The Data Digest: Usage Of RSS Feeds

Reineke Reitsma

This week, Google announced that it will shut down Google Reader on July 1, 2013. In its announcement, Google states that it’s doing this because the usage of Google Reader has declined and it wants to concentrate on fewer products. There was a lot of buzz online about this decision, and some fanatical Google Reader fans put together a petition to keep the RSS reader alive. They garnered more than 50,000 signatures in just a few hours.

This whole debate sparked my interest, and I analyzed Forrester’s Technographics® data to get a better understanding of the usage of RSS feeds over time. I found that Google is right about the decline. Our data shows that it was always only a dedicated group who used RSS feeds at least weekly — about 7% of US online adults in 2008; this had declined to just over 4% last year, with about one in 10 US online adults using RSS feeds about monthly.

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The Data Digest: Using Internet-connected Devices While Watching TV

Reineke Reitsma

On Sunday, February 24, TVs around the world were tuned to the 85th annual Academy Awards show (aka The Oscars). While the very first Academy Awards ceremony took place in 1929 — with guest tickets costing only $5 and fewer than 300 people attending the event in the Hollywood Roosevelt Hotel’s dining room — today the event is broadcast live to millions of fans across 200 countries. But The Oscars’ impressive growth in viewership is not the only thing that signifies the changing times; the technological advances that the awards program has embraced position the event as a leader in the modern-day media consumption landscape.

In 2011, Oscar.com’s supplementary footage offered an overwhelmingly popular second-screen viewing experience; it won an Emmy Award for Outstanding Creative Achievement in Interactive Media. Several weeks ago, the Academy launched a second version of the official Oscars app that engages consumers all year round but provides exclusive real-time updates during the dazzling event itself.

The Academy’s mobile development, which allows consumers to connect with supplemental real-time content for an enhanced entertainment experience, is a timely one: Forrester’s North American Technographics® Online Benchmark Survey (Part 2), Q3 2012 (US) shows that 69% of US online adults use Internet-connected devices while watching TV today. Not surprisingly, younger consumers are most likely to turn their devices into TV companions: 61% of 18- to 24-year-old multitaskers use a mobile phone to interact with programming-specific content.

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The Data Digest: Consumer Ratings And Reviews

Reineke Reitsma

Earlier this week, I attended a briefing with a vendor around analyzing and structuring consumer ratings and reviews; the vendor aims to give companies more guidance during the product development stage or help them understand where a current product is in its life cycle depending on the number of reviews that product is getting compared with its competitors.

The concept is interesting, but it got me thinking about the process of ratings and reviews a bit more. How many people are actually giving ratings and reviews, who are they, and why are they giving feedback?

Forrester’s Consumer Technographics® global online benchmark surveys in Q2 2012 revealed a wide variation between countries in terms of the share of the online population that actually gives feedback. In metropolitan India and China, about three-quarters of online consumers post ratings/reviews of products or services at least monthly; in Brazil, it’s about a third; while in the US and Europe, it’s less than 20%.

However, far more people rely on ratings and reviews than give them — particularly in the US and Europe. More than 50% of US online consumers check ratings and reviews regularly, for example. And consumer reviews and ratings are the second most trusted source of online shoppers when buying a product, after family and friends.

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Do You Think Of Consumers When It Comes To Data Security Policies And Controls?

Heidi Shey

Your customers are consumers too. They don’t turn into business bots when they set foot in the enterprise. Whether your organization sells a product or a service to enterprises or consumers, you’re interfacing with consumers who have opinions about security and privacy. S&R pros, you already know that you have to be on top of things like regulatory compliance (Hello HIPAA! Hi EU Data Protection Directive!) when creating policies and implementing controls. But what about consumer perceptions and behavior? Consider that*:

  • 49% of US online consumers are concerned about security and privacy when purchasing products online
  • 44% of EU online consumers say the same about sharing personal information to access a website
  • 39% of US online consumers express security and privacy concerns over sharing personal information to participate on a website (e.g, discussion boards, writing reviews)
  • 20% of EU online consumers are concerned about their security and privacy when downloading apps to their mobile phone
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The Data Digest: Understanding The Drivers For The Uptake Of Mobile Payments

Reineke Reitsma

Mobile payments saw continued innovation and competitive disruption throughout 2012, but consumer adoption lagged behind the industry hype. The Forrester Research Mobile Payments Forecast, 2012 To 2017 (US) shows that US consumers will adopt mobile payments at an accelerating rate over the next five years, reaching $90 billion by the end of 2017. Lower barriers to adoption, increased convenience, and early entrants striving for scale will be important drivers of growth.

Although the mobile wallet marketplace is still in its early stages today, players across the ecosystem are vying for consumer trust. Trust is often based on prior experiences: Forrester’s North American Technographics® Retail Online Benchmark Recontact Survey, Q3 2012 (US) shows that nearly half of current US PayPal users would trust PayPal as their mobile wallet provider. However, for those who don't use PayPal, the most trusted source is a bank or credit card issuer.

The recently published Forrester report “How PayPal Uses Exploratory Research To Drive A Culture Of Customer-Focused Innovation” shows how PayPal conducts exploratory research to understand the tradeoffs and emotions related to consumer payment behaviors to create better products and experiences. The insights gathered from the research helped the product development process.

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The Data Digest: US Leisure Hotel Travelers

Reineke Reitsma

I was in the US this week, visiting our headquarters in Cambridge, and the topic of loyalty cards and loyalty programs came up. I live in the Netherlands, and although there are plenty of loyalty programs to subscribe to, the benefits aren’t any way near what you get from loyalty programs in the US. Because of that, I normally base my travel choices more on convenience and price than on the hotel chain or airline. But our North American Technographics® Travel And Auto Online Benchmark Recontact Survey, Q3 2012 (US) shows that this is different for US travelers.

US hotel travelers clearly see the benefit of subscribing to a loyalty program for the hotels they visit regularly. In fact, our data shows that about 40% of US online leisure hotel travelers belong to at least one hotel loyalty program. And those who belong to a hotel loyalty program are 10 percentage points more likely to recommend a hotel than leisure hotel travelers who are not part of a loyalty program.

However, the majority of leisure travelers who belong to a loyalty program are Gen X; younger travelers account for only a quarter of current loyalty program subscribers. Hoteliers who want to benefit from social sharing and recommendations should tap the potential of their loyal younger customers in particular.

The Data Digest: Technology And New Year's Resolutions

Reineke Reitsma

At this time of the year, many people make resolutions — and many of these are health-related: quit smoking, exercise more, or eat healthier. As anyone who has ever made one of these resolutions knows, it's really hard to make a change. But there’s plenty of technology out there that can help track your progress and give you a bit of support.

Forrester’s Technographics® data shows that about one-third of US online smartphone owners use their phone for healthcare-related activities, ranging from tracking what they eat to text alerts about medication:

However, using technology to track your health hasn’t reached the mainstream yet. In fact, many consumers don’t consider this to be very appealing. Recently, my colleague Lindsey Colella hosted a project in Forrester’s market research online community to better understand the relationship between technology and health. In her report 'Digital Health Management Needs A Makeover To Broaden Its Consumer Appeal', she shows that the average consumer is skeptical about health-tracking technologies. Our respondents believe that using technology to track your health is either for people with a chronic disease or people who are obsessed with their health. Most of them prefer to rely on their doctor for guidance instead.

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The Holiday Shopping Season Hasn’t Ended Yet: The Chinese New Year Is Coming To Town

Samantha Jaddou

We have just celebrated Christmas, but I’m increasingly looking forward to the Chinese New Year as this will be my first time spending the Chinese New Year in China in 12 years!  

Reading the reports on how much US consumers spent this year during the holiday month made me reflect on what Chinese consumers do during their single most important holiday of the year — and how they spend their money. While the Chinese New Year is traditionally about celebrating the New Year with friends and family, in recent years an increasing number of people have chosen the unconventional route and used this time to visit other countries. According to Ctrip.com (quoted by Sina Finance), more than 50% of the packages to the US, Middle East and Africa, and Australia were booked two months before the Chinese New Year. And wherever Chinese travelers go, they shop: If you’ve ever seen a Chinese travel group’s itinerary, you will know that a couple of stops at a shopping mall or an outlet are usually incorporated into the plan.

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“The State Of Consumers And Technology: Benchmark 2012, US” Shows How Consumers Connect

Gina Fleming

I am delighted to announce that our annual report on The State Of Consumers And Technology: Benchmark 2012, US is now available. This report is a graphical analysis of a range of topics about consumers and technology and serves as a benchmark for understanding how consumers have changed over the years. For those of you who aren't familiar with our benchmark report, it's based on Forrester's annual Technographics® online benchmark survey that we've been fielding since 1998 and for which we interview close to 60,000 US online adults. The report covers a wide range of topics, such as online activities, device ownership — including penetration data and forecasts for smartphones and tablets — media consumption, retail, social media, and a deep dive on mobile.

We analyze our findings through a generational lens, including Gen Z, Gen Y, Gen X, Younger Boomers, Older Boomers, and the Golden Generation. Age is a key factor behind consumers’ usage of and attitudes toward technology. However, one finding spans the generations: Consumers of all ages embrace the opportunity to find information and connect with people and brands wherever they are. And while online penetration in the US remains the same as a year ago — at 79% of all adults — the depth of Internet usage has grown; more consumers go online on a daily basis and they connect on more devices. The graphic below illustrates our point: US smartphone owners use their device almost everywhere. They aren’t just connecting at home but wherever they go; in fact, they’re more likely to access the Internet on their phone in a store than in their own kitchen.

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The Data Digest: Uptake Of Mobile Messaging In Europe

Reineke Reitsma

This week, there was a lot of blogging and commenting around Facebook possibly acquiring mobile messaging company WhatsApp. And although WhatsApp quickly denied that Facebook acquisition talks were happening, I still really enjoyed all the analysis shared by the different technology blogs on why this would be an interesting deal. Many of these mentioned the differences between adoption of Facebook Messenger and WhatsApp in Europe versus in the US.

In fact, the news got me wondering to what extent consumers use mobile messaging at the moment. Forrester’s European Technographics® Consumer Technology Online Survey, Q4 2012 shows that just over one in 10 online European adults (16+) use mobile messaging (e.g., WhatsApp, Skype, or Viber), and this rises to 21% for European smartphone owners. Further analysis shows that usage is very much driven by age:

 

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