How are young people using social media?

How are young people using social media? Analysis commissioned by DIUS from Forrester’s European Technographics study Steph Gray Rebecca Jennings DIUS Social Media Forrester Research September 2008

Technographics survey: July 2008 • 14,193 respondents across Europe, of which 2,006 in the UK • This survey is based on online consumers who are members of Ipsos-MORI online panel • Ipsos weighted the data by age, sex and online tenure to demographically represent the online adult European population per country • Ipsos fielded the survey in July 2008 and motivated respondents with various incentives • Confidence interval of around + or - 3% when the data is analyzed at UK level 2

Question areas • How often you use the internet • How many hours are you actively online each week • Where you go online from • What else you’re doing while you’re online • What kind of online activities do you do • Putting your own opinions, videos, music and photos online • Contributing to, organising or “tagging” content on websites • Consuming content, including social content, on websites • How often you visit social networking sites • Main social networking site • What you did the last few times you visited • Attitudes towards social networking sites • Attitudes towards virtual worlds 3

Most young people are online every day – but no more frequently than internet users generally How often do you go online? Base: 154 13-15 year olds, 107 16-19 year olds, 1586 16-64 year olds Source: Forrester Technographics Media and Marketing Study Q3 2008 4

They go online from a greater variety of places Go online at the following locations (multiple answers allowed) 7% At any other place (e.g. 50% internet cafe) Age 16-19 inc. 13% At a friends' place 57% 95% At work 6% At school/college/ 39% university/library Age 13-15 inc. 1% At home 85% 95% 6% 14% Age 16-64 inc 38% 11% 95% 0% 20% 40% 60% 80% 100% Base: 154 13-15 year olds, 107 16-19 year olds, 1586 16-64 year olds Source: Forrester Technographics Media and Marketing Study Q3 2008 5

For young people, internet use is a social activity What do you do whilst using the internet/emailing at home? 66% Eat 72% 54% 63% Have the TVon 58% 55% 56% Have friends over 54% 19% 64% Listen to music/radio on your PC 55% 35% Listen to music/radio (not on your 49% PC) 42% 43% 46% Age 16-19 inc Telephone people 32% 41% 32% Age 13-15 inc Playcomputer/PC games 43% 22% Age 16-64 inc 10% Read newspapers/magazines 5% 11% Never do anything else while 2% online 3% 11% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Base: 154 13-15 year olds, 107 16-19 year olds, 1586 16-64 year olds Source: Forrester Technographics Media and Marketing Study Q3 2008 6

They watch less TV and surf more than adults: but TV still takes up more time Hours per week spent: Watching TV on a TV (not on a 11.7 computer) 12.2 14.0 Using the Internet for personal 10.6 purposes 8.3 9.7 5.9 Watching videos/DVDs 5.0 3.4 Playing video games on a 4.8 Age 16-19 inc. console 6.0 2.0 Age 13-15 inc. 4.4 Age 16-64 inc Listening to the radio 2.0 6.7 Playing video games on a 3.7 computer 3.5 1.9 Using the Internet for work 2.3 purposes 1.5 3.7 1.9 Reading paper magazines 1.2 1.5 0.8 Reading paper newspapers 0.5 2.0 Hours per week 0 2 4 6 8 10 12 14 Base: 154 13-15 year olds, 107 16-19 year olds, 1586 16-64 year olds Source: Forrester Technographics Media and Marketing Study Q3 2008 7

Young people are far more likely to visit social network sites, or watch content from other users Frequency of visiting/consuming social content (at least monthly): 22% Listen to podcasts 23% 11% 31% Age 16-19 inc Read customer ratings/reviews of 25% products or services 35% Age 13-15 inc 37% Read online forums or discussion 28% groups 30% Age 16-64 inc 56% Listen to or download audio/music 56% from other users 24% 66% Watch video from other users (e.g. 74% YouTube) 41% 57% Read blogs 54% 24% 77% Visit social networking sites 64% 40% 67% Update/maintain a profile on a social 53% networking site 31% 0% 10% 20% 30% 40% 50% 60% 70% 80% Base: 154 13-15 year olds, 107 16-19 year olds, 1586 16-64 year olds Source: Forrester Technographics Media and Marketing Study Q3 2008 8

Income/social grade doesn’t seem to be a key influencer when it comes to social media Frequency of visiting/consuming social content (at least monthly): Base: 2006 Online UK Consumers Source: Forrester Technographics Benchmark Study Q3 2008 10

Commenting more popular than editing wikis, using RSS or taking part in forums Frequency of contributing to social content (at least monthly) 7% Vote for websites online 8% 5% Age 16-19 inc Add labels or tags to Web pages, 13% 8% online photos, etc.quot; 7% Age 13-15 inc Use RSS (Really Simple 6% 3% Age 16-64 inc Syndication) feeds 4% 4% Contribute to/edit articles in a wiki 3% 3% Contribute to online forums or 21% discussion groups 16% 18% Post ratings/reviews of products or 12% services 10% 11% 36% Comment on someone else's blog 35% 13% Add comments to someone's profile 62% on a social networking site 51% 26% 0% 10% 20% 30% 40% 50% 60% 70% 80% Base: 154 13-15 year olds, 107 16-19 year olds, 1586 16-64 year olds Source: Forrester Technographics Media and Marketing Study Q3 2008 11

One in four young people are bloggers, and rising Frequency of putting own opinions/content on the internet (at least monthly) Write articles, stories, 3% poems etc. and post them 8% online 4% 18% Publish or update your own 19% Web pages 10% 25% Upload photos to a public 16% website 12% Age 16-19 inc 20% Upload audio/music you 12% created to a public website Age 13-15 inc 6% 19% Age 16-64 inc Upload video you created 17% to a public website 8% 25% Publish, maintain or update 31% a blog 11% 0% 10% 20% 30% 40% 50% 60% 70% 80% Base: 154 13-15 year olds, 107 16-19 year olds, 1586 16-64 year olds Source: Forrester Technographics Media and Marketing Study Q3 2008 13

Usage of IM, YouTube and main social networking sites is particularly high amongst young people Percentage of consumers who use these sites on a least a weekly basis 68% Google 76% 69% 40% Probably reflects MSN 53% 22% the popularity of 51% You Tube 66% MSN Messenger 27% 32% Yahoo! 29% 31% 31% Bebo.com 43% 7% 16% Age 16-19 inc Wikipedia 16% 19% 54% Age 13-15 inc MySpace 38% 11% Age 16-64 inc 7% MSN Groups 5% 2% 54% Facebook 41% 29% 7% Google Groups 10% 8% 10% Windows Live Spaces 8% 6% 0% 10% 20% 30% 40% 50% 60% 70% 80% Base: 154 13-15 year olds, 107 16-19 year olds, 1586 16-64 year olds Source: Forrester Technographics Media and Marketing Study Q3 2008 15

Social networking is a daily habit for at least a quarter of young people Percentage of consumers who use these sites on a least a daily basis Base: 154 13-15 year olds, 107 16-19 year olds, 1586 16-64 year olds Source: Forrester Technographics Media and Marketing Study Q3 2008 16

Bebo dominates amongst early teens, though loses ground to Facebook and MySpace as they get older Which is your main networking site? Base: 2006 Online UK Consumers Source: Forrester Technographics Benchmark Study Q3 2008 17

How young people use social networking sites is similar to everyone else - perhaps more ‘social’? Done on last visit to social networking site 78% Read updates from my friends 81% 66% 75% Looked at profiles of people I know 75% 62% 69% Sent a message to someone 73% 56% 65% Looked at my friend's photos 63% 49% 57% Posted/updated my profile 55% 43% 27% Sent a friend/connection request 37% 30% 17% Searched for someone that I used to know 10% 29% Age 16-19 inc 29% Updated my status 34% 28% Age 13-15 inc 27% Looked at profiles of people I don't know 23% 18% 17% Age 16-64 inc Took a quiz 23% 17% 12% Added an application 19% 17% 14% Joined a group 11% 15% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Base: 124 13-15 year olds, 93 16-19 year olds, 920 16-64 year olds who visit social network sites Source: Forrester Technographics Media and Marketing Study Q3 2008 18

Attitudinally, young people feel virtually no different about social networks than others Percentages of online consumers who agree: 78% I generally tell the truth on my social network page/profile 76% 80% 42% I am very concerned about my privacy on social network sites 48% 49% I spend less time on social networking sites now compared to a 49% 40% few months ago 45% I'm annoyed by the number of friends &/or application invites 26% sent to me on social networking sites 32% 30% Brands should create special applications or provide unique 20% 24% Age 16-19 inc content on social networking sites 18% 22% Age 13-15 inc I use my network to ask questions and to look for information 21% 19% 17% Age 16-64 inc I think more highly of brands or companies that my friends have 20% connected to 14% I'm comfortable receiving advertising on social networking sites 15% based on my profile/activities 18% 18% 13% I have added a brand as a friend on a social networking site 13% 11% 0% 20% 40% 60% 80% 100% Base: 124 13-15 year olds, 93 16-19 year olds, 920 16-64 year olds who visit social network sites Source: Forrester Technographics Media and Marketing Study Q3 2008 19

Few young consumers seem interested in virtual worlds (but do they know what they are?) “A virtual world is a computer-based simulated environment intended for its users to inhabit and interact via virtual reality. This type of virtual world is now most common in massively multiplayer online games (e.g. Second Life). Have you ever heard of virtual worlds?” I hav nev heard of v e er irtual worlds before this surv ey. I hav heard of v e irtual worlds, but I'm not interested in joining one I hav heard of v e irtual worlds, and I am interested in using one. I belong to at least one v irtual world, but rarely v isit it I belong to at least one v irtual world and often v isit it I used to visit some of these v irtual worlds, but am not using them anymore Age 16-19 inc 28% 50% 9% 6% 2% 6% Age 13-15 inc 29% 42% 11% 3% 8% 8% 1% Age 16-64 inc 36% 50% 8% 2% 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Base: 154 13-15 year olds, 107 16-19 year olds, 1586 16-64 year olds Source: Forrester Technographics Media and Marketing Study Q3 2008 20

Engagement with social media is high amongst young people 16-64 13-15 16-19 Publish a blog Publish your own Web pages 19% 43% 42% Creators Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services 27% 47% 44% Critics Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds 11% 15% 21% Collectors Add “tags” to Web pages or photos “Vote” for Web sites online 40% 66% 77% Joiners Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users 59% 84% 79% Spectators Listen to podcasts Read online forums Read customer ratings/reviews 29% 10% 10% Inactives None of the above Groups include people participating in at least one of the activities monthly. 21

Summary (i) • Going online is a social experience, not just a solitary one • Young people watch less TV and listen to less radio than general online population, watching DVDs, playing video games, and surfing instead • Much bigger users of multimedia content online: podcasts, music, video • Every day, half of younger teens use IM, a third visit YouTube and a quarter use social networking sites 22

Summary (ii) • Young people read blogs and use social networking much more than average internet users - and nearly one in three are active bloggers • But they aren't social media geeks: they comment on things, but very few use RSS, wikis, tagging - or virtual worlds • Maybe because they are less prolific consumers, reviews and ratings are a lower priority for young people • Bebo is the leading network for younger teens; Facebook/MySpace for older • But nearly half say they're spending less time social networking online than before, and a similar proportion are very concerned about privacy - in line with what other internet users say 23

Challenges and implications • If young people surf with friends, what does that mean for the online experiences we design for them? • As media consumption fragments, what will integrated marketing campaigns aimed at engaging young people look like in future? • Where are the appropriate online spaces to engage young people with public service messages? • How do we learn from talented young bloggers and commenters? • How much tech savvy can we assume young people have? • How we do address the privacy concerns of young people? 24

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How are young people using social media?

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