Social Media – Making it Business Relevant

Online participation in the social media era Racetrack Industry Program December 10, 2009

Introduction
Who we are
A non-profit, non partisan survey research organization
What we study
The impact of the internet on people’s lives
Trends in technology use
What we don’t do
Market research, promotion of specific technologies

The internet then and now 2000 46% of adults use internet 5% with broadband at home 50% own a cell phone 0% connect to internet wirelessly <10% use “cloud” = slow, stationary connections built around my computer 2009 77-79% of adults use internet 63% with broadband at home 85% own a cell phone 54-56% connect to internet wirelessly >two-thirds use “cloud” = fast, mobile connections built around outside servers and storage

Online activity pyramid Today’s internet is built on communication, sharing and creativity Basic online entertainment (online videos, playing games) E-commerce (online shopping, banking, and travel reservations) Research and information gathering (product research, news, health and religious information searches) Email and search Active engagement with social media (visit SNS, create SNS profile, create blogs) More advanced online entertainment (download videos, music and podcasts) More advanced communication and passive social media use (instant messaging, visit SNS, read blogs)

The social web is built on people posting content about things that interest them

A few key social media platforms
Online video sharing sites (Youtube, etc)
Online social networks (Facebook, MySpace, etc)
Status update services (Twitter)

Use of online video sharing sites has doubled since 2006
Who Watches
Gains across all age groups:
90% 18-29
67% 30-49
41% 50-64
27% 65+
Balanced by income/education
Wireless connectivity is a big driver

Use of online social network sites has grown nearly six-fold since 2005
Most popular sites among adult users:
Facebook (73%)
MySpace (48%)
LinkedIn (14%)
~15% on “other” sites such as Flickr, Bebo, Digg, BlackPlanet, Orkut, etc

Online social networks have “democratized” since 2005 Skews female (54% female vs. 46% male) Skew male (55% vs. 45%) Despite growth among older cohorts, young adults actually make up a greater proportion of SNS users than in 2005 Skews towards under-45 Same No racial/ethnic differences Rural areas lag slightly, but urban tilt has largely disappeared Concentrated in urban areas (41% vs. 32% of all internet users) Education levels look just like the rest of the online population Highly educated (45% have college degree, vs. 35% of online population) SNS users, 2009 SNS users, 2005

Usage of Twitter and other status update services has tripled since Summer 2008
Who Tweets
Young adults
Racially and ethnically diverse
Rural residents lag
No differences around income or education
Slight gender split (women more likely to do so)
Online social networks and wireless mobility are big drivers

Content creation activities 26 Post comments to an online news group, website, blog or photo site 30 Share something online that you created yourself, such as your own artwork, photos, stories or videos 15 Take material you find online—like songs, text or images—and remix it into your own artistic creation 11 Create or work on your own online journal or blog 14 Create or work on your own webpage 15 Create or work on webpages or blogs for others % of internet users Activity

The online creative class is bigger than you might think
51% of internet users now post content online that they have created themselves
That works out to 39% of all adults (internet users and non-users alike)
On a typical day in 2009, 15% of internet users (that’s more than one in ten Americans) posted something online for others to see

Older adults are growing increasingly comfortable with online content creation
Other data points:
The percentage of online 30-49 year olds who share their own creations online has nearly doubled, from 18% to 34%.
6% of online seniors (those 65 and older) maintain their own blog, triple the 2% who did so two years ago.

Content creators are mobile and connected to others

OK, so people post stuff online…what’s the big deal and why should I care?

Participation  Changes in attitudes 47% 22% I would not be as involved in this campaign as much if it weren’t for the internet 54% 28% The internet helps me feel more personally connected to my candidate or campaign of choice Agree (participatory class) Agree (all internet users)

Participation  Changes in behavior

For additional information
Where to find our research:
www.pewinternet.org
Where to find me:
Aaron Smith, Research Specialist
Pew Internet & American Life Project
(202) 419-4516
[email_address]
Twitter: @ aaron_w_smith

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Social Media – Making it Business Relevant

by Pew Research Center's Internet & American Life Project on Dec 14, 2009

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Social Media – Making it Business Relevant — Presentation Transcript