Here are all of the posts tagged ‘Nielsen’.
Social Media Dominates Asia Pacific Internet Usage
Nielsen announced its Asia Pacific Social Media Report and found the region has undergone an unprecedented level of growth in the past year. Notably, social media is seen as having a noticeable impact on consumer purchasing decisions:
In Asia Pacific, online product reviews are the third most trusted source of information when making purchase decisions, behind family and friends. This is particularly so for purchases of consumer electronics, cosmetics and cars – products where consumers are most likely to base their purchase decisions on online product reviews.
The report looks at Internet usage across Korean, Japan, Taiwan, Hong Kong, Australia, New Zealand, India, Singapore and China.
Foursquare in talks with Google, MS and Yahoo! about search partnerships
The Telegraph reports that Foursquare is in talks with the three major search engines which could allow people to look up the most popular bar or restaurant in their area in real-time. Dennis Crowley, Foursquare’s co-founder, has said:
Our data generates hugely interesting trends which would enrich search… Twitter helped the world and the search engines know what people are talking about. Foursquare would allow people to search for the types of place people are going to – and where is trending
It’s worth noting that Twitter’s first commercial deals were with Google, Yahoo!, and Microsoft, licensing its real-time feed of information.
Say Hello to the New MySpace Profiles
After reports of falling traffic figures, it looks as though MySpace is trying to change its fortunes by completely redesigning its user profiles. MySpace confirmed that it was demoing a new look and feel to the site, which includes:
- An improved UI and navigation menu
- A Facebook like newsfeed with a user’s recent activity
- Social network integration with other sites like Facebook or Twitter
Facebook will announce 500 million users; announces 150 million on mobile
In anticipation of hitting the half billion user mark, Facebook is planning to mark the occasion with a new consumer marketing initiative called ‘Facebook stories’ in which they hope to celebrate the impact of the social network on their users’ lives.
The announcement is expected any day now, and will sit alongside other large milestones announced last week, such as hitting 141 million unique visitors in the US (comScore). There are also an estimated 150 global mobile users, according to Facebook’s Head of Mobile Products Eric Tseng, who also indicated last week that we can expect to see Facebook’s “Like” buttons in mobile applications soon.
The New York Times notes that with this impressive growth, comes some grim challenges at the social network grapples with how to handle deaths in the system as older users die:
Now, people over 65 are adopting Facebook at a faster pace than any other age group, with 6.5 million signing up in May alone… People over 65, of course, also have the country’s highest mortality rate, so the problem is only going to get worse.
That said, big steps have been made to improve the ease with which ‘ghosts in its machine’ are identified, and profiles can be “memorialised” such that grieving friends can still post messages on those pages as a tribute.
Apple deleting mentions of Consumer Reports’ iPhone 4 piece on forums
Since the iPhone 4’s release last month, Apple has been going through a bit of a rough time with widespread reports of an antenna design flaw that was causing the mobile signal to degrade and calls to be dropped.
Consumer Reports last week released independent findings that confirmed there was a design flaw with the iPhone 4 which caused problems with its reception. This news spread quickly online, but Apple made the questionable decision of “deleting threads about the Consumer Reports article from its support forums”, which deepened the crisis further.
Old Spice social media campaign
Last week Old Spice / Wieden+Kennedy turned a lot of heads with its innovative use of social media for its ‘The Man Your Man Could Smell Like’ campaign. We’ve twice written about the campaign so it needs little summary here – head over to our previous posts to learn more.
Starbucks is the first brand to reach 10 million Facebook fans
Following on the heels of Lady Gaga becoming the first ‘person’ to gather 10 million fans, Starbucks has now become the first brand to collect 10 million fans for its Facebook page. According to Inside Facebook:
The company’s audience of 10 million people around the world has been hard won with marketing, promotions and advertising. Over the years Starbucks has given away free ice cream on Facebook, been recognized by Facebook [for fan page innovation] and was also the most popular brand [on the social network].
Ben & Jerry’s drops email in favour of social media
Ice cream brand Ben & Jerry’s is looking to abandon its current email marketing activity in favour of using social media, such as Facebook and Twitter, to engage with customers on an ongoing basis. The decision was based on the feedback they received from customers who would prefer being contacted via social media. Ben & Jerry’s still plans to send one email update to customers each year, and the company has received “mainly positive feedback on the decision” thus far.
K2 Skis redirects entire company website to Facebook
K2 Skis has made the bold decision to redirect the company’s entire website to its Facebook Fan Page in an effort to boost its fan base. By becoming a Fan of their page, users will be able to see next year’s line up. All Facebook notes that this is the first time they’ve “ever seen a company shut down their corporate site as part of a promotion,” but it doesn’t appear to be driving significant numbers just yet.
BT uses social media to decide ending for TV ad campaign
BT has taken to Facebook in order to have the public decide the ending to their long-running ‘Adam and Jane’ TV ad campaign. Fans of the “Please don’t let Adam and Jane off the BT home hub advert break up…” Facebook group were given a sneak peak of the ad before it aired this weekend, and asked to vote on the ending which will be aired in late August.
The Human Avatar
This just about sums up The Human Avatar campaign for EA’s new game All Points Bulletin (APB). To tie in with the customisation available in the new game, APB decided to take a real person and over the course of several weeks transform them into a real-life avatar that will be released in the game – all to be decided by votes via their website. After selecting the candidate Josh, users then voted on his haircut (cyber punk), piercing (septum) and tattoo (back wings).
A nice stat to end the week on: usage of social networks and blogs now accounts for almost 23% of time spent on the internet in the UK, which is a 159% increase over the last three years, according to Nielsen.
The graphic below shows how the typical UK online hour breaks down.
This week we’re kicking off what we plan to make a semi-regular feature for your Monday afternoons on the We Are Social blog. A quick round up of research, news and case studies that caught our eye over the last week and we thought were worth sharing.
Social Media: The Next Great Gateway for Content Discovery?
New research released from Nielsen suggests that social media is starting to become the primary vehicle for content discovery:
We continue to see that social media has not only changed the way consumers communicate and gather on the Web, but also impacted content discovery and navigation in a big way. But how? …In a nutshell, there is a segment of the online population that uses social media as a core navigation and information discovery tool — roughly 18 percent of users see it as core to finding new information. While still a smaller percentage than those who use search engines or portals like Yahoo! or MSN, it is a significant figure.
‘Socializers’ (i.e. those who spend 10 percent or more of their online time on social media) cite too much information on the web as one of the main reasons why they turn social media in order to hunt for information.
The study found that these socializers actually use social media as a filtration tool, trusting recommendations and content from their friends and family to wade through the sheer volume of information out there.
Marta Strickland asks some interesting questions about the research which are well worth reading.
How should Neal’s Yard Remedies have responded to comments?
PR Week revisited the Neil’s Yard debacle from May, where an explosion of critical comments for the company on the Guardian’s ‘You Ask They Answer’ series were left unanswered when critics began to grill the company on its homeopathic remedy, and not ‘organic skincare’ as they believed.
Is it realistic to expect to be able to put boundaries around online discussion? Should Neal’s Yard have never taken part in the first place?
As Facebook Ages, Gen Y Turns to Twitter
Recent findings from the latest report from the Pew Internet and Internet Life Project demonstrated that the median age of users across several social networks has been changing over the last year:
Today, Twitter is now the second-youngest of the top four social networking sites. Its median age is 31. MySpace’s is 26, LinkedIn is 39, and… Facebook is 33.
Despite past reports to the contrary, Generation Y now also appears to be moving to Twitter in great number. In fact they’ve more than double their numbers: “37% of those 18-24 now use Twitter when only 19% did back in December 2008.”
Twitter – Retweet Limited Rollout
Last week, Twitter announced that they have activated the retweet button on a small number of accounts. Though its long been possible to retweet posts using third party applications such as Tweetdeck, it hasn’t been possible to forward particularly interesting tweets to your followers through the web interface. According to Twitter:
The plan is to see how it goes first with this small release. If it needs more work, then we’ll know right away. If things look good, we’ll proceed with releasing the feature in stages eventually arriving at 100%.
This move is another step by Twitter, who a just over a weeks ago released their ‘Lists’ feature, to improving the web interface in order to make things easier and more efficient for users.
FEED: The 2009 Razorfish Digital Brand Experience Report
Razorfish published their Digital Brand Experience Report today, which surveyed 1,000 ‘connected consumers’ about how the web affected the way they engage with brands and make buying decisions. As you might expect, the research revealed that digital technology is indeed altering consumer attitudes. Some key findings:
- Consumers are largely engaging with brands to receive exclusive promotions or discounts and of those who follow a brand on Twitter, 44% say that access to good deals is the main reason.
- 65% of consumers say a digital experience, either positive or negative, changed their opinion of a brand. And in that group, almost all (97%) indicated their experience influenced whether or not they eventually purchased that brand.
- People who actively engage with a brand digitally–from participating in a contest to downloading a mobile application–are substantially more inclined to purchase and recommend that brand to others.
With all the talk of teenagers’ online habits in the news, we got our most knowledgeable man in to blog on the matter. 17 year old Adam Bernstein is an A-level student currently on work experience with We Are Social, and here are his thoughts.
The trouble is, as another teenager – admittedly a slightly older one – Robson’s arguments do not hold true. There is much value in Robson’s report – it does provide an interesting insight into how one particular teenager consumes media. But there is a danger in taking isolated examples and extrapolating them to be indicative of society.
Robson’s report is supposed to be focussed on the teen market, yet too often he ignores important economic & social factors. For example, the argument that teenagers don’t buy newspapers because they’re too expensive is an interesting one. But this argument is based on one assumption which underscores Robson’s entire report: teenagers are independent of their parents. But this simply isn’t the case – most people I know who do read a newspaper read it because it’s in the house. Teenagers probably wouldn’t pay 80p a day for a newspaper but it’s not an issue because in many cases they don’t have to.
If Robson wanted to know the real reason teenagers don’t read newspapers, it is more about content. Teenagers will consistently have their lifestyle treated with derision in the papers; but how often will a viable alternative be offered? With the continual damning of teens in the papers, it’s no wonder teenagers don’t read them.
But it was Robson’s claims about Twitter which were the most ignorant: “Twitter is pointless to teens” screamed the headlines. It’s true to say that teens (on the whole) don’t use Twitter but his fixation on the costs of texting missed a crucial point: only 5% of Tweets are made via SMS – the success of applications such as Tweetdeck and Twitterfox show how it is really used.
The reality is that teens don’t use Twitter because of demographics: to make a broad – and somewhat unfair – generalisation, teenagers use Facebook, whereas Twitter is used by older people. Essentially, teens follow other teens so it’s inevitable that most of the age-group stays away from Twitter. Twitter’s relevance to the younger market is diminished because many perceive a ‘tweet’ as being the same as a Facebook Status Update – they don’t see the need for both.
Robson’s report is useful for the many truths it does contain: Teenagers doing all they can to avoid advertising is an important point which the ad companies will be trying hard to counteract. But Robson’s suggestion that teenagers are motivated above all by cost is a spurious one: teenage consumption of media probably does have something to do with money; but most teens don’t have a full-time job, many are in full-time education and are supported by their parents – it is they who pay for everything so his argument that costs are the most important thing to teens is wrong.
But, as Suw Charman-Anderson notes, the main problem with Robson’s report is that he thinks his experiences are emblematic of teenagers as a whole. The reality is that there is much greater diversity in the teen market than Robson suggests. Teenagers are an eclectic bunch – and Robson would do well to remember this.
Update: I’ve just come across an interesting report by Forrester about this exact topic (for those interested in US rather than UK data, there’s also a good presentation from the Pew Internet & American Life Project and Nielsen’s recent How Teens Use Media report). Robson’s argument that all teenagers are always listening to music, particularly free online music, is kicked into touch:
With its findings suggesting socio-economic factors are unimportant in how teenagers consume media, Robson’s arguments that costs are the primary factor in deciding what teens do is shown to be false.
But what is most interesting for companies is that teenagers are using social media for the same reasons as the population as a whole. Possibly this means they don’t need tailored advertising; more probably, it means that in time teenagers will drift over to Twitter – Facebook was originally intended for Harvard University students yet is now used worldwide.
Having said all of this, the accuracy of the report does have to be considered – speaking to 261 13-19 year olds and making assumptions that this data covers society as a whole is questionable. But at least it’s more accurate than Robson’s report which was simply the findings of one person.
Nielsen’s latest Global Online Consumer Survey confirms that people trust other people more than they trust advertising. As Jonathan Carson explains on the Nielsen blog:
The explosion in Consumer Generated Media over the last couple of years means consumers’ reliance on word of mouth in the decision-making process, either from people they know or online consumers they don’t, has increased significantly.
It’s not surprising that people trust the opinions of people they already know – it’s why word of mouth marketing is so powerful. But as the graph below shows, the trust in online word of mouth is significant. Globally, 70% of people trust consumer opinions posted online, and the same proportion trust a brand’s own website.
Good news for those who are investing in websites? Well, when you consider the ways that sites often try to drive traffic, you’ll notice these types of activity appear very low down the list.
It’s quite striking that online word of mouth acheives much higher trust than all other online-specifc activity. Opt-in emails (also known as ‘bacn’) are only trusted by just over half of us, and only one third of people trusting online banner advertising – though average click-through rates (0.1% in the US according to Doubleclick) indicate how successful they are at delivering people to their intended destination.
We’ve been building websites that allow consumer opinions to be posted (also known as blogs!) for some of our clients, as well as helping to increase online conversations about them, so we’re pleased to see even more evidence from Nielsen that this is a valuable thing to do.