Research Challenge: Understand how consumers relate to the Internet, from the consumers’ point of view. Created Netpop research framework to tap into consumer attitudes, behaviors, etc.
Tenets of the framework:
1. The interface is broadband – research focus on broadband users only
2. The interface is global – same devices for internet access worldwide
3. The fundamental areas of involvement are the same globally – similar sites, activities (i.e. social networking, gaming, virtual worlds)
• huge population differences, but similar number of broadband users (about 100 million in each U.S. and China – about 50% of Americans but only 10% of Chinese)
• online activities are very similar among American and Chinese users
• comparison of various broadband user demographics
The top level of the framework: attitudinal segmentation: 5 attitudinal groups in the US:
1. online insiders
2. fast trackers
3. social clickers
4. everyday pros
5. content kings
Comparison of attitudinal groups shows the Chinese are early adopters in larger percentages than Americans.
Content contribution in a typical month: 35% of American broadband users publish a personal page on social networks. 28% post comments on blogs. China: 47% post comments on blogs., and overall are much more involved in discussion forums. Chinese users are much more involved in expressing opinions and interacting online.
Entertainment
• Both populations spend about 50% of their spare time online.
• Both populations go online daily for: music, casual games, videogames, reading magazines.
• Time spent on video: 48% of U.S. time spent watching videos is online, vs. 74% in China. However, more money is spent on TV advertising vs. online sources, although people spend about equal amounts of time watching video on TV and online.
• Communitainment activities: Chinese users much more interested than U.S. in meeting people online.
Shopping
• Chinese users spend a considerable amount of money online.
• 73% o U.S. purchase decisions are influenced by an online source vs. 93% in China
• U.S. users shop on eBay, in China on EachNet.com. Top shopping sites in China are auction sites – a community environment
Conclusions
• Online activity has evolved: push > pull > participation
• It’s a global phenomenon
• Everything is interpersonal
• The speed of change is increasing
Dr. V 