What can I say...I couldn't resist joining and trialing another one of these...
Sunday, January 04, 2009
Saturday, January 03, 2009
Research: Consumer Attitudes to Advertising on WiFi Portals (Sydney)
As part of my Masters project, we conducted a WiFi Hotspot User Research Survey to find out if Sydney siders had much experience with the technology and their attitudes towards advertising if the service was free. Looking back, these research findings are really interesting so I thought I would share them.
Survey Overview
We obtained 81 responses to our WiFi Hotspot User Research survey. Our respondents consisted of heavy internet users (3hrs+), with wireless experience. The respondents were aged between 18 - 45+ years old, from over 34 of occupations ranging from academics, architect, asset managers, engineers, IT professional, managers, producers, photographers, social worker, students, teachers, web developers to a writer. Based on the responses we received to our open-ended questions, there were a few respondents from overseas - stating that there are "far too few wifi hotspots in Sydney. Comparing with Hong Kong, wifi has covered all urban areas. Access points have been installed in most of the public phone stand" with another respondent who was able to provide examples of UK wireless schemes and service providers.
Majority of our respondents were quiet tech savvy, most demonstrating a sound understanding for the definition of WiFi and its capabilities with some respondents going into technical detail about the technology but only 64% were able to name locally based wireless internet service providers. Starbucks, airports - QANTAS Club lounge, Gloria Jeans Café, Libraries and UTS were the most commonly mentioned places by respondents, who were unprompted to recall where WiFi hotspots are located.
Our respondents generally had a positive attitude towards how we could use WiFi technology to "Free the Net", with one respondent citing that they support "free WiFi becoming far more ubiquitous, if it were to be ad supported - that's better than nothing at all!" and another respondent declaring, "WiFi is cool. I hate wires. I love freedom." Respondents expressed interest to see WiFi hotspots in more public locations such as public transport, hospitals and "popular public places". The expectations of respondents with introducing a new hotspot, raised issues about security, privacy and the need for it to be low cost and fast.
One key consumer insight from this survey which is a core reason WiFi hotspots are not extremely popular is that "(WiFi) needs greater awareness of where the locations are and a more simpler term for WiFi". Lack of general public awareness about other free WiFi initiatives is reflected by only two respondents making a mentioned about FON and the Meraki networking device making awareness a key consideration for our marketing and advertising strategy.
There were some interesting points raised by a few respondents about WiFi technology, for example the issue of "WiFi hotspot congestion" - where regardless of proximity, frequency collision may cause frustration amongst users if they can not access the hotspot. There were also some strong opinions on how the service would be financed, with a suggestion of "provisioning free wifi and financing it via video ad networks eg. VideoEgg, BrightRoll, Advertising.com or Google Video and get $15 - $20CPM" and another comment "reality is, to offer Free Wifi to a greater group of users in public places there needs to be infrastructure upgrades which require $$$ to setup, free Wifi is a viable option in education areas, but in a larger scale for the public, it is hard to gauge the ROI for the ISPs".
Summary of Research Results
• 69% of respondents were 25 - 34years old, 60% male
• 81% of respondents accessed the internet 3 hrs+ per day
• 83% of our respondents have used the wireless internet, of those users 70% use wireless internet regularly during the day
• 89% of the respondents use a laptop to access wireless, 40% used mobiles/PDAs, 14% were iPhones
• 65% of those who access wireless internet, accessed it from home
• 50% of those who access wireless internet, used a paid service provider
• If WiFi was available, the most likely places our respondents would use wireless are cafés (83%), Bus/Train (75%), One the street (53%), Park (48%), Beach (27%).
• The most unlikely places our respondents would use wireless are Gym (69%), Nightclub (69%), Supermarket (67%), Hairdresser (50%).
• Per month 41% were willing to pay $30 - $60AUD, 30% $10 - $30AUD, 19% Less than $10AUD
• Between 6am - 11pm was the most popular time of day people accessed the internet
• Advertising formats that would most likely annoy our respondents, were clicking on 5 consecutive banner ads (81%), short audio clip (68%), interactive banner game (64%), short survey (64%), short video clip (60%), animated permanent banner ad (56%) and static non-animated banner (26%).
• If our respondents had to view a 15 - 20 second advertisement, 32% said they would expect 30 mins worth of wireless access, 28% would expect 1 hour, 15% would expect 20mins.
• Most popular local business offers, respondents rated they would be interested in were movie tickets (61%), warehouse sale for clothing/footwear/accessories (48%), Buy one get one free beer (45%), free music download (42%), cake & coffee/lunch special (38%), click to see food menu (36%)
• Least popular offers respondents rated were entering competition by supplying mobile number (69%), Opt in for SMS alerts (62%), Beauty Salon Special (59%), Discounted haircut (58%), Cosmetic Sample (52%), Buy one get one free milk (47%).
Most Useful Research Findings
• Respondents expressed a disinterest to provide personal information eg. mobile numbers to a free WiFi service provider
• Respondents were not particularly open-minded about using WiFi in locations where they would be pre-occupied with other tasks eg. gym, supermarket, hairdressers
• Static advertising was the most acceptable form of advertising for its non-intrusive nature compared to video & audio.
•Most respondents used laptops to access wireless but a significant proportion did own a mobile device
Research Conclusion
The results from our user research on WiFi generated a lot of interest; people were open to share their opinions, experience, expectations and doubts about the technology. There was a general interest to see more WiFi hotspots available in public locations, with many respondents prepared to pay for the service to be connected. However, we are generally surprised over the low consideration for WiFi in non-traditional hotspot locations such as the gym, supermarket, hairdresser, nightclubs, parks and beaches.
Overall, the research confirmed some key considerations and decisions we would need to investigate further to make this project a reality these are: security, privacy, cost, financing and raising awareness for this technology and its accessibility (location).
Please send me an email if you would like to get your hands on the survey questions & actual results.
Survey Overview
We obtained 81 responses to our WiFi Hotspot User Research survey. Our respondents consisted of heavy internet users (3hrs+), with wireless experience. The respondents were aged between 18 - 45+ years old, from over 34 of occupations ranging from academics, architect, asset managers, engineers, IT professional, managers, producers, photographers, social worker, students, teachers, web developers to a writer. Based on the responses we received to our open-ended questions, there were a few respondents from overseas - stating that there are "far too few wifi hotspots in Sydney. Comparing with Hong Kong, wifi has covered all urban areas. Access points have been installed in most of the public phone stand" with another respondent who was able to provide examples of UK wireless schemes and service providers.
Majority of our respondents were quiet tech savvy, most demonstrating a sound understanding for the definition of WiFi and its capabilities with some respondents going into technical detail about the technology but only 64% were able to name locally based wireless internet service providers. Starbucks, airports - QANTAS Club lounge, Gloria Jeans Café, Libraries and UTS were the most commonly mentioned places by respondents, who were unprompted to recall where WiFi hotspots are located.
Our respondents generally had a positive attitude towards how we could use WiFi technology to "Free the Net", with one respondent citing that they support "free WiFi becoming far more ubiquitous, if it were to be ad supported - that's better than nothing at all!" and another respondent declaring, "WiFi is cool. I hate wires. I love freedom." Respondents expressed interest to see WiFi hotspots in more public locations such as public transport, hospitals and "popular public places". The expectations of respondents with introducing a new hotspot, raised issues about security, privacy and the need for it to be low cost and fast.
One key consumer insight from this survey which is a core reason WiFi hotspots are not extremely popular is that "(WiFi) needs greater awareness of where the locations are and a more simpler term for WiFi". Lack of general public awareness about other free WiFi initiatives is reflected by only two respondents making a mentioned about FON and the Meraki networking device making awareness a key consideration for our marketing and advertising strategy.
There were some interesting points raised by a few respondents about WiFi technology, for example the issue of "WiFi hotspot congestion" - where regardless of proximity, frequency collision may cause frustration amongst users if they can not access the hotspot. There were also some strong opinions on how the service would be financed, with a suggestion of "provisioning free wifi and financing it via video ad networks eg. VideoEgg, BrightRoll, Advertising.com or Google Video and get $15 - $20CPM" and another comment "reality is, to offer Free Wifi to a greater group of users in public places there needs to be infrastructure upgrades which require $$$ to setup, free Wifi is a viable option in education areas, but in a larger scale for the public, it is hard to gauge the ROI for the ISPs".
Summary of Research Results
• 69% of respondents were 25 - 34years old, 60% male
• 81% of respondents accessed the internet 3 hrs+ per day
• 83% of our respondents have used the wireless internet, of those users 70% use wireless internet regularly during the day
• 89% of the respondents use a laptop to access wireless, 40% used mobiles/PDAs, 14% were iPhones
• 65% of those who access wireless internet, accessed it from home
• 50% of those who access wireless internet, used a paid service provider
• If WiFi was available, the most likely places our respondents would use wireless are cafés (83%), Bus/Train (75%), One the street (53%), Park (48%), Beach (27%).
• The most unlikely places our respondents would use wireless are Gym (69%), Nightclub (69%), Supermarket (67%), Hairdresser (50%).
• Per month 41% were willing to pay $30 - $60AUD, 30% $10 - $30AUD, 19% Less than $10AUD
• Between 6am - 11pm was the most popular time of day people accessed the internet
• Advertising formats that would most likely annoy our respondents, were clicking on 5 consecutive banner ads (81%), short audio clip (68%), interactive banner game (64%), short survey (64%), short video clip (60%), animated permanent banner ad (56%) and static non-animated banner (26%).
• If our respondents had to view a 15 - 20 second advertisement, 32% said they would expect 30 mins worth of wireless access, 28% would expect 1 hour, 15% would expect 20mins.
• Most popular local business offers, respondents rated they would be interested in were movie tickets (61%), warehouse sale for clothing/footwear/accessories (48%), Buy one get one free beer (45%), free music download (42%), cake & coffee/lunch special (38%), click to see food menu (36%)
• Least popular offers respondents rated were entering competition by supplying mobile number (69%), Opt in for SMS alerts (62%), Beauty Salon Special (59%), Discounted haircut (58%), Cosmetic Sample (52%), Buy one get one free milk (47%).
Most Useful Research Findings
• Respondents expressed a disinterest to provide personal information eg. mobile numbers to a free WiFi service provider
• Respondents were not particularly open-minded about using WiFi in locations where they would be pre-occupied with other tasks eg. gym, supermarket, hairdressers
• Static advertising was the most acceptable form of advertising for its non-intrusive nature compared to video & audio.
•Most respondents used laptops to access wireless but a significant proportion did own a mobile device
Research Conclusion
The results from our user research on WiFi generated a lot of interest; people were open to share their opinions, experience, expectations and doubts about the technology. There was a general interest to see more WiFi hotspots available in public locations, with many respondents prepared to pay for the service to be connected. However, we are generally surprised over the low consideration for WiFi in non-traditional hotspot locations such as the gym, supermarket, hairdresser, nightclubs, parks and beaches.
Overall, the research confirmed some key considerations and decisions we would need to investigate further to make this project a reality these are: security, privacy, cost, financing and raising awareness for this technology and its accessibility (location).
Please send me an email if you would like to get your hands on the survey questions & actual results.
Friday, September 05, 2008
The Digital Department - Forget "Integration" lets start with communication of one vision
I wrote an essay about bundled and unbundled agency models for an advertising essay competition which I did not win or even make it to the shortlist but it did get me thinking about what agency model works best.
The conclusion for my essay at the time was that it boils down to communication. If a media buyer and a planners working in the same client team aren't talking what are the chances that things will be different if the media planning agency was seperated from the buying agency. This is the same if the creative and media agency were under one roof but do not talk either.
Now don't get me wrong. I love all marketing buzz words and "integration" is just one of those terms that is not practiced but heavily preach. I do like the theory of integration but when you are surrounded by different egos, thinking styles, people with various levels of experience the "one vision" on how a campaign is carried out can often become blurred. Wasting hours of miscommunication, revision of creative/media plans, late sign-off by the client and very mediocre campaign results where the unspoken key learning was when did the vision fall down.
When I say "talk" I mean sitting down all in one room face-to-face and getting everyone's head around one vision. Before achieving this one vision, there needs to be a thorough explanation and exchange of ideas to make sure everyone in the room is on the same page. Now talking is just one form of communication, once the face-to-face is over emails and phone conversations become the major tools to ensure the "one vision" is developed and implemented - as agreed.
However, what I consider to be even worse than running a whole bunch of poorly executed campaigns is that people start losing passion for their jobs. Everything so simple and enjoyable begins to become a chore. The frustration and stress which comes with the blurred vision is the long tail effect of great people who do a great job seeking more satisfying ways/places/avenue to spend their 9 to 5 or more realistically for some 9 to 8.
As cliché as it sounds when I first heard it, great people are the lifeblood to the agency. When will clients and those involved in campaigns realize one vision is the way to go.
How much integration is practiced in your office?
The conclusion for my essay at the time was that it boils down to communication. If a media buyer and a planners working in the same client team aren't talking what are the chances that things will be different if the media planning agency was seperated from the buying agency. This is the same if the creative and media agency were under one roof but do not talk either.
Now don't get me wrong. I love all marketing buzz words and "integration" is just one of those terms that is not practiced but heavily preach. I do like the theory of integration but when you are surrounded by different egos, thinking styles, people with various levels of experience the "one vision" on how a campaign is carried out can often become blurred. Wasting hours of miscommunication, revision of creative/media plans, late sign-off by the client and very mediocre campaign results where the unspoken key learning was when did the vision fall down.
When I say "talk" I mean sitting down all in one room face-to-face and getting everyone's head around one vision. Before achieving this one vision, there needs to be a thorough explanation and exchange of ideas to make sure everyone in the room is on the same page. Now talking is just one form of communication, once the face-to-face is over emails and phone conversations become the major tools to ensure the "one vision" is developed and implemented - as agreed.
However, what I consider to be even worse than running a whole bunch of poorly executed campaigns is that people start losing passion for their jobs. Everything so simple and enjoyable begins to become a chore. The frustration and stress which comes with the blurred vision is the long tail effect of great people who do a great job seeking more satisfying ways/places/avenue to spend their 9 to 5 or more realistically for some 9 to 8.
As cliché as it sounds when I first heard it, great people are the lifeblood to the agency. When will clients and those involved in campaigns realize one vision is the way to go.
How much integration is practiced in your office?
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