experian simmons 2010 social networking report

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2010 Social Networking Report

June 10, 2010



2 © 2010 Experian Information Solutions, Inc. All rights reserved.

2010 Social Networking ReportExperian Simmons

Forward thinking marketers leverage the power of social networking sites like Facebook,MySpace, Twitter and more to connect to consumers in a more personal and meaningfulway. That's why Experian Simmons is focusing on social networking in this issue ofConsumer Insights, featuring the freshest insights available from the latest Simmons NewMedia Study.

The 2010 Social Networking Report provides the hard data behind this consumerrevolution, including the fact that fully 66% of online Americans use social networkingsites today, up from just 20% in 2007. Social networking is an increasingly addictive

activity, with nearly half of those who access such sites (43%) reporting that they visitthem multiple times per day. While users of social networking sites may have initiallysigned up to better keep in touch with friends, a growing number say they now use siteslike Facebook to connect with family members. An astounding 70% of social networkerskeep in touch with family via their various online networks, up from 61% a year ago.




Social Networking continues to growVisited a social networking site in the last 30 days

20%

53%

66%

88%82%

38%

69%

52%

16%

41%

27%

7%

Fall 2007 Fall 2008 Fall 2009

All adults

Age 18-34

Age 35-49

Age 50+

Fully two-thirds of all online adults today have visited a social networking site in the last 30days, up from 53% in 2008 and 20% in 2007. Social networks have most thoroughlypenetrated the young adult market, as nearly 9-in-10 online 18-to 34-year-olds visit suchsites today. But even older Americans are tapping into social networks, with 41% of online

adults age 50 and older making monthly visits to sites like Facebook, MySpace and Twitter.

Base: online adultsSimmons New Media Study, Fall 2009, Fall 2008, Fall 2007.




Social Networking synonymous with FacebookOnline adults who visited facebook.com last 30 days

50%

40%

30%

20%

10%

1 / 0 7 / 0 8

3 / 3 1 / 0 8

6 / 2 3 / 0 8

9 / 1 5 / 0 8

1 2 / 0 8 / 0 8

3 / 0 2 / 0 9

5 / 2 5 / 0 9

8 / 1 7 / 0 9

1 1 / 0 9 / 0 9

2 / 0 1 / 1 0

4 / 2 6 / 1 0

The rise of social networking tracks closely with that of Facebook. As of April 26, 2010, 46%of the U.S. online adult population reported having visited Facebook in the past 30 days.

Base: online adultsSimmons DataStream; 4 week-moving estimate




Social Networking driversWhy do you use social networking sites?

5%

6%

9%

9%

19%

25%

29%

29%

32%

39%

68%

70%

73%

88%Keep in touch with friends

For fun

Keep in touch with family

reconnect with people

Express myself and views

Meet new friends

Communicate with like-minded people

Find information relevant to me

Get recommendations

Keep in touch with professional contacts

For political reasons

Make new professional contacts

For professional development

It's part of my job

While keeping in touch with others is an important part of social networking, the popularityof games like Farmville and Mafia Wars illustrate that fun is a big part of the appeal ofsocial networking.

Base: Visit social network last 30 daysSimmons New Media Study, Fall 2009




Social Networking addictionHow frequently do you use social networking sites?

43%

17%

10%12%

10%8%

34%

19%

13%13%10%11%

MULTIPLE TIMES

A DAY

ONCE A DAY4-6 TIMES PER

WEEK

1-3 TIMES PER

WEEK

2-3 TIMES PER

MONTH

ONCE A MONTH

OR LESS

Fall 2009

Fall 2008

Whether it’s keeping in touch with others, playing games, debating politics or any of theother reasons people use social networking sites, it cannot be denied that there’s a senseof addictiveness to it all. Visiting social networking sites multiple times a day is up 28%over last year, while less frequent visits are down across the board.

Base: Visit social network last 30 daysSimmons New Media Study, Fall 2009, Fall 2008




Use of Social Networking to communicate with othersWith whom do you communicate via social networking?

9%

24%28%

15%

35%

63%

18%17%

29%

39%

22%

39%

69%

20%

PARENTS SIGNIFICANT

OTHER

SIBLINGS CHILDREN EXTENDED

FAMILY

FRIENDS COLLEAGUES

Fall 2008

Fall 2009

As social networking sites extend their reach across generations, Americans areincreasingly using such sites to connect with more than just their friends. Today, 17% ofsocial networkers communicate with their parents via those sites and 22% connect withtheir kids, up from 9% and 15%, respectively, a year ago.

Base = Social network users; Communication with each group based on respondents who communicate with each group in some way.Simmons New Media Study, Fall 2009.




32%

68%

Social Networking fanaticsHave you ever become a fan?

An astounding two-thirds of social networking site visitors (68%) say they haveshown their support of a product, service, company or musical group bybecoming a “fan” or a “friend” on a social networking site. One year earlier, only

57% of social networkers had publicly declared their “like” for a product, service,company or musical group.

Base = Social network usersSimmons New Media Study, Fall 2009.

YES

NO




Identify brand preferences by siteVisitors to Facebook, Twitter, MySpace.com last 30 days

Forever 21 (183)

Hot Topic (201)

H&M (202)

MySpace.comFacebook.com

LG (115)

iPhone (208)

Blackberry (292)

Top Indexing Restaurants

P.F. Chang’s China Bistro (178)

The Cheesecake Factory (182)

Romano’s Macaroni Grill (196)

Jamba Juice (218)

Chuck E. Cheese’s (220)

Donatos Pizza (237)

LinkedIn.com (280)

eHarmony.com (300)

Twitter.com (306)

Twitter.com (430)

UFC.com (463)

eHarmony.com (478)

Base: All U.S. AdultsSimmons National Consumer Study, Winter 2010 six-month

Twitter.com

Papa John’s (298)

Fuddrucker’s (304)

Jamba Juice (377)

TripAdvisor.com (742)

MovieFone.com (893)

Shopping.com (911)

American Apparel (181)GameStop (321)

Forever 21 (325)

Nordstrom (366)

Victoria’s Secret (259)Anchor Blue (251)

Foot Locker (273)

Hot Topic (316)

GameStop (242)

LG (129)

Blackberry (173)

iPhone (215)

LG (133)

Samsung (138)

iPhone (155)

Top Indexing Mobile Phones

Top Indexing Retail Brands

Top Indexing Web sites




Locating Heavy Social NetworkersTop media markets for finding social networkers

Heavy users of social networking sites are primarily concentrated in the Northwestand markets that are heavily influenced by major colleges or universities.

*Heavy social networkersdefined as visit Facebook orMyspace 6+ times per monthBase: Total U.S. popSource: SimmonsLOCAL, Fall2009




Thank You!

For more information, please email [email protected] call 212.749.3162

mailto:[email protected]

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experian simmons 2010 social networking report

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