What do the youth do?An overview of the current data on social media & internet use

hugh stephens

when I was young, we didn’t have iPhones…

we had Snake

there’s no need to fear social media…

More than five times a day

Everyday Most days A few times a week About once a week Less often than weekly

Never0%

10%

20%

30%

40%

50%

Frequency of Internet Use%

of U

sers

Source: Yellow Social Media

14-19 20-29 30-39 40-49 50-64 65+0%

20%

40%

60%

80%

100%

Proportion who Access the Internet

Age Bracket

% o

f Use

rsminor trend: as age

Source: Yellow Social Media

Do not use social media

Frequency of SNS use

More than five times a day Everyday Most days A few times a weekOnce a Week Less than weekly Never

Source: Yellow Social Media

More than five times a day

Everyday Most days A few times a week

Once a Week Less than weekly Never0%

10%

20%

30%

40%

50%

Gender & Frequency of Use of SNS

Male Female Source: Yellow Social Media

14-19 20-29 30-39 40-49 50-64 65+0%

20%

40%

60%

80%

100%

Age and Frequency of SNS use

Never Less than weeklyOnce a Week A few times a week Most days EverydayMore than five times a day

Source: Yellow Social Media

Total Metro Regional0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Location and frequency of SNS use

Never Less than weeklyOnce a Week A few times a week Most days EverydayMore than five times a day

Source: Yellow Social Media

14-19 20-29 30-39 40-49 50-64 65+0%

10%

20%

30%

40%

50%

Age and timing of SNS use

First thing

Source: Yellow Social Media

14-19 20-29 30-39 40-49 50-64 65+0%

10%

20%

30%

40%

50%

Age and timing of SNS use

Commuting

Source: Yellow Social Media

14-19 20-29 30-39 40-49 50-64 65+0%

10%

20%

30%

40%

50%

Age and timing of SNS use

Breaks

Source: Yellow Social Media

14-19 20-29 30-39 40-49 50-64 65+0%

10%

20%

30%

40%

50%

Age and timing of SNS use

Lunchtime

Source: Yellow Social Media

14-19 20-29 30-39 40-49 50-64 65+0%

20%

40%

60%

80%

100%

Age and timing of SNS use

After work/school

Source: Yellow Social Media

14-19 20-29 30-39 40-49 50-64 65+0%

10%

20%

30%

40%

50%

Age and timing of SNS use

Last thing

Source: Yellow Social Media

14-19 20-29 30-39 40-49 50-64 65+0

10

20

30

40

50

60

70

80

Age and timing of SNS use

First thingCommutingBreaksLunchtimeAfter work/schoolLast thing

Source: Yellow Social Media

Indigenous Audiences

• Data very limited• Study forthcoming: Carlson B ‘The new

frontier’ 2013• Ryan-Harvey S, 2012: n=100 Indigenous-

owned businesses– Facebook most common (89%)– Twitter 56%– 45% linked to other Indigenous businesses or

organisations

Other key populations

• Limited empirical data• NESB/RAR generally use ++ to keep in touch

with friends/family– Familiarity with platform useful

• LGBT use for networking / support– Twitter ++ in young LGBT– Owned platforms+

Australian Accounts & Traffic• Facebook: 11.677m accts• YouTube: 11m UAVs• Blogspot: 3.2m• tumblr: 2.8m• WordPress.com: 2.65m• LinkedIn: 2.4m (NB: announced 3m in 2012)• Twitter: 2.2m (est) – (Hugh’s estimate much lower)• Instagram: 1.1m (est)• Flickr: 850,000• Pinterest: 630,000• Google+: 340,000 (est++)• MySpace: 310,000• Yelp: 220,000• Reddit: 160,000• StumbleUpon: 90,000• FourSquare: 53,000

Source: SocialMediaNews.com.au

0%

20%

40%

60%

80%

100% SNS platforms usedSource: Yellow Social Media

Source: Yellow Social Media

0%

20%

40%

60%

80%

100%SNS platforms used by gender

MaleFemale

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%SNS platforms used by visits per week

<11-23-56-1011-1920+

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%SNS platforms used by time spent per use

<2m3-5m6-10m11-15m16-30m>30m

14-19 20-29 30-39 40-49 50-64 65+0%

20%

40%

60%

80%

100%

Facebook use by age

14-19 20-29 30-39 40-49 50-64 65+0%

10%

20%

30%

40%

50%

LinkedIn use by age

14-19 20-29 30-39 40-49 50-64 65+0%

5%

10%

15%

20%

25%

Twitter use by age

14-19 20-29 30-39 40-49 50-64 65+0%

10%

20%

30%

40%

50%

Google+ use by age

What are they best for?• Facebook

– General public, non-sensitive issues• Twitter

– G2B/G2NFP and key influencer engagement– Political issues– Conferences, realtime collaboration

• LinkedIn– Recruitment, building your own ‘brand’

• Blogging– Many, many things! Hard to draw traffic

• Google+• YouTube, Vimeo

– Video content. Engagement is limited though.• Instagram

– Instantaneous / “feed” of images.• tumblr, Pinterest

– portfolios with a lot of graphical content• Owned platforms

– Using with those who do not use social media, need for anonymity

what aboutresources & staff time?

Audience

Activity

everyone starts here.it’s lonely.

What an awesomelittle family we have. woo! party!

Resources++++++

TV is so 2008.I have my own channel.

Risk of not listening and/or

being there is the greatest

Questions?Feel free to get in touch.

Hugh Stephens@hughstephens

1300 846 768 | 0431 304 464hugh@dialogueconsulting.com.au