A savvy client just forwarded me excerpts of the 2009 digital future project release highlights from the Center for the Digital Future at USC Annenberg School for Communication.
He is trying to coax his Fortune 500 company to into the 21st century as it relates to how they use the Web with their retailers. He fears they aren’t ready and will have a tough time catching up. Our passion is helping clients be ready.
Here are some interesting findings:
* Internet users are reading more news from online newspaper sites now (53 minutes a week) versus 41 minutes/week in 2007. Center Director Jeffery I. Cole states ” We’re clearly now seeing a path to the end of the printed daily newspapers — a trend that is escalating much faster than we anticipated”. 22% of respondents had cancelled their print subscription because they found it all online.
* This trend is not US specific and is happening across the globe in countries that reach 30% internet penetration
* Only 15% of US households now don’t have a computer
* In 1994 fewer than 20% of Americans used the Internet. In 2009 more than 80% use it. This is a monumental consumer shift in 15 short years.
* We spend an average of 17 hours a week online with younger groups spending more time — but older Americans age 66+ increased their usage from 29% in 2000 to 40% in 2009
* 17 hours a week average usage spans a wide range, from “light users” 2.8 average hours/week to 42 average hours/week for “heavy users”.
* The more you use the Internet, the less concerned you are with the privacy of personal information. Not surprisingly — non users report the highest levels of concern.
* 97% of us use email; 65% of us buy online; 52% of us say the Internet is important in helping us maintain our relationships (up from 45% in 2007)
Clearly we are witnessing a tectonic shift in human behavior that brand advertisers and their retail networks need to be equipped for. Local Google AdWords, social networks, and retailer websites are all more important now than ever. Are you ready?
For a complete Retail Readiness Report auditing your dealer network and brand readiness, email, comment or call.