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. 1

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 services because today’s widget might become tomorrow’s TV set.
media (both technologies and networking sites), are actively And every player in this space will need to not only understand, but
building and refining their own trusted personal networks, and also learn how to manage digital consumer connections with almost
are rapidly embracing new communication offerings like Twitter. no explicit controls.

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.
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.

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

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,

/* More surprisingly, 91% of these
Amazon gifts, etc.) consumers use one of the five major
• Visited a “community site” (MySpace, YouTube, Facebook,
Internet portals—Google, Yahoo!,
Classmates, Wikipedia, etc.)

• Consumed or created some form of digital media, such as

MSN, AOL and Ask.com—to start
photos, videos, music or news 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 high-
speed 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! 3

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 adapt as the centralized analog model is
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
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%
8.42% 7.15%
5.88% 5.68% 6.46%
5.09% 3.72% 3.72% 2.84%

BEBO BLACK PLANET CARDOMAIN CLASSMATES FACEBOOK FLICKR FRIENDSTER LAST.FM LINKEDIN MEETUP MYSPACE TWITTER XANGA YELP YOUTUBE OTHER

What You Talkin’ About: The Web Is Social, Killer Apps Connect
People, Enable Conversations /* Perhaps the biggest recent change
Perhaps the biggest recent change in Internet behavior is the mass
acceptance of the Web as a social medium. From instant messaging,
in Internet behavior is the mass
email and “tweets” that enable people to communicate directly, acceptance of the Web as a social
to photo and video services that enable people to share media
effortlessly, to blogging which connects people through non- medium. Instant messaging, email
traditional media, the “killer app,” if you will, is social in nature.
and “tweets”... enable people to
No publishers benefit more from this trend than social media sites,
like MySpace, YouTube and Facebook, which are clear favorites of communicate directly. */
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.
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 . 5

 /* 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
Consumers on Social Network Advertising: Yes, Please!
advertise on social media properties
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 Respondants who have made a purchase based on
a recommendation through a social media property
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’m doing
people what
I like to show
people are doing
I like to see what other

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 50 60 70 80

Top Reasons that People use Social Media Properties

FEED: The Razorfish Consumer Experience Report / 2008

Unfortunately for retailers, the trend of disintermediation Advice to Retailers: Personalization + Perks
continued at an accelerated pace in 2008. When asked There are a number of bright spots for retailers.
where they would start their online search for a product
First, personalized recommendation engines have a profound
less than $100, many (55%) preferred using a search
effect on connected consumers: according to our survey,
engine. Merely 12% opted for visiting the Web site of
65% of consumers indicate that they have made a purchase
a known and established retail store.
based on an automated recommendation triggered by past
For consumers in the market for a product that cost purchases from a site like Amazon.
$1,000 or more, only 44% preferred using a search engine.
Second, retailer loyalty programs are another bright spot.
Established retailers fared slightly better, with 14% opting
According to our survey, the same number of consumers
for the Web site of a known and established retail store.
(65%) indicate loyalty programs that offer “points,” discount
The difference in consumer behavior between high and low
incentives or discounted shipping for multiple purchases (e.g.
priced items suggests retailer trust and reputation becomes
Amazon’s Prime) highly influence purchase decisions. Loyalty
more vital as price goes up. Consumers are willing to pay
services—such as Best Buy’s Rewards Zone, Amazon Prime,
more for the peace of mind they experience when buying a
and others—are key if retailers are to thrive in an increasingly
quality product from a trusted source.
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.

Products $100 or less

54.56% 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% Would use a product review site

.89% 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. 7

 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.
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.

I love my new shoes. They’re like leather pillows. 9

 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% 17 or below
16.69% 18-24 years old
28.46% 25-36 years old
24.37% 37-44 years old
30.38% 45-55 years old
0.05% 56 or older

Are you...?

44.27% Male
55.73% Female

Where do you live?

4.20% San Francisco Bay Area

3.76% Seattle
4.79% Dallas
5.14% Atlanta
7.17% New York City
5.68% Chicago
3.46% Miami
4.89% Boston
3.95% Washington DC
5.73% Los Angeles
51.21% Other

Which of the following best describes your internet connection at home?

6.80% Dial-Up
45.04% Broadband – DSL
48.17% Broadband – Cable

Which of the following best describes your online shopping behavior?

25.54% I have spent less than $200.00 online in the last year (e.g. travel, shopping, music, books etc)
74.46% 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% Yes
16.65% No

Which of the following describes your online media behavior? Please mark all that apply.

53.51% I purchase music online (e.g. ITunes)

78.11% I watch videos online (e.g. YouTube)
51.36% I use photosharing sites (e.g. Flickr or Shutterfly)
85.03% I use the web to get current news or information more than I do the television
3.65% None of the above

Which of the following is the home page in your favorite browser?

37.90% Google
27.21% Yahoo!
6.03% AOL
18.85% MSN
0.19% Ask.com
9.82% Other

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

64.04% Yes
35.96% No

How often do you share bookmarks with others (e.g. del.icio.us)?

48.00% Never
33.37% Once in a while
11.41% Most of the time
7.22% All the time

How often do you subscribe to RSS feeds?

47.80% Never
30.34% Once in a while
12.20% Most of the time
9.66% All the time

How often do you read “most popular” or “most emailed” links on websites?

19.80% Never
39.02% Once in a while
26.93% Most of the time
14.24% All the time

How often do you use tag clouds?

59.90% Never
22.15% Once in a while
12.29% Most of the time
5.66% All the time

I APPENDIX: UX SURVEY 2008 11

 How often do you use widgets on websites (e.g. Facebook or iGoogle)?

37.46% Never
27.12% Once in a while
20.88% Most of the time
14.54% All the time

How often do you use widgets on your desktop?

44.78% Never
26.15% Once in a while
16.88% Most of the time
12.20% All the time

How often do you use Twitter?

71.90% Never
14.83% Once in a while
8.39% Most of the time
4.88% 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% Less than 1 week

11.05% 1 week
13.39% 2 weeks
9.87% 1 month
4.11% 2 months
15.25% More than 2 months
37.15% Do not use

Which social media sites do you use? Please mark all that apply.

5.09% Bebo
5.88% BlackPlanet
3.72% CarDomain
36.14% Classmates
46.13% Facebook
17.43% Flickr
13.52% Friendster
3.72% Last.fm
15.57% LinkedIn
5.68% Meetup
65.43% MySpace
8.42% Twitter
7.15% Xanga
67.09% YouTube
2.84% Yelp
6.46% 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% Less than 1 hour

34.87% 1-3 hours
20.76% 4-6 hours
9.60% 7-9 hours
9.79% 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% They help me stay in touch with people I know

26.84% They help me meet new people
28.71% I like to try new things
34.02% They help me get exposed to new ideas or new information
14.36% Because everyone else is on them
52.11% I like to see what other people are doing
19.67% 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% They help me make purchase decisions

27.07% They help me make entertainment decisions
40.45% I like to try new things
52.76% They help me get exposed to new ideas or new information
42.13% They let me express my opinions or share information that I think is important
47.05% 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% Yes
51.18% No

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

39.86% Yes
60.14% No

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

75.98% Yes
24.02% No

How many online social media sites are you active in?

31.82% 1
30.25% 2
20.39% 3
9.26% 4
4.43% 5
1.77% 6
0.69% 7
0.49% 8
0.20% 9
0.30% 10
0.39% More than 10

I APPENDIX: UX SURVEY 2008 13

 Which of the following actions do you perform on social media sites? Choose all that apply.

66.50% I update my status

67.59% I write messages/posts to friends within the network
40.71% I join groups
33.30% I play games
13.54% I create groups
30.53% I download applications
10.77% I do not participate in any of the above

How often do you watch an online video?

5.84% Never
22.28% About once a month
44.65% About once a week
27.23% About once a day

How often do you upload an online video?

47.92% Never
26.04% About once a month
17.03% About once a week
9.01% About once a day

How often do you receive an online video clip from friends?

16.14% Never
34.36% About once a month
33.86% About once a week
15.64% About once a day

How often do you share an online video clip with friends?

27.52% Never
30.20% About once a month
30.59% About once a week
11.68% About once a day

How often do you watch a TV show online?

29.01% Never
29.70% About once a month
29.41% About once a week
11.88% About once a day

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

42.18% Never
21.88% About once a month
25.64% About once a week
10.30% 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% Banner ads on the same page as the video

33.63% Pre-roll (video ads that play before your video loads)
8.83% Tickers (ads that play alongside your video)
13.10% 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% I never use the web when making purchasing decisions for items less than $100
73.71% I use the web to research and compare products and features
61.31% I use the web to read online reviews and ratings of products or brands
64.09% I use the web to see if prices will vary by retailer
23.91% I use the web to locate retailers

Where would you begin your web search for this product?

54.56% I would use a general search engine to see what comes up

4.86% I would ask a friend online using a social media site
7.14% I would visit a specific eCommerce site that I frequent or that I think specializes in that type of product
12.30% I would visit the website of a known and established retail store
10.71% I would use a comparison shopping search engine since I want to compare prices up front
9.52% I would use a product review site to see how the product is rated and reviewed
0.89% 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% I never use the web when making purchase decisions for items over $1,000
65.84% I use the web to research and compare products and features
55.71% I use the web to read online reviews and ratings of products or brands
53.53% I use the web to see if prices will vary by retailer
13.70% 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% User reviews

15.41% Editorial reviews
3.58% Shared shopping lists
20.48% Comparison charts

I APPENDIX: UX SURVEY 2008 15

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

37.48% Website that is known and respected (e.g. Amazon)

15.81% Website that also has an offline store e.g. BestBuy.com
39.07% Best price available
7.65% 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% Yes
35.29% 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% Yes
35.29% No

What type of mobile phone do you have?

5.87% Apple iPhone

11.74% Blackberry
7.96% Windows Mobile Smartphone
70.35% Other
4.08% None

How often do you listen to music?

52.23% Never
24.46% Once in a while
12.02% Most of the time
11.30% All the time

How often do you watch videos?

56.58% Never
26.42% Once in a while
10.47% Most of the time
6.53% All the time

How often do you send & receive text messages?

13.16% Never
27.77% Once in a while
20.62% Most of the time
38.45% All the time

How often do you check personal email?

49.43% Never
19.07% Once in a while
12.75% Most of the time
18.76% All the time

FEED: The Razorfish Consumer Experience Report / 2008

How often do you check work email?

64.56% Never
11.50% Once in a while
9.22% Most of the time
14.72% All the time

How often do you access websites?

48.39% Never
24.56% Once in a while
12.85% Most of the time
14.20% All the time

How often do you check weather, news or sports headlines?

48.50% Never
21.24% Once in a while
16.06% Most of the time
14.20% All the time

How often do you get directions and maps?

53.16% Never
24.04% Once in a while
12.95% Most of the time
9.84% All the time

How often do you look up restaurant reviews?

68.39% Never
15.75% Once in a while
10.05% Most of the time
5.80% All the time

How often do you research a product on the web?

65.70% Never
16.48% Once in a while
10.98% Most of the time
6.84% All the time

How often do you take photos?

17.62% Never
33.06% Once in a while
25.70% Most of the time
23.63% All the time

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

32.75% Never
31.61% Once in a while
19.90% Most of the time
15.75% All the time

I APPENDIX: UX SURVEY 2008 17

FEED: The Razorfish Consumer Experience Report / 2008