1 April 2013 Data Book. All the best, Vlad Gyster At H.Engage, we believe that the best way to influence change is to be equipped with the right data.

1

April 2013 Data Book

2

All the best,

Vlad Gyster

At H.Engage, we believe that the best way to influence change is to be equipped with the right data. The April 2013 Data Book builds upon the prior May 2012 Data Book, and compiles the most recent research on trends in mobile, social and gaming. Slides that have been updated are marked with “updated” in the upper right hand corner, and slides that are new are marked with “new.”

We’ve purposely left this document as a PowerPoint instead of a PDF. Feel free to take the slides and drop them into presentations. And don’t hesitate to send us a note to ask additional questions and share what you’re hearing from your leaders and clients.

Co-founder, [email protected]

Introduction

mailto:[email protected]

mailto:[email protected]

of U.S. adults own a cell phone

87%of smartphone owners text

91%

of smartphone owners use them at work71%

Pew Research Center, Nov. 2012

Think Insights with Google

Pew Research Center, Dec. 2012

Americans have tripled the amount of time they spend consuming media on their mobile phones since 2009, while time spent reading print continues to decline

Gaming is the #2 online and mobile activity

Pew Research Center, Sept. 2012

Social media is the #1 online and mobile activity. 67% of adults use social networking

Internet usage: 81% percent of adults use the internet. 17% use their mobile phone as their primary Internet access

53%

47%Women Men

ESA, 2012

The headlines

92%of adults < 50 years old use text messaging

Business Insider, Oct. 2012 Pew Research Center, 2011Pew Research Center, 2013

3

Average gamer is 30 years old

Pew Research Center, Nov. 2012

4

Americans are paying less attention to print, and far more attention to mobile phones.

eMarketer via Business Insider via H.EngageOctober 2012

Online Mobile Print0%

5%

10%

15%

20%

25%

30%

25%

4%

9%

26%

12%

6%

How Americans are consuming media2009 2010 2011 2012

% o

f med

ia c

onsu

mpti

on ti

me

Mobile phones have tripled their share since 2009

How media consumption has changed from 2009 - 2012NEW

4%

200%33%

Print continues its decline

5Pew Research Center via H.EngageDecember 2012

UPDATED

Cell phone Laptop Desktop MP3 player Game console

Tablet e-Book reader

87%

61% 58%

43% 43%

31%26%

% of U.S. adults who own technology

87% of adults own a cell phone

Relative to other technologies, cell phones are unmatched in their adoption rates.

6Marketing Charts via H.EngageSeptember 2007

Landline-only households have declined as households with one or more cellphones have increased drastically.

Landline vs. mobile phone penetrationNEW

Mar-00 to Oct-

00

Sept-00 to

Apr-01

Mar-01 to Oct-

01

Sept-01 to

Apr-02

Mar-02 to Oct-

02

Sept-02 to

Apr-03

Mar-03 to Oct-

03

Sept-03 to

Apr-04

Mar-04 to Oct-

04

Sept-04 to

Apr-05

Mar-05 to Oct-

05

Sept-05 to

Apr-06

Mar-06 to Oct-

06

Sept-06 to

Apr-07

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

84%

86%

U.S. phone penetration

Landline One or more cell phones

% o

f U.S

. hou

seho

lds

Over half of mobile phone owners now have a smartphone. 71% of them use it in the workplace.

Nielsen via H.EngageMarch 2012

Oct

-10

Nov-1

0

Dec-1

0

Jan-

11

Feb-1

1

Mar

-11

Apr-1

1

May

-11

Jun-

11

Jul-1

1

Aug-1

1

Sep-1

1

Oct

-11

Nov-1

1

Dec-1

1

Jan-

12

Feb-1

20%

10%

20%

30%

40%

50%

60%

70%

80%

30%35% 36% 38% 37% 37%

40% 41% 42% 43% 44% 44%

46% 48% 48%

50%

71% 70% 70%66% 64% 62% 63%

59% 58% 57% 57% 56% 56% 54% 52% 52% 50%

U.S. smartphone penetration

Smartphone Feature phone

% o

f U.S

. mob

ile s

ubsc

riber

sU.S. smartphone penetration

7

NEW

8Pew Research Center via H.EngageMarch 2012

<30,000 30,000 - 49,999 50,000 - 74,999 75,000 +0%

10%

20%

30%

40%

50%

60%

70%

80%

22%

40% 38%

59%

34%

46% 49%

68%

Smartphone ownership by household incomeMay-11 Feb-12

% o

f a

du

lts w

ho

ow

n s

ma

rtp

ho

ne

55% 15% 29%

15%

Lower income brackets are the fastest growing adopters of smartphones17% of people use their smartphones as their primary access to the Internet.

U.S. avg (50%)

9Pew Research Center via H.EngageNovember 2012

All age segments send and receive a significant amount of texts per day, with 50 – 64 year olds seeing the highest increase over the last year.

18-29 30-49 50-64 65+0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100% 95%

85%

58%

24%

97%92%

72%

34%

Text messaging by ageMay-11 Sep-12

% o

f m

obile

pho

ne o

wne

rs 1

8 an

d ov

er

Everybody textsNEW

Millennials (20 – 35)

Generation X (36 – 47)

Young Boomers (48 – 57)

Older Boomers (58 – 66)

Silent Generation (67 – 75)

10Marketing Profs via H.EngageMarch 2013

Text messages have a drastically larger open and response rate in comparison to other forms of communication for marketing.

Using text messaging as a communication toolNEW

Emails

SMS

0% 20% 40% 60% 80% 100%

20%

98%

Open rate

Emails

SMS

0% 10% 20% 30% 40% 50%

6%

45%

Response rate

11ComScore via H.EngageDecember 2012

Listened to music

Accessed news

Accessed maps

Played games

Accessed search

Accessed social networking

Accessed weather

Used email

Took photos

Sent text

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

24%

26%

27%

31%

30%

35%

35%

41%

60%

74%

48%

49%

51%

53%

58%

65%

67%

78%

83%

91%

Top activities for smartphone owners

Dec-12 Dec-11

Among smartphone users, sending text messages is the top activity

NEW

12

18-29 30-49 50-64 65+

94%89%

77%

54%

% of U.S. adults who use the Internet

Pew Research Center via H.EngageFebruary 2013

Internet use is almost ubiquitous among working age adults (18-64).

UPDATED

81% of adults use the Internet






U.S avg. (81%)

13Pew Research Center via H.EngageSeptember 2012

Top online activities for American adults

Play online games

Banking

Social networking

News

Health / medical info

Check weather

Driving directions

Search engine

Email

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

36%

61%

69%

78%

80%

81%

84%

91%

91%

% of American adults who do this online

Email, searching and social networking are among popular online activities.

Email is an extremely effective communication tool

14Pew Research Center via H.EngageSeptember 2012

Time spent on online activities

Software manufacturers

Entertainment

Classified / auctions

Portals

Instant messaging

Videos / movies

Search engine

Email

Online games

Social networks

0% 5% 10% 15% 20% 25%

3%

3%

3%

4%

4%

4%

4%

8%

10%

23%

% of American adults’ online activities

Social networking continues to dominate time spent online.

15

67% of adults use online social networking sites.


Social networking use by age groupNEW

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

67%

83%

77%

52%

32%

Social networking users by age

All Internet users 18 - 29 30 - 49 50 - 64 65+

16

57% Increase in a person's chance of becoming obese if a friend became obese. That’s more predictive than if they shared genes associated with obesity.

25% Increase in a person’s chance of becoming happy if a friend who lived within a mile became happy.

75% Increase in a person’s chance of divorce if a friend or colleague divorced. The size of the effect was measurable at two degrees of separation (friend of a friend), at 33%.

Research by Nicholas Christakis

Who you know matters

The science behind social networking shows that humans are social creatures. Since the beginning of time they have relied on the benefits of groups. Through necessity, social networks were then created to share experiences, needs and desires.

17

The average social gamer is 30 years old.

ESA via H.Engage2012

Who’s playing social games?

53%47%

Gender

MenWomen

% of social gamers

Under 18 18 - 35 36 +28%29%30%31%32%33%34%35%36%37%38%

32%31%

37%

Age

% o

f soc

ial g

amer

s

18

Time spent on mobile apps has dwarfed time users spend on the mobile web. Smartphone users spend over 127 minutes per day on mobile apps.

Flurry via Business Insider via H.EngageNovember 2012

43%

26%

10%

10%

11%

Time spent per type of smartphone app*

*iOS and Android only

Games

Entertainment

Social networking

Utilities

Other

Gaming is the most engaging smartphone appNEW

19

Online and videos

20

Those between the ages of 45-54 spent the most time online, averaging almost 40 hours per month.

ComScore via H.EngageQ1 2011

12-17 18-24 25-34 35-44 45-54 55-64 65+

22.3

32.2

35.837.4

39.3

36.5

33.7

Average hours spent online per person per month

Adults average 32 hours per month online






21

The U.S. online video market attracts an average of 75 million viewers daily and streams nearly 40 billion videos per month.

ComScore via H.EngageFebruary 2013

Netflix.com

Microsoft sites

AOL, Inc.

Yahoo! sites

VEVO

Hulu

Google sites

- 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 180,000 200,000

5,431

5,744

7,199

7,330

7,626

8,875

188,758

# videos viewed on top sites in a year (billions)

Online video demandNEW

22

Mobile

23

Most U.S. adults are skilled multitaskers. 57% of the time we’re using our smartphone, we’re also using another device.

Think with Google via H.EngageAugust 2012

The multi-screen living room

81% 66% 66%

Use smartphone and television together

Use smartphone and PC/laptop together

Use PC/laptop and television together

% of U.S. adults that use more than one device simultaneously

NEW

Pew Research Center via H.EngageNovember 2012

Men Women

81% 80%

Gender

Whi

te, N

on-H

ispan

ic

Black

, Non

-Hisp

anic

Hispan

ic

79% 80%85%

Race

Less than $30,000

$30,000 - $49,999

$50,000 - $74,999

$75,000 +

78% 78%

89% 90%Income

65%

75%

85% 86%

Education

80% of Americans text

Cell phone users across all demographic groups send and receive text messages.

24

NEW

25Nielsen via H.EngageMarch 2010

% of cell owners that text by age

Those under 18 exchange twice as many text messages as those in the 18 – 24 age group.

< 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 + 0

500

1000

1500

2000

2500

3000

631

981 952 896757

587398

2779

1299

592441

23480 32

Average monthly voice and text usage by age

Voice minutes used Texts sent / received

Text message and voice behaviors by age segmentNEW






26

Low income (<$15,000) 18 – 24 year olds are 18% more likely to have a smartphone than high income ($100,000 +) 55 – 64 year olds.

U.S. avg. = 46%


18 - 24 25-34 35-44 45-54 55-64 65+0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

56%

43%

31%

18%16% 16%

53%

58%

44%

32%

17%15%

69%

64%

50%

30%

23%

16%

70%

65%

52%

41%

27%

21%

65%

74%

63%

51%

42%

24%

77%80%

75%

60%

48%

38%

Smartphone penetration by age and income<$15,000 $15,000 - 35,000 $35,000 - 50,000 $50,000 - 75,000

$75,000 - 100,000 $100,000 +

Smartphones are helping close the technology access gap for low income employees

UPDATED

45% of American adults own a smartphone.


UPDATED

Smartphone Other cell phone No cell phone0%

10%

20%

30%

40%

50%

60%

35%

48%

17%

45%42%

13%

U.S. cell phone ownership

May-11 Dec-12

The majority of Americans are smartphone users

27

A feature phone is a mobile phone that has less computing ability than a smartphone, but more than a basic mobile phone.

A smartphone is a mobile phone that offers advanced computing ability and connectivity.

28

While Asian Americans lead smartphone adoption, almost 3 in 5 Hispanic mobile subscribers own a smartphone.

Nielsen via H.EngageMay 2012

Asian/Pacific Islander Hispanic Black/African American White0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

67%

57% 54%

45%

33% 43% 46% 55%

Smartphone ownership by ethnicitySmartphone Feature phone

U.S. smartphone penetration by ethnicityNEW

29

52% of smartphone owners have a phone that runs on the Android operating system, far surpassing Apple’s iOS system.

Nielsen via H.EngageDecember 2012

52%

35%

7%

2% 5%

Android

Apple iOS

Blackberry

Windows phone

Top U.S. smartphone operating systems

Others

NEW

Employee apps that run on iOS only are inherently less inclusive

30

56% of U.S. cell phone users access the Internet on their mobile phones.

Pew Research Center via H.Engage November 2012

Used mobile media56%

Did not use mobile media

44%

% of U.S. mobile audience using mobile media

Mobile beyond calling and textingUPDATED

31

Social media

32

Facebook continues to dominate time spent on social networking sites, accounting for 4 out of 5 hours on social networking sites.

ComScore via H.EngageFebruary 2013

83%

6%

2%

2% 1%6%

Share of time spent on social networking sites

Facebook Tumblr.com Pinterest Twitter LinkedIn Other

Facebook is the most popular social networking site/blogNEW

33

Increased utilization of mobile phones and social media is especially pronounced in the 55+ age segment.

13-17 18-34 35-54 55+

16%

61%68%

109%

Year-over-year mobile Internet growth to social networking sites

Nielsen via H.EngageMay 2011

In mobile and social, older adults are catching up

34

Computers are still the predominant way that people access social media; however, mobile phone access increased 9% between 2011 and 2012.

Nielsen via H.EngageDecember 2012

E-Reader

Game console

Internet enabled television

Handheld music player

Tablet

Mobile phone

Computer

0% 20% 40% 60% 80% 100% 120%

2%

3%

2%

7%

3%

37%

97%

3%

4%

4%

7%

16%

46%

94%

How we access social media2012 2011

% of social media users

Most access social media on their computerNEW

35

“Likes”“Liked” a friend’s content 14 times

Photos12% of users tagged a friend in a photo

Messages Sent 9 messages

Friend requests

40% of users made a friend request

Contribute Receive

35% were tagged in a photo

63% received a friend request

Had their own content “liked” 20 times

Received 12 messages

The rest of users receive more information and feedback from their connections than they contribute.


20 – 30% of Facebook users drive the majority of activity

36

Untagged pho-tos

Deleted comments

Unfriended someone

0%

10%

20%

30%

40%

50%

60%

70%

30%36%

56%

37%44%

63%

Privacy actions taken on social network-ing sites

2009 2011

% o

f u

se

rs


58%19%

20%

Privacy settings

Private

Partially private (friends of friends)

Completely public

Majority of users now restrict access to their profiles and manage the information available about them.

More are taking steps to manage their social network image

37

Most use social media platforms to stay in touch with family members and friends (both new and old).

Stayin

g in

touc

h with

curre

nt fr

iend

s

Stayin

g in

touc

h with

fam

ily

Conne

cting

with

old

frie

nds y

ou've

lost

touc

h with

Conne

cting

with

oth

ers w

ith sh

ared

hob

bies

or i

nter

ests

Mak

ing

new fr

iend

s

Readi

ng co

mm

ents

by ce

lebr

ities,

athl

etes

or p

olitic

ians

Find

ing

pote

ntia

l rom

antic

or d

atin

g pa

rtner

s

67% 64%

50%

14% 9% 5% 3%

Major reason adults use social networking sites

Pew Research Center via H.EngageNovember 2011

66% of adults use an online social media platform

38

Global

39

Mobile phones are a constant for consumers around the globe regardless of demographics or geography.

Nielsen via H.EngageFebruary 2013

India

Turkey

Brazil

Russia

United States

United Kingdom

Italy

Australia

China

South Korea

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

80%

61%

44%

51%

38%

30%

27%

31%

25%

23%

10%

19%

36%

37%

53%

61%

62%

65%

66%

67%

9%

20%

21%

11%

9%

9%

11%

4%

9%

10%

Global smartphone useMultimedia phone Smartphone Feature phone

% of mobile phone users

The mobile consumer around the globeNEW

40

Prepaid plans are far more popular outside of the United States.

Nielsen via H.EngageFebruary 2013

India Russia Italy Brazil China Turkey Australia UK US Korea0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

84%

74%

66%

55%51% 50%

21%17% 15%

2%

92%

74%80%

74%

59% 59%55% 55%

30%

2%

Pre-paid mobile service around the globeSmartphone Feature phone

How global consumers pay for mobileNEW

41

Appendix

42

Under 5

years

5 to 9 years

10 to 14

15 to 19

20 to 24

25 to 29

30 to 34

35 to 39

40 to 44

45 to 49

50 to 54

55 to 59

60 to 64

65 to 69

70 to 74

75 to 79

80 to 84

85 to 89

90 to 94

95 to 99

100 +0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

7.0%

8.0%

6.5% 6.6% 6.7%

7.1% 7.0% 6.8%6.5% 6.5%

6.8%

7.4% 7.2%

6.4%

5.4%

4.0%

3.0%

2.4%

1.9%

1.2%

0.5%0.1% 0.0%

% of U.S. population by age

U.S. Census Bureau via H.Engage2010

Level setting

A look at the U.S. population

Millennials (20-35)

Generation X (36-47)

Young Boomers (48-57)

Older Boomers (58-66)

Silent Generation (67-75)

1 April 2013 Data Book. All the best, Vlad Gyster At H.Engage, we believe that the best way to influence change is to be equipped with the right data.

Documents

new slide

google pew research

decline slide

years old pew research

introduction slide

data book slide

recent research

mobile phones