Bh social media 0511 without notes

2011Social Media Matters StudyElisa Camahort Page, Co-founder and COOMay, 2011 Sponsored by

Study objectivesTo compare and trend media usage patterns acrosscross-sections of the population:To show the purchasing behavior of social media usersTo gauge the level of relevance and passion among different types of mediaTo probe how users feel about technology’s place in their lives and understand theirother social and political concerns© 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,

MethodologySamples: Two data samples collected,compared in 02.2011 U.S. Total Online Population: survey fielded on Nielsen Online panel BlogHer Network sample: survey fielded across 2,500 blogs & 25MM+ audienceAge: Men & women 18-76, with segmentation for Millenials (18-27) / Gen X (28-45) / Boomers (46-64) / Seniors (65-76)Sample Size (n) US Online: N=1,254 women and 517 men (1,771) BlogHer: N= 2,763 women and 98 men (2,861)© 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,

Core findings & summaryBlogs and Facebook have joined the ranks of mainstreammedia, showing continued modest growth.Everyone is an early adopter, thanks to mobile devices. Adoption rates of new services and tools are high, but volatileBlog recommendations lead to good product experience Positive experiences translates into trust Familiar bloggers rule, and are even more engaging than celebritiesTechnology & media are good things.But passion doesn’t always follow usage We use different media for different purposes We consume some media regularly without really loving itEconomic concerns are still paramount Interestingly: BlogHers report substantially less unemployment, and substantially more self-employment© 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,

everyone is an early adopter

More than Three Quarters (78%) of the online population are active social media users164 million: Total U.S. Adult Online Population87 million: Women online 18-76128 million:* Total U.S. Social Media Users69 million: Women using Social Media Weekly +80 million: Women using Social Media Monthly +55 million: Women reading blogs Monthly +Source: Social Media Matters 2011, BlogHer Inc., Nielsen US Total Online Population sample, N = 1,771;Weekly or more Social Media Activity; Total online raw numbers based on Nielsen Online @Plan© 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,

Blog usage continues to rise at the same rate as social networkingSource: comScore Media Metrix, Jan ‘10, Jan ’11; unique visitors in millions© 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,

The changing face of “mainstream” mediaSource: 2011 Social Media Matters: U.S. Total Online Population Sample vs. BlogHer Network sample*Social Media Games (e.g. Farmville); Nielsen US Total Online N = 1,771; BlogHer sample N = 2,881© 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,

The general population: Online media continues to grow steadilySource: 2011 Social Media Matters: U.S. Total Online Population Sample*Social Media Games (e.g. Farmville); Nielsen US Total Online N = 1,771 in 2011, 2010 , N = 1,752© 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,

BlogHer audience as early adopters: More volatility in usage patternsSource: 2011 Social Media Matters: U.S. Total Online Population Sample vs. BlogHer Network sample*Social Media Games (e.g. Farmville); Nielsen US Total Online N = 1,771 BlogHer sample N = 2,881© 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,

What we’re learning: Everyone is an early adopterWomen have an ever increasing appetite for media. Despitefew declines in usage, we have made time for new choices. Mobile is driving early adoption & rapid plateaus. Source: 2011 Social Media Matters: U.S. Total Online Population Sample vs. BlogHer Network sample Nielsen US Total Online N = 1,254; BlogHer sample N = 2,881; *Location Apps reflect Men and Women in General Population © 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,

blog recommendations help

Women trust information & advice from familiar bloggers “How often do you trust the information & advice you get from Blogs you are familiar with?”Source: 2011 Social Media Matters: U.S. Total Online Population Sample vs. BlogHer Network sampleNielsen US Total Online N = 1,254 BlogHer sample N = 1,995© 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,

Over half of U.S. women blog readers have purchased a product based on a blog recommendation “Have you ever made a purchase based on a recommendation from a blog?”Source: 2011 Social Media Matters: U.S. Total Online Population Sample vs. BlogHer Network sampleNielsen US Total Online N = 1,254 BlogHer sample N = 1,991© 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,

General population: Positive past experiences build trust “Why do you trust the advice & recommendations from Blogs?”Source: 2011 Social Media Matters: U.S. Total Online Population SampleNielsen US Total Online N =1,254© 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,

General population readers turn to bloggers re: media & tech Top 3 Box (All the time/Frequently/Sometimes) Turning to blogs for reviews and recommendations Source: 2011 Social Media Matters: U.S. Total Online Population Sample Nielsen US Total Online N = 1771; Top 5 out of 17 product categories © 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,

BlogHer: Personal affinity builds trust “Why do you trust the advice & recommendations from Blogs?”Source: 2011 Social Media Matters: BlogHer sample, N = 1,143© 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,

BlogHer’s audience turns to blogs for media and tech, but also personal items, like food, clothing, beauty Top 3 Box (All the time/Frequently/Sometimes) Turning to blogs for reviews and recommendationsSource: 2011 Social Media Matters: BlogHer sample , N = 1,963; Top 6 out of 17 product categories14 2011© Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,

Sweepstakes are the most enticing online ad format for women,Blogger promotions more effective than celebrity endorsements “What kinds of online advertising formats entice you to learn more about or purchase a product?” Source: 2011 Social Media Matters: U.S. Total Online Population Sample Nielsen US Total Online N = 1,254, Total Women 18+ © 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,

passion & purpose

Blog readers prefer blogs for almost everything, Facebook is our source for play and friendship “For each of the categories below, which online source is best suited for your purposes?”Source: 2011 Social Media Matters: U.S. Total Online Population Sample, NielsenBlog readers and/or writers, N = 790© 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,

Bloggers may use all forms of media, but it’s social media we’re most passionate aboutSource: 2011 Social Media Matters: U.S. Total Online Population Sample, NielsenBlog readers and/or writers, N = 790© 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,

Online friends get our attention, No matter how busy we are “Thinking about the amount of time you spend with friends online on a social networking site; would you say it’s more, less or about the same as the time you spend with friends in real life?”Source: 2011 Social Media Matters: U.S. Total Online Population Sample and BlogHerNielsen US Total Online N = 1,254, BlogHer N = 1,916 Total Women 18+© 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,

And we’re OK with that:Social media has overwhelmingly positive impact on our lives “What kind of impact do you think using social media has on your life overall?” Source: 2011 Social Media Matters: U.S. Total Online Population Sample and BlogHer Nielsen US Total Online N = 1,254, BlogHer N = 1,916 Total Women 18+ © 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,

The Key to Tech Love? It’s All About Connecting “Is there anything about technology that makes you feel hopeful about the future?”Source: 2011 Social Media Matters: U.S. Total Online Population Sample, Nielsen N = 1,771© 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,

Putting it in their own words: An overwhelming majority are impacted positively by social media “In a few sentences, please give us a personal anecdote about how social media has impacted your life either positively or negatively.”You can use any form of social media as an example (Blogs, Social Networking, Message boards) Source: 2011 Social Media Matters: U.S. Total Online Population Sample, Nielsen N = 1,771 © 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,

Blogs enhance the lives of readers and writersOver 1,600 study respondents wrote positive comments about their experiences with Blogs and Social Media Source: 2011 Social Media Matters: BlogHer Network sample N = 1,617 Word cloud from open-ended comments created via Wordle.net © 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,

it’s still the economybut maybe blogging can help

Men and women agree on one thing: It’s the economy! “Which of the following social & political concerns are of the greatest concern to you?”Source: 2011 Social Media Matters: U.S. Total Online Population Sample, Nielsen N = 1,771© 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,

For BlogHer community members, blogs are the keyto helping them cope with some of their strongest concerns Blogs are a better tool for “informing and empowering” than TV, Social Networks, Message Boards, Radio, Newspaper or MagazinesSource: 2011 Social Media Matters: BlogHer Network Sample, = 1,897© 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,

Blogs help provide economic independence for BlogHers Unemployment among Bl0gHer’s 25+ million Far lower than general population While small business ownership is greaterSource: 2011 Social Media Matters: U.S. Total Online Population Sample vs. BlogHer Network sampleNielsen US Total Online N = 1,254 BlogHer sample N = 2,737© 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,

BlogHer Network Demographic Landscape BlogHer Network users are younger, better educated, more affluentSource: 2011 Social Media Matters: U.S. Total Online Population Sample vs. BlogHer Network sampleNielsen US Total Online N = 1,771 BlogHer sample N = 2,881© 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,

What this means for marketers

Key Takeaways for MarketersThe Year of the Mobile: It’s here. How are yougetting…and keeping…our fickle attention?Go to Where the People Are. Don’t always make uscome to you.Let the Voice of Real People Shine: Because that’swho other real people trust.Social Media Is Not All the Same. Understand yourcustomer’s intentions when they’re visiting blogs,Facebook, Twitter, etc.© 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,

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Bh social media 0511 without notes

by BlogHer on May 18, 2011

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