Tag Archives: U.S.

Social Responsiveness: Norway Takes the Gold, U.S. Companies Are…Last

Companies in Norway respond to 87% of all customer questions posted to brand Facebook pages, taking the gold in the “socially devoted” rankings based on data collected by social media measurement firm Socialbakers.  Silver goes to Poland — Polish companies respond to 50% of customer inquiries, followed closely by Turkish companies, who respond to 47% of all inquiries.

Companies in the UK, Italy, Australia, France, Colombia and Indonesia all have response rates in the low- to mid-40’s.

And guess who’s in last place?  According to the data, companies in the U.S., which has the largest number of Facebook users, respond to only 22% of all customer inquiries — a shockingly low number.  What gives?

Here’s the full chart from Socialbakers:

6% of US Web Traffic Comes From Non-Computer Devices

Recent data from comScore measured the sources of web traffic in 13 countries, with computers (not surprisingly) well in the lead – they account for at least 93% of web traffic among these countries. The U.S. had the most traffic coming from non-computer devices (including mobile phones, tablets, etc) with 6.2%,  and was followed very closely by Singapore (5.9%), then the U.K. (5.3%), Japan (4.6%), and Australia (4.3%).

The non-computer device of choice varied among the countries surveyed, with U.S. showing the highest amount of web traffic from mobile phones (4.2%) and Singapore showing the highest traffic from tablets (1.6%).  The iPhone accounted for 50% or more of non-computer device web traffic in both Australia and Singapore.

comScore reports that “One of the most rapidly emerging digital traffic trends occurring across many countries is the impact of the Apple iPad and other tablets.” Some iPad stats:

  • the iPad contributes more than 89% of tablet traffic across all 13 countries
  • the iPad accounts for 33.5% of non-computer device traffic in Canada
  • Brazil has the second highest non-computer device share of traffic coming from the iPad at 31.8%
  • the iPad accounts for 26.2% of non-computer device traffic in Singapore (a significant market, since non-computer devices comprise nearly 6% of total traffic there)

According to comScore, this data provides “the world’s first glimpse into the share of traffic coming from various devices by device type and connection type.”

See the full press release here.

Israelis and Russians Spend Twice as Much Time on Social Networks as US Users

In what countries are people spending the most time on social networks?  Recently published data by comScore ranks the countries with the highest amount of hours each visitor spent on social networking sites during April 2011.

Israel ranks highest with nearly 11 hours per month, and Russia comes in close behind with over 10 hours of social networking per visitor in April 2011.  The U.S. is #13 on the list, with the average visitor spending only half as much time on social networks as those in Israel or Russia.

Majority of Mobile Users Take Pics With Their Phone

The majority of mobile users snap pictures with their phone, according to recent data from comScore.  Here’s the breakdown across markets:

  • mobile users in Spain take the most pics –  63% took photos during March 2011
  • 62% of mobile users in Japan took pics via mobile device
  • 57% did so in Italy, the UK and France
  • 54% took photos via mobile in the U.S.

Now the question is, how many of these photos are also being shared via mobile device, and how many posted to social media sites?  Will photo sharing apps continue to multiply as the mobile phone becomes the go-to ‘camera’ for many users?

Warning:  if you do post your mobile photos online, pause for a moment and think about whether you really want other people to see them.

63% of 18-34 Year-Olds Willing to Use Mobile Phones For Purchasing

Do you ‘feel more naked without a phone than without a wallet?’ According to a recent survey by MasterCard, 65% of 18-34 year-olds do, vs. only 34% of those 35 and older.  However, as NFC payments – already fairly mainstream in Japan – continue to gain popularity, cell phones and wallets may soon be synonymous.  According to The Heart of Commerce blog, “2011 is the beginning of the NFC [near field communication] mobile payments era and consumers are eager to pay with their mobile phones at stores, stadiums, restaurants and etc.”

Mastercard surveyed US consumers regarding their readiness to make payments with their mobile phones, and found that Americans, especially those 18-34, are receptive to the technology as long as security concerns are addressed.

  • 63% of 18-34 year olds would be at ease using mobile phones to make purchases vs. only 37% of those age 35 or older
  • 65% of consumers ages 18-34 feel more naked without their phones than their wallets, as opposed to just 34% of those in the 35 and older group
  • 54% of respondents think that someone’s phone is ‘more telling of their personality’ than their wallet
  • More men than women (51% vs. 40%) who have a mobile phone would be at ease using it to make purchases
  • More men than women (49% vs. 45%) would be impressed by someone who paid a bill with a mobile application than with a credit card.
  • Half (50%) of women feel more exposed without their mobile phone than without their wallets, vs. only 36% of men
  • 45% of women (vs. 34 percent of men) would rather have their phones than their wallets surgically attached so they’d always remember them when leaving the home
  • Nearly 62% of respondents said they need confirmation that their personal information is safe in order to be comfortable making a transaction – showing that trust and privacy are significant considerations when choosing payment options

MobileCrunch summarizes:  “Clearly, we have become a society that is completely and utterly dependent on our mobile phones, but that dependency still can’t quiet concerns for personal safety and security.”

Will these concerns be addressed, and will NFC payments become standard in the U.S.?

U.S. Mobile Barcode Use Grows 630% Year-Over-Year

We reported a month ago that 70% of smartphone users are interested in using QR codes, according to a survey from MGH.  New data from 3GVision reveals that mobile barcode use worldwide is “on a path of exponential growth” with a 62% growth rate from Q4 2010 to Q1 2011.

Barcode usage in the U.S. grew 182% from Q4 of 2010 to Q1 of 2011, and grew 630% year-over-year.

The top 5 countries for growth in mobile barcode use are the US, the UK, the Netherlands, Spain and Canada.

According to 3GVision, Q1 of 2011 also saw the adoption of QR codes by highly visible brands including Heineken, SKY Network, Pizza Express, Grazia Magazine, and Gamma DIY shops in the UK and the Netherlands.

Will QR codes become as “ubiquitous” in these newer markets as they are in Japan, where the concept originated?

Indonesia is Facebook’s 2nd Largest Market with 35 Million Users

The U.S. is easily in the lead with 152.2 million Facebook users, but Indonesia is ranked 2nd with 35.2 million users, and “more than half of the country’s online population participates on social networking sites” as reported by eMarketer.  See the chart for the list of top ten countries ranked by the number of Facebook members (data from CheckFacebook.com).

eMarketer notes that users in Indonesia tend to use mobile to connect to social networks (as in other lower-income markets), and as a result, marketers must direct their efforts to mobile.  Not surprisingly, location-based services like Foursquare and Indonesia’s own Yahoo!Koprol are growing quickly.

US Consumers Watching Mobile Video Increases 40% Year Over Year

A recent Nielsen report indicates that the number of US consumers watching mobile video increased 40% year over year in Q3 and Q4 2010, bringing total US mobile video viewers to nearly 25 million by the end of 2010.

eMarketer compiles data from the Nielsen report and a survey from QuickPlay Media to reveal some interesting mobile video stats:

  • Viewers 13 and up watched mobile video for an average of 4 hours, 20 minutes per month during the second half of 2010 (up from 3 hours, 21 minutes in 2009)
  • More than half of mobile video viewers surveyed had been using the medium for less than one year
  • 77% of those surveyed were watching more mobile TV and video now than a year earlier
  • Viewers were 9 percentage points more likely to say they were weekly mobile video viewers (vs. last year)
  • Viewers were 10 percentage points more likely to say they watch daily (vs. last year)

See the eMarketer article for more details.

Facebook Will Reach 57% of U.S. Internet Users in 2011

eMarketer reports current statistics and growth rate projections for Facebook and Twitter in the U.S.  At the end of 2010, more than half of US internet users logged onto Facebook at least once per month, and eMarketer predicts:

  • 132.5 million US web users will use Facebook in 2011, an increase of 13.4%
  • Facebook will reach almost 9 in 10 social network users
  • Facebook will reach 57.1% of U.S. internet users
  • By 2013, 62% of web users and almost half (47.6%) of the overall US population will be on Facebook
  • Facebook’s ‘once-dramatic’ growth rates are over; user growth will be in single digits after this year

16.4 million US adults (9% of the adult internet population) were using Twitter at the end of 2010, and eMarketer forecasts that:

  • Twitter’s growth rates in 2011 will be higher than those for Facebook
  • Twitter will reach 16.5% of US adult social network users in 2011, a growth rate of over 26%
  • Twitter will reach 11% of US internet users in 2011
  • By 2013, nearly 28 million Americans will be tweeting*

The estimates for Facebook are based on survey data and visitor statistics from over a dozen sources, and include US users accessing their Facebook account at least once a month from any internet-enabled device.  eMarketer’s Twitter estimates are based on individuals ages 18 and older who access their Twitter account at least monthly via any device, including access to third-party apps as well as to Twitter.com.

*eMarketer revised an earlier prediction for Twitter’s growth (made in April 2010) to show more moderate growth rates, based on data from several surveys.


Brands be Warned: 94% of Users Age 12-17 Don’t Want To Be Your Friend on Facebook

A new report from Forrester Research analyzes the digital behavior of young consumers and their relationships with brands via social media.  For those who are focused on getting more young consumers to click the ‘Like’ button, AdWeek breaks the ‘bad news’ to brands:  “Young people don’t want to be friends with you.”

While almost three-quarters of 12- to 17-year-olds are on Facebook, only 6% of this demographic using the web want to be friends with a brand on Facebook. According to Forrester, “Almost half of 12- to 17-year-olds don’t think brands should have a presence using social tools at all.”

Double that amount (12%) of online 18-24 year-olds are willing to befriend brands, but that still means 88% don’t want to be friends with brands on Facebook.

How important is the 12- to 17-year-old demographic?

  • 32% go on the Internet about once a day
  • Almost half are online multiple times a day, the most of any age bracket
  • Close to three-quarters of 12- to 17-year-olds have an account on Facebook
  • 66% report that they update their status at least weekly
  • 17% read posts on Twitter (up four percentage points from 2009); Forrester attributes this rise to the popularity of celebrity tweeters
  • At 67%, they are more likely than any age group to be ‘Conversationalists’ – regularly sharing updates on sites such as Facebook and Twitter

What do 12- to 17-year-olds expect from companies on social media?

  • Only 16% of young consumers expect brands to interact with them via social media
  • More than half are using social networks to stay in touch with friends (not with brands) – Forrester likens putting up a Facebook page for your brand to ‘trying to force yourself into their social circles’
  • Only one-quarter trust social networking sites, ranking 2nd to last in terms of the outlets that they trust

So how can brands reach this demographic through social channels, without relying on the ‘like’ button?

  • 28% expect brands to listen to what they say on social sites and get back to them; brands can earn trust by responding whenever young consumers have a question, concern, or problem
  • 74% percent of 12- to 17-year-olds tell friends about products that interest them – if that conversation is online, it’s usually on a social network
  • 12- to 17-year-olds shared their reviews about a product or service on Twitter and Facebook more than twice as many times as they posted on an online site with ratings and reviews – brands can listen and respond to what they’re already saying
  • 64% of 12- to 17-year-olds express their opinions about music, more than any other age group, presenting an opportunity for brands to collaborate with artists and find a more ‘authentic’ way to enter the social conversation with younger consumers
  • More than half of 12- to 17-year-olds talk about video games, and more than 1 in 5 play games on social networking sites – brands can look to creatively integrate advertising into games or the conversation around them.

To arrive at these conclusions, Forrester surveyed 4,681 Americans aged 12-17 on the Web in September of last year.  Read the full report from Forrester here: Understanding The Intricate Digital Behaviors Of Young Consumers