state of social media: 2011 mary madden, senior research specialist presented to: u.s. state...
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State of Social Media: 2011
Mary Madden, Senior Research Specialist
Presented to:U.S. State Department's Bureau of Educational and Cultural Affairs
National Programmer’s WorkshopDecember 14, 2011
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About Pew Internet• Part of the Pew Research Center, a
non-partisan “fact tank” in Washington, DC
• Studies how people use digital technologies
• Does not promote specific technologies or make policy recommendations
• Research is primarily based on nationally representative telephone surveys of adults
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Who posts all of those cat photos?
• 74% of adults are now online, compared with 74% in 2009.• 56% use the internet on a typical day.• Broadband adoption has slowed – 6 in 10 adults have
broadband at home.• Most who don’t have broadband at home don’t use the
internet at all.
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•
Internet adoption over time by teens & adults % within each age group who go online
95%94%
87%
74%
41%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Nov 04 Nov 06 Nov 07 Feb 08 Sept 09 July 11
12-17
18-29
30-49
50-64
65+
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Home broadband adoption stable since 2009
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Cell phone usage by different agesBased on adult cell owners
18-29 (n=321)
30-49 (n=535)
50-64 (n=572)
65+ (n=430)
Send or receive text messages 95% 85% 58% 24%
Take a picture 91 81 60 37
Access the internet 64 54 26 10
Send a photo or video to someone 72 65 40 16
Send or receive email 51 46 26 10
Download an app 49 37 17 7
Play a game 53 44 18 7
Play music 58 39 16 4
Record a video 53 42 19 3
Access a social networking site 50 36 13 2
Watch a video 44 32 10 3
Post a photo or video online 37 26 9 5
Check your bank balance or do any online banking
29 22 10 6
Participate in a video call or video chat
14 5 2 2
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Smartphone ownership is an inflection point
• 35% of US adults own a smartphone
• One in four smartphone owners say they mostly go online using their phone.
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Social networking site use by age group, 2005-2011
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SNS use on a typical day by age group, 2005-2011
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Twitter use by age% of internet users within each group
13% of all online adults use Twitter
Half of Twitter users access the service on a cell phone
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Teen social network & Twitter use Based on teen internet users
55%60%
65%73%
80%
8%16%
0%
20%
40%
60%
80%
100%
Nov 2006 Nov 2007 Feb 2008 Sept 2009 July 2011
Use online social networking sites Use Twitter
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Motivations for social networking use
• For adults ages 50+ staying in touch with family is the #1 reason they use SNS
• For adults under age 50, staying in touch with friends is more important
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You’re my special 229th friend…
• The average adult Facebook user in our sample had 229 friends from the following groups:
– 22% were people from high school – 12% extended family – 10% coworkers – 9% college friends – 8% immediate family – 7% people from voluntary groups – 2% neighbors
• Over 31% did not fit these categories (includes some friends-of-friends and other “dormant” ties that may later become active).
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How groups use new digital communications toolsThese data cover people in different age cohorts who are active in groups. The percentages of each age cohort whose groups …
TotalAges 18-29
Ages 30-49
Ages 50-64
Ages 65+
Have a page on a social networking site like Facebook 48% 68% 55% 42% 20%
Organize group activities with members via text messaging
42% 56% 48% 38% 24%
Have their own blog 30% 39% 34% 28% 15%
Communicate with members through Twitter 16% 24% 16% 14% 8%
Source: Pew Research Center's Internet & American Life Project, November 23-December 21, 2010 Social Side of the Internet Survey. N=2,303 adults 18 and older, including 748 reached via cell phone. N for those active in groups=1,833.
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Thank you!
Mary MaddenPhone: 202-419-4515Email: [email protected]: @mary_madden
Website: www.pewinternet.org