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Engage differentlyData DeckJanuary, 2012To download, click here:http://hengage.com/h_engage_data_deck_january_2012.pptx
IntroductionThere’s an old saying that the plural of anecdote is not data.At H Engage, we believe that being equipped with...
The headlines     Adults are active cell                                         Online behavior has        phone users   ...
83% of adults own a cell phone Relative to other technologies, cell phones are unmatched in their adoption rates          ...
57% of Americans have a feature phone Nielsen projects that by the end of 2011, smartphone users will outnumber feature ph...
Over 50% of 35 to 44 year olds own asmartphone Ownership rates of smartphones have seen double digit growth in all age gro...
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 w...
Text message behaviors vary by age segments All age segments send and receive a significant amount of texts per day, but 1...
Minority and low income Americans text more                                                                               ...
Mobile beyond calling and texting More than 50% of U.S. cell phone users browse the web, download content and access appli...
People love social apps, not health apps Social apps are the most downloaded, while apps that “helped you track or manage ...
Adults average 32 hours per month online Those between the ages of 45-54 spent the most time, averaging almost 40 hours pe...
50% of time online is spent on social andgaming Email continues to fall to third place, or only 13% of time spent online  ...
Facebook is the most popular socialnetwork/blog Facebook accounts for 96% of time spent on the top five social networks an...
Most access social media on their computer Computers are still the predominant way that people access social media; howeve...
In mobile and social, older adults are catchingup Increased utilization of mobile phones and social media is especially pr...
Who you know matters                              Increase in a persons chance of becoming obese if a     57%             ...
Who’s playing social games?  The average social gamer is a 43 year old woman working  full-time                           ...
Appendix           © 2011 – H Engage, Inc. – Proprietary and Confidential   19
Level setting:A look at the age of the U.S. population                                                % U.S. Population by...
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H Engage Data Deck

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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.

vlad@hengage.com

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H Engage Data Deck

  1. 1. Engage differentlyData DeckJanuary, 2012To download, click here:http://hengage.com/h_engage_data_deck_january_2012.pptx
  2. 2. 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 toinfluence change.The January 2012 Data Deck represents our effort to share with the HR communitythe best available research on how people actually use technologies as opposed tohow we think they do.We’ve purposely left this document as a PowerPoint instead of a PDF. Take theslides. Drop them into presentations. And feel free to drop us a note to ask additionalquestions 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 tohengage.com and click on our blog, Under the Node Tree.All the best,Vlad Gyster Co-founder, CEO vlad@hengage.com 617-360-8305 © 2011 – H Engage, Inc. – Proprietary and Confidential 2
  3. 3. The headlines Adults are active cell Online behavior has phone users changed dramatically Cell phones have the highest penetration The average social gamer is a 43 year old of any device – 83% of adults own one woman working full-time Smartphones aren’t yet the majority Email accounts for only 13% 57% still use a feature phone of time spent online Of adults who text, Social networks/blogs 64% text almost every day, and games account for over 50% 86% text at least once a week Twitter may get plenty of attention, Mobile access is increasing rapidly, but 96% of time spent on social especially in older age segments – networks/blogs is spent on Facebook Adults age 55+ who use social media on their phone grew 109% from 2010 to 2011 © 2011 – H Engage, Inc. – Proprietary and Confidential 3
  4. 4. 83% of adults own a cell phone Relative to other technologies, cell phones are unmatched in their adoption rates 83% % of U.S. adults who own 57% 56% 52% 44% 42% 12% 8% Cell phone Desktop Laptop DVR MP3 Game console e-Book reader Tablet computerPew Research Center via H EngageMay 2011 © 2011 – H Engage, Inc. – Proprietary and Confidential 4
  5. 5. 57% of Americans have a feature phone Nielsen projects that by the end of 2011, smartphone users will outnumber feature phones users Cell phone ownership in the U.S. Feature phone Smartphone 57% 43%Nielsen via H EngageQ3 2011 © 2011 – H Engage, Inc. – Proprietary and Confidential
  6. 6. Over 50% of 35 to 44 year olds own asmartphone Ownership rates of smartphones have seen double digit growth in all age groups except 65+ Smartphone penetration by age group Q3 2010 Q3 2011 62% 54% 53% % of mobile users 41% 38% 39% 35% 35% 30% 24% 25% 17% 18% 12% Ages 13-17 Ages 18-24 Ages 25-34 Ages 35-44 Ages 45-54 Ages 55-64 Ages 65+Nielsen via H EngageQ3 2011 © 2011 – H Engage, Inc. – Proprietary and Confidential 6
  7. 7. 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 % of cell phone owners who engage in the following activities on their cell phone Sent text message 68.0% Took photo 52.4% Accessed news and information 39.5% Used browser 36.4% Used application 34.4% Used email 30.5% Accessed weather 25.2% Accessed social networking or blogs 24.7% Played games 23.2% Accessed search 21.4% Captured video 20.2% Accessed maps 17.8% Used instant messenging 17.2% Accessed sports information 15.8% Listened to music 15.7%ComScore via H EngageDecember 2010 © 2011 – H Engage, Inc. – Proprietary and Confidential 7
  8. 8. Text message behaviors vary by age segments 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. % of cell owners that text by age Text volume by age per day 95% 109.5 # of texts sent/received per day 85% 58% 41.8 24% 25.9 14 9.8 4.7 18-29 30-49 50-64 65+ 18-24 25-34 35-44 45-54 55-64 65+Pew Research Center via H EngageMay 2011 © 2011 – H Engage, Inc. – Proprietary and Confidential 8
  9. 9. Minority and low income Americans text more Race/ethnicity Household income 14.9 # of texts sent/received per day # of texts sent/received per day 70.1 13 11.7 11.9 48.9 31.2 Less than $30,000 - $50,000 - $75,000 + White, non-Hispanic Black, non-Hispanic Hispanic $30.000 $49,999 $74,999 Gender Education level 40.9 42 # of texts sent/received per day 69.4 # of texts sent/received per day 53 45.4 23.8 Men Women Less than high High school Some college College + school diplomaPew Research Center via H EngageMay 2011 © 2011 – H Engage, Inc. – Proprietary and Confidential 9
  10. 10. 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 % of U.S. mobile audience using mobile media Did not use Used mobile media mobile media 49.60% 50.40%ComScore via H EngageQ3 2011 © 2011 – H Engage, Inc. – Proprietary and Confidential 10
  11. 11. 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. Types of apps that adults download Provided regular updates on news, weather, sports or stocks 74% Helped you communicate with friends or family 67% Helped you learn about something you were interested in 64%Helped you get more information about a destination you were visiting 53% Helped with work-related tasks 48% Helped you shop or make purchases 46% Allowed you to watch movies or TV shows online 43% Helped you get more information about an event you were attending 35% Helped you track or manage your health 29% 0% 10% 20% 30% 40% 50% 60% 70% 80% % of app downloaders that have downloaded an appPew Research Center via H EngageAugust 2011 © 2011 – H Engage, Inc. – Proprietary and Confidential 11
  12. 12. Adults average 32 hours per month online Those between the ages of 45-54 spent the most time, averaging almost 40 hours per month Average hours spent online per person per month 39.3 37.4 36.5 35.8 33.7 32.2 22.3 12-17 18-24 25-34 35-44 45-54 55-64 65+ComScore via H EngageQ1 2011 © 2011 – H Engage, Inc. – Proprietary and Confidential 12
  13. 13. 50% of time online is spent on social andgaming Email continues to fall to third place, or only 13% of time spent online U.S. monthly time spent on most heavily used Internet sectors (millions of hours) Social networks/blogs 906 Games 407 Email 329 Portals 176 Instant messaging 160 Videos/movies 156 Search 138 Software info 131 Multi-category entertainment 111 Classifieds/auctions 107 0 100 200 300 400 500 600 700 800 900 1000 Hours spent (in millions)Nielsen via H EngageJune 2010 © 2011 – H Engage, Inc. – Proprietary and Confidential 13
  14. 14. Facebook is the most popular socialnetwork/blog Facebook accounts for 96% of time spent on the top five social networks and blogs Time spent on the top social networks and blogs in a month Facebook 53,457,358 Blogger 723,793 Tumblr 623,525 Twitter 565,156 LinkedIn 325,679 - 10,000,000 20,000,000 30,000,000 40,000,000 50,000,000 60,000,000 Total minutes (000s)Nielsen via H EngageMay 2011 © 2011 – H Engage, Inc. – Proprietary and Confidential 14
  15. 15. 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 How we access social media Computer 97% Mobile phone 37% Gaming console 3% iPad 3% Internet-enabled TV 2% E-reader 2% Handheld music 1% player 0% 20% 40% 60% 80% 100% 120% % of social media usersNielsen via H EngageMay 2011 © 2011 – H Engage, Inc. – Proprietary and Confidential 15
  16. 16. In mobile and social, older adults are catchingup Increased utilization of mobile phones and social media is especially pronounced in 55+ age segment Year-over-year mobile Internet growth to social networking sites 109% 68% 61% 16% 13-17 18-34 35-54 55+Nielsen via H EngageMay 2011 © 2011 – H Engage, Inc. – Proprietary and Confidential 16
  17. 17. Who you know matters Increase in a persons chance of becoming obese if a 57% friend became obese. That’s more predictive than if they shared genes associated with obesity. Increase in a person’s chance of becoming happy if a 25% friend who lived within a mile became happy. Increase in a person’s chance of divorce if a friend or 75% 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 17
  18. 18. Who’s playing social games? The average social gamer is a 43 year old woman working full-time Employment status Gender 55% % social gamers 38% 45% % social gamers Male Female 16% 11% 10% 9% 7% Age 26% 4% 1% 1% 1% % social gamers 20% 20% 20% 11% 4% 18-21 22-29 30-39 40-49 50-59 60+Information Solutions Group via H Engage2010 © 2011 – H Engage, Inc. – Proprietary and Confidential 18
  19. 19. Appendix © 2011 – H Engage, Inc. – Proprietary and Confidential 19
  20. 20. Level setting:A look at the age of the U.S. population % U.S. Population by Age 8.0% 7.4% 7.2% 7.1% 7.0% 7.0% 6.7% 6.8% 6.8% 6.5% 6.6% 6.5% 6.5% 6.4% 6.0% 5.4% 5.0% 4.0% 4.0% 3.0% 3.0% 2.4% 1.9% 2.0% 1.2% 1.0% 0.5% 0.1% 0.0% 0.0% Under 5 to 9 10 to 15 to 20 to 25 to 30 to 35 to 40 to 45 to 50 to 55 to 60 to 65 to 70 to 75 to 80 to 85 to 90 to 95 to 100 + 5 years 14 19 24 29 34 39 44 49 54 59 64 69 74 79 84 89 94 99 yearsU.S. Census Bureau via H Engage2010 © 2011 – H Engage, Inc. – Proprietary and Confidential 20

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