Social Media Report - Edison Research

937 views
851 views

Published on

Social Media Trends & Statistics

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
937
On SlideShare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
12
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Social Media Report - Edison Research

  1. 1. The Social Habit II The Edison Research/Arbitron Internet and Multimedia Study 2011 Tom Webster - Vice President, Strategy Edison Research
  2. 2. © 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+
  3. 3. © 2011 Edison Research/Arbitron Inc. 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 social networkers 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+.
  4. 4. © 2011 Edison Research/Arbitron Inc. 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 social networks, 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.
  5. 5. © 2011 Edison Research/Arbitron Inc. 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
  6. 6. © 2011 Edison Research/Arbitron Inc. 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 2002 2001 2000 0% 25% 50% 75% 100% 55% 62% 72% 75% 79% 81% 81% 83% 82% 85% 84% 88%
  7. 7. © 2011 Edison Research/Arbitron Inc. 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
  8. 8. © 2011 Edison Research/Arbitron Inc. 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
  9. 9. © 2011 Edison Research/Arbitron Inc. No 69% Yes 31% Smartphone Ownership Approaches One-Third of Americans 12+ Base: Total Population 12+ Smartphone Ownership No 16% Yes 84% Mobile Phone Ownership
  10. 10. Social Networking Behaviors
  11. 11. © 2011 Edison Research/Arbitron Inc. 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 Base: Total Population 12+ 2008 2009 2010 2011 52% 48% 34% 24%
  12. 12. © 2011 Edison Research/Arbitron Inc. 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 Base: Total Population 12+ 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
  13. 13. © 2011 Edison Research/Arbitron Inc. 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% Base: Total Population 12+
  14. 14. © 2011 Edison Research/Arbitron Inc. No 7% Yes 93% More Americans 12+ Are Familiar With Facebook Than Have Access To The Internet Base: Total Population 12+ % Familiar With Facebook No 12% Yes 88% % With Internet Access (from any location)
  15. 15. © 2011 Edison Research/Arbitron Inc. 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 on Facebook Age Sex
  16. 16. © 2011 Edison Research/Arbitron Inc. Other 5% Asian 3% Hispanic 15% African-American 12% White 65% Facebook Users: Ethnic Composition Base: Have a Personal Profile Page on Facebook
  17. 17. © 2011 Edison Research/Arbitron Inc. 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?” Don’t Know 12% Not At All Concerned 31% Slightly Concerned 14% Somewhat Concerned 17% Very Concerned 27% Base: Familiar with Facebook
  18. 18. © 2011 Edison Research/Arbitron Inc. Awareness of Twitter Nearly Universal 0 25 50 75 100 2008 2009 2010 2011 92% 87% 26% 5% Base: Total Population 12+ % Who Have Ever Heard of Twitter
  19. 19. © 2011 Edison Research/Arbitron Inc. Twitter Usage Stands At Approximately 20 Million Americans “Do you currently ever use Twitter?” (% saying “Yes”) Base: Total Population 12+ 2011 2010 2009 2008 0% 5% 10% 0% 2% 7% 8% <1%
  20. 20. © 2011 Edison Research/Arbitron Inc. 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/Week 14% Nearly Every Day 13% Several times/day 18% Base: Have Ever Used Twitter
  21. 21. © 2011 Edison Research/Arbitron Inc. 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
  22. 22. © 2011 Edison Research/Arbitron Inc. Other 5% Asian 3% Hispanic 15% African-American 22% White 55% Monthly Twitter Users: Ethnic Composition Base: Monthly Twitter Users
  23. 23. © 2011 Edison Research/Arbitron Inc. Twitter Users Appear To Be Growing More Engaged No 53% Yes 47% Base: Monthly Twitter Users “Do you ever post status updates to Twitter?” 2010 No 30% Yes 70% 2011
  24. 24. © 2011 Edison Research/Arbitron Inc. % 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
  25. 25. The Social Habit
  26. 26. © 2011 Edison Research/Arbitron Inc. One-Third of Social Networkers Use Social Sites/Services Several Times Per Day “How 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 on Social Networking Web Site
  27. 27. © 2011 Edison Research/Arbitron Inc. 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 Base: Total Population 12+ 18 million 39 Million 46 Million
  28. 28. © 2011 Edison Research/Arbitron Inc. 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/Services “Several Times Per Day” Age Sex
  29. 29. © 2011 Edison Research/Arbitron Inc. Other 6% Asian 2% Hispanic 16% African-American 12% White 64% Frequent Social Networkers: Ethnic Composition Base: Use Social Networking Sites/Services “Several Times Per Day”
  30. 30. © 2011 Edison Research/Arbitron Inc. 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
  31. 31. © 2011 Edison Research/Arbitron Inc. 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% Base: Use Social Networking Sites/Services “Several Times Per Day” Total Population: 8%
  32. 32. © 2011 Edison Research/Arbitron Inc. 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 Home Wi-Fi Network Mean: 3.5
  33. 33. © 2011 Edison Research/Arbitron Inc. 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 Landline 6% Both Mobile and Landline 70% Only Mobile Phone 24% Frequent Social NetworkersTotal Population 12+ Only Landline 4% Both Mobile and Landline 60% Only Mobile Phone 36% Base: Own a Mobile Phone
  34. 34. © 2011 Edison Research/Arbitron Inc. 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
  35. 35. © 2011 Edison Research/Arbitron Inc. 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 Post Status Updates to Social Networking Web Sites “How often do you go to the social networking Web site to update your status?”
  36. 36. © 2011 Edison Research/Arbitron Inc. 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?” Base: Frequent Social Networkers Who Post Status Updates to Social Networking Web Sites
  37. 37. © 2011 Edison Research/Arbitron Inc. 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?” Base: Frequent Social Networkers Who Post Status Updates to Social Networking Web Sites
  38. 38. The Mobile Networker
  39. 39. © 2011 Edison Research/Arbitron Inc. Vast Majority of Frequent Social Networkers Own Mobile Phones No 9% Yes 91% % Who Own a Mobile Phone Base: Use Social Networking Sites/Services “Several Times Per Day”
  40. 40. © 2011 Edison Research/Arbitron Inc. The Majority of Frequent Social Networkers Own Smartphones % Owning a Smartphone No 69% Yes 31% Frequent Social NetworkersTotal Population 12+ No 44% Yes 56%
  41. 41. © 2011 Edison Research/Arbitron Inc. For Frequent Social Networkers, the Smartphone is Becoming “The First Screen” Keep TV 36% 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
  42. 42. © 2011 Edison Research/Arbitron Inc. 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% Frequent Social Networkers Total Population 12+
  43. 43. © 2011 Edison Research/Arbitron Inc. 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%
  44. 44. © 2011 Edison Research/Arbitron Inc. 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% Frequent Social Networkers All Mobile Phone Owners 12+
  45. 45. Social Commerce
  46. 46. © 2011 Edison Research/Arbitron Inc. Three in Ten Americans Familiar With Location-Based Services/Applications No 93% Yes 7% Base: Total Population 12+ “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% Yes 30% 2011
  47. 47. © 2011 Edison Research/Arbitron Inc. Approximately 10 Million Americans Have Posted Status Updates That Also Provided Their Location “Have you ever used such a service [as Foursquare, Gowalla or Facebook Places] to post a status update that also gave your location?” No 96%Yes 4% Base: Total Population 12+
  48. 48. © 2011 Edison Research/Arbitron Inc. 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 Post a Status Update That Also Gave Location
  49. 49. © 2011 Edison Research/Arbitron Inc. 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%
  50. 50. © 2011 Edison Research/Arbitron Inc. 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 Don’t Know 0% 25% 50% 75% 100% 6% 5% 3% 6% 80% Base: Follow Companies/Brands on any Social Networking Site
  51. 51. © 2011 Edison Research/Arbitron Inc. 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
  52. 52. © 2011 Edison Research/Arbitron Inc. 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% Frequent Social Networkers Total Population 12+
  53. 53. © 2011 Edison Research/Arbitron Inc. 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+
  54. 54. © 2011 Edison Research/Arbitron Inc. 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% Frequent Social NetworkersTotal Population 12+ No 51% Yes 49%
  55. 55. © 2011 Edison Research/Arbitron Inc. 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 consumer’s decision-making process. • Social Media Monitoring alone can provide metrics like share of conversation, and possibly even online sentiment, but offline measures should also be incorporated to gauge the linkage between sentiment and to determine the actual value social media efforts have for brands. • Edison’s 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!
  56. 56. Thank you. twebster@edisonresearch.com TWITTER: WEBBY2001

×