Internet Market Research on Social Media

8/6/2019 Internet Market Research on Social Media

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The Social Habit IIThe Edison Research/Arbitron Internet and Multimedia Study 2011

Tom Webster - Vice President, Strategy

Edison Research


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2011 Edison Research/Arbitron Inc.

Summary Findings

Social Media now reaches the majority of Americans 12+, with 52% having a

profile on one or more social networks.

This figure is driven largely by Facebook, which is now used by over half

(51%) of Americans 12+.

Twitter is as familiar to Americans as Facebook (with 92% and 93%

familiarity, respectively); however, Twitter usage stands at 8% of Americans

12+


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Summary Findings (continued)

Approximately 46 million Americans 12+ now check their social media sites

and services several times every day.

Much of this frequent usage is driven by mobile access. 56% of frequent

social network users own smartphones, and 64% of frequent socialnetworkers have used a mobile phone to update their status on one or more

social networks.

Location-based sites and services (such as Foursquare and Facebook

Places) are familiar to 30% of Americans 12+, and used by 4% of Americans

12+.


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Summary Findings (continued)

One in four social network users knowingly follow brands, products or

services on social networks. For those who use these sites and services

several times per day, this figure increases to 43%.

Amongst those who do follow brands, products or companies on socialnetworks, 80% indicate that Facebook is the network they use the most to

connect with companies.

Nearly a quarter of social network users indicated that Facebook is the social

site or service that most influences their buying decisions. No other site or

service was named by more than 1% of the sample, and 72% indicated that

no one social site or service influenced their buying decisions the most.


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The Edison Research/Arbitron

Internet and Multimedia Study - 2011

2,020 Telephone Interviews conducted in Feb 2011

National Random Sample

Ages 12+

19th Edison/Arbitron Internet and Multimedia Study

Landline & Mobile Phone Consumers


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Nearly Nine in Ten Americans Have Internet Access

% with Internet Access From Any Location

Base: Total Population 12+

2011

2010

2009

2008

2007

2006

2005

2004

2003

20022001

2000

0% 25% 50% 75% 100%

55%

62%72%

75%

79%

81%

81%

83%82%

85%

84%

88%


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Six In Seven Homes With Internet

Access Have Broadband

0%

25%

50%

75%

100%

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

8%13%15%

20%

28%

38%

48%

60%68%

78%

86%84%82%

76%

69%

58%

48%

37%

28%

21%

Broadband Dial-Up

% Who Have Broadband vs Dial-Up Internet Access at Home

Base: Access the Internet From Home



Do Not Have Wi-Fi at Home

35%

Have Wi-FI at Home

65%

Do you have a wireless network setup (also known as a Wi-Fi Network) in your home?

Nearly Two-Thirds of Homes with

Internet Access Have a Wi-Fi Network

Base: Access the Internet From Home



No

69%

Yes

31%

Smartphone Ownership Approaches

One-Third of Americans 12+


Smartphone Ownership

No

16%

Yes

84%

Mobile Phone Ownership


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Social Networking

Behaviors



More Than Half of Americans 12+ Have a Profile on

One or More Social Networking Sites

% Who Currently Have a Personal Profile Page on Facebook, MySpace,

LinkedIn or Any Other Social Networking Web Site


2008 2009 2010 2011

52%48%

34%

24%



Social Networking Sees Marked

Year-Over-Year Growth Age 35-54

% by Age Group Who Currently Have a Personal Profile Page on

Facebook, MySpace, LinkedIn or Any Other Social Networking Web Site


12-17 18-24 25-34 35-44 45-54 55-64 65+

15%

31%

45%

63%

68%

80%

76%

13%

31%

35%

51%

65%

77%78%

3%

10%

22%

32%

44%

64%63%

3%4%

14%

17%

34%

54%

57%

2008 2009 2010 2011



Facebook Now Reaches the

Majority Of Americans 12+

% Who Use/Have a Profile Page on Each Listed Service

Facebook

MySpace

LinkedIn

Twitter

0% 20% 40% 60%

8%

9%

17%

51%




No

7%

Yes

93%

More Americans 12+ Are Familiar With Facebook

Than Have Access To The Internet


% Familiar With Facebook

No

12%

Yes88%

% With Internet Access (from any location)



Facebook Users: Demographics

55 +

12%

45 to 54

14%

35 to 44

19%25 to 34

22%

18 to 24

19%

12 to 17

14%

Women

52%

Men

48%

Base: Have a Personal Profile Page onFacebook

Age Sex



Other

5%

Asian

3%

Hispanic

15%

African-American

12%

White

65%

Facebook Users: Ethnic Composition

Base: Have a Personal Profile Page onFacebook


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More Than Four in Ten Americans Who are Familiar With

Facebook At Least Somewhat Concerned About Privacy

How do you feel about the privacy of your personal information on Facebook?

Dont Know

12%

Not At All Concerned

31%

Slightly Concerned

14%

Somewhat Concerned

17%

Very Concerned

27%

Base: Familiar with Facebook


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Awareness of Twitter Nearly Universal

0

25

50

75

100

2008 2009 2010 2011

92%87%

26%

5%


% Who Have Ever Heard of Twitter


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Twitter Usage Stands At Approximately

20 Million Americans

Do you currently ever use Twitter? (% saying Yes)


2011

2010

2009

2008

0% 5% 10%

0%

2%

7%

8%


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Three in Ten Twitter Users Access The Service Daily

How often do you use Twitter?

Less Than Once/Month

18%

At Least Once/Month

28%

At Least Once/Week

9%

A Few Times/Week14%

Nearly Every Day13%

Several times/day

18%

Base: Have Ever Used Twitter


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Monthly Twitter Users: Demographics

55 +

7%45 to 54

11%

35 to 44

20%

25 to 34

28%

18 to 24

21%

12 to 17

13%

Women

54%

Men

46%

Base: Monthly Twitter Users

Age Sex


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Other

5%

Asian

3%

Hispanic

15%

African-American22%

White

55%

Monthly Twitter Users: Ethnic Composition



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Twitter Users Appear To Be Growing More Engaged

No

53%

Yes

47%


Do you ever post status updates to Twitter?

2010

No

30%

Yes

70%

2011


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% by Age Group Who Currently Have a Personal Profile Page on Facebook/Use Twitter at Least Once per Month

12-17 18-24 25-34 35-44 45-54 55-64 65+

1%3%4%

8%11%11%

9%

15%

30%

42%

60%

67%

80%

74%Facebook Users Monthly Twitter Users

Demographic Comparison: Facebook Vs. Twitter


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The Social Habit


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One-Third of Social Networkers Use

Social Sites/Services Several Times Per DayHow often do you use social networking Web sites or services?

Few Times/Month or Less

18%At Least Once/Week

9%

Several Times/Week

18%

Nearly Every Day

23%

Several Times/Day

33%

Base: Have a Personal Profile Page onSocial Networking Web Site


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Number Using Social Networking Sites Several Times per

Day Now Approximately 46 Million Americans

Americans (in millions) who Use Social Networking Sites/Services Several Times per Day

2009 2010 2011


18 million

39 Million46 Million


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Habitual Social Networkers Lean Young, Female

55 +

6%45 to 54

8%

35 to 44

18%

25 to 34

27%

18 to 24

25%

12 to 17

16%

Women

57%

Men

43%

Base: Use Social Networking Sites/ServicesSeveral Times Per Day

Age Sex


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Other

6%

Asian

2%

Hispanic

16%

African-American

12%

White

64%

Frequent Social Networkers: Ethnic Composition



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12-34s Most Active Social Networkers

12-17 18-24 25-34 35-44 45-54 55-64 65+

1%3%4%

8%11%11%

9%15%

30%

42%

60%

67%

80%

74%

2%

6%8%

19%

29%

37%

29%

Frequent Social Networkers Facebook Users Monthly Twitter Users

% by Age Group Who Use Social Networks Several Times per Day/Currently Have a Personal Profile Page on Facebook/

Use Twitter at Least Once per Month


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Habitual Social Networkers Nearly Three Times

More Likely to Use Twitter as General Population

% Who Use/Have a Profile Page on Each Listed Service/Use Twitter

Facebook

MySpace

Twitter

LinkedIn

0% 20% 40% 60% 80% 100%

17%

23%

45%

98%


Total Population:

8%


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Frequent Social Networkers Employ Multiple

Devices to Access the Wireless Internet at Home

Five or More

20%

Four

15%

Three

20%

Two

23%

One

23%

How many total devices are connected to the Wi-Fi network in your home?

Base: Use Social Networking Sites/Services

Several Times Per Day AND Have a HomeWi-Fi Network

Mean: 3.5


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Frequent Social Networkers More

Likely To Be Cord-Cutters

Think about the telephone service you use at home. What type of telephone service can you be reached on in your home?

Only Landline6%

Both Mobile and Landline70%

Only Mobile Phone24%

Frequent Social NetworkersTotal Population 12+

Only Landline4%

Both Mobile and Landline60%

Only Mobile Phone36%

Base: Own a Mobile Phone


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Frequent Social Networkers Contribute

More Content Through Status Updates

No

37%Yes

63%

Do you ever update your status on social networking sites/services?

All Social Network Users

No

15%Yes

85%

Frequent Social Networkers


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Status Updating Frequency by Platform - Online

Never

7%

At Least Once/Month

6%

Several Times/Month

8%

At Least Once/Week

10%

Several Times/Week

21%

Nearly Every Day

18%

Several Times/Day

30%

Base: Frequent Social Networkers Who PostStatus Updates to Social Networking Web Sites

How often do you go to the social networking Web site to update your status?


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Status Updating Frequency by Platform - Clients

Never

79%

At Least Once/Month

2%

At Least Once/Week

4%

Several Times/Week

4%

Nearly Every Day

4%

Several Times/Day

7%

How often do you update your status on social networking sites with a dedicated application on your computer, that is,

NOT through a Web browser?



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Status Updating Frequency by Platform - Mobile Phone

Never

27%

At Least Once/Month

6%

Several Times/Month

5%

At Least Once/Week

8%

Several Times/Week

15%

Nearly Every Day

12%

Several Times/Day

27%

How often do you update your status on social networking sites using a mobile phone?



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The Mobile Networker


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Vast Majority of Frequent Social

Networkers Own Mobile Phones

No

9%

Yes91%

% Who Own a Mobile Phone



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The Majority of Frequent Social

Networkers Own Smartphones

% Owning a Smartphone

No

69%

Yes

31%


No44%

Yes56%


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For Frequent Social Networkers, the Smartphone is

Becoming The First Screen

Keep TV36%

Keep Smartphone

64%

Suppose from this moment on you were given the following two choices...either you could never watch television again OR

you could never use your smartphone again, which would you be more willing to eliminate from your life?

Base: Frequent Social Networkers,Own a Smartphone


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Frequent Social Networkers Are Avid

Purchasers of Mobile Technology

% Owning Each Device

iPod

MP3 Player (Non-Apple)

Android Phone

iPhone

BlackBerry

iPad

0% 25% 50% 75%

4%

11%

9%

13%

23%

31%

6%

18%

19%

22%

37%

56%



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Mobile Access May Be Contributing to

Frequency of Social Network Usage

Do you ever access social sites/services via mobile phone?

No

57%

Yes

43%

Frequent Social NetworkersAll Social Network Users

No

36%

Yes

64%


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For Those With the Social Habit, the

Mobile Phone is a True Convergence Device

% Who (Item) On a (Mobile Phone/Smartphone) Several Times per Day or More

Send/Receive Text Messages

Make/Receive Calls

Use Social Networking Sites

Browse The Internet

Listen to Music Transferred/Downloaded to Phone

Play Games

Listen to Pandora

Watch Video

Purchase an App

0 20 40 60 80 100

2%

3%

3%

6%

9%

18%

12%

70%

53%

4%

7%

8%

16%

20%

42%

47%

79%

83%


All Mobile Phone Owners 12+


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Social Commerce


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Three in Ten Americans Familiar With

Location-Based Services/Applications

No

93%

Yes

7%


Are you familiar with social networking services that allow you to post a status update and your current location, such as

Foursquare, Gowalla or Facebook Places?

2010

No

70%

Yes30%

2011

A i l 10 Milli A i H P d


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Approximately 10 Million Americans Have Posted

Status Updates That Also Provided Their Location

Have you ever usedsuch a service [as Foursquare, Gowalla or Facebook Places] to post a status update that

also gave your location?

No

96%Yes

4%


N l T i T U f L i B d S i


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Nearly Two in Ten Users of Location-Based Services

Use Them Almost Every Time They Go Out

How often do you check into location-based services such as Foursquare, Gowalla or Facebook Places?

Almost Never

40%

Sometimes

42%

Almost Every time I Go Out

18%

Base: Have Ever Used an Online Service to Posta Status Update That Also Gave Location

F t S i l N t k Pl d i t


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Frequent Social Networkers are Plugged in to

Brands and Companies on Social Networks

Do you follow/friend any brands or companies on social networks?

No

75%

Yes

25%

Frequent Social NetworkersAll Social Network Users

No

57%

Yes

43%

F b k th L di S i l N t k f


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Facebook the Leading Social Network for

Interaction with Brands and Companies

Which social networking site or service do you use most to connect with brands?

Facebook

Twitter

LinkedIn

Other

Dont Know

0% 25% 50% 75% 100%

6%

5%

3%

6%

80%

Base: Follow Companies/Brands on any SocialNetworking Site

F b k th L di S i l N t k f


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Facebook the Leading Social Network for

Influencing Buying Decisions

Which one social network site or service influences your buying decisions the most?

None

72%

Other

4%

Facebook

24%

Base: All Social Network Users

F t S i l N t k


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Frequent Social Networkers are

Out-Of-Home Consumers

In the last month, have you been...

To a Fast Food/Casual Dining Restaurant

In a Convenience Store

To a Coffee Shop or Sandwich Shop

In an Office Building Lobby

In a Movie Theater Lobby

To a Health Club

At an Airport

To a Stadium/Arena

0 20 40 60 80 100

15%

19%

18%

32%

45%

49%

70%

76%

19%

23%

28%

46%

53%

60%

81%

83%


Total Population 12+

F t S i l N t k Al M Lik l


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Frequent Social Networkers Also More Likely

to be Activated by Mobile Promotions

In the last month, have you used a smartphone to interact with a video display, such as to get more information, access a

coupon, or play a game?

0% 20% 40%

8%

18%Frequent Social Networkers

Total Population 12+

H lf f F t S i l N t k H


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Half of Frequent Social Networkers Have

Listened to Pandora Internet Radio

Have you ever listened to Pandora using a desktop, notebook or tablet computer, through a cell phone, through your

television or from any other source?

No

76%

Yes

24%


No

51%

Yes

49%


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Edison Research - The Social Media Research Authority

The effectiveness of social media must be measured both online AND offline

to truly track how the social presence of a brand influences a consumers

decision-making process.

Social Media Monitoring alone can provide metrics like share of conversation,

and possibly even online sentiment, but offline measures should also beincorporated to gauge the linkage between sentiment and to determine the

actual value social media efforts have for brands.

Edisons custom social media research process provides a true measure of

the return on social media engagement - online, and at the cash register.

Visit www.edisonresearch.com/social_media_research.php for more!
http://www.edisonresearch.com/social_media_research.phphttp://www.edisonresearch.com/social_media_research.phphttp://www.edisonresearch.com/social_media_research.php


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Thank you.

twebster@edisonresearch com
mailto:[email protected]:[email protected]

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Internet Market Research on Social Media