The GfK MRI Psychographic Sourcebook

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$more children enjoy math than reading & writing - GfK MRI$

Survey of the American Consumer: Part 1 VII. Technology B. Internet/Online Attitudes We all know that the Internet can/will/must change our lives. But is it loved? As cable TV and cellular phones encroach onto territory once traveled exclusively online, knowing how people use the Internet and how they relate to it, can give marketers the edge they need in profitably communicating with consumers. The answers to this battery of questions can help provide that edge. Questions – Internet/Online Attitudes: How much do you agree or disagree with each of the statements (agree completely, agree somewhat, disagree somewhat, disagree completely)? • The Internet is a great way to gather information on products/services I’m considering purchasing • The Internet is a great way to actually buy products • The Internet has allowed me to learn things I probably wouldn’t have learned otherwise • The Internet is a great way to communicate with family/friends • The Internet is a main source of entertainment for me • I like to keep my personal Internet pages updated with information about my life • I would feel disconnected without the Internet • Going online is one of my favorite things to do with my free time • The Internet is a good thing, but I worry that too much technology can be a bad thing • Instant messenger keeps me in touch with my friends • The Internet is a good way to meet new people • I think people put too much private information abou their lives on the Internet • The Internet has little impact on my daily life 28
Survey of the American Consumer: Part 1 VII. Technology C. Social Networking Social networks are a powerful way to connect with friends, relatives, colleagues or prospects. With consumers of all ages engaged in social networking, it’s more important than ever for marketers to understand this potential marketplace and the different reasons consumers have for tapping into the evolving world of digital connectedness. How people respond to this battery of questions can provide valuable insight into the power of social networks to drive consumer behavior. Questions – Social Networking: Are you a member of any social networking websites(s)? Did you do any of the following using a social networking website in the last 30 days? • Update your status • Update your profile • Post a picture • Post a video • Post a website link • Visit a friend’s profile or page • Comment on a friend’s post • Post a blog entry* • Rate or review a product or service* • Send a message or e-mail • Use IM • Play a game • Invite people to an event* • Send a real or virtual gift* • Post that you “like” something* • “Follow” or become a “fan of” something or someone • Click on an advertisement* • Watch a video* • Post your current location* • Other* On a scale of 1 to 4 where 1 is “not at all important” and 4 is “very important”, how important to you, personally, are the following reasons for visiting or using a social-networking website* • Keep in touch with family/friends • Reconnect with people from my past • Meet new friends • Follow the activities of my friends and family • Find out about products and services • Find local information • Play games • To show support for my favorite companies or brands • To receive exclusive offers, coupons, or other discounts • To gain access to VIP or members-only events • Rate or review a product or service • Meet or network with professional contacts • Find people who have interests similar to me • Find information about news or other current events • Find information about a movie, TV station or show * New in Wave 65 29
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American Kids Study F. Nutrition
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GfK MRI Headquarters 75 Ninth Avenu
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