Figaro DigitalSocial media – Survey Resultsrrisk@lightspeedresearch.comTwitter: @rrisk
Lightspeed Research                                            Global Reach                                    Deeply Prof...
GLOBAL PANEL Footprint                                                                         Europe, Middle East, Africa...
Methodology• The survey was conducted on  Lightspeed Researchs UK  online panel in November 2012.  There were 1001 respond...
Personal vs business social                                               Social networking sites registered on           ...
More than half of all respondents have  actively engaged with brandsliked, friended, become a fan, followed, retweeted, co...
How many times in the last three months have            you actively engaged with a brand on any of                     th...
Why not engage with brands on social media?Copyright © 2012 Lightspeed Research. Proprietary and Confidential. All rights ...
Consumers look for benefitsRecommended 17%     Interest in the brand 46%             Specific offer / promotion 51%       ...
Reasons for liking or following a brand                                                             18 – 34            35 ...
A friend for life?Copyright © 2012 Lightspeed Research. Proprietary and Confidential. All rights reserved.   11
Copyright © 2012 Lightspeed Research. Proprietary and Confidential. All rights reserved.   12
Copyright © 2012 Lightspeed Research. Proprietary and Confidential. All rights reserved.   13
Favourite brands to engage withCopyright © 2012 Lightspeed Research. Proprietary and Confidential. All rights reserved.   14
Types of brands most likely to engage with                                                Male       Female             Fo...
Copyright © 2012 Lightspeed Research. Proprietary and Confidential. All rights reserved.   16
Of people who                                                                                                engaged with ...
Nature of the most recent piece of                 shared branded content from a friend                                   ...
Of people who engaged with a                                                                                              ...
Striking up a conversationCopyright © 2012 Lightspeed Research. Proprietary and Confidential. All rights reserved.   20
Encouraging comment works…51% - the brand invitedusers to post their own                                                  ...
But offers could be more effective                                                                                        ...
Copyright © 2012 Lightspeed Research. Proprietary and Confidential. All rights reserved.   23
What would encourage you to purchase / purchase                                  more actual on Facebook?                 ...
Copyright © 2012 Lightspeed Research. Proprietary and Confidential. All rights reserved.   25
Safety a concernCopyright © 2012 Lightspeed Research. Proprietary and Confidential. All rights reserved.   26
Summary• More than half of all respondents have actively engaged  with brands• Competitions and benefits best to encourage...
Figaro DigitalSocial media – Survey Resultsrrisk@lightspeedresearch.comTwitter: @rrisk
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Social Media consumer research

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Social Media - exclusive research on consumer behaviour for Figaro Digital seminar

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  • The younger the respondent, the more likely they are to have registered on Twitter or Youtube (for personal reasons)
  • More than half of all respondents have actively engaged with a brand on a social networking site in the last three months.Women are much more likely to have done this than men (64% vs. 50%)The younger the respondent, the more likely they are to have done this
  • Reasons for liking a brand
  • Posting too much, boring and end of promotion – female more likely to unlike
  • 28% male vs 21% female
  • Younger respondents most likely to engage with food, drink and entertainment brands
  • Need to make sure you get it right – as might struggle to get them to try it again – be sure you are confident before you launch
  • More in the younger age groups
  • 18 – 34 yo : 57%55 – 64 : 40%
  • Sharing of branded content is most likely to result in following the brand on Facebook
  • The younger the respondent the more likely they are to have done this, or be willing to do so in the future
  • 55 – 64 goes up to 64%
  • Social Media consumer research

    1. 1. Figaro DigitalSocial media – Survey Resultsrrisk@lightspeedresearch.comTwitter: @rrisk
    2. 2. Lightspeed Research Global Reach Deeply Profiled Specialty Panels Real Respondents Actively Managed and Delivering Engaged Consumer Panels Real Results Proprietary panels 625 totalin 40 countries with employees approximately 4 million panelists Copyright © 2012 Lightspeed Research. Proprietary and Confidential. All rights reserved.
    3. 3. GLOBAL PANEL Footprint Europe, Middle East, Africa Austria Norway Proprietary panels in 40 countries with over 4 million panelists. Belgium Poland Czech PortugalThe Americas Asia Pacific Republic Denmark Russia New Brazil Australia Zealand Finland South AfricaCanada China Philippines France SpainMexico Hong Kong Singapore Germany Sweden U.S. India S. Korea Greece Switzerland Indonesia Taiwan Ireland Turkey Japan Thailand Italy UAE Malaysia Vietnam Netherlands U.K. Copyright © 2012 Lightspeed Research. Proprietary and Confidential. All rights reserved.
    4. 4. Methodology• The survey was conducted on Lightspeed Researchs UK online panel in November 2012. There were 1001 respondents to the survey, all of whom have a social media account, either for work or personal use.Copyright © 2012 Lightspeed Research. Proprietary and Confidential. All rights reserved. 4
    5. 5. Personal vs business social Social networking sites registered on Personal Work Facebook 86 % 9% YouTube 45 % 5% Twitter 34 % 6% Google + 20 % 6% Linkedln 11 % 13 % Myspace 8% 2% pinterest 5% 1% Tumblr 3% 1% Other 1% 3% Redit 1% 1% Digg 1% 2% Never registered on any social 1% networking sites f or work / personal use 72 % Source: Lightspeed ResearchCopyright © 2012 Lightspeed Research. Proprietary and Confidential. All rights reserved. 5
    6. 6. More than half of all respondents have actively engaged with brandsliked, friended, become a fan, followed, retweeted, commentedAll rights reserved. shared branded content Copyright © 2012 Lightspeed Research. Proprietary and Confidential. on or otherwise 6
    7. 7. How many times in the last three months have you actively engaged with a brand on any of the social networking sites More than 20 times Between 10 and 20 times Five to ten times Less than f ive times Once Tumblr 13 % 16 % 3% 28 % 41 % Facebook 11 % 11 % 26 % 35 % 17 % Google+ 9% 8% 12 % 27 % 44 % Twitter 8% 9% 20 % 26 % 37 % MySpace 7% 11 % 11 % 26 % 44 % YouTube 6% 8% 12 % 26 % 49 % LinkedIn 4 %4 % 11 % 26 % 54 % Pinterest 2 % 7 % 21 % 29 % 41 %Source: Lightspeed ResearchBase: Respondents who have engaged with a brand in the last 3 months Copyright © 2012 Lightspeed Research. Proprietary and Confidential. All rights reserved. 7
    8. 8. Why not engage with brands on social media?Copyright © 2012 Lightspeed Research. Proprietary and Confidential. All rights reserved. 8
    9. 9. Consumers look for benefitsRecommended 17% Interest in the brand 46% Specific offer / promotion 51% Enter a competition 55% Information on new products 37% Copyright © 2012 Lightspeed Research. Proprietary and Confidential. All rights reserved. 9
    10. 10. Reasons for liking or following a brand 18 – 34 35 – 54 55 – 64 56 % To take part in a competition 54 % 53 % Because I want to take advantage of a specif ic 51 % 52 % of f er/promotion 48 % 51 % Because I f ind the brand interesting 45 % 35 % Because I want to be inf ormed any time a new 44 % 32 % product/item comes out 32 % 20 % Because a f riend has recommended it 18 % 9% Thered been a lot of buzz around that 16 % particular piece of content and I wanted to see 13 % what people were talking about 10 % 16 % Because its relevant to my job 11 % 4% I dont like or Follow brands on Social 3% 3% networks 6% Source: Lightspeed Research Base: Respondents who have engaged with a brand in the last 3 monthsCopyright © 2012 Lightspeed Research. Proprietary and Confidential. All rights reserved. 10
    11. 11. A friend for life?Copyright © 2012 Lightspeed Research. Proprietary and Confidential. All rights reserved. 11
    12. 12. Copyright © 2012 Lightspeed Research. Proprietary and Confidential. All rights reserved. 12
    13. 13. Copyright © 2012 Lightspeed Research. Proprietary and Confidential. All rights reserved. 13
    14. 14. Favourite brands to engage withCopyright © 2012 Lightspeed Research. Proprietary and Confidential. All rights reserved. 14
    15. 15. Types of brands most likely to engage with Male Female Food and drink 54 % 65 % Entertainment 53 % 52 % Cosmetics & Toiletries 16 % 53 % Technology 50 % 24 % Household goods 30 % 37 % Fashion 17 % 43 % The younger the Travel 33 % 25 % Gaming 33 % respondent, the more likely 17 % Charities 20 % 26 % they are to engage with Arts and culture 18 % 24 % cosmetics, fashion and Motor 6% 26 % gaming brandsGovernment/social/political 18 % 10 % Other retail 10 % 14 % Medical 13 % 9% Financial services 15 % 5% Property 10 % 6% None 3% 3%Source: Lightspeed ResearchBase: Respondents who have engaged with a brand in the last 3 months Copyright © 2012 Lightspeed Research. Proprietary and Confidential. All rights reserved. 15
    16. 16. Copyright © 2012 Lightspeed Research. Proprietary and Confidential. All rights reserved. 16
    17. 17. Of people who engaged with a brandCopyright © 2012 Lightspeed Research. Proprietary and Confidential. All rights reserved. 17 in the last 3 months
    18. 18. Nature of the most recent piece of shared branded content from a friend Total Male Female 33 % 28 % 29 % 28 % 27 % 22 % 22 % 20 % 18 % 16 % 14 % 9% 10 % 7% 7% 4% 5% 3% Specif ic Competition Other Video Game Survey voucher, discount or of f erSource: Lightspeed ResearchBase: Engaged with a brand because a friend shared branded contentCopyright © 2012 Lightspeed Research. Proprietary and Confidential. All rights reserved. 18
    19. 19. Of people who engaged with a brand because a friend shared branded contentCopyright © 2012 Lightspeed Research. Proprietary and Confidential. All rights reserved. 19
    20. 20. Striking up a conversationCopyright © 2012 Lightspeed Research. Proprietary and Confidential. All rights reserved. 20
    21. 21. Encouraging comment works…51% - the brand invitedusers to post their own 32% - wanted to let thecomments or content as brand know I enjoyed theirpart of their campaign product or service 8% - wanted to register a complaintWhat was2012 Lightspeed Research. Proprietary and purpose reserved. Copyright © the conversation Confidential. All rights 21
    22. 22. But offers could be more effective What would prompt you to engage with more brandsCopyright © 2012 Lightspeed Research. Proprietary and Confidential. All rights reserved. 22
    23. 23. Copyright © 2012 Lightspeed Research. Proprietary and Confidential. All rights reserved. 23
    24. 24. What would encourage you to purchase / purchase more actual on Facebook? A wide range of items f or sale 10% If I could buy brands I know and trust 10% More variety of stores / people to buy f rom 9% Making it easier to search f or and f ind items that are f or 9% sale Easier/f aster payment process 7% If I wanted it and it was only available on Facebook 7% If it was easier to buy on Facebook than on a regular e - 6% commerce site If it was an exclusive f or "f ans" / those who have "liked" the 4% brand page If it was recommended to me by a f riend on Facebook 3% If one of my f riends has bought something f rom Facebook 3% If more of my f riends were willing to do a group shopping 1% session If one of the celebrities I f ollow recommended shopping on 1% Facebook Other 1% Nothing - Im not interested in buying f rom Facebook 57% I do not have f acebook 17% Source: Lightspeed ResearchCopyright © 2012 Lightspeed Research. Proprietary and Confidential. All rights reserved. 24
    25. 25. Copyright © 2012 Lightspeed Research. Proprietary and Confidential. All rights reserved. 25
    26. 26. Safety a concernCopyright © 2012 Lightspeed Research. Proprietary and Confidential. All rights reserved. 26
    27. 27. Summary• More than half of all respondents have actively engaged with brands• Competitions and benefits best to encourage engagements• Boring or repetitive content will put people off• Need to educate on benefits and security• Encouraging friends to promote content could be effectiveCopyright © 2012 Lightspeed Research. Proprietary and Confidential. All rights reserved. 27
    28. 28. Figaro DigitalSocial media – Survey Resultsrrisk@lightspeedresearch.comTwitter: @rrisk

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