-06 Aug-06 Feb-07 Aug-07 Feb-08 Aug-08 Feb-09 Aug-09 Feb-10 Aug-100%
10%
20%
30%
40%
50%
60%
70%
All adults Whites Blacks Hispanics
62% 59% 55%
Mobile internet connectivity with:• Cell phone – 39%• Laptop, etc. – 87%
Always on! –
access anytime and anywhere!
… and at increasingly significant bandwidth (ex. 4G wireless is exponentially faster than a T1 line)
Highest among non-white demographics
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#3 Social Networking Revolution
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48% of American adults use social networking sites. The fastest growing is the 50+ age cohort!
Amazing growth in 6 years!
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And, folks aren’t using just one SNS!
If trends continue, the majority of American adult internet users will have profiles on multiple social network sites.
Currently, a majority of social networking site users already do (52%).
Changing social roles, workforce,
culture, politics, news sources,
community, participation, and commerce
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The impact on information …Industrial Age
Info was:
Scarce
Expensive
Institutionally oriented
Designed for consumption
Information Age
Info is:
Abundant
Cheap
Personally oriented
Designed for participation
Dramatic effects on people’s relationship to
information, communication, and commerce
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So, what does this mean for networked consumer?
This is what we are seeing …
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Snapshot of the networked consumer
• 79% of American adults use the internet• Nearly half of adults (47%) or 59% of
internet users, say they use at least one social network site (92% use Facebook)
• Half of all adult cell owners (51%) use their phone to access information
• 92% of smart phone users send or receive text messages
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The networked consumer: cell phones
What’s left?Interesting tidbit: 82% of American adult cell phones
owners have bumped into another person or an object because they were distracted by talking or texting on their phones.
Visual communication
Get/Share information
EntertainmentTransactingMiscellaneous
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Take Aways• Technology and access is changing (has
changed) the value, dissemination, and relationship attributes of information
• The networked consumer is leveraging technology, especially social, to engage with the physical world.
• Near majorities of American adults are now (or soon will be) networked consumers. For some networked activities and consumer demographic groups, near saturation levels.
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Follow-on Discussion• Happy to chat (either today or contact me) • Email [email protected]• LinkedIn http://www.linkedin.com/in/jjansen• Twitter jimjansen
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• Use of the internet in higher-income households http://www.pewinternet.org/Reports/2010/Better-off-households.aspx
• Online product research http://www.pewinternet.org/Reports/2010/Online-Product-Research.aspx
• Generations and their gadgets http://www.pewinternet.org/Reports/2011/Generations-and-gadgets.aspx
• Adults and cell phone distractions http://
www.pewinternet.org/Reports/2010/Cell-Phone-Distractions/Major-Findings/5-Bumping-into-people-and-objects.aspx
• Generations 2010 http://www.pewinternet.org/Reports/2010/Generations-2010.aspx
Related Reports Available at Pew Internet
Pew Interest uses a ‘freemium’ model. All
reports, surveys, and data are available
and free. Material from 2000 to the present!
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Thanks!(welcome questions!)
Consumers are increasingly networked … and you should care!
Jim JansenSenior Fellow
Pew Internet & American Life Project