Mobile accounted for 13% of online sales in the US in Q1 2012

"Mobile is capturing a larger share of the online retailer sector in the US, according to a new report from IBM. Mobile commerce grew to 13.3 per cent of all online retail sales during the first quarter.
Mobile devices generated 17.1 per cent of all online sessions on retail sites, making a significant jump from 6.1 per cent in the year-ago period. The iPhone drives 6.5 per cent of mobile device retail traffic while Android captures 5.9 per cent and the iPad comprised 5.3 per cent.
"Over the first quarter, the digitally empowered consumer continued to demonstrate the momentum of the online channel and specifically mobile commerce, which has established itself as a legitimate channel for shopping," says Craig Hayman, general manager at IBM Industry Solutions. "Moving ahead, we will help retailers synchronize the demand and supply chains to address issues of product availability and connect to the mobile buyer.""
Source:  Data from IBM, reported by Mobile Marketing, 3rd May 2012

Young fathers in America spend more on media than young mothers

"Young Dads …
Spend more money than Mom. Young fathers spend $400 a month on media, $100 more than young moms
Have cleaned up their act. 70% say the type of media they consume is more family-friendly
Give advice. 54% share advice with their friends and family about CPG products. 81% share advice about tech products
73% of young dads use social networking sites to communicate with others over the course of a typical week; 94% (of these social networking users) use Facebook for this purpose. 40% of young dads rely on internet voice/video calling to communicate, with the most popular being Skype (72% of voice/video calling users).
Are still gaming. But 79% use their console for streaming movies and other family-friendly content
Are brand loyal. 50% consider themselves loyal to a particular brand within the auto and tech categories
Use search. Online search and word-of-mouth influence decisions in the tech, telco, auto, CPG and financial categories
Pre-Family Men …
Spend $350 a month on media, $60 more than pre-family women
Give advice. 72% give advice to their friends and family about tech products
Are influenced by media. 66% are influenced by TV advertising, while 50% are influenced by online advertising and 44% are influenced by online search results
Spend the most time online researching autos . 44% of them are loyal auto and tech enthusiasts
Spend 10+ hours a day multitasking between their PC, smartphone, tablet and gaming console
Love gaming. 75% spend more than 7 hours a month gaming or using their console to download movies and other content"
Source:  Research by Microsoft, reported in a blog post, 24th April 2012

Square is processing $5bn of payments a year

"Payments platform Square has released a number of new stats today, as well as good news for merchants using its mobile payments app to accept credit cards. According to a Bloomberg report, Square is now processing $5 billion in annual payments (or around $416 million in payments per month), which is up from $4 billion in annual payments in March. And payment volume is up 25 percent over the past month.
Square also says that it will be making funds available in merchants’ bank accounts the next business morning (for any sales made before 5 pm), while other merchant processors can take 2 to 5 business days to get merchants their money. This is a big win for merchants, who now have access to their sales revenue immediately."

Source:  TechCrunch, 18th April 2012

The Kindle Fire is the most popular Andoid tablet in the US

Click to enlarge

Source:  Data from comScore MobiLens, reported in a press release, 26th April 2012

Hulu has 2 million paying subscribers

"As an online television destination, Hulu is something of a teenager now, sometimes tolerating feuding parents and succeeding perhaps in spite of them. Hulu is growing steadily, despite disagreements among its corporate owners, and the new restrictions those owners have placed on free streaming of network shows.
This week Hulu will announce that it has topped two million subscribers for its $8-a-month Hulu Plus service in the first quarter, half a million more than it had at the end of 2011. But it has not been an easy path to growth."

Source:  New York Times, 16th April 2012

The technology use of American mothers

"BabyCenter®, LLC, the #1 pregnancy and parenting mobile and web destination worldwide, today released its 2012 American Media Mom report, the latest installment of BabyCenter's 21st Century Mom® Insights Series. At an exclusive gathering of media industry luminaries at the Time Warner Center this morning, the research detailed the dramatic reshaping of the family media ecosystem. The findings were the result of in-home interviews with moms, survey research among over 2,500 moms and other online adults, and a three-screen behavior analysis with Nielsen.
Mom uses the latest digital devices as necessities—not luxuries—to help her master the changing media landscape for herself and her family as she takes on the new role of Family Media Manager. Compared with the general population, moms over-index on ownership and usage of EVERY digital device, including laptops, digital cameras, DVRs, and gaming consoles. In particular, she is 38% more likely than the general population to own an Internet TV device (e.g. Apple TV, Roku), 28% more likely to use a tablet, and 38% more likely to own a smartphone.
[...]
While smartphones continue to be Mom's "remote control for her life," new media disruptors are taking center stage. Tablets, Internet TV, and online video are drastically reshaping the family media experience. Compared to three years ago, over one third of the general population says that they are spending less time watching live TV or reading magazines or newspapers. This pattern is even more exaggerated for Moms – they are 2/3 more likely to say that they spend less time with live TV and radio. And, moms are more than 50% more likely to say that they are spending more time with online video and internet TV than the general online population.
In the year since we unveiled BabyCenter's 21st Century Mobile Mom® Report, smartphone adoption among mothers has increased another 10 percent to 65%. According to Nielsen's Mobile Insights data from Q4 2011, Mom smartphone owners are more likely to use their devices to their fullest capacities than the general population. For instance, she is texting and using social media on her mobile device at a higher rate. Mom is also 53% more likely to use mobile banking applications and 58% more likely to shop via her mobile phone compared to the general population.
The Family Media Manager Runs the Show
[...]
Whether it's watching her favorite shows during some downtime, doling out her kids' YouTube playlist during a long car trip, or tapping into her social graph for opinions on products and services when she's in-store, she will adopt the formats that allow her to maximize her time. According to Nielsen's behavioral data, Mom's spend twice as much time online monthly: 66 hours versus 33 hours for the general population, and spends 63% more time streaming online video. We also found that Mom is 45% more likely to use social media regularly compared to the general population. In short: flexibility and efficiency rule Mom's media day.
More Devices = More Media
It is not a zero sum media game for moms. Multiple devices do not seem to be taking away time from any one media platform. On average, moms are spending 10.9 hours daily with media. According to the 2012 American Media Mom report, those who own an Internet TV device spend over 3 additional hours with media, and moms who own a smartphone, tablet AND Internet TV device are spending over 7 additional hours with media—which adds up to over 17 hours per day—in large part because of mom's heightened ability to multitask with devices and media.
Moms are media multitaskers when it comes to video. Half say that they are always or often talking to someone else or using social media while watching TV. 40% are also going online on their tablet, mobile phone or texting someone while watching TV. And 1 in 4 are talking on the phone at the same time. Moms are twice as likely to be using social media or texting while they are watching videos, 3 in 4 moms say that they skip all of the ads they can while watching television content; a rate that is 20% higher than the general online population.
Her Path to the Register Has Evolved
In BabyCenter's 2011 Shopping Rituals of the American Mom Report, we saw that the purchase funnel has been upended. In the six months since we unveiled that data, mom's reliance on mobile throughout the purchase process has dramatically increased. Usage of mobile media for getting product ideas has risen from 20% to 36%; usage of mobile product/brand recommendations has grown from 17% to 33%; using mobile for feature comparisons has risen from 21% to 37%; mobile for price comparison review grew from 28% to 45%; finding coupons or deals shifted from 22% to 31%; deciding where to buy has nearly doubled from 16% to 30%. Additionally, one in 5 moms have scanned a barcode for price comparisons in the past 30 days, and 9% regularly scan QR codes."
Source:  Press release from BabyCenter, 19th April 2012
Methodology:   "The findings in BabyCenter's 2012 American Media Mom report are the result of qualitative research, quantitative survey data, and three-screen behavioral data with Nielsen. We conducted in-home interviews with new and expecting moms in Chicago and San Francisco in February 2012 through our research partner Gallin Group. In addition, we conducted in-depth survey research on media behaviors and attitudes among 1100 new and expecting moms through BabyCenter's 21st Century Media Panel as well as 1400 non-moms (referred to as general population) using Socratic's online panel. Finally, Nielsen provided a three-screen behavioral analysis across Television, Online and Mobile behavior comparing BabyCenter's moms to persons 18+."

Xbox households in the US spend an average of 84 hours a month on online services

"Yusuf Mehdi, who heads up marketing and strategy for Microsoft's Xbox business, said households now spend an average of 84 hours a month on the Xbox Live online service playing games, watching videos and listening to music. That's up 30% from a year ago. Just over half that time is spent on videos and music.
By comparison, the average household spend about 150 hours a month watching television.
"What we're seeing is that people are turning on the Xbox to play games and then keeping it on afterwards to get other types of entertainment," Mehdi said."

Source:  LA Times, 26th March 2012

Stats on tablet users & usage

"Today's Tablet User
"Tapping Into Tabletomics" also offers a snapshot of today's tablet user:
62% use their tablets daily
Daily tablet users spend an average of 2.4 hours per day on their tablets
85% of tablet use is for personal reasons versus business
77% of tablet use is alone
74% of tablet usage is done at home
Most media activities on the tablet, such as playing games and watching TV shows, peak with the 18-24 demo
The research reveals emotional connections to this device unlike any other in the household. More than 50% of respondents said their tablet makes them feel happier and more relaxed, while 49% said tablets make them more effective at managing life. Forty percent agree that "my tablet brings out the best in me" and 39% said tablets boost creativity.
One participant succinctly summed up her close relationship with her tablet: "The iPad is my form of entertainment, relaxation, fun, and opportunity to get information. It's my personal space, in a sense." However, not all tablet users feel the same. "Tapping into Tabletomics" revealed varying degrees of tablet love across four distinct segments of tablet users.
Power Trippers (18%): younger users, often male, that love their tablets and use them for everything.
Cool & Efficient (23%): frequent users that rely on tablets to be useful above anything else.
Happy-go-lucky (28%): light users that view tablets as a friendly source of enjoyment and entertainment.
Proceeding with Caution (31%): the lightest and often less technologically-savvy users that stick to basic activities.
Rush continued, "We found that the tablet is a jack of many trades - it offers video and social experiences, it's a source of information and it's portable. But despite its versatility, other devices prove irreplaceable."
While tablets provide both emotional and functional benefits, most tablet owners are not ready to purge their smartphones, laptops or gaming consoles. A vast majority, 65%, would replace their laptop before their tablet because it lacks the work functionality, and 77% would replace their iPhone before their iPad."
Source:  Data from Viacom's "Tapping Into Tabletomics", reported in a press release, 17th April 2012
Methodology:  "Drawing on a national online survey of more than 2,500 people ages 8-54 as well as qualitative, in-depth interviews with dedicated tablet users in New York and Los Angeles, "Tapping into Tabletomics" found that, in just a few years, tablets have risen to second-screen prominence for full-length TV (FLTV) show viewing, ahead of computers. Out of total time spent watching FLTV shows, 15% of viewing occurs on tablets."

39% of people who bought a book from Amazon in the US has previously looked at the book in a physical store

"Looking at products in stores and then buying them at lower prices via the Internet. A survey conducted in late 2011 by a book market research company, the Codex Group, indicated that 39 percent of people who purchased books from Amazon said they had looked at the book in a bookstore before buying it online. Best Buy’s recently announced fourth-quarter loss – $1.7 billion, resulting in the closing of at least 50 stores – can in part be attributed to “showrooming,” the name given to the practice of visiting stores to look at products and then price shopping and ultimately purchasing the products online. Indeed, Best Buy stores seem to be a perfect venue for finding and toying with all the latest technology – but not necessarily buying it there."

Source:  ReveNews, 19th April 2012

Online ad spend in the US rose to $31bn in 2011

"The IAB Internet Advertising Revenue Report for the full-year 2011 reveals that revenues soared to a landmark high of $31 billion. That milestone represents a 22 percent increase over 2010’s full-year number, which itself had been a record-breaker at $26 billion. The report, released today by the Interactive Advertising Bureau (IAB) and prepared by PwC U.S., also unveils that fourth quarter revenues for 2011 hit a best-ever at $9 billion, marking a 15 percent increase over the third quarter 2011, which came in at $7.8 billion, and a 20 percent growth year-over-year in comparison to 2010’s $7.4 billion.
Other highlights of the report include:
Mobile experienced the fastest growth of all categories – triple-digit growth year-over-year – up 149 percent to $1.6 billion in full-year 2011 from $0.6 billion in 2010.
Digital video, a component of display-related advertising, saw a significant uptick of 29 percent year-over-year, bringing in $1.8 billion in revenue in 2011 compared to $1.4 billion in 2010.
Search revenues in 2011 totaled $14.8 billion, up almost 27 percent from $11.7 billion in 2010.
Display-related advertising revenues in 2011 totaled $11.1 billion or 35 percent of 2011 revenues, up 15 percent from $9.6 billion in 2010.
Retail advertisers continue to represent the largest category of internet ad spending, accounting for 22 percent in 2011, or $7.1 billion, up from 21 percent ($5.5 billion) reported in 2010.
“This historic moment, with an especially impressive achievement in mobile, is indicative of an increased awareness from advertisers that they need to reach consumers where they are spending their time—in digital media,” said Randall Rothenberg, President and CEO, IAB. “Pushing past the $30 billion barrier, the interactive advertising industry confirms its central place in media. Across search, display, digital video, digital provides a wealth of opportunity for brands and consumers. With the proliferation of smartphones and tablets, it is likely that the tremendous growth in mobile will continue as these screens become even more crucial to the marketing mix.”
“The year 2011 saw mobile advertising become a meaningful category,” said David Silverman, Partner, PwC U.S. “By combining some of the best features of the internet, along with portability and location-based technology, mobile advertising is enabling marketers to deliver timely, targeted, relevant, and local advertisements in a manner that was not previously possible. It is for these reasons that we expect strong growth to continue with mobile advertising.”
“Digital advertising’s stellar performance in 2011 attests to the high value marketers put on the medium,” said Sherrill Mane, Senior Vice President, Research, Analytics, and Measurement, IAB. “In addition, with advancement in areas like mobile and digital video, it appears that there will be robust avenues for interactive’s growth in the future.”"
Source:  Press release from the IAB, 18th April 2012

The iPad accounts for 90% of mobile shopping revenue in the US

"According to the 2012 Q1 Mobile Study iPad users spent significantly more time and money on retail sites than other mobile users. Data from March 2012 shows that:
iPad users constitute the bulk of all mobile shoppers—accounting for about two-thirds (68%) of shoppers.
The iPad accounts for 90% of all mobile revenue (and 4% of total retail revenue).
Conversion rates were also strongest with the iPad (1.5% for iPad vs. 0.57% for other mobile devices).
Average pages per session were highest for the iPad compared with all other mobile devices, at nearly 6 pages per session (5.7 for iPads vs. 3.6 for iPhone vs. 4.1 for other mobile devices).
iPad Users Spend More, Buy More Expensive Items (even more than desktop users)
iPad users spend dramatically more – on fewer items – than other mobile shoppers. When compared to online shoppers, iPad users spend approximately the same amount on an average order, but buy much more expensive products.
The iPad had the highest average order value (AOV) of any mobile device: $158 for iPad vs. $105 for other mobile devices vs. $104 for iPhone and other iOS devices in March 2012.
Interestingly, AOV for iPad shopping is creeping ahead of the AOV from desktop computers. ($158 for iPad vs. $153 from desktops).
While they spend more per average order, iPad shoppers had on average fewer number of items per order of any mobile device (2.98 for iPad vs. 4.22 for other iOS devices vs. 4.41 for all other mobile devices in March 2012)
Overall, iPad shoppers averaged $52.66 per item vs. $21.86 per item for desktop users and $23.80 for other mobile users."

Source:  Data from the Rich Relevance Shopping Insights Q1 Survey, reported in a press release, 11th April 2012

Mobile accounts for 11% of UK search spend

"Mobile search spend in the UK increased by 250% for Q1 year-on-year (YOY) as traffic on mobile devices increased four-fold, according to data from Adobe.
Mobile now accounts for 11% of all UK search spend compared to 8% in the US.
Of this, tablets alone accounted for 4.25% of UK search spend.
But despite this boom, Adobe’s Global Digital Advertising Update shows that overall search spend only increased by 2% in the UK compared to 16% in the US.
This is lower than the 30.3% YOY increase in US search ad spend reported in IgnitionOne’s Global Online Advertising report, but still shows that the industry is experiencing strong growth.
Adobe’s report suggests that the relatively low increase in UK search spend “reflects the fragile state of the European economic recovery.”"

Source:  Adobe, 10th April 2012

Starbucks has processed more than 42 million mobile payments in the US

"A novel new way to pay by iPhone or Android at Starbucks locations is proving too convenient for caffeine-crazed customers to pass up.
Starbucks has processed more than 42 million mobile payments since the U.S. launch of its mobile pay program less than 15 months ago, the coffee company shared exclusively with VentureBeat.
Starbucks released “mobile pay,” a prominent feature of the company’s iPhone and Android applications, in January 2011. Customers use the mobile app to load money on to a digital Starbucks Card and then present a 2D barcode to pay at the register. Baristas simply scan the barcode using the scanners they already have at their cash registers. Mobile pay first launched in the U.S., but has since migrated to Canada and the U.K., and Starbucks recently made it available to customers ordering from drive-thru windows.
In December 2011, Starbucks revealed that it had processed 26 million mobile payments. Adoption continues to grow expotentially, the company said."

Source:  VentureBeat, 9th April 2012

Pinterest is now the 3rd largest social network in the US in terms of visits

"Pinterest is now the number three most-popular social network in the U.S., behind Facebook and Twitter, according to Experian Hitwise.
A new report from the researcher shows Pinterest got 21.5 million visits during the week ending Jan. 28, a nearly 30-fold increase over a comparable week in July. Not surprisingly, the site skews female with a 60/40 ration of women to men visitors.
Experian rep Matt Tatham says Pinterest beat its next-closest competitor, LinkedIn, in total visits in February. Tatham says the rankings by total visits for March is as follows:
1. Facebook: 7 billion
2. Twitter: 182 million
3. Pinterest: 104 million
4. LinkedIn: 86 million
5. Tagged: 72 million
6. Google+: 61 million
The report, which tracks visits rather than unique visitors, is based on web traffic and doesn’t factor in visits from mobile sites. According to Experian’s reckoning, Foursquare only got 2.9 million visits in March and Instagram got 10.2 million."

Source:  Mashable, 6th April 2012

Google's paid search clicks from mobile devices increased by 132% in 2011

"In 2011, paid search clicks from mobile devices on Google increased 132% from January to December. By December 2012, Marin Software projects smart mobile devices will generate 25% of all paid-search clicks on Google as a result of the explosive adoption of smartphones and tablets. Consumers are much more engaged with search ads on smartphones and tablets as opposed to desktops, as evidenced by click through rates that are respectively 72% and 31% higher. Search ads on smart mobile devices also have a lower costs-per-click than desktop ads. This difference, in cost coupled with higher click-through rates on mobile, creates favorable performance conditions for advertisers and increased demand for mobile ads." Source: Press release from Marin Software, 26th March 2012

Ringtones generated more revenues than music streaming services in the US in 2011

"Technology simply moves faster than consumers, and older formats die hard. Which is why ringtones still accounted for $277.4 million in revenues last year - in the US alone - according to stats just released by the RIAA.  That compares to $241.0 million in revenues from the likes of Spotify, Rdio, Rhapsody, MOG, and ilk, combined."

Source:  DigitalMusicNews, 3rd April 2012

Visitors arriving from Pinterest are more likely to spend than those arriving from other social channels

"Pinterest isn’t just driving record levels of traffic to the websites of retailers and publishers — it’s also driving sales, some early data indicates.
Wayfair (formerly CSN Stores), the second largest home goods retailer by revenue, has found that Pinterest referrals are more likely to make a purchase and spend more on average than visitors from other social channels.
Wayfair CEO Niraj Shah says that shoppers referred by Pinterest are more 10% more likely to make a purchase than visitors who arrive from other social networks, including Facebook and Twitter. They’ll also spend 10% more on average.
The statistics are in some respects even more impressive when non-social channels are added in. On average, Pinterest referrals spend 70% more than visitors referred from non-social channels, including search. They are not, however, as likely to make a purchase as those referred by other channels.
Those statistics are averaged among Wayfair’s three home goods websites: wayfair.com, allmodern.com and jossandmain.com, the latter of which is a daily deals site. Collectively, the three sites brought in $500 million in revenue last year. (Williams-Sonoma, the number one player in the category, posted revenues of $3.7 billion for fiscal 2011.)"

Source:  Mashable, 3rd April 2012

Digital magazine subscriptions represent about 1% of total magazine subscriptions in the US

"Magazines more than doubled their paid digital circulation in the most recent reporting period, but print remains the overwhelming majority of their business, according to a new analysis by the Audit Bureau of Circulations.
Despite all that growth, however, digital remains about 1% of magazines' total paid and verified circulation."

Source:  AdAge, 29th March 2012

Half of American homes own at least one Apple product

"Half of all U.S. households own at least one Apple product, according to CNBC’s All-America Economic survey.
That’s more than 55 million homes with at least one iPhone, iPad, iPod or Mac computer. And one-in-10 homes that aren’t currently in that group plan to join it in the next year.
But Apple doesn’t have to worry about brand saturation any time soon. Americans don’t stop with just one device. Homes that own least one Apple, own an average of three. Overall, the average household has 1.6 Apple devices, with almost one-quarter planning to buy at least one more in the next year."
Source:  CNBC, 28th March 2012

31% of US online ad impressions aren't seen

"comScore, Inc, a leader in measuring the digital world, today released full study results from its U.S.-based vCE Charter Study involving online advertising campaigns for 12 premium national advertisers. The study found that, in many cases, a large portion of ad impressions are not delivered according to plan, and that the quality of ad delivery can vary greatly based on a variety of factors, including site, placement, creative and targeting strategy. The study evaluated ad delivery based on a several key dimensions, including whether or not the ads were delivered in-view, to the right audience, in the right geography, in brand safe environments and absent of fraud. The complete results are included in a complimentary white paper, which can be downloaded at the following link: http://www.comscore.com/vce-charter-study
[...]
The vCE Charter Study includes a variety of detailed findings that shed light on the current state of online ad delivery and its implications for different participants in the online advertising market. Key findings include:
In-View Rates are Eye-Opening. The study showed that 31% of ads were not in-view, meaning they never had an opportunity to be seen. There was also great variation across sites where the campaigns ran, with in-view rates ranging from 7% to 100% on a given site. This variance illustrates that even for major advertisers making premium buys there is a lot of room for improvement.
Targeting Audiences Beyond Demographics Can be Powerful. Generally, campaigns that had very basic demographic targeting objectives performed well with regard to hitting those targets. For example, those with an objective of reaching people in a particular broad age range did so with 70% of their impressions. Predictably, as additional demographic variables were added to the targeting criteria (e.g. income + gender), accuracy rates of the ad delivery declined. However, the results also showed that 37% of all impressions were delivered to audiences with behavioral profiles that were relevant to the brand (i.e. consumers with demonstrated interests in categories, such as food, auto or sports). One campaign had 67% of its impressions viewed by the target behavioral segment.
The Content in Which An Ad Runs Can Create Problems for Any Brand. Of the campaigns analyzed, 72% had at least some impressions that were delivered adjacent to objectionable content. While this did not translate to a large number of impressions on an absolute basis (141,000 impressions across 980 domains), it is important to note that 92,000 people were exposed to these impressions. This demonstrates that brand safety should be of concern to all advertisers.
Fraud is the Elephant in the Digital Room. Fraud is an undeniably large and growing problem in digital advertising. The results showed that an average of 0.16% of impressions across all campaigns was delivered to non-human agents from the IAB spiders & bots list. Although this percentage might appear negligible, there are two important considerations to keep in mind. Only the most basic forms of inappropriate delivery were addressed in this study. When additional, more sophisticated types of fraud are considered, the problem will only get larger. Like brand safety, fraud should be an important concern for all advertisers.
Digital Ad Economics: The Good Guys Aren't Necessarily Winning. The study showed that there was little to no correlation between CPM and value being delivered to the advertiser. For example, ad placements with strong in-view rates are not getting higher CPMs than placements with low in-view rates. Similarly, ads that are doing well at delivering to a primary demographic target are not receiving more value than those that are not. In other words, neither ad visibility nor the quality of the audience reached is currently reflected in the economics of digital advertising."
Source:  Press release from comScore, 26th March 2012
Note - comScore released similar research earlier in the year.  I'll repeat the note I made at the time:
While this research is valid, it's worth mentioning the different ad trading models.  Most ads are not bought on a 'cost per view' (CPM) model, but are bought on a cost per click (CPC) or cost per action (CPA) basis.  This means that the advertisers for these campaigns don't pay for the ads until there is a click or a specified action - like a sale or a registration - so they are not being charge anything for ads that aren't seen. 
Part of the job of the agency is to ensure that the ads bought on a CPM basis appear in good positions - that is 'in view' making the site push the other ads down to the bottom of the page.  Similarly with ads appearing in unsafe content - part of the job of the agency is to make sure that this does not happen.