2010iabuksocialmedia
DESCRIPTION
TRANSCRIPT
Social Media
Exclusive data for IAB UK
December 2010
1
Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.
About this surveyThe survey was run on Lightspeed Research's UK online panel in November/December2010. The results are
based on 1,000.
Highlights from the results Most people log in to social networks throughout the day, although 43% check social networks before
bed, and one in five check them when they wake up.
Holiday, wedding and birthday party photos are the most commonly viewed pictures on social
networks
28% have uploaded a picture of a meal they were eating to a social network site - this increases to
47% for 18-34 year olds
About one quarter of respondents had texted a friend or updated their Facebook status about an X-
Factor performance.
Three quarters of respondents heard about Michael Jackson's death on the news
Most respondents make complaints via a website (44%) or by phone (26%)
Those who lodged a complaint online were asked how quickly they would expect a brand to get back
to them. For all options, within a day was the most common answer.
Being professional and friendly are the two characteristics respondents most want in a brand to have
in their advertising and communications
Results Most people log in to social networks throughout the day, although 43% check social networks before
bed, and one in five check them when they wake up.
o Women are more likely than men to log in at lunchtime
o 18-34 year olds are the most likely to log in at any of the time periods we asked about
o Those in the North are most likely to login throughout the day, while those in the south are the
most likely to login at lunch time
2
Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.
50 %43 %
19 % 18 %15 % 13 %
9 %
2 %
48 % 45 %
19 %15 % 14 % 14 % 11 %
1 %
52 %
41 %
18 %21 %
17 %12 %
8 %2 %
I login regularly
through out the day
Before you go to bed
When you wake up
At lunch time
At dinner time
While I am on the go
(i.e. through my mobile)
During work At school
When do you normally login to social networking sites:
Total Male Female
Source: Lightspeed Research, UK data
55 %48 %
27 % 26 % 25 % 24 %
15 %
4 %
44 %45 %
16 % 15 %11 % 9 % 7 %
0 %
57 %
30 %
11 % 13 %10 %
3 % 5 %0 %
I login regularly
through out the day
Before you go to bed
When you wake up
At lunch time
At dinner time
While I am on the go
(i.e. through my mobile)
During work At school
When do you normally login to social networking sites:
18 – 34 35 – 54 55 – 64
Source: Lightspeed Research, UK data
3
Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.
55 %
45 %
19 %15 %
18 %14 %
10 %
2 %
47 % 45 %
18 % 18 %13 % 12 %
8 %
1 %
48 %
38 %
18 %23 %
14 % 12 % 10 %
1 %
I login regularly
through out the day
Before you go to bed
When you wake up
At lunch time
At dinner time
While I am on the go
(i.e. through my mobile)
During work At school
When do you normally login to social networking sites:
North Midlands South
Source: Lightspeed Research, UK data
4
Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.
Holiday, wedding and birthday party photos are the most commonly viewed pictures on social
networks
o Once again 18-34s are the age group most likely to have viewed each type of picture on a
social network site
o One in five 55-64 year olds haven't looked at any of these picture types on a social network
site
76 %
65 % 63 %
23 %
3 %
14 %
75 %
59 % 60 %
22 %
4 %
16 %
77 %70 %
66 %
23 %
2 %
12 %
holiday wedding birthday party christening funeral None of the above
Have you viewed pictures from the following occasions on a social networking site?
Total Male Female
Source: Lightspeed Research, UK data
82 %76 % 77 %
31 %
4 %8 %
74 %
60 % 59 %
18 %
2 %
16 %
72 %
56 %
47 %
21 %
2 %
20 %
holiday wedding birthday party christening funeral None of the above
Have you viewed pictures from the following occasions on a social networking site?
18 – 34 35 – 54 55 – 64
Source: Lightspeed Research, UK data
5
Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.
28% have uploaded a picture of a meal they were eating to a social network site - this increases to
47% for 18-34 year olds
o Men are more likely than women to have done this
28 %32 %
24 %
47 %
21 %
13 %
31 %
25 % 27 %
Total Male Female 18 – 34 35 – 54 55 – 64 North Midlands South
Proportion that have uploaded a picture of a meal they were eating onto a social network site
Source: Lightspeed Research, UK data
About one quarter of respondents had texted a friend or updated their Facebook status about an X-
Factor performance.
o Women and those aged 18-34 were slightly more likely to have done these things than men
o Those living in the South (19%) were much less likely to have updated their Facebook status
about a performance than those in the Midlands (25%) or the North (26%)
26 % 24 %
14 %9 %
5 %
51 %
22 % 22 %
13 %10 %
6 %
55 %
29 %25 %
14 %
7 %4 %
46 %
Texted a f riend about a
performance
Updated status on Facebook about a
performance
Phoned a f riend about a
performance
Sent an email about a
performance
Sent a tweet about a performance
I don’t watch X Factor
Have you ever done any of the following things whilst watching X Factor?
Total Male Female
Source: Lightspeed Research, UK data
6
Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.
38 %32 %
15 %11 % 10 %
39 %
23 % 23 %
14 %9 %
3 %
51 %
12 % 11 % 11 %4 % 2 %
70 %
Texted a f riend about a
performance
Updated status on Facebook about a
performance
Phoned a f riend about a
performance
Sent an email about a
performance
Sent a tweet about a performance
I don’t watch X Factor
Have you ever done any of the following things whilst watching X Factor?
18 – 34 35 – 54 55 – 64
Source: Lightspeed Research, UK data
Three quarters of respondents heard about Michael Jackson's death on the news
o Twitter was the least common way of hearing the news
74 %
8 % 7 % 6 % 5 % 2 %
58 %
12 % 12 % 11 %4 % 3 %
77 %
6 % 5 % 5 % 5 % 1 %
91 %
5 % 2 % 0 % 3 % 0 %
On the news Someone told you in person
On a social networking site
Via text message Other On Twitter
How did you first hear about Michael Jackson dying?
Total 18 – 34 35 – 54 55 – 64
Source: Lightspeed Research, UK data
7
Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.
Most respondents make complaints via a website (44%) or by phone (26%)
o 18-34 year olds are the least likely to use phone or post, and the most likely to use a
o One in five have never made a complaint
44 %
36 %
22 %
8 % 8 %
2 % 1 %
20 %
45 %
38 %
19 %
12 %8 %
3 %0 %
19 %
42 %
33 %
24 %
5 %8 %
1 % 1 %
20 %
Via a website On the phone Via post On a forum On a Facebook
page
On Twitter Other social networking
site
I have not made a
complaint
How do you normally make complaints about brands?
Total Male Female
Source: Lightspeed Research, UK data
44 %
30 %
16 %12 %
15 %
3 % 1 %
19 %
45 %
38 %
25 %
7 %5 %
1 % 0 %
19 %
40 % 39 %
24 %
5 % 4 % 2 % 1 %
22 %
Via a website On the phone Via post On a forum On a Facebook
page
On Twitter Other social networking
site
I have not made a
complaint
How do you normally make complaints about brands?
18 – 34 35 – 54 55 – 64
Source: Lightspeed Research, UK data
8
Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.
Those who lodged a complaint online were asked how quickly they would expect a brand to get back
to them. For all options, within a day was the most common answer, with the majority of respondents
falling in the "within a day" to "within 3 days" window.
o Respondents were more lenient with a complaint lodged on a website, with 27% saying up to
3 days was reasonable, compared to only 16% that gave this time period for a complaint on
Twitter.
o About one in five respondents would expect a response within the hour on twitter or on
Facebook.
o Only a small proportion of respondents expected responses within 10 minutes
o Gender and age results are consistent with the overall
3 %
10 %
50 %
27 %
7 %2 %
6 %
19 %
42 %
16 %
8 % 9 %5 %
14 %
43 %
21 %
9 % 8 %6 %
17 %
42 %
18 %
9 % 9 %
Within 10 minutes Within an hour Within a day Within 3 days Within a week Within 28 days
How quickly would you expect a brand to get back to you? (those who lodged a complaint
online)
Website Twitter Forum Facebook
Source: Lightspeed Research, UK dataBase: Those who lodged a complaint online
9
Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.
Being professional and friendly are the two most important characteristics for a brand to have
37 %
33 %
26 %
26 %
23 %
17 %
16 %
16 %
15 %
13 %
12 %
10 %
9 %
7 %
3 %
2 %
1 %
1 %
6 %
Professional
Friendly
Creative
Respectful
Innovative
Entertaining
Clever
Cheap
Human
Generous
Funny
Cutting-edge
Cool
Adventurous
Mysterious
Brave
Chatty
Boring
None of the above
Characteristics consumers would like brands to have in their advertising and
communications
Source: Lightspeed Research, UK data
Continued over
10
Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.
Friendly is more important to women than men
Innovative and cool are more important to men than women
36 %
28 %
26 %
24 %
25 %
15 %
15 %
16 %
14 %
11 %
13 %
11 %
11 %
8 %
3 %
2 %
1 %
0 %
5 %
37 %
38 %
26 %
28 %
20 %
18 %
17 %
17 %
15 %
15 %
10 %
8 %
6 %
6 %
3 %
2 %
1 %
1 %
7 %
Professional
Friendly
Creative
Respectful
Innovative
Entertaining
Clever
Cheap
Human
Generous
Funny
Cutting-edge
Cool
Adventurous
Mysterious
Brave
Chatty
Boring
None of the above
Characteristics consumers would like brands to have in their advertising and
communications
Male Female
Source: Lightspeed Research, UK data
Continued over
11
Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.
The importance of professional, respectful and human communications increases with age
Innovative, cheap, cool and cutting edge are most important to 18-34s
29 %
30 %
28 %
21 %
26 %
15 %
18 %
20 %
12 %
12 %
12 %
13 %
14 %
8 %
4 %
4 %
1 %
1 %
5 %
38 %
34 %
27 %
27 %
22 %
18 %
17 %
14 %
15 %
13 %
11 %
9 %
8 %
6 %
3 %
1 %
1 %
0 %
6 %
45 %
35 %
22 %
32 %
21 %
19 %
13 %
15 %
20 %
14 %
12 %
6 %
2 %
7 %
2 %
0 %
1 %
1 %
6 %
Professional
Friendly
Creative
Respectful
Innovative
Entertaining
Clever
Cheap
Human
Generous
Funny
Cutting-edge
Cool
Adventurous
Mysterious
Brave
Chatty
Boring
None of the above
Characteristics consumers would like brands to have in their advertising and
communications
18 – 34 35 – 54 55 – 64
Source: Lightspeed Research, UK data
For more information please contact:
Ralph Risk, Marketing Director, EMEA
T: +44 (0)207 896 1950 | M: +44 (0)787 650 7689| F: +44 (0)207 896 1901
[email protected] | www.lightspeedresearch.com
12
Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.