It’s hard to go a day without seeing a news report, often several, with fresh research regarding consumer insights, B-to-B marketing trends or online marketing best practices.
In fact, sometimes the data stream gets so heavy, you feel like a salmon fisherman standing on shore, trying to drop a fly in front of the one fish in a school of thousands that might just be a bit more meaty, a tad more catchable. Which one is it? They all look the same. And this river is flowing so darn fast.
Recognizing this challenge of data overload — research factoids that are here today but swept away tomorrow (just when you need to find them) — Touch Point City will be keeping its eyes peeled for marketing, sales and brand data points that might be especially meaningful, perhaps even seminal.
As we collect a few of them, we’ll serve up a post, then archive them on our “Data Depot” page. Ideally, over time, Data Depot will become your scannable warehouse of not just interesting facts and forecasts, but important and useful ones, for planning or defending communications and content strategies.
So, here’s Data Depot installment No. 1:
Let’s Assume They’re Online
Do you still find yourself in strategy and brainstorming meetings where someone will say about the target audience, “Yeah, but do we really think these people are online?”
Last week a handful of data points flew through my inbox to suggest that, indeed, it might be time to stop asking this question.
Citing it as evidence that the “digital divide” — the gap between Internet “haves” and “have nots” — is narrowing, research by eMarketer in February 2009 found that nearly half (48.7 percent) of U.S. African-Americans use the Web at least once per month. By 2013, eMarketer projects, the figure will be 56 percent.
For comparison, eMarketer found these online-at-least-once-monthly rates among other U.S. ethno subgroups: Asian 73.5 percent, White 67 percent, Hispanic 50.8 percent.
Grayhairs Get Tech
People in their 50s, 60s and 70s are using technology at rates very comparable to younger folk, according to a joint survey by TNS Compete and the Consumer Electronics Association. Among other findings:
- Consumers 50-59 are as likely as those younger to own,
or plan to buy, an HDTV.
- 80 percent of people 60-69 used a cell phone in the past week,
just slightly less than the rate of people 18-34.
- 71 percent of people 60-69 and 52 percent of people 70-79 used a search engine in the past week, compared with 77 percent of people
Social Media Surge
According to a study by Netpop Research:
- Since 2006, the amount of time people spend online has increased 18 percent, while time spent on entertainment has dropped 29 percent.
- 105 million Americans contribute to social media, with 7 million qualifying as “heavy” users (6 or more social media activities).