Trends in Consumer Habits by Augustine Fou
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Dr. Augustine Fou analyzes digital user trends in a November 2012 presentation. Some key trends include users watching content online instead of traditional TV, going to different sites like Facebook for content instead of portals, and sharing more information through social networks. Users also search more frequently using services like Google, type longer search queries, and use mobile devices and multitask more. Users look for context around recommendations and trust peers over advertising. The presentation concludes that advertisers need to provide more context rather than rely solely on ads to earn user trust as people become more savvy digital users.
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Trends in Consumer Habits by Augustine Fou
- 1. Digital User Trends Dr. Augustine Fou http://www.linkedin.com/in/augustinefou November 26, 2012. November 26, 2012 1
- 2. Users watch what they want Broadcast Cable Online Video mass audience niche audience individuals ‟80s-‟98 ‟99-‟12 ‟05-pres November 15, 2012 2
- 3. Users go where they want … Content Portals Major Blogs Facebook Twitter audience size November 15, 2012 3
- 4. Users share more online … HTML Coding Blogs Social Networks <!DOCTYPE html> <html> <body> <h1>My First Heading</h1> <p>My first paragraph.</p> </body> </html> only developers writers/individuals everyone „90s 2000s ‟05-pres November 15, 2012 4
- 5. Users search more often Users rely on search even Google reports more than 3 more frequently. billion searches per day Source: Pew Internet March 2012 Source: Business Insider 2012 November 26, 2012 5
- 6. Users search more savvy Long tail terms imply users • Users are searching longer terms type longer phrases to get • Average query word count is more accurate search results. greater than 4 words, in 2012 Source: Optify 2012 Source: Chitika, Jan 2012 November 26, 2012 6
- 7. Users use more mobile… November 26, 2012 7
- 8. Users multitask more… Source: Nielsen-Cross-Platform-Report-Q2-2012 November 26, 2012 8
- 9. Users look for context … 378 reviews # of shares November 26, 2012 9
- 10. Users trust peers most … 92% trust “recommendations from people I know” 47% trust “ads on TV” Source: Nielsen, April 2012 33% trust “online banner ads” 29% trust “text ads on mobile phones” November 26, 2012 … and ads the least. 10
- 11. So What? “Users are getting more savvy and are empowered with more tools and information. Advertisers need to provide more information and context to earn their trust, rather than rely on more shouting via ads.” - Dr. Augustine Fou November 26, 2012 11
- 12. Dr. Augustine Fou – Chief Digital Strategist “I help clients leverage digital tools and techniques to create sustainable competitive advantage.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT '95) AT AGE 23 ClickZ Articles: http://www.clickz.com/author/1151/augustine-fou Slideshares: http://www.slideshare.net/augustinefou LinkedIn: http://www.linkedin.com/in/augustinefou November 26, 2012 acfou@mktsci.com 12