Netpop | Connect: Media Shifts to Social 2009 Preview

Media Shifts to Social What social content means for online marketing and business practices Cate Riegner, Vice President, Research Netpop Research, LLC C | Connect

Introduction

Time spent online for communication h Ti t li f i ti has increased 18% since 2006 Communication 32% of 18% growth Total Time Spent Online 27% of Total Time Spent Online 2006 2008 Netpop Research, LLC Netpop | Connect Social Media U.S. 2009 3

Time spent online for entertainment h Ti t li f t ti t has declined 29% in the same period Communication 18% growth Entertainment 27% of Total Time Spent Online 30% drop 19% of Total Time Spent Online 2006 2008 2006 2008 Netpop Research, LLC Netpop | Connect Social Media U.S. 2009 4

As A new ways t connect and share online gain in to t dh li ii popularity, the definition of entertainment is changing gg Social t t i S i l entertainment i on the rise – t is th i entertainment that involves talking and sharing, sharing providing opinions and comparing opinions, perspectives Netpop Research, LLC Netpop | Connect Social Media U.S. 2009 5

105 million A illi Americans now participate i social media, i ti i t in il di generating entertainment content by the people, for the pp people Attention is splintered across millions of imperceptible, personal, and unpredictable interactions Netpop Research, LLC Netpop | Connect Social Media U.S. 2009 6

Social S i l media is changing where consumers spend th i di i h i h d their spare time, focus their attention, form their opinions and influence others They wield a force on consumer markets that leaves companies on the sidelines – outside the conversation Netpop Research, LLC Netpop | Connect Social Media U.S. 2009 7

To t T stay relevant, companies need to discard age-old l t i d t di d ld approaches to advertising and marketing Mind-share is not only about a message, a message medium, or even a market anymore Social media is changing everything Netpop Research, LLC Netpop | Connect Social Media U.S. 2009 8

This N t Thi Netpop report examines the modes of social t i th d f il media, the users driving the trend, and the sites facilitating the interactions g Pointing t P i ti to new ways of engaging consumers f i and integrating brands in social media spaces Netpop Research, LLC Netpop | Connect Social Media U.S. 2009 9

Social Media Modes Netpop Research, LLC Netpop | Connect Social Media U.S. 2009 10

gularly 100% Send email 90% vity Reg We begin by examining the 80% use and frequency of many modes of 70% Percent Who Do Activ social media il di 60% One-to-One Private Send/forward email with links/attachments 50% One-to-Many Private o One-to-Many Public 40% IM What is Contributed Text message 30% 20% Percent Who Do Activity Daily 10% Video conferencing VoIP 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Netpop Research, LLC Netpop | Connect Social Media U.S. 2009 11

Who Contributes Netpop Research, LLC Netpop | Connect Social Media U.S. 2009 12

The vast majority (76%) of broadband users are active contributors to social media 138 Million U.S. Broadband Users age 13+ Contributors: 76% (105 million) Non- Contributors: Upload audio 24% % Upload video (33 million) Post to a wiki Publish a blog Upload photos Upload podcasts Publish a website Tag articles, videos Post to a micro-blog Send/forward emails Live in a virtual world Post to a blog, forum Rate or review a product Share files in P2P network Use SN sites/publish personal page Netpop Research, LLC Netpop | Connect Social Media U.S. 2009 13

Individuals who do 6 or more social media activities regularly are heavy contributors 138 Million U.S. Broadband Medium Users age 13+ Contributors: Regularly Engage in 4 to 5 Activities Heavy Contributors: Regularly Engage in 6 + Activities Non- Contributors: Upload audio No Activities Upload video Light Post to a wiki Contributors: Publish a blog Regularly Engage Upload photos in 1 to 3 Activites Upload podcasts Publish a website Tag articles, videos Post to a micro-blog Send/forward emails Live in a virtual world Post to a blog, forum Rate or review a product Share files in P2P network Use SN sites/publish personal page Netpop Research, LLC Netpop | Connect Social Media U.S. 2009 14

Now that you have been introduced social media modes and contributors, we hope you are interested in learning more. A similar report on social media in China is also available. To purchase the full report please go to www netpopresearch com report, www.netpopresearch.com. Topics covered include: •Use and frequency of 20 online communication and social media channels, including photo-sharing, video-sharing, micro- blogging, social networking, tagging, wikis, etc. gg g g gg g •Differences in use and frequency among younger users, identifying how usage among teens and college students differs from older users Heavy, Medium, Light, Heavy Medium Light and Non •Comparison of li ht medium and h C i f light, di d heavy social media users t il di to understand the heaviest “influencers” and how are their usage Contributors habits and motivations differ from less active users •Public versus private sharing of Web 2.0 comments and YouTube, Flickr, LinkedIn, Digg, content: who shares publicly online and what motivates their Twitter, and Yelp users Web 2.0 involvement •Profile of six Web 2.0 brands: Digg, Flickr, LinkedIn, Twitter, Yelp and YouTube to identify the types of users and unique motivations that drive usage of these sites •Implications for online marketing and advertising strategies: What social media means for the way businesses Netpop Research, LLC Netpop | Connect Social Media U.S. 2009 15

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Netpop | Connect: Media Shifts to Social 2009 Preview

by Netpop Research on Mar 02, 2009

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Netpop | Connect: Media Shifts to Social 2009 Preview — Presentation Transcript