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Webby Awards Survey Shows More Than 50% of U.S. Adults 18-44 Are Often The First To Try New Products, Services
Internet has democratized the culture of early adoption among everyday consumers, according to the Webbys
(New York) January 20th, 2014 - The Webby Awards, the annual awards show honoring excellence on the Internet, today released research findings that show consumers say they are frequently the first to try new products and services. The new survey comes fresh on the heels of their latest Webby Talks global tour, The Frenzy for First, which explored how the Internet is democratizing the cult of early adoption, giving everyone the opportunity to be the first to try new products and services.
Over the past several months, The Webby Awards has been examining the motivations and drivers of early adoption, sharing lessons, best practices and case studies with brands and creative agencies around the world, including Google, Microsoft, Dell, The BBC, Funny or Die, Disney, Wieden + Kennedy, BBDO and Ogilvy. This survey sheds more light into consumer behavior around the rush to try new products and services.
The data, from an online survey conducted by Harris Interactive among over 800 adults aged 18-44 on behalf of the Webby Awards in January 2014, shows:
- 56% of American adults aged 18-44 say they have been the first among their friends, colleagues or family members to try a new product or service. - 45% of social media users aged 18-44 said they share photos or thoughts about a new product/service they've tried on social media - 62% of social media users aged 18-44 say they are at least somewhat likely to make a purchase based on a friend's social media post - 67% of U.S. adults aged 18-44 said that they expect what they share online shapes others perceptions about them - 70% indicated that their own perceptions of their friends are shaped by what they share online.
"It has become overwhelmingly clear, both anecdotally and now through this research, that the Internet has democratized the culture of early adoption," said The Webby Awards Executive Director David-Michel Davies. "Being first is no longer reserved for die hard fan boys or those with special access and connections. Average Americans are camping out for the new iPhone, purchasing designer labels in flash sales, and participating in Kickstarter campaigns that raise millions overnight, then sharing their experiences as "Firsters" to define their online identity."
The Webby Awards' final entry deadline to submit works for consideration is January 31st, 2014. Nominees will be announced April 2014, with the hallmark Webby Awards ceremony held later in Spring 2014.
Methodology This survey was conducted online within the United States by Harris Interactive on behalf of The Webby Awards from January 8-10, 2014 among 2,018 adults ages 18 and older, of whom 807 were between the ages of 18-44. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact Anne Muscarella at firstname.lastname@example.org.
About The Webby Awards: Hailed as the "Internet's highest honor" by The New York Times, The Webby
Awards is the leading international award honoring excellence on the Internet, including Websites, Interactive Advertising & Media, Online Film & Video, Mobile & Apps, and Social. Established in 1996, The Webby Awards received nearly 10,000 entries from all 50 states and over 60 countries worldwide last year. The Webby Awards is presented by the International Academy of Digital Arts and Sciences (IADAS). Sponsors and Partners of The Webby Awards include: Microsoft, Citibank, Twitter, Dell, Vitamin T, Quantcast, MailChimp, Yext, Tumblr, Engine Yard, Funny or Die, AdAge, MLB Advanced Media, Mashable, Business Insider, Guardian News and Media.
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