US Social Media Trends Final October_2011_slideshare_short
 

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The following report is a “GlobalWebIndex Market Report” that provides a complete overview of consumer adoption of social media in the United States. The five completed waves of the GlobalWebIndex ...

The following report is a “GlobalWebIndex Market Report” that provides a complete overview of consumer adoption of social media in the United States. The five completed waves of the GlobalWebIndex research project since July 2009 have revealed the most detailed understanding of the state of social media ever compiled. Building on that, this report explores social media adoption in the US across all key social platforms and compares adoption levels in US to those in the Americas and globally (27 GWI Markets).

Full 100+ page version available at: http://globalwebindex.net/report-page/wave-5-usa-social-media-report/

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US Social Media Trends Final October_2011_slideshare_short Presentation Transcript

  • 1. W A V E 5 U SS O C I A L M E D I A R E P O R TS L I D E S H A R E E X T R A C T O c t o b e r 2 0 11
  • 2. Welcome to the US Social Media Market Report: October 2011The following is an extract from a “GlobalWebIndex Market Report” that provides a complete overview of consumer adoption of social media in theUnited States. The five completed waves of the GlobalWebIndex research project since July 2009 have revealed the most detailed understanding of thestate of social media ever compiled. Building on that, this report explores social media adoption in the US across all key social platforms and comparesadoption levels in US to those in the Americas and globally (27 GWI Markets).As one of our market reports, it contains a large volume of data, which is generated to provide you with a resource to apply to your work. We alsoproduce “Trend Reports” which are more focused on identifying themes in the way that consumers are adopting and using the internet. Some of thesethemes are touched on in this report. However, the main aim is to provide a detailed and comprehensive view of American consumer adoption, soinsights are more focused on the micro level.To access the full report visit: http://globalwebindex.net/report-page/wave-5-usa-social-media-report/ Social Social Micro- Forums / Photo Video Market Blogging Networking blogging BBS Sharing Sharing Overview USA Americas Global
  • 3. R E P O R T H I - L I G H T S
  • 4. Key Insights• Social media is a core part of how consumers use the internet in the US and usage has reached an incredible level of maturity. Usage is growing in older and laggard consumer segments, catching the younger groups who pioneered adoption.• Social networking and photo sharing are the leading online social channels in the US.• Social networking and video sharing are the fastest growing platforms.• Product reviews, Q&A services and forums have the smallest differences between young and old consumers.• Despite the rise of Twitter, there are still 50% more bloggers in the US.• There is massive diversity in behaviour between demographics. For example, Hispanics are more active on social networks, higher income groups on blogs, and urban segments (as opposed to suburban or rural internet users) are more active across all platforms. This emphasises the need to develop specific insights into how your target audience and customers use social media.• High income and education segments are more likely to drive adoption of social media through mobile and tablets.• There is shift to more passive usage of social networks with users consuming content and interacting with brands but less likely to contribute themselves. This is good news for marketers who want to develop a content programme.
  • 5. Online Actions / Behaviour (PC) Done In The Past Month US: We can see from the last five waves of data 100% USA Wave1 - Jul 2009 USA Wave2 - Feb 2010 on consumer internet behaviour that there 90% USA Wave3 - Sep 2010 USA Wave4 - Feb 2011 has been a very consistent access profile. USA Wave5 - Jun 2011 Crucially for social media, it is clear that it 80% is an integral part of how US internet users 70% engage online. 60% •Social networking is the lead point of 50% behaviour for contribution. It has been growing, but seems to have peaked in 40% February 2011 (Wave 4); 30% •Instant Messenger has been the major looser 20% as internet users shift to networked 10% environments and mobile over peer to peer devices. We also see a rise in people 0% messaging via VOIP; •Microblogging in the US is stagnant in terms of consumer adoption. This proves that most of Twitter’s recent growth can be attributed to international adoption; •Webmail usage is still increasing despite the hype about social networking messaging replacing email; •Blogs are declining, a pattern seen on a global scaleBase: Wave 1 (Sep 2009)-5 June 2011Question: Which of the following have you done online in the past month? – Have done.
  • 6. Social Media – Core Demographic Overview Written your own blog Reviewed a product Asked/answered a question on a Q/A bookmark service Commented on a Uploaded photos blogging service Managed social or brand online network profile Used a social Used a micro Posted on a forum/BBS service online story Male 21% 29% 47% 28% 41% 34% 8% 13% 12% Gender Female 22% 26% 55% 26% 42% 49% 5% 10% 12% 16 to 24 33% 35% 73% 37% 46% 63% 15% 25% 23% 25 to 34 23% 37% 67% 35% 45% 54% 11% 16% 16% Age Groups 35 to 44 18% 28% 56% 25% 40% 41% 5% 11% 11% 45 to 54 20% 19% 36% 20% 40% 29% 2% 8% 8% 55 to 64 15% 19% 27% 19% 39% 27% 1% 2% 4% Asian/Pacific Islander 23% 35% 55% 38% 49% 50% 15% 23% 24% Black/African American 32% 30% 50% 23% 48% 46% 6% 16% 16% Ethnicity Hispanic 30% 34% 61% 30% 52% 56% 8% 23% 19% White/Caucasian non Hispanic 20% 26% 50% 26% 40% 40% 6% 10% 10% Single 26% 32% 59% 34% 44% 46% 11% 17% 16% In a relationship 26% 30% 65% 31% 42% 51% 7% 16% 13% Marital Status Married 19% 25% 47% 23% 41% 40% 5% 9% 10% Divorced/widowed 18% 22% 39% 24% 38% 27% 3% 8% 8% Schooling until age 16 30% 28% 49% 30% 46% 45% 10% 18% 14% Schooling until age 18 21% 19% 48% 23% 46% 45% 3% 9% 8% Final Education Level Trade/technical school or college 21% 25% 43% 25% 46% 37% 4% 9% 9% University 22% 31% 58% 28% 43% 43% 9% 13% 14% Post graduate 17% 34% 55% 32% 41% 44% 9% 14% 16% Rural context 18% 20% 47% 20% 41% 35% 4% 7% 10% Living Context Suburban context 20% 27% 52% 27% 40% 43% 6% 12% 11% Urban context 28% 34% 55% 34% 46% 47% 12% 17% 15%Base: All Internet Users Wave 5 June 2011Question: Question: Which of the following have you done online in the past month? – Have done, but not in the past month
  • 7. Which Of The Following Sites Have You Visited In The Past Month? We can see from the last five waves of data 100% Wave1 - Jul 2009 USA Wave2 - Feb 2010 USA clear growth of social networking Wave3 - Sep 2010 USA Wave4 - Feb 2011 USA 90% Wave5 - Jun 2011 USA Chatroom and forum visitation has declined demonstrating the shift from old static social 80% into more networked real time platforms 70% Social video is still showing growth as an access point 60% All platforms, with the exception of social 50% networking, demonstrate some seasonality in access 40% 30% 20% 10% 0% Chatroom/forum A photo sharing Consumer review A blog/weblog A video sharing site A social networking website site websiteBase: Wave 1 (Sep 2009)-5 June 2011Question: Which of the following sites have you visited in the past month? – Have done.
  • 8. “Social Networking is saturated in the US and behaviour is shifting into a more passive usage. Visitation remains high, but users are doing less” “Three platforms dominated, Facebook, MySpace and LinkedIn. LinkedIn is showing significant growth and Facebook has reached absolute market saturation”Key Insights “Mobile platforms are the key growth points and starting to erode PC access” “Sharing video content is growing, despite a fall in most active activities”
  • 9. A C C E S S T H E R E P O R T
  • 10. What do you get?• Access to the most detailed study ever conducted on how consumers use social media• A 104 page PPT report, containing a mix of data, graphs and insights into market trends• Overview of the US social media market, context in global mega trends, deepdive into social networking, blogging, micro-blogging, forums and photo sharing• Comparisons to global markets, trends over time and splits by key demographics, such as age, gender, education status, ethnicity, living status, income, US state, children in household and urban status• Includes one request for custom output from the GlobalWebIndex Analyst team. This covers one question and one specific analysis (it could be any of the 160 questions in the survey, not just what is covered in this report); for example “I want to know what applications high income US consumers are downloading” or “who writes blogs about music in the US”. This is provided inside 24 hours, on proof of purchase, in PPT and excel format• The option to utilise our analyst team on request, which enables you to source any possible further insight as explored in this report. For a full list of questions, visit: http://globalwebindex.net/explore-the-data/introduction/
  • 11. Detailed Report Coverage Question Variable Data Period Trend Audience Americas ( AGE GROUPS EDUCATION ETHNICITY INCOME REGION US Global US + Canada + Mexico + Brazil + Argentina) (US ONLY) (US ONLY) (US ONLY) (US ONLY) (US ONLY)Social Web Behaviour/Actions Have Done AllSocial Web Behaviour/Actions Have Done Wave 5 Have done but not inSocial Web Behaviour/Actions Wave 5 the last monthSocial Web Behaviour/Actions Never Done Wave 5Social Web Behaviour/Actions Not Heard Of Wave 5Access Points Wave 5Blog Platforms Wave 5Blog Platforms AllBlog Types of Content Post Wave 5Blog Topics of Content Post Wave 5Blog Frequency of Update All Wave 5Blog Motivations Wave 5Photo Sharing Motivations Wave 5
  • 12. Detailed Report Coverage Continued Data Question Variable Period Trend Audience Americas AGE GROUPS EDUCATION ETHNICITY INCOME REGION US Global (US + Canada + Mexico + Brazil + Argentina) (US ONLY) (US ONLY) (US ONLY) (US ONLY) (US ONLY)Microblog Platforms AllMicroblog Actions Wave 5Microblog Frequency of Update All Wave 5Microblog Motivations Wave 5Social Network Platforms AllSocial Network Platforms Wave 5Social Network Activities AllSocial Network Frequency of Update All Wave 5Social Network Motivations Wave 5Social Network Group Motivations Wave 4Chat-rooms, Forums, Message BoardsPlatforms Wave 5Chat-rooms, Forums, Message Boards Types Wave 5Chat-rooms, Forums, Message Boards Types AllChat-room, Forum, Msg Board Motivations Wave 5Photo Sharing Platforms AllPhoto Sharing Platforms Wave 5Photo Sharing Motivations Wave 5
  • 13. Who Is This Report For?• Typical User: • Types of questions it answers: – Social Media Marketer – What are the most popular social platforms in the US? – Communications planner – What consumers are most active in certain platforms? – Agency planner or research – How many US consumers are involved in social media? – Researcher – What states are most engaged? – Business Owner – Should I be focusing on PC, or mobile channels? – Analysts – Do people still use MySpace? – Should my brand really be on Twitter? – How do people use social networks?• Purpose: – Developing US social media strategy – Structuring your social media business – Developing effective social media campaigns – Making the case for social media investment – Understanding the reality of US trends
  • 14. Customising the data set• We understand the need for custom view of all data, so all purchasers of Demographics this report can request a custom analysis of a specific question in this report for no additional charge• For example you may want to analyse which social network platforms are used by people with a appetite for “high risk”, or people in “senior job roles” or “buyers of haircare products”. It does not include specific brand Attitudes data, this can be supplied at a additional fee• As the survey is extremely detailed, we can normally create any audience Any or customer segment you can define Question• This will be supplied to the purchaser within 24 hours in PPT and excel format Employment• To make your data request contact the insight team on globalwebindex@trendstream.net Purchasing
  • 15. A B O U T T H E R E S E A R C H
  • 16. “The most detailed research studyever instigated into the consumeradoption of the internet”
  • 17. Delivered In All Key Internet Markets Waves 1 - 4 Wave 5 Wave 6 Wave 7 Wave 8 Future Waves
  • 18. Filling A Critical Knowledge Gap 1000+ 160 100K+ 3 Waves of 27 markets variables questions surveys a + Research + in Wave 5 + to build an + on internet year a Year audience and social Insight Strategy Planning Creativity ROI
  • 19. Research Universe: Methodology• Self completion online Surveys PC Browser Access• Identical global survey – localised by language, brands and examples Mobile Access• 3 fieldwork periods a year Console Access• Online representative sample that covers all access points Tablet Access• Fieldwork is executed by Lightspeed Research (WPP) TV Access• This data can only be sourced through surveys
  • 20. Timeline: 3 Waves Per Year. USA Core Market From Wave 1 (Sep 2009) Wave 1 (Sep Wave 2 Wave 3 Wave 4 Wave 5 Wave 6 Wave 7 2009) Jan Sep Feb June Oct Feb July 2010 2010 2011 2011 2011 2011 200916 Markets 16 Markets 18 Markets 22 Markets 27 Markets 30 Markets 33 Markets16K Internet 16K Internet 18K Internet 21K Internet 23K Internet 27K Internet 31K Internet Users Users Users Users Users Users Users US: 2K US: 2K US: 2K US: 2K US: 2K US: 2K US: 4K Internet Internet Internet Internet Internet Internet Internet Users Users Users Users Users Users Users
  • 21. Details On US Research UniverseWe estimate that there are 211m active (access once a month or more)internet users aged 16-64 in the United States. This makes the US thesecond biggest internet market in the world after China. However, the USis a very mature market, which means the make up of the internet universeis a very close mirror to the total population. Below are the sample splits asestimated in universe figures. Gender Split (m) Age Split (m) Education Split (m) 26.53 Trade/technical school 39.28 37.62 or college 16 to 24 66.07 Schooling until age 16 25 to 34 Female 101.91 110.29 35 to 44 Schooling until age 18 Male 45.48 40.96 45 to 54 66.46 55 to 64 9.09 University 48.85 44.06 Post graduate