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There’s an old saying that the plural of anecdote is not data. At H Engage, we believe that being equipped with the right data is the best way to influence change. The January 2012 Data Deck represents our effort to share with the HR community the best available research on how people actually use technologies as opposed to how we think they do. We’ve purposely left this document as a PowerPoint instead of a PDF. Take the slides. Drop them into presentations. And feel free to drop us a note to ask additional questions and share what you’re hearing from your leaders and clients. Oh and by the way, the best way to continue to keep up to date is to go to hengage.com and click on our blog, Under the Node Tree. [email protected]
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Engage differently
Data DeckJanuary, 2012
To download, click here:
http://hengage.com/h_engage_data_deck_january_2012.pptx
© 2011 – H Engage, Inc. – Proprietary and Confidential
All the best,
Vlad Gyster
IntroductionThere’s an old saying that the plural of anecdote is not data.
At H Engage, we believe that being equipped with the right data is the best way to influence change.
The January 2012 Data Deck represents our effort to share with the HR community the best available research on how people actually use technologies as opposed to how we think they do.
We’ve purposely left this document as a PowerPoint instead of a PDF. Take the slides. Drop them into presentations. And feel free to drop us a note to ask additional questions and share what you’re hearing from your leaders and clients.
Oh and by the way, the best way to continue to keep up to date is to go to hengage.com and click on our blog, Under the Node Tree.
2
Co-founder, [email protected]
© 2011 – H Engage, Inc. – Proprietary and Confidential
The headlines
3
Adults are active cell phone users
Online behavior has changed dramatically
Cell phones have the highest penetration of any device – 83% of adults own one
Smartphones aren’t yet the majority 57% still use a feature phone
Of adults who text, 64% text almost every day,
86% text at least once a week
Mobile access is increasing rapidly, especially in older age segments –
Adults age 55+ who use social media on their phone grew 109% from 2010 to
2011
The average social gamer is a 43 year old woman working full-time
Email accounts for only 13% of time spent online
Social networks/blogsand games account for over 50%
Twitter may get plenty of attention, but 96% of time spent on social
networks/blogs is spent on Facebook
© 2011 – H Engage, Inc. – Proprietary and Confidential
83% of adults own a cell phone
Relative to other technologies, cell phones are unmatched in their adoption rates
4
Pew Research Center via H EngageMay 2011
Cell phone Desktop Laptop DVR MP3 Game console e-Book reader Tablet computer
83%
57% 56%52%
44% 42%
12%8%
% of U.S. adults who own
© 2011 – H Engage, Inc. – Proprietary and Confidential
57% of Americans have a feature phone
Nielsen projects that by the end of 2011, smartphone users will outnumber feature phones users
Nielsen via H EngageQ3 2011
Smartphone43%
Feature phone57%
Cell phone ownership in the U.S.
© 2011 – H Engage, Inc. – Proprietary and Confidential
Over 50% of 35 to 44 year olds own a smartphone
Ownership rates of smartphones have seen double digit growth in all age groups except 65+
6
Ages 13-17 Ages 18-24 Ages 25-34 Ages 35-44 Ages 45-54 Ages 55-64 Ages 65+
24%
35%
41%
35%
25%
17%
12%
38%
54%
62%
53%
39%
30%
18%
Smartphone penetration by age groupQ3 2010 Q3 2011
% o
f m
ob
ile
use
rs
Nielsen via H EngageQ3 2011
© 2011 – H Engage, Inc. – Proprietary and Confidential
Almost 7 out of 10 adults text
Of adults who text, 64% send a text almost every day, and 86% send a text at least once a week
7
ComScore via H EngageDecember 2010
Sent text message
Took photo
Accessed news and information
Used browser
Used application
Used email
Accessed weather
Accessed social networking or blogs
Played games
Accessed search
Captured video
Accessed maps
Used instant messenging
Accessed sports information
Listened to music
68.0%
52.4%
39.5%
36.4%
34.4%
30.5%
25.2%
24.7%
23.2%
21.4%
20.2%
17.8%
17.2%
15.8%
15.7%
% of cell phone owners who engage in the following activities on their cell phone
© 2011 – H Engage, Inc. – Proprietary and Confidential
Text message behaviors vary by age segments
8Pew Research Center via H EngageMay 2011
18-24 25-34 35-44 45-54 55-64 65+
109.5
41.8
25.9
149.8
4.7
Text volume by age per day
# o
f te
xts
sen
t/re
ceiv
ed p
er d
ay
18-29 30-49 50-64 65+
95%
85%
58%
24%
% of cell owners that text by age
All age segments send and receive a significant amount of texts per day, but 18-24 years olds are particularly active, likely due to relatively lower utilization of other communication mediums, like email and voice calls.
© 2011 – H Engage, Inc. – Proprietary and Confidential
Men Women
40.9 42
Gender
# o
f te
xts
sen
t/re
ceiv
ed p
er d
ay
Minority and low income Americans text more
9Pew Research Center via H EngageMay 2011
White, non-Hispanic Black, non-Hispanic Hispanic
31.2
70.1
48.9
Race/ethnicity
# o
f te
xts
sen
t/re
ceiv
ed p
er d
ay
Less than $30.000
$30,000 - $49,999
$50,000 - $74,999
$75,000 +
14.9
1311.7 11.9
Household income
# o
f te
xts
sen
t/re
ceiv
ed p
er d
ay
Less than high school
High school diploma
Some college College +
69.4
45.453
23.8
Education level
# o
f te
xts
sen
t/re
ceiv
ed p
er d
ay
© 2011 – H Engage, Inc. – Proprietary and Confidential
Mobile beyond calling and texting
More than 50% of U.S. cell phone users browse the web, download content and access applications on their phone – a 19% increase from 2010 to 2011
10
Used mobile media50.40%Did not use mobile media49.60%
% of U.S. mobile audience using mobile media
ComScore via H EngageQ3 2011
© 2011 – H Engage, Inc. – Proprietary and Confidential
People love social apps, not health apps
Social apps are the most downloaded, while apps that “helped you track or manage your health” are the least popular.
11
Provided regular updates on news, weather, sports or stocks
Helped you communicate with friends or family
Helped you learn about something you were interested in
Helped you get more information about a destination you were visiting
Helped with work-related tasks
Helped you shop or make purchases
Allowed you to watch movies or TV shows online
Helped you get more information about an event you were attending
Helped you track or manage your health
0% 10% 20% 30% 40% 50% 60% 70% 80%
74%
67%
64%
53%
48%
46%
43%
35%
29%
Types of apps that adults download
% of app downloaders that have downloaded an app
Pew Research Center via H EngageAugust 2011
© 2011 – H Engage, Inc. – Proprietary and Confidential
Adults average 32 hours per month online
12
Those between the ages of 45-54 spent the most time, averaging almost 40 hours per month
ComScore via H EngageQ1 2011
12-17 18-24 25-34 35-44 45-54 55-64 65+
22.3
32.2
35.837.4
39.3
36.5
33.7
Average hours spent online per person per month
© 2011 – H Engage, Inc. – Proprietary and Confidential
50% of time online is spent on social and gaming
Email continues to fall to third place, or only 13% of time spent online
13Nielsen via H EngageJune 2010
Social networks/blogs
Games
Portals
Instant messaging
Videos/movies
Search
Software info
Multi-category entertainment
Classifieds/auctions
0 100 200 300 400 500 600 700 800 900 1000
906
407
329
176
160
156
138
131
111
107
U.S. monthly time spent on most heavily used Internet sectors (millions of hours)
Hours spent (in millions)
© 2011 – H Engage, Inc. – Proprietary and Confidential
Facebook is the most popular social network/blog
Facebook accounts for 96% of time spent on the top five social networks and blogs
14
Nielsen via H EngageMay 2011
Blogger
Tumblr
- 10,000,000 20,000,000 30,000,000 40,000,000 50,000,000 60,000,000
53,457,358
723,793
623,525
565,156
325,679
Time spent on the top social networks and blogs in a month
Total minutes (000s)
© 2011 – H Engage, Inc. – Proprietary and Confidential
Most access social media on their computer
Computers are still the predominant way that people access social media; however, almost 2 in 5 Americans use their mobile phone
15
Nielsen via H EngageMay 2011
Computer
Mobile phone
Gaming console
iPad
Internet-enabled TV
E-reader
Handheld music player
0% 20% 40% 60% 80% 100% 120%
97%
37%
3%
3%
2%
2%
1%
How we access social media
% of social media users
© 2011 – H Engage, Inc. – Proprietary and Confidential
In mobile and social, older adults are catching up
Increased utilization of mobile phones and social media is especially pronounced in 55+ age segment
16
13-17 18-34 35-54 55+
16%
61%68%
109%
Year-over-year mobile Internet growth to social networking sites
Nielsen via H EngageMay 2011
© 2011 – H Engage, Inc. – Proprietary and Confidential
Who you know matters
17
57%Increase in a person's chance of becoming obese if a friend became obese. That’s more predictive than if they shared genes associated with obesity.
25% Increase in a person’s chance of becoming happy if a friend who lived within a mile became happy.
75%Increase in a person’s chance of divorce if a friend or colleague divorced. The size of the effect was measurable at two degrees of separation (friend of a friend), at 33%.
Research by Nicholas Christakis
© 2011 – H Engage, Inc. – Proprietary and Confidential
Who’s playing social games?
18
The average social gamer is a 43 year old woman working full-time
Male Female
45%
55%
Gender
% s
oci
al g
amer
s
18-21 22-29 30-39 40-49 50-59 60+
4%
11%
20% 20%
26%
20%
Age
% s
oci
al g
amer
s
Wor
k fu
ll-tim
e
Retire
d
Homem
aker
Wor
k pa
rt-tim
e
Not c
urre
ntly
emplo
yed
Self-e
mplo
yed
Stude
nt -
unde
rgra
duat
e
Wor
k fu
ll-tim
e fro
m h
ome
Wor
k pa
rt-tim
e fro
m h
ome
Stude
nt -
grad
uate
/pos
t
38%
16%
11%9% 10%
7%
4%
1% 1% 1%
Employment status
% s
oci
al g
amer
s
Information Solutions Group via H Engage2010
© 2011 – H Engage, Inc. – Proprietary and Confidential
Appendix
19
© 2011 – H Engage, Inc. – Proprietary and Confidential
Level setting:A look at the age of the U.S. population
20
Under 5
years
5 to 9 years
10 to 14
15 to 19
20 to 24
25 to 29
30 to 34
35 to 39
40 to 44
45 to 49
50 to 54
55 to 59
60 to 64
65 to 69
70 to 74
75 to 79
80 to 84
85 to 89
90 to 94
95 to 99
100 +0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
6.5% 6.6% 6.7%
7.1% 7.0% 6.8%6.5% 6.5%
6.8%
7.4% 7.2%
6.4%
5.4%
4.0%
3.0%
2.4%
1.9%
1.2%
0.5%0.1% 0.0%
% U.S. Population by Age
U.S. Census Bureau via H Engage2010
