Report Brochure USA INTERNET AND SOCIAL MEDIA REPORT Usage of Internet and social media among US wine consumers JULY 2011 REPORT PRICE: 1,500 or 3 Report Credits Wine Intelligence 2013 1
Contents page 1. Research objectives and methodology 2. Executive summary 3. Internet usage and wine: Setting the scene 4. Usage of the Internet as a source of information on wine 5. Profile of Internet and social media users 6. Appendix 2
Report Series Synopsis This Report is part of the Internet and Social Media Report Series reports also available for China Germany France Netherlands UK Using Vinitrac - the Wine Intelligence global online survey of wine drinkers - the Internet and Social Media report series answers your online communication business questions. Each 40 slide PowerPoint report details: Where do people find their wine information online: Most popular social media and websites for wine information How usage of online media compares to the use of traditional media (television, radio, word of mouth, printed media etc.) as a source of information on wine Who is using the Internet and social media to look for wine information: Profiles of people who actively share wine information online, those who passively search for wine information online and those who do not use these media for wine information 3
Research objectives 1. Understand the importance of traditional and online media as sources of information about wine 2. Measure the usage of the main social media and wine websites among US regular wine drinkers 3. Identify Internet and social media opinion leaders and users 4. Profile opinion leaders and users in terms of their sociodemographics, frequency of consumption, involvement with wine and source country usage 4
Research methodology: Sampling and quotas used for Vinitrac The data for this study was collected in April 2011 Data was gathered via Wine Intelligence s Vinitrac online survey of 1,006 US regular wine drinkers, meeting the following requirements: Above legal drinking age US permanent resident Drink wine at least once per month Drink red, white and rosé wine Buy wine in the off-premise and/or in the on-premise Invalid respondents (those who sped through the survey or gave inconsistent answers to selected questions) were removed before analysis The survey is quota-based; quotas are defined in terms of age, gender and region 5
Introduction: How we defined Internet and social media in the context of wine information Internet and social media usage for wine information was defined based on whether respondents pay attention to opinions/information about wine from the following sources: Internet Newspaper or magazine website Small wine producer s website Mainstream wine brand s website Websites promoting particular wine regions or countries Supermarket websites Wine merchant s websites Articles about wine on Wikipedia Social Media Discussions about wine on Twitter Posts about wine on Facebook Posts about wine on independent blogs 6
Appendix: List of websites provided for usage question Which of the following websites/forums/blogs do you currently use to search for, talk and learn about wine? Please select all that apply Adegga Bottle notes Bottle talk CellarTracker Cork d Loga bottle Vinogusto.com Open bottles Open wine consortium Snooth Vinivino Vinoo Vinquire Vinorati Wine Everybody Wine Log WineQ Dr Vino Vinfolio Wine Searcher Wine Decider Findawine WinePrices.com VinCellar Taste Live Grape Stories Must Love Wine Love that wine Sparkling wine review erobertparker.com JancisRobinson.com Wine Library TV Decanter.com Vinography The Pour Tom Wark s Fermentation 7
Appendix: Definition of wine involvement The involvement scale is an aggregated measure that uses indicative statements as a proxy for consumer involvement in the wine category The scales that are used to compute the involvement scale are: I like to take my time when I purchase a bottle of wine Wine is something important for me Drinking wine gives me pleasure I have a strong interest in wine [1 to 5 scale where 1= Strongly disagree and 5= Strongly agree ] [scales in random order in two different questionnaire pages] Scales have been drawn from the following literature: Laurent and Kapferer, 1985, Mittal and Lee, 1989, Lockshin et alii, 1997 8
Appendix: USA geographical regions WEST COAST: Pacific Alaska California Hawaii Oregon Washington CENTRAL: Mountain Arizona, Colorado Idaho, Montana, Nevada, New Mexico, Utah, Wyoming CENTRAL: West North Central Iowa, Kansas Minnesota, Missouri Nebraska, North Dakota, South Dakota CENTRAL: East North Central Illinois Indiana Michigan Ohio Wisconsin EAST COAST: New England Connecticut Maine Massachusetts New Hampshire Rhode Island Vermont EAST COAST: Middle Atlantic New Jersey New York Pennsylvania CENTRAL: West South Central Arkansas Louisiana Oklahoma Texas CENTRAL: East South Central Alabama Kentucky Mississippi Tennessee EAST COAST: South Atlantic Delaware District of Columbia Florida Georgia Maryland North Carolina South Carolina Virginia West Virginia 9
REPORT PRICE: GBP 1500 or 3 Report Credits for a single-user licence Format: 58 page PowerPoint (PDF) Purchase online: www.wineintelligence.com/reports-shop/landscapes Contact us directly: reports-shop@wineintelligence.com If you have any questions, please contact your local Wine Intelligence office: AVIGNON Jean-Philippe Perrouty, Director, Wine Intelligence France T +33 (0)486 408 417 Email: jean-philippe@wineintelligence.com BEIJING Rui Su, Research Manager T +86 10 6260 2428 Email: rui@wineintelligence.com CAPE TOWN Dimitri Coutras, South Africa Country Manager T +27 828288866 Email: dcoutras@iafrica.com DELAWARE Erica Donoho, USA Country Manager T +1 973 699 4158 Email: erica@wineintelligence.com FRANKFURT Wilhelm Lerner, Associate Director/Germany Country Manager T +49 (0)175 5806 151 Email: wilhelm@wineintelligence.com LONDON Ali Darke, Senior Project Executive T +44 020 7378 1277 Email: ali@wineintelligence.com MELBOURNE Stephanie Duboudin, Australia Country Manager T +61 437 663 878 Email: stephanie@wineintelligence.com RIO DE JANEIRO Paul Medder, Brazil Country Manager Email: paul.medder@wineintelligence.com TRISTE Pierpaolo Penco, Italy Country Manager T +39 349 424 3371 Email: pierpaolo@wineintelligence.com Wine Intelligence 2013 10