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ChaCha Sets Record with Over a Million Mobile User Questions on Super Bowl Sunday

February 09, 2010

(SPORTS TECHNOLOGY)
ChaCha had a record day during Super Bowl, which answered well over a million mobile and online questions. ChaCha’s poll of its users, which are primarily teens and young adults, who asked questions during the Super Bowl said that the Super Bowl night showed that their favorite commercials were for Doritos. The ones they disliked most were for Go Daddy and the one most talked about, as measured by text traffic, was Denny's, mostly asking where was the nearest location of the restaurant to collect their free meal on Tuesday.


Inquiries about the teams involved also skyrocketed with 60,000, which is about ten times the normal inquiries, asked throughout Super Bowl Sunday.

In a release, Scott A. Jones, chairman and CEO of ChaCha, said "Our core audience is teens and young adults therefore, anything that happens in their world, from the earthquake in Haiti to the celebrity rumor of the day, spikes the number of questions to ChaCha. The Super Bowl was no exception." He said, “Teens are the heaviest texters on the planet and they are doing more of it all the time, with an average of nearly 3000 texts per month. ChaCha has grown to be the friend they turn to for all the answers, live interaction, and up-to-the-minute information."

Big events often drive higher user interaction with the two-year old service. Among drivers of its' biggest query days recently were the NCAA football National Championship, celebrity deaths such as Michael Jackson, Heath Ledger and Billy Mays and inaccurate rumors of deaths such as Johnny Depp and Taylor Swift (News - Alert). Scandals, such as Tiger Woods and Brangelina, also increase questions to the free service as do holidays when friends and family gather like Thanksgiving, and 4th of July. News about teen idols such as Robert Pattison and Justin Bieber and teen movies such as Twilight, Transformers 2, and Avatar, especially as a theatrical release approaches, drives higher than average questions as do awards shows including the Oscars, Grammys and the like. Interestingly, major college coaching changes also drive strong interaction with ChaCha.

Some 83 percent of U.S. mobile teens use text-messaging and 56 percent use MMS/picture messaging. The average U.S. mobile teen now sends or receives an average of 2,899 text-messages per month compared to 191 calls. The average number of texts has gone up 566 percent in just two years, far surpassing the average number of calls, which has stayed nearly steady. (Nielsen June 2009 "How Teens Use Media").
 
Frost and Sullivan, the research firm recently said, "Services such as ChaCha, that generate millions of mobile search queries from the youth segment are ideal to provide insights into things on top of mind of the youth segment."
 
ChaCha.com became a Top 100 website in 2009, according to Quantcast (News - Alert) and is also one of the fastest-growing websites, ahead of NFL.com, NBC.com, FoxSports.com, and Time.com. ChaCha has emerged as the single best place to reach the teen market in any medium. Between its site and mobile platform, ChaCha reaches over 10 million users every month and has answered over 400 million questions in the past two years.
 
Methodology of the poll was such that during the Super Bowl telecast people who asked ChaCha questions were asked to text back after their game with their favorite and least favorite commercials. About 900 gave us their favorite and 650 voted for their least favorite. Denny's generated the most overall conversation as measured by queries to ChaCha.
 
In the CaaS segment read here about how VivoWare, a provider of social networking solutions, reportedly announced that it is releasing VivoSocial as open source, letting developers worldwide participate in the growth of this advanced social networking framework for building rich social Internet applications for the DotNetNuke framework.

Hans Lewis is a contributing editor for TMCnet. To read more of his articles, please visit his columnist page.

Edited by Patrick Barnard