After two weeks of holiday, I found the following interesting article in my inbox from Edward Keehnen, a Dutch researcher who did a PhD. on the decision behavior of young and older Dutch consumers.
His results show that both young and older consumers regard themselves as quite experienced buyers (61% and 67% respectively). For older consumers the level of experience has increased in the past ten years, and they also feel they are more experienced than their kids. But despite this level of confidence, when they are buying goods or services they tend to feel lost in the richness of choices: About 40% of Dutch consumers over 50 feel lost when shopping for insurances, and this goes up to a high 51% for consumers between 20 and 26 years old.
It's discussion time, folks. I want to hear what you think about the potential for Facebook and Twitter on the TV screen. No, stop laughing, I'm serious.
I ask because I published a report for Forrester earlier this month called Five Things We Want From Social TV (click here to read). It was partly in response to Verizon FiOS's new Facebook and Twitter TV widgets which were released in early July. (Look at a demo on YouTube here). Here's the summary so you know what I wrote about:
Thanks to Verizon, the first meaningful Facebook widget in the US has come to the TV. Some question whether the active Social Computing experience has any place in the so-called "lean back" living room experience. Those people are wrong. Once Facebook, Twitter, and other Social Computing platforms are properly ported to the TV screen, a new explosion of media and technology convergence will occur, affecting the product strategies of device makers, content providers, and pay TV providers. In this report, we propose the five things that Social TV providers should prioritize — steps that will lead to a converged future of Social Computing and TV viewing.
All my cards are on the table: I obviously believe in this because I said it would be a new explosion of media and technology convergence and them's fightin words.
I published my first report on mobile social networks 2 years ago (see here) at a time when Facebook audience was "only" around 50 million unique monthly visitors. At that time MySpace was a paid-for and exclusive experience on Vodafone-Live and Bebo was about to launching a mobile version. Needless to say lots has happened in the last 2 years.
Numerous acquisitions and parternships took place between the likes of Facebook, MySpace, Bebo, Twitter, Hyves and with handset manufacturers / mobile operators. Several mobile-only communities (AirG, peperonity, itsmy.com, buzzcity...) have gained traction and there is plenty of innovation in that space. INQ generated lots of media coverage and interest by lauching its so-called "Facebook phone" and plans to launch new devices. I am not sure what the latest Facebook mobile stats are but not that long ago rougly 10% of the worldwide installed base of FB users had registered to the mobile version. Even more significantly, the GSMA announced a few months ago that UK mobile consumers who access Facebook via their mobile phone spend, on average, 24 minutes on the site daily, just shy of the 27.5 minutes that PC-based Internet users spend daily on Facebook; mobile users of Facebook average 3.3 visits per day versus 2.3 visits per day from PC users.
Now's the time when many of my clients start fleshing out plans for 2010 and putting together the business cases to pay for it all. And they’re telling me they need help. This year’s funding process will be tougher than ever thanks to the economy, so it’s important to make your business case not just good, but great. I’ve compiled a list of the research we've written over the last 2 years that sums up how to do that:
In my last post, I steered B2B marketers away from building social
destinations focused on their products and services by suggesting they
participate in open, social networks before jumping on the community
bandwagon. I do think there is a place for B2B communities, but these
sites need to focus truly on the community first, not trying to sell a
firm’s wares. Case in point: ComplianceOnline.
I wrote up how you can can use ComplianceOnline's model to build an online community serving the needs of your firm in a recent report. I found that B2B marketers can learn how to build a successful B2B community by
following three key lessons: Gather the best content, encourage the
community to vet and contribute to it, and give members equal
opportunity to engage with potential buyers who visit.