- Posts tagged Consumer Attitudes
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Asian American Attitudes Toward The Internet [CHART]
Given US Asians’ high involvement with the internet and with mobile, it is not surprising that they also have taken to the mobile internet in above-average numbers. eMarketer estimated in April that 45.1% will be mobile internet users this year (vs. 38.5% of the general population), and it forecasts a rise to 63.0% in 2016 (vs. 60.5%). Mobile usage of video is one of the attractions, to judge by Nielsen data for Q3 2011. Among mobile subscribers, Asians averaged 5 hours 47 minutes per month watching mobile video, vs. 3 hours 37 minutes for their white counterparts. Read the rest at eMarketer.
Motivations To Pay For Online Video [CHART]
Findings from a March 2012 study conducted by global management consultant company Accenture offered insight into what online video viewers worldwide were willing to open their wallets for: 35% were willing to pay more for higher-quality video content and the same percentage said they would pay more for reduced advertising. Access to premium content—such as new or popular movie releases—was also a draw for 32% of respondents. Read the rest at eMarketer.
Attitudes Toward Paywalls Among Digital Pros [CHART]
Though paywalls scared away over half of all respondents, the data showed just 25% of US digital media professionals developed a negative brand perception after encountering this type of barrier to entry.
That number surely depends on where in the site experience a user encounters a paywall. The vast majority of respondents (90%) expected some free access to content prior to meeting a paywall—most likely because respondents expected to see a critical sampling of a site’s material before deciding if entering the paywall was worth the cost. Read the rest at eMarketer.
Reactions To Paywalls [CHART]
Though just over half of US digital media professionals (52%) said they immediately leave a site after encountering a paywall, a significant portion (42%) took the time to research pricing and make a purchase decision, signifying a solid opportunity for publishers to convert casual visitors into paying customers. Read the rest at eMarketer.
Consumers' Belief In Long-Term Facebook Success [CHART]
Facebook may have 900 million monthly active users and be the darling of social media marketers as it nears its IPO, but that doesn’t mean that the public is convinced the social network is here for the long-term, according to an AP and CNBC poll conducted in May 2012. 46% of respondents said they think the social networking giant will fade away over time as new things come along, compared to 43% who believe it will be successful over the long term. The remaining 11% may be the wisest: they simply don’t know. Interestingly, younger adults are slightly higher than the average to think that Facebook will fade away (51% vs. 46%), although users of the site are far more likely than non-users to believe in its staying power (51% vs. 35%).
Overall, 55% of the respondents report having a Facebook page, with 3 in 10 saying they use the site every day (rising to 55% among younger adults). Read the rest at Marketing Charts.
Telephone Survey Response Rates, 1997-2012 [CHART]
Telephone survey response rates are on a precipitous decline, although telephone surveys that include landlines and cell phones and are weighted to match the demographic composition of the population continue to provide accurate data along most measures, finds the Pew Research Center for the People & the Press in a May 2012 report. Looking at contact rates over time (the percent of households in which an adult was reached), the study shows a drop from 90% in 1997 to just 62% this year. And when factoring in a declining cooperation rate (percent of households contacted that yielded an interview), the report finds the response rate (percent of households sampled that yielded an interview) this year to be just 9%, down from 36% in 1997 and 25% in 2000. Read the rest at Marketing Charts.
Importance Of mCommerce To Mobile Owners, May 2010 & Feb 2012 [TABLE]
Overall, US consumers are steadily embracing the idea of making purchases on their mobile phones. The survey found that the percentage of people who thought it was at least somewhat important to be able to make a purchase on their mobile phone had climbed to 38% in 2012, compared with 30% in 2010. But despite those gains, the vast majority of respondents, 62%, still said it wasn’t important at all for them to be able to make purchases on their mobile phones. Read the rest at eMarketer.
In-Store Benefits Of Mobile Wallets [CHART]
If those issues weren’t hard enough for proponents of mobile wallets to overcome, another problem remains: convincing consumers of the overall utility of the technology. About one-third of respondents said mobile wallets would be a more convenient way to pay, with 28% specifically citing coupons sent straight to the phone as an anticipated benefit and 24% citing faster checkouts as a draw. But fully half of respondents said they saw no benefit to having a mobile wallet. Read the rest at eMarketer.
58% Say Meh About Mobile Wallets [CHART]
According to March 2012 panel-based research by marketing solutions agency Catapult, just one-quarter of US consumers were at least somewhat interested in using a mobile wallet for in-store purchases. In contrast, 58% were uninterested—including 41% who reported a complete lack of interest. Correspondingly, in January 2012, market research firm TNS found that 60% of US mobile phone users were not interested in mobile wallet technology. Read the rest at eMarketer.
Smart Phone Messaging Preferences [CHART]
Despite having the ability to access different over the top (OTT) and instant messaging (IM) services on their devices, SMS is still the clear leader among smartphone owners when it comes to messaging, finds Acision in May 2012 survey results. 91% of the smartphone owners responding to the survey said they actively use SMS, compared to just 55% who use alternatives. The main reasons for preferring SMS were core capabilities, such as speed of delivery (47%), reach (43%), and reliability (38%), while the top reasons for choosing OTT/IM services were content sharing (28%), speed (27%), and the ability to work across devices (25%). Just 4% of smartphone owners said that IM is more reliable and faster than SMS.
According to survey results released in May 2012 by Rebtel, when mobile owners were asked which applications they would most likely use as an alternative to their traditional carrier minutes or data plan services, 34% said they would utilize a text messaging service, with women far more likely than men to indicate this (43.6% vs. 30.6%). 14.1% indicated they would utilize an instant messaging app, with women again more likely to say this (19.2% vs. 14.1%). Read the rest at Marketing Charts.
