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Social Media – Making it Business Relevant


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Research Specialist Aaron Smith recently was part of a panel at RTIP discussing how people actually use social media and ways in which the racing industry can use it to their advantage.

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Social Media – Making it Business Relevant

  1. 1. Online participation in the social media era Racetrack Industry Program December 10, 2009
  2. 2. Introduction <ul><li>Who we are </li></ul><ul><ul><li>A non-profit, non partisan survey research organization </li></ul></ul><ul><li>What we study </li></ul><ul><ul><li>The impact of the internet on people’s lives </li></ul></ul><ul><ul><li>Trends in technology use </li></ul></ul><ul><li>What we don’t do </li></ul><ul><ul><li>Market research, promotion of specific technologies </li></ul></ul>
  3. 3. The internet then and now 2000 46% of adults use internet 5% with broadband at home 50% own a cell phone 0% connect to internet wirelessly <10% use “cloud” = slow, stationary connections built around my computer 2009 77-79% of adults use internet 63% with broadband at home 85% own a cell phone 54-56% connect to internet wirelessly >two-thirds use “cloud” = fast, mobile connections built around outside servers and storage
  4. 4. Online activity pyramid Today’s internet is built on communication, sharing and creativity Basic online entertainment (online videos, playing games) E-commerce (online shopping, banking, and travel reservations) Research and information gathering (product research, news, health and religious information searches) Email and search Active engagement with social media (visit SNS, create SNS profile, create blogs) More advanced online entertainment (download videos, music and podcasts) More advanced communication and passive social media use (instant messaging, visit SNS, read blogs)
  5. 5. The social web is built on people posting content about things that interest them
  6. 6. A few key social media platforms <ul><li>Online video sharing sites (Youtube, etc) </li></ul><ul><li>Online social networks (Facebook, MySpace, etc) </li></ul><ul><li>Status update services (Twitter) </li></ul>
  7. 7. Use of online video sharing sites has doubled since 2006 <ul><li>Who Watches </li></ul><ul><li>Gains across all age groups: </li></ul><ul><li>90% 18-29 </li></ul><ul><li>67% 30-49 </li></ul><ul><li>41% 50-64 </li></ul><ul><li>27% 65+ </li></ul><ul><li>Balanced by income/education </li></ul><ul><li>Wireless connectivity is a big driver </li></ul>
  8. 8. Use of online social network sites has grown nearly six-fold since 2005 <ul><li>Most popular sites among adult users: </li></ul><ul><li>Facebook (73%) </li></ul><ul><li>MySpace (48%) </li></ul><ul><li>LinkedIn (14%) </li></ul><ul><li>~15% on “other” sites such as Flickr, Bebo, Digg, BlackPlanet, Orkut, etc </li></ul>
  9. 9. Online social networks have “democratized” since 2005 Skews female (54% female vs. 46% male) Skew male (55% vs. 45%) Despite growth among older cohorts, young adults actually make up a greater proportion of SNS users than in 2005 Skews towards under-45 Same No racial/ethnic differences Rural areas lag slightly, but urban tilt has largely disappeared Concentrated in urban areas (41% vs. 32% of all internet users) Education levels look just like the rest of the online population Highly educated (45% have college degree, vs. 35% of online population) SNS users, 2009 SNS users, 2005
  10. 10. Usage of Twitter and other status update services has tripled since Summer 2008 <ul><li>Who Tweets </li></ul><ul><li>Young adults </li></ul><ul><li>Racially and ethnically diverse </li></ul><ul><li>Rural residents lag </li></ul><ul><li>No differences around income or education </li></ul><ul><li>Slight gender split (women more likely to do so) </li></ul><ul><li>Online social networks and wireless mobility are big drivers </li></ul>
  11. 11. Content creation activities 26 Post comments to an online news group, website, blog or photo site 30 Share something online that you created yourself, such as your own artwork, photos, stories or videos 15 Take material you find online—like songs, text or images—and remix it into your own artistic creation 11 Create or work on your own online journal or blog 14 Create or work on your own webpage 15 Create or work on webpages or blogs for others % of internet users Activity
  12. 12. The online creative class is bigger than you might think <ul><li>51% of internet users now post content online that they have created themselves </li></ul><ul><ul><li>That works out to 39% of all adults (internet users and non-users alike) </li></ul></ul><ul><li>On a typical day in 2009, 15% of internet users (that’s more than one in ten Americans) posted something online for others to see </li></ul>
  13. 13. Older adults are growing increasingly comfortable with online content creation <ul><li>Other data points: </li></ul><ul><li>The percentage of online 30-49 year olds who share their own creations online has nearly doubled, from 18% to 34%. </li></ul><ul><li>6% of online seniors (those 65 and older) maintain their own blog, triple the 2% who did so two years ago. </li></ul>
  14. 14. Content creators are mobile and connected to others
  15. 15. OK, so people post stuff online…what’s the big deal and why should I care?
  16. 16. Participation  Changes in attitudes 47% 22% I would not be as involved in this campaign as much if it weren’t for the internet 54% 28% The internet helps me feel more personally connected to my candidate or campaign of choice Agree (participatory class) Agree (all internet users)  
  17. 17. Participation  Changes in behavior
  18. 18. For additional information <ul><li>Where to find our research: </li></ul><ul><li> </li></ul><ul><li>Where to find me: </li></ul><ul><li>Aaron Smith, Research Specialist </li></ul><ul><li>Pew Internet & American Life Project </li></ul><ul><li>(202) 419-4516 </li></ul><ul><li>[email_address] </li></ul><ul><li>Twitter: @ aaron_w_smith </li></ul>