NetpopJosh
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11 months ago
in The Future Of Industry Analysts In The Tech Sector on AttentionMax
It's true, information wants to be free on the Internet. The problem is that much of that free content takes a lot of time to find and it often comes from disparate sources and combined to result in misinformed conclusions.
Reliable market research and accurate insights into consumer trends aren't going away. What needs to change is the market intelligence business model. Currently, vendors are all competing for the same fortune 1000 clients. The reason is that purchasing their research costs in a meaningful way costs $10,000 or more.
It's time that market intelligence was affordable to all businesses regardless of size. After all, 86% of companies in the U.S. employ under 20 people. Can they afford to spend $10,000 on research?
As a provider of primary and secondary research, we face this issue daily. Our response is to flip the market research equation upside down. Netpop provides self-service access to reliable data on the broadband-enabled consumer population. It allows small businesses to mine data for only what they need - starting at $25.
Hopefully, there will be a market for reliable data that is smart, easily accessible AND affordable. Yes, Netpop is part marketing, but more importantly it allows us to deepen our domain expertise and knowledge of how Broadbanders are defining the marketplace around shopping, entertainment and media use in general. When customers and clients need more specific needs, they will work with trustworthy market-researchers who have a deep understanding, and perspective, of the domain to devise primary research studies that uncover insights into their particular problems.
Do you think there is a commercial place for easily accessible data sources to benchmark the influence of online advertising in 2006, 2007 and into the future? I'd like to hear your thoughts, reactions.
keep up the good work.
Reliable market research and accurate insights into consumer trends aren't going away. What needs to change is the market intelligence business model. Currently, vendors are all competing for the same fortune 1000 clients. The reason is that purchasing their research costs in a meaningful way costs $10,000 or more.
It's time that market intelligence was affordable to all businesses regardless of size. After all, 86% of companies in the U.S. employ under 20 people. Can they afford to spend $10,000 on research?
As a provider of primary and secondary research, we face this issue daily. Our response is to flip the market research equation upside down. Netpop provides self-service access to reliable data on the broadband-enabled consumer population. It allows small businesses to mine data for only what they need - starting at $25.
Hopefully, there will be a market for reliable data that is smart, easily accessible AND affordable. Yes, Netpop is part marketing, but more importantly it allows us to deepen our domain expertise and knowledge of how Broadbanders are defining the marketplace around shopping, entertainment and media use in general. When customers and clients need more specific needs, they will work with trustworthy market-researchers who have a deep understanding, and perspective, of the domain to devise primary research studies that uncover insights into their particular problems.
Do you think there is a commercial place for easily accessible data sources to benchmark the influence of online advertising in 2006, 2007 and into the future? I'd like to hear your thoughts, reactions.
keep up the good work.
1 year ago
in Email Blows Away All Other Social Networks on AttentionMax
Great topics Max. Netpop reveals even slightly higher levels of email use among the U.S. broadband population - 96% use email regularly. (In China, it's 93%.) Another tidbit which might be of interest is that when we compare media habits, including sending email and watching TV, sending email is 15% higher for Broadbanders than the tube (it's even more dramatic in China).
IM and SMS use is considerably lower than email in the general population, but these modes of communicating definitely spike for younger Broadbanders. I agree with you that email isn't going away. What's more likely is that as the teens mature into professionals, they will use multiple ways of communicating. How many of use receive facebook updates by email and sms?
I also agree that Web 2.0 excitement is skewing value in the market. For a direct comparison, let's look at Yahoo (31B market cap) v Facebook (15B valuation). Yahoo is used regularly by 65% of the U.S. Broadband population. Yahoo Groups is used by 15% of the broadband population. Facebook is used by 11%. That's quite a spread and I'm not even including other aspects of Yahoo (Flickr for instance). Yahoo has a lot of work to do to fix their positioning and marketing toward Madison Avenue, but I'd rather be in their shoes than trying to devise a business plan to justify a 15B valuation and risk the trust of my user base. (That's another topic, but suffice it to say that it wouldn't have required much research to test Beacon appropriately before dropping it into the market.)
Email and social networking will be intertwined for a long time to come. Colleagues who depart from a company don't take their email with them. Finding them through social networks provide a new channel by which we reconnect and rekindle relationships. No communication channel is perfect anymore. I doubt we will ever return to just one way of communicating online again. The youth today, with their copious free time, are learning the tricks of managing multiple communication channels to tune into the messages that they want to receive, when and wherever they are.
IM and SMS use is considerably lower than email in the general population, but these modes of communicating definitely spike for younger Broadbanders. I agree with you that email isn't going away. What's more likely is that as the teens mature into professionals, they will use multiple ways of communicating. How many of use receive facebook updates by email and sms?
I also agree that Web 2.0 excitement is skewing value in the market. For a direct comparison, let's look at Yahoo (31B market cap) v Facebook (15B valuation). Yahoo is used regularly by 65% of the U.S. Broadband population. Yahoo Groups is used by 15% of the broadband population. Facebook is used by 11%. That's quite a spread and I'm not even including other aspects of Yahoo (Flickr for instance). Yahoo has a lot of work to do to fix their positioning and marketing toward Madison Avenue, but I'd rather be in their shoes than trying to devise a business plan to justify a 15B valuation and risk the trust of my user base. (That's another topic, but suffice it to say that it wouldn't have required much research to test Beacon appropriately before dropping it into the market.)
Email and social networking will be intertwined for a long time to come. Colleagues who depart from a company don't take their email with them. Finding them through social networks provide a new channel by which we reconnect and rekindle relationships. No communication channel is perfect anymore. I doubt we will ever return to just one way of communicating online again. The youth today, with their copious free time, are learning the tricks of managing multiple communication channels to tune into the messages that they want to receive, when and wherever they are.