Consumer new media_fact_sheet_final
- 1. 855 Boylston Street I Boston MA 02166 I www.coneinc.com phone: 617.227.2111 fax: 617.523.3955BUILDING BRAND TRUST SM 2010 CONE CONSUMER NEW MEDIA STUDY FACT SHEET NEW MEDIA About the survey: The 2010 Cone Consumer New Media Study presents the findings of an online survey conducted among a sample of 1,050 adults comprising 505 men and 545 women 18 years of age and older. The margin of error associated with a sample of this size is ± 3%. Dialogue among individuals or groups by way of technology-facilitated channels, such as social networks (e.g., Facebook); blogs; microblogs (e.g., Twitter); online games; mobile devices; photo-, audio- and video-sharing sites (e.g., YouTube, iTunes, Flickr); message boards; etc. Ever (Net) 2 or more times a week Once a week 1-2 times a month A few times a year 87% 59% 60% 69% 34% 30% 6% 9% 9% 5% 8% 9% 6% 8% 12% 0 20 40 60 80 100 2010 2009 2008 Americans are increasingly using new media technology:
- 2. 2010 CONE CONSUMER NEW MEDIA STUDY - Fact Sheet 855 Boylston Street I Boston MA 02166 I www.coneinc.com phone: 617.227.2111 fax: 617.523.3955BUILDING BRAND TRUST SM 2 Websites Email Social Networks Mobile Devices Message Boards Online Games Blogs Photo-, Audio- or Video-Sharing Sites Microblogs Traditional online tools and social networks lead the way, but Americans use a mix of new media sites and tools to interact with companies or brands: 63% 62% 38% 18% 16% 15% 13% 11% 3% 2010 2009 2008 New media users almost universally choose to interact with companies or brands online: 0 20 40 60 80 100 86% 78% 59% 33% 25% 13% 11%12%12% 18%16% 13% 23%25% 21% 14% 22% 41% Ever (Net) 2 or more times a week Once a week 1-2 times a month A few times a year Never
- 3. 2010 CONE CONSUMER NEW MEDIA STUDY - Fact Sheet 855 Boylston Street I Boston MA 02166 I www.coneinc.com phone: 617.227.2111 fax: 617.523.3955BUILDING BRAND TRUST SM 3 New media users follow an average of FIVE companies or brands online (e.g., they “like” on Facebook, “follow” on Twitter, subscribe to an RSS feed): 53% 6% 8% 33% The majority of American new media users are satisfied with their experiences with companies or brands online: 14% 45% 5% 1% 1% Very Satisfied Somewhat Satisfied Somewhat Dissatisfied Very Dissatisfied Don’t Know 1-5 6-9 10+ None
- 4. 2010 CONE CONSUMER NEW MEDIA STUDY - Fact Sheet 855 Boylston Street I Boston MA 02166 I www.coneinc.com phone: 617.227.2111 fax: 617.523.3955BUILDING BRAND TRUST SM 4 Companies and brands can benefit from engaging with new media users: 0 10 20 30 40 50 60 70 80 I am more aware of a company or brand if I can interact with it in a new media environment I am more likely to share information about a company or brand across my own new media channels if I can interact with it in a new media environment I feel a stronger connection with a brand if I can interact with it in a new media environment I feel better served by companies when I can have a conversation with them in a new media environment I am more likely to purchase a company’s or brand’s products or services if I can interact with it in a new media environment If I follow a company or brand on one of its new media channels, I am more likely to follow the company or brand on its other new media channels 63% 62% 61% 60% 59% 59% Offer me incentives (e.g., free products or services, coupons, discounts) Solve my problems/provide product or service information (e.g., customer service) Solicit my feedback on products and services Entertain me (e.g., provide access to premium content) Develop new ways for me to interact with their brands (e.g., widgets, mobile applications, online games, contests) Market to me (e.g., banner ads, targeted ads) When deciding whether to engage with companies or brands via new media, users look for the following types of company/brand interactions: 77% 46% 39% 28% 26% 21% 01020304050607080
- 5. 2010 CONE CONSUMER NEW MEDIA STUDY - Fact Sheet 855 Boylston Street I Boston MA 02166 I www.coneinc.com phone: 617.227.2111 fax: 617.523.3955BUILDING BRAND TRUST SM 5 Social Networks Mobile Devices Message Boards Microblogs When seeking out incentives, users largely turn to companies’ and brands’ social networks: 48% 20% 20% 4% Online Games 12% Photo-, Audio- or Video-Sharing Sites13% Blogs13% The company or brand acted irresponsibly either toward me or its other consumers, and I am no longer a fan of it The company or brand over-communicates with me (e.g., I get too many messages from it, there is too much content to sift through, it sends out spam) The content the company or brand provides is not relevant to me The company or brand doesn’t communicate with or engage me enough (e.g., it doesn’t respond to my comments, the content is seldom refreshed, it doesn’t provide me with incentives, its content is boring) The company or brand censors the content I, or other consumers, post on its new media channels (e.g., it deletes negative wall posts or blog comments) New media users won’t hesitate to stop following companies via new media if they aren’t satisfied with their experiences. Reasons include: 58% 58% 53% 36% 28% About Cone: Cone LLC (www.coneinc.com) is a strategy and communications agency engaged in building brand trust. Cone creates stakeholder loyalty and long-term relationships through the development and execution of Cause Brand- ing, Brand Marketing, Corporate Responsibility, Nonprofit Marketing and Crisis Prevention and Management initiatives. Cone is a part of the Omnicom Group (NYSE: OMC) (www.omnicomgroup.com). 0 10 20 30 40 50 60