PowerPoint Presentation · 2,93 1,81 1,76 1,14 0,81 Average device usage per hour/day 27% 37% 21%...
Transcript of PowerPoint Presentation · 2,93 1,81 1,76 1,14 0,81 Average device usage per hour/day 27% 37% 21%...
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49%51%
Male
Female
s1 -- What is your gender? (Base(excluding: prefer not to answer)=1,019);
s2 -- Which year were you born? (Base All respondents=1,019);
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Gender Generation
77%
68%
34%
8%
8%
5%
Laptop/desktop computer
Smartphone
Tablet
Wearable device
IoT Devices
Digital displays
Devices used to engage with content
q1 -- What devices do you currently use most to look at/engage with content (media articles, videos, social media posts, message boards, emails, websites, etc.)?? (Base All respondents=1,019);
q5_a -- Smartphone: Please estimate the total number of hours per day - on average - you spend engaging with content on the devices below. (Base Smartphone users=691);
q5_b -- Laptop/desktop computer: Please estimate the total number of hours per day - on average - you spend engaging with content on the devices below. (Base Laptop/Desktop computer users=784);
q5_c -- Tablet: Please estimate the total number of hours per day - on average - you spend engaging with content on the devices below. (Base Tablet users=348);
q5_d -- Wearable device: Please estimate the total number of hours per day - on average - you spend engaging with content on the devices below. (Base Wearable device users=83);
q5_e -- IoT Devices: Please estimate the total number of hours per day - on average - you spend engaging with content on the devices below. (Base IoT device users=80);
q5_f -- Digital Displays: Please estimate the total number of hours per day - on average - you spend engaging with content on the devices below. (Base Digital display users=47);
3,24
2,93
1,81
1,76
1,14
0,81
Laptop/desktop computer
Smartphone
Tablet
Wearable device
IoT Devices
Digital displays
Average device usage per hour/day
27%
37%
21%
11%
3%
2%
Average device usage per hour/day (For all devices)
0 to less than3 hours
3 to less than6 hours
6 to less than10 hours
10 to less than16 hours
16 to less than20 hours
20 to 24 hours
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17%
35%
26%
13%
9%
Constantly
Frequently
Sometimes
Rarely
Never
More than one device at a time
q2 -- How often do you use more than one device at a time (e.g., watching TV and checking social media on your phone)? (Base All respondents=1,019);
q3r -- How many devices do you typically use at one time? (Base All respondents=1,019);
q4 -- When you think about how you feel while using multiple devices at the same time, which most often best describes your feelings? (Base All respondents=1,019);
Feelings-When using more than
one device at the same time(Net-positive feelings=79%)
(Net-negative feelings=21%)
Feelings when using
more than one device
at the same time
POSITIVE:
Connected 21%
Relaxed 18%
Entertained 14%
Focused 12%
Productive 8%
Happy 7%
NEGATIVE:
Distracted 12%
Unproductive 4%
Bored 3%
Frantic 1%
Ashamed 1%
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25%
67%
6%
1%
0%
0%
1
2
3
4
5
6 or more
Number of devices used at one time
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22%
24%
18%
13%
12%
11%
18%
18%
17%
16%
15%
15%
18%
15%
20%
18%
15%
14%
15%
17%
17%
18%
17%
16%
13%
15%
16%
19%
20%
18%
13%
12%
12%
15%
22%
27%
Wearable device
A home entertainment streaming device
Connected home devices/appliances
Smart speakers/home assistants
Digital displays
Connected car dashboards
Device usage expected the most in the next five years
Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6
q6 -- Of the devices below, which do you expect to use the most in the next five years? (Base All respondents=1,019); Connected car dashboards, Home entertainment streaming devices, Smart speakers/home assistance, Connected home devices/appliances,
Wearable devices, Digital displays
59%
56%
55%
48%
42%
40%
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52%
51%
33%
22%
19%
16%
15%
12%
7%
4%
Checking out the product in a store
The brand's website
Reviews from peers, family, etc.
Social networking sites
Online blogs, forums, news
Video channels
Emails from a brand
The brand's mobile app
Digital displays in a store
Brand's online chat functionality
q7 -- When researching an item to purchase, what resources below do you use most to get information? (Base All respondents=1,019);
q8 -- When purchasing an item, which channels do you use the most? (Base All respondents=1,019);
q9 -- Which channels do you use the most to interact with a brand after you've made a purchase? (Base All respondents=1,019);
44%
40%
24%
18%
13%
13%
9%
8%
7%
6%
A brand's website
In store
Email from a brand
Social networking sites
Over the phone
A brand's mobile app
Online blogs, forums, news
Brand's online chat…
Brand's blog
Video channels
Resources used when researching
an item to purchase
Channels used when
purchasing an item
Channels used to interact
with a brand after purchase
57%
54%
35%
23%
1%
Reviews
Price comparisons orshopper helper sites
Online coupons oroffers
Videos showcasingthe product
Other
Information used on your smartphone to inform purchase
decision
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q10 -- Have you used a smartphone or another connected device (i.e., smartwatch, in-store screen) while in a brick-and-mortar store to inform your purchase decision? (Base All respondents=1,019);
q11 -- What information did you use on your smartphone to inform your purchase decision? (Base Used smartphone/connected device=521);
Used smartphone/connected
device in a brick-and-mortar store
to inform purchase decision
51%
q12 -- When you are viewing content on any device and encountered the below problem, what would you do? (Base All respondents=1,019); Content is not displaying well on the current device, Content is too long, Content takes too long to load, I have trouble
interacting with the content on the device, The content/images won't load
45%
44%
44%
42%
36%
21%
32%
29%
36%
43%
34%
24%
27%
22%
21%
Content is too long
The content/images won't load
Content takes too long to load
I have trouble interacting with the content onthe device (e.g., links and buttons don't
work)
Content not displaying well on current device
Stop all together Switch to a different device Unchanged
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q13 -- When thinking about content, please rank each of the following in terms of importance to you personally? (Base All respondents=1,019); Content that is accurate, Content that is informative, Content that is simple,
Content that is entertaining, Content that I can interact with, Content that is beautifully designed
35%
22%
24%
10%
6%
3%
26%
31%
21%
11%
7%
5%
18%
23%
25%
13%
14%
7%
11%
12%
16%
20%
21%
21%
8%
8%
8%
23%
22%
31%
3%
4%
6%
23%
30%
33%
Content that is accurate
Content that is informative
Content that is simple
Content that is entertaining
Content I can interact with
Content that is beautifullydesigned
Content characteristics - Ranked in terms of importance
Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6
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79%
76%
69%
34%
27%
15%
q14 -- How often do you share content online (e.g., on social media posts, blogs, videos, news, articles, etc.)? (Base All respondents=1,019);
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46%
At least weekly
20%
At least daily
3%
17%
19%
7%
8%
4%
21%
20%
Every hour
Daily
Several times a week
Once a week
Several times a month
Once a month
Occasionally throughoutthe year
I never share contentonline
How often is content shared online
54%
40%
27%
25%
24%
19%
14%
12%
10%
10%
50%
36%
25%
25%
11%
8%
7%
12%
14%
6%
Content from a family member or friend
Content from an online news source
Content from a company whose products youbuy
Content from a traditional broadcast medianetwork
Content from a YouTube or social mediacelebrity
Content from a traditional entertainmentcelebrity
Content from an online blog
Content from an elected government official
Content from an academic
Content from a company whose products youdon't buy
Content types - trusted & shared
q15 -- Which of the following types of content are you most likely to share? (Base Shared content=811);
q16 -- Please indicate which of the following types of content you trust the most, independent of who originally created it. (Base All respondents=1,019);
q16a -- Considering how widespread misinformation and hoaxes are today, how careful you are now - when sharing some information - compared to 5 years ago? (Base All respondents=1,019);
49%
31%
19%
1%
1%
A lot more careful
A little more careful
No changes
A little less careful
A lot less careful
Degree of care when sharing information, compared to 5 years ago
2%19%
79%
Less careful No changes More careful
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q18 -- When you think about content from brands, which of the following is most annoying? (Base All respondents=1,019);
q19 -- Would any of the annoying situations mentioned in the last question prevent you from purchasing a product (e.g., content that isn't relevant, too personalized, not optimized, etc.)? (Base All respondents=1,019);
48%
38%
34%
29%
26%
25%
22%
1%
Content that is too wordy/poorlywritten
Content that isn't relevant to me or mysituation
Content that I've seen before/contentthat is old or stale
Content that's too personalized whereit is creepy
Content that is poorly designed
Content without video or images
Content that isn't optimized for mydevice
Other
Most annoying about content from brands
Too much multimedia, Spelling/grammar
mistakes, Targeted ads, Everything
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75%
Would annoying situations
prevent product purchase?
28%
27%
25%
25%
40%
Demographic information
Behavioral information
Geographic location
Personal information
I'm not comfortable sharing any
Comfortable sharing information with brands to improve the recommendations68%
49%
46%
44%
37%
36%
33%
32%
It displays well on the deviceI'm using
The content layout and imageryis beautiful
I can view it across multipledevices
Receiving content from brandsthat is timely and relevant
The content is personalized toyou as an individual
I can interact with it
The content uses new andinteresting techniques
I can share it with others
Importance of characteristics for generating a positive experience
q17 -- When you think about content from brands, rank how important each of the following is in giving you a positive experience. (Base All respondents=1,019); Receiving content from brands that is timely and relevant
The content layout and imagery is beautiful, The content is personalized to you as an individual, It displays well on the device I’m using, I can view it across multiple devices, I can share it with others, I can interact with it
The content uses new and interesting techniques;
q20 -- Which of the following pieces of information - if any - are you comfortable sharing about yourself to improve the recommendations you see? (Base All respondents=1,019);
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36%
34%
33%
31%
31%
14%
9%
The content gave me anincentive
The content was informative,not promotional
The content was funny and itmade the brand more relatable
The content seemedauthentic/genuine
The content was raisingawareness for a good cause
The content was personalizedto my interests, location, etc.
The content was polished, welldesigned
Main reasons to share content
29%
30%
30%
10%2%
Frequency of content from brands shared online
Constantly
Frequently
Sometimes
Rarely
Never
q21 -- How often do you share content online from brands (on social media posts, blog articles, videos, etc.)? (Base All respondents=1,019);
q22 -- You said you share content from brands. What are the main reasons that motivate you to share? (Base Share content from brands=728);
q23 -- What makes content from brands valuable to you? (Base All respondents=1,019);
47%
34%
33%
30%
17%
13%
3%
It provides me information/tips onusing the product or service
It helps me select betweenproducts/services I'm considering
It makes me aware of aservice/product I wasn't familiar with
It shows me how actual users areusing the product/service
It gives me an additional incentiveto purchase
It reminds me of a purchase I needto make
Other
Why is content from brands valuable
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33%
39%
28%
Importance of the brand content automatically
adjusting based on your current activity/location
Low importance
Mid Importance
High importance
43%
32%
27%
17%
10%
8%
I made a purchase
I haven't taken any actionsin the past year as a result
of brand content
I shared the content with myfamily/friends
I subscribed to an email list
I shared the content with mywork colleagues/peers
I became a brand advocate
Actions taken as a result of valuable content from brands
q24 -- In the past year, what action have you taken the most as a result of content from brands that you found valuable? (Base: All respondents=1,019);
q25 -- How important is it for the brand content you engage with to automatically adjust based on your current activity or location? (Base: All respondents=1,019);
q26 -- What would you most likely do if the content wasn't contextually relevant (i.e., isn't mapped to time, location, activity)? (Base: Mid to high importance=681);
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31%
23%
22%
15%
9%
I'm less likely to make apurchase
I'm less likely torecommend the brand to
others
My loyalty in the brandwould decrease
I'd stop paying attention tothe content I see from the
brand
I'd stop using the brand alltogether
Potential actions if the content is not contextually relevant