201220072002
TRADITIONAL MEDIA USAGE FOR NEWS CONSUMPTION, 2002–2012
86%
80%
68%
27% 25% 25%
75%
66%
201220072002
DIGITAL ...
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Social media infographic

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Scarborough social media infographic

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  1. 1. 201220072002 TRADITIONAL MEDIA USAGE FOR NEWS CONSUMPTION, 2002–2012 86% 80% 68% 27% 25% 25% 75% 66% 201220072002 DIGITAL MEDIA USAGE FOR TOTAL U.S. ADULTS, 2002–2012 27%increase in reading news online 250%increase in watching TV online 314%increase in watching video online 63%increase in visiting newspaper websites 214%increase in listening to radio online 214%increase in listening to radio online 214%increase in listening to radio online 300%increase in watching movies online 62% Seattle, WA 61% Kansas City, MO 60% Portland, OR 20% 61% Salt Lake City, UT 20% Colorado Springs, CO 19% Norfolk, VA 22% San Francisco, CA 21% 62% Austin, TX 20% 61% Dallas, TX 20% 60% Columbus, OH 20% 60% Atlanta, GA 21% 59% Washington, DC 21% 59% Baltimore, MD Austin, TX has consistently maintained its position in the top three local markets for social media usage. for social media IN PAST 30 DAYS, 2009–2012 2% are 65+ years old 53% are 18-34 years old 14% are 50-64 years old 31% are 35-49 years old 7% are 65+ years old 42% are 18-34 years old 22% are 50-64 years old 29% are 35-49 years old NO TREND CAN CATCH ON WITHOUT THE PARTICIPATION OF A SUBSTANTIAL NUMBER OF U.S. ADULTS. Though younger generations were responsible for starting the shift toward social media, in just three years older adults have begun to show participation levels on par with the original social media fans. Age Ranges of social media users in 2012 in 2009 In 2006, 8% of U.S. adults lived in a household that owned a smartphone. In 2012 it was 44%. SMARTPHONES 8+448% 44% 450% INCREASE In 2010, 5% of adults watched video clips on theirsmartphone. In 2012 it was 16%. 5+165% 16% 220% INCREASE VIDEOS Tablet PC (iPad, Galaxy, Xoom, etc.) ownership went from 7% in 2011 to 19% in 2012. 7+197% 19% 171% INCREASE TABLET PCs In 2010, 12% of adults got news/weather/trafficfrom theirsmartphones.In2012 it was 28%. 12+2812% 28% 133% INCREASE NEWS, WEATHER, & TRAFFIC In 2011, 9% of people used amobiledevicetoreadthe newspaper in the past 30 days. In 2012 it was 14%. 9+149% 14% 56% INCREASE NEWSPAPER Mobile Device Usage 13%of Austin, TX 18-34 year olds used social media in the past 30 days to follow or become a fan of something or someone. 42%of U.S. adults agree the internet is their main source of entertainment. 25%of U.S. adults think social media is important for finding information about news or current events. 24%of U.S. adults think it's important to use social media to find local information. 71% of U.S. adults agree that having a mobile device that can do everything is very convenient. Americans are enthusiastic about the opportunities for engagement with content on new devices, expanding the overall ways they can consume media. For purchase information about this, or any other consumer topics, please contact: Scarborough Haley Dercher • 646.517.1042 HDercher@scarborough.com dialog.scarborough.com Read newspaper Listened to the news/talk/ information radio format Watched local TV news TOP 10 MARKETS FOR SOCIAL MEDIA USAGE IN 2012 TOP 10 MARKETS FOR SOCIAL MEDIA USAGE IN 2009 Local Markets A S C A R B O R O U G H I N F O G R A P H I C Source: Scarborough USA+ Study, Release 2, 2002, 2006, 2007, 2009, 2010, 2011, 2012 — Scarborough/GfK MRI Attitudinal Insights Data. © 2013 Scarborough. FOLLOW US ON & 0% 40% 20% 10% 30% Social media grew 238%between 2009 and 2012. 54%of adults engaged with social media. 2012 2009 Social media has seen unprecedented growth compared to all other media forms measured by Scarborough. 4+837+515+8100% INCREASE 38% INCREASE 60% INCREASE 8%4% 51%37% 8%5% in 2012 in 2010 BY PLATFORM: LinkedIn is the only platform for which the 35–49 age group indexes higher for usage than the 18–34 crowd. 17%of U.S. adults think social media is important to meet or network with professional contacts. FOLLOW US ON & The changing landscape. How has usage of media shifted as the country becomes more technologically savvy and socially inclined? Local market consumer insights firm Scarborough illustrates the ways media consumption has evolved due to increased internet access, the narrowing of the age gap in usage across media platforms, and the way geography influences media orientation. By understanding that these seismic shifts reflect an evolving balance of cross-platform media usage, marketers and advertisers can better craft their marketing mix and appeal to more diverse audiences. Digital Media Traditional Media 16%of adults engaged with social media. 23%of U.S. adults used social media in the past 30 days to post that they “like” something. 14%of U.S. adults think social media is important for them to show support of their favorite companies or brands. Social Media The percent of U.S. adults who accessed the internet in the past 30 days went from 57% in 2002 to 78% in 2012. 37% INCREASE Social. Digital.Traditional. Media. While consumption of media on traditional platforms is declining or flat, Americans continue to pursue media.

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