© 2013 Social Scene Midwest

October 24–25 Iowa River Landing

Take both surveys at socialscenemidwest.com to get the FREE research

A Study of Social Media Trends in the MidwestPresented by Brand Driven Digital and Vernon Research Group

Individual Use Study | Fall 2013

Background§Two leading firms with mutual interest in exploring social media usage, specifically in the Midwest

§Industry studies are national and have very small samples from the Midwest

§In addition to individual survey, also fielding a survey looking at business/organizational usage

§ Online individual survey typically took 10-15 minutes to complete

§ Reached out through a variety of channels 

§ 1,339 total sample from ten Midwest states

§ Looking at overall top-line results of

Background

© 2013 Social Scene Midwest

Sample from 10 Midwest states, weighted equally for analysis

IllinoisIndiana

Iowa Kansas

Minnesota Missouri

NebraskaNorth DakotaSouth Dakota

Wisconsin

© 2013 Social Scene Midwest

Two-thirds females, genders weighted equally for analysis

© 2013 Social Scene Midwest

Ages 25 to 74 well-represented

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Good representation across income levels

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Employment Status — 60% employed full-time

Relationship Status — 69% married or living as married

Education Level — 68% have bachelor’s degree or

higher

Additional demographics

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Following companies is more likely to be done on LinkedIn or Twitter

© 2013 Social Scene Midwest

Many social media channels mostly about connections on a personal level

© 2013 Social Scene Midwest

Facebook and LinkedIn still dominate frequency - multiple times per day

© 2013 Social Scene Midwest

Instagram, Foursquare and Snapchat have avid users as well (multiple times per week)

© 2013 Social Scene Midwest

Connecting with family and friends is the most popular activity for social media

© 2013 Social Scene Midwest

Laptops and desktops are still the most popular tools for accessing social media – but smartphones gaining

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Evening prime time continues to see the heaviest use but people using 24 hours

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Two-thirds of social media users will engage while multi-tasking

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Midwesterners still prefer email and phone for business communications

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The overwhelming majority agree that connecting to people they know is the #1 reason for using social media

© 2013 Social Scene Midwest

Social media is strengthening relationships and broadening perspectives

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About half of social media users have multiple security concerns

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‣ Midwesterners also have "The Social Habit" with many checking social media multiple times a day

‣ Usage peaks during the work day and after work

Key Findings

© 2013 Social Scene Midwest

‣ People are using social media more for content (videos, blogs, etc.) and less for specific tasks such as checking promotions

‣ Email is still preferred for communicating with businesses – its death is greatly exaggerated!

‣ People are frequently multi-tasking while checking social media – greater need for engaging content and simplified use

Key Findings

© 2013 Social Scene Midwest

‣ People use social media mainly to connect to people they know or meet

‣ Midwesterners overall still like to connect in person - most do NOT feel that they spend too much time on social media and they do not report connecting with people more online than in person

Key Findings

© 2013 Social Scene Midwest

‣ Watch for our full report with demographic segmentations and comments from open-ended questions

‣ www.socialscenemidwest.com

More to Come

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