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Social Media research - statistics & trends.TRANSCRIPT
The Social Habit IIThe Edison Research/Arbitron Internet and Multimedia Study 2011
Tom Webster - Vice President, StrategyEdison Research
© 2011 Edison Research/Arbitron Inc.
Summary Findings
• Social Media now reaches the majority of Americans 12+, with 52% having a profile on one or more social networks.
• This figure is driven largely by Facebook, which is now used by over half (51%) of Americans 12+.
• Twitter is as familiar to Americans as Facebook (with 92% and 93% familiarity, respectively); however, Twitter usage stands at 8% of Americans 12+
© 2011 Edison Research/Arbitron Inc.
Summary Findings (continued)
• Approximately 46 million Americans 12+ now check their social media sites and services several times every day.
• Much of this frequent usage is driven by mobile access. 56% of frequent social network users own smartphones, and 64% of frequent social networkers have used a mobile phone to update their status on one or more social networks.
• Location-based sites and services (such as Foursquare and Facebook Places) are familiar to 30% of Americans 12+, and used by 4% of Americans 12+.
© 2011 Edison Research/Arbitron Inc.
Summary Findings (continued)
• One in four social network users knowingly follow brands, products or services on social networks. For those who use these sites and services several times per day, this figure increases to 43%.
• Amongst those who do follow brands, products or companies on social networks, 80% indicate that Facebook is the network they use the most to connect with companies.
• Nearly a quarter of social network users indicated that Facebook is the social site or service that most influences their buying decisions. No other site or service was named by more than 1% of the sample, and 72% indicated that no one social site or service influenced their buying decisions the most.
© 2011 Edison Research/Arbitron Inc.
The Edison Research/Arbitron Internet and Multimedia Study - 2011
• 2,020 Telephone Interviews conducted in Feb 2011
• National Random Sample
• Ages 12+
• 19th Edison/Arbitron Internet and Multimedia Study
• Landline & Mobile Phone Consumers
© 2011 Edison Research/Arbitron Inc.
Nearly Nine in Ten Americans Have Internet Access% with Internet Access From Any Location
Base: Total Population 12+
201120102009200820072006200520042003200220012000
0% 25% 50% 75% 100%
55%62%
72%75%
79%81%81%
83%82%
85%84%
88%
© 2011 Edison Research/Arbitron Inc.
Six In Seven Homes With Internet Access Have Broadband
0%
25%
50%
75%
100%
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
8%13%15%
20%
28%
38%
48%
60%
68%
78%
86%84%82%76%
69%
58%
48%
37%
28%21%
Broadband Dial-Up
% Who Have Broadband vs Dial-Up Internet Access at Home
Base: Access the Internet From Home
© 2011 Edison Research/Arbitron Inc.
Do Not Have Wi-Fi at Home35%
Have Wi-FI at Home65%
“Do you have a wireless network setup (also known as a Wi-Fi Network) in your home?”
Nearly Two-Thirds of Homes with Internet Access Have a Wi-Fi Network
Base: Access the Internet From Home
© 2011 Edison Research/Arbitron Inc.
No69%
Yes31%
Smartphone Ownership Approaches One-Third of Americans 12+
Base: Total Population 12+
Smartphone Ownership
No16%
Yes84%
Mobile Phone Ownership
Social Networking Behaviors
© 2011 Edison Research/Arbitron Inc.
More Than Half of Americans 12+ Have a Profile on One or More Social Networking Sites% Who Currently Have a Personal Profile Page on Facebook, MySpace, LinkedIn or Any Other Social Networking Web Site
Base: Total Population 12+
2008 2009 2010 2011
52%48%
34%
24%
© 2011 Edison Research/Arbitron Inc.
Social Networking Sees Marked Year-Over-Year Growth Age 35-54% by Age Group Who Currently Have a Personal Profile Page on Facebook, MySpace, LinkedIn or Any Other Social Networking Web Site
Base: Total Population 12+
12-17 18-24 25-34 35-44 45-54 55-64 65+
15%
31%
45%
63%
68%
80%76%
13%
31%35%
51%
65%
77%78%
3%
10%
22%
32%
44%
64%63%
3%4%
14%17%
34%
54%57%
2008 2009 2010 2011
© 2011 Edison Research/Arbitron Inc.
Facebook Now Reaches the Majority Of Americans 12+% Who Use/Have a Profile Page on Each Listed Service
MySpace
0% 20% 40% 60%
8%
9%
17%
51%
Base: Total Population 12+
© 2011 Edison Research/Arbitron Inc.
No7%
Yes93%
More Americans 12+ Are Familiar With Facebook Than Have Access To The Internet
Base: Total Population 12+
% Familiar With Facebook
No12%
Yes88%
% With Internet Access (from any location)
© 2011 Edison Research/Arbitron Inc.
Facebook Users: Demographics
55 +12%
45 to 5414%
35 to 4419%
25 to 3422%
18 to 2419%
12 to 1714%
Women52%
Men48%
Base: Have a Personal Profile Page on Facebook
Age Sex
© 2011 Edison Research/Arbitron Inc.
Other5%
Asian3%
Hispanic15%
African-American12%
White65%
Facebook Users: Ethnic Composition
Base: Have a Personal Profile Page on Facebook
© 2011 Edison Research/Arbitron Inc.
More Than Four in Ten Americans Who are Familiar With Facebook At Least “Somewhat” Concerned About Privacy“How do you feel about the privacy of your personal information on Facebook?”
Don’t Know12%
Not At All Concerned31%
Slightly Concerned14%
Somewhat Concerned17%
Very Concerned27%
Base: Familiar with Facebook
© 2011 Edison Research/Arbitron Inc.
Awareness of Twitter Nearly Universal
0
25
50
75
100
2008 2009 2010 2011
92%87%
26%
5%
Base: Total Population 12+
% Who Have Ever Heard of Twitter
© 2011 Edison Research/Arbitron Inc.
Twitter Usage Stands At Approximately 20 Million Americans“Do you currently ever use Twitter?” (% saying “Yes”)
Base: Total Population 12+
2011
2010
2009
2008
0% 5% 10%
0%
2%
7%
8%
<1%
© 2011 Edison Research/Arbitron Inc.
Three in Ten Twitter Users Access The Service Daily“How often do you use Twitter?”
Less Than Once/Month18%
At Least Once/Month28%
At Least Once/Week9%
A Few Times/Week14%
Nearly Every Day13%
Several times/day18%
Base: Have Ever Used Twitter
© 2011 Edison Research/Arbitron Inc.
Monthly Twitter Users: Demographics
55 +7%
45 to 5411%
35 to 4420%
25 to 3428%
18 to 2421%
12 to 1713%
Women54%
Men46%
Base: Monthly Twitter Users
Age Sex
© 2011 Edison Research/Arbitron Inc.
Other5%
Asian3%
Hispanic15%
African-American22%
White55%
Monthly Twitter Users: Ethnic Composition
Base: Monthly Twitter Users
© 2011 Edison Research/Arbitron Inc.
Twitter Users Appear To Be Growing More Engaged
No53%
Yes47%
Base: Monthly Twitter Users
“Do you ever post status updates to Twitter?”
2010
No30%
Yes70%
2011
© 2011 Edison Research/Arbitron Inc.
% by Age Group Who Currently Have a Personal Profile Page on Facebook/Use Twitter at Least Once per Month
12-17 18-24 25-34 35-44 45-54 55-64 65+
1%3%4%
8%11%11%
9%
15%
30%
42%
60%
67%
80%
74% Facebook Users Monthly Twitter Users
Demographic Comparison: Facebook Vs. Twitter
The Social Habit
© 2011 Edison Research/Arbitron Inc.
One-Third of Social Networkers Use Social Sites/Services Several Times Per Day“How often do you use social networking Web sites or services?”
Few Times/Month or Less18% At Least Once/Week
9%
Several Times/Week18%
Nearly Every Day23%
Several Times/Day33%
Base: Have a Personal Profile Page onSocial Networking Web Site
© 2011 Edison Research/Arbitron Inc.
Number Using Social Networking Sites “Several Times per Day” Now Approximately 46 Million Americans
Americans (in millions) who Use Social Networking Sites/Services “Several Times per Day”
2009 2010 2011
Base: Total Population 12+
18 million
39 Million46 Million
© 2011 Edison Research/Arbitron Inc.
Habitual Social Networkers Lean Young, Female
55 +6%45 to 54
8%
35 to 4418%
25 to 3427%
18 to 2425%
12 to 1716%
Women57%
Men43%
Base: Use Social Networking Sites/Services “Several Times Per Day”
Age Sex
© 2011 Edison Research/Arbitron Inc.
Other6%
Asian2%
Hispanic16%
African-American12%
White64%
Frequent Social Networkers: Ethnic Composition
Base: Use Social Networking Sites/Services “Several Times Per Day”
© 2011 Edison Research/Arbitron Inc.
12-34s Most Active Social Networkers
12-17 18-24 25-34 35-44 45-54 55-64 65+
1%3%4%
8%11%11%
9%
15%
30%
42%
60%
67%
80%
74%
2%6%
8%
19%
29%
37%
29%
Frequent Social Networkers Facebook Users Monthly Twitter Users
% by Age Group Who Use Social Networks “Several Times per Day”/Currently Have a Personal Profile Page on Facebook/Use Twitter at Least Once per Month
© 2011 Edison Research/Arbitron Inc.
Habitual Social Networkers Nearly Three Times More Likely to Use Twitter as General Population% Who Use/Have a Profile Page on Each Listed Service/Use Twitter
MySpace
0% 20% 40% 60% 80% 100%
17%
23%
45%
98%
Base: Use Social Networking Sites/Services “Several Times Per Day”
Total Population: 8%
© 2011 Edison Research/Arbitron Inc.
Frequent Social Networkers Employ Multiple Devices to Access the Wireless Internet at Home
Five or More20%
Four15%
Three20%
Two23%
One23%
“How many total devices are connected to the Wi-Fi network in your home?”
Base: Use Social Networking Sites/Services “Several Times Per Day” AND Have a Home
Wi-Fi Network
Mean: 3.5
© 2011 Edison Research/Arbitron Inc.
Frequent Social Networkers More Likely To Be “Cord-Cutters”“Think about the telephone service you use at home. What type of telephone service can you be reached on in your home?”
Only Landline6%
Both Mobile and Landline70%
Only Mobile Phone24%
Frequent Social NetworkersTotal Population 12+
Only Landline4%
Both Mobile and Landline60%
Only Mobile Phone36%
Base: Own a Mobile Phone
© 2011 Edison Research/Arbitron Inc.
Frequent Social Networkers Contribute More Content Through Status Updates
No37%Yes
63%
“Do you ever update your status on social networking sites/services?”
All Social Network Users
No15%
Yes85%
Frequent Social Networkers
© 2011 Edison Research/Arbitron Inc.
Status Updating Frequency by Platform - Online
Never7%
At Least Once/Month6%
Several Times/Month8%
At Least Once/Week10%
Several Times/Week21%
Nearly Every Day18%
Several Times/Day30%
Base: Frequent Social Networkers Who Post Status Updates to Social Networking Web Sites
“How often do you go to the social networking Web site to update your status?”
© 2011 Edison Research/Arbitron Inc.
Status Updating Frequency by Platform - Clients
Never79%
At Least Once/Month2%
At Least Once/Week4%
Several Times/Week4%
Nearly Every Day4%
Several Times/Day7%
“How often do you update your status on social networking sites with a dedicated application on your computer, that is, NOT through a Web browser?”
Base: Frequent Social Networkers Who Post Status Updates to Social Networking Web Sites
© 2011 Edison Research/Arbitron Inc.
Status Updating Frequency by Platform - Mobile Phone
Never27%
At Least Once/Month6%
Several Times/Month5%
At Least Once/Week8%
Several Times/Week15%
Nearly Every Day12%
Several Times/Day27%
“How often do you update your status on social networking sites using a mobile phone?”
Base: Frequent Social Networkers Who Post Status Updates to Social Networking Web Sites
The Mobile Networker
© 2011 Edison Research/Arbitron Inc.
Vast Majority of Frequent Social Networkers Own Mobile Phones
No9%
Yes91%
% Who Own a Mobile Phone
Base: Use Social Networking Sites/Services “Several Times Per Day”
© 2011 Edison Research/Arbitron Inc.
The Majority of Frequent Social Networkers Own Smartphones% Owning a Smartphone
No69%
Yes31%
Frequent Social NetworkersTotal Population 12+
No44%
Yes56%
© 2011 Edison Research/Arbitron Inc.
For Frequent Social Networkers, the Smartphone is Becoming “The First Screen”
Keep TV36%
Keep Smartphone64%
“Suppose from this moment on you were given the following two choices...either you could never watch television again OR you could never use your smartphone again, which would you be more willing to eliminate from your life?”
Base: Frequent Social Networkers,Own a Smartphone
© 2011 Edison Research/Arbitron Inc.
Frequent Social Networkers Are Avid Purchasers of Mobile Technology% Owning Each Device
iPod
MP3 Player (Non-Apple)
Android Phone
iPhone
BlackBerry
iPad
0% 25% 50% 75%
4%
11%
9%
13%
23%
31%
6%
18%
19%
22%
37%
56%
Frequent Social NetworkersTotal Population 12+
© 2011 Edison Research/Arbitron Inc.
Mobile Access May Be Contributing to Frequency of Social Network Usage“Do you ever access social sites/services via mobile phone?”
No57%
Yes43%
Frequent Social NetworkersAll Social Network Users
No36%
Yes64%
© 2011 Edison Research/Arbitron Inc.
For Those With the Social Habit, the Mobile Phone is a True Convergence Device% Who (Item) On a (Mobile Phone/Smartphone) Several Times per Day or More
Send/Receive Text Messages
Make/Receive Calls
Use Social Networking Sites
Browse The Internet
Listen to Music Transferred/Downloaded to Phone
Play Games
Listen to Pandora
Watch Video
Purchase an App
0 20 40 60 80 100
2%
3%
3%
6%
9%
18%
12%
70%
53%
4%
7%
8%
16%
20%
42%
47%
79%
83%
Frequent Social NetworkersAll Mobile Phone Owners 12+
Social Commerce
© 2011 Edison Research/Arbitron Inc.
Three in Ten Americans Familiar With Location-Based Services/Applications
No93%
Yes7%
Base: Total Population 12+
“Are you familiar with social networking services that allow you to post a status update and your current location, such as Foursquare, Gowalla or Facebook Places?”
2010
No70%
Yes30%
2011
© 2011 Edison Research/Arbitron Inc.
Approximately 10 Million Americans Have Posted Status Updates That Also Provided Their Location“Have you ever used such a service [as Foursquare, Gowalla or Facebook Places] to post a status update thatalso gave your location?”
No96%Yes
4%
Base: Total Population 12+
© 2011 Edison Research/Arbitron Inc.
Nearly Two in Ten Users of Location-Based Services Use Them Almost Every Time They Go Out“How often do you check into location-based services such as Foursquare, Gowalla or Facebook Places?”
Almost Never40%
Sometimes42%
Almost Every time I Go Out18%
Base: Have Ever Used an Online Service to Post a Status Update That Also Gave Location
© 2011 Edison Research/Arbitron Inc.
Frequent Social Networkers are Plugged in to Brands and Companies on Social Networks“Do you follow/friend any brands or companies on social networks?”
No75%
Yes25%
Frequent Social NetworkersAll Social Network Users
No57%
Yes43%
© 2011 Edison Research/Arbitron Inc.
Facebook the Leading Social Network forInteraction with Brands and Companies“Which social networking site or service do you use most to connect with brands?”
Other
Don’t Know
0% 25% 50% 75% 100%
6%
5%
3%
6%
80%
Base: Follow Companies/Brands on any Social Networking Site
© 2011 Edison Research/Arbitron Inc.
Facebook the Leading Social Network forInfluencing Buying Decisions “Which one social network site or service influences your buying decisions the most?”
None72%
Other4%
Facebook24%
Base: All Social Network Users
© 2011 Edison Research/Arbitron Inc.
Frequent Social Networkers are Out-Of-Home Consumers“In the last month, have you been...”
To a Fast Food/Casual Dining Restaurant
In a Convenience Store
To a Coffee Shop or Sandwich Shop
In an Office Building Lobby
In a Movie Theater Lobby
To a Health Club
At an Airport
To a Stadium/Arena
0 20 40 60 80 100
15%
19%
18%
32%
45%
49%
70%
76%
19%
23%
28%
46%
53%
60%
81%
83%
Frequent Social NetworkersTotal Population 12+
© 2011 Edison Research/Arbitron Inc.
Frequent Social Networkers Also More Likely to be Activated by Mobile Promotions“In the last month, have you used a smartphone to interact with a video display, such as to get more information, access a coupon, or play a game?”
0% 20% 40%
8%
18%Frequent Social Networkers
Total Population 12+
© 2011 Edison Research/Arbitron Inc.
Half of Frequent Social Networkers Have Listened to Pandora Internet Radio“Have you ever listened to Pandora using a desktop, notebook or tablet computer, through a cell phone, through your television or from any other source?
No76%
Yes24%
Frequent Social NetworkersTotal Population 12+
No51%
Yes49%
© 2011 Edison Research/Arbitron Inc.
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