GMG Radio MediaLab- Social Media Engagement

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GMG Radio MediaLab- Social Media Engagement

  1. 1. Social Media Engagement
  2. 2. Contents Methodology Introduction Where are People using Social Media? Activities on Social Media Brands and Interaction on Social Media Spreading the Word Appendix
  3. 3. Research Methodology A quantitative approach was adopted, taking the form of online interviews via the Smooth Radio, Real Radio and Real XS websites. The survey was in field from March 2nd to March 7th 2012. A total of 1,115 interviews were conducted. The following results are for all respondents who use social media.
  4. 4. Introduction: Social Media Habits 62% use social media everyday On average they have… 166 friends on Follow 92 accounts on facebook twitter *those with facebook account *those with twitter accountSource: GMG Radio MediaLab, Social Media Survey, March 2012, Base:1111
  5. 5. Introduction: Which of the following social media have you used in the last three months? Top 10 Profile % 0 10 20 30 40 50 60 70 80 90 100 Facebook 92 YouTube 57 Twitter 41 Forums 19 Linkedin 10 Friends Reunited 7 Flickr 6 Pinterest 4 MySpace 3 All Respondents (962) Blogger 3 Bebo 1Source: GMG Radio MediaLab, Social Media Survey, March 2012 Social Media Users Only
  6. 6. Social Media Locations - In Home Which of the following locations have you accessed social media? 72% 54% 46% 17% 9%Source: GMG Radio MediaLab, Social Media Survey, March 2012, Base:947, Social Media Users Only
  7. 7. Social Media Locations - Out of Home Which of the following locations have you accessed social media? 49% 35% 35% 28% Actively Purchasing 27% 27% 11% 8%Source: GMG Radio MediaLab, Social Media Survey, March 2012, Base:947, Social Media Users Only
  8. 8. Social Media and Other Media Have you ever used social media while….. 75% while listening to the Radio 85% while watching TV 25% while Reading Press Articles 52% while listening to Personal MusicSource: GMG Radio MediaLab, Social Media Survey, March 2012, Base:932, Social Media Users Only
  9. 9. Social Media Activities What of the following activities have you done on social media? • 82% Commented on friends pages Primary Social • 78% Commented on friends photos Functions • 69% Found friends you already know • 63% Uploaded Photos • 36% Shared news stories • 24% Downloaded application related a company or Secondary brand • 23% Joined discussion on pages for brands and products Functions • 21% Looked for new brands • 20% Shared stores about a product or brandSource: GMG Radio MediaLab, Social Media Survey, March 2012, Base:926, Social Media Users Only
  10. 10. Uses of Social Media90% Use it to catch up with friends56% Look at profiles of people they don’t get along with52% Look at what a loved one is up to37% Look for profiles of people they find attractive33% Catch up with former partners32% View pictures of people they’ve never metSource: GMG Radio MediaLab, Social Media Survey, March 2012, Base:942, Social Media Users Only
  11. 11. Interaction Primarily to stay in touch with friends and family But people are still using social media in other ways 48% of have visited or interacted with brand pages on social media. 28% say getting 43% say getting news is information on brands is one of the main reasons one of the main reasons they use social media 22% say getting information on they use social media other media is one of the main reasons they social mediaSource: GMG Radio MediaLab, Social Media Survey, March 2012, Base:919, Social Media Users Only
  12. 12. Why do you interact with these brands? 78% for Competitions 48% for Special Offers 30% for Love of the BrandSource: GMG Radio MediaLab, Social Media Survey, March 2012, Base:919, Social Media Users Only
  13. 13. Social Media Brands and Purchasing Brands are a significant part of the social media experience. But are they having an impact or part of the furniture? 41% have bought something because of a recommendation on social media And who’s recommendation led you to purchase? 68% 45% 43% Family Brands FriendsSource: GMG Radio MediaLab, Social Media Survey, March 2012, Base:301, Social Media Users Only
  14. 14. Spreading the Word- Both Good and Bad  67% have used social media to support a social cause.  69% to support a campaign.  45% have used social media to complain about a business or serviceSource: GMG Radio MediaLab, Social Media Survey, March 2012, Base:636, Social Media Users Only
  15. 15. What this Means Social media is accessed all across the home, in many locations outside of the home and with other media. Social media is primarily for keeping in contact with friends and family and sharing stories and pictures- Friends and family are influential on social media but brands are still important. Social media gives everyone a share of voice
  16. 16. AppendixSurvey Results
  17. 17. How often do you use social media (e.g. Facebook, Twitter, YouTube, Blogger and LinkedIn)? 70Profile % 62 All Respondents (1111) 60 50 40 30 20 12 10 8 7 5 4 1 2 0 Everyday 5-6 days a 3-4 days a Once or twice 2-3 times a Once a month Less often Never week week a week monthSource: GMG Radio MediaLab, Social Media Survey, March 2012
  18. 18. Thinking about the last month, which of the following places have you been in when using social media? Top 10 Profile % 0 10 20 30 40 50 60 70 80 Lounge 72 Bed 54 Kitchen 46 Work 45 Own car / van 30 Shops 27 Bar / club 25 Restaurant 23 Coffee shop 23 Public transport 23 Toilet 17 Garden 17 Study 11 Bath 9 Cinema / theatre 9 Library 8 All Respondents (947) Sporting event (ie football or cricket match) 7 Taxi 7 Concert 6 Sandwich shop 5Source: GMG Radio MediaLab, Social Media Survey, March 2012 Social Media Users Only
  19. 19. Have you ever used social media while 90 85Profile % 80 All Respondents (932) 75 70 60 52 50 40 30 25 20 10 0 Watching TV Listening to the radio Listening to personal music Reading press articlesSource: GMG Radio MediaLab, Social Media Survey, March 2012 Social Media Users Only
  20. 20. Which of the following social media have you used in the last three months? Top 10 Profile % 0 10 20 30 40 50 60 70 80 90 100 Facebook 92 YouTube 57 Twitter 41 Forums 19 Linkedin 10 Friends 7 Reunited All Respondents (962) Flickr 6 Pinterest 4 MySpace 3 Blogger 3 Bebo 1Source: GMG Radio MediaLab, Social Media Survey, March 2012 Social Media Users Only
  21. 21. Do you have a facebook account? All Respondents (963) 9.1% Yes No 90.9%Source: GMG Radio MediaLab, Social Media Survey, March 2012
  22. 22. Average Number of Facebook Friends 180 166 160 140 120 100 80 60 40 20 0 All Respondents (873)Source: GMG Radio MediaLab, Social Media Survey, March 2012 Facebook Users Only
  23. 23. Do you have a twitter account? All Respondents (963) I have a Twitter account 44.1% I go on Twitter but I dont have an account 51.2% I dont go on Twitter 4.7%Source: GMG Radio MediaLab, Social Media Survey, March 2012
  24. 24. Average Number of twitter followings 120 105 100 80 60 40 20 0 All Respondents (467)Source: GMG Radio MediaLab, Social Media Survey, March 2012 Twitter Users Only
  25. 25. What are the main reasons you use social media? Profile % 0 10 20 30 40 50 60 70 80 90 Keeping in touch 82 with friends Keeping in touch 65 with family Getting news 43 Reuniting with old 33 friends Getting information 28 on brands/products Getting information 21 on other media Purchasing 18 products All Respondents (919) Making new friends 18 Job / work / 11 commercial Job searching 8 Monitoring your 8 children Dating 3Source: GMG Radio MediaLab, Social Media Survey, March 2012 Social Media Users Only
  26. 26. Which of the following activities have you done via social media? Profile % 0 10 20 30 40 50 60 70 80 90 Commented on 82 friends pages Commented on 78 friends photos Found friends you 69 already know Uploaded Photos 63 Viewed pages for brands and 41 products Shared news stories 36 All Respondents (926) Downloaded an application related 24 to a company or… Joined discussions on pages for brands 23 and products Looked for new 21 brands Shared stories about a brand or 20 productSource: GMG Radio MediaLab, Social Media Survey, March 2012 Social Media Users Only
  27. 27. Have you ever used social media to.. Profile % 0 10 20 30 40 50 60 70 80 90 Catch up with old friends 84 To see what a loved one is up to 48 Look at profiles for people you dont get along with 44 Look at profiles for people you find attractive 32 View pictures of people you have never met 32 All Respondents (942) Catch up with former partners 25 Research people for career purposes 18Source: GMG Radio MediaLab, Social Media Survey, March 2012 Social Media Users Only
  28. 28. Have you visited or interacted with a brand page (eg Nike, The Sun, celebrities) on social media in the last month? All Respondents (947) Yes 47.8% No 52.2%Source: GMG Radio MediaLab, Social Media Survey, March 2012
  29. 29. And why do you visit / interact with these brands? 0 10 20 30 40 50 60 70 80Profile % 90 Competitions 78 Special offers 48 Information on the 46 product Information on 40 events Interest / hobbies 40 All Respondents (453) Love of the brand / 30 product Commerical / work 12 purposes Friends follow brand 10Source: GMG Radio MediaLab, Social Media Survey, March 2012 Respondents who interact with brands only
  30. 30. How much do you trust recommendations on social media from... (All Respondents) % 0 10 20 30 40 50 60 70 80 90 100 Av Rating Family 29 48 21 11 2.0 Friends 22 54 23 11 2.1 Colleagues 7 50 40 21 2.4 Charity 5 31 56 6 2 2.7 Brands 4 25 59 9 3 2.8 Celebrities 2 13 63 17 5 3.1 Strangers 0 4 50 24 22 3.6 Completely Trust=1 Trust=2 Neither nor=3 Distrust=4 Completely distrust=5 Base: 453Source: GMG Radio MediaLab, Social Media Survey, March 2012 Social Media Users Only
  31. 31. Have you ever bought something because of a recommendation on social media? Yes No Profile % 0 10 20 30 40 50 60 70 80 90 100 All Respondents 33 67 (937)Source: GMG Radio MediaLab, Social Media Survey, March 2012 Social Media Users Only
  32. 32. And whose recommendation led to your purchase? Profile % 0 10 20 30 40 50 60 70 Friend 63 Family 44 Brand 38 Colleagues 17 All Respondents (301) Celebrity 8 Stranger 6 Charity 4Source: GMG Radio MediaLab, Social Media Survey, March 2012 Respondents who have bought something due to a recommendation on social media only
  33. 33. Have you ever used social media to... Profile % 0 10 20 30 40 50 60 70 Complain about a All Respondents (663) 39 business, product or service Support a social cause (eg a 66 charity) Support a campaign (eg to save a 63 local community centre)Source: GMG Radio MediaLab, Social Media Survey, March 2012 Social Media Users Only

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