Americans spend 32.7 hours a week online

Internet is the medium on which online users spend the most time (32.7 hours/week), according to IDC. This is equivalent to almost half of the total time spent each week using all media (70.6 hours), almost twice as much time as spent watching television (16.4 hours), and more than eight times as much time as spent reading newspapers and magazines (3.9 hours).

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Older teens are more active online than adults

Older teens (18-21) do rank the internet high in importance for some activities, according to Ipsos Reid. 77% of teens (and 46% of adults) lost touch. 68% of teens (and 38% of adults) participate in live, online chat, 52% of teens (and36% of adults) visit/browse an online social network/community.

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In 2007, internet use in Australia surpassed TV watching for the first time - 13.7 hours per week vs. 13.3 hours - and mobile use quickly approached saturation, according to Nielsen Online’s 10th Australian Internet and Technology Report.

TV use in 2006 was at 13.8 hours per week, compared with 12.5 hours of internet use; 2005 levels were even further apart (13.2 hours vs. 8.9):

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In a 2007 survey by Youth Trends, full-time students at four-year colleges said they spent an average of 19.2 hours online per week, one hour more than in the previous year.

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A high level of blog interest, or online buzz, around new product launches is tightly linked to paid media spending, according to a new study by The Nielsen Company that analyzed blog buzz volume, ad spending, purchase intentions and actual product sales for newly launched consumer packaged goods (CPG).

On average, the top 10% of products with the most buzz spent nearly $20 million on paid media for the launch.

In contrast, the companies that generated the next 40% of blog buzz spent an average of $15 million.

Companies that generated the bottom 50% spent an average of only $5 million.

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60% of workers waste 1.7 hours a day

60% of workers surveyed by Salary.com admit to wasting time at work with the average employee wasting 1.7 hours of a typical 8.5 hour working day. Personal Internet use topped the list as the leading time-wasting activity according to 34% of respondents, with 20.3% then listing socializing with co-workers and 17% conducting personal business as taking up time.

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Consumers who search online for televisions and digital cameras spend 10% more when making their in-store purchases compared with those who did not use a search engine, according to a Yahoo!/ChannelForce survey. The in-person survey was conducted in February and March 2007 at Best Buy, Circuit City, Fry’s and Target stores.

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Forrester: Marketers Embracing Social Media

Marketers are increasingly incorporating social media tools into their marketing plans, Ad Age reports, citing a report by Forrester analyst Brian Haven. Some 40 percent of marketers now use RSS in their marketing communications, a healthy increase from the 10 percent that did so in 2005, according to the report.

Use of blogs is also up, with 34 percent of marketers now using them as opposed to the 13 percent in last year’s study.

Moreover, 25 percent of marketers now use podcasts, and 22 percent leverage user-generated content. Social networks have the lowest rate of adoption: 20 percent.

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Richer Rich Media, Video Boost Online Ad Performance

Brand Favorability: An Expandable Video ad was nearly twice as likely to generate a “Very Favorable” opinion about the brand advertised than an In-Page Flash ad among respondents - a 77 percent brand favorability lift.

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Richer Rich Media, Video Boost Online Ad Performance

Ad Favorability: An In-Page Video ad generated a 108 percent ad favorability lift compared with a GIF ad.

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Richer Rich Media, Video Boost Online Ad Performance

Brand Awareness: A Video Wall ad generated the most brand awareness; 23 percent of respondents exposed to this type of ad were able to freely recall the advertised product - that’s a 229 percent unaided brand awareness lift over the tested GIF ad.

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Men average 458 minutes of monthly wireless phone usage, and women average 453 minutes. The largest historical gaps since the survey’s inception in 2001 were in 2002, when men averaged 589 minutes and women talked only 394 minutes, and in 2005, when men averaged 571 minutes and women talked only 424 minutes. AT&T survey results also indicate that 45% of wireless subscribers use the text- messaging features on their device and 44% use the camera feature; 17% of subscribers play games on their wireless device and 11% access wireless e-mail. Women use the gaming, camera and text-messaging features more frequently, and men use their device for wireless e-mail and accessing the Internet more frequently than women. Both men and women continue to use cell phones more than home phones on average (455 minutes compared with 394 minutes), a trend that began in 2005. Women, on average, spend more time on home phones than men; women talk for 532 minutes compared with only 237 minutes for men.

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On average online broadband users devote 27 percent of their online time to leisure/entertainment, and an additional 27 percent for communication, followed by 9 percent on finding news and information, 15 percent on personal productivity and 12 percent on shopping.

The study examines how and where broadband users access entertainment content and information online (e.g., learn about new artists, buy related products, read reviews, use a program guide) and finds that media habits of modern consumers are shifting in the wake of iTunes, YouTube, MySpace and other “longtail” entertainment sites.

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Broadband users now spend 48 percent (about one hour and 40 minutes) of their spare time online during a typical weekday. Some 54 percent (54 minutes) of that online time is spent accessing activities related to entertainment and communication, according to “Netpop | Play,” a new report by research firm Media-Screen, MarketingCharts writes.

“We have found that consumers, on a typical weekday, spend more than 40 percent of their time consuming media online. As more of the population goes online and there are more marketing channels, it will be imperative for the entertainment industry to know how to effectively allocate marketing and advertising dollars,” said Josh Crandall, managing director of Media-Screen.

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Gmail Users Fewer - but Younger, Richer - Than Yahoo’s & Hotmail’s

The marketshare of US visits to Google’s Gmail increased 17 percent from February 2007 to April 2007 and was up 30 percent from April 2006 to April 2007, writes MarketingCharts (via Hitwise). Google’s Gmail opened up access to all on February 14, 2007.

Yahoo Mail and Hotmail, however, remain the dominant Web-based email services: Yahoo’s April 2007 share of visits was 13 times greater than Gmail’s; Hotmail’s was 6 times greater.

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Long tagged the pursuit of choice for teenage males, the profile of today’s gamer casts a broad demographic net, reports Ad Age. Today, teenagers account for only 17 percent.

Surprisingly, women represent 42 percent of gamers and typically play casual, single-person games online. And finally, 80 percent of online gamers hail from middle class backgrounds, pulling in between $35,000 to $75,000 per year.

Seventeen percent of gamers keep online casinos afloat, while at the other end of the spectrum, 20 percent of gamers include kids aged 6 to 12. Fifty-four percent of gamers are console owners, while 41 percent are on a handheld system, like the Nintendo DS and Sony PSP.

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Survey: One in Five Bring Laptops on Vacation

One in five people bring their laptops along while vacationing, according to an AP-Ipsos poll. 80 percent also said they won’t go on holiday without their cell phones.

Those under 40 were more likely to bring their laptops than those between the ages of 50 and 64. White males topped those who couldn’t part with technology while on vacation.

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Internet usage in India continues to grow at a slow but steady pace, both in breadth and depth, with the overall Internet-using population in urban India reaching 30.32 million - a growth of 28 percent from April 2006 to April 2007 - according to the “India Online 2007″ study from JuxtConsult, MarketingCharts reports.

Broadband is reaching more online urban Indians:

• At least 3 of 4 regular internet users (77 percent) who access the net from home now do so using some form of a broadband or superior connection.
• At least 74 percent of office-based usage is also on broadband or superior connections.
• Nevertheless, the biggest problem faced on the net (by at least 2 of 3 net users) is the “slowness in opening of websites.”
• And almost 1 in 3 net users (35 percent) also complain about the “difficulty in connecting to the net” in the first place.

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Mediamark Research, Inc. (MRI) today released its MediaDay study, which details the daily media usage of American consumers - including when they use particular media, where they are when they use them, what else they are doing at the time and how engaged they are with each medium, writes MarketingCharts.

However, 34.7 percent of TV viewers and 16.5 percent of radio listeners report being “very focused” while using these media - compared with 54.6 percent for internet users, 50.0 percent for newspaper readers and 41.8 percent for magazine readers.

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Who’s Watching Mobile Video? Comfy Middle-Aged Men

Nielsen has compiled data on who in the US is watching video on their cellphones, according to NewTeeVee. The study unearthed a wealth of middle-aged men with high incomes.

Forty-six percent of the mobile video audience is 35 years old or older, and 54 percent of that population is male. More than 55 percent of users came from households making $75,000 or more.

8 million users aged 12 and older consumed video on mobile phones.

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