SlideShare uma empresa Scribd logo
1 de 43
Baixar para ler offline
The Razorfish Consumer Experience Report   2008
Feeds. Widgets. Social media. Search. You read about them
                                                           all the time and use them in your work. And according to this
                                                           year’s Razorfish FEED report, consumers are adopting these
                                                           new technologies faster than the industry pundits would lead
                                                           you to believe. Are you ready?
                                                           Razorfish created FEED: The Razorfish                Based on our findings, the second half of FEED:
                                                           Consumer Experience Report with a relatively         The Razorfish Consumer Experience Report is
                                                           simple mission: to gain a better understanding of    explicitly concerned with examining the trends,
                                                           how technology affects today’s digital consumer      companies and services that are shaping the
                                                           experience and explore the emerging trends that      consumer landscape of the future. For example,
                                                           will shape those experiences for years to come.      in “Mad Widgetry,” I discuss the impact of
                                                                                                                widgets and RSS feeds on the advertising and
                                                           Though our mission may have been
                                                                                                                media landscape. In “Advertising As a Service,”
                                                           straightforward, our findings were anything but.
                                                                                                                Brandon Geary examines how smart marketers
                                                           The rise of search as a primary mode of              like Nike and Visa are taking a dramatically
                                                           navigation, the widespread adoption of Web 2.0       different approach to reaching consumers.
                                                           features and technologies and the noticeable
                                                                                                                In addition, there are a host of other thought
                                                           uptick in mainstream social media usage have
                                                                                                                provoking pieces, including “Let’s Talk About It”
                                                           fundamentally altered the consumer landscape—
                                                                                                                and “Twitterific,” by Marisa Gallagher and Shiv
                                                           fracturing it in ways that we couldn’t have
                                                                                                                Singh respectively, that weigh the impact of social
                                                           imagined just a few years ago. As our design team
                                                                                                                media participation and “micro-interactions” on
                                                           explains in our Razorfish Digital Consumer
                                                                                                                the marketplace. And, in a bit of delightful
                                                           Behavior Study, today’s consumer is more
                                                                                                                provocation, Tim Richards challenges usability
                                                           technically adept, open for experimentation
                                                                                                                guru Jakob Nielsen’s canon in “Putting Jakob
                                                           and—most importantly—active than ever before.
                                                                                                                Back on the Shelf,” arguing a whole new set of
                                                           For brands to remain relevant in this environment,   design standards for digital experiences.
                                                           they will need to adapt to both emerging
                                                                                                                As always, we invite you to read, consider and
                                                           technologies and shifting consumer behavior
                                                                                                                discuss on our Razorfish Digital Design Blog
                                                           without delay. Those who will succeed need to act
                                                                                                                (http://www.digitaldesignblog.com). In addition to
                                                           more like publishers, entertainment companies or
                                                                                                                a lively conversation, you will also find a variety of
                                                           even party planners, than advertisers, such as
                                                                                                                downloads related to the report, including the full
                                                           Nike who recently scored a major coup by hosting
                                                                                                                questions and responses to the Digital Consumer
                                                           a global “Human Race.”
                                                                                                                Behavior Study, plus charts and graphs.
                                                           Brands will need to create content that engages
                                                           and “reaches” consumers across channels,
                                                           provide valuable services over mere advertising      See you there.
                                                           and master an increasingly complicated and
                                                           expansive content distribution model. And, of
                                                           course, they will need to rethink the way they
                                                           create relationships (or conversations) with
                                                           consumers before it’s too late.




                                                                                                                     Garrick Schmitt
                                                                                                                     Group Vice President,
                                                                                                                     Experience Planning
FEED: The Razorfish Consumer Experience Report / 2008   I am new here. Be nIce to me.                                                                                    3
“The concept of social networking is evolving
                                                          and morphing. It’s now about making the
                                                          entire Web social instead of just creating a
                                                          ghetto of destination sites where people have to
                                                          go to socialize.”

                                                                            Let’s Talk About It, page 24




FEED: The Razorfish Consumer Experience Report / 2008   I don’t know what to say.                            5
“Distribution must evolve into a science, as reaching
   consumers in a fragmented, personalized environment
   will become increasingly complex. ... Major publishers
   are now forced to completely rethink the way they reach
   consumers in a fractured distribution environment.”


                     Razorfish Digital Consumer Behavior Study, page 14




FEED: The Razorfish Consumer Experience Report / 2008                     I can’t contaIn all of my thoughts In thIs tIny box.   7
“The new experience might be a conversation; it might be
                                                          a series of decisions made by the user; it might be an
                                                          interactive storytelling session. ... Don’t limit the vision of
                                                          a new application by making it conform to your status
                                                          quo when it’s only just an idea.”


                                                                             Putting Jakob Back on the Shelf, page 39




FEED: The Razorfish Consumer Experience Report / 2008   I get It. I’m supposed to be clever.                                9
Will the Crowd Save Us?
                                                                                                                                                                                                   The Bottom-Up vs. Top-Down
                                                                                        Putting Jakob Back on the Shelf
                                                                                        By Tim Richards
                                                                                                                                                                                                   Future of the Internet
                                                                                                                                                                                                   By Rachel Lovinger

                                                                                                                                                                                                                                     International Clicks
                                             Life After the iPhone                                                                                                                                                                   By John Alderman
                                             By Kyle Outlaw
                                                                                                                                       Mad Widgetry
                  >                      >                    >                   >                        >
                                                                                                                                       How Tiny Applications Are
                                                                                                                                                       >                               >                 >              >                        >
                                                                                                                                       Remaking the Future of the Web
                                                                                                                                       By Garrik Schmitt




                                                                     More Value for Your Message                                                                                                                                Beyond The Browser
                                                                     Advertising As a Service                                                                                                                                   Designing for the Ambient
 Meet the Connected Consumer                                         By Brandon Geary                                                               What’s in a Game?                                                           Technology Revolution
                                                                                                                                                    A Look at Games As Tools, Not Toys
 How Social Apps, Pokes and Widgets                                                                                                                 By Nadya Direkova and Ian Clazie
                                                                                                                                                                                                                                By Andrew Milmoe

 Can Help You Connect
 By Garrick Schmitt, Malia Supe and Benjamin Lerch




                                                                                                 Twitterific
                   Let’s Talk About It                                                           How Micro-Interactions Are Changing
                                                                                                                                                                               The New, New Reading
                   Designing Experiences for                                                     the Way We Communicate Online
                   the Facebook Generation                                                       By Shiv Singh
                                                                                                                                                                               Data Visualization for the Online Era
                   By Marisa Gallagher                                                                                                                                         By Mia Northrop and James Spahr




CONTENTS
                                                                                                                                                                                                                            The Revolution Will Be Pixelated
                                                                                                                                                                                                                            How 2D Barcodes May Re-Shape
                                                                                                                                                                                                                            Mobile Advertising
                                                                                                                                                                                                                            By Adam Connelly and John-Alistair George




FEED: The Razorfish Consumer Experience Report / 2008                                                                                   I am supposed to sound InterestIng, but not IntImIdatIng.                                                                   11
By Garrick Schmitt,
                                                                                                                        Malia Supe and
                                                                                                                        Benjamin Lerch




                                                                       How Social Apps, Pokes and Widgets Can Help You Connect

FEED: The Razorfish Consumer Experience Report / 2008   I should tell people about the stuff I buy.                                           13
Today’s digital consumers have moved well beyond merely                                                                                        Behavior Trumps Demographics Online:
                                                                                                                                               Connected Consumers Span Ages, Geography

sampling Web 2.0 technologies and services. They are now
                                                                                                                                               In June 2008, Razorfish surveyed 1,006 U.S. consumers (56% female,
                                                                                                                                               44% male) in four age groups to understand their digital desires,
                                                                                                                                               frustrations and consumption habits.
adopting these services at a breakneck pace and readily                                                                                        The respondents were evenly split geographically between 10 U.S. metros

experimenting with new, more sophisticated offerings en masse.
                                                                                                                                               and broader geographic representation (49% and 51%, respectively).

                                                                                                                                               To avoid duplicating the general work of Pew, Forrester and other
                                                                                                                                               research firms, our goal was to survey what we call “connected
                                                                                                                                               consumers.” These are the people our clients are most interested in
                                                                                                                                               understanding and reaching. Key characteristics include:
The Ever-Ready, Everywhere Consumer
Connected consumers have enthusiastically embraced social               services because today’s widget might become tomorrow’s TV set.        	 •	Access	to	broadband
media (both technologies and networking sites), are actively            And every player in this space will need to not only understand, but
                                                                                                                                               	 •	Spent	$200	online	in	the	past	year	(travel,	Netflix,	tickets,	
                                                                                                                                                                                                                         /* More surprisingly, 91% of these
building and refining their own trusted personal networks, and
are rapidly embracing new communication offerings like Twitter.
                                                                        also learn how to manage digital consumer connections with almost
                                                                        no explicit controls.
                                                                                                                                                   Amazon gifts, etc.)                                                   consumers use one of the five major
In so doing, they are challenging publishers, advertisers and
                                                                                                                                               	 •	Visited	a	“community	site”	(MySpace,	YouTube,	Facebook,	
                                                                                                                                                                                                                         Internet portals—Google, Yahoo!,
                                                                        Use It or Lose It: Exploring Adoption vs. Engagement                       Classmates, Wikipedia, etc.)
marketers to meet their needs in new, distributed and largely
uncharted territories—many of which have no analog touch                Last year, the intent of our study was to discover to what degree      	 •	Consumed	or	created	some	form	of	digital	media,	such	as	
                                                                                                                                                                                                                         MSN, AOL and Ask.com—to start
points—and to provide services that have no immediate                   today’s digital consumer is really changing online behavior because
                                                                        of Web 2.0 technologies and services. We were pleased to find that
                                                                                                                                                   photos, videos, music or news                                         their online experiences. */
monetization models.
                                                                                                                                               Based on previous Razorfish consumer research, we have found that
                                                                        the consumer adoption curve for Internet technologies was much
This was the key finding of our second annual                                                                                                  these connected consumers roughly mirror the U.S. population with
                                                                        more significant than we had anticipated.
Razorfish Digital Consumer Behavior Study.                                                                                                     broadband access. According to the Pew Internet & American Life
                                                                        This year our design research team’s goals were quite different.       Project, on the whole, about 55% of all Americans today have a high-
                                                                        We sought to dive much deeper and examine how advances in              speed Internet connection, up from 47% in 2007. This translates to
Content Will Drive Awareness, Not Advertising
                                                                        Internet technologies—specifically in online activity, social media    roughly 165 million people, based on a July 2007 population estimate
As a result, we predict savvy marketers and publishers will start to
                                                                        usage, ecommerce habits and mobile access—were changing the            from the CIA’s The World Factbook (Total Population: 301,139,947,
merge tactics in the months and years ahead. Content, in our view,
                                                                        way connected consumers engaged online and the impact of those         July 2007 est.)
will become advertising—both for brands looking to reach and
                                                                        behaviors on the industry.
engage consumers and for publishers who will look at content as
an acquisition vehicle for a broader audience.                                                                                                 Web 2.0 Goes Mainstream: Adoption Accelerates,
In this uncharted territory, distribution must evolve into a science,                                                                          Users Aggregate Around Niche Interests
as reaching consumers in a fragmented, personalized environment                                                                                Building upon our findings from last year, we found that consumers
will become increasingly complex. Brands will need new tools and                                                                               are continuing to customize their digital experiences around their
                                                                                                                                               own personal, niche interests. According to our survey, 64% of
                                                                                                                                               connected consumers have customized the home page of their
                                                                                                                                               choice with content feeds, scheduled updates or other features.
                                                                                                                                               More surprisingly, 91% of these consumers use one of the five major
                                                                                                                                               Internet	portals—Google,	Yahoo!,	MSN,	AOL	and	Ask.com—to	start	
                                                                                                                                               their online experiences.

                                                                                                                                               Google is the favorite of these consumers, with 37% choosing either
                                                                                                                                               Google.com or iGoogle as their home page.




FEED: The Razorfish Consumer Experience Report / 2008                                                                                           I just got a new mountaIn bIke! sweet!                                                                     15
Blunting the Edge: Formerly “Digerati”                  Video Is the Internet Star: Online Video           SOCIAL MEDIA PROPERTIES USED BY RESPONDANTS
                                                                                                                                                                                                                                                                                     67.09%
                                                                                                                                                                                                                                         65.43%
Technologies Find Mainstream Appeal                     Consumption Explodes, Consumers
Connected consumers are continuing to                   Open to Advertising
adopt Web 2.0 features and functions at                 Online	video	consumption	by	connected	                                                                          46.13%

an accelerated pace as formerly “edge”                  consumers continues to soar, as 94% of
technologies are now widely used by the                 respondents reported watching online                                                               36.14%


mainstream.                                             video with some level of frequency. Nearly
                                                        a third of respondents watch some video
	 •	28%	use	Twitter,	a	relatively	new		                                                                                                                                            17.43%
                                                        on a daily basis. Sharing videos, or viral                                                                                                                   15.57%
    communication tool, with some frequency                                                                                                                                                   13.52%
                                                        usage, appears to drive a large majority                                                                                                                                                       8.42%      7.15%
                                                                                                                            5.88%                                                                                                5.68%                                                                     6.46%
	 •	41%	use	tag	clouds	with	                            of consumption with 84% of respondents               5.09%                       3.72%                                                             3.72%                                                                 2.84%

    some regularity                                     indicating they receive videos from peers on
                                                                                                                     BEBO       BLACK PLANET   CARDOMAIN   CLASSMATES   FACEBOOK     FLICKR   FRIENDSTER   LAST.FM   LINKEDIN   MEETUP   MYSPACE   TWITTER     XANGA      YELP           YOUTUBE   OTHER
                                                        a frequent basis.
	 •	52%	use	RSS	feeds	with	some		
    regularity                                          Not all of that content is professionally
                                                        produced, either. A slight majority of
	 •	52%	have	shared	bookmarks	with	                                                                       What You Talkin’ About: The Web Is Social, Killer Apps Connect
    others through services like del.icio.us
                                                        connected consumers (52%) have uploaded
                                                                                                          People, Enable Conversations                                                                               /* Perhaps the biggest recent change
                                                        videos online with some frequency, and
	 •	55%	use	widgets	on	the	computer                     72% have shared videos with their peers.
                                                                                                          Perhaps the biggest recent change in Internet behavior is the mass
                                                                                                          acceptance of the Web as a social medium. From instant messaging,
                                                                                                                                                                                                                     in Internet behavior is the mass
    desktop with some frequency

	 •	62%	use	widgets	on	Web	sites	such	
                                                        Clearly this poses another challenge              email and “tweets” that enable people to communicate directly,                                             acceptance of the Web as a social
                                                        for publishers, especially broadcast TV           to photo and video services that enable people to share media
    as Facebook or iGoogle                              networks (NBC, ABC and CBS). They must            effortlessly, to blogging which connects people through non-                                               medium. Instant messaging, email
                                                        adapt as the centralized analog model is
	 •	81%	read	“Most	Popular”	or	“Most		
                                                        disintegrating in our new online, networked
                                                                                                          traditional media, the “killer app,” if you will, is social in nature.
                                                                                                                                                                                                                     and “tweets”... enable people to
    Emailed” links with some frequency                                                                    No publishers benefit more from this trend than social media sites,
The Widgetized Web
                                                        world.	On	a	positive	note	for	both	publishers	
                                                                                                          like	MySpace,	YouTube	and	Facebook,	which	are	clear	favorites	of	                                          communicate directly. */
                                                        and	aggregators	(YouTube,	et	al.),	
We were most surprised to see widespread                                                                  connected consumers today.
                                                        consumers are open to viewing advertising
acceptance and frequent consumer                        with their videos, with the majority preferring   Some	of	the	tech-set	darlings	like	Yelp,	Twitter,	Last.fm	and	even	Flickr,	                                Regardless of which social media property consumers choose, they
usage of Web site widgets. A relatively                 companion banners to pre-roll and newer,          appear to struggle in reaching a broader audience while mainstream                                         are universally spending a massive amount of time interacting with
new technology popularized by platforms                 emerging forms of video advertising, such         fare, such as Classmates and Friendster still hold some sway. In                                           each other. The majority of survey respondents (75%) indicate they
like Facebook and Google, and providers                 as tickers and interstitials.                     addition, connected consumers say they are active in multiple social                                       spend at least one hour a week on these properties, with a large
like	Slide	and	RockYou,	widgets	are	small	                                                                properties with 68% participating in two or more networks.                                                 number (19%) spending more than seven hours a week on social
applications that run on other Web sites                                                                                                                                                                             networking sites.
or the computer desktop. Their pervasive                /* Clearly this poses another                                                                                                                                And not too surprisingly, most consumers are using social networking
use indicates consumer comfort with the
concept of distributed experiences, which               challenge for publishers,                                                                                                                                    services to connect with others—either actively or passively. Few
can be consumed wherever and whenever                                                                                                                                                                                are venturing there for less-social goals, such as finding out about
he or she chooses.                                      especially broadcast TV                                                                                                                                      new products or services. And despite the proliferation of games
                                                                                                                                                                                                                     and applications available on social media sites, user activity
This development reinforces our belief that             networks (NBC, ABC and                                                                                                                                       is still dominated by communicating with friends and updating
distribution of content and services will
trump destinations, as both consumers
                                                        CBS). They must adapt                                                                                                                                        status messages to keep others abreast of personal news and
                                                                                                                                                                                                                     developments. But that does not mean that consumers don’t
and Internet technologies continue to                   as the centralized analog                                                                                                                                    believe that there is a role for advertisers on social media sites.
evolve. Additionally, it will provide
significant challenges for publishers                   model is disintegrating in
(primarily media and entertainment
companies) who currently have no                        our new online, networked
clear path towards monetizing content
                                                        world. */
distribution across the Web.




FEED: The Razorfish Consumer Experience Report / 2008                                                      I should tell people when I hate or love somethIng .                                                                                                                                               17
/* The real value for advertisers is the role of social                                                                                                      Unfortunately for retailers, the trend of disintermediation
                                                                                                                                                                  continued at an accelerated pace in 2008. When asked
                                                                                                                                                                                                                                 Advice to Retailers: Personalization + Perks
                                                                                                                                                                                                                                 There are a number of bright spots for retailers.
     influence in persuading consumers to purchase.                                                                                                               where they would start their online search for a product
                                                                                                                                                                                                                                 First, personalized recommendation engines have a profound
                                                                                                                                                                  less	than	$100,	many	(55%)	preferred	using	a	search	
     Nearly half of all respondents (49%) indicate they                                                                                                           engine. Merely 12% opted for visiting the Web site of
                                                                                                                                                                                                                                 effect on connected consumers: according to our survey,
                                                                                                                                                                                                                                 65% of consumers indicate that they have made a purchase
     have made a purchase based on a recommendation                                                                                                               a known and established retail store.
                                                                                                                                                                                                                                 based on an automated recommendation triggered by past
                                                                                                                                                                  For consumers in the market for a product that cost            purchases from a site like Amazon.
     through a social media site. */                                                                                                                              $1,000	or	more,	only	44%	preferred	using	a	search	engine.	
                                                                                                                                                                                                                                 Second, retailer loyalty programs are another bright spot.
                                                                                                                                                                  Established retailers fared slightly better, with 14% opting
                                                                                                                     Respondants who think brands should                                                                         According to our survey, the same number of consumers
     Consumers on Social Network Advertising: Yes, Please!                                                                                                        for the Web site of a known and established retail store.
                                                                                                                      advertise on social media properties                                                                       (65%) indicate loyalty programs that offer “points,” discount
     Interestingly, 40% of survey respondents said they have made a purchase                                                                                      The difference in consumer behavior between high and low
                                                                                                                                                                                                                                 incentives or discounted shipping for multiple purchases (e.g.
     based on advertising they saw on a social media site. And the vast majority                                                                                  priced items suggests retailer trust and reputation becomes
                                                                                                                                                                                                                                 Amazon’s	Prime)	highly	influence	purchase	decisions.	Loyalty	
     welcome advertising in social media experiences—76% of all consumers think                                                                                   more vital as price goes up. Consumers are willing to pay
                                                                                                                                                                                                                                 services—such as Best Buy’s Rewards Zone, Amazon Prime,
     a wide range brands like Nike, Virgin and Bank of America should advertise in                                                                                more for the peace of mind they experience when buying a
                                                                                                                                                                                                                                 and others—are key if retailers are to thrive in an increasingly
     social media.                                                                                                                                                quality product from a trusted source.
                                                                                                                                                                                                                                 competitive digital environment.
     Most	tellingly,	the	real	value	for	advertisers	is	the	role	of	social	influence	in	                                                                           While search clearly dominates the initial online shopping
     persuading consumers to purchase. Nearly half of all respondents (49%)                                                                                       experience,	peers	are	the	largest	influencers	when	
     indicate they have made a purchase based on a recommendation through                                                                                         determining when and what to purchase. The large majority
     a social media site.                                                                                                                                         of consumers (61%) rely on user reviews for product
                                                                                                                                                                  information and research, with a much smaller group (15%)
                                                                                                                                                                  preferring editorial reviews.
     The End of Traditional Retailers?: Peer-Driven Recommendation
     and Search Drive Digital Commerce                                                                         Respondants who have made a purchase based on
                                                                                                               a recommendation through a social media property
     As we learned last year, connected consumers increasingly rely on peers for
     product recommendations, and search (primarily Google) to locate products                                                                                                                                                                                         Products $100 or less
                                                                                                                                                                                                                                                             54.56%    General Search
     online. This is forcing online retailers to rethink their strategies—optimizing
     for search activity, enabling user-generated content and ratings, and creating                                                                                                                                                                           4.86%    Would ask a friend online using a social network site

     engaging, valuable digital experiences to differentiate their brand.
                                                                                                                                                                                                                                                               7.14%   Would visit a specific ecommerce site


                                                                                                                                                                                                                                                             12.30%    Would visit the Web site of a trusted retailer


                                                                                                                                                                                                                                                             10.71%    Would use a comparison shopping search engine


                                                               I’m doing
                                                 people what                                                                                                                                                                                                  9.52%    Would use a product review site
                                I like to show
                                                                                                                                 le are doing
                                                                                                 I like   to see what other peop                                                                                                                               .89%    Other




                                                                                                                                                                                                                                                                       Products $1,000 or more
                                           ne else is on them
                         Because everyo                                                                                                                                                                                                                      44.09%    General Search


                                                                                          d to new ideas
                                                              They help me get expose                                                                                                                                                                        14.00%    Would use a product review site


                                                                                                                                                                                                                                                             10.33%    Would use a comparison shopping search engine

                                                  I like to try new things
                                                                                                                                                                                                                                                             14.10%    Would visit the Web site of a trusted retailer

                                            They help me meet new people
                                                                                                                                                                                                                                                             10.13%    Would visit a specific ecommerce site
                                                                                                                                    They help me stay in
                                                                                                                                    touch with people I know                                                                                                  5.36%    Would ask a friend online using a social network site


                                                                                                                                                                                                                                                              1.99%    Other




10                 20                30                  40                  50                     60                      70                     80

Top Reasons that People use Social Media Properties                                                                                                                     Digital property that respondants would use to start their web shopping experience



     FEED: The Razorfish Consumer Experience Report / 2008                                                                                                         I hate hate hate my cable company. hate.                                                                                                             19
Mobile: U.S. Still Developing, Smartphones
                                                        Growing, Apple Makes Major Impact
                                                        Despite huge advances in mobile Internet technology adoption
                                                        since our survey last year, the U.S. is still a developing country
                                                        when it comes to mobile phone usage and digital services.
                                                        But there are signs of change, as more and more connected
                                                                                                                              Venturing into Uncharted Digital Territory:
                                                        consumers have mobile, Internet-capable devices, and as
                                                                                                                              Consumers Reward Brands that Break New Ground
                                                        messaging continues to grow in importance.
                                                                                                                              Based on our research, we believe U.S. consumers will ultimately
                                                        While the vast majority of connected consumers have standard          continue to accelerate their adoption of Internet technologies in the
                                                        mobile handsets, 26% have smartphones.                                near future and will actively look for brands, products and services
                                                        Apple’s nearly overnight share (6%) of the consumer smartphone        that can satisfy them in this new, networked digital landscape. Key
                                                        market is the real surprise. This survey, completed just before the   implications for marketers, advertisers and publishers to consider:
                                                        launch of Apple’s iPhone 3G, finds the computer maker with a          Digital Behavior Defies Age: We found today’s connected
                                                        market share similar to Windows Mobile (8%) and almost half that      consumers equally distributed across all age ranges, with a
                                                        of RIM’s BlackBerry (12%).                                            slight skew to older segments. No longer are we seeing Internet
                                                        In terms of feature usage, text messaging is the dominant mobile      technology adoption rates limited to only certain
                                                        service used by connected consumers today with 87% sending            segments.	Our	study	found	widespread	acceptance	of	these	new	
                                                        and receiving messages on a somewhat frequent basis. Taking           service offering and finds older consumers much more likely to
                                                        and sharing photos is also popular, with 82% and 67% partaking,       spend money online.
                                                        respectively.                                                         Human Connection Drives Technology Adoption: Consumers use
                                                        Other	mobile	data	services	were	not	quite	as	popular:                 Internet technologies to connect with each other across a plethora
                                                                                                                              of sites, tools and media. They express a willingness to dabble
                                                        	 •	35%	have	checked	work	email	on	their	mobile	phone                 with new, emerging services (Twitter, Flickr) and congregate on
                                                        	 •	43%	have	watched	video	on	their	mobile	phone                      multiple platforms when they become widely accessible (Facebook,
                                                                                                                              MySpace,	YouTube).		
                                                        	 •	46%	have	accessed	directions	or	looked	up	a	map
                                                                                                                              Distribution Trumps Destination: All signs point to the continuing        Social Media Continues to Evolve: We are still in the early days
                                                        	 •	47%	have	listened	to	music	on	their	mobile	phone                  disintegration of “one-stop” digital destinations, at least as far as     of social media, with platforms and services in a constant state
                                                        	 •	50%	have	checked	personal	email	on	their	mobile	phone             consumers are concerned. We’ve found that they don’t want a               of evolution. While this study indicates few consumers are currently
                                                                                                                              one-size-fits-all solution for their needs. Consumers prefer using        venturing into social media platforms for commercial goals, such
                                                        	 •	51%	have	accessed	a	Web	site	on	their	mobile	phone
                                                                                                                              multiple destinations, and then aggregating media and services, via       as learning about new products and services, this is a key area to
                                                        	 •	51%	have	checked	weather,	news	or	sports	headlines	on	            simple tools like RSS, into a highly personalized view of their digital   watch in the coming months. We expect to see greater reliance
                                                            their mobile phone                                                world. This has massive implications for major publishers, like NBC,      on	social	media	to	influence	purchasing	in	the	near	future	and	not	
                                                                                                                              CBS, ABC, and CNN, who are now forced to completely rethink the           just from friends, but also from brands. This might even come full
                                                        While these are fairly large numbers, the majority of connected
                                                                                                                              way they reach consumers in a fractured distribution environment.         circle, shortly, where brands will regain some modicum of control
                                                        consumers who do use these services are dabblers, at best, with
                                                                                                                                                                                                        and credibility if they can figure out how to play meaningfully in this
                                                        only a small percentage using them with any real frequency. That
                                                                                                                                                                                                        space	moving	forward.	Our	best	guess	is	that	the	notion	of	a	social	
                                                        shouldn’t discourage mobile data service providers though, as the
                                                                                                                                                                                                        media “campaign” will be jettisoned, and brands will provide richer,
                                                        growth in both capable devices and consumer readiness is on the
                                                                                                                                                                                                        more sustainable content and services on an ongoing basis.
                                                        move. We see this space growing by leaps and bounds as handsets
                                                        advance and 3G continues to expand.




FEED: The Razorfish Consumer Experience Report / 2008                                                                          I love my new shoes. They’re lIke leaTher pIllows.                                                                                           21
Designing experiences
                                                                                               for the Facebook
                                                                                               generation by Marisa Gallagher
                                                                                               Facebook may have jumped the shark. MySpace is peaking.
                                                                                               Even Club Penguin is not flying high anymore.

                                                                                               Growth rates of social networks paint the picture clearly.
                                                                                               Though Facebook and MySpace are still seeing record
                                                                                               global traffic, their year-over-year U.S. growth rates have
                                                                                               peaked and are on the decline. April 2008 Nielsen stats
                                                                                               show Facebook dropping below a 56% pace—way down
                                                                                               from the 100+% growth highs of the 2007 summer. MySpace
                                                                                               logged a miniscule 3% annual growth rate, and Club
                                                                                               Penguin is languishing with an actual 7% decline in growth.




FEED: The Razorfish Consumer Experience Report / 2008   I have resorted to usIng “frIend” as a verb.                                                         23
Do these dwindling numbers for the big networks mean that
     social networking is dead? Not by a long shot.                                                 Embrace the network, but beware of the network effect.
                                                                                              The greatest thing about social networks             community cannot be created instantly.
  What is happening is that the concept of social networking is evolving and                  is how they allow you to reach a lot of              You need people to get people, and it
  morphing. It’s now about making the entire Web social instead of just creating a            people quickly and tap into the power of             takes a lot of seeding and feeding to
  ghetto of destination sites where people have to go to socialize. Retailers, news-          community. Marketers are discovering                 reach a network effect strong enough to
  papers, TV networks and even search engines are incorporating “social” into their           that community can get a company’s                   create a real, working community.
  digital strategies and they’re taking cues from the social networks to do it.               message across faster and more
                                                                                              authentically than traditional media                     It took more than three years for MySpace, YouTube and Facebook to
    News Feed      Posted Items       status         photos        live feed        events    ever could. This idea fuels the viral                    really take off. Much of their “crazy viral” content sat around for long
                                                                                              superstardom dreams of many YouTube                      stretches too, steadily and stealthily building an audience.

  Here’s what they’ve learned from                                                            devotees and marketers alike.
                                                                                              It’s a powerful concept for companies—               In the end, a company has to be patient
  social networks:                                                                            building a real relationship with their
                                                                                              influential customers and audiences, and
                                                                                                                                                   with community relationships and
                                                                                                                                                   nudge a bit to get them started. That’s
                                                                                              then empowering those folks to                       normal and well worth the advocacy and
      Share the spotlight.                                                                    get the word out. The problem is that                authenticity they bring.

  People want to feel special and tend to       have read, searched or shared. CNN
  reach out to the things that make them        goes a step further and gives broadcast
  feel that way. So, it’s no surprise that      and digital airtime to user-generated,              Make it interactive and plan for multiple levels of participation.
  people flock to social networks in droves;    citizen journalist iReports. Nike does it
  they make users feel like the star of         too, by centering its Nike+ site on the       Social networks excel at making users do something instead of just consume something.
  their own lives. The same desires extend      users’ profiles and the community’s           And they do it best by providing a continuum of ways to interact:
  to companies, products and even TV            interactions, instead of its shoes. And
  networks. The lesson here is that socially-   Yahoo!, Google, and Coca-Cola go full           Low-level: rating, poking, tagging,                The best and most successful sites from
  aware companies put customers and             bore—giving their entire home pages             commenting, subscribing                            Flickr to Facebook to Nike all provide a
  audiences at the center of their world, or    over to each user to “trick out” with their     Mid-level: writing statuses, twittering, playing   similarly broad continuum of tools to sup-
  at least make them a part-owner in it. The    own MyYahoo! and iGoogle controls or            games, adding widgets, uploading photos            port their members’ abilities to connect
  New York Times and most newspapers            Coke bottle designs. In all cases, the key      High-level: making videos, writing blog posts      with one another and engage with each
  do this by simply highlighting the “most      is they make sure the spotlight is on the       and reviews                                        other directly. Our own research showed
  popular” articles other site visitors         customers and not on themselves.                Expert-level: moderating groups and message        that almost 90% of users interact regu-
                                                                                                boards, creating applications, running feeder      larly with the social sites and do so across
                                                                                                businesses on the social network’s “economy”
                                                                                                                                                   a diverse range of activities.
       Leverage the platform, not just the site.
                                                                                                     Answers to the Following Survey Question:
  The most recent rapid expansion on            audience and increase engagement and
                                                                                                     “Which of the following actions do you perform on social media sites?
  the Facebook and MySpace sites came           usage by simply remembering user pref-
                                                                                                     Choose all that apply.”
  when they opened up their systems and         erences and planning for distribution. For
  allowed developers to make applica-           this approach to work, the walled-garden            70
                                                                                                                                                          I write messages or post to friends
  tions for their sites. Flickr and LinkedIn    Web site should be loosened up enough
                                                                                                    60
  saw increased gains from similar types        to allow the traffic to come in.                                                                          I update my status
  of external hooks, one by pushing out                                                             50
                                                                                                                                                          I join groups
  “embed code” and Flickr streams, and
                                                                                                    40
  the other by pulling in email contacts                                                                                                                  I play games
  and pushing a user’s network back out                                                             30
  to world, making even BusinessWeek                                                                                                                      I download applications
                                                                                                    20
  articles contextually relevant to the                                                                                                                   I create groups
  individual reader (see screenshot). In all                                                         10
  cases, playing nicely with other systems                                                                                                                I do not participate in any of the above
                                                                                                      0
  has created opportunities to build an



    1 2 3 4 5    Next                                                                           1 2 3 4 5       Next




FEED: The Razorfish Consumer Experience Report / 2008                                         I just “frIended” my best frIend from kIndergarten. WoW.                                                                            25
Don’t forget the business model.
  The last and maybe most important              Nike+ and Classmates demonstrate
  lesson social networks have taught us          another solid model for monetizing com-
  comes out of the failures. Many of these       munity selling actual products. LinkedIn,
  sites—including the billion-dollar-baby,       Flickr, enterprising Twitter fans (see the
  YouTube—have had a hard time finding           iPhone App Store screenshot below) and
  sustainable business models. To make a         Craigslist charge for in-demand prosum-
  real difference, the new social Web needs      er and corporate toolsets, while offering
  to have a strong business foundation.          free basic tools to seed the growth of
  Advertising can be a road to riches for        their networks.
  some social networks—and has shown
  some real promise on MySpace and               The Web needs to see even more diverse
  Yahoo!—where there is a mass of users          models come to light—models that sup-
  and extensive use of behavioral targeting.     port the human need for communication
  But, for most social networks, advertising     and connection, while providing a high
  is not the panacea and community build-        enough return to secure a long-term
  ers are going to have to find other ways to    future for the communities being built.
  get a return out of their social investment.




  Running through all these lessons from the Facebook
  phenomenon—the importance of business fundamentals,
  the interactions, the network, the platform and the
  spotlight—the common thread is the need for companies
  to create lasting, valuable relationships with their actual
  customers by giving them a voice and responding to their
  desire to engage. Facebook users are generally OK with
  the corporate game; they just want their seat at the table.




FEED: The Razorfish Consumer Experience Report / 2008                                         I thInk I’m gettIng the hang of thIs.   27
by Kyle Outlaw




                                                                                                                                                                                                     ics of world-
                                                                                                                                                                                 innovation. Statist
                                                                                                                                                        U.K. in mobile wireless                          see three
                                                                                                                                       a, Japan and the                             few years should
                                                                                                                    tries such as Kore                            owever, the next
                                                                                               U.S. is behind coun                             pport this view. H
                                                                            rception that the                               ures appear to su              the global mobilit
                                                                                                                                                                              y landscape.
                                                           It’s a common pe              obile browsin  g and gaming feat               nificant impact on
                                                                             S, MMS, m                                omise to have sig
                                                            wide usage of SM                     ile industry that pr
                                                                              ts in the U.S. mob
                                                            major developmen



FEED: The Razorfish Consumer Experience Report / 2008   I am beached In mauI.                                                                                                                                        29
Life After the iPhone: Preparing For The 3G Mobile Internet
                                                                                                                                                     There is a commonly-held perception that the US is behind in mobile wireless innovation as
                                                                                                                                                     compared to countries such as Korea, Japan, and the UK. A statistical review of worldwide usage of
                                                                                                                                                     such features as SMS, MMS, mobile browsing, and gaming would appear to support this conclusion,
                                                                                                                                                     however, we are seeing three major developments within the US mobile industry that promise to
                                                                                                                                                     have significant impact on the global mobility landscape within the next few years.




                                                                                                                                                                                                                Meizu M8




                                                                                                                                                                                     Samsung F700
                                                    Should you pay $700 for a phone? The LG Prada
                                                    phone is one of the many iPhone killers being
                                                    released this year.




                                                                  Design Rules                                                                                                                                  Platform Wars
                                                                  The first major development is in mobile user experience. For the past                                                                        The second major development is the wave of innovation often referred to as
                                                                  decade, prospective “mobilists” in the U.S. have been accustomed to steady                                                                    the “American Idolization” of mobile application development, which began
                                                                  advances in user-centered design for PC and Web-based applications.                                                                           with Google’s “Android Developer” contest. This contest offered up to $10
                                                                  Combine this with the poor design quality of most mobile applications, and                                                                    million to developers as an incentive to create applications for its as-yet-to-
                                                                                                                                                                                           Openmoko Neo
                                                                  one can see why most users haven’t been inclined to use a phone for anything                                                                  be-released platform. It was soon overshadowed by the $100 million iFund,
                                                                  beyond voice services.                                                                                                                        sponsored by venture capitalists Kleiner, Perkins, Caufield & Byers, which
                                                                                                                                                                                                                awarded money for iPhone applications and even whole start-up ideas. Later,
                                                                  With the introduction of the iPhone, however, Apple set the bar for device                                                                    not to be outdone, BlackBerry announced its $150 million BlackBerry Fund.
                                                                  simplicity, and the handset community is now being forced to play catch-up.
                                                                  The iPhone shattered the long-held notion that cell phones must be                                                                            These competing sources of funding have made the development cost per
                                                                  intrinsically difficult to operate. In response, several would-be iPhone killers                                                              application quite low, as the award money is distributed among thousands
                                                                  have already been released, including: the Samsung F700, the LG Prada, the                                                                    of developers. Moreover, whichever platform gets the most developers cod-
                                                                  Sony Ericsson W880 Walkman, the Meizu M8, the HTC Diamond and the                                                                             ing for its platform can set the standard. The net effect? These competitions
                                                                  Openmoko Neo.                                                                                                                                 have kick-started a wave of innovation within the wireless industry in the U.S.



FEED: The Razorfish Consumer Experience Report / 2008                                                                                                    I don’t know why I’m stIll updatIng my status.                                                                                     31
Open Access and 3G
                                                                                                         The third major development is Web service among consumers on a global
                                                                                                         scale. This will complete the convergence of the PC and the phone by the end
                                                                                                         of this decade.
                                                        T-Mobile G1
                                                                                                         Expect to see the “mashup” ethos of Web 2.0 (think Facebook apps, in par-
                                                                                                         ticular) extend into the mobile arena. The result will be numerous new and
                                                                                                         innovative products and services that our clients will provide to existing cus-
                                                                                                         tomers and new, unforeseen customer bases.

                                                                                                         iPhone Is Only the Beginning
                                                                                                         While the iPhone represents a significant milestone in the history of mobile, it
                                                                                                         is unclear whether it will ultimately dominate the smartphone market, even
                                                                                                         here in the U.S. The so-called “iPocalypse”—in which thousands of customers
                                                                                                         suffered various activation woes—drew attention to the challenges of scaling
                                                                                                         a mobile platform. One device manufacturer may have difficulty supporting
                                                                                                         an entire platform on its own (BlackBerry, take note).

                                                                                                         Platform agnosticism—enabling a platform to run on multiple devices—may
                                                                                                         yet prove to be the best long-term survival strategy. Will Apple choose to
                                                                                                         separate software from device and make its OS available on other devices, or
                                                                                                         is it doomed to repeat history as with its refusal to license its GUI to Microsoft
                                                                                                         back in the 80s? Time will tell. Meanwhile, the iPhone is probably just the tip
                                                                                                         of the iceberg as we make the transition to an age of disruptive mobility.
                                HTC Diamond
                                                                      Sony Ericsson                      The true impact on the global mobility landscape will come from the criti-
                                                                      W880 Walkman                       cal mass generated by focus on user experience, innovation from competing
                                                                                                         mobile platforms and newly available device-agnostic wireless spectrum. The
                                                                                                         next wave of 3G-enabled smartphones will provide whole new opportunities
                                                                                                         for interactive agencies and their clients to create mobile applications leverag-
                                                                                                         ing social networking, the semantic Web, video games and beyond.




                                                                                      I am now the envy of all of my co-workers.
FEED: The Razorfish Consumer Experience Report / 2008                                 Guess that’s why.                                                                                       33
Razorfish Consumer Experience Report
Razorfish Consumer Experience Report
Razorfish Consumer Experience Report
Razorfish Consumer Experience Report
Razorfish Consumer Experience Report
Razorfish Consumer Experience Report
Razorfish Consumer Experience Report
Razorfish Consumer Experience Report
Razorfish Consumer Experience Report
Razorfish Consumer Experience Report
Razorfish Consumer Experience Report
Razorfish Consumer Experience Report
Razorfish Consumer Experience Report
Razorfish Consumer Experience Report
Razorfish Consumer Experience Report
Razorfish Consumer Experience Report
Razorfish Consumer Experience Report
Razorfish Consumer Experience Report
Razorfish Consumer Experience Report
Razorfish Consumer Experience Report
Razorfish Consumer Experience Report
Razorfish Consumer Experience Report
Razorfish Consumer Experience Report
Razorfish Consumer Experience Report
Razorfish Consumer Experience Report
Razorfish Consumer Experience Report

Mais conteúdo relacionado

Mais procurados

How lean and service design methods can create innovative, digital products
How lean and service design methods can create innovative, digital productsHow lean and service design methods can create innovative, digital products
How lean and service design methods can create innovative, digital productsSocialsquare
 
Virtual Mc Insight Final Version
Virtual Mc Insight Final VersionVirtual Mc Insight Final Version
Virtual Mc Insight Final VersionGilles Giudicelli
 
Aaron Janmohamed Portfolio 09
Aaron Janmohamed Portfolio 09Aaron Janmohamed Portfolio 09
Aaron Janmohamed Portfolio 09aaronjanmohamed
 
Abt srbi trb social media presentation 1.22.12
Abt srbi trb social media presentation 1.22.12Abt srbi trb social media presentation 1.22.12
Abt srbi trb social media presentation 1.22.12duaneclement
 
Innovation Future Scan 2010
Innovation Future Scan 2010Innovation Future Scan 2010
Innovation Future Scan 2010Idris Mootee
 
Wanderlust Furniture 2011
Wanderlust Furniture 2011Wanderlust Furniture 2011
Wanderlust Furniture 2011Michael Roller
 
Servion Presentation 20 April 2011
Servion Presentation 20 April 2011Servion Presentation 20 April 2011
Servion Presentation 20 April 2011Peter Borup Jakobsen
 
Keep Sharing
Keep SharingKeep Sharing
Keep Sharingdankunitz
 
Social Media & Businessmodels - Friesland Bank
Social Media & Businessmodels - Friesland Bank Social Media & Businessmodels - Friesland Bank
Social Media & Businessmodels - Friesland Bank Jeroen van der Schenk
 
Leveraging the Cloud for Better User Experience
Leveraging the Cloud for Better User ExperienceLeveraging the Cloud for Better User Experience
Leveraging the Cloud for Better User ExperienceEffective
 
Innovation models that click
Innovation models that clickInnovation models that click
Innovation models that clickAnthony Permal
 
2010 Razorfish Outlook Report
2010 Razorfish Outlook Report2010 Razorfish Outlook Report
2010 Razorfish Outlook ReportRazorfish
 

Mais procurados (18)

How lean and service design methods can create innovative, digital products
How lean and service design methods can create innovative, digital productsHow lean and service design methods can create innovative, digital products
How lean and service design methods can create innovative, digital products
 
Virtual Mc Insight Final Version
Virtual Mc Insight Final VersionVirtual Mc Insight Final Version
Virtual Mc Insight Final Version
 
Aaron Janmohamed Portfolio 09
Aaron Janmohamed Portfolio 09Aaron Janmohamed Portfolio 09
Aaron Janmohamed Portfolio 09
 
02 Living Labs and Smart Cities Alvaro Oliveira
02 Living Labs and Smart Cities Alvaro Oliveira02 Living Labs and Smart Cities Alvaro Oliveira
02 Living Labs and Smart Cities Alvaro Oliveira
 
Abt srbi trb social media presentation 1.22.12
Abt srbi trb social media presentation 1.22.12Abt srbi trb social media presentation 1.22.12
Abt srbi trb social media presentation 1.22.12
 
Innovation Future Scan 2010
Innovation Future Scan 2010Innovation Future Scan 2010
Innovation Future Scan 2010
 
Global Alliance E-Newsletter September 2010
Global Alliance E-Newsletter September 2010Global Alliance E-Newsletter September 2010
Global Alliance E-Newsletter September 2010
 
Wanderlust Furniture 2011
Wanderlust Furniture 2011Wanderlust Furniture 2011
Wanderlust Furniture 2011
 
BD Media Pack
BD Media PackBD Media Pack
BD Media Pack
 
Beinghuman a3
Beinghuman a3Beinghuman a3
Beinghuman a3
 
Servion Presentation 20 April 2011
Servion Presentation 20 April 2011Servion Presentation 20 April 2011
Servion Presentation 20 April 2011
 
Big Data KPIs
Big Data KPIsBig Data KPIs
Big Data KPIs
 
Keep Sharing
Keep SharingKeep Sharing
Keep Sharing
 
Keep Sharing
Keep SharingKeep Sharing
Keep Sharing
 
Social Media & Businessmodels - Friesland Bank
Social Media & Businessmodels - Friesland Bank Social Media & Businessmodels - Friesland Bank
Social Media & Businessmodels - Friesland Bank
 
Leveraging the Cloud for Better User Experience
Leveraging the Cloud for Better User ExperienceLeveraging the Cloud for Better User Experience
Leveraging the Cloud for Better User Experience
 
Innovation models that click
Innovation models that clickInnovation models that click
Innovation models that click
 
2010 Razorfish Outlook Report
2010 Razorfish Outlook Report2010 Razorfish Outlook Report
2010 Razorfish Outlook Report
 

Destaque

Soul Clap Consulting
Soul Clap ConsultingSoul Clap Consulting
Soul Clap Consultingnaked comms
 
Smart Cities: How Smart is Too Smart?
Smart Cities: How Smart is Too Smart?Smart Cities: How Smart is Too Smart?
Smart Cities: How Smart is Too Smart?Huge
 
Transforming New York's Privately Owned Public Spaces with Technology
Transforming New York's Privately Owned Public Spaces with TechnologyTransforming New York's Privately Owned Public Spaces with Technology
Transforming New York's Privately Owned Public Spaces with TechnologyHuge
 
Adtech Tokyo, Presentation by Jonny Shaw
Adtech Tokyo, Presentation by Jonny ShawAdtech Tokyo, Presentation by Jonny Shaw
Adtech Tokyo, Presentation by Jonny Shawnaked comms
 
Common announcement 1.27.11
Common announcement 1.27.11Common announcement 1.27.11
Common announcement 1.27.11naked comms
 
The Pitfalls of Process
The Pitfalls of ProcessThe Pitfalls of Process
The Pitfalls of ProcessHuge
 
Client-side Development 2016
Client-side Development 2016Client-side Development 2016
Client-side Development 2016Huge
 

Destaque (9)

Soul Clap Consulting
Soul Clap ConsultingSoul Clap Consulting
Soul Clap Consulting
 
Smart Cities: How Smart is Too Smart?
Smart Cities: How Smart is Too Smart?Smart Cities: How Smart is Too Smart?
Smart Cities: How Smart is Too Smart?
 
Transforming New York's Privately Owned Public Spaces with Technology
Transforming New York's Privately Owned Public Spaces with TechnologyTransforming New York's Privately Owned Public Spaces with Technology
Transforming New York's Privately Owned Public Spaces with Technology
 
Yosukes Wedding
Yosukes WeddingYosukes Wedding
Yosukes Wedding
 
Adtech Tokyo, Presentation by Jonny Shaw
Adtech Tokyo, Presentation by Jonny ShawAdtech Tokyo, Presentation by Jonny Shaw
Adtech Tokyo, Presentation by Jonny Shaw
 
Common announcement 1.27.11
Common announcement 1.27.11Common announcement 1.27.11
Common announcement 1.27.11
 
The Pitfalls of Process
The Pitfalls of ProcessThe Pitfalls of Process
The Pitfalls of Process
 
Smart Phone
Smart PhoneSmart Phone
Smart Phone
 
Client-side Development 2016
Client-side Development 2016Client-side Development 2016
Client-side Development 2016
 

Semelhante a Razorfish Consumer Experience Report

Razorfish - FEED 2008
Razorfish - FEED 2008Razorfish - FEED 2008
Razorfish - FEED 2008Razorfish
 
Consumer Experience Report - The Razorfish
Consumer Experience Report - The RazorfishConsumer Experience Report - The Razorfish
Consumer Experience Report - The RazorfishRafael Menoya
 
Digital Marketing Innovation
Digital Marketing InnovationDigital Marketing Innovation
Digital Marketing Innovationdgsumner
 
Digital User Experience Strategies: A Roadmap for the Post 2.0 World
Digital User Experience Strategies: A Roadmap for the Post 2.0 WorldDigital User Experience Strategies: A Roadmap for the Post 2.0 World
Digital User Experience Strategies: A Roadmap for the Post 2.0 WorldJeromeNadel
 
Riverbed Deck - GigaOM 2013 Events
Riverbed Deck - GigaOM 2013 Events Riverbed Deck - GigaOM 2013 Events
Riverbed Deck - GigaOM 2013 Events Alison Rubino
 
2010 Razorfish Outlook Report
2010 Razorfish Outlook Report2010 Razorfish Outlook Report
2010 Razorfish Outlook ReportRazorfish
 
2010 Razorfish Outlook Report
2010 Razorfish Outlook Report2010 Razorfish Outlook Report
2010 Razorfish Outlook ReportRazorfish
 
2010 Razorfish Outlook Report
2010 Razorfish Outlook Report2010 Razorfish Outlook Report
2010 Razorfish Outlook ReportRazorfish
 
Razorfish Outlook Report 2010
Razorfish Outlook Report 2010Razorfish Outlook Report 2010
Razorfish Outlook Report 2010Plínio Okamoto
 
Best_Practice_Digital_Signage_Content
Best_Practice_Digital_Signage_ContentBest_Practice_Digital_Signage_Content
Best_Practice_Digital_Signage_ContentGreg Weaver
 
RazorFish Client Summit - Levi’s presentation
RazorFish Client Summit - Levi’s presentationRazorFish Client Summit - Levi’s presentation
RazorFish Client Summit - Levi’s presentationvstuhlen
 
Fjord trends 2013
Fjord trends 2013Fjord trends 2013
Fjord trends 2013Fjord
 
The Impact of Brand User Experience Design
The Impact of Brand User Experience DesignThe Impact of Brand User Experience Design
The Impact of Brand User Experience DesignMarc-Oliver Gern
 
Weekly innovation report 3 16
Weekly innovation report 3 16Weekly innovation report 3 16
Weekly innovation report 3 16Engauge
 

Semelhante a Razorfish Consumer Experience Report (20)

Feed08
Feed08Feed08
Feed08
 
Razorfish - FEED 2008
Razorfish - FEED 2008Razorfish - FEED 2008
Razorfish - FEED 2008
 
Consumer Experience Report - The Razorfish
Consumer Experience Report - The RazorfishConsumer Experience Report - The Razorfish
Consumer Experience Report - The Razorfish
 
Digital Marketing Innovation
Digital Marketing InnovationDigital Marketing Innovation
Digital Marketing Innovation
 
Digital User Experience Strategies: A Roadmap for the Post 2.0 World
Digital User Experience Strategies: A Roadmap for the Post 2.0 WorldDigital User Experience Strategies: A Roadmap for the Post 2.0 World
Digital User Experience Strategies: A Roadmap for the Post 2.0 World
 
Riverbed Deck - GigaOM 2013 Events
Riverbed Deck - GigaOM 2013 Events Riverbed Deck - GigaOM 2013 Events
Riverbed Deck - GigaOM 2013 Events
 
2010 Razorfish Outlook Report
2010 Razorfish Outlook Report2010 Razorfish Outlook Report
2010 Razorfish Outlook Report
 
2010 Razorfish Outlook Report
2010 Razorfish Outlook Report2010 Razorfish Outlook Report
2010 Razorfish Outlook Report
 
2010 Razorfish Outlook Report
2010 Razorfish Outlook Report2010 Razorfish Outlook Report
2010 Razorfish Outlook Report
 
Razorfish Outlook Report 2010
Razorfish Outlook Report 2010Razorfish Outlook Report 2010
Razorfish Outlook Report 2010
 
Best_Practice_Digital_Signage_Content
Best_Practice_Digital_Signage_ContentBest_Practice_Digital_Signage_Content
Best_Practice_Digital_Signage_Content
 
Aspera deck
Aspera deck Aspera deck
Aspera deck
 
RazorFish Client Summit - Levi’s presentation
RazorFish Client Summit - Levi’s presentationRazorFish Client Summit - Levi’s presentation
RazorFish Client Summit - Levi’s presentation
 
Fjord trends 2013
Fjord trends 2013Fjord trends 2013
Fjord trends 2013
 
The Impact of Brand User Experience Design
The Impact of Brand User Experience DesignThe Impact of Brand User Experience Design
The Impact of Brand User Experience Design
 
The Integrated Production
The Integrated ProductionThe Integrated Production
The Integrated Production
 
Ibmsocial
IbmsocialIbmsocial
Ibmsocial
 
E learning-2.0 2
E learning-2.0 2E learning-2.0 2
E learning-2.0 2
 
Displacing the Programmers
Displacing the Programmers Displacing the Programmers
Displacing the Programmers
 
Weekly innovation report 3 16
Weekly innovation report 3 16Weekly innovation report 3 16
Weekly innovation report 3 16
 

Último

BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toumarfarooquejamali32
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZKanakChauhan5
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfSourav Sikder
 

Último (20)

BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb to
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 
WAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdfWAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdf
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZ
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
 

Razorfish Consumer Experience Report

  • 1. The Razorfish Consumer Experience Report 2008
  • 2. Feeds. Widgets. Social media. Search. You read about them all the time and use them in your work. And according to this year’s Razorfish FEED report, consumers are adopting these new technologies faster than the industry pundits would lead you to believe. Are you ready? Razorfish created FEED: The Razorfish Based on our findings, the second half of FEED: Consumer Experience Report with a relatively The Razorfish Consumer Experience Report is simple mission: to gain a better understanding of explicitly concerned with examining the trends, how technology affects today’s digital consumer companies and services that are shaping the experience and explore the emerging trends that consumer landscape of the future. For example, will shape those experiences for years to come. in “Mad Widgetry,” I discuss the impact of widgets and RSS feeds on the advertising and Though our mission may have been media landscape. In “Advertising As a Service,” straightforward, our findings were anything but. Brandon Geary examines how smart marketers The rise of search as a primary mode of like Nike and Visa are taking a dramatically navigation, the widespread adoption of Web 2.0 different approach to reaching consumers. features and technologies and the noticeable In addition, there are a host of other thought uptick in mainstream social media usage have provoking pieces, including “Let’s Talk About It” fundamentally altered the consumer landscape— and “Twitterific,” by Marisa Gallagher and Shiv fracturing it in ways that we couldn’t have Singh respectively, that weigh the impact of social imagined just a few years ago. As our design team media participation and “micro-interactions” on explains in our Razorfish Digital Consumer the marketplace. And, in a bit of delightful Behavior Study, today’s consumer is more provocation, Tim Richards challenges usability technically adept, open for experimentation guru Jakob Nielsen’s canon in “Putting Jakob and—most importantly—active than ever before. Back on the Shelf,” arguing a whole new set of For brands to remain relevant in this environment, design standards for digital experiences. they will need to adapt to both emerging As always, we invite you to read, consider and technologies and shifting consumer behavior discuss on our Razorfish Digital Design Blog without delay. Those who will succeed need to act (http://www.digitaldesignblog.com). In addition to more like publishers, entertainment companies or a lively conversation, you will also find a variety of even party planners, than advertisers, such as downloads related to the report, including the full Nike who recently scored a major coup by hosting questions and responses to the Digital Consumer a global “Human Race.” Behavior Study, plus charts and graphs. Brands will need to create content that engages and “reaches” consumers across channels, provide valuable services over mere advertising See you there. and master an increasingly complicated and expansive content distribution model. And, of course, they will need to rethink the way they create relationships (or conversations) with consumers before it’s too late. Garrick Schmitt Group Vice President, Experience Planning FEED: The Razorfish Consumer Experience Report / 2008 I am new here. Be nIce to me. 3
  • 3. “The concept of social networking is evolving and morphing. It’s now about making the entire Web social instead of just creating a ghetto of destination sites where people have to go to socialize.” Let’s Talk About It, page 24 FEED: The Razorfish Consumer Experience Report / 2008 I don’t know what to say. 5
  • 4. “Distribution must evolve into a science, as reaching consumers in a fragmented, personalized environment will become increasingly complex. ... Major publishers are now forced to completely rethink the way they reach consumers in a fractured distribution environment.” Razorfish Digital Consumer Behavior Study, page 14 FEED: The Razorfish Consumer Experience Report / 2008 I can’t contaIn all of my thoughts In thIs tIny box. 7
  • 5. “The new experience might be a conversation; it might be a series of decisions made by the user; it might be an interactive storytelling session. ... Don’t limit the vision of a new application by making it conform to your status quo when it’s only just an idea.” Putting Jakob Back on the Shelf, page 39 FEED: The Razorfish Consumer Experience Report / 2008 I get It. I’m supposed to be clever. 9
  • 6. Will the Crowd Save Us? The Bottom-Up vs. Top-Down Putting Jakob Back on the Shelf By Tim Richards Future of the Internet By Rachel Lovinger International Clicks Life After the iPhone By John Alderman By Kyle Outlaw Mad Widgetry > > > > > How Tiny Applications Are > > > > > Remaking the Future of the Web By Garrik Schmitt More Value for Your Message Beyond The Browser Advertising As a Service Designing for the Ambient Meet the Connected Consumer By Brandon Geary What’s in a Game? Technology Revolution A Look at Games As Tools, Not Toys How Social Apps, Pokes and Widgets By Nadya Direkova and Ian Clazie By Andrew Milmoe Can Help You Connect By Garrick Schmitt, Malia Supe and Benjamin Lerch Twitterific Let’s Talk About It How Micro-Interactions Are Changing The New, New Reading Designing Experiences for the Way We Communicate Online the Facebook Generation By Shiv Singh Data Visualization for the Online Era By Marisa Gallagher By Mia Northrop and James Spahr CONTENTS The Revolution Will Be Pixelated How 2D Barcodes May Re-Shape Mobile Advertising By Adam Connelly and John-Alistair George FEED: The Razorfish Consumer Experience Report / 2008 I am supposed to sound InterestIng, but not IntImIdatIng. 11
  • 7. By Garrick Schmitt, Malia Supe and Benjamin Lerch How Social Apps, Pokes and Widgets Can Help You Connect FEED: The Razorfish Consumer Experience Report / 2008 I should tell people about the stuff I buy. 13
  • 8. Today’s digital consumers have moved well beyond merely Behavior Trumps Demographics Online: Connected Consumers Span Ages, Geography sampling Web 2.0 technologies and services. They are now In June 2008, Razorfish surveyed 1,006 U.S. consumers (56% female, 44% male) in four age groups to understand their digital desires, frustrations and consumption habits. adopting these services at a breakneck pace and readily The respondents were evenly split geographically between 10 U.S. metros experimenting with new, more sophisticated offerings en masse. and broader geographic representation (49% and 51%, respectively). To avoid duplicating the general work of Pew, Forrester and other research firms, our goal was to survey what we call “connected consumers.” These are the people our clients are most interested in understanding and reaching. Key characteristics include: The Ever-Ready, Everywhere Consumer Connected consumers have enthusiastically embraced social services because today’s widget might become tomorrow’s TV set. • Access to broadband media (both technologies and networking sites), are actively And every player in this space will need to not only understand, but • Spent $200 online in the past year (travel, Netflix, tickets, /* More surprisingly, 91% of these building and refining their own trusted personal networks, and are rapidly embracing new communication offerings like Twitter. also learn how to manage digital consumer connections with almost no explicit controls. Amazon gifts, etc.) consumers use one of the five major In so doing, they are challenging publishers, advertisers and • Visited a “community site” (MySpace, YouTube, Facebook, Internet portals—Google, Yahoo!, Use It or Lose It: Exploring Adoption vs. Engagement Classmates, Wikipedia, etc.) marketers to meet their needs in new, distributed and largely uncharted territories—many of which have no analog touch Last year, the intent of our study was to discover to what degree • Consumed or created some form of digital media, such as MSN, AOL and Ask.com—to start points—and to provide services that have no immediate today’s digital consumer is really changing online behavior because of Web 2.0 technologies and services. We were pleased to find that photos, videos, music or news their online experiences. */ monetization models. Based on previous Razorfish consumer research, we have found that the consumer adoption curve for Internet technologies was much This was the key finding of our second annual these connected consumers roughly mirror the U.S. population with more significant than we had anticipated. Razorfish Digital Consumer Behavior Study. broadband access. According to the Pew Internet & American Life This year our design research team’s goals were quite different. Project, on the whole, about 55% of all Americans today have a high- We sought to dive much deeper and examine how advances in speed Internet connection, up from 47% in 2007. This translates to Content Will Drive Awareness, Not Advertising Internet technologies—specifically in online activity, social media roughly 165 million people, based on a July 2007 population estimate As a result, we predict savvy marketers and publishers will start to usage, ecommerce habits and mobile access—were changing the from the CIA’s The World Factbook (Total Population: 301,139,947, merge tactics in the months and years ahead. Content, in our view, way connected consumers engaged online and the impact of those July 2007 est.) will become advertising—both for brands looking to reach and behaviors on the industry. engage consumers and for publishers who will look at content as an acquisition vehicle for a broader audience. Web 2.0 Goes Mainstream: Adoption Accelerates, In this uncharted territory, distribution must evolve into a science, Users Aggregate Around Niche Interests as reaching consumers in a fragmented, personalized environment Building upon our findings from last year, we found that consumers will become increasingly complex. Brands will need new tools and are continuing to customize their digital experiences around their own personal, niche interests. According to our survey, 64% of connected consumers have customized the home page of their choice with content feeds, scheduled updates or other features. More surprisingly, 91% of these consumers use one of the five major Internet portals—Google, Yahoo!, MSN, AOL and Ask.com—to start their online experiences. Google is the favorite of these consumers, with 37% choosing either Google.com or iGoogle as their home page. FEED: The Razorfish Consumer Experience Report / 2008 I just got a new mountaIn bIke! sweet! 15
  • 9. Blunting the Edge: Formerly “Digerati” Video Is the Internet Star: Online Video SOCIAL MEDIA PROPERTIES USED BY RESPONDANTS 67.09% 65.43% Technologies Find Mainstream Appeal Consumption Explodes, Consumers Connected consumers are continuing to Open to Advertising adopt Web 2.0 features and functions at Online video consumption by connected 46.13% an accelerated pace as formerly “edge” consumers continues to soar, as 94% of technologies are now widely used by the respondents reported watching online 36.14% mainstream. video with some level of frequency. Nearly a third of respondents watch some video • 28% use Twitter, a relatively new 17.43% on a daily basis. Sharing videos, or viral 15.57% communication tool, with some frequency 13.52% usage, appears to drive a large majority 8.42% 7.15% 5.88% 5.68% 6.46% • 41% use tag clouds with of consumption with 84% of respondents 5.09% 3.72% 3.72% 2.84% some regularity indicating they receive videos from peers on BEBO BLACK PLANET CARDOMAIN CLASSMATES FACEBOOK FLICKR FRIENDSTER LAST.FM LINKEDIN MEETUP MYSPACE TWITTER XANGA YELP YOUTUBE OTHER a frequent basis. • 52% use RSS feeds with some regularity Not all of that content is professionally produced, either. A slight majority of • 52% have shared bookmarks with What You Talkin’ About: The Web Is Social, Killer Apps Connect others through services like del.icio.us connected consumers (52%) have uploaded People, Enable Conversations /* Perhaps the biggest recent change videos online with some frequency, and • 55% use widgets on the computer 72% have shared videos with their peers. Perhaps the biggest recent change in Internet behavior is the mass acceptance of the Web as a social medium. From instant messaging, in Internet behavior is the mass desktop with some frequency • 62% use widgets on Web sites such Clearly this poses another challenge email and “tweets” that enable people to communicate directly, acceptance of the Web as a social for publishers, especially broadcast TV to photo and video services that enable people to share media as Facebook or iGoogle networks (NBC, ABC and CBS). They must effortlessly, to blogging which connects people through non- medium. Instant messaging, email adapt as the centralized analog model is • 81% read “Most Popular” or “Most disintegrating in our new online, networked traditional media, the “killer app,” if you will, is social in nature. and “tweets”... enable people to Emailed” links with some frequency No publishers benefit more from this trend than social media sites, The Widgetized Web world. On a positive note for both publishers like MySpace, YouTube and Facebook, which are clear favorites of communicate directly. */ and aggregators (YouTube, et al.), We were most surprised to see widespread connected consumers today. consumers are open to viewing advertising acceptance and frequent consumer with their videos, with the majority preferring Some of the tech-set darlings like Yelp, Twitter, Last.fm and even Flickr, Regardless of which social media property consumers choose, they usage of Web site widgets. A relatively companion banners to pre-roll and newer, appear to struggle in reaching a broader audience while mainstream are universally spending a massive amount of time interacting with new technology popularized by platforms emerging forms of video advertising, such fare, such as Classmates and Friendster still hold some sway. In each other. The majority of survey respondents (75%) indicate they like Facebook and Google, and providers as tickers and interstitials. addition, connected consumers say they are active in multiple social spend at least one hour a week on these properties, with a large like Slide and RockYou, widgets are small properties with 68% participating in two or more networks. number (19%) spending more than seven hours a week on social applications that run on other Web sites networking sites. or the computer desktop. Their pervasive /* Clearly this poses another And not too surprisingly, most consumers are using social networking use indicates consumer comfort with the concept of distributed experiences, which challenge for publishers, services to connect with others—either actively or passively. Few can be consumed wherever and whenever are venturing there for less-social goals, such as finding out about he or she chooses. especially broadcast TV new products or services. And despite the proliferation of games and applications available on social media sites, user activity This development reinforces our belief that networks (NBC, ABC and is still dominated by communicating with friends and updating distribution of content and services will trump destinations, as both consumers CBS). They must adapt status messages to keep others abreast of personal news and developments. But that does not mean that consumers don’t and Internet technologies continue to as the centralized analog believe that there is a role for advertisers on social media sites. evolve. Additionally, it will provide significant challenges for publishers model is disintegrating in (primarily media and entertainment companies) who currently have no our new online, networked clear path towards monetizing content world. */ distribution across the Web. FEED: The Razorfish Consumer Experience Report / 2008 I should tell people when I hate or love somethIng . 17
  • 10. /* The real value for advertisers is the role of social Unfortunately for retailers, the trend of disintermediation continued at an accelerated pace in 2008. When asked Advice to Retailers: Personalization + Perks There are a number of bright spots for retailers. influence in persuading consumers to purchase. where they would start their online search for a product First, personalized recommendation engines have a profound less than $100, many (55%) preferred using a search Nearly half of all respondents (49%) indicate they engine. Merely 12% opted for visiting the Web site of effect on connected consumers: according to our survey, 65% of consumers indicate that they have made a purchase have made a purchase based on a recommendation a known and established retail store. based on an automated recommendation triggered by past For consumers in the market for a product that cost purchases from a site like Amazon. through a social media site. */ $1,000 or more, only 44% preferred using a search engine. Second, retailer loyalty programs are another bright spot. Established retailers fared slightly better, with 14% opting Respondants who think brands should According to our survey, the same number of consumers Consumers on Social Network Advertising: Yes, Please! for the Web site of a known and established retail store. advertise on social media properties (65%) indicate loyalty programs that offer “points,” discount Interestingly, 40% of survey respondents said they have made a purchase The difference in consumer behavior between high and low incentives or discounted shipping for multiple purchases (e.g. based on advertising they saw on a social media site. And the vast majority priced items suggests retailer trust and reputation becomes Amazon’s Prime) highly influence purchase decisions. Loyalty welcome advertising in social media experiences—76% of all consumers think more vital as price goes up. Consumers are willing to pay services—such as Best Buy’s Rewards Zone, Amazon Prime, a wide range brands like Nike, Virgin and Bank of America should advertise in more for the peace of mind they experience when buying a and others—are key if retailers are to thrive in an increasingly social media. quality product from a trusted source. competitive digital environment. Most tellingly, the real value for advertisers is the role of social influence in While search clearly dominates the initial online shopping persuading consumers to purchase. Nearly half of all respondents (49%) experience, peers are the largest influencers when indicate they have made a purchase based on a recommendation through determining when and what to purchase. The large majority a social media site. of consumers (61%) rely on user reviews for product information and research, with a much smaller group (15%) preferring editorial reviews. The End of Traditional Retailers?: Peer-Driven Recommendation and Search Drive Digital Commerce Respondants who have made a purchase based on a recommendation through a social media property As we learned last year, connected consumers increasingly rely on peers for product recommendations, and search (primarily Google) to locate products Products $100 or less 54.56% General Search online. This is forcing online retailers to rethink their strategies—optimizing for search activity, enabling user-generated content and ratings, and creating 4.86% Would ask a friend online using a social network site engaging, valuable digital experiences to differentiate their brand. 7.14% Would visit a specific ecommerce site 12.30% Would visit the Web site of a trusted retailer 10.71% Would use a comparison shopping search engine I’m doing people what 9.52% Would use a product review site I like to show le are doing I like to see what other peop .89% Other Products $1,000 or more ne else is on them Because everyo 44.09% General Search d to new ideas They help me get expose 14.00% Would use a product review site 10.33% Would use a comparison shopping search engine I like to try new things 14.10% Would visit the Web site of a trusted retailer They help me meet new people 10.13% Would visit a specific ecommerce site They help me stay in touch with people I know 5.36% Would ask a friend online using a social network site 1.99% Other 10 20 30 40 50 60 70 80 Top Reasons that People use Social Media Properties Digital property that respondants would use to start their web shopping experience FEED: The Razorfish Consumer Experience Report / 2008 I hate hate hate my cable company. hate. 19
  • 11. Mobile: U.S. Still Developing, Smartphones Growing, Apple Makes Major Impact Despite huge advances in mobile Internet technology adoption since our survey last year, the U.S. is still a developing country when it comes to mobile phone usage and digital services. But there are signs of change, as more and more connected Venturing into Uncharted Digital Territory: consumers have mobile, Internet-capable devices, and as Consumers Reward Brands that Break New Ground messaging continues to grow in importance. Based on our research, we believe U.S. consumers will ultimately While the vast majority of connected consumers have standard continue to accelerate their adoption of Internet technologies in the mobile handsets, 26% have smartphones. near future and will actively look for brands, products and services Apple’s nearly overnight share (6%) of the consumer smartphone that can satisfy them in this new, networked digital landscape. Key market is the real surprise. This survey, completed just before the implications for marketers, advertisers and publishers to consider: launch of Apple’s iPhone 3G, finds the computer maker with a Digital Behavior Defies Age: We found today’s connected market share similar to Windows Mobile (8%) and almost half that consumers equally distributed across all age ranges, with a of RIM’s BlackBerry (12%). slight skew to older segments. No longer are we seeing Internet In terms of feature usage, text messaging is the dominant mobile technology adoption rates limited to only certain service used by connected consumers today with 87% sending segments. Our study found widespread acceptance of these new and receiving messages on a somewhat frequent basis. Taking service offering and finds older consumers much more likely to and sharing photos is also popular, with 82% and 67% partaking, spend money online. respectively. Human Connection Drives Technology Adoption: Consumers use Other mobile data services were not quite as popular: Internet technologies to connect with each other across a plethora of sites, tools and media. They express a willingness to dabble • 35% have checked work email on their mobile phone with new, emerging services (Twitter, Flickr) and congregate on • 43% have watched video on their mobile phone multiple platforms when they become widely accessible (Facebook, MySpace, YouTube). • 46% have accessed directions or looked up a map Distribution Trumps Destination: All signs point to the continuing Social Media Continues to Evolve: We are still in the early days • 47% have listened to music on their mobile phone disintegration of “one-stop” digital destinations, at least as far as of social media, with platforms and services in a constant state • 50% have checked personal email on their mobile phone consumers are concerned. We’ve found that they don’t want a of evolution. While this study indicates few consumers are currently one-size-fits-all solution for their needs. Consumers prefer using venturing into social media platforms for commercial goals, such • 51% have accessed a Web site on their mobile phone multiple destinations, and then aggregating media and services, via as learning about new products and services, this is a key area to • 51% have checked weather, news or sports headlines on simple tools like RSS, into a highly personalized view of their digital watch in the coming months. We expect to see greater reliance their mobile phone world. This has massive implications for major publishers, like NBC, on social media to influence purchasing in the near future and not CBS, ABC, and CNN, who are now forced to completely rethink the just from friends, but also from brands. This might even come full While these are fairly large numbers, the majority of connected way they reach consumers in a fractured distribution environment. circle, shortly, where brands will regain some modicum of control consumers who do use these services are dabblers, at best, with and credibility if they can figure out how to play meaningfully in this only a small percentage using them with any real frequency. That space moving forward. Our best guess is that the notion of a social shouldn’t discourage mobile data service providers though, as the media “campaign” will be jettisoned, and brands will provide richer, growth in both capable devices and consumer readiness is on the more sustainable content and services on an ongoing basis. move. We see this space growing by leaps and bounds as handsets advance and 3G continues to expand. FEED: The Razorfish Consumer Experience Report / 2008 I love my new shoes. They’re lIke leaTher pIllows. 21
  • 12. Designing experiences for the Facebook generation by Marisa Gallagher Facebook may have jumped the shark. MySpace is peaking. Even Club Penguin is not flying high anymore. Growth rates of social networks paint the picture clearly. Though Facebook and MySpace are still seeing record global traffic, their year-over-year U.S. growth rates have peaked and are on the decline. April 2008 Nielsen stats show Facebook dropping below a 56% pace—way down from the 100+% growth highs of the 2007 summer. MySpace logged a miniscule 3% annual growth rate, and Club Penguin is languishing with an actual 7% decline in growth. FEED: The Razorfish Consumer Experience Report / 2008 I have resorted to usIng “frIend” as a verb. 23
  • 13. Do these dwindling numbers for the big networks mean that social networking is dead? Not by a long shot. Embrace the network, but beware of the network effect. The greatest thing about social networks community cannot be created instantly. What is happening is that the concept of social networking is evolving and is how they allow you to reach a lot of You need people to get people, and it morphing. It’s now about making the entire Web social instead of just creating a people quickly and tap into the power of takes a lot of seeding and feeding to ghetto of destination sites where people have to go to socialize. Retailers, news- community. Marketers are discovering reach a network effect strong enough to papers, TV networks and even search engines are incorporating “social” into their that community can get a company’s create a real, working community. digital strategies and they’re taking cues from the social networks to do it. message across faster and more authentically than traditional media It took more than three years for MySpace, YouTube and Facebook to News Feed Posted Items status photos live feed events ever could. This idea fuels the viral really take off. Much of their “crazy viral” content sat around for long superstardom dreams of many YouTube stretches too, steadily and stealthily building an audience. Here’s what they’ve learned from devotees and marketers alike. It’s a powerful concept for companies— In the end, a company has to be patient social networks: building a real relationship with their influential customers and audiences, and with community relationships and nudge a bit to get them started. That’s then empowering those folks to normal and well worth the advocacy and Share the spotlight. get the word out. The problem is that authenticity they bring. People want to feel special and tend to have read, searched or shared. CNN reach out to the things that make them goes a step further and gives broadcast feel that way. So, it’s no surprise that and digital airtime to user-generated, Make it interactive and plan for multiple levels of participation. people flock to social networks in droves; citizen journalist iReports. Nike does it they make users feel like the star of too, by centering its Nike+ site on the Social networks excel at making users do something instead of just consume something. their own lives. The same desires extend users’ profiles and the community’s And they do it best by providing a continuum of ways to interact: to companies, products and even TV interactions, instead of its shoes. And networks. The lesson here is that socially- Yahoo!, Google, and Coca-Cola go full Low-level: rating, poking, tagging, The best and most successful sites from aware companies put customers and bore—giving their entire home pages commenting, subscribing Flickr to Facebook to Nike all provide a audiences at the center of their world, or over to each user to “trick out” with their Mid-level: writing statuses, twittering, playing similarly broad continuum of tools to sup- at least make them a part-owner in it. The own MyYahoo! and iGoogle controls or games, adding widgets, uploading photos port their members’ abilities to connect New York Times and most newspapers Coke bottle designs. In all cases, the key High-level: making videos, writing blog posts with one another and engage with each do this by simply highlighting the “most is they make sure the spotlight is on the and reviews other directly. Our own research showed popular” articles other site visitors customers and not on themselves. Expert-level: moderating groups and message that almost 90% of users interact regu- boards, creating applications, running feeder larly with the social sites and do so across businesses on the social network’s “economy” a diverse range of activities. Leverage the platform, not just the site. Answers to the Following Survey Question: The most recent rapid expansion on audience and increase engagement and “Which of the following actions do you perform on social media sites? the Facebook and MySpace sites came usage by simply remembering user pref- Choose all that apply.” when they opened up their systems and erences and planning for distribution. For allowed developers to make applica- this approach to work, the walled-garden 70 I write messages or post to friends tions for their sites. Flickr and LinkedIn Web site should be loosened up enough 60 saw increased gains from similar types to allow the traffic to come in. I update my status of external hooks, one by pushing out 50 I join groups “embed code” and Flickr streams, and 40 the other by pulling in email contacts I play games and pushing a user’s network back out 30 to world, making even BusinessWeek I download applications 20 articles contextually relevant to the I create groups individual reader (see screenshot). In all 10 cases, playing nicely with other systems I do not participate in any of the above 0 has created opportunities to build an 1 2 3 4 5 Next 1 2 3 4 5 Next FEED: The Razorfish Consumer Experience Report / 2008 I just “frIended” my best frIend from kIndergarten. WoW. 25
  • 14. Don’t forget the business model. The last and maybe most important Nike+ and Classmates demonstrate lesson social networks have taught us another solid model for monetizing com- comes out of the failures. Many of these munity selling actual products. LinkedIn, sites—including the billion-dollar-baby, Flickr, enterprising Twitter fans (see the YouTube—have had a hard time finding iPhone App Store screenshot below) and sustainable business models. To make a Craigslist charge for in-demand prosum- real difference, the new social Web needs er and corporate toolsets, while offering to have a strong business foundation. free basic tools to seed the growth of Advertising can be a road to riches for their networks. some social networks—and has shown some real promise on MySpace and The Web needs to see even more diverse Yahoo!—where there is a mass of users models come to light—models that sup- and extensive use of behavioral targeting. port the human need for communication But, for most social networks, advertising and connection, while providing a high is not the panacea and community build- enough return to secure a long-term ers are going to have to find other ways to future for the communities being built. get a return out of their social investment. Running through all these lessons from the Facebook phenomenon—the importance of business fundamentals, the interactions, the network, the platform and the spotlight—the common thread is the need for companies to create lasting, valuable relationships with their actual customers by giving them a voice and responding to their desire to engage. Facebook users are generally OK with the corporate game; they just want their seat at the table. FEED: The Razorfish Consumer Experience Report / 2008 I thInk I’m gettIng the hang of thIs. 27
  • 15. by Kyle Outlaw ics of world- innovation. Statist U.K. in mobile wireless see three a, Japan and the few years should tries such as Kore owever, the next U.S. is behind coun pport this view. H rception that the ures appear to su the global mobilit y landscape. It’s a common pe obile browsin g and gaming feat nificant impact on S, MMS, m omise to have sig wide usage of SM ile industry that pr ts in the U.S. mob major developmen FEED: The Razorfish Consumer Experience Report / 2008 I am beached In mauI. 29
  • 16. Life After the iPhone: Preparing For The 3G Mobile Internet There is a commonly-held perception that the US is behind in mobile wireless innovation as compared to countries such as Korea, Japan, and the UK. A statistical review of worldwide usage of such features as SMS, MMS, mobile browsing, and gaming would appear to support this conclusion, however, we are seeing three major developments within the US mobile industry that promise to have significant impact on the global mobility landscape within the next few years. Meizu M8 Samsung F700 Should you pay $700 for a phone? The LG Prada phone is one of the many iPhone killers being released this year. Design Rules Platform Wars The first major development is in mobile user experience. For the past The second major development is the wave of innovation often referred to as decade, prospective “mobilists” in the U.S. have been accustomed to steady the “American Idolization” of mobile application development, which began advances in user-centered design for PC and Web-based applications. with Google’s “Android Developer” contest. This contest offered up to $10 Combine this with the poor design quality of most mobile applications, and million to developers as an incentive to create applications for its as-yet-to- Openmoko Neo one can see why most users haven’t been inclined to use a phone for anything be-released platform. It was soon overshadowed by the $100 million iFund, beyond voice services. sponsored by venture capitalists Kleiner, Perkins, Caufield & Byers, which awarded money for iPhone applications and even whole start-up ideas. Later, With the introduction of the iPhone, however, Apple set the bar for device not to be outdone, BlackBerry announced its $150 million BlackBerry Fund. simplicity, and the handset community is now being forced to play catch-up. The iPhone shattered the long-held notion that cell phones must be These competing sources of funding have made the development cost per intrinsically difficult to operate. In response, several would-be iPhone killers application quite low, as the award money is distributed among thousands have already been released, including: the Samsung F700, the LG Prada, the of developers. Moreover, whichever platform gets the most developers cod- Sony Ericsson W880 Walkman, the Meizu M8, the HTC Diamond and the ing for its platform can set the standard. The net effect? These competitions Openmoko Neo. have kick-started a wave of innovation within the wireless industry in the U.S. FEED: The Razorfish Consumer Experience Report / 2008 I don’t know why I’m stIll updatIng my status. 31
  • 17. Open Access and 3G The third major development is Web service among consumers on a global scale. This will complete the convergence of the PC and the phone by the end of this decade. T-Mobile G1 Expect to see the “mashup” ethos of Web 2.0 (think Facebook apps, in par- ticular) extend into the mobile arena. The result will be numerous new and innovative products and services that our clients will provide to existing cus- tomers and new, unforeseen customer bases. iPhone Is Only the Beginning While the iPhone represents a significant milestone in the history of mobile, it is unclear whether it will ultimately dominate the smartphone market, even here in the U.S. The so-called “iPocalypse”—in which thousands of customers suffered various activation woes—drew attention to the challenges of scaling a mobile platform. One device manufacturer may have difficulty supporting an entire platform on its own (BlackBerry, take note). Platform agnosticism—enabling a platform to run on multiple devices—may yet prove to be the best long-term survival strategy. Will Apple choose to separate software from device and make its OS available on other devices, or is it doomed to repeat history as with its refusal to license its GUI to Microsoft back in the 80s? Time will tell. Meanwhile, the iPhone is probably just the tip of the iceberg as we make the transition to an age of disruptive mobility. HTC Diamond Sony Ericsson The true impact on the global mobility landscape will come from the criti- W880 Walkman cal mass generated by focus on user experience, innovation from competing mobile platforms and newly available device-agnostic wireless spectrum. The next wave of 3G-enabled smartphones will provide whole new opportunities for interactive agencies and their clients to create mobile applications leverag- ing social networking, the semantic Web, video games and beyond. I am now the envy of all of my co-workers. FEED: The Razorfish Consumer Experience Report / 2008 Guess that’s why. 33