178 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 178 million, a 10 percent increase. (Based on July 2006 U.S. Census estimate released January 2007 [225,600,000 total U.S. adults aged 18 or over].)
In research among 2,062 U.S. adults surveyed by telephone in July and October, 2007, Harris Interactive, Rochester, N.Y., found that 79 percent of adults are now online. This is a steady rise over the past few years, from 77 percent in February/April 2006, 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 amount of time that people are spending online has also risen. The average number of hours per week that people are spending online is now at 11 hours, up from nine hours last year and eight hours in 2005.
The proportion of adults who are now online at home has risen to 72 percent, up from 70 percent in 2006 and 66 percent in the spring of 2005. The percentage of those online at work has also risen, to 37 percent, up from 35 percent in 2006. The largest increase is among those adults who are online at a location other than their home or work as this has risen from 22 percent in 2006 to 31 percent today. It appears people who do not have access at home or work are increasingly turning to other outlets to get online.
As Internet penetration continues to grow, 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, 9 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 attend at least some college and 13 percent have incomes of less than $25,000 (compared to 17 percent of all adults).
I love you, Internet
It won’t make you dinner or rub your feet, but nearly one in four Americans say that the Internet can serve as a substitute for a significant other for some period of time, according to a poll released by 463 Communications, a Washington, D.C., consulting firm, and researcher Zogby International, Utica, N.Y.The Zogby/463 Internet Attitudes poll found that 24 percent of Americans said the Internet could serve as a replacement for a significant other. Not surprisingly, the percentage was highest among singles, of which 31 percent said it could be a substitute.
There was no difference among males and females but there was a split based on political ideology. Thirty-one percent of those who called themselves “progressives” were open-minded to the Internet serving as a surrogate significant other while only 18 percent of those who consider themselves “very conservative” would consider it a substitute.
The poll examined views of what role the Internet plays in people’s lives and whether government should play a greater role in regulating it. The online survey was conducted October 4-8, 2007, included 9,743 adult respondents nationwide and carries a margin of error of +/- 1.0 percentage point.
Like the TV in your room? Take it with you!
As Brandweek’s Mike Beirne reported, brands like Sony and Restoration Hardware have negotiated deals that will seed their products in high-end hotel rooms, allowing hotel guests to sample products like a Sony PlayStation3 and buy them, and frequently at a discount.
For example, as the Luxor Hotel in Las Vegas proceeds with a $300 million renovation, Restoration Hardware will design and provide furniture. Table tents and messaging on the hotel TV network will alert guests that these products are available at a discount exclusive to Luxor guests. “Quite often we share the same customer [demographics] as the hotel, so we’re able to co-market and do things together that are more valuable than just selling product,” said Claire Eeles, general manager of Restoration Hardware’s trade unit in Corte Madera, Calif.
Sony will be the electronics provider for Borgata Hotel Casino & Spa in Atlantic City, N.J., and the Seminole Hard Rock Hotel & Casino in Tampa and Hollywood, Fla. Guests there can sample Sony’s PS3, high-definition TVs and music from the Sony BMG division. Sony Suites are also in the works for top-tier guests and common areas could be converted to showcase products - all of which will be available at a 10-20 percent discounts for hotel guests.
Fulfillment can occur by ordering online, through a catalog using a special promotion code given to guests, or they can bring that code or coupon to a store for purchase. “Borgata becomes an extension of the company we’re joining with, and that’s why we’re excited about it,” said Larry Mullin, Borgata’s president and COO.
The deals were brokered by Brand Interaction Group (BIG), Summit, N.J. BIG has created a method for brands to build a return-on-investment-based platform in these environments, and is helping brands fuse sales and marketing initiatives under one program. Marketers can also pay for access to the hotel database of frequent guests for direct marketing efforts.
“Product Placement Finds Its Way Into High-End Hotels,” Brandweek, November 12, 2007