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
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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
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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
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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
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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
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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
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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
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Social Media Modes
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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%
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Who Contributes
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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
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