172 million now online
According to a Harris Poll, the number of adults who are online at home, in the office, at school, a library or other locations continues to grow at a steady rate. In the past year, the number of online users has reached an estimated 172 million, a 5 percent increase.
In research among 2,032 U.S. adults surveyed by telephone in February and April 2006, Harris Interactive, Rochester, N.Y., found that 77 percent of adults are now online, up from 74 percent in February/April 2005, 66 percent in the spring of 2002, 64 percent in 2001 and 57 percent in the spring of 2000. When Harris Interactive first began to track Internet use in 1995, only 9 percent of adults reported they went online.
The proportion of adults who are now online at home has risen to 70 percent, up from 66 percent in 2005 and 55 percent in the spring of 2002. The percentage of those online at work has not really changed (35 percent now, 36 percent in 2005) yet is still up from 30 percent in the spring of 2002. Adults who are online at a location other than their home or work also remains steady at 22 percent (21 percent in 2005, 19 percent in the spring of 2002).
As Internet penetration rises, the demographic profile of Internet users continues to look more like that of the nation as a whole. It is still true that more young than older people, and more affluent than low-income people, are online. However, 8 percent of those online are now age 65 or over (compared to 16 percent of all adults who are 65 or over), 39 percent of those online (compared to 47 percent of all adults) did not go to college and 14 percent have incomes of less than $25,000 (compared to 19 percent of all adults). The Harris Poll was conducted by telephone within the U.S. between February 2006 and April 2006 among 2,032 adults (aged 18 and over). For more information visit www.harrisinteractive.com.
Lawn and garden market growing like weeds
The increase in U.S. home ownership and the popularity of relaxing and entertaining outdoors are contributing significantly to developments in the U.S. lawn and garden industry, according to a report from Chicago research firm Mintel. The market was projected to reach $95 billion last year, up 5.6 percent since 2004. Mintel partnered with trade magazine Nursery Retailer to identify key trends in the industry and support the category’s market size.
Most consumers have some outdoor space to use for growing green goods. According to the Hearth, Patio & Barbecue Association, almost 60 percent of the 1.8 million new homes built in 2004 have a patio, porch or deck. In a Mintel survey, 85 percent of respondents have a yard and 48 percent have a garden. Consumers prefer to use this space for retreat and relaxation. “Americans are extending their living space outside the house,” says Jeff Morey, president and publisher of Nursery Retailer. “They want outdoor areas they can make into havens for personal enjoyment or entertainment. The variety of gardening options, from the water and container category to the herb and vegetable category, provides a means for making this space into an ‘outdoor room of one’s own.’”
For many, cooking with fresh herbs and produce is the reward for hard work in their gardens. According to the Mintel survey, more than a third of respondents engage in outdoor herb and vegetable gardening. This trend is driven by increased interest in organic and healthy cooking. A separate survey showed that more than 56 percent of nearly 25,000 respondents look for the freshest ingredients when they cook. This figure jumps to 67 percent among those who garden. According to the National Farmer’s Market Directory, the number of farmers’ markets increased 111 percent between 1994 and 2004. They have introduced consumers to the benefits of greens, herbs and produce.
In general, the growth in home ownership has resulted in more lawn and garden care. Those selling their homes use landscaping to increase the property’s value. Those buying want to make the property their own, planting their favorite flowers and plants. With the wide availability of gardening and green care options, from potted goods for container gardening to trees and water gardens for those with land, the market offers something for every gardener. “There are many different types of green thumbs,” says Erin Fowler, analyst at Mintel. “Our research shows that half of respondents with outdoor growing space refer to gardening as an enjoyable pastime, while 30 percent call it ‘a chore.’ Some 11 percent say it is ‘a passion.’ Industry players need to recognize the variations in the market and customize products based on the level of consumer interest.” For more information visit www.mintel.com.
Docs detail e-detail likes and dislikes
An online survey of physicians conducted by Lathian, a Plymouth Meeting, Pa., promotional firm, sheds light on what physicians like and dislike about electronic details (e-details). Lathian contacted a group of psychiatrists, oncologists, nephrologists, neurologists, pediatricians, cardiologists and general practitioners for the survey earlier this year. To qualify, physicians must have participated in at least four e-details in the past year, with one of them occurring within 60 days of the survey. The 20-minute survey contained 30 questions.
Nearly 60 percent of participants prefer e-details with streaming video and audio content, especially those featuring key opinion leaders (KOLs). Indeed, 87 percent of respondents said they consider KOLs who appear in e-detail videos to be knowledgeable and credible, while 71 percent said that KOLs add significant value to the e-detail experience.
More than half of the physicians surveyed described e-details as hard to use. For example, many e-details use red and green, which colorblind participants cannot distinguish. Likewise, there is a lack of keystroke navigation, which would help physicians who have trouble using a mouse.
E-details that combine academic integrity with fun are highly appealing. Case in point: Over 60 percent of respondents said they enjoy short, quiz-show-style games that let them compete. The physicians also gave high marks to crossword puzzles and memory-style games, where they have to match the e-detail drug’s features to the benefits they provide to patients.
Respondents agreed that only about 35 percent, or eight questions, of an e-detail should seek out market research information about their practice and online behavior. More than eight questions was considered burdensome or intrusive.
Almost 95 percent of respondents said they have a broadband Internet connection, an enormous jump from just five years ago when only 20 percent had one. This permits the high-bandwidth e-details with lots of interactive audio and video that were favored by responding physicians. For more information visit www.lathian.com.
Some churches show no faith in the Web
One out of every four Protestant churches in the United States has virtually no involvement with the Web, according to research reported in the January/February edition of Facts & Trends, a bimonthly publication from LifeWay Christian Resources of the Southern Baptist Convention.
The study, conducted by Ellison Research, Phoenix, Ariz., among a representative sample of 871 Protestant church ministers nationwide, explored how churches use Web technology. It shows 27 percent of all churches have no connectivity at all - no staff e-mail, no Web site and no Internet connection.
While the research shows 58 percent of all churches provide Internet access for their staff, a similar study conducted in 2004 by Ellison Research showed 91 percent of all ministers have access to the Internet. The current study demonstrates that in many cases, ministers have personal access but not access through their church.
Only half of all churches provide staff with e-mail, and just under half maintain a Web site. The proportion with an active Internet site has not changed significantly over the past year.
Relatively few Protestant churches use e-mail prayer chains (23 percent), have an e-mail church newsletter (18 percent) or have an online member directory (4 percent).
The number of churches making some use of the Internet is lower in the South (65 percent) than it is in other parts of the country. The smallest churches (with fewer than 100 in the congregation) are much less likely to use the Internet (60 percent) than are mid-size (100-199 people - 86 percent) or larger churches (200 people or more - 96 percent). Churches led by older ministers are also much less likely to be connected than are those with a pastor under the age of 60.
Presbyterian churches are the major denominational group most likely to be using the Internet (92 percent). Most other major denominational groups were about average, but Baptists from outside the Southern Baptist Convention (such as Progressive Baptist, Missionary Baptist, American Baptist) are much less likely than others to make any use of the Web (54 percent). In general, mainline and evangelical churches do not differ much in church use of the Web.
The study also explored Web content among churches with active Internet sites. Only four types of content are provided by a majority of all Protestant churches with a Web site: a map and/or directions to the church (70 percent), a calendar of upcoming events (65 percent), a statement of beliefs (60 percent), and pages for specific ministry departments (56 percent). In addition, half provide staff e-mail addresses on their site.
Other types of information provided by a significant proportion of churches include denominational information (43 percent), staff biographies and/or backgrounds (42 percent), special pages for youth and/or teens (42 percent), a regular church newsletter (38 percent), a way to submit prayer requests online (27 percent) and information about joining a small group (25 percent).
Among content less likely to appear on a church Web site are Bible study material or helps (19 percent), sermon transcripts (16 percent), upcoming sermon titles or topics (14 percent), sermons available in streaming audio (13 percent), a bulletin board, forum or chat room (12 percent), sermons in streaming video (4 percent), testimonies (4 percent) and a way to donate online (2 percent).
Larger churches are not only dramatically more likely to have a church Web site than are smaller churches, but their sites tend to be more sophisticated, with far more content. For example, 60 percent of large churches with a Web site provide special pages for youth or teens, compared to only 25 percent of small churches. Forty-five percent of large churches provide information about joining a small group, compared to just 8 percent of small churches. And 65 percent of large churches provide staff e-mail addresses, versus only 37 percent of small churches. About the only common type of content equally likely to appear on church Web sites regardless of the size is denominational information.
Mainline and evangelical churches differ somewhat in their Web content. Mainline churches with a Web site are more likely than evangelical congregations to have a regular church newsletter on their site (46 percent to 32 percent). But evangelical churches tend to have more content and more diversity on their sites, as they are more likely than mainline churches to provide a statement of beliefs (72 percent to 36 percent), special pages for youth/teens (48 percent to 34 percent), a way to submit prayer requests online (27 percent to 15 percent), Bible study materials or helps (26 percent to 10 percent), sermons in streaming audio (17 percent to 6 percent) and testimonies (7 percent to 1 percent).
Ron Sellers, president of Ellison Research, says that this study confirmed the company’s previous research showing a growing technology gap between larger and smaller churches. “Not only are larger churches far more likely to have a Web site, but they have much more content available for visitors to their sites. Their sites are also much more interactive, with ways to contact staff, learn about upcoming events, watch streaming audio or video, and submit prayer requests,” Sellers says.
However, even large churches infrequently take advantage of the many ways the Internet can impact ministry and communication. “Even among larger congregations, only a minority have a Web site where visitors can interact with other visitors, get help studying the Bible, get involved in a small group, learn about the pastor’s background or submit a prayer request,” Sellers says.
The sample of 871 Protestant ministers included only those who are actively leading churches. The study’s total sample is accurate to within ±3.2 percentage points at the 95 percent confidence level with a 50 percent response distribution. The study was conducted in all 50 states, using a representative sample of pastors from all Protestant denominations. Respondents’ geography, church size and denomination were tracked to ensure appropriate representation and accuracy. For more information visit www.ellisonresearch.com.
Social networking sites grow 47 percent
April data from New York-based Nielsen//NetRatings showed that the top 10 social networking sites collectively grew 47 percent year over year, increasing from an unduplicated unique audience of 46.8 million last year to 68.8 million in April 2006, reaching 45 percent of active Web users.
MySpace, which has attracted significant media attention of late, topped the list with 38.4 million unique visitors and a remarkable year-over-year growth rate of 367 percent. Blogger took the No. 2 spot, garnering 18.5 million unique visitors and growing 80 percent year over year, followed by Classmates Online with 12.9 million unique visitors and a 10 percent year-over-year increase. Newcomer YouTube and the more established MSN Groups rounded out the top five, with 12.5 million and 10.6 million unique visitors, respectively.
“Social networking sites are the reality television of the Internet,” says Jon Gibs, senior director of media, Nielsen//NetRatings. “The content is relatively inexpensive for publishers to produce, and social networking is not a fad that will disappear. If anything, it will become more ingrained in mainstream sites, just as reality TV programming has become ubiquitous in network programming.
“However, again like reality programming, the concept of ‘reality’ alone, or in this case ‘social networking,’ is not enough. In this competitive marketplace, sites also have to provide consumers with distinct content they can identify with.”
The interactive nature of social networking sites keeps visitors coming back. MySpace enjoyed the highest retention rate among the group, with 67 percent of all March at-home visitors returning in April. MSN Groups and Facebook also benefited from a loyal following, with 58 and 52 percent of visitors returning month over month, respectively. Xanga.com and MSN’s new social networking site MSN Spaces rounded out the top five sites ranked by retention rate, with 49 and 47 percent, respectively.
“The social networking sites that are seeing strong growth have developed a unique online presence that is continually refreshed by user generated content,” says Gibs. “This promotes ongoing consumer interest and visitor loyalty. However, while these sites have seen explosive growth over the past 12 months, this is a fickle youth audience, and the masses that have rushed to these sites could turn their attention elsewhere. The question that remains is, how strong are the social networks that consumers are building on these sites?” For more information visit http://nielsennetratings.com.
Marketers should wake up to insomniacs
According to a recent national study by New York research firm Guideline Inc., consumers are looking for both prescription medications and innovative sleep aids for relief of their insomnia. When asked what new products they were interested in using to help them sleep, 42 percent of those with symptoms of insomnia were interested in a prescription medication for their sleeplessness. Yet notably, 64 percent of those suffering from sleep difficulties said they would pay 5 percent or more for a hotel room if it promoted sleep.
When asked about other non-conventional sleep aids 35 percent of those with sleeplessness said they would consider special bedding that wicks away perspiration; 30 percent are willing to try lotions and scrubs with special aromas; 30 percent would use a pillow that holds essential oil beads; and 18 percent would consider a pillow with speakers playing music.
While it’s no secret that Americans sleep significantly less than recommended, of the 800 U.S. adults surveyed online in Guideline’s national survey, 76 percent of total respondents reported having sleep difficulties, rising to 83 percent among women. Only 4 percent of respondents said they have been diagnosed as suffering from insomnia.
“The appeal of a prescription medication for insomnia taken on a regular basis reflects the depth and pervasiveness of insomnia in the U.S.,” says Morris S. Whitcup, managing director, Guideline Inc. “While OTC sleep aids still top the list as the No. 1 choice to help Americans sleep, U.S. companies are willing to spend millions to convince consumers to buy premium bedding and non-traditional approaches for relief.”
Nearly half of those surveyed with sleep difficulties said they do not feel productive at work or school as a result of their sleeplessness, and over 13 percent admitted to falling asleep while driving.
Although consumers with insomnia reported being open to a variety of solutions for their sleeplessness, several key statistics stood out as the most widely-taken actions: four in 10 people reported taking medication, often a non-prescription remedy; one in five reported taking a prescription drug; 26 percent exercised more; 23 percent listened to relaxing music or sounds; and 17 percent bought new bedding. The importance of bedding is underscored by the fact that 74 percent of travelers cited it as an important factor in their selection of a hotel or motel.
“Insomnia represents a vibrant consumer market that is open to both large and small players,” says Jessica Hogue, relationship manager, Guideline Inc. “From the significant company expenditures by the major hotel chains to the less obvious offerings such as ear plugs and eye mask kits, marketing opportunities are endless. As long as people are looking to achieve sleep nirvana, the insomnia market offers substantial opportunities for a variety of products.” For more information visit www.guideline.com.