Showing posts with label research. Show all posts
Showing posts with label research. Show all posts

Nov 27, 2010

When your Relationship Will End

Have you ever wondered when people break up? Look at the graph below.

I watched a TED talk the other day from David McCandless called “The beauty of data visualizations“. It was quite amazing and included lots of different datasets. One of them was about Facebook and breakups. David and his team scanned over 10 000 status-updates and set out to learn more about when people broke up. This is what they learned:
  • A big peak right before Spring Break
  • Most breakups are announced on Mondays
  • People like to start the summer being single
  • A big peak right before Christmas
  • The lowest day throughout the whole year is Christmas Day (thank God)
I never stop being amazed about how much Facebook can actually teach us about human behavior. When everything is being digitalized and searchable, some really interesting stuff appears

How to Influence Teen Girls Online

Peers are their most influential source for new trends


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Teen girls spend a significant amount of their media time online. While texting and listening to music take up a bit more time each day, according to July 2010 research from Varsity, nearly a quarter of girls ages 13 to 18 spend at least 3 hours a day online, and another 37% are on the web for an hour or two daily.
And what teen girls are doing online is no surprise: 61% reported going to Facebook multiple times a day. About a third of respondents said they socialized with friends online for at least an hour every day.
Friends and peers are an important part of teen girls’ experience, and the study found they were the first place respondents turned for advice about buying apparel. Friends were the top source of new trend information and also the most influential when it came to making purchase decisions, making the social aspect of shopping key for this demographic.

Sources of Trend Information and Sources that Are Very Influential in Buying Clothing/Footwear According US Female Teen Internet Users, July 2010 (% of respondents)


Teen girls also reported they gave advice about a variety of products to friends and family members, with at least two-thirds recommending they buy apparel, books, entertainment items and makeup.

Products that US Female Teen Internet Users Have Recommended to a Friend or Family Member, July 2010 (% of respondents)


With teen girls getting and giving advice at high rates, and wielding large influence over their peer groups, marketers must gain the trust of young people to act as brand advocates on their behalf—especially on social sites, where girls are spending so much of their time.
This could mean finding girls who already have a strong online presence, such as those who post “haul” videos to YouTube (the second-biggest social site among teen girls, according to the survey) and developing a relationship, or creating offerings to help teen girls shop together online by sharing the outfits they put together socially.
And it will also mean avoiding the hot buttons that annoy teens: push marketing and, above all, treating them like children.
Keep your business ahead of the digital curve. Learn more about becoming an eMarketer Total Access client today.
Check out today’s other article, “Bright Picture for US Online Holiday Sales.”
  

Nov 17, 2010

Infographic: How Marketers Use Social In 2010

It’s been a little while since I’ve posted an infographic, so here is nice one from Flowtown, this time on how marketers are utilizing social media in 2010. The report takes us through how long brands and businesses have been involved in social media, how much time they invest each week, are they outsourcing and what are they getting out of social. Interestingly, almost 70% of all businesses invest less that 10 hours a week into social.
The infographic also touches on where businesses think they will allocate investment into the future, this revealed over 70% of people didn’t plan to utilize MySpace moving forward, not that you would be shocked by that! 

Sep 21, 2010

Social Networking: No Longer a Niche Market in Asia-Pacific

By Joe Nguyen - September 20, 2010
This post was originally published at ClickZ.asia on September 13, 2010.
  • Where do 3 out of 4 global Internet users visit during a month?
  • What captures 15 percent of total time spent online worldwide?
  • What do Asia-Pacific Internet users do online for nearly 3 hours each month?
If you answered social networking, you’re right.
For those people that still consider social networking a niche market, it’s time to wake up and face the data.



In June, 924 million Internet users around the globe visited a social networking site, making it one of the most popular online activities, and it just keeps growing.
In the Asia-Pacific region, half of all Internet users visit a social networking site each month. Although Asia Pacific as a region reports lower social networking usage than other regions (due largely to low broadband penetration in some markets as well as restricted usage in places such as China), usage across the region continues to increase rapidly. Several markets in Asia were some of the most avid users of social networking in the world including the Philippines, Malaysia and Indonesia, which each saw more than 90 percent of their online population social networking during the month.
What’s even more impressive than the sheer volume of traffic to social networks is the amount of time people spend on these sites. Social networks now capture more time than e-mail, news, games and entertainment activities online. Instant messengers are the only online activity more engaging than social networking in the region. In several markets, visitors are spending more than four hours a month on social networking sites including in the Philippines, Indonesia, Australia, Hong Kong, Malaysia, Singapore, and New Zealand.



But wait, isn’t social networking just for kids and young people? No longer the case. What used to be an activity dominated by the 18-24 year old demographic is now a main activity in the digital lives of users across all age groups. In Singapore and Hong Kong for instance, more than half of social networkers are age 35 and older.
So now you have an idea of just how ‘non-niche’ social networking is, but what does this mean for you as a digital marketer? There are three ways to use social networks:
Word of Mouth Marketing
Social networks – as a matter of course – offer communication. Not just two-way communication between you and your customers, but between your brand and your brand advocates and your potential consumers. There are many case studies about successful word of mouth campaigns. That’s the beauty of social networks; if you create content that has intrinsic value and spurs interest in consumers to forward it on, or to retweet it, or to ‘like it’, it will take off with a life of its own. This is not easy and requires much research and creativity and, more likely than not, some failure.
Social Listening and Reputation Management
It is not enough to just put up a Facebook page or Twitter account. Many companies stop there and don’t dedicate full-time resources to read, update, and reply to all the activity that goes on. Social media engagement does not stop when the campaign stops. Your thousand of followers are still there and they are still commenting. In many cases, telling you what they think of your brand or your marketing campaign. You should listen and engage with these consumers – all the time. Whether it’s communicating with customers via Twitter.com, advertising on Facebook or offering special promotions on social media sites, if you aren’t commanding your brand in the social media realm you are missing opportunities to reach and engage with your audience.
Brand Marketing Campaigns
With over 75 percent reach in most Asia Pacific countries, social networks are now mass market media just like Yahoo, MSN, and other major portals. Branding is about reach (eyeballs) and frequency (the number of times these people are exposed to your message). If you have large cross media campaign to brand a new product or service, the social media is just as effective as the other main media. Just like other sites, it’s important to remember that each social media site offers brands and advertisers access to unique audiences. Many people are on more than one or two social networks for different reasons. Are you looking to reach women age 15-24 from a certain region in Malaysia? Are men age 55+ your key audience? Are you looking to reach social networkers that are also heavy users of online retail sites? Each social networking destination is unique in not only the utility it offers to its users, but also who these users are. Understanding audience characteristics from a demographic and behavioral level is integral to a sophisticated digital strategy.
Social media platforms will continue to evolve and it’s important for brands and advertisers to look to the future. That includes examining: How will social networking evolve in the mobile environment? How will this change PC-social networking usage? What are the synergies that exist between PC and mobile social media usage? What are the differences between PC and mobile social networkers?
Although still a niche market, one can assume mobile social networking won’t be for long.

Sep 6, 2010

Social Networking Doubles Among Boomers and Seniors

More than a quarter of web users 65 and up now visiting social networks

Older web users are flocking to social networks, according to a May 2010 Pew Internet & American Life Project survey. Usage among internet users ages 50 and older nearly doubled during the past year, from 22% to 42%.
More specifically, 47% of 50-to-64-year-old internet users and 26% of seniors ages 65 and up indicate that they now use these sites, with Facebook and LinkedIn being the main beneficiaries of the more mature traffic.


US Internet Users Who Use Social Network Sites, by Age, 2005-2010 (% of each group) 

These rates are fairly close to eMarketer predictions from April 2010, which estimated the largest jumps in social networking site usage would occur among the oldest users.
With even seniors catching the wave of social networking, the phenomenon’s mass appeal is undeniable for marketers. Facebook announced its 500 millionth user in June, and marketers have begun to pour real dollars into the channel. eMarketer estimates US ad spending on Facebook will rise to $1.1 billion next year, up from $835 million in 2010.

Ad Spending on Facebook, 2009-2011 (millions and % change) 

Pew offered three reasons for social networking’s appeal to older adults:
But those first two reasons are also a good indication of why young people may begin shying away from Facebook and having conversations elsewhere, if they haven’t already. Already hyper-vigilant about their privacy and what they share, young users may stop considering social networks cool when their parents join—let alone their grandparents.
Meanwhile, as teens and millennials grow up and enter the work force, instead of reconnecting, they may actually want to disassociate themselves from past immaturities and prying eyes in what is an increasingly public setting.
The mass appeal of Facebook is a boon in the short term for marketers looking for reach in an age of media fragmentation. But as the site tries to be everything to everyone, marketers included, that may prove to be too much for some, just as it was for MySpace.
—Jared Jenks
Keep your business ahead of the digital curve. Learn more about becoming an eMarketer Total Access client today.
Check out today’s other article, “Eyeing Growth for Retailers in Social, Mobile and Private Sales.”  

Aug 23, 2010

Google Winning Sign-In War, But Facebook Close Behind



Most website users still prefer logging in with a Google account, but Facebook is a close second, according to new data from Janrain, a Portland startup whose software plugin makes it easy for websites to offer multiple login methods. The company’s latest survey looked at statistics from more than 250,000 websites and services that use its software, and found that close to 40 percent of users prefer to sign in with a Google ID, while 24 percent chose to login with their Facebook profile. Yahoo came in third with 14 percent of sign-ins, while Twitter and Microsoft’s Windows Live were tied at 5 percent.



It’s not all that surprising to see Facebook and Google ahead of Twitter, since much larger numbers of people use the social network and various Google services than are likely on Twitter, but it’s interesting that Microsoft’s Windows Live — which has been around for years, and was designed to be a single sign-on solution for the web long before Facebook came along — has such a tiny proportion of login activity, at least according to Janrain’s data (meanwhile, MySpace, AOL and LinkedIn are lumped together in the “other” category). The company said that the stats have not shown much change from April, when it last looked at its overall login data.

It’s worth noting that the numbers reported by Janrain are substantially different from those recently provided by Gigya, another service that offers multiple logins for websites. Gigya found that Facebook was the number one login method at all of the sites it covers, with 46 percent of logins, while Google came a distant second with 18 percent. It’s not clear how many websites or services Gigya’s data was based on, or what explains the discrepancies between the two surveys.

Janrain also broke down logins based on the type of website or service users were logging into as well, and that data shows Yahoo in the lead with 34 percent of logins to news and media-related sites, and Facebook in second place with 28 percent. Google comes in third with 25 percent, and AOL has 10 percent — which may seem like a large number, but isn’t that surprising given the fact that it is closely tied to the media properties of former parent company Time Warner (Gigya, meanwhile, found that Twitter was the number one login method at news sites, with 45 percent of sign-ins, while Facebook came second with 25 percent).





Janrain said that its data showed Facebook well in the lead when it comes to logins for music-related sites, with 55 percent of sign-ins, while Twitter was second with 18 percent. Facebook was also the number one login method for websites involving retail brands, Janrain’s study showed, with 45 percent of logins. Yahoo was in second place with 23 percent and Google came third with 21 percent. Facebook was also the number one choice for logging in to European websites, the company said — it had 39 percent of sign-ins, with Google coming in second at 26 percent and Twitter at 12 percent.
The company’s numbers also showed that Facebook is the leading service when it comes to sharing links to websites, thanks to its ubiquitous “like” buttons, with 53 percent of users choosing to share their activity on the social network — but Twitter is a strong second place with 37 percent.

Aug 19, 2010

Mobile Gaming Market Tops $800 Million in 2010

 AUGUST 18, 2010

Ad support will drive 12.3% of mobile gaming revenues by 2014

Casual gaming on the mobile platform has driven adoption of mobile games to more than a quarter of mobile subscribers and more than one in five members of the US population, eMarketer estimates.
This year, 64 million people will play mobile games at least monthly, a number that will rise to 94.9 million by 2014. eMarketer’s estimates exclude mobile users who play preinstalled games, which offer publishers decent brand exposure but little in the way of monetization opportunities.

US Mobile Gamers, 2008-2014 (millions and % of population) 

While games are currently popular on both smartphones and feature phones, the composition of the mobile gaming audience will shift further toward smartphones as they increase in penetration across the population. According to comScore, smartphone gamers now account for 42% of the total. Still, both groups of gamers tend to prefer traditional casual games like Scrabble and Sudoku, though heavier gamers enjoy advanced offerings that are beginning to converge with console games.
eMarketer expects revenues from mobile gaming to reach nearly $850 million this year, with the vast majority coming from paid downloads. By 2014, mobile gaming revenues will top $1.5 billion.

US Mobile Gaming Revenues, by Segment, 2009-2014 (millions and CAGR) 

Over the same period, ad support will nearly double in importance, accounting for 6.5% of revenues in 2010 and 12.3% of the total in 2014.
That makes for a sizeable mobile gaming market, but mobile still makes up only a small amount of all gaming revenues. According to TNS and Newzoo, just 4% of US video game revenues came from mobile.
Keep your business ahead of the digital curve. Learn more about becoming an eMarketer Total Access client today.
Check out today’s other article, “Web Most Effective Way to Reach Local Audiences Worldwide.”  

Source: http://www.emarketer.com/

Aug 14, 2010

The Value of Google Result Positioning

Source: Chitika 

How much is the top spot on Google actually worth?  According to data from the Chitika network, it’s worth a ton – double the traffic of the #2 spot, to be precise.

In order to find out the value of SEO, we looked at a sample of traffic coming into our advertising network from Google and broke it down by Google results placement.  The top spot drove 34.35% of all traffic in the sample, almost as much as the numbers 2 through 5 slots combined, and more than the numbers 5 through 20 (the end of page 2) put together.

“Obviously, everyone knows that the #1 spot on Google is where you want to be,” says Chitika research director Daniel Ruby.  “It’s just kind of shocking to look at the numbers and see just how important it is, and how much of a jump there is from 2 to 1.”

The biggest jump, percentage-wise, is from the top of page 2 to the bottom of page 1.  Going from the 11th spot to 10th sees a 143% jump in traffic.  However, the base number is very low – that 143% jump is from 1.11% of all Google traffic to 2.71%.  As you go up the top page, the raw jumps get bigger and bigger, culminating in that desired top position.

Traffic by Google Result
Google Result Impressions Percentage
1 2,834,806 34.35%
2 1,399,502 16.96%
3 942,706 11.42%
4 638,106 7.73%
5 510,721 6.19%
6 416,887 5.05%
7 331,500 4.02%
8 286,118 3.47%
9 235,197 2.85%
10 223,320 2.71%
11 91,978 1.11%
12 69,778 0.85%
13 57,952 0.70%
14 46,822 0.57%
15 39,635 0.48%
16 32,168 0.39%
17 26,933 0.33%
18 23,131 0.28%
19 22,027 0.27%
20 23,953 0.29%

Numbers are based on a sample of 8,253,240 impressions across the Chitika advertising network in May, 2010.


Aug 3, 2010

Social networking dominates the time Americans spend online

Jun 22, 2010

Twitter Without Celebrities? The Same or Different?

hursday, May 13th, 2010 at 7:00 am   ShareThis
Twitter is teeming with high profile users: Ashton Kutcher, Oprah Winfrey, Barack Obama, Britney Spears, and the list goes on. What if these celebrities decided to leave Twitter? Our findings suggest it would be the same old Twitter, at least with respect to social connections.
Last week, we analyzed more than 5.2 billion friend/follower connections within the Twitter network to understand it better. We discovered, there is only five degress of separation. This means nearly everyone on Twitter is just five steps away from each other.
Just five degrees of separation seems really small for such a huge world, and many people suspected that celebrity users may skew the results due to their high level of “connectedness”. In a sense, celebrities act as hubs within the network because they have so many followers.
To get a better handle on the “celebrity factor”, we removed all users with more than 10,000 followers from our database. We then reexamined 5.2 billion friendships, which we define as friend and follower relationships.
We discovered that even after removing all users with more than 10,000 followers, the Twitter network structure does not change significantly from our original report’s findings. The highlights include that:
  • The most common friendship separation (how far you are away from any other user within Twitter) is still five steps.
  • The second most common friendship separation is still four steps.
  • The total reach-ability of the Twitter network and the rate of reach did not decrease in a major way. It means that, on average, a Twitter user will encounter 72% of all other Twitter users by visiting everyone’s friends up to a distance of five steps. If a user visits all friends of friends up to six steps, 93% of all Twitter users will be covered.
  • Within four steps, a Twitter user can discover 28% of the total network, compared to 42% previously.
  • It takes an average of 3.44 steps to find one of your followers, compared with the previous finding 3.22. The standard deviation is 1.37
Distribution of the Twitter Friendship Distance
Below is a pie chart showing the distribution of the Twitter friendship distance:
Twitter friendship
Here’s a table showing the distribution of the Twitter friendship distance:
Twitter friendship distance
The following table shows the reach-ability of the Twitter network:
Twitter network
Twitter network table
Our statistical analysis suggests that Twitter would be the same without any celebrities. What do you think? Leave us a comment to let us know.

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Apr 15, 2010

Social networks around the world 2010

Apr 11, 2010

88% of the chinese gamers Niko surveyed claim to play SNS games

by Rocky Fu on April 6, 2010

Niko Partners, the leading market intelligence firm on China’s video game industry, last week announced preliminary results from its upcoming Annual Review & Five-Year Forecast on China’s video game industry, citing $3.57 billion in revenue from online games in 2009.
The annual review and forecast on online gaming and Chinese gamers shows strong growth by Chinese online
game operators, despite a harsh regulatory environment particularly for foreign games, and a gamer base that has become increasingly discerning about game quality.
Niko had forecasted 2009 revenue to reach $3.65 billion. For 2010, the firm predicts that the online game market will reach $4.5 billion and enjoy a healthy CAGR of 20.9% over the next five years with revenue reaching $9.2 billion in 2014.
Key insights about online games and Chinese gamers in the report include:
  • Chinese gamers prefer the Free-to-Play (F2P) model of online games in which online operators generate revenue via the virtual economy, rather than the time-based model in which access is provided for a fixed number of pre-paid hours.
  • 63% of gamers surveyed increased their spending on online games in the past year.
  • Social Networking Sites (SNS) games have gained popularity among Chinese consumers, and 88% of the gamers Niko surveyed claim to play SNS games.
  • The primary reasons gamers with PCs at home go to an Internet café are to be social with their friends and to participate in gaming competitions.
  • At least 65% of gamers use Internet cafés at least part of the time.
  • There were 68 million online gamers in China by our definition at the end of 2009 and by 2014; the number should reach 141 million, a 15.5% CAGR.
2010 Annual Review & Five-Year Forecast Report on China’s Video Game Industry (PDF)

Apr 7, 2010

How are Mobile Phones Changing Social Media?

Generation Y says “Yes” to the convergence of email and social media

Due to the growth of social networking and micro-blogging sites the survival of e-mail marketing has been questioned for quite a few times in the past year. 
The recent researches by eMarketer and StrongMail once again prove that there is nothing to be afraid for e-mail marketers.
The reports also provide some interesting insights about Millennials’ and how they adapt to the changing media environment and their relationship with social media and e-mail marketing.
Marketers sometimes wrongly assume that the new generation is just all about new technologies, tools and channels when targeting Digital natives.
As you can see from the table below, Generation Y is not that different from others, but due to the natural multitasking skill they just embrace more means of communications than the generations before. 
It actually reminds me about this great talk by the youngest TED speaker Adora Svitak who suggests that every new generation always has to do more in order to keep the progress in pace.
Another table from this report related to Millennials is a bit ambiguous. There are too possible assumptions:
•    Just 35 % of Millennials use e-mail to share info about the brands.
•    Just 15 % of Generation X use social networking to share info about the brands.
Generation_y_women
I would stick with the second one (37 % vs. 15 % ) which actually confirms the earlier proposition about Millennials and rises a new issue –  possibly the bigger problem is not the “Generation Y” rejecting the old media channels, but the “Generation X”  not willing to adapt to the new ones.
Therefore marketers have to think how to make new platforms more accessible for both generations and provide a greater experience by merging them together.
According to the StrongMail blog post, with the recent announcements from top social brands who are already doing it (Google Buzz) or are set to do it (Facebook e-mail service) creating an integrated social media and e-mail marketing strategy gains even bigger importance.
eMarketer came up with brilliant tips how to maximize the connection between social media and e-mail:
1.     Multiply the sharing opportunities.
2.     Provide a broader platform for advocates.
3.     Shift the control to your consumers.
4.     Use e-mail metrics to enhance social ROI.
So keeping in mind the Millennials, I would add one more bullet point to this list
•    Provide the right form of the content.
Before finishing the post I just accidently stumbled upon this video by iJustine, where hundreds of teenagers go crazy at a Justin Bieber concert, screaming and filming themselves all along.




It can be noticed, that not only the distribution channel but the nature of the content is vital for Millennials and in the future it’s clearly all about video.
Giedrius Ivanauskas, the researcher of Social Media and Augmented reality, is a social media marketing expert that really gets the point. He blogs on Social Media Today and on his own blog Social Media Citizens (that you can follow on Facebook here). Giedrius is also an administrator of the Social Marketing Forum and its Facebook Page. You can follow Giedrius via Twitter here.

Mar 31, 2010

The Democrats Are Doomed, or How A ‘Big Tent’ Can Be Too Big

March 30th, 2010 by Christian

Time and again in American politics, Republicans have voted as a unit to frustrate our disorganized Democratic majority. No matter what's on the table, a few Democrats will peel away from the party core; meanwhile, all Republicans will somehow manage to stay on-message.
Thus, they caucus block us.
. . .
Articles noting this phenomenon anecdotally appear all the time, and despite the recent hopeful spate of Democratic victories, the fact that Republicans form an exceptionally effective opposition party is undeniable. Today, we're going to perform a data-driven investigation of this—and discover some fascinating things about the American electorate along the way. Our data set for this post is 172,853 people.
A Picture Of Our Political Evolution
I should start off by pointing out that the Left/Right political framework we're usually handed is insufficient for a real discussion, because political identity isn't one-dimensional. For example, many Libertarians have Left-leaning ideas about social policy, and Right-leaning ideas about personal property. Where do they fit on a single ideological line?
There are many methods of looking at the political spectrum, but the best way I've come across is to hold social politics and economic politics separate, and measure a person's views on each in terms of permissiveness vs. restrictiveness on a 2-dimensional plane. Like so:
As you can see, I've superimposed some 'party' labels, to add some real-world context. One could quibble with the names I've chosen, but I feel that, in a broad sense, they fit: Democrats have a permissive social outlook and believe in restricting the financial sector (through regulation); Republicans essentially believe the reverse. In their corner, Libertarians would like to end restrictions across the board, and, down in the lower right, we have people who prefer that all aspects of life be guided by some authority: religion, the government, whatever.
. . .
Now, with the definitions out of the way, we can get to some information. We'll begin with the most basic measurement: people's economic and social values. Because our data set is so comprehensive, we can even measure the change in these values with age.
Politics is a big part of dating, and we've gleaned this post's data from OkCupid's question database. Our sample size today is 172,860 people.
These lines contain a neat little story:
  • Both socially and economically, teenagers prefer an anything-goes type situation.
  • But as these teenagers grow up a bit and enter the job market, they quickly develop progressive economic ideas: perhaps a bit of "levelling" seems pretty good when you're staring up the professional ladder from the bottom rung. Meanwhile, their youthful live-and-let-live social philosophy begins to fade.
  • In their late 20s, they start making real money. Economic progressivism goes out the window, preferably out the window of a building with a doorman. As the adult mind turns to more material matters, social views don't change that much.
  • Finally, after the mid-40s, retirement looms. Our former teenagers check their collective 401(k)s and think, you know what, let's all get checks from the government. Social views take a hard turn for the more restrictive. At the end of the journey, economic and social views are again in agreement—only this time on the other side of the philosophical line!
Anyhow, these numbers really come alive when we take the next intellectual step and plot social and economic beliefs together as an ordered pair. So doing, we can get a picture of how the the average total political outlook evolves over time.
Now, with this picture in hand, we can go a step further with our data. The American two-party system creates an interesting mathematical situation: we can bisect our political planea two-party system allows us to bisect the political plane and see which party more closely reflects a given age group's ideology simply by asking which side of the line the group lands on. People sitting in the upper right half should vote, in theory, for Democrats. People in the lower left, for Republicans. Like so:
The Implication of Our Two-Party System
But of course this line assumes that social and economic values are equally important to a person and that his or her priorities don't change as time goes by. Obviously, neither is the case in the real world. So let's see exactly how those values change and do even more with our graph.
Digging deeper into OkCupid's matching database, we find the following new information on people's political priorities:
The way this data bears on our political plane is mathematically cool, but arctan(x) really has no place in a political discussion (except in Flatland!), so I'll just summarize bya change in political priorities causes our
dividing line to rotate
saying a shift towards either social or economic issues causes our Democrat/Republican dividing line to rotate about the center of our political plane. Here's exactly how it happens; this timeline is basically the sum of all the information we have shown so far. Use the slider to step through time.
The Effects Of Changing Political Priorities
age
From this animation, we can consolidate all that we've learned about each group into a single plot. The blue dots are the ages likely to vote Democratic, the red are the Republican ones. In case you're keeping score, there are 21 blue dots and 22 red ones.
People's Ultimate Political Tendencies
This detailed portrait of the electorate jives well with the actual exit poll numbers from the last few Presidential elections. The New York Times has collected this data and present it very well, if you have time to take a look. Here's the part that concerns us:
To wind up this section, I'd like to take one last look at our political plane, with a final set of overlays that I think are most illuminating:
The polygons I've drawn over the dots are called convex hulls; they are a geometric way to measure the spread of a set of points. In this case, the hulls tell us the size of the ideological/age base of our political party.
As you can see, the Democrat's base is much larger. And the range of political values it encompasses is vast. Here's party-to-party comparison in tablet form, for easy digestion:
Unlike in many things, size here is a liability. Yes, a political party that's this wide-open is probably a more intellectually stimulating organizationideological size is a liability to be a part of, and it has a lot more potential power. But bigger base is also just that many more competing viewpoints Democratic politicians must cater to and that many more different viewpoints in play among the actual elected officials themselves.
Also, well over half of the Democratic party's hull lies outside of its upper-right-hand ideological home, implying that you've got many groups of people who might tend Democratic, but who have disagreements with the party on particular issues and could defect, should the slant of the party or the country tilt the wrong way. On the other hand, the Republicans are concentrated in the lower-left-hand corner. This red cluster has multiple, apparently self-reinforcing, reasons to vote with their party, giving the Republicans both a more fervent power base and a little more ideological wiggle-room along either the social or economic axis.
So when you read about the thousands of Catholic nuns who recently came out in favor of health care reform, it's easy to get excited about being a Democrat. But do you think those same people will side with us on things like gay marriage? Or abortion rights? Hull no!
. . .
That's the crux of the problem: Republicans cohere, Democrats don't. After the above mathematical dissection of the political plane, let's take our conclusion in hand and see how it plays with other dating data we have.
Issues, Matching, and Politics
This whole Republican/Democrat situation reminds me (as it surely reminds you) I think of Mamluks sometimesof when Napoleon and his few French divisions dispersed the vast Mamluk horde by the banks of the Nile. Like an army, a political party must be coherent and disciplined to be effective, and these qualities alone can carry the day, even against greater numbers.
Let's look at ideological distributions on a few hot-button issues and see how the Democrats are spread out and exposed. We'll start with views on abortion. This chart shows the opinions of social conservatives and social liberals. Everything is as you'd expect: liberals are pro-choice; conservatives pro-life.
Now let's look at how economic liberals and conservatives view abortion:
Again, the conservatives are strongly pro-life. But the economic liberals have widely distributed views. A solid portion of the Democratic economic base actually sides with Republicans on this issue. It's those nuns again!
While the two conservative curves are nearly congruent, the liberals ones are totally different. The takeaway, the Republican advantage, is this: economic conservatives and social conservatives agree, while the liberal halves of these spectra don't. Furthermore, the purple overlap—in a sense "the swing vote"—is largely on the conservative side!
We see same pattern repeated again and again. Here, for example, is a look at the 'Gay Marriage' issue:
. . .
Finally, I want to wrap up this burrito with a look at OkCupid's specialty: matching people up.
Below are two matrices, showing person-to-person match percentages. These numbers are a measure of how well two people get along. We've used them to facilitate over 100,000 marriages in the last few years; their accuracy is well-tested. Match percentages range from 100 (awesome) to 0 (terrible), and the site average is 61.
We excluded explicitly political questions, ran numbers for the different ideologies, and found these patterns, which I'll leave you with:
As you can see, conservatives of both stripes get along with each other better than liberals do with themselves, even on non-political issues. We calculate match percentage by posing a series of questions to our users. Just to give you a sense of what these questions are like, here are the top three most important (by user vote):
1. If you had to name your greatest motivation in life so far, what would it be?
  • Love
  • Wealth
  • Expression
  • Knowledge
2. Which makes for a better relationship?
  • Passion
  • Dedication
3. Are you happy with your life?
  • Yes
  • No
I find groupthink frightening. But that fact that Democrats can't get together on some multiple-choice Q & A, speaks volumes about why they struggle with the infinite possibilities of government.

Mar 28, 2010

Gen Ys most loyal shoppers to Appliances and Electronics sites

Posted by Sandra Hanchard  March 22, 2010



Earlier this month, Commonwealth Bank in conjunction with the University of Canberra launched Viewpoint - a report on the economic vitality of Australia. The report found that Gen Ys' spending habits were surprisingly resilient to the Global Financial Crisis - “Gen Y’s spending increased 6.2 per cent in 2009, despite earnings growing only 2.5 per cent and job losses in the age group rising 13.6 per cent.”
This insight corresponds broadly to a finding from our recent study on the “New vs. Returning” visitors to Shopping and Classifieds – Appliances and Electronics websites in the lead up to Christmas last year. Interestingly, 18-24 year olds were 44% more likely than the online average to be returning visitors to Appliances and Electronics websites in November 2009. Even though Gen Ys were amongst the hardest hit group by economic pressures, they were still the most engaged online researchers in one of the most popular online retail categories last year.
Appliances_Electronics_Demographics_Age.png
In comparison, users over 55 were the least likely to return to Appliances and Electronics websites. Given that 55+ users have high purchasing power, and are becoming a larger segment with Australia’s ageing population, retailers should be stepping up their efforts to market to this group and create compelling content that invites repeat visits.
We also looked at the broader Lifestyle Mosaic Groups and found that “Learners and Earners (students) and “Pushing the Boundaries” (young families) were the two household groups most likely to have repeat visits to Appliances and Electronics sites in November 2009. The strength of repeat visits by young families, in addition to students, suggests that households with tight disposable incomes may also be engaging in higher than usual comparison shopping activity.

Nielsen’s New App Playbook Debunks Mobile App Store Myth

March 24, 2010


Mobile carrier app stores are a long way from dead. Despite the fanfare around application stores tied to specific mobile devices such as iPhones and BlackBerries, a new Nielsen survey finds ongoing loyalty to carrier stores.  As of the end of 2009, half of all applications users were accessing carrier app stores according to Nielsen’s new App Playbook.
That said, the Apple App Store was the clear leader in preferred application stores in the United States and, combined with the dedicated AT&T Application Store, devices running on the AT&T network have the most popular stores.
The relatively new BlackBerry App World Store was the second most popular app store due to BlackBerry’s industry-leading installed base.
Carrier application stores come in next on the rankings due to the size of their subscriber base, suggesting users of more standard feature phones drove much of this ongoing popularity.
Nielsen’s App Playbook  surveys more than 4,000 application downloaders in the United States every six months about their mobile application usage. It allows companies in the mobile ecosphere to monitor the transition and growth of the application market as mobile users shift from feature phones to smartphones.
apps-per-device
Not surprisingly smartphone users were generally using applications more than feature phone users – only 12% of feature phone owners have downloaded an app in the past 30 days while 46% of smartphone owners have —  with application usage driven mostly by the iPhone and Android devices. This was due to the size of the application universe offered on both platforms, which was significantly larger than that of the other platforms. BlackBerry’s relatively low number was due to the significant corporate user share, which often locks the device and only allows corporate IT to install applications on the device.
trended-app-store
Among recent acquirers, BlackBerry continued to be the market share leader among smartphones in the U.S., while Apple’s iPhone continued to increase its market share, especially after the launch of the iPhone 3GS in June 2009. The launch of a significant number of Android devices in the latter part of 2009, drove its market share to 5% at the end of the year and set it on a promising trajectory for 2010. Both Microsoft and Palm were unable to capitalize on their new launches in 2009 of Microsoft Windows Mobile 6.5 and the Palm Pre and Pixi, losing 7% market share and 4% market share respectively. Symbian, one of the leading smart phone operating systems globally continues to struggle to make significant inroads in the United States.
appstore-usage
With only eight Android devices launched in 2009 – and the Droid launching late in the year – the Android Market Store saw modest popularity.   Since then, a large number of Android devices launched, and the popularity of the Android Market Store is expected to increase as a result. This is further illustrated by the high satisfaction scores the Android Market received in the Nielsen study, second only to the Apple App Store. The Palm Application Store seems to be languishing due to the relatively modest success of the new Palm Pre and Palm Pixi, combined with a comparatively low number of applications available in its app store. The same is true for the Windows Marketplace, which is also suffering from a low number of applications and dwindling market share for Windows Mobile devices.
app-satisfaction
The Apple App Store and the Android Market Place have a sizable lead in terms of satisfaction compared to the other application stores. We see similar sized leads for both the Apple App Store and the Android Market Place when it comes to satisfaction with the pricing of the apps. While the often-overlooked carrier application stores are significantly behind the two leaders in terms of satisfaction, they are still marginally ahead of the BlackBerry App World and Windows Marketplace. It will be interesting to see how the just-announced revamp of the Windows Marketplace will impact satisfaction scores and what RIM will do in their next iteration of App World.
About Nielsen’s App Playbook
Insights from Nielsen’s App Playbook were gathered from 4,265 respondents who had downloaded an application in the past 30 days, 2,351 of which owned a smartphone and 1,914 of which owned a feature phone.  The respondents were identified through Nielsen’s Mobile Insights syndicated tracking study, which surveys 80,000 mobile subscribers per quarter.  The App Playbook sample is weighted back to the total qualified population from the Nielsen Mobile Insights survey.  The survey covers a wide range of topics related to applications, including audience profiling, market sizing, download and purchase behavior, app store channel, app usage and satisfaction.