I’m the well-known data geek of the iQ team. Give me a compelling statistic that illuminates an opportunity or uncovers an unexpected behavior and I’m off to fact-checking, citing and otherwise collecting. There’s nothing I enjoy banging the digital pulpit about more than statistical probability and the size of a trend/audience/belief. Statistics are one of the few go-to ways to really shake up people’s thinking – they break us out of our focus groups of one, our beliefs in what’s normal, our stagnated assumptions. (Seriously, I could write poetry about numbers).
Here are five game-changing numbers I just started re-saying this week:
- Microsharing makes a major impact. Women talk about brands by name ~92x in the course of a week. And, we’re not just talking about dining out and great shoes – 43% of women (and 29% of men) have at least one conversation per day that includes a healthcare brand. 51% said they would purchase something based on a conversation (Keller Faye/NBC, 2009 and 2010) Read Full Entry
When you ask Millennials to talk about why they use social media or log on to social networks, they tend to reply with a big shrug. To them, they say, social media is like air. What they mean is that social media to them is like television is to digital adopters like me. We grew up with TV so we don’t spend a lot of time deconstructing how to use it or what it means or how to get people to adopt it. It’s infinitely odder for us to hear that one of our friends doesn’t own a TV than that she watches an average of 5 hours of it a day.
Whether it feels totally natural to logon or like a bold act of discovery, we’re all doing a lot of it. So much in fact that our collective media focus is increasing on the little screens on our laps instead of those big plasmas mounted in our living rooms. Forrester’s 2009 North American Technographics reported:
- Consumers spend 34% of their total media time online
- 35% of it watching television
- Those 45 years old or younger, spend significantly more time using the Internet than watching television
- Those under 24 watch almost all of the television they do watch on their laptops (SRGnet, 2009)
This screen shift signals a move to “digital primacy” where consumers are turning first and foremost to digital for entertainment, ideas and connections.
Millions of people have watched at least one of the “Did you know” video online. The latest version from “Shift Happens” focuses on convergence (and includes a whole bunch of shareworthy moments). Read Full Entry
We’re at an interesting point on the curve of brand adoption of social media. Some brands have mature social efforts that they’re looking to take to the next level while many others are just making their first forays. If you’re making the business case for adding social to your marketing mix, here are 10 facts for the first page: Read Full Entry
