Fit to Wear: A Virtual Clothes Trying App

Why shop in a store when you can shop online? More and more people are finding themselves asking this very question. In August of last year, it was estimated that there were approximately 201 million online consumers in the United States. E-commerce sales in the U.S. are steadily growing at a rate of 10 percent a year. By 2015, it is estimated that they will total $279 billion. Globally, E-commerce sales are growing by more than 19 percent a year and will reach almost $1.4 trillion by 2015. In other words, online shopping isn’t going anywhere.

How it all started

When it came time for my final project, I knew I wanted to create an app that had something to do with E-commerce. Given the fact that mobile E-commerce growth has steadily been increasing since 2009, the idea I had of creating a mobile app related to this industry seemed to be worthwhile. However, nothing could be done without first doing some research.

Mobile Commerce Sales Fit to Wear App

I first asked myself, why do consumers shop online? I know for me, it’s about convenience. Anything that makes my life easier is OK in my book. According to an infographic created by Invesp, 73 percent of consumers prefer shopping online because it saves them time. Sixty-seven percent of respondents say that online shopping gives them more variety.

Why People Prefer E-Commerce and Fit to Wear App

But not everyone shops online. And why is that? Well, a lack of technology could serve as a limitation. As we’ve already learned in this course, just because we are fortunate enough to have access to a computer doesn’t mean the rest of the world also has this luxury. Aside from a lack of technology,  what other factors might contribute to someone’s decision to not shop online? Personally, I enjoy shopping online. The ability to scroll through an endless amount of products, select what you want and then have it shipped right to your door is so convenient. That being said, there are certain items I tend not to buy online, such as clothes and shoes, because I don’t know how they will fit. It turns out, I’m not alone. According to a survey conducted by HuffPost Style and YouGov last October, 32 percent of the 1,000 respondents said that they never shop online. According to The Huffington Post’s results, while “promises of expedience, free shipping and professional gift-wrapping, at a minimal price, might be tempting at first, it seems that people are becoming increasingly frustrated with the impersonal user experience and the mistakes that occur as a result of this.” Some women, specifically, also say that they actually enjoy the experience of going to a mall and shopping for clothing in person.

My idea

Based on what I had researched about the E-commerce industry, I had an idea for an app called Fit To Wear that would serve as a virtual clothes trying app. The app would allow you to see how different items of clothing would look/fit on you and then allow you to purchase them directly from the app so that there would be no need to go to the mall. The app would utilize a picture of your face as well as your dimensions and then would allow you to try on the items of clothing of your choosing. My goal would be to get as many of the big name department stores and smaller-scale stores such as Express, Banana Republic, The Limited and, of course, Brooks Brothers, to participate.  I’d also want to make it as easy as possible for customers to receive support from these stores while they’re navigating their way through the app, since many people have said that they feel “frustrated by the impersonal user experience” of shopping online. Additionally, making shipping free or, at least, low cost would also likely entice more customers to use this app.

My Survey

As we’ve already learned, before implementing an idea, it’s always good to do your research, so I utilized the qualitative research method of surveys to find out whether my social media friends would consider using Fit to Wear, how much they value the various features I’m proposing and if they have any suggestions for additional ones. I used Qualtrics to create my 10-question survey. Below, I’ve included my results.

1. What is your gender?

Question 1 Fit to Wear App

Fifty-two people took my electronic survey. Of these 52 respondents, 33 were female and 19 were male.

 2. Do you shop for clothes online?

Question 2 Fit to Wear App

Thirty-four of my respondents currently shop for clothes online, which is good considering that my app has to do with E-commerce. However, 18 of them, which is still a considerable amount, do not currently shop online.

3. How often do you purchase clothes online?

Question 3 Fit to Wear App

The majority of my survey respondents, 30, to be exact, said that they purchase clothes online once a month or less, followed by 17 of them, who said they never purchases clothes online. In my opinion, buying clothes online once a month or less is probably average, but perhaps there’s a way to make this a more frequent occurrence.

4. What prevents you from purchasing clothes online? Please select all that apply.

Question 4 Fit to Wear App

For this question, I wanted to try to gauge why certain people opt not to shop online. As I suspected, the majority of my respondents said that the reason they don’t shop online is because they’re not sure how the clothes will fit/look on them. And I can’t blame them. The next highest group said that the cost of shipping can often be too high. Immediately following this group was the group that said that they liked the experience of shopping at a mall. It would be hard to satisfy the needs of this group because I wouldn’t really be able to replicate the feel of a mall on my app, but what I could do is try to make it as similar of an experience to shopping at a mall as I possibly could. For example, I’d allow people to do some virtual window shopping and let them easily swap out various items of clothing to see how they would look. Rather than only allow people to try on outfits, I would allow them to try on individual pieces of clothing as they would be able to in a mall. That being said, four of my respondents are still weary of using a credit card for online shopping. While this is only a small percentage of my respondents, I’m sure there are others out there who have the same concerns. What I could do to ease their worries is make it possible for people to use gift cards to make their online purchases. Three of respondents said they don’t always like the company’s online return policy, so I would work with these stores to try to get them to agree to free returns on items purchased from the app. And finally, five of my respondents already shop for clothes online, so these people wouldn’t need much convincing to use Fit to Wear.

5. How likely would you be to download and use an app that would let you try on clothes virtually to see how they would fit/look on you?

Question 5 Fit to Wear App

Based on my survey results for this question, it seems that not everyone is convinced of my idea for the Fit to Wear app. The good thing is that 21 of my respondents said they would be likely to download Fit to Wear. Still, 15 of them actually said they would be unlikely to download it. Maybe they’d like other features incorporated in it or perhaps, they’d like early adopters to try it first to make sure it really worked before they jumped on the bandwagon. Either way, going into this, I knew not everyone would be so easily swayed. At least the number of respondents who said they would be very likely to download it, 10, was greater than the number of respondents who said they would be unlikely to download it, six.

6. Besides being able to to try on clothes, would you want to be able to purchase them and checkout directly from the app?

Question 6 Fit to Wear App

An overwhelming majority said that they would like it if Fit to Wear allowed you to not only try on clothes to see how they would fit, but also to purchase these items directly from the app.

7. Would you like to see other items included in the app, such as shoes and accessories?

Question 7 Fit to Wear App

Most of my survey respondents said they would prefer it if there were other items in the app besides just clothing, so I could make sure I also added shoes and accessories to Fit to Wear to entice more people to use the app.

8. What features would be most important to you in an app like this? Please rank them in order of importance. (1=most important, 7=least important)

Question 10 Fit to Wear App

I included this question because I wanted to gauge from my respondents what features they would most like to see in an app such as mine. From the looks of it, it seems that the majority would like it if there were free shipping. Coming in at No. 2 is discounts/coupons with free shipping closely following. My respondents ranked easy returns as No. 3. For No. 4, it was a tie between ability to purchase items directly from app and free shipping. For No. 5, it was again a tie, but this time it was between selection of stores featured and selection of items featured. For No. 6, most people chose selection of stores featured. A large majority of my respondents said that the GPS feature would be their least important feature. Overall, what I can gather from these results is that free shipping is king!

9. Would you be willing to pay a nominal fee of 99 cents to use this app?

Question 9 Fit to Wear App

It seems that people are pretty split on this question. I, personally, don’t typically pay for apps, so I can relate to those 20 respondents. However, if I found out about an app like Fit to Wear that would save me the time and hassle of going to the mall on a crowded Saturday afternoon, I would likely be inclined to pay the one-time fee of 99 cents. Given the fact that my respondents are pretty unsure on this one, I would probably first make it a paid app to see how many people would actually download it. If I wasn’t seeing many downloads, I’d likely remove the 99-cent fee.

10. What other features would you like to see implemented in this app? We’d love to hear your feedback.

I’ve included a few of my favorite suggested features below.

  • A virtual that would allow you to see how the clothing looks on different body types and ethnicities and a rewards program, i.e. you get points for shopping leading to discounted or free clothing
  • It would be nice to have a place where you can read product reviews and are encouraged to write them in.
  • To be able to try on more than one item at a time to see how they go together.
  • Link to PayPal for payment options
  • A prepaid return label for not only easy, but free returns would make me feel better about ordering clothes I haven’t tried on (even if I’ve digitally tried them on). Perhaps rather than including one with every single shipment, you could do it on a request basis, and email or generate the label within the app when requested so that the returner could simply box up the item, print out the label, tape it on and drop it off at a Fed-Ex or UPS store.

Looking back

It would have be nice to have been able to get more people to take my survey, but I would say given the fact that I did not provide people with an incentive other than, “Please help me out with my final project,” 52 is a pretty nice turnout. In general, women prefer shopping for clothes more than men do, so my results may have been less biased had the number of female and male responses been more even. Also, after I made the survey, I realized that I didn’t make answering all of my survey questions a requirement, so some people actually skipped what they considered to be the more lengthy/ difficult questions. If I were to do it all over again, I would change this feature.


After analyzing my results, I think I may do well testing out the app before actually fully launching it. It seems that Fit to Wear is a good idea, but I really need to figure out what my target age group and income level would be because that would give me a better idea of what kind of stores to feature and how to market my app. For example, if my target age group ends up being those who are 35-44, I would likely use Facebook to promote my app; however, if my target age group ends up being those 18-34, I would likely use Instagram or Twitter to promote it. The same goes for income levels. If I find that people of a higher income level prefer my app, I would make sure to tailor the store options to better suit their preferences. For instance, I likely wouldn’t have TJ Maxx as one of my store options if this were the case.

Although, I, personally, don’t know how to design an app, I’m hoping that one day I’ll be able to partner with someone who knows how to do so because I think Fit to Wear would be a great addition to the app world!

Kickstarter Message

Kickstarter: Kick-start your Dream

Kickstarter Message

My sister and I have always talked about writing a children’s book together. She’s very artistic and I enjoy writing, so we’ve agreed that, if it were to ever happen, she would do the illustrations, and I would work on the text. While we’ve had this plan in mind for years, we’ve never gotten past the talking stage. I think part of the reason for this is that we figure, ‘OK. Once the book is written, now what? How would we ever go about raising money so that we could get it published?’ With Kickstarter, all of this has become a reality for people just like my sister and me.

For this week’s assignment, we were given the task of exploring Kickstarter, a popular online crowdfunding platform that helps bring creative projects to life. Kickstarter is used by aspiring musicians, models, singers, startup companies, writers, dancers, etc. to ask a crowd of people to donate money to their project. Each person sets a goal amount, a deadline by which they’d like to reach their goal and any rewards or incentives being offered to those that support their dream. Below are two of the projects that caught my eye.

Bob and his time travel adventures, a children’s book

Bob and his time travel adventures

Selena Lin, a graduate student from Philadelphia, Pa. has written a children’s book to shed light on the issue of childhood obesity. The book’s main character, a boy named Bob, has the ability to time travel, and, therefore, has been able to witness the negatives of obesity firsthand. The book focuses on promoting healthy eating and a healthy lifestyle. As incentives to support her in her children’s book project, Lin is offering backers such things as a personalized thank-you note, a paperback copy of her book, a Bob keychain and a Bob clay sculpture. The reason this project caught my eye is because it only needs $89 more before Friday, March 7 at 7:52 a.m. Eighty-nine dollars is nothing compared to the $3,111 she’s already earned from backers. My prediction is that she’ll be able to meet her goal in time.

“All-American Boy” – The Album

Steve Grand and Larry King

Only 17 hours after launching his Kickstarter campaign, Steve Grand had already received $44,000 more than he needed to reach his goal. Larry King was his first sponsor. Grand is an aspiring gay country singer from Chicago who posted his first video to YouTube last July. He made the video without the help of a label or a management team and even admitted to having maxed out his credit card for this pursuit. What I most liked about this project was that, in the description, Grand constantly refers to it as “our album.” In other words, while he might be the one actually working on this record, it would not have been possible without the financial backing of his Kickstarter supporters. As incentives, Grand is offering everything from a personalized thank-you note to a private acoustic set for you and your friends. With the $169,507 he’s already received, he will no doubt be able to put out a great album.

My Thoughts

After exploring Kickstarter, I can, honestly, say that I’m glad a concept like this exists. It not only gives the little guys a chance to realize their dreams, but it also brings people together for a common goal of helping others.

Google Yourself Page 1

Google Yourself: The Benefits of Having a Unique Name

Privacy can be hard to come by, and Google doesn’t make things any easier. Unless you’ve found a way to delete files and their backups, it’s pretty likely that anything you’ve ever uploaded to the Internet is available for the world to see. It’s just a matter of looking hard enough for it. That is why it is so important that you learn how to manage your online reputation.

The Assignment

For this week’s assignment, we had the task of Googling ourselves. I actually do this every once in a while just to see what information is out there about me. Fortunately, I have a pretty unique first and last name, so when you Google “Lynette Zilio”, the majority of the information that comes up is connected to me in some manner. When I Googled my name for this assignment, I wasn’t surprised to see that all nine results on Page 1 were of me. In fact, all of the results on pages 1-5 were of me. It wasn’t until I got to Page 6 that non-related search results started popping up.

The first three results on Page 1 referenced my Facebook, LinkedIn and Twitter profiles. I use Facebook more than the other two, and while I use Twitter more than LinkedIn, I have more information about me on LinkedIn, so I’m assuming that’s why it came up second in the results. Result 4 is a pdf version of my resume that I uploaded as part of a blog I created when I was a journalism major at the University of Florida. I’m guessing it appeared so high up in the results because it has a high page rank. What I had never noticed before was the Google+ box that popped up on the right-hand side of my screen on Page 1. At first, I was worried that my personal Gmail address could easily be found by people who were Googling my name, but then I realized that, thankfully, only I could see those results.

Google Yourself Page 1

Results 5 and 6 are my Google+ and Pinterest accounts. But result 7 from the WhitePages wins the creepiest award! Not only does it include my age range, but also full names of “people I may know”, including my mom, dad and sister. Results 8 and 9 are accounts that I set up for work.

Google Yourself Page 1 (3)

Google Images

The images that popped up when I Googled my name were either pictures of me, pictures that had been featured in newspaper articles I had written or pictures of people in my Google+ circles (Jason and Steven from our class made the cut!), which further emphasizes the importance of having a presence on this platform. In the fourth row of images, Google included pictures of people with my same last name, but I didn’t know any of them (Maybe they’re distant relatives. Who knows?).

Google Yourself Images

Googling my Email Address

When I Googled my email address, eight of the 10 results were connected to me somehow. Among these results were my Google+, LinkedIn and Facebook accounts, a website I used to write for called “The Stinc,” a “Denver Post” article I was featured in and articles I’ve commented on for work. The only result that really through me off was Result 9. I have no idea who Jikai Chen is or why I appear on his page, but apparently he also went to UF.

The two results that didn’t have to do with me were of people with my same first name. What I found most interesting was that my actual email address isn’t publicly shown on any of these pages, but simply typing it in Google generated these results. In other words, Google knows that that email address is associated with me.

Google Yourself Email Address

Google Yourself Email Address 2

Final Thoughts

Google is only as powerful as we let it be. If you’re careful about what you do when you’re online, it’s easy to maintain a good online reputation.

CVS Mobile App Home Screen

CVS Pharmacy Mobile App Review


I wouldn’t quite call myself an addict, but I would definitely say I’m a frequent CVS shopper. The stores are so brightly lit and well organized that it’s almost impossible to resist the urge to step inside, even when you don’t actually need anything. For this week’s assignment, I decided to review the CVS pharmacy mobile app. I had heard so many good things about it from friends of mine that I figured it would be a good one for me to try out.

The Features

The home screen of the CVS mobile app has a very user-friendly layout. Each category has its own section, making it easy for you to know exactly where you need to go to do what you need to do.

TIP: Immediately after downloading the app, I’d recommend setting up an online CVS account to be able to take full advantage of its features. A few of the sections, such as creating your own shopping list, ask you to set up an account before proceeding. Setting up an account is quick and easy.

CVS Mobile App Home Screen


Rather than having to call them in or order them online, you can use the pharmacy section of the CVS app to manage, view and refill your prescriptions. You can use Rapid Refill and order from your CVS account or scan the barcode of your prescription to refill your medication. You can even transfer prescriptions from one pharmacy to another without ever having to pick up the phone. One of the newest features in the pharmacy section is the Drug Interaction Checker, which lets you scan over-the-counter product bar codes to check for medication interactions.

CVS mobile app pharmacy


But CVS is much more than just a pharmacy. The app also features a section for your photos. In this section, you can upload photos from your online CVS account, your smartphone’s camera roll and even from Facebook for free same-day pick up. Being able to upload pictures directly from Facebook saves you from having to copy/save your Facebook photos to a folder on your computer and upload them to your CVS account.

CVS Mobile App Photo Ordering


This section allows you to shop as you would in the store or on the CVS website. You can create a virtual shopping list by searching through different item categories and selecting the picture of the item(s) that you want, or you can add items to your online shopping cart and then purchase them directly from there. In this section, you can choose whether you’d like to give the CVS mobile app permission to access your location so that it can find the closest store to you.

CVS mobile app shopping list             CVS mobile app shopping list detailed view             CVS mobile app Hialeah Stores

ExtraCare and Other Deals/Coupons

When you use your ExtraCare card to purchase something in the store, the cashier will typically hand you a ridiculously long receipt showing you all of your available coupons. The CVS mobile app features a section where you can upload your ExtraCare card to make it easier for you to track your savings and rewards. In other words, you’ll no longer have to walk around with all these long receipts in your purse because it keeps track of your available coupons digitally.

There’s also a brand new deals section called myWeekly Ad. It allows you to receive personalized deals on the items you buy most while still allowing you to see weekly store specials. Personally, I think this is a great concept. Some of the coupons I receive from CVS aren’t really useful, but with targeted advertising, I’d be more likely to use them. If you’d prefer not to have your frequent purchases tracked, you can choose to opt out of myWeekly Ad and just get information about the weekly deals.

CVS mobile app ExtraCare card                         CVS mobile app personalized ads

My One Criticism

To my knowledge, there’s no way for you to upload your gift card money like you can when using the Starbucks app. My grandma likes giving me CVS cards, and while I typically carry them in my wallet, it would be easier if I could upload their values directly to the app so that I wouldn’t have to worry about whether I have them on me. Do you think any other features are missing from the app?

Overall Take

The CVS app seems to be one of the most useful and user-friendly apps out there. I think we could all benefit from having it.


Second Life: It’s even more complicated than the first


For this week’s lecture on digital ethnography, we were asked to create a free account in Second Life (SL), a virtual community with almost 37 million residents. “Second Life offers a totally new experience for humans,” said SL’s creator, Philip Rosedale, in PBS’ Digital Nation documentary. And that’s exactly what SL was like for me — a totally new experience.

My Initial Reaction

I’m as far from a video gamer as they come. The closest I’ve come to regularly playing a video game was when I used to play the puzzle video game Chip’s Challenge on my first PC back in elementary school. But let me assure you that that did little to prepare me for SL.

Signing up for SL was pretty straightforward. I went to and signed up for a free account. I was asked to create a unique username for my avatar, so I chose “linnyz” because I didn’t feel comfortable using my actual name. It seems most people pick something other than their real name, so I wasn’t alone.

My Avatar

Once I was signed in to SL, I began creating my avatar. I had trouble deciding on an avatar because I wanted to present an integrated self, but none of the girls looked like me. Ultimately, I decided based off of which one’s outfit I liked best (such a girl thing to do, I know). I initially chose the avatar pictured left, but when I started the game and discovered that she was the “goth” one, I changed my avatar to the one pictured right because I felt it reflected my overall look/personality a bit more.

Goth Avatar Second Life                         Girly Avatar Second Life

When the game started, I was dropped off on an island surrounded by pirate ships. There were about four to five other people on there with me, but I couldn’t figure out what to do or how to interact with them. Before I was able to really orient myself with this new environment, I received my first chat from the residents on the island. In it, they were introducing themselves. One spoke Spanish and the other Portuguese, so I jumped in and said “Hello,” but the conversation ended there. Maybe it was because they didn’t speak English? I then tried flying over the ocean, and I have to admit, it was pretty cool because it gave me a sense of freedom. But after seeing minimal activity on the island, I chose another destination.

Chat Conversation 1 Second Life

My next destination was called “Hesperia Templemore”. It was dark, and there was weird rock music blaring in the background, so I tested out my avatar’s running skills and tried to find out where the music was coming from. I came across a deserted motel and a nearby bar. The bar was closed, but I was still able to enter through the side.

Motel and Second Life

I descended down the bar’s staircase, and at the bottom of it, I came across instruments and a notice that asked me to give a donation to “support live music in SL.” I opted not to donate and moved on to another destination.

Screen Shot 2014-02-10 at 7.34.08 PM                                  Support Live Music Second Life

My third destination was “Prehistorica: The Dawn Kingdom”. I was so confused by all the rules here, but fortunately, received help from a fellow resident named Eric who’s been playing the game for four years. He gave me a landmark called “Help Island Public”. I wasn’t quite sure what a landmark was, but it seemed like it was a tutorial, so I accepted it.

Helpful Resident 1 Second Life

Eager to find a destination with more people, I ended up selecting from among the editor’s picks because I figured they’d be more entertaining. I decided to check out “Rez Nightclub and Mall”. There was a live DJ playing original dance songs for a packed house, but, unfortunately, no one seemed friendly and I didn’t receive any welcoming chat messages.

Free Dance Club Second Life

Later, I ended up at Luskwood Lusk, another dance-type party. Here, the DJ was playing songs like “Material Girl” by Madonna and “Lovesong” by the Cure. Someone in the chat was looking for a fitted ladies top for her avatar, so one of the other residents sent her a suggestion. I’m still baffled by the fact that you can buy virtual clothes for your avatar.

Clothes and Second Life

I then chose to go to New Citizens Incorporated. Here, I tried to change my avatar’s appearance because I wanted it to look more like me. One of the female residents saw how much I was struggling and actually sent me a notecard containing instructions on how to change my avatar’s outfit.

Helpful Resident 2 Second Life Changing Appearance and Clothes and Second Life

 I tried following what she said, but ended up bald and without pants (eek!). So I undid my changes and tried changing her outfit again. Somehow, I managed to put her in a sexy school girl outfit. At this point, the avatar didn’t resemble me in the least. Well, at least, I tried.

Sexy Avatar and Second Life

For my final destination, I wanted to try Miami Beach since I’m from Miami, but, sadly, it was too full. Who knew virtual destinations could be at maximum capacity?! I have to admit, it felt kind of like not being on the VIP list for an exclusive party. Bummer!

Full Region and Second Life

My Take on SL

I found SL to be extremely confusing and wanted nothing more than to get out of this world. On the plus side, its residents were very friendly. Even still, I’ll take the real world and my real friends any day over SL.

The survey results are in: Facebook is still alive…for most!

At the end of last year, a study came out saying that Facebook was ‘dead and buried’ for teens in the U.K. Curious to find out whether Facebook was ‘dead and buried’ in the U.S., I created an electronic survey on SurveyMonkey to find out more about Facebook use among Americans of various ages. I used a snowball sample to arrive at my results and spread the word about it via social media. In total, 115 people responded to my survey; however, because I was using the free version of SurveyMonkey, I was only allowed to document 100 responses.

My Results

Gender and Age

Of those who responded to my survey, 73% were female and 27% were male. The majority of the people, 32%, fell into the 18-24 range. Those in the 25-34 were a close second, coming in at 28%, and the third highest group was the 45-54 range, coming in at 26%. Unfortunately, I did not receive responses from anyone under 17, which is likely because this group has deemed Facebook to be uncool, but also because I don’t interact with many teens. I also didn’t receive any responses from the 75 and up crowd, so it seems most grandparents don’t use Facebook.

What do you primarily use Facebook for?

As I suspected, the majority of people, 84%, use Facebook to keep in touch with friends and family. Five percent said they use it to keep up with current events and 4% for professional or networking reasons. No one selected the “to share articles” option. While I think many people use Facebook to share interesting articles they find, it’s not their primary reason for using the site.

Facebook Use Survey Question 3

About how often do you view or access Facebook?

Despite a drop in teen use, it seems that most Americans above 18 are still addicted to Facebook in some manner.  The majority, 81.82%, of my respondents admitted to logging on to Facebook multiple times a day. About 10% said that they log on once a day and about 4% a few times a week. Only three of the respondents said that they log on to Facebook less than a few times a week.

Facebook Use Survey Question 4

Have you ever deleted your Facebook account?

Seventy-eight percent said that they had never deleted their Facebook account, and 22% claimed to have deleted it at one point but later chose to reactivate it. No one ended up selecting the “yes, and I do not plan to reactivate it” or “I’ve never had a Facebook” responses, so it seems that the majority of Americans are still attached to their Facebook account.

Facebook Use Survey Question 5

Why did you delete your Facebook account?

I wanted to include this question to find out more about those people who have, at some point, deactivated their Facebook account. The majority of respondents who fell into this category said that Facebook took up too much of their time. This was followed by those who felt Facebook was boring/that they didn’t use it as much. Only one person claimed to have left Facebook because their parents/relatives joined, which has been cited as a top reason for the decline in teen use.

Facebook Use Survey Question 6

What do you like most/least about Facebook?

This was my only free-response question. While it was the hardest to quantify, I felt it was necessary to include it.

What people tend to like most

  • It’s not just pictures; it’s articles, videos, peoples’ opinions all in one.
  • Being able to see what friends and family are up to without having to pick up the phone and call every week.
  • It keeps them up to date on current events.
  • It’s innovative and changes with the times.
  • Posting pictures

What people tend to like least

  • Lack of privacy
  • Facebook ads cluttering their newsfeed
  • Constant updates to the platform
  • When people post obnoxious things or complain

Please rank the following social media networks in order of preference: Facebook, Twitter, Instagram, Pinterest, LinkedIn, Google+

The results in order of most to least popular are: Facebook, Instagram, Twitter, Pinterest, LinkedIn and Google+. My prediction is that, in the coming years, Google+ will make top three.

Facebook Use Survey Question 8

Since last year, how has your Facebook activity changed?

Fifty-one percent said that they access Facebook about the same as they did last year, 25% more than they did last year and 23% less than they did last year. The fact that most people are accessing it about the same as they did last year means that the social media network may have already reached its peak. The fact that 1/4 of the respondents access it more than they did last year may be a result of the fact that many of those who took my survey are social media masters students and likely access Facebook for work.

Facebook Use Survey Question 8

How strongly do you agree or disagree with the statement ‘Facebook is dead and buried’?

Most still consider Facebook to be going strong, as 49% strongly disagree with this statement. Twenty-nine percent somewhat disagree, 15% are neutral about this statement, 6% somewhat agree and only 1% strongly disagree.

Facebook Use Survey Question 9

What I could’ve done differently

  • While my survey was able to show Facebook use among Americans overall, the free version of SurveyMonkey made it difficult for me to look specifically at which age groups were more active than others. Perhaps I could’ve found a way around this by selecting a purposive sample instead of opening up my survey to the general population.
  • If time had permitted, I would’ve found a way to seek out teens to take my survey.
  • By posting my survey on Facebook, I was automatically attracting regular Facebook users. Those who have a Facebook but rarely log on likely didn’t see my survey, and therefore did not take it.
  •  I would’ve added the following four answer choices to the question that asked why people deleted their Facebook: “I deleted it while applying for jobs/school”, “Too much drama,” “I had privacy concerns,” “I kept comparing my life to my Facebook friends’ lives.” I think having these answer choices would’ve provided me with more accurate results.
  • While I enjoyed having a free-response question, it was difficult to quantify the results for this. Instead of answering what they like most and least about Facebook, many people only answered part of the question. Next time, I’d ask it as two separate questions.
Facebook and social media survey

Social Media Survey: Who’s using Facebook?

Facebook Use Among Different Age Groups

Facebook and social media survey

This week’s lecture and readings focused on how to use surveys and questionnaires. For our assignment, we were asked to familiarize ourselves with OpinionLabQualtrics, and SurveyMonkey, and then pick one of these services to help answer a research question we may be considering. After researching the three services, I concluded that SurveyMonkey would work best for what I was trying to achieve. OpinionLab seemed to be more for customer feedback, and Qualtrics was more academic-research based. Because I had never created a survey before, I wanted to make sure I chose a service that was straightforward and extremely user friendly.

I have decided to survey different age groups about their Facebook use. I first became curious about this topic at the end of last year when a study declared that Facebook was ‘dead and buried’ among UK teens. While I don’t know that many teens, this claim got me thinking…is Facebook use and enthusiasm waning among the youth in America as well? And how does it compare to Facebook use and enthusiasm among those 35 and up?

It’s safe to say that 99% of my friends, those ranging in age from about 21-34, have a Facebook and continue to use it weekly. This social media network continues to be a popular way for Millennials to connect with each other after meeting at an event or in class. In fact, almost everyone in my social media masters program has a Facebook. While these students do have other social media accounts, it seems that the majority use Facebook more often than they use their other social media networks. The same holds true for me. I have accounts with Twitter, Instagram, Google+, Pinterest and LinkedIn but still log on to Facebook more than any of the others. If Facebook use really is waning, then why does the network continue to be No. 1 among my friends?

While Facebook use among Millenials continues to be up for debate, in the last few years, it seems that the 35 and up demographic has steadily increased its Facebook use. I would venture to say that about half of the parents I know, my dad included, are on Facebook. Just to give you an idea of how much Facebook use among this generation is increasing – I solicited my dad’s help in spreading the word about my survey to his Facebook friends. He posted a status about it at 7 a.m., and by the time he left the house at 7:20 a.m., he had already received five comments from people saying they had completed the survey. Why is this demographic so interested in having a presence on Facebook?

My survey consists of the following questions.

  1. What is your gender?
  2. What is your age?
  3. What do you primarily use Facebook for?
  4. About how often do you view or access Facebook?
  5. Have you ever deleted your Facebook account?
  6. Why did you delete your Facebook account?
  7. What do you like most/least about Facebook?
  8. Please rank the following social media networks in order of preference: Facebook, Twitter, Instagram, Pinterest, LinkedIn, Google+
  9. Since last year, how has your Facebook activity changed?
  10. How strongly do you agree or disagree with the following statement? Facebook is dead and buried.

With this survey, I’m hoping to find out who’s on Facebook and why and ultimately determine what Facebook can do to keep its current users engaged. As the SEO specialist and social media manager at my company, it is my job to figure out how to gain more followers on Facebook and what kind of posts will be most engaging. It would be interesting to learn how to better attract the 35 and up demographic because that is who makes up my company’s target customer base.

Stay tuned for the results in next week’s post! In the meantime, if you’d like to help me in my quest for knowledge, please feel free to take my survey.

MMC5427 Week 2 Assignment: H&M and SEO Keywords

H&M reaches sales goals without the help of SEO keywords.

H&M SEO Keywords Ad Campaign

I chose H&M as my multinational company.  The Swedish-based retailer, officially known as Hennes & Mauritz AB, is known for selling affordable clothing for women, men and children in 2,500 stores across 44 markets and online. Many of you have also probably seen the company’s minimalistic yet eye-catching advertising campaigns in shopping malls, on billboards or even in metro stations.

I thought it would be interesting to choose H&M for this assignment because the company only started selling its clothes online to U.S. customers last August. Before that, Americans had to visit one of its retail stores to get their hands on these affordable pieces. I was interested in seeing how H&M’s SEO stacked up against that of other multinational companies that have been using online shopping for much longer.

I predicted that H&M would be on the first page of Google for the following keywords, but I was only partly right.

  1. Discount clothing– Page 1, result #2 out of about 2,270,000,000 results.
  2. Discount clothing stores- Page 2, result #3 out of about 126,000,000 results.
  3. Discount men’s clothing- Beyond five pages.
  4. Discount women’s clothing- Beyond five pages, but H&M is mentioned at the bottom in the “searches related to” section. It’s interesting to note that Forever 21, one of H&M’s biggest competitors, takes the #2 spot for this keyword.
  5. Affordable men’s clothing- Beyond five pages, but H&M is mentioned at the bottom in the “searches related to” section.
  6. Affordable women’s clothing- Beyond five pages, but H&M is mentioned at the bottom in the “searches related to” section.
  7. Clothes on sale- Page 1, result #2 out of about  271,000,000 results. It was beat out only by Forever 21.
  8. Men’s clothes- Page 1, result #4 out of about 176,000,000 results.
  9. Women’s clothes- Page 1, result #4 out of about 177,000,000 results.
  10. Children’s clothes- Page 1, result #4 out of about 69,400,000 results.

H&M Coding Review

The coding for the company’s homepage does not contain any meta keywords, nor does it contain the words discount, affordableclothing or clothes. The word store, not stores, appears only in the form of “store locator” and “in- store”. Men’s and women’s clothes are referred to as “men’s fashion” and “women’s fashion”, which is why H&M did not rank high for the “men’s clothes” and “women clothes” keywords. The keyword children’s clothing was nowhere to be found. It’s interesting to note that, according to H&M’s coding, the most popular keyword on my list was sale. It was found a total of 62 times, but was not written as clothes on sale.


Based on these findings, I have come to a few conclusions. While SEO is an extremely important part of building a brand’s online presence, H&M realizes that people who are searching for its clothing, shoes and accessories online aren’t typing in keywords such as discount clothing; rather, they’re typing in and probably have been doing so even before it began selling to U.S. customers online. Once a brand establishes itself as the go-to brand for a particular category, in this case for affordable fashionable clothing, a lack of SEO for certain keywords can’t really take away from its success. In fact, immediately following the opening of its online store in the U.S., the company actually reported massive Q3 profit increase.

Overall, the company is still doing remarkably well for six out of the 10 keywords I selected. Perhaps its due to its presence on Google+, which has been the topic of many marketing case studies. Each day, the company connects with more than 940,000 people through photos, videos and exclusive content that reinforces its brand as a fashion lifestyle.