tom webster turks & caicos presentation
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Tom webster turks & caicos presentationTRANSCRIPT
The Social Habit 2014 (and what you can do about it)
Tom Webster – Vice President, Strategy
(@webby2001)
© 2014 Edison Research and Triton Digital
Methodology Overview
• In January/February 2014, Edison Research conducted a national telephone survey of 2,023 people aged 12 and older, using random digit dialing techniques.
• Survey offered in both English and Spanish languages.
• Both landlines and cell phones were called.
• Data weighted to national 12+ population figures.
• This is the 22nd study in the series dating to 1998.
• These studies provide estimates of digital platforms and their impact on the media landscape based on self-reported consumer behaviors and attitudes.
© 2014 Edison Research and Triton Digital
How Often Do You Use Social Networking Websites or Services?
29
47
47
38
29
23
15
9
17
23
21
22
18
12
17
9
14
15
13
12
13
17
16
12
4
5
4
3
5
5
4
4
4
2
4
3
5
4
6
3
30
8
10
21
27
37
38
59
2
1
1
3
2
4
4
All Respondents
Age 12-17
Age 18-24
Age 25-34
Age 35-44
Age 45-54
Age 55-64
Age 65+
Several times a day Nearly every day At least once a week At least once per month Less than once per month Never Don't Know
© 2014 Edison Research and Triton Digital
% Age 12+ Aware of…
Facebook, Twitter Lead in Awareness
93
92
77
71
56
53
50
46
41
36
Facebook Twitter
MySpace Instagram
Google+ Snapchat Pinterest LinkedIn
Tumblr Vine
© 2014 Edison Research and Triton Digital
% Age 12+ Using Each Social Networking Site/Service
Instagram Now Tied For Second in Usage
Ever use Vine
Have personal profile on MySpace
Have personal profile on LinkedIn
Have personal profile on Google+
Ever use Twitter
Have personal account on Instagram
Have Pinboard on Pinterest
Have personal account on Tumblr
Ever use Snapchat
Have personal profile on Facebook 58
17
12
12
15
3
10
14
4
58
19
19
17
16
13
13
10
9
6
2013 2014 N/A
Visual content is crucial.
But “visual” is only part of the story.
© 2014 Edison Research and Triton Digital
61
83
Persons 12+ Frequent Social Networkers
% Who Own a Smartphone
Vast Majority of Frequent Social Media Users Own Smartphones
© 2014 Edison Research and Triton Digital
“How often is your cell phone with you or nearby?”
Frequent Social Media Users Nearly Always Have their Mobile Device Within Arm’s Reach
Always 53% Most of the
time 30%
Sometimes 12%
Rarely 2%
Almost never 3%
Base: Own Cell Phone or Smartphone; Age 12+
Always 68%
Most of the time 24%
Sometimes 5%
Rarely 2%
Almost never 1%
Persons 12+ Frequent Social Networkers
© 2014 Edison Research and Triton Digital
% Age 12+ With a Facebook Profile Accessing Service on a…
Over Two-Thirds of Facebook Users Access the Service via Mobile Phone
79
68
38
Desktop or laptop computer
Cell phone
Tablet
© 2014 Edison Research and Triton Digital
% Age 12+ With a Facebook Profile Accessing Service Most…
While Desktop Users Outnumber Mobile Users, Desktop Usage Lags Behind Mobile Usage
On a desktop or laptop computer
40%
On a cell phone 48%
On a tablet 9%
Don't Know 3%
Mobile is about capturing experiences.
© 2014 Edison Research and Triton Digital
79
3
62
33
80
15
46
35
72
27 24 26
61
26
15 18
51
25
7 12
48
23
4 6
31
9 1 2
0
20
40
60
80
100
Facebook LinkedIn Instagram Google+
Age 12-17 Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65+
% By Age Group Using Each Social Networking Site/Service
Social Platform Usage by Age
(Page 1 of 3)
© 2014 Edison Research and Triton Digital
“In the last 24 hours, approximately how many times did you check your Facebook account?”
Most Facebook Users Visit the Service Multiple Times Per Day
Base: Have a Profile on Facebook, Expressing an Opinion
Persons 12+
Mean: 5.6 None 24% Once
22%
Twice 13%
3 to 4 times 14%
5 to 10 times 16%
11 or more times 11%
None 24%
Once 20%
Twice 9%
3 to 4 times 16% 5 to 10
times 13%
11 or more times 18%
Persons 12-17
Mean: 8.2
© 2014 Edison Research and Triton Digital
Better 26%
Worse 36%
About the same* 38%
“Would you say Facebook has been getting better or getting worse lately?”
More Facebook Users Believe the Service is Getting Worse Lately than Improving
Better 33%
Worse 37%
About the same* 30%
Base: Have a Facebook Profile; Expressing an Opinion
*volunteered response
Persons 12+ Persons 12-17
© 2014 Edison Research and Triton Digital
Average Number of Facebook Friends by Age Group
Young Facebook Users Have Lots of Friends
Base: Have a Profile on Facebook
350
521
649
360 277
221
129 103
P12+ 12-17 18-24 25-34 35-44 45-54 55-64 65+
No one is leaving Facebook in “droves”
However…
© 2014 Edison Research and Triton Digital
Better 26%
Worse 36%
About the same* 38%
“Would you say Facebook has been getting better or getting worse lately?”
More Facebook Users Believe the Service is Getting Worse Lately than Improving
Better 33%
Worse 37%
About the same* 30%
Base: Have a Facebook Profile; Expressing an Opinion
*volunteered response
Persons 12+ Persons 12-17
© 2014 Edison Research and Triton Digital
“How much company, brand or product-related content do you see in your Facebook news feed now compared to one year ago?”
Facebook Users Perceive Much More Branded Content Today Than Last Year
A lot more now 43%
A little more 19%
About the same amount
18%
A little less 5%
A lot less now 3%
Don't Know 12%
Base: Have a Profile on Facebook; Age 12+
© 2014 Edison Research and Triton Digital
“Do you follow any companies or brands on any social networking sites such as Facebook or Twitter?”
Over One-Third of Social Media Users Follow Brands
Yes 36%
No 64%
Base: Have Profile on Social Network or Service; Age 12+
© 2014 Edison Research and Triton Digital
“Which one social networking site or service do you use most to connect with brands or products?”
Facebook Remains the Top Platform for Following Brands
76
10
4
1
1
Base: Follow Companies or Brands on Any Social Networking Sites; Age 12+
This is my data.
© 2014 Edison Research and Triton Digital
How Often Do You Use Social Networking Websites or Services?
29
47
47
38
29
23
15
9
17
23
21
22
18
12
17
9
14
15
13
12
13
17
16
12
4
5
4
3
5
5
4
4
4
2
4
3
5
4
6
3
30
8
10
21
27
37
38
59
2
1
1
3
2
4
4
All Respondents
Age 12-17
Age 18-24
Age 25-34
Age 35-44
Age 45-54
Age 55-64
Age 65+
Several times a day Nearly every day At least once a week At least once per month Less than once per month Never Don't Know
This is your data.
+
= +
+
= +
You need your data.
1. Find your low hanging fruit.
2. Mine social data
VS.
3. Ask Me.
BAD.
BETTER.
BEST.
Your goal is not to find out what sets you apart.
Your goal is to find out what sets them apart.
© 2014 Edison Research and Triton Digital
U NEED TO HAZ MORE TIME?
Free Time: U Can Haz?
1. U HAZ ALL THE TIME YOU NEED 2. U HAZ TOO MUCH TIME—EVERYTHING GET DONE TWICE 3. U DON’T HAZ TIME ENUF
© 2014 Edison Research and Triton Digital
FREE TIME YOU THINK YOU CAN HAZ
Free Time: U Can Haz?
95%
4% 1%
U NEED MORE TIME CONTENTED LIAR THERE'S ALWAYS ONE
