O C S Market Research Brief 7 6 09

U.S. General Services Administration

Office of Citizen Services
Citizen Market Research
June 24, 2009

Linking People. Sharing Knowledge. Serving Citizens.

Outline
Citizen Market Research key findings that will help government
improve customer service and citizen engagement

• US Citizen Demographics
• Internet Adoption and Behavior
• Technology Adoption
• Online Social Media Networking Habits and Preferences
• Government Online Media Networking Habits and Preferences
• Channel Preferences
• Service Performance Expectations

GSA Office of Citizen Services
2

U.S Citizen Demographics
U.S Population
3

• Over 306 million people

• There are 111.6 million households

• Average head of household is 49.5 years old

• Census says 62% use the internet AT HOME, was 22% in 1997

• Pew says 69% use the internet, but Pew doesn’t distinguish between home and work

• Nielsen says 75% have internet ACCESS

• 70% of those are also using social media, according to Market Tools

Sources: Census 6/22 and 25/09, American Demographics Magazine, 7/7/08

3

The U.S Population by age

65+ 38.8

45-64 78
Age

25-44 83.4

18-24 29.7

under 18 73.9

0 20 40 60 80 100
Population in millions
Source: Census, 7/1/08

4

Population by Generation
5

Generation Age Group Years Population
(in millions)
Silent 64-80 yrs. old Born 1929-45 38

Baby Boomers 45-63 1946-64 77

Gen X 27-44 1965-82 51

Gen Y or 8-26 1983-2001 75-80
Millennials

Sources: Census, Gov. Customer Support Conference 5/09

5

Race/Ethnicity
6

Race/Ethnicity Population Comments
White 199.8 mil. 66% of pop., will decrease
to 46% in next 40 years
Hispanic 46.7 mil. 15% of pop., will increase to
30% in next 40 years
Black 41.1 mil.
Asian 15.5 mil. 5% of population
Two or more races 5.2 mil. Will almost triple to 16.2
million in next 40 years
American Indian/Alaska 2.9 mil.
Native
Native Hawaiian/Pacific 517,000
Islander

Source: Census 2008
6

Hispanic Population
7
Trends younger – median age is 27

65 or over 9%

55 - 64 9%

45 - 54 16%
Age

35 - 54 23%

25 - 34 27%

18 - 24 16%

0% 5% 10% 15% 20% 25% 30%
% of Population

Sources: Forrester, Knowledge Networks, and Bureau
of Labor Statistics Current Population Survey 12/08
7

Internet Adoption and Behavior
Growth of the Internet

2000 2008
46% of adults use internet >75% of adults use internet
5% with broadband at home >60% with broadband at
home
50% own a cell phone
85% own a cell phone
0% connect to internet 54% connect to internet
wirelessly wirelessly
<10% use “cloud” >53% use “cloud”
= slow, stationary = fast, mobile connections
connections built around my built around outside servers
computer and storage
Source: Lee Rainie, PEW Internet and American Life, 4/22/09
8

Adult Internet Usage
9
90
80
70
60
50
% Internet
40
Usage
30
20
10
0
18-29 30-49 50-64 65+
Source: Pew Internet and American Life Project, 1/6/09

9


Adult Internet Usage by yearly income
100

90
80
70

60
50
% who use the net
40

30
20
10
0
less than $30K 30-50K 50-75K 75K+


10


Adult Internet Usage by education
100

90

80

70

60

50
Education
40

30

20

10
0
less than HS HS Some college College+


11


Adult Internet Usage by race

70

60

50
White
40 Black
30 Asian
Hispanic
20

10

0

Source: Census data from Oct/Nov 07 released 6/25/09

12

Don’t use internet at home
Digital Divide by race and education?

40
% w/no
20
net use
at home
0
total

60 100
White
Less than HS
40 Black HS
50 Some coll.
20 Asian
Coll. And Coll.+
Hispanic
0 0

Source: Census data from Oct/Nov 07 released 6/25/09
13


Net usage at other locations
14

Home Work Other
location
Gen Y 75% 31% 33%

Overall 71% 34% 15%
population

Source: Forrester, “Broadband Dominates the Home Internet Access Market,” 7/21/08

14


Pew’s Nine Tribes of the Internet
Motivated by Mobility % Pop Gender Med. Age Attributes
Ambivalent Mobile devices are critical to their social life, but
Networkers 7% 60% M 29 they often find them intrusive
Wide range of online and mobile habits, like to
Media Movers 7% 56% M 34 share info. & photos etc.
Use mobile devices to active manage social life,
Roving Nodes 9% 56% F 39 love to email and text
Few tech assets, but can't live without new cell
Mobile Newbies 8% 55% F 50 phone, most do not use Internet
Total 39%
Stationary Media Majority
Online users content to use high-speed
connection, cell phone and mobile are used only
Desktop Veterans 13% 55% M 46 when necessary
Infrequent online users, use tech for basic
Drifting Surfers 13% 56% F 42 information gathering
Information Rooted in old media, see no benefits from
Encumbered 10% 67% M 53 technology in personal life
See no benefit to tech because it is not relevant
Tech Indifferent 10% 55% F 59 to their life
Off the Net 14% 57% F 67 No cell phone and no online access
Total 61%
Source: Pew Internet and American Life Project, 6/09
15

Technology Adoption
Citizen Technology Trends

16

Technology Adoption
Emerging Technology Trends

17

Technology Adoption
Mobile Adoption
18
Age Adoption Rate
12-18 yrs. Old 75%

75% of 12-18 year olds are also “text messagers,” compared to
just 54% of adults

Among 12-18 year olds, social networking sites and texting are
most preferred methods to communicate with friends

18-24 85% (56% among Hispanic Gen Y/18-28 yr olds)

25-44 82%

45-54 80%

55-64 79%

Sources: Forrester 12/08, Biz Report News for Online
Marketers 9/20/07
18

Technology Adoption

Cell Only Households
• 85% of Americans (approx. 226 million) own a cell phone
• 20.2% of American homes are cell only, according to the Nat’l Ctr for Health
Statistics
• Of these:
• 22% of adults 30-44 say their household is cell only
• 12% of adults 45-54
• 3% of adults 65 and over
• Cell only households are more educated
• 13% are high school grads
• 18% have college degrees
• 10% have less than a high school education
• Adults living at or near poverty are more likely to say their household is cell
only, greater need to economize by cutting landline?
• Higher income adults can afford cell phones, but may retain landline for
security systems, internet access?
• 1.9% of households have no phone service at all, cell or landline
• This amounts to about 2.1 million households
Sources: comScore 12/08, CDC Health Marketing’s National Health Interview Survey 12/08

19

Technology Adoption

Favorite Mobile Activities
20

44 million mobile browsers
Favorite Mobile Activities Percentage Comments
Accessed maps/directions 79%
Access search engine 68%
Accessed weather 60%
Sent text msg. 54%
Accessed work email 52%
Accessed personal email 46%
Used IM service 38%
Accessed news/info. 33%
Accessed social networking site 21% Fastest GROWING mobile
activity, 93% from 07 to 08
Source: comScore, 12/08

20

Technology Adoption

Mobile Activities - Gen Y Hispanics

• We talked a few slides back about Gen Y Hispanics
having a lower rate of mobile adoption. But for those who
have adopted mobile, Forrester says they are:
• 16% more likely than non-Hispanics to send or
receive text messages on their mobile
• 19% more likely to access the internet
• 27% more likely to send or receive email
• Did these folks skip the home computer era altogether?
Source: Forrester Hispanic Technographics Survey Q4 08

21

Technology Adoption

Gov’t Information via Cell Phone
What government services/information would you like to get on your
mobile/cell phone?

• 15% of overall population would likely or very likely
access government information on their mobile device
(PDA, phone, Blackberry)
• Higher (21%) among those 18-28 and 29-42

• Citizens interested in weather, traffic, breaking news,
gov. jobs, town halls, updates on gov. websites
Source: Forrester Qtr 3 2008 Online Survey

22

Online Social Media Networking Habits and Preferences

New Media Technologies
23

• Blogs
• Microblogging
• Video sharing
• Facebook/Social networking
• Social Bookmarks
• Podcasts
• Wikis
• RSS feeds
• Widgets

23


New vs. Traditional Media
24

• Pew Internet and American Life Project - Gen Y: 62%
of web content they consume is written/produced by
someone they know
• Deloitte State of the Media Democracy survey 12/08–
consumers spending 1/3 of their time online at sites
with mostly user-generated content
• Edelman’s 2007 Trust Barometer report found that
information from “a person like me” has most
credibility

24

How many times in the past month have you engaged in the following
activities online?

Never Every Few Weeks Every Week Daily

Source: Captura Group, 11/08
25


How often in the past month have you visited the following sites?

Never Every Few Weeks Every Week Daily

26


Blogs
27

• There are 70 million blogs worldwide

• 15-30 million of those are authored by U.S.
internet users

Source: CDC presentation Gov Customer Support Conference 5/09

27


Micro-blogging/Twitter
28

• Majority of users are over 35

• 4,033,000 visitors in February 2009

• 17,000,000 visitors worldwide in April 2009

• 1083% growth from February 2008 ! (Facebook and
MySpace grew 47 and 20% respectively)
• High drop out rate – 60% stop using after 1 month
Source: comScore Media Metrix 3/09, Time Magazine 6/15/09

28


Video Sharing
29

• 48% of internet users have visited YouTube
or sites like it
• YouTube has 57.1 million users

Under age 18 19%
18-34 19%
35-44 22%
45-54 21%
55+ 19%

Sources: New Media Talk 3/19/09 and Nielsen Net Ratings 10/07

29


Social Networks
30

1. 22% of Americans use Social Networks
3. Facebook
• Recently ranked as 9th most popular U.S. Website, accounting for 1% of
all Internet visits
• Rapid influx of older users
• 57,375,000 visitors in February 2009 (47% more than a year before)
• MySpace
• At its peak in June 2007, accounted for 7% of all Internet visits
• 81,306,000 visitors in February 2009 (20% more than a year before)
• More visitors but less growth

Sources: Fortune Magazine 2/19/09, CDC presentation Gov Customer Support Conference 5/09

30

Gov’t Online Social Media Networking Habits and Preferences

Using Gov’t Websites

Who turns to government agencies for problem solving?

• 40-somethings = 40%
• College grads = 37%
• Internet users = 35%
• No gender or racial/ethnic variance
• No income variance

Source: Pew, Information Searches That Solve Problems, 12/30/07

31

If available, how interested would you be in using the following features or tools
when engaging with the government?

32

Web 2.0 Overall Gen Y Gen X
pop.
FAQs 37% 41% 43%

Emergency alerts 29% 33% 30%

Webchat 21% 27% 23%

Watch videos 17% 27% 19%

Reading online forums 17% 22% 21%

Mobile phone updates 13% 20% 16%

Access a gov site on your phone 12% 17% 11%

Read a blog 11% 19% 14%
32

If available, how interested would you be in using the following features or tools
when engaging with the government?

33

Web 2.0 Overall Gen Y Gen X
pop.
Social networking like a 10% 19% 13%
government Facebook

Listen to podcast 9% 15% 11%

Commenting on a blog 8% 14% 9%

Social bookmarking 5% 10% 6%

Edit wikis 4% 9% 5%

Twitter streams 4% 8% 5%

Widgets 4% 8% 5%

33


Online video preferences
34
How should the government use videos online to deliver
information and services to you?
• 52% - explain how to fill out common forms (passport applications)

• 47% - show consumer tips (saving energy)

• 30% - broadcast key govt proceedings (press conferences)
• 28% - show govt programs in action (NASA shuttle launches)

• 25% - online town halls with govt officials
• 23% - to learn about govt jobs


34


Feedback Preferences
How do you prefer to provide feedback and share
your ideas for better government ?
• 66% - write to government officials by email
• 47% - fill out online customer satisfaction surveys
• 27% - call gov’t officials
• 22% - participate in online panels or in person focus groups
• 21% - write to govt officials by mail
• 19% - attend online “town halls” or live chats
• 10% - comment on govt blogs
• 7% - publish my ideas on the web or other media (newspaper, magazine)
• 4% - create my own advocacy group and invite govt officials to participate


35


Generation Y is very engaging

How does Generation Y prefer to provide feedback and share ideas
for better government ?

• Citizens 18-28 expressed the most interest in blogs

• Citizens 18-28 also the most interested in publishing
their ideas on the web or in a newspaper or
magazine


36

How interested are you in having the following interactions with the US
Government online?

37
Activity Overall Gen Y Gen X Young Income
pop. 18-28 29-42 Boomers $100K
43-52 or more
Email questions to the 42% 39% 46% 45% 47%
gov and receive
answers
Ability to tell gov 35% 32% 37% 38% 40%
officials what policies
you want them to
pursue
Leave feedback on gov 26% 26% 30% 28% 29%
publications or
websites
Ability to rate gov pubs 25% 26% 27% 28% 26%
and info
37

How interested are you in having the following interactions with the US
Government online?
38

Activity Overall Gen Y Gen X Young Income
pop. Boomers $100K
or
more
Ask the gov questions 15% 20% 18% 17% 15%
through social network
websites
Answer gov questions 10% 14% 14% 11% 11%
that other citizens have
through social
networking websites
Not interested in 32% 36% 29% 29% 27%
interacting with US gov
online
Source: Forrester Quarter 1 2009 Online Survey
38

When looking for information provided by the US government, how useful
are the following sources in helping you locate the information you need?

0 - I don’t use this 5 - This is my preferred
Forrester also found that Google and Yahoo are preferred search engines among 76%source of information
source at all of citizens

39


Preferred Information Resources

What sources of information do people consult
when they need to address problems?

Source of Health Education Taxes Medicare/ Change Social
information Medicaid job Security
status
46% 77% 60% 45% 66% 41%
Internet
Professionals 83% 40% 48% 43% 27% 38%
Family or Friends 51% 50% 26% 28% 58% 31%
Print sources 37% 38% 32% 33% 43% 27%
Government Agency 15% 27% 56% 60% 27% 71%
TV or Radio 15% 21% 14% 14% 14%
Library 10% 20% 10% 10% 11% 7%
40


Success with Problem-solving Searches
Which sources of information yield the most successful
outcomes in these problem-solving searches?

Very Successful A lot of information
Government agency 65% 49%
Public library 64% 36%
Internet 63% 55%
Professionals / experts 61% NA
Newspapers, mags, books 57% NA
Family and friends 56% NA
TV and radio 55% NA


41


Gov’t Personal Home Page

If you could add specific types of government updated information
to your personal home page (iGoogle, MyYahoo),
what would you choose?

3. Weather, local conditions
4. National Weather Service Warnings
5. Tax tips
6. Government auctions (real estate and surplus)
7. Government contacts, elected officials
8. Government jobs
9. Government search engine

42

Channel Preferences
Focus Group Survey Scenarios
Scenarios
Reason2 and Nature of Contact
1 3 4 5 6
(Scenarios) Disaster Passport Medicare
Vacation Highway Rare &
Serious
Illness

Reason for Contact

Conduct a Express an Get Solve a Get Solve a
Transaction Opinion Information Problem Information Problem

Nature of Contact
Complex Complex
Simple Simple Simple Complex Non-Urgent Urgent
Non-Urgent Non-Urgent Urgent Urgent Personal
Personal

Source: OCS Focus Group Research 2005-06
43

Channel Preferences
Findings by Reason and Nature of Contact
100% 4%
4% 7%
12% Other
90% 4%
11% 22%
29% 6%
80% Email
11% 45%

70% 17%
44% 7% Postal Mail
60% 41%
11%
50% 42% In Person
30%

40%
40% Internet
30%
50%
44% 41% Cell/
20%
33% Telephone
29%
10%
15%
0%
Vacation Highway Disaster Passport Medicare Rare & Serious
Conduct a Express Get Solve a Get Illness
Transaction an Opinion Information Problem Information Solve a Problem
Source: OCS Focus Group Research 2005-06 GSA Office of Citizen Services
44

Channel Preferences
Future Preferences
100%
Other
90% 19%
29% 25%

80% 41% 43% 44% Email
10%
3%
70% 5%
14%
19% Postal Mail
60%
6%
10% 7%
50% 33%
12% In Person
14%
40% 33%
36%
30% 33% Internet

20% 41% 29%
33% Cell/
22% Telephone
10% 17%
14%
7%
0%
Vacation Highway Disaster Passport Medicare Rare & Serious
Conduct a Express Get Solve a Get Illness
GSA OfficeProblem Information
of Citizen ServicesSolve a Problem
Transaction an Opinion Information
45

Channel Preferences
Findings by Channel

4% Other
Other
100%
100% 4% #1
2%
90%
90% #3 31%
22% Email
Email
80%
80%
5%
70%
70% #1 2% Postal Mail
Postal Mail
#2
60%
60%
12%
36%
50%
50% In Person
In Person

40%
40%
29%

30% #2 Internet
Internet
30%

20%
20% 32% #3
22%
Cell/
Cell/
10%
10% Telephone
Telephone
0%
0%
Today
Today Future
Future

46

Service Level Expectations
Findings by Reason and Nature of Contact
100% 2% 3% Fair Treatment
6% 2% 2% 6%
4% 10%
2% 10% 2%
90% 5% 12% Social and Ethical
5% Responsibility
16% 5% 15%
10% 4%
80% Consistent Response
13%
5%
8% Privacy and Security
70%
25% 31%
13% 26% Successful Outcome
60% 28%
29% Availability
50%
13% Reliable Service
24%
40% 36% 19%
18% 3%
3% Convenience
14%
30% 2%
6% 9%
5% Easy-to-Locate
3%
20% 6% 7%
33% Courteous Service
24% 23% 23%
10%
16% 15% Timely Response

0%
Vacation Highw ay Disaster Passport Medicare Rare & Serious Competent Service
Illness

47

Service Level Expectations
Key Findings

• Competent service is the top expectation for cell/telephone & internet
channels, followed by courteous service and timely response.
…I don’t want to have to come back… I want it to be (a) one stop shop…
someone friendly and knowledgeable that can get it done…

• For the future, competent service remains the top expectation, but
convenience ranks higher than courteous service and timely
response.
…I like using the internet because it is easy…I can do it on my own time… I
don’t have to wait in line…

• Privacy and security were of least concern.


48

Service Performance Expectations
Print, Phone and Email
49
Print
• 64% feel strongly or very strongly that print information should be available for free,
even if it is online
• This held constant across all age groups and income levels
Phone
• 35% want live agents available evenings and weekends, in addition to business hours
during the week
• 33% are satisfied with evenings and business hours during the week (NCC’s current
service level)
Email
• 43% want email response in 24 hours
• 11% want email response same day
• About 34% are satisfied with 2 days (NCC’s current service level)
• Email is the #1 use of the Internet. Some consumers spend as much as 85% of their
online time reading and composing messages. 87% of North Americans say it is their
primary online communications tool.

Sources: Jupiter 12/12/08, Forrester Qtr 3 2008 Online Survey, Biz Report Email Marketing 6/18/09

49

Gov’t Websites

What are the top improvements the government
should make in its websites?

1. Plain language-62% (76% among those 64+)

3. Contact information (phone #, email address) easier to find-59%

5. More transactions online-44%

7. Frequently requested information at top of home page-41%

9. Gov. agencies share info. so that I can fill out forms faster-24%


50

What kinds of government services & information would you be
interested in receiving from the US government?

0 - Not interested at all 5 - Very interested

Source: Captura 11/08
51

What kinds of consumer and household information would you be
interested in receiving from the US government?


52


What kinds of US government educational and research resources are
you interested in?


53


What kinds of jobs, business and employment-related information would
you be interested in receiving from the US government?


54

CitizenServices.gov

• A customer service resource
center for other government
agencies.
• This web site focuses on
helping government at all levels
to enhance service to citizens
through integrating technology,
conducting research, sharing
information, and learning from
each other what works best.
• Find more citizen market
research at this web site under
“citizen market research and
insights”

55

Survey Details, Sample Sizes

• Forrester Hispanic Technographics Consumer
Technology Phone Survey, Quarter 4 2008, N=2,501

• Captura Audience Survey, 10/22-11/4/08, N=316

• Forrester Quarter 3 08 Online Omnibus Survey, N=5,249

• Forrester Quarter 1 09 Online Omnibus Survey, N=5,007

56

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