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Social Media Marketing in America

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Key takeaways from the 2014 GlobalWebIndex study into social media usage in America in 2014. Includes data on who uses the internet in the USA, the average ages online in various demographics, which social networks are being used, and how they are used.

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Social Media Marketing in America

  1. 1. ROCK IN THE USA Social Media Marketing In America
  2. 2. THE DATA •  Each year, GlobalWebIndex surveys more than 30,000 Americans about their internet usage. •  They categorise the respondents into White Non Hispanic, Hispanic, Black/African and Asian. •  This data is invaluable for updating your social media strategy. Here are the headlines.
  3. 3. THERE IS A BIG AGE VARIATION The age profile of Black/ African, Hispanic and Asian American Internet users is much younger than the equivalent for White Non Hispanics.
  4. 4. THERE IS A BIG AGE VARIATION The age profile of Black/African, Hispanic and Asian American Internet users is much younger than the equivalent for White Non Hispanics Digital behaviour is influenced by this accordingly, with White Non Hispanics often lagging behind other groups due to their age.
  5. 5. WHAT SOCIAL NETWORKS ARE USED?
  6. 6. FACEBOOK REMAINS NUMBER ONE. •  More than 75% of Internet users from all backgrounds have a Facebook account. •  Facebook also has the most usage, with more than twice the activity of any other network. •  White Non Hispanics use the network most, with 55% having used it within the past month.
  7. 7. FACEBOOK REMAINS NUMBER ONE. •  More than 75% of Internet users from all backgrounds have a Facebook account. •  Facebook also has the most usage, with more than twice the activity of any other network.
  8. 8. FACEBOOK REMAINS NUMBER ONE. •  More than 75% of Internet users from all backgrounds have a Facebook account. •  Facebook also has the most usage, with more than twice the activity of any other network. •  White Non Hispanics use the network most, with 55% having used it within the past month.
  9. 9. GOOGLE PLUS •  Google Plus is the second most used network.
  10. 10. GOOGLE PLUS •  Google Plus is the second most used network. •  Membership rates are as follows: •  Black/African - 57%
  11. 11. GOOGLE PLUS •  Google Plus is the second most used network. •  Membership rates are as follows: •  Black/African - 57% •  Hispanic - 61%
  12. 12. GOOGLE PLUS •  Google Plus is the second most used network. •  Membership rates are as follows: •  Black/African - 57% •  Hispanic - 61% •  Asian - 61%
  13. 13. GOOGLE PLUS •  Google Plus is the second most used network. •  Membership rates are as follows: •  Black/African - 57% •  Hispanic - 61% •  Asian - 61% •  White Non Hispanic - 42%
  14. 14. TWITTER AND PINTEREST •  Twitter follows a similar adoption pattern to Google Plus, with White Non Hispanics being least likely to have an account.
  15. 15. TWITTER AND PINTEREST •  Twitter follows a similar adoption pattern to Google Plus, with White Non Hispanics being least likely to have an account. •  Conversely, White Non Hispanics are the most likely to use Pinterest.
  16. 16. MOBILE APPS •  The YouTube mobile app has achieved a feat.
  17. 17. MOBILE APPS •  The YouTube mobile app has achieved a feat. •  Among Black/African, Asian and Hispanic, higher percentages are using the app each month than Facebook.
  18. 18. MOBILE APPS •  The YouTube mobile app has achieved a feat. •  Among Black/African, Asian and Hispanic, higher percentages are using the app each month than Facebook. •  In contrast, Facebook is the most popular app for White Non Hispanics.
  19. 19. MESSAGING APPS Use of messaging apps such as WhatsApp, WeChat and Viber were strong among the non- Caucasian groups, indicating that conversations that used to happen through social networks may have now shifted.
  20. 20. MOBILE USAGE •  Hispanic Americans use the mobile internet the most, increasing from 47% in 2012 to 69% this year.
  21. 21. MOBILE USAGE •  Hispanic Americans use the mobile internet the most, increasing from 47% in 2012 to 69% this year. •  White Non Hispanic Americans are most likely to be using a PC or laptop.
  22. 22. SHARING DEVICES •  Hispanic Americans are most likely to be sharing a device.
  23. 23. SHARING DEVICES •  Hispanic Americans are most likely to be sharing a device. •  Only 1 in 5 White Non Hispanic Americans shares a device with another person, compared to a third of Hispanic Americans.
  24. 24. VPN A quarter of Asian Americans admitted to regularly using a VPN to access the Internet, with better online entertainment being the most common reason.
  25. 25. WORD OF MOUTH MARKETING •  The importance of personal recommendations is clear, with it being the biggest discovery source across almost all ethnicities.
  26. 26. WORD OF MOUTH MARKETING •  The importance of personal recommendations is clear, with it being the biggest discovery source across almost all ethnicities. •  Only among Black/African Americans are recommendations in second place, displaced by TV.
  27. 27. SURPRISE AND DELIGHT •  Reward was the strongest motivator to make word of mouth recommendations across all groups.
  28. 28. SURPRISE AND DELIGHT •  Reward was the strongest motivator to make word of mouth recommendations across all groups. •  The reward can be either financial or in the form of a physical gift. •  This is especially influential for White Non Hispanics, at 64%.
  29. 29. ONLINE REVIEWS •  48% of Americans have reviewed a product online within the last month.
  30. 30. ONLINE REVIEWS •  48% of Americans have reviewed a product online within the last month. •  Most common among Hispanic Americans (56%) and least common among White Non Hispanic Americans (46%).
  31. 31. ONLINE REVIEWS •  48% of Americans have reviewed a product online within the last month. •  Most common among Hispanic Americans (56%) and least common among White Non Hispanic Americans (46%). •  The pattern is also true for Americans who have posted online opinions within the last month, indicating that Hispanic Americans might make the best online brand ambassadors.
  32. 32. HOW WILL YOU USE THESE STATS TO UPDATE YOUR STRATEGY?
  33. 33. BY KATY BLAKE @KatyElleBlake

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