By TALI ARBEL, AP Business Writer

 Half of Americans think Facebook is a passing fad, according to the results of a new Associated Press-CNBC poll. And, in the run-up to the social network’s initial public offering of stock, half of Americans also say the social network’s expected asking price is too high.

 The company Mark Zuckerberg created as a Harvard student eight years ago is preparing for what looks to be the biggest Internet IPO ever. Expected later this week, Facebook’s Wall Street debut could value the company at $100 billion, making it worth more than Disney, Ford and Kraft Foods.

 That’s testament to the impressive numbers Facebook has posted in its relatively brief history. More than 40 percent of American adults log in to the site —to share news, personal observations, photos and more— at least once a week. In all, some 900 million people around the world are users. Facebook’s revenue grew from $777 million in 2009 to $3.7 billion last year. And in the first quarter of 2012 it was more than $1 billion.

 

Just a third of those surveyed think the company’s expected value is appropriate, 50 percent say it is too high. Those who invest in the stock market are more likely to see Facebook as overvalued, 58 percent said so. About 3 in 10 investors say the expected value of shares is fair.

 

But price worries won’t necessarily stop would-be investors. Half the people surveyed say they think Facebook is a good bet, while 31 percent do not. The rest aren’t sure. Americans who invest in stocks roughly agree, although investors who are more “active” — those who have changed their holdings in the past month —are more negative. Nearly 40 percent say Facebook would not be a good investment.

 

Young adults, a majority of whom log on to Facebook daily, are more willing to dance to their hoodie-wearing piper, 28-year-old CEO Mark Zuckerberg. Among Zuckerberg’s peers, adults under age 35, 59 percent say Facebook is a good bet. Compare that to the views of senior citizens: Only 39 percent age 65 and over say Facebook shares are a good investment. Nearly half of Gen X’ers (ages 35-44) say the company is a good bet, as do 55 percent of middle-aged people.

 

Those under 35 are the generation most interested in Facebook’s IPO because they’ve grown up immersed in the social network. They were the first users, logging in from their college dorm rooms. Later, Facebook expanded to allow high school-age and even younger students to sign up. It’s become an integral part of their lives, giving them a launching pad to spread the news of life’s major developments through posts and pictures.

 

Conversely, it’s the rare senior citizen on Facebook: Just 21 percent have an account. Half of baby boomers — the generation born in the years after World War II — have one. But most of the 56 percent of the country that’s on Facebook is young — two-thirds of Gen X’ers and a staggering 81 percent of people 18-35 use the social networking site.

 

Young people aren’t just connected. They are constantly tethered to smartphones, tablets and notebook computers. Even with the rise of alternative social networks like Twitter and Google Plus, 55 percent of Zuckerberg’s peers go on Facebook every day. A third log on several times a day. Despite the intensity of their use, a narrow majority of young adults predict Facebook’s appeal will fade down the road (51 percent), fewer think it will stick around as a service (44 percent).

 

The public overall is similarly divided on the company’s future. Just under half of adults (46 percent) predict a short timeline for Facebook, while 43 percent say it has staying power.

 

Young people are more aware of Zuckerberg and have more positive views of the CEO, who celebrated his 28th birthday on Monday. Overall, one in five Americans say they’ve never heard of him, 30 percent don’t have an opinion and 14 percent plain don’t like him. Only about a third have a good impression of the CEO, who has alienated some with Facebook’s ever-changing approach to user privacy.

 

But 46 percent of people under 35 like him. And a scant 4 percent of those younger adults say they’ve never heard of him.

 

The privacy issue is a stinger. Three of every five Facebook users say they have little or no faith that the company will protect their personal information. Only 13 percent trust Facebook to guard their data, and only 12 percent would feel safe making purchases through the site. Even Facebook’s most dedicated users are wary — half of those who use the site daily say they wouldn’t feel safe buying things on the network.

 

As for how Facebook makes most of its money —selling ads— 57 percent of users say they never click on them or on Facebook’s sponsored content. About another quarter say they rarely do.

 

Despite user discontent about privacy, Facebook and Zuckerberg have connected with many Americans. The survey suggests that his reputation and youth seem more like assets than liabilities. For those who have heard of the CEO, two-thirds are at least somewhat confident in his ability to run a large public company. Twenty-two percent doubt he can handle the leadership role. As for the social network he created, 51 percent of Americans clicked “Like.”

 

The Associated Press-CNBC Poll was conducted May 3-7, 2012 by GfK Roper Public Affairs and Corporate Communications. It involved landline and cell phone interviews with 1,004 adults nationwide and has a margin of sampling error of plus or minus 3.9 percentage points.

 

___

Associated Press Deputy Director of Polling Jennifer Agiesta and News Survey Specialist Dennis Junius contributed this report.

 

___

Online:

http://www.ap-gfkpoll.com

http://facebook.cnbc.com

 

 

How the poll was conducted

 

The Associated Press-CNBC Poll on the social networking website Facebook and its upcoming initial public offering was conducted by GfK Roper Public Affairs & Corporate Communications from May 3-7. It is based on landline and cellphone telephone interviews with a nationally representative random sample of 1,004 adults. Interviews were conducted with 703 respondents on landline telephones and 301 on cellular phones.

 

Digits in the phone numbers dialed were generated randomly to reach households with unlisted and listed landline and cellphone numbers.

 

Interviews were conducted in both English and Spanish.

 

As is done routinely in surveys, results were weighted, or adjusted, to ensure that responses accurately reflect the population’s makeup by factors such as age, sex, education and race. In addition, the weighting took into account patterns of phone use — landline only, cell only and both types — by region.

 

No more than one time in 20 should chance variations in the sample cause the results to vary by more than plus or minus 3.9 percentage points from the answers that would be obtained if all adults in the U.S. were polled.

 

There are other sources of potential error in polls, including the wording and order of questions.

 Topline results are available at http://facebook.cnbc.com and http://surveys.ap.org.

The questions and results are available at http://facebook.cnbc.com and http://www.ap-gfkpoll.com .

AP-GfK Poll: Americans support menu labeling in restaurants, grocery stores

By MARY CLARE JALONICK, Associated Press

WASHINGTON (AP) — More than half of Americans say they already have enough information at restaurants to decide whether they are making a healthy purchase. But they want even more.

According to an Associated Press-GfK poll conducted in December, most Americans favor labeling calories on menus in fast food and sit-down restaurants. Most favor labels for prepared foods in the grocery store, too.

The poll was conducted a little more than a week after the Food and Drug Administration announced new rules that will require restaurants and other establishments that sell prepared foods and have 20 or more locations to post the calorie content of food “clearly and conspicuously” on their menus, menu boards and displays. Companies will have until November 2015 to comply.

___

MAJORITY SUPPORT MENU LABELING

A majority of Americans — 56 percent — favor requiring fast food restaurants to post calorie amounts on menus, while 54 percent favor the calorie postings at sit-down restaurants and 52 percent favor the labels at prepared food counters at grocery stores.

Slightly fewer approved of requiring the calorie postings in other dining locations. Forty-nine percent of Americans supported posting calories on coffee shop menus and 44 percent approved of the postings on vending machines and at movie theaters. Forty-three percent favored calorie postings in amusement parks. All of those establishments will be required to post calorie amounts under the new FDA rules.

Only about 1 in 10 Americans oppose labeling requirements at each of these places. The remainder said they neither favor nor oppose each requirement.

___

WOMEN, DEMOCRATS MOST SUPPORTIVE

Women are more likely than men to say they favor labeling requirements at restaurants and prepared-food counters, though a majority of men support the labeling at fast food restaurants and around half support it at sit-down restaurants. College-educated respondents are more likely than those without a college education to favor labeling requirements at all of the establishments.

The support appears to be relatively bipartisan. Democrats are significantly more likely to support the calorie postings than independents or Republicans, but a slim majority of Republicans still support calorie postings at restaurants.

___

PEOPLE CARE ABOUT CALORIES, SUGARS, FATS

The idea behind the rules is that people may pass on that bacon double cheeseburger if they know it has hundreds of calories — and, in turn, restaurants may make their foods healthier to keep calorie counts down. The menus and menu boards will tell diners that a 2,000-calorie diet is used as the basis for daily nutrition, noting that individual calorie needs may vary. Additional nutritional information beyond calories, including sodium, fats, sugar and other items, must be available upon request.

When they’re judging whether a food item is a healthy choice or not, 55 percent of Americans say how many calories it contains is very or extremely important to them. Same with sodium levels.

Sugar and fat were slightly more important to health-conscious diners — 61 percent said sugar was very or extremely important when deciding on healthy purchases and 59 percent said the same about the amount of fat.

Only 36 percent of Americans said they feel the level of vitamins and minerals is extremely or very important when making healthy purchases, and even fewer — 23 percent, less than a quarter — said the same about whether an item is organic. Women and people living in urban areas were most likely to make organic food a priority.

___

AMERICANS ARE ALREADY INFORMED

Even though a majority favors more calorie labeling, most Americans say they already have enough information to decide whether they are making healthy purchases at restaurants.

Sixty percent say they now have enough nutrition information at sit-down restaurants and 56 percent say they do at fast food restaurants. That number drops to 48 percent at prepared food counters in grocery stores.

Around a third say they don’t have enough information to decide if they are making a healthy purchase in any of those places.

When it comes to the grocery store, 75 percent of people say they have enough information to make a healthy choice. Unlike restaurants, where nutritional information is often a mystery, nutrition facts panels have been required on packaged foods since the 1990s. The FDA included prepared foods at supermarkets in the menu labeling rules as grocery stores have increasingly sold restaurant-like offerings.

The menu labels were required by Congress as part of health overhaul in 2010. The FDA has said they are just one way to combat obesity, since Americans eat and drink about one-third of their calories away from home.

Michael Taylor, FDA’s deputy commissioner of foods, said the agency knows there is strong interest from the public in the labeling.

“It’s not a magic wand, but it will help people make better choices about their diets,” he said.

___

The AP-GfK Poll of 1,010 adults was conducted online Dec. 4-8, using a sample drawn from GfK’s probability-based KnowledgePanel, which is designed to be representative of the U.S. population. The margin of sampling error for all respondents is plus or minus 3.4 percentage points.

Respondents were first selected randomly using phone or mail survey methods, and later interviewed online. People selected for KnowledgePanel who didn’t otherwise have access to the Internet were provided access at no cost to them.

___

AP Director of Polling Jennifer Agiesta and News Survey Specialist Emily Swanson contributed to this report.

___

Online:

AP-GfK Poll: http://www.ap-gfkpoll.com

___

Follow Mary Clare Jalonick on Twitter at http://twitter.com/mcjalonick

 

 


AP-GfK Poll: 5 things to know about the economy

By JENNIFER AGIESTA and EMILY SWANSON

WASHINGTON (AP) – Few issues in a presidential campaign come close to being as meaningful as the economy. The latest Associated Press-GfK poll offers a look at how the public feels about this issue, which touches nearly every aspect of American life. As the 2016 candidates get set to kick off their campaigns, here are five things to know about public opinion on the economy.

___

THE ECONOMY ISN’T A MONOLITH

The economy, writ large, has been America’s top policy priority for the entirety of Barack Obama’s presidency, despite the slowly building recovery and the recent skyrocketing stock market. But focusing on this overall concern masks a distinction that matters to many Americans. Though negative perceptions of the economy overall are down compared with four years ago (57 percent describe it as “poor” compared with 83 percent who did in November 2010), Americans’ ratings of their own finances are actually a bit worse than they were back then (38 percent describe their household’s finances as poor, up from 30 percent in 2010). Young Americans, under age 30, have an exceptionally negative take on their finances, with nearly half describing them as poor.

Along the same lines, while a majority of Americans say the stock market and big businesses have mostly recovered from the Great Recession, just 16 percent think small businesses have, 27 percent say the job market where they live is mostly recovered and only 34 percent say their family is largely back to normal.

EDUCATION, LOCATION, INCOME LINKED TO IMPRESSION OF ECONOMY

For some in America, the economy is humming along. Majorities of college graduates, urban residents and people with incomes of $100,000 or more say the economy is in good shape. By contrast, just 28 percent of rural residents, 35 percent without college degrees and 35 percent with incomes under $50,000 say it’s in good shape. Half of those with incomes under $50,000 and 42 percent of rural residents say they and their families haven’t yet recovered from the Great Recession.

Rural residents feel the labor and real estate markets in their area have been particularly hard hit: 45 percent say their local real estate market has only recovered a little or not at all, while 53 percent say the same about their local job market.

EXPECTATIONS ARE SOMEWHAT BETTER

The poll finds an uptick in Americans’ hopes for their own finances and the nation’s finances in the coming year. In the new poll, 34 percent say they expect their household’s financial situation to improve over the next 12 months, better than the 27 percent saying so in October. And 38 percent think the overall economic situation in the country will improve in the coming year, up from 31 percent in October. On both measures, the share saying things would worsen dropped significantly. Still, 48 percent see stagnation ahead for themselves and 42 percent see sluggishness for the economy more broadly.

INCHING TOWARD RECOVERY

That expectation of stagnation may be because that’s what most Americans think the economy is doing now. Asked how the economy had changed in the last month, 60 percent said it stayed about the same. Nearly a quarter think it improved, while 14 percent say it’s gotten worse. Those figures are slightly rosier than in October, when 24 percent said things had worsened. But the majority saying things are staying the same has held over two years of AP-GfK polls, with one exception during the partial government shutdown in October 2013 when the share saying things got worse spiked to 45 percent.

LITTLE FAITH IN WASHINGTON TO IMPROVE THINGS

Who can turn things around? Very few think it’s Washington. Two-thirds of Americans say it’s unlikely that the newly elected Republican majority in Congress will be able to improve the economy in the next two years, and 6 in 10 say Obama won’t be able to either. Three in 10 say they don’t even trust either party to handle the economy.

But Americans don’t completely discount that Washington can help: 52 percent say the government generally did a decent job helping the country recover from the Great Recession. A scant 10 percent, however, say that Washington did a “very good” job lifting the economy out of recession.

___

The AP-GfK Poll of 1,010 adults was conducted online Dec. 4-8, using a sample drawn from GfK’s probability-based KnowledgePanel, which is designed to be representative of the U.S. population. The margin of sampling error for all respondents is plus or minus 3.4 percentage points.

Respondents were first selected randomly using phone or mail survey methods and later interviewed online. People selected for KnowledgePanel who didn’t otherwise have access to the Internet were provided access at no cost to them.

___

Online:

AP-GfK Poll: -http://www.ap-gfkpoll.com