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Facebook Fatigue?  Mike Vorhaus, Magid Advisors
 

Facebook Fatigue? Mike Vorhaus, Magid Advisors

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    Facebook Fatigue?  Mike Vorhaus, Magid Advisors Facebook Fatigue? Mike Vorhaus, Magid Advisors Presentation Transcript

    • Facebook Fatigue – Fact or Fiction0March 14, 2013 © 2013 Frank N. Magid Associates, Inc.
    • Research Sources  Video Entertainment Study: Includes 1,500 consumers ages 12 and older and was conducted in November 2012. The national sample was managed to reflect the US population in gender, age, ethnic background, and area of residence.  Magid Media Futures: A nationally representative online survey of 2,540 people, between the ages of 8 and 64. The sample is matched to the US Census. The study evaluates attitudes and behaviors of media and entertainment consumers. Data was collected from March 19 through March 26, 2012.  Social Media Study: Includes 2,000 12-64 year old US social media users (defined as those who use Facebook, Twitter, Google+, LinkedIn and/or Pinterest). Fielded in September 2012. The study was launched to explore the differences among key social networks, how and where consumers want to engage with brands, and where behaviors are trending.1 © 2013 Frank N. Magid Associates, Inc.
    • Social Media Trends2 © 2013 Frank N. Magid Associates, Inc.
    • Social Media Growth Slowing as Reaches Majority of Users 81% of Internet users 12-64 say they use social media, the same as last year. 62% say they do so regularly. % of Internet Users 12-64 Who Use Social Networks Regularly 70% 60% 62% 60% 58% 55% 8% 8% 12-17 8% 50% 9% 11% 10% 18-24 41% 10% 40% 38% 10% 7% 13% 14% 25-34 7% 13% 30% 8% 12% 9% 35-44 11% 11% 11% 20% 11% 9% 13% 45-54 8% 10% 10% 10% 10% 7% 7% 4% 5% 6% 8% 8% 55-64 0% 4% 2008 2009 2010 2011 2012 Est. 2013 Est. 2013 MMF 2008-2012. Which of the following activities do you do online regularly? Those who answered ‘Use social networking sites such as3 Facebook, MySpace, Twitter, etc.’ Base: Non-users, N=899. Do you intend to start using social networks in the next 12 months? Those who © 2013 Frank N. Magid Associates, Inc.
    • Social Network Use Ubiquitous Across Most Age Groups 71% of 12-34 year olds use social networks regularly % of Internet Users Use Social Networks Regularly – By Age Total 12-17 18-24 25-34 35-44 45-54 55-64 80% 72% 70% 73% 69% 66% YOY 60% 60% Growth 50% 53% Total 3% 45% 12-17 0% 40% 18-24 1% 25-34 0% 30% 35-44 8% 41% of 8-11 year olds 20% use social networks 45-54 6% regularly 55-64 32% 10% 0% 2008 2009 2010 2011 2012 MMF 2008-2012. Which of the following activities do you do online regularly? Those who answered4 ‘Use social networking sites such as Facebook, MySpace, Twitter, etc. ‘ © 2013 Frank N. Magid Associates, Inc.
    • Social Media Users Spend an Average of 2.4 Hours Per Day Using Social Networks; Time Spend Remains Steady Year Over Year Hours/Day Spent 2011 2012 4.8 5 % of time spent on social networks per day: • Facebook: 54% • YouTube: 16% • Twitter: 6% • Google+: 5% 2.4 2.4 • Pinterest: 3% • Tumblr: 2% • Instagram: 2% Watching TV on a TV Using social networks set Base: Total social media users, N=2000. How many hours do you spend on social networking sites on an5 average day? TV time spend data based on Magid Media Futures 2011, 2012. © 2013 Frank N. Magid Associates, Inc.
    • Facebook Use Is Universal, User Growth Has Peaked; Instagram, Google+ and Pinterest Demonstrate Major Growth Which of the following social media do you use? 2012 2011 93% Facebook 96% 62% YouTube 45% 36% Twitter 30% Up 275% 30% Google+ 16% 22% LinkedIn 18% Up 88% 20% Pinterest* 13% 16% MySpace 14% Instagram* 15% Up 54% 4% 11% Tumblr Down 3% Foursquar 6% e 4% *2011 Pinterest and Instagram data from six months ago/April 2012. Base: Total social media users6 12-64, N=2000. Q1. Which of the following social media do you use? © 2013 Frank N. Magid Associates, Inc.
    • Different Sites Attract Different Demographics % Social Media Users Use Each Site Demos of Heaviest Users Facebook 93% F18-34 YouTube 62% M18-34 Twitter 36% M18-34, Hispanic Google+ 30% M25-34, F12-17 LinkedIn 22% M35-64, high HH income Pinterest* 20% Female (71%), 25-34, high HH income MySpace 16% 18-24 Instagram* 15% M18-24, F12-34, Hispanic, African American Tumblr 11% 18-34, high HH income Foursquare 6% Female (57%), 12-34, Hispanic, high HH income Base: Total social media users 12-64, N=2000. Q1. Which of the following social media do you use?7 © 2013 Frank N. Magid Associates, Inc.
    • Niche Social Media and Mobile Centric Social Media Will Experience the Most User Growth in the Next Year % New User Growth Expected in Next 12 Months Path 105% Fancy 95% Klout 94% Reddit 86% Foursquare 70% Instagram 58% Pinterest 43% Tumblr 34% Google+ 28% Twitter 22% MySpace 20% LinkedIn 20% YouTube 10% Facebook 2% Base: Those who don’t currently use each social network, N(Range)=148-1,960. Q44 You mentioned that you8 do not use these social networks. Which are you likely to start using in the next 12 months? Select all that apply. © 2013 Frank N. Magid Associates, Inc.
    • Facebook Satisfaction Has Slightly Waned. Google+ Satisfaction Growth is Very impressive. YouTube Leads the Pack. How satisfied are you with these social networks? (Net percent satisfied/very satisfied*) 2012 2011 84% YouTube 70% Instagram 69% Tumblr 65% Pinterest 63% Fancy 62% Facebook 65% 61% Twitter 50% 60% Foursquare 75% 58% Google+ 44% 47% Path9 Base: Users of each site, N(Range)=40-1,852. Q34. How satisfied are you with these social © 2013 Frank N. Magid Associates, Inc. networks? (*Percent Very Satisfied/Satisfied- Not at all satisfied/ Not satisfied)
    • Engagement Will Increase Most on YouTube, Instagram, and Pinterest Over Next Year Over the next 12 months, do you expect the amount of time you spend using these social networks to increase, stay the same or decrease? (Net % users increase time spend*) YouTube 15% Instagram 15% Pinterest 9% Twitter 6% Foursquare 5% Tumblr 5% Google+ 5% Facebook 2% LinkedIn 1% Base: Magid Social Media Study: Social Media Network User Base. N(Range)=82-1,852. Q42. Over the next 12 months, do you expect the amount of time you spend using these social networks to increase, stay the10 same or decrease? (*Net: Increase-Decrease) © 2013 Frank N. Magid Associates, Inc.
    • Engagement with Brands11 © 2013 Frank N. Magid Associates, Inc.
    • Sponsored Content Gaining Traction; Twitter Sponsored Content More Likely to Drive Clicks vs. Facebook How often do you click on sponsored content on Facebook/Twitter? 50% 47% Facebook Twitter 45% 39% 40% • Facebook: 14% weekly 35% • Twitter: 21% weekly 30% 25% 23% 21% 20% 19% 15% 15% 13% 10% 10% 8% 5% 4% 0% Several About once About once Less than Never times a a week a month once a week month Base: Facebook Users N=1,620, Twitter users, N=367. Q76. How often do you click on sponsored content on Facebook? By sponsored content, we are referring to the small text and images that appear on your Facebook newsfeed that refer to offers, deals and information from companies, brands, and products that you may or may not already follow on Facebook. Q109.4. How often do you click on sponsored Tweets? By sponsored Tweets, we12 are referring to the ‘promoted’ Tweets that show up in your feed from sources you don’t follow. © 2013 Frank N. Magid Associates, Inc.
    • Mobile Social Media13 © 2013 Frank N. Magid Associates, Inc.
    • Half of Smartphone Users and Half of Tablet Users Use Social NetworksRegularly; Significant Growth in Use on Both Devices in Last Year Which of the following do you do regularly? Smartphones Tablets Check email 68% 63% Access the Internet 66% 65% Get weather information 56% 45% Listen to music 53% 42% Download and use apps 53% 48% Play games 52% 59% Get maps/directions 52% 37% • Smartphone social network 50% use: Up from 30% in 2011 Use a social network 48% • Tablet social network use: Up from 40% in 2011 Watch Video 33% 54% • Smartphone and tablet social media users skew 18-34; Get local news 30% tablet SNS users skew male 38% In-store shopping assistance 9% 15% Magid Mobile Study, 2012. Section Data: N(Range)=1,620-600. Same question in different sections.14 Which of the following things do you do regularly on your mobile phone/tablet? Select all that apply. © 2013 Frank N. Magid Associates, Inc.
    • Instagram and Foursquare Most Accessed Social Networks on Mobile; LinkedIn Lags Behind in Mobile Use % of Users Who Access the Site via Mobile/Smartphone Instagram 64% Foursquare 55% Twitter 46% +45%YOY Facebook 42% +35% YOY Tumblr 39% YouTube 38% Pinterest 31% Google+ 31% +41% YOY Reddit 28% MySpace 21% LinkedIn 21% +11% YOY15 Base: Magid Social Media Study. Social network users. N(Range)=82-1,852. Q32. What devices do © 2013 Frank N. Magid Associates, Inc. you use to access these social networks? Select all that apply.
    • Roughly 18% of a Social Network’s User Base Has Accessed the Network Using a Tablet % of users of each site who access the site via tablet YouTube 18% Foursquare 18% Instagram 18% Pinterest 18% Twitter 18% +80% YOY Google+ 16% +78% YOY Facebook 16% +167% YOY Tumblr 14%16 Base: Magid Social Media Study. Social network users. N(Range)=123-1,852. Q32. What devices do © 2013 Frank N. Magid Associates, Inc. you use to access these social networks? Select all that apply.
    • Mike Vorhaus President, Magid Advisors mvorhaus@magid.com17 © 2013 Frank N. Magid Associates, Inc.