The
social networking phenomenon appears to have reached a level of
maturity as a battle for market share now rages between category titans
MySpace and Facebook.
In E-Poll’s Product and Category Usage survey, the number of
reported visits to MySpace has remained flat year over year, while
those reporting visits to Facebook grew by about 50%. This scenario
is confirmed by Hitwise,
an internet rating service that collects data directly from ISP
networks. Visits to this overall category have decreased 17% year to
year - Facebook’s market share grew from 14% to 21% and MySpace fell from 75% to 68%.
E-Score® Brand reveals that Facebook outranks
MySpace as “cool,” “entertaining” and
“fun” and is less likely to be considered “offensive.”
Source:
Product and Category Usage Survey conducted in August 2007 and August
2008 among a representative sample of 3,800 respondents ages 13+.
E-Score Brand conducted August 11-15, 2008 among a representative
sample of 1,500 respondents ages 13+.
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Peaks and Valleys in Online Viewing
More and more, TV viewers expect to have content available when they want it and where they want it.
According to FastTrack
™ Television,
online viewing of primetime broadcast TV shows peaked in late fall and
early summer during the past year. Potential driving factors include
vacation time around the holidays and early summer, allowing younger
viewers to catch up on missed shows while repeats air on TV.
As
the number of broadband subscribers and online content choices continue
to grow, online program viewing will trend upward. For broadcast TV
shows, that growth may look more like a series of higher peaks and
valleys rather than a skyrocket.
Source:
FastTrack Television fielded monthly from September 2007- August 2008
among 1,000 TV viewers ages 13-54 (n=12,000 total).
Source: FastTrack Television fielded August 27 –
September 3, 2008 among a total of 1,00 viewers
ages 13-54.
Scary Characters: ‘Villains’ can be as attractive as ‘Heroes’
Characters
that generate lots of goose bumps while maintaining high appeal
represent some of the best opportunities to make registers ring this
holiday season. Examples include The Emperor Palpatine, Jack Skellington, Incredible Hulk, Darth Vader and
Megatron.
Each ranks highly on the list of scariest characters (shown below by
age group) while maintaining moderate to strong appeal scores and low
negative ratings.
Opportunities
abound where a character’s scary attribute intersects with high appeal,
as consumers are inclined to pay to see them on the big screen, small
screen, and in store aisles.
Fine
tuning the attributes of scary characters to make them more appealing
can help turn up the dial on revenue generating opportunities.
Source:
E-Score Character is conducted quarterly among a representative sample
of 1,500 respondents ages 13-49, E-Score Character Kids is conducted
quarterly among a representative sample of 500 respondents ages 6-12
and E-Score Character Tots is conducted quarterly among a
representative sample of 400 respondents ages 2-5.
Source:
E-Score Character is conducted quarterly among a representative sample
of 1,500 respondents ages 13-49, E-Score Character Kids is conducted
quarterly among a representative sample of 500 respondents ages 6-12
and E-Score Character Tots is conducted quarterly among a
representative sample of 400 respondents ages 2-5.
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