Category Archives: Statistics

Insightful numbers.

It’s All About Trust

trustNielsen’s has just published a new Trust In Advertising study. Although focused on consumer trust in advertising, it has clear advice for all communicators: earning consumer trust is the foundation for success.The study offers the good news that consumers around the globe are more trusting now than they were several years ago.

Trust in Forms of Advertising (for our purposes, methods of communicating)

  • Recommendations from people I know, 84%
  • Branded websites, 69%
  • Consumer opinions posted online, 68%
  • Editorial content (e.g. newspaper), 67%
  • Ads on TV, 62%
  • Brand sponsorship, 61%
  • Ads in newspapers, 61%
  • Ads in magazines, 60%
  • Billboards and outdoor advertising, 57%
  • Ads on radio, 57%
  • Emails authorized, 56%
  • Ads before movies, 56%
  • TV product placements, 55%
  • Ads in search engine results, 48%
  • Online video ads, 58%
  • Ads on social networks, 48%
  • Display ads on mobile device, 45%
  • Online banner ads, 42%
  • Text ads on mobile phones, 37%

Image courtesy of FreeDigitalPhotos.net

Mobile Devices Lead to More Time Online

A new report from comScore and Jumptap shows that smartphone and tablet use has doubled the amount of time Americans spend online. As of April of this year, smartphones (39% share) and tablets (12% share) account for approximately half of adults’ time online, a figure which rises to 59% among 18-24-year-olds and 61% among women aged 25-49.

  • Smartphones alone account for 50% of online time for 8-24-year-olds and women aged 25-49
  • Smartphones only account for 25% of online time for Americans aged 50 and older
The Digital Universe (% of Audience)
Total Audience People 18-24 Males 25-49 Women 25-49 People 50+
PC only

30%

22%

20%

17%

48%

Screen jumpers PC+Mobile

63

65

74

69

51

Mobile only

7

13

6

14

1

Source: comScore Media Metrix, April 2013

Yo can get the complete report in exchange for some information about you.

70% Have Broadband in US

cableYears ago I tracked Internet access closely – it is only an effective way to reach people if they are able to get to it! I don’t see much data about access anymore; I think we all assume everyone is online.

So, some surprising news from Pew: only 70% of American adults ages 18 and older have a high-speed broadband connection at home as of May 2013

Also according to a nationally representative survey by the Pew Research Center’s Internet & American Life Project,  3% of American adults go online at home via dial-up connections.

Groups with the highest rates of home broadband adoption continue to be college graduates, adults under age 50, and adults living in households earning at least $50,000, as well as whites and adults living in urban or suburban areas.

“We’ve consistently found that age, education, and household income are among the strongest factors associated with home broadband adoption,” said Kathryn Zickuhr, Research Associate for the Pew Research Center’s Internet Project and lead author of the report. “Many dial-up users cite cost and access as the main reasons they don’t have broadband, but for adults who don’t use the internet at all, a lack of interest is often the main issue.”