Snapshot: A Look at the Latest Research Trends
Snapshot: A Look at the Latest Research Trends
Leading research organization eMarketer regularly tracks consumer trends that impact the work of PR professionals. This month's snapshot of some of their latest research and insights features trends relating to consumers' Internet habits across a variety of demographics.
Hispanics Using High-Speed Internet to Download Media (eMarketer, April 2009)
More than ever before, U.S. Hispanics are flocking to the Web to consume and download media, according to recent studies from Scarborough Research. The findings showed that:
- In 2008, 54% of U.S. Hispanics were online - and nearly 70% of those individuals were accessing the Web through broadband technology.
- This group was 211% more likely than the average U.S. adult Internet user to download digital content. While only one-fourth of the total online population downloads music, nearly one-third of Hispanics do so.
- Hispanic Internet users are between the ages of 18 and 34, live within major urban hubs, such as Miami, New York, and Los Angeles, and are employed with annual household incomes over $50,000.
The Bottom Line: Marketers looking to reach this audience should consider producing easily accessible audio and video clips and other content that can be downloaded and shared. The content could be in either English or Spanish Content should also include a call to action to download and share which could translate into an increase in U.S. Hispanic brand ambassadors.
Senior Citizens on the Web (eMarketer, March 2009)
Growing numbers of older Americans are online, according to recent research from the Pew Internet and American Life Project. The research shows:
- From 2005 to 2008, the largest jump in adoption of the Internet was by individuals 70 and older, with Internet penetration increasing by 19% among those 70 to 74 and 10% for those older than 75. By comparison, during that same time period, Internet usage among those aged 25 to 29 showed no growth.
- People aged 55 and older accounted for one-third of Internet users in late 2008, and they tended to spend more time online than young adults—18 to 24-year-olds spent about half an hour online during each session, while those 55 and older spent approximately 80 minutes on the Web each time they signed on.
- Older Web users are more likely to use the Internet to get health information (70%), visit government web sites (60%), and look for religious information (30%), and just as likely as younger Internet users to send e-mails, search online and make travel reservations.
The Bottom Line: It’s important to remember that the Web is not just a playground for younger audiences. While bright colors, frequently changing content and a lighthearted tone might appeal to those in their 20s and 30s, focusing on substance rather than style can prove more successful when appealing to boomers and senior citizens on the Web.
Canadian Chameleons (eMarketer, March 2009)
While the Web has become a major part of Canadians’ daily lives – with nearly seven in 10 Canadians online – it may be overwhelming them, according to a 2009 survey by MSN Canada and Harris/Decima. The research found:
- Nearly four-fifths of Canadian Internet users spend at least an hour a day online for personal reasons, and nearly one-half spend three or more personal hours online per day,.
- Canada’s average Internet user has seven different online accounts to manage on a day-to-day basis.
- More than one-fourth of Canadian users define themselves as “chameleons” who create different profiles for different audiences, altering their style and approach depending upon the context of the site.
The Bottom Line: Canadians are suffering from virtual multiple personality disorder, and marketers can capitalize by offering tools to help them better manage their varied online accounts. Online properties should consider forming partnerships to address this issue. With less time spent on the day-to-day management of profiles, consumers will have more time to explore other site features.
For more information on these and other trends, e-mail Allison Slotnick, project manager, Ketchum Global Research Network, at allison.slotnick@ketchum.com.
