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A recent study on social networking habits of the online New Zealand population

A recent study on social networking habits of the online New Zealand population

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  • Very interesting to see a social media study using the scientific method with empirical data. Thanks for conducting this study. I am sure that I will be able to use some of this valuable information toward growing my own social media presence.
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    Social networking study Social networking study Presentation Transcript

    • Online Social Networking in New Zealand A Colmar Brunton Presentation | July 2010
    • Objectives 1. Understand what New Zealanders are doing online 2. Investigate who is involved in online social networking and which are the most popular sites 3. Examine the relationship consumers have with brands in the social media space 4. 6 challenges for Brands in Social Media 5. Monitoring your Brand online 6. Social Media Success Stories © Colmar Brunton 2010 2
    • Methodology N=485 online New Zealanders aged 15 years +. Age, gender and location set to be representative of the online New Zealand population 20 minute self completion survey via Colmar Brunton FlyBuys Panel Fieldwork conducted during May 2010 © Colmar Brunton 2010 3
    • What are New Zealanders Doing Online?
    • What are New Zealanders Doing Online? Emailing is the most common activity performed by New Zealanders online. Other activities which are frequented by New Zealanders online include banking, keeping up with news and current events and social networking. 49% of New Zealanders online are active social networkers online while a further 20% are infrequent users of social networking sites 18-34 Emailing 94% 5%1% Banking online 84% 6% 2% 8% Reading news / current events 70% 24% 2%4% Social Networking 49% 20% 4% 26% 79% Shopping online 45% 36% 5% 14% 55% Watching online videos 36% 38% 7% 20% 61% Playing games 30% 30% 4% 36% Downloading Music 23% 33% 11% 32% 42% Participating in community chats 18% 28% 8% 46% 27% Listening to streaming music 16% 36% 9% 39% 25% 0% 20% 40% 60% 80% 100% Actively Participate Participate infrequently Interested in it but never done Not involved at all Q6: Online New Zealanders 15+ Base n=485 © Colmar Brunton 2010 5
    • Do You watch TV & Use the Internet at the same time? Two thirds of online New Zealanders say they watch TV and use the Internet at the same time. A third do this at least once a day 18-34 18-34 At least once a day 37% 50% Do NOT 13% watch TV and use Internet at the same At least once a week 17% Watch TV time, 36% and use Internet at the same time, 64% Less often 10% 18-34 87% No 36% 13% 0% 20% 40% Q: xx Base: xx Q7: Online New Zealanders 15+ Base n=485 © Colmar Brunton 2010 6
    • Convergence of Internet and TV already happening • Social networks and other apps for smartphones could be brought to television through Google TV • http://www.nytimes.com/2010/03/18/technology/18webtv.html?_r=1 © Colmar Brunton 2010 7
    • Will Online Advertising Lead to Future Action? Online advertising does encourage people to take further action towards brands including researching a brand or visiting the physical store to view or buy. I have researched a brand seen advertised online 62% I have visited a store to buy or research a product 60% that I have seen advertised online I pay more attention to advertisements on sites 52% that I trust I prefer to see online ads that relate to the 31% content of the site viewed 0% 20% 40% 60% 80% 100% Base Online New Zealanders 15+ n=485 © Colmar Brunton 2010 8
    • Starbucks Uses Social Media to Get One Million to Stores in One Day Source: mashable.com © Colmar Brunton 2010 9
    • New Zealanders and Social Networking
    • Which sites are New Zealanders members of? Facebook dominates the online social networking space. Seven out of ten people online are members of Facebook. Windows Live is the next most popular site followed by Twitter which despite high levels of Awareness only has 14% membership. Facebook 72% 28% Windows Live 32% 45% 19% 5% Twitter 14% 84% 1% 1% MySpace 9% 79% 10% 3% Linkedin 8% 28% 61% 3% 0% 20% 40% 60% 80% 100% Membership Heard of but not a member Never heard of it Not sure Base Online New Zealanders 15+ n=485 © Colmar Brunton 2010 11
    • How often do you visit the following sites? Facebook has the highest frequency of visitation with users on average logging in more than twice a day. LinkedIn has Average the least frequent visitations by members who check in on average once per week. Frequency (Approx) Facebook 22% 29% 24% 17% 4%1%3% 2.5 times per day Windows Live 6% 10% 13% 12% 8% 4% 46% Once per day Twitter Once every 2 4% 4% 4% 3% 9% 16% 59% days LinkedIn 2% 19% 12% 67% Once a week Once every 5 MySpace 1% 4% 2% 2% 8% 83% days 0% 20% 40% 60% 80% 100% 5 or more times a day 2-4 times a day Once a day Several times per week Once a week Several times a month Less often than once a month Q13: Base Member of a Social Network Site n=232 © Colmar Brunton 2010 12
    • Which sites are gaining momentum? Clearly Facebook has the largest momentum with 61% of users saying they use the site more now than they did 6 months ago and only 7% saying they use it less than they did six months ago. . 90% 70% 18% 61% 50% 2% 17% 24% 30% 60% 46% 39% 36% 32% 10% -10% -7% -23% -44% -40% -42% -30% -50% Facebook Windows Live Twitter MySpace Linkedin Use it about the same as 6 months ago Use it more often now than 6 months ago Use it less often now than 6 months ago Q15: Base Member of a Social Network Site n=232 © Colmar Brunton 2010 13
    • Profile of Active Social Networkers Active Social Networkers tend to be overrepresented in the younger age groups particulalry with 43% aged 15 – 29 and a further 33% aged 30 – 44. Total Sample Active Social Networkers Active Social Total Sample Marital Status % % Networkers Single 18% 26% Age % % Married 56% 47% 15-24 12% 21% Separated 6% 5% 25-29 13% 22% Widowed 2% 2% 30-34 9% 12% Domestic 15% 17% 35-44 20% 21% Partnership Number of % % 45-54 15% 10% children 55-64 17% 10% None 32% 48% 65 years plus 14% 4% One 9% 9% Gender % $ Two 29% 21% Male 47% 45% Three 18% 14% Female 53% 55% Four 9% 6% Five 1% 0% More than 5 1% 1% © Colmar Brunton 2010 14
    • How has online social networking changed how often you do each of the following activities? A quarter of people are saying they are spending more time on the Internet visiting websites as a result of social networking Visiting websites while at work, home 25% 66% 9% Watching TV 2% 74% 24% Listening to the Radio 3% 76% 21% Reading Magazines/Newspapers 2% 72% 27% 0% 20% 40% 60% 80% 100% Spending more time Spending the same amount of time Spending less time Q23: Base Member of a Social Network Site n=232 © Colmar Brunton 2010 15
    • Demographic Profile of Site Users Age Total Facebook LinkedIn* 15 – 24 12 16 26 28 27 8 25 – 29 13 17 26 16 14 5 30 – 34 9 10 16 13 10 22 35 – 44 20 21 14 21 19 28 45 – 54 15 13 14 10 10 12 55+ 31 22 5 12 19 26 Gender Male 47 45 49 47 57 62 Female 53 55 51 53 43 38 Base (Member of Site): 485 349 43 63 154 40 Base Online New Zealanders 15+ n=485 © Colmar Brunton 2010 16
    • Attitudinal Profile of Site Users Adoption of Technology Total Facebook LinkedIn* Innovators 20 23 37 38 31 35 Early Adopters 39 40 35 41 36 45 Majority 10 9 5 6 12 0 Laggard 31 28 23 15 21 20 Influencers „Others often look to 37 35 37 44 39 55 me for advice‟ „I often share and promote my ideas‟ 35 38 49 46 36 50 Base (Member of Site): 485 349 43 63 154 40 Base Online New Zealanders 15+ n=485 © Colmar Brunton 2010 17
    • Attracting Brand Followers
    • Who do you follow or keep up with on social networking sites? Predominantly social networking is about keeping up with friends and family. Around half say they follow co-workers. Around one in five social networkers say they have Companies or Brand s in their social networks. Friends 96% 18-34 Family 87% 55% Co-workers 44% Music bands or artists 22% Television shows/Movies 21% Companies or brands 18% Celebrities 14% News organisations 13% Radio programs 10% Political figures 7% Other 7% 0% 20% 40% 60% 80% 100% Membership Base Member of a Social Network Site n=232 © Colmar Brunton 2010 19
    • Social Media is primarily about Friends & Family - People Base Member of a Social Network Site n=232 © Colmar Brunton 2010 20
    • Twitter and MySpace users are more likely to be following People or Groups other than Family & Friends Who do you follow? Friends 96% 93% 97% 96% 92% Family 87% 87% 86% 83% 69% Co-workers 44% 44% 54% 45% 38% Music bands or artists 23% 45% 43% 26% 15% Television shows/Movies 22% 35% 30% 20% 19% Companies or brands 17% 33% 35% 12% 27% Celebrities 14% 33% 32% 16% 12% News organisations 13% 25% 19% 13% 27% Radio programs 10% 24% 16% 12% 12% Political figures 7% 16% 11% 7% 15% Other 7% 9% 14% 4% 8% Significantly different © Colmar Brunton 2010 Base Member of a Social Network Site n=232 21
    • Which Brands or Companies do you follow? © Colmar Brunton 2010 22
    • 60% Follow Brands for Info about Products and Service © Colmar Brunton 2010 24
    • 55% Follow Brands for Contests and Giveaways © Colmar Brunton 2010 25
    • 55% Follow Brands for Information on Events © Colmar Brunton 2010 26
    • 52% Follow Brands for Sales and Discounts © Colmar Brunton 2010 27
    • 45% Follow Brands because they like them © Colmar Brunton 2010 28
    • How would a brand‟s presence on a SN site impact it overall? Those people who follow a brand on a Social Network are much more likely to say they find the brand more appealing as a result of its presence. Total 9% 24% 59% 4% 3% Follow Brands 25% 30% 45% 0% 20% 40% 60% 80% 100% Much more appealing Somewhat more appealing The same Somewhat less appealing Much less appealing © Colmar Brunton 2010 29
    • 6 Key Challenges For Brands on Social Media
    • Challenge to Managing a Brand on the Social Web • Transparency – being open and honest with internal and external audiences at all times © Colmar Brunton 2010 31
    • Challenge to Managing a Brand on the Social Web • Scale – there are many more conversations about your brand than you are able to participate in. Know when to participate and when to sit out the conversation © Colmar Brunton 2010 32
    • Challenge to Managing a Brand on the Social Web • Which Tools to use - The right tools (apps and software) can save a lot of time, money and hassle © Colmar Brunton 2010 33
    • Challenge to Managing a Brand on the Social Web • Revenue – convincing the powers that be that there is a ROI to Social Media © Colmar Brunton 2010 34
    • Challenge to Managing a Brand on the Social Web • Building Relationships – not every contact is a sales opportunity for a Brand. Try listening, talking and engaging Picture please talking in an on going communicative relationship © Colmar Brunton 2010 35
    • Challenge to Managing a Brand on the Social Web • The future - businesses need to listen to their communities and embrace new ideas while having the administrative structure and openness to convert those ideas into practical services Source: mashable.com © Colmar Brunton 2010 36
    • Monitoring Your Brand Online
    • Free Tools For Online Monitoring of Your Brand © Colmar Brunton 2010 38
    • Paid Tools © Colmar Brunton 2010 39
    • Social Media Success Stories
    • IKEA and Facebook • Over a two-week period, IKEA uploaded images from showrooms to Facebook • First person to tag their name to a product in the pictures, won it © Colmar Brunton 2010 41
    • Pepsi Refresh 2010 • Submit ideas for improving your community / world • Winning ideas voted online, receive $ awards © Colmar Brunton 2010 42
    • Orange at Glastonbury • Orange created a site where people can tag themselves in a photo • Gave people a chance to connect via Social Media with people they may have met at Glastonbury © Colmar Brunton 2010 43
    • Burger King‟s Sacrifice a Friend on Facebook © Colmar Brunton 2010 44
    • Coke‟s Expedition 206 • Selected 3 diverse multilingual people as “Happiness Ambassadors” • Visit 206 countries in 365 days and report their adventures on SM sites © Colmar Brunton 2010 45
    • For further information please contact: David Sakey Colmar Brunton, a Millward Brown Company 6-10 The Strand Takapuna Auckland Phone (09) 919 9200 Email: davesakey@colmarbrunton.co.nz Twitter: @ColmarbruntonNZ breaking through
    • Important Information Market Research Society of New Zealand [MRSNZ] Code of Practice Colmar Brunton practitioners are members of the MRSNZ are obliged to comply with the MRSNZ Code of Practice. A copy of the Code is available from the Executive Secretary or the Complaints Officer of the Society. Confidentiality Reports and other records relevant to a Market Research project and provided by the Researcher shall normally be for use solely by the Client and the Client‟s consultants or advisers. Research Information Article 25 of the MRSNZ Code states: a. The research technique and methods used in a Marketing Research project do not become the property of the Client, who has no exclusive right to their use. b. Marketing research proposals, discussion papers and quotations, unless these have been paid for by the client, remain the property of the Researcher. c. They must not be disclosed by the Client to any third party, other than to a consultant working for a Client on that project. In particular, they must not be used by the Client to influence proposals or cost quotations from other researchers. Publication of a Research Project Article 31 of the MRSNZ Code states: Where a client publishes any of the findings of a research project the client has a responsibility to ensure these are not misleading. The Researcher must be consulted and agree in advance to the form and content for publication. Where this does not happen the Researcher is entitled to: a. Refuse permission for their name to be quoted in connection with the published findings b. Publish the appropriate details of the project c. Correct any misleading aspects of the published presentation of the findings Electronic Copies Electronic copies of reports, presentations, proposals and other documents must not be altered or amended if that document is still identified as a Colmar Brunton document. The authorised original of all electronic copies and hard copies derived from these are held to be that retained by Colmar Brunton. © Colmar Brunton 2010 47