Recently we launched an unofficial survey on Tapas tipping through Survey Monkey. Thank you to everyone who participated. Here are the results:
Q1. Overall, how satisfied are you with the Tapas Coin tipping program? (A Score of 100 is Perfect)
Average Response: 76%
Analysis: Tapas Tipping is currently rated a "C". Obviously its off to a good start but there is room for improvement. As Michael has pointed out, Tipping is still in its beta phase and as demand increases so will video inventory, video payouts, and the likelihood of being added for desktop users.
Q2. Using your best guess, how many Tapas Coins have you tipped to creators so far?
Less than 500 Coins: 27.78%
500 to 1000 Coins: 11.11%
1000 to 5000 Coins: 33.33%
5000 to 10000 Coins: 5.56%
More than 10000 Coins: 2.78%
I have not tipped yet. / I can't or am unable to tip.: 19.44%
Analysis: 20% of the respondents have not tipped at all. Another 28% have tipped less than 500 coins, which is approximately $.42 USD. Approximately 58% of all respondents have tipped less than $1 which means the engagement rate for Tipping is still low. If only 42% of the user base is tipping that means that there is still a lot of growth ahead if staff can take actions that increase engagement rates.
Q3. In the future, how often do you think you will tip creators on Tapas?
Not planning on tipping: 0%
Analysis: The responses show that 3/4ths of the Tapas user base intends to tip at least weekly which is good news for creators looking for encouragement to update at least weekly. Even better is the fact that all responses are intending to tip at least some point in the future. Perhaps this is dependent upon implementing tipping to the desktop only users. Foreseeing that Tipping usage will only increase over time is all the more reason for staff to direct more efforts to improving and widening the reach of tipping.
Q4. How likely are you to purchase Tapas coins for tipping?
Very likely: 5.41%
Somewhat likely: 5.41%
Somewhat unlikely: 27.03%
Very unlikely: 48.65%
Analysis: 75% of respondents report it is unlikely they will purchase Tapas coins for tipping. This information is useful because A) it means staff should focus its efforts on providing more free coin opportunities to increase user engagement and B) investigate improvements on how to increase the desire to purchase coins. One major drawback to purchased coins is the 30% fee imposed by Google/Apple for use of their payments platform. One possible solution would be to offer coin purchases through the desktop website using Visa/MC/Discover which is a much lower fee structure, approximately 5%. A follow up survey question should ask what possible improvements could be made on purchased coins to increase engagement.
Q5. Concerning your tips so far, what blend of free (earned) to purchased coins have you given creators?
Only free (earned) coins: 85.71%
Mostly free (earned) coins: 0.00%
About an equal amount of free to purchased coins: 0.00%
Mostly purchased coins: 2.86%
Only purchased coins: 0.00%
I have not tipped: 11.43%
Analysis: An overwhelming majority of responses (86%) have only tipped free coins. Tapas should continue to explore more ways of increasing free coin opportunities such as social media shares, getting friends to install and use the app, and adding survey opportunities such as Peanut Labs. This data also shows that if free coin earning opportunities should decline, that tipping will see a major hit.
Q6. How satisfied are you with the current availability of watch-to-earn videos?
Very satisfied: 24.32%
Somewhat satisfied: 21.62%
Somewhat dissatisfied: 35.14%
Very dissatisfied: 10.81%
I do not use the watch-to-earn feature: 8.11%
Analysis: 45% of users are satisfied with the watch-to-earn video inventory while another 45% is not. Video inventory has been progressively improving as of late which makes this question less and less relevant. However, follow up surveys should check to see whether or not satisfaction rates are rising.
Q7. How satisfied are you with the current amount of coins earned per video watched?
Very satisfied: 13.51%
Somewhat satisfied: 32.43%
Somewhat dissatisfied: 35.14%
Very dissatisfied: 13.51%
I do not use the watch-to-earn feature: 5.41%
Analysis: Users are again split, 45% responding that the rewards that video ads provide are satisfactory while 50% feel that they are not. Ideally efforts should be made to improve rewards as doing so will likely increase engagement rates. Recently ad rewards seem to be declining for some users, making it important to do follow ups to make sure that satisfaction rates are rising, otherwise tipping could decline.
Q8. Please rank which of the following improvements would most likely increase your frequency and amount of tipping, with 1 being the most important and 7 being the least important.
More videos available to watch: #1 (30.30%), #2 (27.27%)
More coins earned per video: #1 (26.47%), #2 (32.35%)
Videos more relevant to me: #6 (25.00%), #7 (27.78%)
Coins earned by taking surveys: #3 (20.00%), #4 (31.43%)
Coins earned via social media: #4 (23.53%), #5 (41.18%)
Other coin earning opportunities: #1 (19.44%), #3 (30.56%)
Creators updating more often: #6 (21.62%), #7 (43.24%)
Weighted Score Results:
More videos available to watch: #1 (5.18)
More coins earned per video: #2 (5.15)
Other coin earning opportunities: #3 (4.67)
Coins earned by taking surveys: #4 (4.20)
Coins earned via social media: #5 (3.94)
Videos more relevant to me: #6 (2.89)
Creators updating more often: #7 (2.32)
Analysis: More videos available to watch was the #1 improvement that respondents would like to see. In regards to more videos vs. better rewards per video, respondents slightly preferred more to watch vs. more coins per view. The relevance of videos watched is relatively of little importance to users. The least important factor for improving tipping is creators updating more frequently, by a significant margin. Social media rewards are also less important to respondents vs. taking surveys or other yet undefined earning methods.
Q9. If you could make one change to the tipping feature, what would it be?
Analysis: This was a short answer question so each response was unique. The responses can be grouped however by similarity of answer. The most common response was adding tipping to the desktop, which was approximately 30%. The short answers were all forwarded to staff as to assist them with improvements to the feature. Staff responded that most of the recommendations are "in the works" or "we are doing our best". Staff asked that we post all the responses to generate discussion.
- Make it easier for creators to enable it.
- If would be nice for a tipper to see what the actual creator is getting, it might be vague.
- i can understand why you cant use the gift coins (300 coins given to each user for an event, for example) but id like to, because otherwise they continue to be useless to me
- Coin value equal to the USD value. Like, 100 coins = 1,00 USD to the author.
- Just that I can see when people are tipping. As a creator I want to reward people for tipping but it's hard to do that when I don't know who's tipping when. I think a little spot next to the tipper that just shows the late day they tipped would be enough.
- desktop incorporation
- make it visible in the browser (I only use the app to tip the creators I like, not for reading).
- More videos available to watch.
- Be clearer about cuts taken by Tapas. There's a lack of transparency that doesn't allow me to reccomend the feature in good faith.
- A desktop version of the tipping feature
- More sparkles in the tossing animation! XD
- Incorporate the desktop site, it's starting to feel a bit neglected despite being the large majority of my audience.
- Make it clear, that you can tip more than once or establish a tipping patronage (eg. when coin balance allows it, tip creator weekly/monthly set amount x)
- increased number of video's we can watch. And decrease the cooldown.
- EVERYONE SHOULD HAVE IT BY DEFAULT, NOT JUST THE PEOPLE WHO ASK FOR IT.
- Desktop and Windows phone integration
- Making it avaiable on PC
- Introduce it on the desktop version
- Maybe the creator could have the option to give tippers a little reward image, one that can be changed regularly? Like a small preview of the next page.
- being able to see my stats thru the app as a creator
- I would create a category showing creators with the tipping feature available.
- add it to the desktop site (although I know this will take a lot of work from the staff and they work so hard already!)
- More videos available at decent coin rate.
- Allow desktop tips
- Including a desktop version
- Everytime I do the "watch to earn", I get the same commercial. I'd change that~
- More ways to earn coins
- More videos to watch, please.
- The tipping list for creators getting reset perhaps once a week. I thing that could remind tippers to keep coming back to tip when they don't see their name in the list and it'd help creator run weekly raffles and such for tippers.
- Add the ability to take surveys.
Some people wrote "none".
Here are some responses that we can answer:
1) Why isn't tipping automatic for all creators?
Michael has responded that the reason for this is to prevent defrauding the system. Also tipping is currently in "beta testing" and at some point will be closed to new creators. This beta testing phase will allow for improvements to be made to the system.
2) Why can't you use "gift" (bonus) coins?
New app installations receive 200 free Tapas coins, for example. Bonus coins are not allowed to be tipped because some individuals could abuse the system, creating account after account, giving all of those bonus coins away themselves or to other creators. The same would go for 100s of accounts that simply subscribed/bookmarked a series for the random bonus coins giveaways and then funneled all the coins to certain creators and then unsubscribe.
3) What are the commissions that Tapas receives?
Tapas receives a 15% commission on all coin tips. This is to cover the cost of the program's development which took over 6 months of programming. Besides breaking even, the company also has to earn a "return on investment" on all those payroll hours of developer time. The 15% commission also funds the company hiring a "Director of Growth" and marketing efforts (Facebook boosts, display ads, etc.) to grow the total user base, which in turn means more tips for creators.
Q10. Overall, how satisfied or dissatisfied are you with our company? (Tapastic)
Very satisfied: 51.43%
Somewhat satisfied: 34.29%
Neither satisfied nor dissatisfied: 5.71%
Somewhat dissatisfied: 5.71%
Very dissatisfied: 2.86%
Analysis: 86% of Tapastic users are satisfied (52% very!) with how the website and app is preforming for them. It looks like the company is definitely headed in the right direction.
Thank you for reading and any follow up discussion.