State of Social Media: 2011

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Mary will present the Project’s latest research on social media adoption as part of a day-long workshop organized by and for the staff from the State Department's Bureau of Educational and Cultural Affairs and the 8 nonprofit organizations that partner with them to design and implement 2 to 3 week study tours around the U.S. for international visitors.

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  • Source: The Pew Research Center Internet & American Life Project Teen & Parent surveys. Methodological information for each survey is available from http://pewinternet.org/Data-Tools/Download-Data/Data-Sets.aspx?topicFilter=aff4e2b2-7c23-4fdc-9ca6-fcf6815efd56
  • Source: Teen data is from the Pew Research Center's Internet & American Life Teen-Parent survey, April 19-July 14, 2011. N=799 for teens 12-17 and parents, including oversample of minority families. Interviews were conducted in English and Spanish.
  • Source: Pew Research Center's Internet & American Life Project, November 23-December 21, 2010 Social Side of the Internet Survey. N=2,303 adults 18 and older, including 748 reached via cell phone. N for those active in groups=1,833.
  • State of Social Media: 2011

    1. 1. State of Social Media: 2011 Mary Madden, Senior Research Specialist Presented to:U.S. State Departments Bureau of Educational and Cultural Affairs National Programmer’s Workshop December 14, 2011
    2. 2. About Pew Internet • Part of the Pew Research Center, a non-partisan “fact tank” in Washington, DC • Studies how people use digital technologies • Does not promote specific technologies or make policy recommendations • Research is primarily based on nationally representative telephone surveys of adults
    3. 3. Who posts all of those cat photos?• 74% of adults are now online, compared with 74% in 2009.• 56% use the internet on a typical day.• Broadband adoption has slowed – 6 in 10 adults have broadband at home.• Most who don’t have broadband at home don’t use the internet at all.
    4. 4. Internet adoption over time by teens & adults% within each age group who go online 100% 95% 94% 90% 87% 80% • 74% 70% 60% 12-17 18-29 50% 30-49 40% 41% 50-64 65+ 30% 20% 10% 0% Nov 04 Nov 06 Nov 07 Feb 08 Sept 09 July 1112/16/2011 4
    5. 5. Home broadband adoption stable since 2009 100% 80% 60% 40% 20% 0% June April March March April March March March April April May Sept. Nov. Jan. May 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2010 2010 2011 2011 Broadband Dial-up
    6. 6. Cell phone usage by different agesBased on adult cell owners 18-29 30-49 50-64 65+ (n=321) (n=535) (n=572) (n=430)Send or receive text messages 95% 85% 58% 24%Take a picture 91 81 60 37Access the internet 64 54 26 10Send a photo or video to someone 72 65 40 16Send or receive email 51 46 26 10Download an app 49 37 17 7Play a game 53 44 18 7Play music 58 39 16 4Record a video 53 42 19 3Access a social networking site 50 36 13 2Watch a video 44 32 10 3Post a photo or video online 37 26 9 5Check your bank balance or do any 29 22 10 6online bankingParticipate in a video call or video 14 5 2 2chat
    7. 7. Smartphone ownership is an inflection point • 35% of US adults own a smartphone • One in four smartphone owners say they mostly go online using their phone.
    8. 8. Social networking site use by age group, 2005-2011 100% 86% 83% 80% 76% 70% 67% 61% 60% 51% 18-29 49% 48% 47% 30-49 50-64 40% 33% 65+ 25% 25% 26% 20% 9% 13% 11% 8% 7% 7% 4% 6% 0% 1% 2005 2006 2007 2008 2009 2010 2011
    9. 9. SNS use on a typical day by age group, 2005-2011 100% 80% 60% 61% 60% 51% 18-29 46% 30-49 38% 39% 40% 50-64 31% 32% 28% 65+ 20% 20% 15% 10% 13% 9% 2% 4% 4% 2% 2% 1% 1% 1% 0% 0% 2005 2006 2007 2008 2009 2010 2011
    10. 10. Twitter use by age % of internet users within each group100% 13% of all online80% adults use Twitter Half of Twitter users60% access the service on a cell phone40% 18% 19%20% 16% 14% 9% 8% 9% 8% 7% 6% 4% 4% 0% 18-24 25-34 35-44 45-54 55-64 65+ Nov 2010 May 2011
    11. 11. Teen social network & Twitter use Based on teen internet users 100% 80% 80% 73% 65% 60% 60% 55% 40% 16% 20% 8% 0% Nov 2006 Nov 2007 Feb 2008 Sept 2009 July 2011 Use online social networking sites Use Twitter12/16/2011 11
    12. 12. Motivations for social networking use • For adults ages 50+ staying in touch with family is the #1 reason they use SNS • For adults under age 50, staying in touch with friends is more important
    13. 13. You’re my special 229th friend…• The average adult Facebook user in our sample had 229 friends from the following groups: – 22% were people from high school – 12% extended family – 10% coworkers – 9% college friends – 8% immediate family – 7% people from voluntary groups – 2% neighbors• Over 31% did not fit these categories (includes some friends-of-friends and other “dormant” ties that may later become active).
    14. 14. How groups use new digital communications toolsThese data cover people in different age cohorts who are active in groups. The percentages of each age cohort whosegroups … Ages Ages Ages Ages Total 18-29 30-49 50-64 65+Have a page on a social networking site like Facebook 48% 68% 55% 42% 20%Organize group activities with members via text 42% 56% 48% 38% 24%messagingHave their own blog 30% 39% 34% 28% 15%Communicate with members through Twitter 16% 24% 16% 14% 8%Source: Pew Research Centers Internet & American Life Project, November 23-December 21, 2010 Social Side of the Internet Survey. N=2,303 adults18 and older, including 748 reached via cell phone. N for those active in groups=1,833.
    15. 15. Thank you!Mary MaddenPhone: 202-419-4515Email: mmadden@pewinternet.orgTwitter: @mary_maddenWebsite: www.pewinternet.org

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