consumer & industry insights - surveymonkey audience monthly tracker (july 2012)
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Audience Monthly Tracking Study
July 2012
1
Audience monthly tracking study
The SurveyMonkey Audience tracking study provides
customers with helpful data and great question examples for
their own future projects
The topics we address cover in this report are:
– Netflix subscriber trends
– Online music (e.g. Pandora, Spotify)
– Mobile device ownership (e.g., iPhone, Android, Kindle)
– Online video gaming (e.g., Angry Birds, Zynga games)
– Grocery shopping trends
– Casual restaurant dining
– Fast food dining
– Online restaurant reservations & food delivery
2
Our data & methodology
We conduct our survey during the 2nd week of each month
We run our surveys for 5 business days
We exclude anyone who has taken this particular tracking
survey in the past
We seek between 600-1,000 responses for each survey
Targeting criteria:
– Adults 18+
– Gender balanced (~50% male, ~50% female)
Data source: SurveyMonkey Audience
Total respondents:
– June 2012: 632 responses
– July 2012: 634 responses
3
Netflix trends
4
Subscription trends
Active subscriber trends have held relatively consistent
from June to July
5 June 2012: 631 respondents July 2012: 634 respondents
33%
34%
19%
22%
48% 44%
0%
10%
20%
30%
40%
50%
60%
Jun-12 Jul-12
Are you a current Netflix subscriber?
Yes No, but I was in the past No, I have never been a subscriber
Cancellation trends
Cancellation likelihood trends look consistent from June
to July, those “Not at all likely” to cancel ticking up 3%
6 June 2012: 210 respondents July 2012: 223 respondents
6%
0%
10%
22%
61%
4% 4%
11%
17%
64%
0%
10%
20%
30%
40%
50%
60%
70%
Extremely likely Very likely Moderately likely Slightly likely Not at all likely
How likely are you to cancel your Netflix subscription in the next 3 months?
Jun-12 Jul-12
Cancellation reasons
Cancellation due to usage is on the decline, while
cancellation due to content availability jumped noticeably
7 June 2012: 198 respondents July 2012: 219 respondents
36%
24%
18%
6%
2% 1% 1%
12%
33%
29%
13%
4% 4% 3% 3%
12%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Don't use enough
Content I want is not available
Price is too high
May move to a competitor
Poor video or audio quality
Poor customer service
Poor technical support
Other (please specify)
Why did you cancel or why do you think you might cancel your Netflix subscription in the next 3 months? (Select all that apply.)
Jun-12 Jul-12
Online music
8
Top online music properties
Pandora and YouTube led the way, and saw m/m
increases in their listener bases
9 June 2012: 628 respondents July 2012: 633 respondents
21%
18%
6% 4% 3% 3% 2% 1% 1% 0%
7%
33%
26%
20%
6% 6% 4%
2% 1% 2% 1% 1%
5%
27%
0%
5%
10%
15%
20%
25%
30%
35%
In a typical week, which of the following online music services do you listen to? (Select all that apply.)
Jun-12 Jul-12
Online video gaming
10
Top mobile games
Angry Birds and Words with Friends were leaders in
online gaming, both showing strong m/m trends
11 June 2012: 620 respondents, 64% of respondents indicated that they played None of these games. July 2012: 621 respondents, 45% of respondents indicated that they played None of these games.
7% 7% 7%
3%
2% 1% 1%
1% 1% 0%
5%
13%
11%
6% 6%
4%
2% 1%
3%
1% 1%
8%
0%
2%
4%
6%
8%
10%
12%
14%
Angry Birds
Words with
Friends
Bejeweled Draw Something
Fruit Ninja Plants vs. Zombies
Doodle Jump
Cut the Rope
Grand Theft Auto
3
Minecraft Other (please specify)
Which of the following games have you played on a mobile device in the past week? (Select all that apply.)
Jun-12 Jul-12
Top mobile games (cont’d)
Since we saw nearly 11% of respondents mention
games in the “Other” category, we wanted to look at the
popular titles that showed up
12 July 2012: 621 respondents, 45% of respondents indicated that they played None of these games.
Mobile application usage
13
Popular mobile applications
14
Grocery shopping trends
15
Grocery store popularity
Unsurprisingly, primary grocery store shopping did not
vary greatly m/m
16 June 2012: 515 respondents July 2012: 506 respondents
13%
11% 10% 9%
7% 6%
3% 2% 1%
23%
17% 15%
12%
9% 9% 8%
5%
1% 2%
1%
23%
16%
0%
5%
10%
15%
20%
25%
Costco Trader Joes
Safeway Sam’s Club Whole Foods
Albertsons Harris Teeter
The Fresh Market
Stater Bros Other (please specify)
None of the above
Which of the following grocery stores do you shop at at least once per month? (Select all that apply.)
Jun-12 Jul-12
Top primary grocery stores
17
Casual restaurant dining
18
Top casual dining restaurants
Olive Garden, Applebee’s and Chili’s continue to battle
for the top spot in terms of respondent popularity
19 June 2012: 620 respondents July 2012: 612 respondents
10% 9% 8%
5% 5% 5% 5% 4% 4% 4% 4%
19%
17%
9% 9% 9%
5% 5% 4% 5% 3%
6% 5% 4%
19%
16%
0%
5%
10%
15%
20%
25%
In the past 30 days, which of the following casual dining restaurants have you visited? (Select all that apply.)
Jun-12 Jul-12
“Other” top casual dining restaurants
20
Fast food dining
21
Top fast food restaurants
A large majority of the population visited a fast food
restaurant last month, without significant variance m/m
22 June 2012: 620 respondents July 2012: 612 respondents
18%
15%
10% 10% 9%
6% 5%
4% 4% 3% 3%
2%
6% 5%
19%
16%
10% 11%
9%
6% 5%
3% 4%
3% 2% 2%
6% 6%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
In the past 30 days, which of the following fast food restaurants have you visited? (Select all that apply.)
Jun-12 Jul-12
Online restaurant reservations &
food delivery
23
Online restaurant reservations
Online reservations are still a growing market, with a
slight decline in reservations made m/m
24 June 2012: 619 respondents July 2012: 611 respondents
13% 10%
87%
90%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Jun-12 Jul-12
In the past 30 days, have you made a restaurant reservation online?
Yes No
Top online reservation methods
OpenTable maintains a solid share of the online
restaurant reservation market
25 June 2012: 83 respondents July 2012: 61 respondents
61%
29%
5% 4%
58%
39%
0% 3%
0%
10%
20%
30%
40%
50%
60%
70%
OpenTable Restaurant’s own website None of the above Other (please specify)
Which services did you use to make restaurant reservations online in the past month? (Select all that apply.)
Jun-12 Jul-12
Top online delivery sites
Online takeout / delivery services still have significant
room to grow with the majority of customers calling
restaurants directly
26 June 2012: 402 respondents July 2012: 415 respondents
51%
20%
1% 1% 1% 0% 0%
7%
19%
53%
18%
1% 1% 0% 1% 0% 4%
21%
0%
10%
20%
30%
40%
50%
60%
In the past 30 days, which methods have you used to order food for takeout or delivery? (Select all that apply.)
Jun-12 Jul-12
Appendix
27
Our tracking study
We have a full data set that can be exported in full, or
filtered on major demographics
To learn more about any of the topics in this study, or to
subscribe to updates to this tracking study, please email
audience@surveymonkey.com
Our website can be found at
audience.surveymonkey.com
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