MSI International, Inc. conducts an examination into the respective personalities of top social media sites and forecasts where they will be going in the near future. First Name* Last Name*

1. Faces
of
Social
Media:
Percep2ons
in
2013

2. ©
2013
MSI
Interna/onal
2
Remember
when
social
media
was
comprised
of
male
engineers?

3. ©
2013
MSI
Interna/onal
3
MySpace
takes
social
to
the
next
level,
implemen/ng
the
concept
of
connec/ng
with
friends
and
personal
“walls.”
Innova/ve
AOL
sets
the
stage
for
social
networking
before
we
even
know
it
as
“social.”
Pinterest
allows
for
social
sharing
of
photo
collec/on
‘pinboards’.
Instagram
features
mobile
photo
sharing.
LinkedIn
brings
business
networking
online.
TwiOer
brings
a
more
real-­‐/me
experience
to
social
media.
Google
creates
G+
to
get
back
in
the
game.
Facebook
is
born,
forever
changing
social
media.

4. ©
2013
MSI
Interna/onal
4
Over
1
billion
users
Over
500
million
users
Over
200
million
business
professionals
Over
500
million
users
Over
100
million
users
Over
48.5
million
users
Over
25
million
users

5. ©
2013
MSI
Interna/onal
5
“What
are
the
respec2ve
personali2es
of
these
communi2es
and
where
will
they
be
going
in
the
future?”
As
we’ve
witnessed
this
explosion
of
social
media,
we
con/nually
ask
ourselves,

6. ©
2013
MSI
Interna/onal
6
To
answer
these
ques/ons,
MSI
deployed
an
interac/ve
methodology
where
par/cipants
were
asked
to
associate
photos
of
a
cross
sec/on*
of
people
with
each
of
the
major
social
networks.
In
essence
–
have
consumers
put
a
face
on
the
social
media
outlets.
*Note:
In
an
effort
to
reduce
par/cipant
burden,
we
focused
solely
on
age
and
gender.
The
inclusion
of
race
would
have
at
least
tripled
the
number
of
photos
to
be
sorted.

7. ©
2013
MSI
Interna/onal
7
Methodology
Sample
Size
• 628
total
online
interviews
leveraging
a
free
associa/on
technique
• Sampling
error
of
+/-­‐
3.9%
at
95%
confidence
interval
Respondent
Criteria
• 18
years
of
age
or
older
• Not
in
sensi/ve
industry
Data
Collec2on
• February
2013
Interview
Length
• 13
minutes
• Personality
aOributes
of
the
faces
of
social
media
• Associa/on
of
10
faces
to
social
networking
sites
• Social
media
usage
habits
Survey
Topic
and
Content
• Completes
were
stra/fied
and
balanced
by
age
and
gender
of
online
popula/on
Sampling
Specifica2ons

8. ©
2013
MSI
Interna/onal
8
Percep2ons
of
our
faces
Teens’
faces
were
viewed
as
being
on
the
cuOng
edge
of
social
trends.
Seniors
were
seen
as
conserva2ve,
family-­‐oriented,
trustworthy
and
set
in
their
ways.
Gen
X
and
Gen
Y
males
and
females
shared
the
trait
of
needing
to
be
the
best.
Differences
by
gender
were
most
prominent
among
the
Baby
Boomers,
where
the
male
was
viewed
as
a
leader
and
the
female
was
associated
with
maternal
traits.

9. ©
2013
MSI
Interna/onal
9
to
social
networks?
So
how
do
these
associa/ons
carry
through

10. ©
2013
MSI
Interna/onal
10
Key
findings:
On
average,
consumers
allocate
6
of
our
faces
to
Facebook,
indica/ng
greater
user
diversity.
In
contrast,
other
sites
received
about
3-­‐4
faces,
sugges/ng
a
much
narrower
user
profile.

11. ©
2013
MSI
Interna/onal
11
Social
network
site
associa2on
Teen
Females
(74%)
Gen
Y
Females
(68%)
Teen
Males
(66%)
Gen
X
Females
(53%)
Gen
Y
Males
(48%)
Most
associated
with:
Boomer
Females
(42%)
Teen
Females
(58%)
Gen
Y
Females
(43%)
Teen
Males
(46%)
Most
associated
with:
Gen
X
Males
(70%)
Boomer
Males
(67%)
Gen
Y
Males
(67%)
Most
associated
with:
Boomer
Females
(53%)
Teen
Females
(40%)
Gen
Y
Females
(46%)
Gen
X
Females
(47%)
Most
associated
with:
Boomer
Females
(44%)
Teen
Females
(65%)
Gen
Y
Females
(52%)
Teen
Males
(61%)
Gen
Y
Males
(41%)
Most
associated
with:
Gen
Y
Males
(44%)
Most
associated
with:
Gen
X
Males
(42%)
Senior
Males
(34%)
Boomer
Males
(43%)

12. ©
2013
MSI
Interna/onal
12
Key
findings:
18
years
old
55+
years
old
When
it
comes
to
awareness,
Facebook
is
pervasive
across
all
ages,
while
Instagram
doesn’t
resonate
among
those
over
45.
Pinterest
is
most
recognized
to
middle-­‐age
consumers.
45
years
old

13. ©
2013
MSI
Interna/onal
13
*
Usage
data
based
to
online
popula1on.
Key
findings:
When
it
comes
to
usage,
Facebook
usage
is
high
among
all
age
groups.
Instagram
and
Pinterest
are
clearly
used
more
by
those
under
35.
Usage
of
LinkedIn
increases
with
age*.
35
to
55+
years
18
to
35
years
18
to
55+
years

14. ©
2013
MSI
Interna/onal
14
*
Usage
data
based
to
online
popula1on.
Key
findings:
When
we
look
at
age
and
gender,
Instagram,
TwiOer
and
Google+
clearly
appeal
to
the
under
35
demographic.
Pinterest
and
to
some
extent
Instagram
skew
more
female.
And
LinkedIn
is
more
popular
with
older
males
and
females.*

15. ©
2013
MSI
Interna/onal
15
most
associated
with
them?
We
then
asked
ourselves,
what
is
the
personality
of
these
sites
based
on
the
faces

16. ©
2013
MSI
Interna/onal
16
Social
Network
Site
Associa2on
Personality:
• Diverse
personality
to
match
the
diverse
user
profile
Personality:
• Care
about
social
status
• Social
buOerflies
• Prefer
movies
to
books
• Not
seen
as
workaholics
Personality:
• Need
to
be
best
at
what
they
do
• Workaholics
• Independent
• Leaders
of
the
pack
Personality:
• Care
about
social
status
• Not
conserva/ve
Personality:
• Social
buOerflies
• Wait
in
line
for
newest
technology
• Trend
seOers
• Not
conserva/ve
Personality:
• Need
to
be
the
best
at
what
they
do
• Not
ar/s/c
• Set
in
their
ways

17. ©
2013
MSI
Interna/onal
17
But
since
change
is
inevitable,
what
does
the
future
hold?

18. ©
2013
MSI
Interna/onal
18
Using
momentum
as
an
indicator,
people
see
these
5
sites
on
the
rise:
*Bases
vary
When
asked,
respondents
indicated
that
the
following
sites
were
on
their
way
up
and
have
a
lot
going
for
them.*
No2ce
how
Pinterest
has
the
highest
momentum
among
all
age
groups.

19. ©
2013
MSI
Interna/onal
19
Further,
women
believe
that
Pinterest
is
the
brand
with
the
highest
momentum
by
a
large
margin.

20. ©
2013
MSI
Interna/onal
20
And
given
that
Instagram
and
TwiXer
are
younger
sites,
these
are
worth
watching
as
far
as
future
growth.
Let’s
not
forget
that
Facebook
started
as
a
social
network
of
predominantly
young
people.

21. ©
2013
MSI
Interna/onal
21
But
Facebook
is
not
“dying
out.”
In
fact,
it
appears
that
younger
adults
are
not
abandoning
Facebook
for
the
newer
alterna/ves
–
rather
they’re
adding
other
sites
and
simultaneously
increasing
their
usage
of
social
media
overall.

22. Interested
in
learning
more
about
the
kind
of
marke/ng
research
insight
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can
provide
for
your
company?
Contact
us
at:
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