H.Engage Data Book April 2013

April 2013 Data Book

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1

Introduction

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.

All the best,

Vlad Gyster
Co-founder, CEO
vlad@hengage.com
617-858-5238
2

The headlines

91% of smartphone owners text
87% of U.S. adults own a cell phone
Pew Research Center, Dec. 2012
Pew Research Center, Nov. 2012

of smartphone owners use
71% them at work
Think Insights with Google
Gaming is the #2
online and mobile
activity of adults < 50 years old use text
Pew Research Center, Sept. 2012
92% messaging
Pew Research Center, Nov. 2012

Americans have Average gamer is 30
tripled the amount of years old
time they spend
consuming media on Social media is Internet usage:
their mobile phones the #1 online and 81% percent of adults
since 2009, while mobile activity. use the internet. 17%
47% 53%
time spent reading 67% of adults use their mobile phone
Women Men
print continues to use social as their primary Internet
decline networking access
Business Insider, Oct. 2012 Pew Research Center, 2013 Pew Research Center, 2011
ESA, 2012
3

NEW
How media consumption has changed from 2009 - 2012
Americans are paying less attention to print, and far more attention to
mobile phones.

How Americans are consuming media
2009 2010 2011 2012

30%
4%
26%
% of media consumption time

25%
25%
Mobile phones have
20% tripled their share
since 2009
Print continues its
decline
15%
200% 12%

10% 9% 33%
6%
5% 4%

0%
Online Mobile Print

eMarketer via Business Insider via H.Engage
October 2012 4

UPDATED
87% of adults own a cell phone
Relative to other technologies, cell
phones are unmatched in their adoption
rates.

% of U.S. adults who own technology

87%

61% 58%

43% 43%
31%
26%

Cell phone Laptop Desktop MP3 player Game Tablet e-Book reader
console

Pew Research Center via H.Engage
December 2012 5

NEW
Landline vs. mobile phone penetration
Landline-only households have declined as households with one or more
cellphones have increased drastically.

U.S. phone penetration
Landline One or more cell phones
100%
86%
90%
80%
% of U.S. households

84%
70%
60%
50%
40%
30%
20%
10%
0%

Marketing Charts via H.Engage
September 2007 6

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

U.S. smartphone penetration
Smartphone Feature phone
80%
71% 70% 70%
70% 66% 64%
62% 63%
59% 58% 57% 57%
% of U.S. mobile subscribers

60% 56% 56% 54%
52% 52% 50%
50% 43% 44% 44%
38% 37% 37% 40% 41% 42% 48%
40% 35% 36% 46% 48%
30%
30%

20%

10%

0%

Nielsen via H.Engage
March 2012 7

Lower income brackets are the fastest growing adopters of
smartphones
17% of people use their smartphones as their primary access to the Internet.

Smartphone ownership by household income
May-11 Feb-12
80%
15%
70% 68%
% of adults who own smartphone

59% U.S. avg
60% 55% 15% 29% (50%)
46% 49%
50%
40% 38%
40% 34%
30%
22%
20%

10%

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

March 2012 8

NEW
Everybody texts
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.

Text messaging by age
May-11 Sep-12
100% 95% 97%
92%
% of mobile phone owners 18 and over

90% 85%
80% 72%
70%
58%
60%
50%
40% 34%
30% 24%
20%
10%
0%
18-29 30-49 50-64 65+
Millennials (20 – 35) Young Boomers (48 – 57) Silent Generation (67 – 75)

Generation X (36 – 47) Older Boomers (58 – 66)

November 2012 9

NEW
Using text messaging as a communication tool
Text messages have a drastically larger open and response rate in
comparison to other forms of communication for marketing.

Open rate Response rate

SMS 98% SMS 45%

Emails 20% Emails 6%

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

Marketing Profs via H.Engage
March 2013 10

NEW
Among smartphone users, sending text messages is the top
activity
Top activities for smartphone owners
Dec-12 Dec-11

Sent text 91%
74%

Took photos 83%
60%

Used email 78%
41%

Accessed weather 67%
35%

Accessed social networking 65%
35%

Accessed search 58%
30%

Played games 53%
31%

Accessed maps 51%
27%

Accessed news 49%
26%

Listened to music 48%
24%

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

ComScore via H.Engage
December 2012 11

UPDATED
81% of adults use the Internet
Internet use is almost ubiquitous among working age adults (18-64).

% of U.S. adults who use the Internet
94%
89% U.S avg. (81%)
77%

54%

18-29 30-49 50-64 65+



February 2013 12

Top online activities for American adults
Email, searching and social networking are among popular online
activities.

Email is an
extremely effective
% of American adults who do this online communication tool

Email 91%
Search engine 91%
Driving directions 84%
Check weather 81%
Health / medical info 80%
News 78%
Social networking 69%
Banking 61%
Play online games 36%

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

September 2012 13

Time spent on online activities
Social networking continues to dominate time spent online.

% of American adults’ online activities

Social networks 23%
Online games 10%
Email 8%
Search engine 4%
Videos / movies 4%
Instant messaging 4%
Portals 4%
Classified / auctions 3%
Entertainment 3%
Software manufacturers 3%

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

September 2012 14

NEW
Social networking use by age group
67% of adults use online social networking sites.

Social networking users by age
All Internet users 18 - 29 30 - 49 50 - 64 65+
100%

90%

80% 83%
77%
70%
67%
60%

50% 52%

40%

30% 32%

20%

10%

0%
Aug-06
Aug-05

Aug-07

Aug-08

Aug-09

Aug-10

Aug-11

Aug-12
Feb-05

Feb-06

Feb-07

Feb-08

Feb-09

Feb-10

Feb-11

Feb-12
Nov-05

Nov-06

Nov-07

Nov-08

Nov-09

Nov-10

Nov-11

Nov-12
May-06
May-05

May-07

May-08

May-09

May-10

May-11

May-12
February 2013 15

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.

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

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

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

Research by Nicholas Christakis
16

Who’s playing social games?
The average social gamer is 30 years old.

Gender Age
% of social gamers 38% 37%
37%

% of social gamers
36%
35%
34%
Women 33%
Men 32%
47% 32%
53% 31%
31%
30%
29%
28%
Under 18 18 - 35 36 +

ESA via H.Engage
2012
17

NEW
Gaming is the most engaging smartphone app
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.

Time spent per type of smartphone app*

Other
11%

Utilities
10% Games
43%

Entertainment
10%

Social networking
26%

*iOS and Android only

Flurry via Business Insider via H.Engage
November 2012 18

Online and videos

19

Adults average 32 hours per month online
Those between the ages of 45-54 spent the most time online, averaging
almost 40 hours per month.

Average hours spent online per person per month
39.3
37.4 36.5
35.8
33.7
32.2

22.3

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



Q1 2011 20

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

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

Google sites 188,758

Hulu 8,875

VEVO 7,626

Yahoo! sites 7,330

AOL, Inc. 7,199

Microsoft sites 5,744

Netflix.com 5,431

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

February 2013 21

NEW
The multi-screen living room
Most U.S. adults are skilled multitaskers. 57% of the time we’re using our
smartphone, we’re also using another device.

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

81% 66% 66%

Use smartphone Use smartphone Use PC/laptop
and television and PC/laptop and television
together together together

Think with Google via H.Engage
August 2012 23

NEW
80% of Americans text
Cell phone users across all demographic groups send and receive text
messages.
Race Income 89% 90%

85%
79% 80%
78% 78%

White, Non- Black, Non- Hispanic Less than $30,000 - $50,000 - $75,000 +
Hispanic Hispanic $30,000 $49,999 $74,999

Gender Education
85% 86%

81% 80% 75%

65%

Men Women No high High school Some college College +
school grad
Pew Research Center via H.Engage diploma
November 2012 24

NEW
Text message and voice behaviors by age segment
Those under 18 exchange twice as many text messages as those in the
18 – 24 age group.
Average monthly voice and text usage by age
Voice minutes used Texts sent / received
3000 2779

2500

2000

1500 1299
981 952
1000 896
757
631 592 587
441 398
500
234
80 32
0
< 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 +



March 2010 25

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

Smartphone penetration by age and income
<$15,000 $15,000 - 35,000 $35,000 - 50,000
90% $50,000 - 75,000 $75,000 - 100,000 $100,000 +
80%
80% 77%
75%
74%
69%70%
70% 65% 64%65% 63%
60%
58%
60% 56%
53% 52%
50% 51%
48%
50% U.S. avg. = 46%
43% 44%
41% 42%
38%
40%
31% 32%
30%
30% 27%
23% 24%
21%
18%
20% 16%17% 16%15%16%

10%

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

February 2012 26

UPDATED
The majority of Americans are smartphone users
45% of American adults own a smartphone.
A smartphone is a
mobile phone that
offers advanced
computing ability
and connectivity.

U.S. cell phone ownership A feature phone is a
mobile phone that has
May-11 Dec-12 less computing ability
60% than a
smartphone, but more
48% than a basic mobile
50% 45% phone.
42%
40% 35%

30%

20% 17%
13%
10%

0%
Smartphone Other cell phone No cell phone

February 2013 27

NEW
U.S. smartphone penetration by ethnicity
While Asian Americans lead smartphone adoption, almost 3 in 5 Hispanic
mobile subscribers own a smartphone.

Smartphone ownership by ethnicity
100%
33% 43% 46% 55%
90%
80%
70%
60% 67%

50% 57%
54%
40% 45%
30%
20%
10%
0%
Asian/Pacific Islander Hispanic Black/African American White

May 2012 28

NEW
Top U.S. smartphone operating systems
52% of smartphone owners have a phone that runs on the Android
operating system, far surpassing Apple’s iOS system.
Others
Windows Employee apps
phone that run on iOS
only are
2% 5%
inherently less
inclusive
Blackberry
7%

Android

Apple iOS 52%
35%

December 2012 29

UPDATED
Mobile beyond calling and texting
56% of U.S. cell phone users access the Internet on their mobile phones.

% of U.S. mobile audience using mobile media

Did not use
mobile media
44%
Used mobile media
56%

November 2012 30

NEW
Facebook is the most popular social networking site/blog
Facebook continues to dominate time spent on social networking
sites, accounting for 4 out of 5 hours on social networking sites.

Share of time spent on social networking sites
Facebook Tumblr.com Pinterest Twitter LinkedIn Other
1%
2% 2% 6%

6%

83%

February 2013 32

In mobile and social, older adults are catching up
Increased utilization of mobile phones and social media is especially
pronounced in the 55+ age segment.

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

109%

68%
61%

16%

13-17 18-34 35-54 55+

May 2011 33

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

How we access social media
2012 2011

94%
Computer 97%

46%
Mobile phone 37%

16%
Tablet 3%

7%
Handheld music player 7%

4%
Internet enabled television 2%

4%
Game console 3%

3%
E-Reader 2%

0% 20% 40% 60% 80% 100% 120%
% of social media users
December 2012 34

20 – 30% of Facebook users drive the majority of activity
The rest of users receive more information and feedback from their
connections than they contribute.

Contribute Receive

12% of users tagged a 35% were tagged in a
Photos
friend in a photo photo

Friend 40% of users made a 63% received a friend
requests friend request request

“Liked” a friend’s Had their own content
“Likes”
content 14 times “liked” 20 times

Messages Sent 9 messages Received 12 messages

February 2012 35

More are taking steps to manage their social network image
Majority of users now restrict access to their profiles and manage the
information available about them.

Privacy settings Privacy actions taken on social
networking sites
Private 2009 2011
Partially private (friends of friends) 70% 63%
Completely public 60% 56%
50% 44%

% of users
20% 40% 37% 36%
30%
30%
20%
19% 58% 10%
0%
Untagged Deleted Unfriended
photos comments someone

February 2012 36

66% of adults use an online social media platform
Most use social media platforms to stay in touch with family members
and friends (both new and old).

Major reason adults use social networking sites

67%
64%

50%

14%
9%
5%
3%

Staying in touch with Staying in touch with Connecting with old Connecting with Making new friends Reading comments Finding potential
current friends family friends you've lost others with shared by celebrities, athletes romantic or dating
touch with hobbies or interests or politicians partners

November 2011 37

NEW
The mobile consumer around the globe
Mobile phones are a constant for consumers around the globe regardless
of demographics or geography.
Global smartphone use
Multimedia phone Smartphone Feature phone

10%
South Korea 67%
23%
9%
China 66%
25%
4%
Australia 65%
31%
11%
Italy 62%
27%
9%
United Kingdom 61%
30%
9%
United States 53%
38%
11%
Russia 37%
51%
21% 36%
Brazil 44%
20%
Turkey 19%
61%
9%
India 10%
80%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
% of mobile phone users

February 2013 39

NEW
How global consumers pay for mobile
Prepaid plans are far more popular outside of the United States.

Pre-paid mobile service around the globe
100% 92%
90% 84%
80%
80% 74% 74% 74%
70% 66%
59% 59%
60% 55% 55% 55%
51% 50%
50%
40%
30%
30%
21%
20% 17% 15%

10% 2% 2%
0%
India Russia Italy Brazil China Turkey Australia UK US Korea

February 2013 40

Level setting
A look at the U.S. population
% of U.S. population by age
8.0%
7.4% 7.2%
7.1% 7.0%
7.0% 6.7% 6.8% 6.8%
6.5% 6.6% 6.5% 6.5% 6.4%

6.0%
5.4%

5.0%

4.0%
4.0%

3.0%
3.0%
2.4%
1.9%
2.0%
1.2%
1.0%
0.5%
0.1% 0.0%
0.0%
Under 5 to 9 10 to 15 to 20 to 25 to 30 to 35 to 40 to 45 to 50 to 55 to 60 to 65 to 70 to 75 to 80 to 85 to 90 to 95 to 100 +
5 years 14 19 24 29 34 39 44 49 54 59 64 69 74 79 84 89 94 99
years

Millennials (20-35) Young Boomers (48-57) Silent Generation (67-75)

Generation X (36-47) Older Boomers (58-66)

U.S. Census Bureau via H.Engage
2010 42

H.Engage Data Book April 2013

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