The Social Habit - Frequent Social Networkers
The Edison/Arbitron Internet and Multimedia Study 2010

Tom Webster - Vice P...
The Edison Research/Arbitron
Internet and Multimedia Study - 2010
• 1,753 Telephone Interviews conducted in February 2010
...
The Social Habit
Social Networking Sees Explosive
Year-Over-Year Growth
% Who Currently Have a Personal Profile Page on Facebook, MySpace,
L...
Social Network Usage Becomes Habit For Millions
    “How often do you use social networking Web sites or services?”



   ...
Number Using Social Networking Sites “Several
Times per Day” More Than Doubles in Past Year
Americans (in millions) who Us...
Habitual Social Networkers Lean Young, Female

                 Age                                                       ...
Frequent Social Networkers - Ethnic Composition

                                         African American
               ...
Frequent Social Networkers Disproportionately
  Drawn From Student Population


50%
      41% 42%
40%

30%
               ...
Social Networking
        Behaviors
Facebook By Far The Most Popular Service
Amongst Frequent Social Networkers
% Who use/have a profile page on each listed se...
Frequent Social Networkers More Likely To
Post Status Updates Than Less Avid Users
“Do you ever post status updates to any...
Mobile Access May Be Contributing To
Frequency Of Social Network Usage
“Do you ever access social sites/services via mobil...
Status Updating Frequency by Platform - Online
“How often do you go to the social networking Web site to update your statu...
Status Updating Frequency by Platform - Mobile Phone
“How often do you update your status on social networking sites using...
Status Updating Frequency by Platform - Clients
“How often do you update your status on social networking sites with a ded...
Frequent Social Networkers More Likely To Follow
Brands/Corporate Social Presences
“Do you follow any brands or companies ...
The Mobile Networker
Frequent Social Networkers Are Avid
Purchasers of Mobile Technology
% Owning each device
                                 ...
Vast Majority Of Frequent Social
Networkers Own Mobile Phones
% Who own a mobile phone




                           Yes
...
Frequent Social Networkers Are Frequent Texters
“How often do you send/receive text messages on your cell phone?”




    ...
Frequent Social Networkers Relying More On
Mobile Phones For Media, Entertainment
% Who have performed the listed activity...
The Mobile Phone Has Had The Biggest Impact
   On The Lives Of Frequent Social Networkers
   % Who own/use each listed dev...
Media Habits
Frequent Social Networkers Watch Less TV
“How much time (HH:MM) per day do you spend using...”
                           ...
Internet More Important Than TV to Vast
Majority of Frequent Social Networkers
“Suppose you could never watch television a...
Frequent Social Networkers More Likely To Own
“Timeshifting” Devices For Television
% Owning each device
                 ...
Frequent Social Networkers More Likely To View
  TV Programming Through Non-Traditional Means
  % Who have ever watched TV...
Frequent Social Networkers Active
Consumers Of Online Video
% Who have ever watched a video on...
                        ...
Three Out of Four Frequent Social Networkers
Have Listened to Online Radio
% who have ever listened to online radio



   ...
Frequent Social Networkers Most Likely to Recall
‘Pandora’ Among Internet-Only Audio Providers
“Please name all the compan...
Frequent Social Networkers Embrace
Digital Music Purchases
% Who indicated most of their recent music purchases were via.....
Six In Ten Frequent Social Networkers
Familiar With Podcasting
“Are you familiar with the term “Podcasting?”




         ...
Audio And Video Podcasting Usage
% Who have ever listened to/watched an Audio/Video Podcast




             Audio Podcast...
Frequent Social Networkers More Likely To Have
 Watched Or Listened To A Podcast
 % Who have ever consumed either a video ...
Implications
1. With both usage of social networks and the frequency of
that usage increasing dramatically, we are truly witnessing a
s...
2. Americans who check social networking sites several
times per day are much more likely to be young, and
female.
3. Mobile access to social media is almost certainly a
significant contributor to frequency of usage.
4. Frequent social networkers are also more likely to update
their status on those networks - i.e., create content online ...
5. Not only are frequent social networkers posting more
status updates, they are also more likely to follow brands/
compan...
6. The data for frequent social networkers’ usage of
podcasts, online video and online audio supports the
assumption that ...
7. Americans with “the social habit” are watching
significantly less traditional television, but potentially
consuming (and...
8. Pandora is already the dominant online audio brand with
frequent social networkers. These consumers’ propensity
for pos...
Edison Research - The Social Media Research Authority
• The effectiveness of social media must be measured both online AND...
Thank you.
twebster@edisonresearch.com
     TWITTER: WEBBY2001
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The Social Habit - Frequent Social Networkers

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The Social Habit - Frequent Social Networkers

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The Social Habit - Frequent Social Networkers

  1. 1. The Social Habit - Frequent Social Networkers The Edison/Arbitron Internet and Multimedia Study 2010 Tom Webster - Vice President, Strategy and Marketing Edison Research
  2. 2. The Edison Research/Arbitron Internet and Multimedia Study - 2010 • 1,753 Telephone Interviews conducted in February 2010 • National Random Sample • Ages 12+ • 18th Edison/Arbitron Internet and Multimedia Study • Landline & Mobile Phone Consumers © 2010 Arbitron Inc./Edison Research
  3. 3. The Social Habit
  4. 4. Social Networking Sees Explosive Year-Over-Year Growth % Who Currently Have a Personal Profile Page on Facebook, MySpace, LinkedIn or Any Other Social Networking Web Site 48% 34% 24% 2008 2009 2010 Base: Total Population 12+ © 2010 Arbitron Inc./Edison Research
  5. 5. Social Network Usage Becomes Habit For Millions “How often do you use social networking Web sites or services?” 2009 2010 Several Times/Day Nearly Every Day 24% Nearly Every Day 18% Several Times/Day 20% 30% Several Times/Week Several Times/Week 21% Few Times/Month or Less 22% 25% Few Times/Month or Less At Least Once/Week 18% At Least Once/Week 10% 11% Base: Have a Personal Profile Page on Social Networking Web Site © 2010 Arbitron Inc./Edison Research
  6. 6. Number Using Social Networking Sites “Several Times per Day” More Than Doubles in Past Year Americans (in millions) who Use Social Networking Sites/Services “Several Times per Day” 50 39 Million 18 million 0 2009 2010 Base: Have a Personal Profile Page on Social Networking Web Site © 2010 Arbitron Inc./Edison Research
  7. 7. Habitual Social Networkers Lean Young, Female Age Sex 55 + 9% 12 to 17 45 to 54 18% 9% Men 35 to 44 43% 16% Women 18 to 24 25% 57% 25 to 34 23% Base: Use Social Networking Sites/Services “Several Times Per Day” Copyright 2010, Edison Research/Arbitron Inc.
  8. 8. Frequent Social Networkers - Ethnic Composition African American 14% Hispanic 10% Asian 2% Other White 8% 66% Base: Use Social Networking Sites/Services “Several Times Per Day” Copyright 2010, Edison Research/Arbitron Inc.
  9. 9. Frequent Social Networkers Disproportionately Drawn From Student Population 50% 41% 42% 40% 30% 25% 20% 20% 14% 13% 10% 10% 7% 8% 7% 5% 6% 0% Full-Time Job Part Time Job Unemployed Homemaker Retired Student Frequent Social Networkers Total Population 12+ Copyright 2010, Edison Research/Arbitron Inc.
  10. 10. Social Networking Behaviors
  11. 11. Facebook By Far The Most Popular Service Amongst Frequent Social Networkers % Who use/have a profile page on each listed service Facebook 87% MySpace 54% Twitter 19% LinkedIn 17% 0% 20% 40% 60% 80% 100% Base: Use Social Networking Sites/Services “Several Times Per Day” Copyright 2010, Edison Research/Arbitron Inc.
  12. 12. Frequent Social Networkers More Likely To Post Status Updates Than Less Avid Users “Do you ever post status updates to any social networking Web sites or services?” Frequent Social Networkers All Social Network Users Yes 72% Yes 55% No No 45% 28% Copyright 2010, Edison Research/Arbitron Inc.
  13. 13. Mobile Access May Be Contributing To Frequency Of Social Network Usage “Do you ever access social sites/services via mobile phone?” Frequent Social Networkers All Social Network Users Yes 50% Yes 32% No No 68% 50% Copyright 2010, Edison Research/Arbitron Inc.
  14. 14. Status Updating Frequency by Platform - Online “How often do you go to the social networking Web site to update your status?” Several Times/Day 35% Never 7% Nearly Every Day At Least Once/Month 18% 6% Several Times/Month 7% At Least Once/Week Several Times/Week 12% 16% Base: Frequent Social Networkers Who Post Status Updates to Social Networking Web Sites Copyright 2010, Edison Research/Arbitron Inc.
  15. 15. Status Updating Frequency by Platform - Mobile Phone “How often do you update your status on social networking sites using a mobile phone?” Never 41% At Least Once/Month 9% Several Times/Month 4% Several Times/Day At Least Once/Week 16% 7% Several Times/Week Nearly Every Day 14% 9% Base: Frequent Social Networkers Who Post Status Updates to Social Networking Web Sites Copyright 2010, Edison Research/Arbitron Inc.
  16. 16. Status Updating Frequency by Platform - Clients “How often do you update your status on social networking sites with a dedicated application on your computer, that is, NOT through a Web browser?” Several Times/Day 9% Nearly Every Day 3% Several Times/Week 6% At Least Once/Week 6% At Least Once/Month Never 6% 69% Base: Frequent Social Networkers Who Post Status Updates to Social Networking Web Sites Copyright 2010, Edison Research/Arbitron Inc.
  17. 17. Frequent Social Networkers More Likely To Follow Brands/Corporate Social Presences “Do you follow any brands or companies on any social networking sites?” Frequent Social Networkers All Social Network Users Yes Yes 25% 16% No No 75% 84% Copyright 2010, Edison Research/Arbitron Inc.
  18. 18. The Mobile Networker
  19. 19. Frequent Social Networkers Are Avid Purchasers of Mobile Technology % Owning each device Frequent Social Networkers Total Population 12+ 50% iPod 28% 32% MP3 Player (Non-Apple) 23% 25% Smartphone 14% 16% BlackBerry 10% 15% iPhone 7% 0% 10% 20% 30% 40% 50% Copyright 2010, Edison Research/Arbitron Inc.
  20. 20. Vast Majority Of Frequent Social Networkers Own Mobile Phones % Who own a mobile phone Yes 90% No 10% Base: Use Social Networking Sites/Services “Several Times Per Day” © 2010 Arbitron Inc./Edison Research
  21. 21. Frequent Social Networkers Are Frequent Texters “How often do you send/receive text messages on your cell phone?” About Once/Day 7% Multiple Times/Week 4% About Once/Week 2% Few Times/Month or Less 6% Multiple Times/Day 73% Never 8% Base: Use Social Networking Sites/Services “Several Times Per Day” and Own Mobile Phone Copyright 2010, Edison Research/Arbitron Inc.
  22. 22. Frequent Social Networkers Relying More On Mobile Phones For Media, Entertainment % Who have performed the listed activity on a mobile phone Played Games 55% Listened To Music 52% Bought Apps 39% Watched Video 36% 0% 25% 50% 75% Base: Use Social Networking Sites/Services “Several Times Per Day” and Own Mobile Phone Copyright 2010, Edison Research/Arbitron Inc.
  23. 23. The Mobile Phone Has Had The Biggest Impact On The Lives Of Frequent Social Networkers % Who own/use each listed device/service and say it has had a ‘Big Impact’ (5 on a scale of 1-5) on their lives 67% Mobile Phone 47% 63% Broadband 49% 60% iPhone 45% 59% BlackBerry 44% 36% Social Networking Sites 20% 33% TiVo/DVR 27% 32% iPod 27% Frequent Social Networkers 30% TV Total Population 12+ 34% 0 20 40 60 80 Copyright 2010, Edison Research/Arbitron Inc.
  24. 24. Media Habits
  25. 25. Frequent Social Networkers Watch Less TV “How much time (HH:MM) per day do you spend using...” Frequent Social Networkers Total Population 12+ 3:52 Internet 1:56 2:50 TV 3:25 2:07 Radio 2:05 :23 Newspaper :28 0 1 2 3 4 5 Hours (Self-Reported) Copyright 2010, Edison Research/Arbitron Inc.
  26. 26. Internet More Important Than TV to Vast Majority of Frequent Social Networkers “Suppose you could never watch television again OR you could never access the Internet again. Which would you be more willing to eliminate from your life?” Frequent Social Networkers Total Population 12+ Eliminate TV, Keep Internet Eliminate TV, Keep Internet 49% 74% Eliminate Internet, Keep TV Eliminate Internet, Keep TV 51% 26% Copyright 2010, Edison Research/Arbitron Inc.
  27. 27. Frequent Social Networkers More Likely To Own “Timeshifting” Devices For Television % Owning each device Frequent Social Networkers Total Population 12+ 47% DVR (Cable/Dish) 36% 16% TiVo 13% 0% 10% 20% 30% 40% 50% Copyright 2010, Edison Research/Arbitron Inc.
  28. 28. Frequent Social Networkers More Likely To View TV Programming Through Non-Traditional Means % Who have ever watched TV Programming by... Frequent Social Networkers Total Population 12+ 43% Watching An Entire Series On DVD 32% 26% Purchasing Shows Digitally (e.g. iTunes) 15% 47% Watched Over Internet (Not Downloaded) 28% 45% Ordering On-Demand From Cable/Satellite 37% 23% Watching On Mobile Phone 12% 0% 10% 20% 30% 40% 50% Copyright 2010, Edison Research/Arbitron Inc.
  29. 29. Frequent Social Networkers Active Consumers Of Online Video % Who have ever watched a video on... Frequent Social Networkers Total Population 12+ 67% YouTube 27% 46% Hulu 15% 0% 25% 50% 75% Copyright 2010, Edison Research/Arbitron Inc.
  30. 30. Three Out of Four Frequent Social Networkers Have Listened to Online Radio % who have ever listened to online radio Frequent Social Networkers Total Population 12+ Yes Yes No 76% No 24% 52% 48% © 2010 Arbitron Inc./Edison Research
  31. 31. Frequent Social Networkers Most Likely to Recall ‘Pandora’ Among Internet-Only Audio Providers “Please name all the companies you can think of that provide Internet-only audio” Frequent Social Networkers Total Population 12+ 40% Pandora 28% 10% AOL Radio 6% 7% Last.fm 4% 7% Yahoo 9% 5% Slacker 3% 0% 10% 20% 30% 40% 50% Base: Have Ever Listened to Internet-Only Audio Copyright 2010, Edison Research/Arbitron Inc.
  32. 32. Frequent Social Networkers Embrace Digital Music Purchases % Who indicated most of their recent music purchases were via... Frequent Social Networkers Total Population 12+ 37% Digital Downloads 19% 23% Digital/CD Equally 13% 21% CDs 38% 17% Don’t Buy Music 28% 0% 10% 20% 30% 40% 50% Copyright 2010, Edison Research/Arbitron Inc.
  33. 33. Six In Ten Frequent Social Networkers Familiar With Podcasting “Are you familiar with the term “Podcasting?” Frequent Social Networkers Total Population 12+ No No 55% 38% Yes Yes 62% 45% Copyright 2010, Edison Research/Arbitron Inc.
  34. 34. Audio And Video Podcasting Usage % Who have ever listened to/watched an Audio/Video Podcast Audio Podcast Video Podcast Yes No No Yes 66% 38% 62% 34% Base: Use Social Networking Sites/Services “Several Times Per Day” Copyright 2010, Edison Research/Arbitron Inc.
  35. 35. Frequent Social Networkers More Likely To Have Watched Or Listened To A Podcast % Who have ever consumed either a video or audio podcast Frequent Social Networkers 45% Total Population 12+ 27% 0% 10% 20% 30% 40% 50% Copyright 2010, Edison Research/Arbitron Inc.
  36. 36. Implications
  37. 37. 1. With both usage of social networks and the frequency of that usage increasing dramatically, we are truly witnessing a sea change in how mainstream consumers communicate.
  38. 38. 2. Americans who check social networking sites several times per day are much more likely to be young, and female.
  39. 39. 3. Mobile access to social media is almost certainly a significant contributor to frequency of usage.
  40. 40. 4. Frequent social networkers are also more likely to update their status on those networks - i.e., create content online - which has implications for word-of-mouth marketing and search.
  41. 41. 5. Not only are frequent social networkers posting more status updates, they are also more likely to follow brands/ companies than the average social media user - which makes identifying and appealing to those with the “social habit” crucial for brands.
  42. 42. 6. The data for frequent social networkers’ usage of podcasts, online video and online audio supports the assumption that a significant amount of content is being consumed on-demand, potentially at the point where such content is shared.
  43. 43. 7. Americans with “the social habit” are watching significantly less traditional television, but potentially consuming (and sharing) more “video” through alternative means.
  44. 44. 8. Pandora is already the dominant online audio brand with frequent social networkers. These consumers’ propensity for posting status updates and other content, combined with Pandora’s recent moves to integrate with Facebook, will likely position Pandora as the dominant music discovery brand online.
  45. 45. Edison Research - The Social Media Research Authority • The effectiveness of social media must be measured both online AND offline to truly track how the social presence of a brand influences a consumer’s decision-making process. • Social Media Monitoring alone can provide metrics like share of conversation, and possibly even online sentiment, but offline measures should also be incorporated to gauge the linkage between sentiment and to determine the actual value social media efforts have for brands. • Edison’s custom social media research process provides a true measure of the return on social media engagement - online, and at the cash register. • Visit www.edisonresearch.com/social_media_research.php for more! © 2010 Arbitron Inc./Edison Research
  46. 46. Thank you. twebster@edisonresearch.com TWITTER: WEBBY2001
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