Razorfish Feed Report Survey Data

By Garrick Schmitt, Malia Supe and Benjamin Lerch

How Social Apps, Pokes and Widgets Can Help You Connect I should tell people about the stuff i buy.

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Today’s digital consumers have moved well beyond merely sampling Web 2.0 technologies and services. They are now adopting these services at a breakneck pace and readily experimenting with new, more sophisticated offerings en masse. The Ever-Ready, Everywhere Consumer Connected consumers have enthusiastically embraced social media (both technologies and networking sites), are actively building and refining their own trusted personal networks, and are rapidly embracing new communication offerings like Twitter. In so doing, they are challenging publishers, advertisers and marketers to meet their needs in new, distributed and largely uncharted territories—many of which have no analog touch points—and to provide services that have no immediate monetization models. This was the key finding of our second annual Razorfish Digital Consumer Behavior Study. Content Will Drive Awareness, Not Advertising As a result, we predict savvy marketers and publishers will start to merge tactics in the months and years ahead. Content, in our view, will become advertising—both for brands looking to reach and engage consumers and for publishers who will look at content as an acquisition vehicle for a broader audience. In this uncharted territory, distribution must evolve into a science, as reaching consumers in a fragmented, personalized environment will become increasingly complex. Brands will need new tools and

FEED: The Razorfish Consumer Experience Report / 2008

services because today’s widget might become tomorrow’s TV set. And every player in this space will need to not only understand, but also learn how to manage digital consumer connections with almost no explicit controls. Use It or Lose It: Exploring Adoption vs. Engagement Last year, the intent of our study was to discover to what degree today’s digital consumer is really changing online behavior because of Web 2.0 technologies and services. We were pleased to find that the consumer adoption curve for Internet technologies was much more significant than we had anticipated. This year our design research team’s goals were quite different. We sought to dive much deeper and examine how advances in Internet technologies—specifically in online activity, social media usage, ecommerce habits and mobile access—were changing the way connected consumers engaged online and the impact of those behaviors on the industry.

Behavior Trumps Demographics Online: Connected Consumers Span Ages, Geography 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. The respondents were evenly split geographically between 10 U.S. metros 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: • Access to broadband • Spent $200 online in the past year (travel, Netflix, tickets, Amazon gifts, etc.) • Visited a “community site” (MySpace, YouTube, Facebook, Classmates, Wikipedia, etc.) • Consumed or created some form of digital media, such as photos, videos, music or news

/* 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. */

Based on previous Razorfish consumer research, we have found that these connected consumers roughly mirror the U.S. population with broadband access. According to the Pew Internet & American Life Project, on the whole, about 55% of all Americans today have a highspeed Internet connection, up from 47% in 2007. This translates to roughly 165 million people, based on a July 2007 population estimate from the CIA’s The World Factbook (Total Population: 301,139,947, July 2007 est.)

Web 2.0 Goes Mainstream: Adoption Accelerates, Users Aggregate Around Niche Interests Building upon our findings from last year, we found that consumers 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.

I just got a new mountain bike! Sweet!

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Blunting the Edge: Formerly “Digerati” Technologies Find Mainstream Appeal Connected consumers are continuing to adopt Web 2.0 features and functions at an accelerated pace as formerly “edge” technologies are now widely used by the mainstream. • 28% use Twitter, a relatively new communication tool, with some frequency • 41% use tag clouds with some regularity • 52% use RSS feeds with some regularity • 52% have shared bookmarks with others through services like del.icio.us • 55% use widgets on the computer desktop with some frequency • 62% use widgets on Web sites such as Facebook or iGoogle • 81% read “Most Popular” or “Most Emailed” links with some frequency The Widgetized Web We were most surprised to see widespread acceptance and frequent consumer usage of Web site widgets. A relatively new technology popularized by platforms like Facebook and Google, and providers like Slide and RockYou, widgets are small applications that run on other Web sites or the computer desktop. Their pervasive use indicates consumer comfort with the concept of distributed experiences, which can be consumed wherever and whenever he or she chooses. This development reinforces our belief that distribution of content and services will trump destinations, as both consumers and Internet technologies continue to evolve. Additionally, it will provide significant challenges for publishers (primarily media and entertainment companies) who currently have no clear path towards monetizing content distribution across the Web.

FEED: The Razorfish Consumer Experience Report / 2008

Video Is the Internet Star: Online Video Consumption Explodes, Consumers Open to Advertising Online video consumption by connected consumers continues to soar, as 94% of respondents reported watching online video with some level of frequency. Nearly a third of respondents watch some video on a daily basis. Sharing videos, or viral usage, appears to drive a large majority of consumption with 84% of respondents indicating they receive videos from peers on a frequent basis. Not all of that content is professionally produced, either. A slight majority of connected consumers (52%) have uploaded videos online with some frequency, and 72% have shared videos with their peers. Clearly this poses another challenge for publishers, especially broadcast TV networks (NBC, ABC and CBS). They must adapt as the centralized analog model is disintegrating in our new online, networked world. On a positive note for both publishers and aggregators (YouTube, et al.), consumers are open to viewing advertising with their videos, with the majority preferring companion banners to pre-roll and newer, emerging forms of video advertising, such as tickers and interstitials.

/* Clearly this poses another challenge for publishers, especially broadcast TV networks (NBC, ABC and CBS). They must adapt as the centralized analog model is disintegrating in our new online, networked world. */

SOCIAL MEDIA PROPERTIES USED BY RESPONDANTS

67.09%

65.43%

46.13%

36.14%

17.43%

15.57%

13.52% 5.88%

5.09%

BEBO

3.72%

BLACK PLANET

CARDOMAIN

CLASSMATES

FACEBOOK

FLICKR

FRIENDSTER

LAST.FM

What You Talkin’ About: The Web Is Social, Killer Apps Connect People, Enable Conversations Perhaps the biggest recent change in Internet behavior is the mass acceptance of the Web as a social medium. From instant messaging, email and “tweets” that enable people to communicate directly, to photo and video services that enable people to share media effortlessly, to blogging which connects people through nontraditional media, the “killer app,” if you will, is social in nature. No publishers benefit more from this trend than social media sites, like MySpace, YouTube and Facebook, which are clear favorites of connected consumers today. Some of the tech-set darlings like Yelp, Twitter, Last.fm and even Flickr, appear to struggle in reaching a broader audience while mainstream fare, such as Classmates and Friendster still hold some sway. In addition, connected consumers say they are active in multiple social properties with 68% participating in two or more networks.

8.42%

5.68%

3.72%

LINKEDIN

MEETUP

7.15%

6.46%

2.84%

MYSPACE

TWITTER

XANGA

YELP

YOUTUBE

OTHER

/* Perhaps the biggest recent change in Internet behavior is the mass acceptance of the Web as a social medium. Instant messaging, email and “tweets”... enable people to communicate directly. */ Regardless of which social media property consumers choose, they are universally spending a massive amount of time interacting with each other. The majority of survey respondents (75%) indicate they spend at least one hour a week on these properties, with a large number (19%) spending more than seven hours a week on social networking sites. And not too surprisingly, most consumers are using social networking services to connect with others—either actively or passively. Few are venturing there for less-social goals, such as finding out about new products or services. And despite the proliferation of games and applications available on social media sites, user activity is still dominated by communicating with friends and updating status messages to keep others abreast of personal news and developments. But that does not mean that consumers don’t believe that there is a role for advertisers on social media sites.

I should tell people when I hate or love something .

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/* The real value for advertisers is the role of social influence in persuading consumers to purchase. Nearly half of all respondents (49%) indicate they have made a purchase based on a recommendation through a social media site. */ Respondants who think brands should advertise on social media properties

Consumers on Social Network Advertising: Yes, Please! Interestingly, 40% of survey respondents said they have made a purchase based on advertising they saw on a social media site. And the vast majority welcome advertising in social media experiences—76% of all consumers think a wide range brands like Nike, Virgin and Bank of America should advertise in social media. Most tellingly, the real value for advertisers is the role of social influence in persuading consumers to purchase. Nearly half of all respondents (49%) indicate they have made a purchase based on a recommendation through a social media site.

The End of Traditional Retailers?: Peer-Driven Recommendation and Search Drive Digital Commerce As we learned last year, connected consumers increasingly rely on peers for product recommendations, and search (primarily Google) to locate products online. This is forcing online retailers to rethink their strategies—optimizing for search activity, enabling user-generated content and ratings, and creating engaging, valuable digital experiences to differentiate their brand.

I like to show

people what

Respondants who have made a purchase based on a recommendation through a social media property

I’m doing

I like to see what other

people are doing

ne else is on them

Because everyo

d to new ideas

They help me get expose I like to try new things They help me meet new people

They help me stay in touch with people I know

10

20

30

40

Top Reasons that People use Social Media Properties

FEED: The Razorfish Consumer Experience Report / 2008

50

60

70

80

Unfortunately for retailers, the trend of disintermediation continued at an accelerated pace in 2008. When asked where they would start their online search for a product less than $100, many (55%) preferred using a search engine. Merely 12% opted for visiting the Web site of a known and established retail store. For consumers in the market for a product that cost $1,000 or more, only 44% preferred using a search engine. Established retailers fared slightly better, with 14% opting for the Web site of a known and established retail store. The difference in consumer behavior between high and low priced items suggests retailer trust and reputation becomes more vital as price goes up. Consumers are willing to pay more for the peace of mind they experience when buying a quality product from a trusted source.

Advice to Retailers: Personalization + Perks There are a number of bright spots for retailers. First, personalized recommendation engines have a profound effect on connected consumers: according to our survey, 65% of consumers indicate that they have made a purchase based on an automated recommendation triggered by past purchases from a site like Amazon. Second, retailer loyalty programs are another bright spot. According to our survey, the same number of consumers (65%) indicate loyalty programs that offer “points,” discount incentives or discounted shipping for multiple purchases (e.g. Amazon’s Prime) highly influence purchase decisions. Loyalty services—such as Best Buy’s Rewards Zone, Amazon Prime, and others—are key if retailers are to thrive in an increasingly competitive digital environment.

While search clearly dominates the initial online shopping experience, peers are the largest influencers when determining when and what to purchase. The large majority of consumers (61%) rely on user reviews for product information and research, with a much smaller group (15%) preferring editorial reviews.

54.56%

Products $100 or less General Search

4.86%

Would ask a friend online using a social network site

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

9.52% .89%

Would use a product review site

Other

Products $1,000 or more

44.09%

General Search

14.00%

Would use a product review site

10.33%

Would use a comparison shopping search engine

14.10%

Would visit the Web site of a trusted retailer

10.13%

Would visit a specific ecommerce site

5.36%

Would ask a friend online using a social network site

1.99%

Other

Digital property that respondants would use to start their web shopping experience

I hate hate hate my cable company. Hate.

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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 consumers have mobile, Internet-capable devices, and as messaging continues to grow in importance. While the vast majority of connected consumers have standard mobile handsets, 26% have smartphones. Apple’s nearly overnight share (6%) of the consumer smartphone market is the real surprise. This survey, completed just before the launch of Apple’s iPhone 3G, finds the computer maker with a market share similar to Windows Mobile (8%) and almost half that of RIM’s BlackBerry (12%). In terms of feature usage, text messaging is the dominant mobile service used by connected consumers today with 87% sending and receiving messages on a somewhat frequent basis. Taking and sharing photos is also popular, with 82% and 67% partaking, respectively. Other mobile data services were not quite as popular: • 35% have checked work email on their mobile phone • 43% have watched video on their mobile phone • 46% have accessed directions or looked up a map • 47% have listened to music on their mobile phone • 50% have checked personal email on their mobile phone • 51% have accessed a Web site on their mobile phone • 51% have checked weather, news or sports headlines on their mobile phone While these are fairly large numbers, the majority of connected consumers who do use these services are dabblers, at best, with only a small percentage using them with any real frequency. That shouldn’t discourage mobile data service providers though, as the growth in both capable devices and consumer readiness is on the 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

Venturing into Uncharted Digital Territory: Consumers Reward Brands that Break New Ground Based on our research, we believe U.S. consumers will ultimately continue to accelerate their adoption of Internet technologies in the near future and will actively look for brands, products and services that can satisfy them in this new, networked digital landscape. Key implications for marketers, advertisers and publishers to consider: Digital Behavior Defies Age: We found today’s connected consumers equally distributed across all age ranges, with a slight skew to older segments. No longer are we seeing Internet technology adoption rates limited to only certain segments. Our study found widespread acceptance of these new service offering and finds older consumers much more likely to spend money online. Human Connection Drives Technology Adoption: Consumers use Internet technologies to connect with each other across a plethora of sites, tools and media. They express a willingness to dabble with new, emerging services (Twitter, Flickr) and congregate on multiple platforms when they become widely accessible (Facebook, MySpace, YouTube). Distribution Trumps Destination: All signs point to the continuing disintegration of “one-stop” digital destinations, at least as far as consumers are concerned. We’ve found that they don’t want a one-size-fits-all solution for their needs. Consumers prefer using multiple destinations, and then aggregating media and services, via simple tools like RSS, into a highly personalized view of their digital world. This has massive implications for major publishers, like NBC, CBS, ABC, and CNN, who are now forced to completely rethink the way they reach consumers in a fractured distribution environment.

I love my new shoes. They’re like leather pillows.

Social Media Continues to Evolve: We are still in the early days of social media, with platforms and services in a constant state of evolution. While this study indicates few consumers are currently venturing into social media platforms for commercial goals, such as learning about new products and services, this is a key area to watch in the coming months. We expect to see greater reliance on social media to influence purchasing in the near future and not just from friends, but also from brands. This might even come full circle, shortly, where brands will regain some modicum of control and credibility if they can figure out how to play meaningfully in this space moving forward. Our best guess is that the notion of a social media “campaign” will be jettisoned, and brands will provide richer, more sustainable content and services on an ongoing basis.

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Appendix:

Razorfish Digital Consumer Behavior Study Generated: Tuesday 21st of October 2008 Selected date range: 05/09/2008 to 10/22/2008

Survey Questions What is your age? 0.05% 16.69% 28.46% 24.37% 30.38% 0.05%

17 or below 18-24 years old 25-36 years old 37-44 years old 45-55 years old 56 or older

Are you...? 44.27% 55.73%

Male Female

Where do you live? 4.20% 3.76% 4.79% 5.14% 7.17% 5.68% 3.46% 4.89% 3.95% 5.73% 51.21%

San Francisco Bay Area Seattle Dallas Atlanta New York City Chicago Miami Boston Washington DC Los Angeles Other

Which of the following best describes your internet connection at home? 6.80% 45.04% 48.17%

Dial-Up Broadband – DSL Broadband – Cable

Which of the following best describes your online shopping behavior? 25.54% 74.46%

I have spent less than $200.00 online in the last year (e.g. travel, shopping, music, books etc) I have spent more than $200.00 online in the last year (e.g. travel, shopping, music, books etc)

FEED: The Razorfish Consumer Experience Report / 2008

Have you ever used a social media site? 83.35% 16.65%

Yes No

Which of the following describes your online media behavior? Please mark all that apply. 53.51% 78.11% 51.36% 85.03% 3.65%

I purchase music online (e.g. ITunes) I watch videos online (e.g. YouTube) I use photosharing sites (e.g. Flickr or Shutterfly) I use the web to get current news or information more than I do the television None of the above

Which of the following is the home page in your favorite browser? 37.90% 27.21% 6.03% 18.85% 0.19% 9.82%

Google Yahoo! AOL MSN Ask.com Other

Have you customized your home page with specific content feeds, scheduled updates or other features? 64.04% 35.96%

Yes No

How often do you share bookmarks with others (e.g. del.icio.us)? 48.00% 33.37% 11.41% 7.22%

Never Once in a while Most of the time All the time

How often do you subscribe to RSS feeds? 47.80% 30.34% 12.20% 9.66%

Never Once in a while Most of the time All the time

How often do you read “most popular” or “most emailed” links on websites? 19.80% 39.02% 26.93% 14.24%

Never Once in a while Most of the time All the time

How often do you use tag clouds? 59.90% 22.15% 12.29% 5.66%

Never Once in a while Most of the time All the time

I APPENDIX: UX SURVEY 2008

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How often do you use widgets on websites (e.g. Facebook or iGoogle)? 37.46% 27.12% 20.88% 14.54%

Never Once in a while Most of the time All the time

How often do you use widgets on your desktop? 44.78% 26.15% 16.88% 12.20%

Never Once in a while Most of the time All the time

How often do you use Twitter? 71.90% 14.83% 8.39% 4.88%

Never Once in a while Most of the time All the time

If you use widgets on a website (such as your personal iGoogle or Facebook page), how long do you typically keep them on the page? 9.19% 11.05% 13.39% 9.87% 4.11% 15.25% 37.15%

Less than 1 week 1 week 2 weeks 1 month 2 months More than 2 months Do not use

Which social media sites do you use? Please mark all that apply. 5.09% 5.88% 3.72% 36.14% 46.13% 17.43% 13.52% 3.72% 15.57% 5.68% 65.43% 8.42% 7.15% 67.09% 2.84% 6.46%

Bebo BlackPlanet CarDomain Classmates Facebook Flickr Friendster Last.fm LinkedIn Meetup MySpace Twitter Xanga YouTube Yelp Other social media sites

FEED: The Razorfish Consumer Experience Report / 2008

Approximately how much time per week do you spend on social media sites? 24.98% 34.87% 20.76% 9.60% 9.79%

Less than 1 hour 1-3 hours 4-6 hours 7-9 hours More than 9 hours

I use social networking sites such as LinkedIn, MySpace, or Facebook that let me network or connect with others because: (Choose the top three phrases that best describe why you use the site) 65.78% 26.84% 28.71% 34.02% 14.36% 52.11% 19.67%

They help me stay in touch with people I know They help me meet new people I like to try new things They help me get exposed to new ideas or new information Because everyone else is on them I like to see what other people are doing I like to show people what I am doing

I use social media sites such as Facebook, Yelp, or Last.fm that let me read product peer reviews or share information and recommendations with others because: (Choose the top three phrases that best describe why you use the site) 31.99% 27.07% 40.45% 52.76% 42.13% 47.05%

They help me make purchase decisions They help me make entertainment decisions I like to try new things They help me get exposed to new ideas or new information They let me express my opinions or share information that I think is important They expose me to new products and brands

Have you ever made a purchase based on an online recommendation made through a social media site? 48.82% 51.18%

Yes No

Have you ever made a purchase based on advertising you have seen on a social media site? 39.86% 60.14%

Yes No

Do you think brands (i.e. Nike, Virgin Airlines, Bank of America) should advertise on social media sites? 75.98% 24.02%

Yes No

How many online social media sites are you active in? 31.82% 30.25% 20.39% 9.26% 4.43% 1.77% 0.69% 0.49% 0.20% 0.30% 0.39%

1 2 3 4 5 6 7 8 9 10 More than 10

I APPENDIX: UX SURVEY 2008

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Which of the following actions do you perform on social media sites? Choose all that apply. 66.50% 67.59% 40.71% 33.30% 13.54% 30.53% 10.77%

I update my status I write messages/posts to friends within the network I join groups I play games I create groups I download applications I do not participate in any of the above

How often do you watch an online video? 5.84% 22.28% 44.65% 27.23%

Never About once a month About once a week About once a day

How often do you upload an online video? 47.92% 26.04% 17.03% 9.01%

Never About once a month About once a week About once a day

How often do you receive an online video clip from friends? 16.14% 34.36% 33.86% 15.64%

Never About once a month About once a week About once a day

How often do you share an online video clip with friends? 27.52% 30.20% 30.59% 11.68%

Never About once a month About once a week About once a day

How often do you watch a TV show online? 29.01% 29.70% 29.41% 11.88%

Never About once a month About once a week About once a day

How often do you use an online service to download or order movies (e.g. Netflix or iTunes)? 42.18% 21.88% 25.64% 10.30%

Never About once a month About once a week About once a day

FEED: The Razorfish Consumer Experience Report / 2008

To watch free videos online, which type of advertising do you find most preferable? 44.44% 33.63% 8.83% 13.10%

Banner ads on the same page as the video Pre-roll (video ads that play before your video loads) Tickers (ads that play alongside your video) Interstitials (ads that load in a new page before your video starts)

When you are in the market for a product that costs $100.00 or less, which of the following web usages do you find most helpful/ important? 2.98% 73.71% 61.31% 64.09% 23.91%

I never use the web when making purchasing decisions for items less than $100 I use the web to research and compare products and features I use the web to read online reviews and ratings of products or brands I use the web to see if prices will vary by retailer I use the web to locate retailers

Where would you begin your web search for this product? 54.56% 4.86% 7.14% 12.30% 10.71% 9.52% 0.89%

I would use a general search engine to see what comes up I would ask a friend online using a social media site I would visit a specific eCommerce site that I frequent or that I think specializes in that type of product I would visit the website of a known and established retail store I would use a comparison shopping search engine since I want to compare prices up front I would use a product review site to see how the product is rated and reviewed Other

When you are in the market for a product that costs $1,000 or more, which of the following web usages do you find most helpful/ important? 13.51% 65.84% 55.71% 53.53% 13.70%

I never use the web when making purchase decisions for items over $1,000 I use the web to research and compare products and features I use the web to read online reviews and ratings of products or brands I use the web to see if prices will vary by retailer I use the web to locate retailers

Where would you begin your web search for this product? 44.09% I would use a general search engine to see what comes up 5.36% I would ask a friend online using a social media site 10.13% I would visit a specific eCommerce site that I frequent or that I think specializes in that type of product 14.10% I would visit the website of a known and established retail store 10.33% I would use a comparison shopping search engine since I want to compare prices up front 14.00% I would use a product review site to see how the product is rated and reviewed 1.99% Other When you want to research a product on the web, which of the following do you rely on most for information? 60.54% 15.41% 3.58% 20.48%

User reviews Editorial reviews Shared shopping lists Comparison charts

I APPENDIX: UX SURVEY 2008

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Once you have decided on a product, which of the following criteria is the most important in making a purchase decision? 37.48% 15.81% 39.07% 7.65%

Website that is known and respected (e.g. Amazon) Website that also has an offline store e.g. BestBuy.com Best price available Best shipping and return policy

Have you ever purchased an item as a result of a personalized recommendation (e.g. Amazon) that a site made based on past purchases? 64.71% 35.29%

Yes No

Do loyalty programs that offer points, money off incentives or discounted shipping for repeat purchases (e.g. Amazon’s Prime) influence your decision to purchase? 64.71% 35.29%

Yes No

What type of mobile phone do you have? 5.87% 11.74% 7.96% 70.35% 4.08%

Apple iPhone Blackberry Windows Mobile Smartphone Other None

How often do you listen to music? 52.23% 24.46% 12.02% 11.30%

Never Once in a while Most of the time All the time

How often do you watch videos? 56.58% 26.42% 10.47% 6.53%

Never Once in a while Most of the time All the time

How often do you send & receive text messages? 13.16% 27.77% 20.62% 38.45%

Never Once in a while Most of the time All the time

How often do you check personal email? 49.43% 19.07% 12.75% 18.76%

Never Once in a while Most of the time All the time

FEED: The Razorfish Consumer Experience Report / 2008

How often do you check work email? 64.56% 11.50% 9.22% 14.72%

Never Once in a while Most of the time All the time

How often do you access websites? 48.39% 24.56% 12.85% 14.20%

Never Once in a while Most of the time All the time

How often do you check weather, news or sports headlines? 48.50% 21.24% 16.06% 14.20%

Never Once in a while Most of the time All the time

How often do you get directions and maps? 53.16% 24.04% 12.95% 9.84%

Never Once in a while Most of the time All the time

How often do you look up restaurant reviews? 68.39% 15.75% 10.05% 5.80%

Never Once in a while Most of the time All the time

How often do you research a product on the web? 65.70% 16.48% 10.98% 6.84%

Never Once in a while Most of the time All the time

How often do you take photos? 17.62% 33.06% 25.70% 23.63%

Never Once in a while Most of the time All the time

How often do you share photos (by sending to others via text message or email, posting them online, etc)? 32.75% 31.61% 19.90% 15.75%

Never Once in a while Most of the time All the time

I APPENDIX: UX SURVEY 2008

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FEED: The Razorfish Consumer Experience Report / 2008