Jjansen networked consumer_2011

Are consumers really networked? And, if they are, should you care?Jim JansenSenior FellowPew Internet & American Life Project(they are and you should)

Who’s Jim Jansen?Senior Fellow at the Pew Research Center (Pew Internet & American Life Project) - http://www.pewinternet.orgAssociate professor at College of Information Sciences and Technology, The Pennsylvania State University, USAActive 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 advertisingRecent Pew Internet reports focusing on purchasing digital content, income effect on internet usage, online product research.Forthcoming report, the religious and their technologies

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 makersPew Internet & American Life is one project of the CenterAll findings are based on nationally representative telephone surveys …U.S. adults age 18+ or U.S. teens ages 12-17Drawn from dual-frame (landline/cell phone) samples English or English and SpanishStudy how technology is shaping society and individuals

Are consumers really networked?Yes, they are …

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)

Is this important?Yes, it is …

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 populationMany other reasons on why the networked consumer is important. Income is just one example.There is a positive correlation between incomeand …  use of the web, use of the internet,and ownership of electronic devices. The more income =more networked.

Before we look at the details, …Let’s examine the contextin which this is occurring.There are three on-going revolutionsin technologyand access …

#1 Internet and Broadband Revolution10

Check out these usage rates!Probably slow growth for years ahead Has stabilized Pulling downthe average

70% 66% Broadband access at home transformational, internet becomes a central hub for:information

entertainmentChanged the commercial landscape!More importantly, made efficient ecommerce a reality!

#2 Wireless Connectivity Revolution13

Cell phone owners: 85% of adults96%90%Cell phone ownership has outpaced or is on par with internet access for all age groups!85%58%Near 100% marketshare for many age groups

Mobile internet connectors: 57% of adults62%Mobile internet connectivity with: Cell phone – 39%

Laptop, etc. – 87%59%55%Highest among non-white demographicsAlways on!–accessanytime and anywhere!… and at increasingly significant bandwidth (ex. 4G wireless is exponentially faster than a T1 line)

#3 Social Networking Revolution16

Amazing growth in 6 years!48% of American adults use social networking sites. The fastest growing is the 50+ age cohort!

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

The impact on information …Dramatic effects on people’s relationship to information, communication, and commerce

So, what does this mean for networked consumer?This is what we are seeing …

Snapshot of the networked consumer79% of American adults use the internetNearly 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 information92% of smart phone users send or receive text messages

The networked consumer: cell phonesInteresting 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.What’s left?Visual communicationGet/Share informationEntertainmentTransactingMiscellaneous

Take AwaysTechnology and access is changing (has changed) the value, dissemination, and relationshipattributes of informationThe networked consumer is leveraging technology, especially social, to engagewith 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.

Jjansen networked consumer_2011

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