understanding students online iab and the student room research april 2011
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Understanding students online IAB and The Student Room Research April 2011
Overview
• The IAB, Internet Advertising Bureau and The Student Room, the world’s largest student site, researched thestudentroom.co.uk audience with a view to understanding students online usage, how they are accessing the internet and to gain an understanding of the role that online plays in research and purchase decisions
• Online questionnaire hosted by Survey Monkey and distributed to students on thestudentroom.co.uk website
• Fieldwork 3 weeks across Jan 2011
• Survey sample size of 1000+ completed responses
• Natural fall out of demographics
Time spent online
Favourite past time is browsing the web
Source: IAB/studentroom.co.uk - January 2010
Watching TV
Going on Facebook
Reading books
Browsing the web Hanging out with friends
1. 2. 3.
6.4. 5.
Hobbies
20%
16% 15%
11%9% 9% 8% 8% 7% 7% 6% 6% 6%
5% 4% 4% 4% 3%2%%
Average % share of free time spent doing any of the following:
Socialising online is equal to offline and is more popular than engaging in hobbies or sport
Source: IAB/studentroom.co.uk - January 2010
More free time spent on community sites/forums than
Shopping offline and watching DVDs
Lapto
p
Mp3 pl
ayer
/ ipod
Telev
ision
Stand
ard Mob
ile
Smart
phon
e e.g
iphon
eRad
io
Bicycle
Deskto
p PC
Ninten
do DS
Ninten
do W
ii
SLR Digi
tal ca
mera A car
Xbox 3
60
Plays
tation
3
Table
t e.g
i-pad
eRea
der e
.g Kin
dle
Motorbi
ke or
scoo
ter
80%73%
57% 55%
43% 42% 40%33%
25% 24% 24%17% 16%
13%
5% 3% 2%
%
More visitors to The Student Room site own laptops than TVs
Which of the following do you personally own (as opposed to being able to make use of someone else’s)?
Source: IAB/studentroom.co.uk - January 2010
…and are using their laptops to view TV shows daily – as often as on the communal TV set
A TV set in communial space (e.g lounge)
A laptop A TV set in bedroom A desktop computer
54 4928 19
2219
1211
11 16
918
13 16
51 53
Daily A few times a week A few times a month Never
%
Source: IAB/studentroom.co.uk - January 2010
How often do you typically watch TV shows?
Source: IAB/studentroom.co.uk - January 2010
Majority spending between 3-4 hours online per day…
2%17%
37%29%
7%9%
Less than an hour1-2 hours3-4 hours5-6 hours7-8 hours8 hours +
Typically how much time do you spend online per day?
…of which is accessed via different devices Rise in online smart phone usage expected in 2 years time
58
22
12 105 4 2 2
54
17 1913
5 4 5 3
NowExpect to in 2 years time
%
Source: IAB/studentroom.co.uk - January 2010
Of time spent online per day, average % accessed using the following devices
50% access the internet via a smartphone everyday – this is
expected to rise to 76% in 2 years time
98
60 5951 49
43 40 39
29 2923 20 18 15
Aver
age
min
utes
per
day
Source: IAB/studentroom.co.uk - January 2010
Average minutes spent per day on the following type of sites
More time spent per day on social networking sites than academic/research sites
Majority commenting… and watching video online
Write blog posts
Upload video to YouTube, Vimeo, Facebook etc.
Tweet Play games on Facebook
Play online games in a web browserParticipate in groups on social networks
Play games online through a PC or games console
Discuss and debate on forum sitesChat on social networking sites
Chat on Instant MessengerWatch on demand TV online
Share photos on social networking sitesUpdate social networking status
Click that you 'Like' things (Facebook thumbs up)
Watch video online
Comment on photos, videos or status updates
13%14%
18%19%
20%27%27%
39%43%
46%50%
51%60%
63%66%
69%
Regular activities online
Source: IAB/studentroom.co.uk -January 2010
Online Research and Purchasing
Students value opinions from friends on social networking sites… but still open to views from other trusted sources
56%51% 50%
10%3%
Source: IAB/studentroom.co.uk - January 2010
Before making a decision to purchase whose opinions online do you value when researching on the internet?
Product review sites seen as the most helpful in aiding purchase decision making
72%
35% 34% 31%23%
11%
Source: IAB/studentroom.co.uk - January 2010
What type of sites are the most helpful to you when making purchase decisions?
Online community sites seen to be as helpful as price comparison sites
Search engines most commonly used to research before purchasing
Search Engines Online shops Review sites Manufacturer/Brand website
Community/Forum sites
Social Networking sites
6652 49 42
205
2840 39
44
44
31
6 9 12 1436
64
FrequentlyOccasionallyNever
%
If you want/need to buy something, how often do you research your purchase using the following? (For example, this could be something from a new laptop to a pair of jeans?
Source: IAB/studentroom.co.uk - January 2010
How often do you research purchases before you buy using any of the following?
Word of mouth builds brand awareness
From a fan page on Facebook
From a magazine article
From an advertisement in a magazine
From a TV programme
From likeminded people or friend on a forum/community site
From an online Advertisement
From a friend on a social networking site
From a newspaper/magazine
From a news, entertainment, fashion website etc.
From a TV advert
From a friend in person
20%
28%
31%
34%
37%
37%
39%
40%
42%
54%
71%
Where do you tend to find out about cool new products and services?
Source: IAB/studentroom.co.uk - January 2010
Online retailers most frequently used sites to purchase
Online retailer (e.g. Amazon, ebay)
High street shop website (topshop,
asos)
Official Website of a brand/product
Through price comparison sites
A social networking site
65
3419
7 2
31
4757
28
9
519 24
6589
FrequentlyOccasionallyNever
%
How often do you use the following types of website to make an online purchase?
Source: IAB/studentroom.co.uk - January 2010
Price and quality most influential factors
Price Quality Recommendation Convenience Keeping up with the latest trends
83 73
36 3316
16 25
54 56
35
1 1 10 11
49
Very Moderately Not Very
%
How important are the following factors in influencing what and where you buy things online?
Source: IAB/studentroom.co.uk - January 2010
Paid for content is driven by apps
a paid for app for iphone, ipad or
equivalent
online gaming credits
a virtual gift a paid content subscription (e.g
The Times)
a paid for app for facebook
58%
30% 26% 23%
4%
Over a third of the total sample have paid
for one or more of the following
The majority of users paying for content online are buying apps for their iphone/ipad
Source: IAB/studentroom.co.uk - January 2010, base – all who have paid for content online
Music, books and games preferred purchases online
71% 70%
50% 48%43% 41% 37% 36%
23%16% 14% 11% 10% 10% 7%
Source: IAB/studentroom.co.uk - January 2010
Which of the following types of purchases would you make online as opposed to in an actual store?
Brands on Social Sites
Source: IAB/studentroom.co.uk - January 2010
Large majority have seen brands advertising on social sites
83%
17%YesNo
Do you follow or are you friends with brands on social sites?
Source: IAB/studentroom.co.uk, January 2010
Almost a third do follow or are friends with brands on social sites
30%
70%YesNo
8 out of top 10 mentioned were fashion brands
Which brands do they follow?
*Top 10 mentioned brands
Discounts Exclusive content Competitions My friends do Petitions and polls Funny videos
35%30%
24%
8% 8% 6%
76%
28%35%
6% 8% 6%
If answered yes - why?If answered no - what would encourage you to?
Source: IAB/studentroom.co.uk - January 2010
Majority follow (or would follow) brands for discounts and exclusive content
Summary
• Time spent online is evolving across platform
• Free time spent ‘hanging out with friends’ is equal to free time spent on Facebook
• More time spent on social networking sites than academic, career or college websites
• Online peers considered almost as helpful as real life friends online in terms of aiding a purchase decision
→ Community sites as helpful as price comparison sites in aiding decision making
• Potential for discounts and exclusive content to encourage greater brand following on social sites
Contact Us
Kailan D’ArcyMarketing Executive
The Student [email protected]
01273 624 948
Jamie O’ConnellMarketing DirectorThe Student Room
01273 624 948