2010 IAB UK Social Media Survey

About this survey The survey was run on Lightspeed Research's UK online panel in November/December2010. The results are based on 1,000. Highlights from the results • Most people log in to social networks throughout the day, although 43% check social networks before bed, and one in five check them when they wake up. • Holiday, wedding and birthday party photos are the most commonly viewed pictures on social networks • 28% have uploaded a picture of a meal they were eating to a social network site - this increases to 47% for 18-34 year olds • About one quarter of respondents had texted a friend or updated their Facebook status about an X- Factor performance. • Three quarters of respondents heard about Michael Jackson's death on the news • Most respondents make complaints via a website (44%) or by phone (26%) • Those who lodged a complaint online were asked how quickly they would expect a brand to get back to them. For all options, within a day was the most common answer. • Being professional and friendly are the two characteristics respondents most want in a brand to have in their advertising and communications Results • Most people log in to social networks throughout the day, although 43% check social networks before bed, and one in five check them when they wake up. o Women are more likely than men to log in at lunchtime o 18-34 year olds are the most likely to log in at any of the time periods we asked about o Those in the North are most likely to login throughout the day, while those in the south are the most likely to login at lunch time 2 Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.

When do you normally login to social networking sites: Total Male Female 50 % % % 48 52 45 % 43 % 41 % 21 % 19 % % %18 % 19 18 15 % 15 % % % 13 % % 14 17 14 12 % 9% %% 11 8 2% % % 1 2 I login Bef ore you When you At lunch At dinner While I am During work At school regularly go to bed wake up time time on the go through out (i.e. through the day my mobile) Source: Lightspeed Research, UK data 3 Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.

When do you normally login to social networking sites: 18 – 34 35 – 54 55 – 64 55 % 57 % 48 % % 45 44 % 30 % 27 % 26 % 25 % 24 % 16 % 15 % % 15 % 11 % 13 11 % % 10 9% 7% 3% 5% 4% 0% % 0 I login Bef ore you When you At lunch At dinner While I am During work At school regularly go to bed wake up time time on the go through out (i.e. through the day my mobile) Source: Lightspeed Research, UK data When do you normally login to social networking sites: North Midlands South 55 % 47 % % 45 % % 48 45 38 % 23 % 19 % % % 18 % 18 18 18 % 15 % 13 % % 14 % % % 14 12 12 10 % % % 8 10 2% % % 1 1 I login Bef ore you When you At lunch At dinner While I am During work At school regularly go to bed wake up time time on the go through out (i.e. through the day my mobile) Source: Lightspeed Research, UK data 4 Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.

• Holiday, wedding and birthday party photos are the most commonly viewed pictures on social networks o Once again 18-34s are the age group most likely to have viewed each type of picture on a social network site o One in five 55-64 year olds haven't looked at any of these picture types on a social network site Have you viewed pictures from the following occasions on a social networking site? Total Male Female 76 % % % 75 77 70 % 65 % % 59 63 % % 66 % 60 23 % % % 22 23 14 % % % 16 12 3% 4% 2% holiday wedding birthday party christening f uneral None of the above Source: Lightspeed Research, UK data Have you viewed pictures from the following occasions on a social networking site? 18 – 34 35 – 54 55 – 64 82 % 74 % % 76 % 77 % 72 60 % 59 % 56 % 47 % 31 % 18 % % 21 16 % 20 % 8% 4% 2% 2% holiday wedding birthday party christening f uneral None of the above Source: Lightspeed Research, UK data 5 Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.

• 28% have uploaded a picture of a meal they were eating to a social network site - this increases to 47% for 18-34 year olds o Men are more likely than women to have done this Proportion that have uploaded a picture of a meal they were eating onto a social network site 47 % 32 % 31 % 28 % 27 % 24 % 25 % 21 % 13 % Total Male Female 18 – 34 35 – 54 55 – 64 North Midlands South Source: Lightspeed Research, UK data • About one quarter of respondents had texted a friend or updated their Facebook status about an X- Factor performance. o Women and those aged 18-34 were slightly more likely to have done these things than men o Those living in the South (19%) were much less likely to have updated their Facebook status about a performance than those in the Midlands (25%) or the North (26%) Have you ever done any of the following things whilst watching X Factor? Total Male Female 55 % 51 % 46 % 29 % 26 % 24 %22 %25 % 22 % 14 %13 % 14 % 9 % 10 % 7 % 5% 6% 4% Texted a f riend Updated status on Phoned a f riend Sent an email Sent a tweet about I don’t watch X about a Facebook about a about a about a a perf ormance Factor perf ormance perf ormance perf ormance perf ormance Source: Lightspeed Research, UK data 6 Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.

Have you ever done any of the following things whilst watching X Factor? 18 – 34 35 – 54 55 – 64 70 % 51 % 38 % 39 % 32 % 23 % 23 % 15 %14 % 12 % 11 % 11 % 11 % 9 % 10 % 4% 3% 2% Texted a f riend Updated status on Phoned a f riend Sent an email Sent a tweet about I don’t watch X about a Facebook about a about a about a a perf ormance Factor perf ormance perf ormance perf ormance perf ormance Source: Lightspeed Research, UK data • Three quarters of respondents heard about Michael Jackson's death on the news o Twitter was the least common way of hearing the news How did you first hear about Michael Jackson dying? Total 18 – 34 35 – 54 55 – 64 91 % 77 % 74 % 58 % 12 % 12 % 11 % 8% 6 %5 % 7% 5% 6% 5% 5 %4 %5 %3 % 2% 0% 2 %3 %1 %0 % On the news Someone told you On a social Via text message Other On Twitter in person networking site Source: Lightspeed Research, UK data 7 Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.

• Most respondents make complaints via a website (44%) or by phone (26%) o 18-34 year olds are the least likely to use phone or post, and the most likely to use a Facebook o One in five have never made a complaint How do you normally make complaints about brands? Total Male Female 45 % 44 % 42 % 38 % 36 % 33 % 24 % 19 % 22 % % 19 20 % 20 % 12 % 8% 8 %8 %8 % 5% 2 %3 %1 % 1 %0 %1 % Via a website On the phone Via post On a f orum On a On Twitter Other social I have not Facebook networking made a page site complaint Source: Lightspeed Research, UK data How do you normally make complaints about brands? 18 – 34 35 – 54 55 – 64 45 % 44 % 40 % 38 % % 39 30 % 25 % % 24 19 % % 22 19 % 16 % 15 % 12 % 7% 5% 5 %4 % 3 %1 %2 % 1 %0 %1 % Via a website On the phone Via post On a f orum On a On Twitter Other social I have not Facebook networking made a page site complaint Source: Lightspeed Research, UK data 8 Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.

• Those who lodged a complaint online were asked how quickly they would expect a brand to get back to them. For all options, within a day was the most common answer, with the majority of respondents falling in the "within a day" to "within 3 days" window. o Respondents were more lenient with a complaint lodged on a website, with 27% saying up to 3 days was reasonable, compared to only 16% that gave this time period for a complaint on Twitter. o About one in five respondents would expect a response within the hour on twitter or on Facebook. o Only a small proportion of respondents expected responses within 10 minutes o Gender and age results are consistent with the overall How quickly would you expect a brand to get back to you? (those who lodged a complaint online) Website Twitter Forum Facebook 50 % 42 % % % 43 42 27 % 19 % 21 % 17 % 14 % 16 % 18 % 10 % 6% 5 %6 % 7 %8 %9 %9 % 9 %8 %9 % 3% 2% Within 10 minutes Within an hour Within a day Within 3 days Within a week Within 28 days Source: Lightspeed Research, UK data Base: Those who lodged a complaint online 9 Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.

• Being professional and friendly are the two most important characteristics for a brand to have Characteristics consumers would like brands to have in their advertising and communications Prof essional 37 % Friendly 33 % Creative 26 % Respectf ul 26 % Innovative 23 % Entertaining 17 % Clever 16 % Cheap 16 % Human 15 % Generous 13 % Funny 12 % Cutting-edge 10 % Cool 9% Adventurous 7% Mysterious 3% Brave 2% Chatty 1% Boring 1% Source: Lightspeed Research, UK data None of the above 6% Continued over 10 Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.

• Friendly is more important to women than men • Innovative and cool are more important to men than women Characteristics consumers would like brands to have in their advertising and communications Prof essional 36 % 37 % Friendly 28 % 38 % Creative 26 % 26 % Respectf ul 24 % 28 % Innovative 20 % 25 % Entertaining 15 % 18 % Clever 15 % % 17 Cheap 16 %% 17 Human 14 % 15 % 11 % Male Female Generous 15 % Funny 10 % 13 % Cutting-edge 8 % 11 % Cool 6% 11 % Adventurous 6% 8% Mysterious 33 % % Brave 2% 2% Chatty 11 % % Boring 01 % % Source: Lightspeed Research, UK data None of the above 5% % 7 Continued over 11 Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.

• The importance of professional, respectful and human communications increases with age • Innovative, cheap, cool and cutting edge are most important to 18-34s Characteristics consumers would like brands to have in their advertising and communications Prof essional 29 % 38 % 45 % Friendly 30 % 34 % 35 % Creative 28 % 27 % 22 % Respectf ul 21 % 27 % 32 % Innovative 26 % 21 %% 22 Entertaining 15 % % 18 % 19 Clever 13 % 17 %% 18 Cheap 14 % 20 % 15 % Human 12 % 15 % 20 % 12 % % 18 – 34 35 – 54 55 – 64 Generous 13 % 14 Funny 12 % 11 % 12 % Cutting-edge 6% 9 % 13 % Cool 8% 14 % 2% Adventurous 6 %% 7% 8 Mysterious 34 % 2% % Brave 4% 01 % % Chatty 1% 1% 1% Boring 01%% 1 % Source: Lightspeed Research, UK data None of the above 5 %% 6 6% For more information please contact: Ralph Risk, Marketing Director, EMEA T: +44 (0)207 896 1950 | M: +44 (0)787 650 7689| F: +44 (0)207 896 1901 rrisk@lightspeedresearch.com | www.lightspeedresearch.com 12 Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.

2010 IAB UK Social Media Survey

by bmccoy on Jan 14, 2011

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2010 IAB UK Social Media Survey — Document Transcript