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2010 Social Networking Report
 

2010 Social Networking Report

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Presentation that shows the market penetration of social media and its impact on our lives over the last three years.

Presentation that shows the market penetration of social media and its impact on our lives over the last three years.

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    2010 Social Networking Report 2010 Social Networking Report Presentation Transcript

    • 2010 Social Networking Report June 10, 2010 © 2010 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian Information Solutions, Inc.
    • 2010 Social Networking Report Experian Simmons Forward thinking marketers leverage the power of social networking sites like Facebook, MySpace, Twitter and more to connect to consumers in a more personal and meaningful way. That's why Experian Simmons is focusing on social networking in this issue of Consumer Insights, featuring the freshest insights available from the latest Simmons New Media Study. The 2010 Social Networking Report provides the hard data behind this consumer revolution, including the fact that fully 66% of online Americans use social networking sites today, up from just 20% in 2007. Social networking is an increasingly addictive activity, with nearly half of those who access such sites (43%) reporting that they visit them multiple times per day. While users of social networking sites may have initially signed up to better keep in touch with friends, a growing number say they now use sites like Facebook to connect with family members. An astounding 70% of social networkers keep in touch with family via their various online networks, up from 61% a year ago. © 2010 Experian Information Solutions, Inc. All rights reserved. 2
    • Social Networking continues to grow Visited a social networking site in the last 30 days Fully two-thirds of all online adults today have visited a social networking site in the last 30 days, up from 53% in 2008 and 20% in 2007. Social networks have most thoroughly penetrated the young adult market, as nearly 9-in-10 online 18-to 34-year-olds visit such sites today. But even older Americans are tapping into social networks, with 41% of online adults age 50 and older making monthly visits to sites like Facebook, MySpace and Twitter. All adults 88% 82% Age 18-34 Age 35-49 69% 66% Age 50+ 53% 52% 38% 41% 27% 20% 16% 7% Fall 2007 Fall 2008 Fall 2009 Base: online adults Simmons New Media Study, Fall 2009, Fall 2008, Fall 2007. © 2010 Experian Information Solutions, Inc. All rights reserved. 3
    • Social Networking synonymous with Facebook Online adults who visited facebook.com last 30 days The rise of social networking tracks closely with that of Facebook. As of April 26, 2010, 46% of the U.S. online adult population reported having visited Facebook in the past 30 days. 50% 40% 30% 20% 10% 1/07/08 3/31/08 6/23/08 9/15/08 12/08/08 3/02/09 5/25/09 8/17/09 11/09/09 2/01/10 4/26/10 Base: online adults Simmons DataStream; 4 week-moving estimate © 2010 Experian Information Solutions, Inc. All rights reserved. 4
    • Social Networking drivers Why do you use social networking sites? While keeping in touch with others is an important part of social networking, the popularity of games like Farmville and Mafia Wars illustrate that fun is a big part of the appeal of social networking. Keep in touch with friends 88% For fun 73% Keep in touch with family 70% reconnect with people 68% Express myself and views 39% Meet new friends 32% Communicate with like-minded people 29% Find information relevant to me 29% Get recommendations 25% Keep in touch with professional contacts 19% For political reasons 9% Make new professional contacts 9% For professional development 6% It's part of my job 5% Base: Visit social network last 30 days Simmons New Media Study, Fall 2009 © 2010 Experian Information Solutions, Inc. All rights reserved. 5
    • Social Networking addiction How frequently do you use social networking sites? Whether it’s keeping in touch with others, playing games, debating politics or any of the other reasons people use social networking sites, it cannot be denied that there’s a sense of addictiveness to it all. Visiting social networking sites multiple times a day is up 28% over last year, while less frequent visits are down across the board. 43% 34% Fall 2009 Fall 2008 19% 17% 13% 12% 13% 11% 10% 10% 10% 8% ONCE A MONTH 2-3 TIMES PER 1-3 TIMES PER 4-6 TIMES PER ONCE A DAY MULTIPLE TIMES OR LESS MONTH WEEK WEEK A DAY Base: Visit social network last 30 days Simmons New Media Study, Fall 2009, Fall 2008 © 2010 Experian Information Solutions, Inc. All rights reserved. 6
    • Use of Social Networking to communicate with others With whom do you communicate via social networking? As social networking sites extend their reach across generations, Americans are increasingly using such sites to connect with more than just their friends. Today, 17% of social networkers communicate with their parents via those sites and 22% connect with their kids, up from 9% and 15%, respectively, a year ago. 69% 63% Fall 2008 Fall 2009 39% 39% 35% 29% 28% 24% 22% 17% 18% 20% 15% 9% PARENTS SIGNIFICANT SIBLINGS CHILDREN EXTENDED FRIENDS COLLEAGUES OTHER FAMILY Base = Social network users; Communication with each group based on respondents who communicate with each group in some way. Simmons New Media Study, Fall 2009. © 2010 Experian Information Solutions, Inc. All rights reserved. 7
    • Social Networking fanatics Have you ever become a fan? An astounding two-thirds of social networking site visitors (68%) say they have shown their support of a product, service, company or musical group by becoming a “fan” or a “friend” on a social networking site. One year earlier, only 57% of social networkers had publicly declared their “like” for a product, service, company or musical group. NO 32% YES 68% Base = Social network users Simmons New Media Study, Fall 2009. © 2010 Experian Information Solutions, Inc. All rights reserved. 8
    • Identify brand preferences by site Visitors to Facebook, Twitter, MySpace.com last 30 days Facebook.com Twitter.com MySpace.com Top Indexing Retail Brands H&M (202) Nordstrom (366) Hot Topic (316) Hot Topic (201) Forever 21 (325) Foot Locker (273) Forever 21 (183) GameStop (321) Anchor Blue (251) American Apparel (181) Victoria’s Secret (259) GameStop (242) Top Indexing Mobile Phones iPhone (215) Blackberry (292) iPhone (155) Blackberry (173) iPhone (208) Samsung (138) LG (129) LG (115) LG (133) Top Indexing Restaurants Romano’s Macaroni Grill (196) Jamba Juice (377) Donatos Pizza (237) The Cheesecake Factory (182) Fuddrucker’s (304) Chuck E. Cheese’s (220) P.F. Chang’s China Bistro (178) Papa John’s (298) Jamba Juice (218) Top Indexing Web sites Twitter.com (306) Shopping.com (911) eHarmony.com (478) eHarmony.com (300) MovieFone.com (893) UFC.com (463) LinkedIn.com (280) TripAdvisor.com (742) Twitter.com (430) Base: All U.S. Adults Simmons National Consumer Study, Winter 2010 six-month © 2010 Experian Information Solutions, Inc. All rights reserved. 9
    • Locating Heavy Social Networkers Top media markets for finding social networkers Heavy users of social networking sites are primarily concentrated in the Northwest and markets that are heavily influenced by major colleges or universities. *Heavy social networkers defined as visit Facebook or Myspace 6+ times per month Base: Total U.S. pop Source: SimmonsLOCAL, Fall 2009 © 2010 Experian Information Solutions, Inc. All rights reserved. 10
    • Thank You! For more information, please email SimmonsMarketing@experian.com or call 212.749.3162 © 2010 Experian Information Solutions, Inc. All rights reserved. 11