2010iabuksocialmedia
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2010iabuksocialmedia Document Transcript

  • 1. Social Media Exclusive data for IAB UK December 2010 1Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.
  • 2. About this survey The survey was run on Lightspeed Researchs UK online panel in November/December2010. The results are based on 1,000. Highlights from the results • Most people log in to social networks throughout the day, although 43% check social networks before bed, and one in five check them when they wake up. • Holiday, wedding and birthday party photos are the most commonly viewed pictures on social networks • 28% have uploaded a picture of a meal they were eating to a social network site - this increases to 47% for 18-34 year olds • About one quarter of respondents had texted a friend or updated their Facebook status about an X- Factor performance. • Three quarters of respondents heard about Michael Jacksons death on the news • Most respondents make complaints via a website (44%) or by phone (26%) • Those who lodged a complaint online were asked how quickly they would expect a brand to get back to them. For all options, within a day was the most common answer. • Being professional and friendly are the two characteristics respondents most want in a brand to have in their advertising and communications Results • Most people log in to social networks throughout the day, although 43% check social networks before bed, and one in five check them when they wake up. o Women are more likely than men to log in at lunchtime o 18-34 year olds are the most likely to log in at any of the time periods we asked about o Those in the North are most likely to login throughout the day, while those in the south are the most likely to login at lunch time 2Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.
  • 3. When do you normally login to social networking sites: Total Male Female 50 % % % 48 52 45 % 43 % 41 % 21 % 19 % % %18 % 19 18 15 % 15 % % % 13 % % 14 17 14 12 % 9% %% 11 8 2% % % 1 2 I login Bef ore you When you At lunch At dinner While I am During work At school regularly go to bed wake up time time on the go through out (i.e. through the day my mobile) Source: Lightspeed Research, UK data 3Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.
  • 4. When do you normally login to social networking sites: 18 – 34 35 – 54 55 – 64 55 % 57 % 48 % % 45 44 % 30 % 27 % 26 % 25 % 24 % 16 % 15 % % 15 % 11 % 13 11 % % 10 9% 7% 3% 5% 4% 0% % 0 I login Bef ore you When you At lunch At dinner While I am During work At school regularly go to bed wake up time time on the go through out (i.e. through the day my mobile) Source: Lightspeed Research, UK data When do you normally login to social networking sites: North Midlands South 55 % 47 % % 45 % % 48 45 38 % 23 % 19 % % % 18 % 18 18 18 % 15 % 13 % % 14 % % % 14 12 12 10 % % % 8 10 2% % % 1 1 I login Bef ore you When you At lunch At dinner While I am During work At school regularly go to bed wake up time time on the go through out (i.e. through the day my mobile) Source: Lightspeed Research, UK data 4Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.
  • 5. • Holiday, wedding and birthday party photos are the most commonly viewed pictures on social networks o Once again 18-34s are the age group most likely to have viewed each type of picture on a social network site o One in five 55-64 year olds havent looked at any of these picture types on a social network site Have you viewed pictures from the following occasions on a social networking site? Total Male Female 76 % % % 75 77 70 % 65 % % 59 63 % % 66 % 60 23 % % % 22 23 14 % % % 16 12 3% 4% 2% holiday wedding birthday party christening f uneral None of the above Source: Lightspeed Research, UK data Have you viewed pictures from the following occasions on a social networking site? 18 – 34 35 – 54 55 – 64 82 % 74 % % 76 % 77 % 72 60 % 59 % 56 % 47 % 31 % 18 % % 21 16 % 20 % 8% 4% 2% 2% holiday wedding birthday party christening f uneral None of the above Source: Lightspeed Research, UK data 5Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.
  • 6. • 28% have uploaded a picture of a meal they were eating to a social network site - this increases to 47% for 18-34 year olds o Men are more likely than women to have done this Proportion that have uploaded a picture of a meal they were eating onto a social network site 47 % 32 % 31 % 28 % 27 % 24 % 25 % 21 % 13 % Total Male Female 18 – 34 35 – 54 55 – 64 North Midlands South Source: Lightspeed Research, UK data • About one quarter of respondents had texted a friend or updated their Facebook status about an X- Factor performance. o Women and those aged 18-34 were slightly more likely to have done these things than men o Those living in the South (19%) were much less likely to have updated their Facebook status about a performance than those in the Midlands (25%) or the North (26%) Have you ever done any of the following things whilst watching X Factor? Total Male Female 55 % 51 % 46 % 29 % 26 % 24 %22 %25 % 22 % 14 %13 % 14 % 9 % 10 % 7 % 5% 6% 4% Texted a f riend Updated status on Phoned a f riend Sent an email Sent a tweet about I don’t watch X about a Facebook about a about a about a a perf ormance Factor perf ormance perf ormance perf ormance perf ormance Source: Lightspeed Research, UK data 6Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.
  • 7. Have you ever done any of the following things whilst watching X Factor? 18 – 34 35 – 54 55 – 64 70 % 51 % 38 % 39 % 32 % 23 % 23 % 15 %14 % 12 % 11 % 11 % 11 % 9 % 10 % 4% 3% 2% Texted a f riend Updated status on Phoned a f riend Sent an email Sent a tweet about I don’t watch X about a Facebook about a about a about a a perf ormance Factor perf ormance perf ormance perf ormance perf ormance Source: Lightspeed Research, UK data • Three quarters of respondents heard about Michael Jacksons death on the news o Twitter was the least common way of hearing the news How did you first hear about Michael Jackson dying? Total 18 – 34 35 – 54 55 – 64 91 % 77 % 74 % 58 % 12 % 12 % 11 % 8% 6 %5 % 7% 5% 6% 5% 5 %4 %5 %3 % 2% 0% 2 %3 %1 %0 % On the news Someone told you On a social Via text message Other On Twitter in person networking site Source: Lightspeed Research, UK data 7Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.
  • 8. • Most respondents make complaints via a website (44%) or by phone (26%) o 18-34 year olds are the least likely to use phone or post, and the most likely to use a Facebook o One in five have never made a complaint How do you normally make complaints about brands? Total Male Female 45 % 44 % 42 % 38 % 36 % 33 % 24 % 19 % 22 % % 19 20 % 20 % 12 % 8% 8 %8 %8 % 5% 2 %3 %1 % 1 %0 %1 % Via a website On the phone Via post On a f orum On a On Twitter Other social I have not Facebook networking made a page site complaint Source: Lightspeed Research, UK data How do you normally make complaints about brands? 18 – 34 35 – 54 55 – 64 45 % 44 % 40 % 38 % % 39 30 % 25 % % 24 19 % % 22 19 % 16 % 15 % 12 % 7% 5% 5 %4 % 3 %1 %2 % 1 %0 %1 % Via a website On the phone Via post On a f orum On a On Twitter Other social I have not Facebook networking made a page site complaint Source: Lightspeed Research, UK data 8Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.
  • 9. • Those who lodged a complaint online were asked how quickly they would expect a brand to get back to them. For all options, within a day was the most common answer, with the majority of respondents falling in the "within a day" to "within 3 days" window. o Respondents were more lenient with a complaint lodged on a website, with 27% saying up to 3 days was reasonable, compared to only 16% that gave this time period for a complaint on Twitter. o About one in five respondents would expect a response within the hour on twitter or on Facebook. o Only a small proportion of respondents expected responses within 10 minutes o Gender and age results are consistent with the overall How quickly would you expect a brand to get back to you? (those who lodged a complaint online) Website Twitter Forum Facebook 50 % 42 % % % 43 42 27 % 19 % 21 % 17 % 14 % 16 % 18 % 10 % 6% 5 %6 % 7 %8 %9 %9 % 9 %8 %9 % 3% 2% Within 10 minutes Within an hour Within a day Within 3 days Within a week Within 28 days Source: Lightspeed Research, UK data Base: Those who lodged a complaint online 9Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.
  • 10. • Being professional and friendly are the two most important characteristics for a brand to have Characteristics consumers would like brands to have in their advertising and communications Prof essional 37 % Friendly 33 % Creative 26 % Respectf ul 26 % Innovative 23 % Entertaining 17 % Clever 16 % Cheap 16 % Human 15 % Generous 13 % Funny 12 % Cutting-edge 10 % Cool 9% Adventurous 7% Mysterious 3% Brave 2% Chatty 1% Boring 1% Source: Lightspeed Research, UK data None of the above 6% Continued over 10Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.
  • 11. • Friendly is more important to women than men • Innovative and cool are more important to men than women Characteristics consumers would like brands to have in their advertising and communications Prof essional 36 % 37 % Friendly 28 % 38 % Creative 26 % 26 % Respectf ul 24 % 28 % Innovative 20 % 25 % Entertaining 15 % 18 % Clever 15 % % 17 Cheap 16 %% 17 Human 14 % 15 % 11 % Male Female Generous 15 % Funny 10 % 13 % Cutting-edge 8 % 11 % Cool 6% 11 % Adventurous 6% 8% Mysterious 33 % % Brave 2% 2% Chatty 11 % % Boring 01 % % Source: Lightspeed Research, UK data None of the above 5% % 7 Continued over 11Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.
  • 12. • The importance of professional, respectful and human communications increases with age • Innovative, cheap, cool and cutting edge are most important to 18-34s Characteristics consumers would like brands to have in their advertising and communications Prof essional 29 % 38 % 45 % Friendly 30 % 34 % 35 % Creative 28 % 27 % 22 % Respectf ul 21 % 27 % 32 % Innovative 26 % 21 %% 22 Entertaining 15 % % 18 % 19 Clever 13 % 17 %% 18 Cheap 14 % 20 % 15 % Human 12 % 15 % 20 % 12 % % 18 – 34 35 – 54 55 – 64 Generous 13 % 14 Funny 12 % 11 % 12 % Cutting-edge 6% 9 % 13 % Cool 8% 14 % 2% Adventurous 6 %% 7% 8 Mysterious 34 % 2% % Brave 4% 01 % % Chatty 1% 1% 1% Boring 01%% 1 % Source: Lightspeed Research, UK data None of the above 5 %% 6 6% For more information please contact: Ralph Risk, Marketing Director, EMEA T: +44 (0)207 896 1950 | M: +44 (0)787 650 7689| F: +44 (0)207 896 1901 rrisk@lightspeedresearch.com | www.lightspeedresearch.com 12Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.