Category Archives: Statistics

Insightful numbers.

Facebook Not the Place for News

facebookAccording to a new study by the Pew Research Center, most users do not go to Facebook seeking news– just 4 percent say it is the most important way they get news.

However, the survey shows that Facebook exposes people to news they otherwise might not get. In particular, younger adults (18-29 year olds,) are engaged with news on Facebook, accounting for 34% of Facebook news consumers. In addition, 18- to 29 year olds who get news on Facebook across topics at roughly the same levels as older age groups, turn there as often for breaking news, and deem the site as an important source of news.

Other key findings in this report by the Pew Research Center in collaboration with the Knight Foundation, are:

  • 42% of Facebook news consumers often watch local television news, as do 46% of all U.S. adults; 23% often watch cable news (compared with 24% of all U.S. adults). But, only 21% of Facebook news consumers often read print newspapers, compared with 27% of the population overall
  • Those who consume news on Facebook are more active on the site than other users by nearly every measure.
  • Facebook news consumers get news on different topics: entertainment news, 73%; events in one’s own community, 65%; national politics and government, 55%; sports, 57%.
  • 70% say interest in the topic as a major reason to click on news links.

Additional information about the survey

Most People Go Online with Cell Phones

Woman with phoneAccording to a new survey by the Pew Research Center’s Internet & American Life Project, 63% of cell phone owners now go online using their mobile phones.

Since 91% of Americans are cell phone owners, this means that 57% of all Americans go online using a mobile phone. Over half of adults (56%) now own a smartphone, and 93% of these smartphone owners use their phone to go online.

In particular, says the report, the following groups have high levels of cell phone internet use:

  • Young adults: Cell owners ages 18-29 are the most likely of any demographic group to use their phones to go online. 85% of them do so, compared with 73% of cell owners ages 30-49, and 51% of those ages 50-64. Just 22% of cell owners ages 65 and older go online from their phones
  • Non-whites: 74% of Black cell phone owners are cell internet users, as are 68% of Hispanic cell owners
  • The college-educated: 74% of cell owners with a college degree or higher are cell internet users as are 67% of those who have attended (but not graduated) college
  • The financially well-off: 74% of cell phone owners living in households with an annual income of $75,000 or more per year are significantly more likely than those in every other income category to go online using their phones
  • Urban and suburban residents: Urban and suburban cell owners are significantly more likely to be cell internet users than those living in rural areas. 66% of urbanites and 65% of suburban-dwellers do so, compared to half of rural residents

34% of cell internet users say that they mostly use their cell phone rather than some other device such as a computer. 53% of cell internet users say that they mostly go online from a device other than their cell phone, while 11% use both their phone and some other device equally.

See the complete report from Pew Research.

Email Marketing Stats

emailKentico Software has published the results of a new email marketing survey, the latest installment of Kentico’s ongoing digital experience research series.

According to the survey, only 32% of the general public believes email marketers have gotten better over the past five years at emailing them with content that appeals to their interests. 31% of those surveyed believe email marketing has gotten worse, and 36% feel it’s remained about the same.

  • 77% are unlikely to welcome an unsolicited email even if it caters to their particular interests
  • Of the email lists recipients willfully subscribe to, 36% said they read about a quarter of the emails they receive; 26% read half of it; 16% read 75% of it; 10% say they read all of it; 12% read none of it

Stats for Solicited Email

Most respondents (37%) willfully subscribe to 1-5 email lists. 31% subscribe to 6-10 lists, 14% subscribe to 11-15 lists, 7% subscribe to 16-20 lists, and 5% subscribe to more than 20 lists. Those who subscribe to 6-10 lists tend to read more of their marketing email, with 48% typically reading 75% of their solicited marketing messages.

Of those who willfully subscribe to email lists:

  • 57% stay on a list for a period of 1-3 years
  • 22% will stay on a list for 4-6 years
  • 5% for 7-9 years
  • 16% for 10 or more years

Calls to Action

Kentico found 45% of those surveyed will perform the action requested in marketing emails about 1-2 times per month. Such actions may include learning more about a product or taking part in a sale. 21% will perform requested actions 3-4 times per month, 8% will perform 5-6 actions per month, and less than 1% will perform 7-8 actions per month. 5% will perform more than 10 actions per month, and 18% will never respond to a call to action.