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2009 Women and Social Media Study
by BlogHer, iVillage and Compass Partners



Susan Wright                  Elisa Camahort Page
Managing Director             Co-Founder and COO
www.compasspartners-llc.com   http://blogher.com




                                                Copyright Compass Partners, LLC. All rights reserved.
Executive Summary
    •! Research Objectives: page 3

    •! Methodology: page 4

    •! Sizing the social media world for women: pages 5-6

    •! Women’s social media participation details: pages 7-12

    •! Time shift from traditional media to social media: page 13

    •! Blogger attitude statements: pages 14-15
    •! Bloggers motivations, duration, topics of interest: pages 16-20

    •! Economic impact and purchasing behaviors: pages 21-22

    •! Takeaways: page 23

    •! Appendix
2
                                                       Copyright Compass Partners, LLC. All rights reserved.
Research Objectives
    1.! Deliver de nitive, independent data that provides a market view of
        current dynamics and trends among U.S. women online

    2.! Measure and de ne the participation of women across social
        media, focusing on bloggers and their impact

    3.!     Distinguish the behavior of women participating in four social
            media activities: Blogs, message boards/forums, status updates
            (e.g. Twitter) and social networks (e.g. Facebook, MySpace)
               –! Insights into usage, habits and attitudes
               –! Develop pro les
               –! Separate bloggers from social networks and status updating (e.g. Twitter)

    4.!     Quantify the in uence women who use social media wield on
            purchasing and decision making of products and services

    For speci c questions on the study, please contact Susan Wright: susan@compasspartners-llc.com
    For the detailed, in-depth report please contact Gina Garrubbo Gina@BlogHer.com or Susan Wright: susan@compasspartners-llc.com
3
                                                                                                    Copyright Compass Partners, LLC. All rights reserved.
Methodology
    •!   This study was designed to compare two samples of users:
         –!   General population sample: Objective view of what is happening in the market
         –!   BlogHer network sample: Understand community’s position in overall market
         –!   Data is comparative. Responses from samples were not combined.

    •!   Audience: Women aged 18 – 77 years
         •!   General population data is weighted by key age breaks to be representative
         •!   Blogosphere sizing includes calibration for U.S. internet penetration (72.5%)

    •!   Sample size (n): This survey was elded with three samples
         –!   General Population online panel sample (n = 2,821)
              •!   Users who participate at least weekly or more often sample (n = 1,505)
              •!   Margin of error at 95% con dence = +/- 3.0%
         –!   BlogHer network intercept sample (n = 1,008)
              •!   Margin of error at 95% con dence = +/- 3.0%
         –!   iVillage website intercept sample (n = 788; not covered in this report)
              •!   Margin of error at 95% con dence = +/- 3.5%

    •!   Market: U.S.

    •!   Date: This study was conducted in March 2009
4
                                                                                Copyright Compass Partners, LLC. All rights reserved.
Sizing the Social Media World for U.S. Women
     •!   First we took an online sample                                            Women in the U.S., ages 18-77
          representative of the female U.S.             40                                              39.8
          internet population ….                                                          34.5

                                                         30
     •!   Second we asked 2,821 women




                                               in Millions
          which online social media                      20
                                                                           18.3
          activities they participate in                                                                               16.4

                                                             10
     •!   Third we weighted women’s
          responses by key demographic                        0
          age breaks to be representative of                           Millenials
          the female Internet population                                (18-26)
                                                                                        GenX
                                                                                       (27-43)      Boomers
                                                                                                                    Matures
                                                                                                     (44-62)
                                                                                                                    (63-77)
     •!   Fourth we focused on women who
          use social media weekly or more                         Market Assumptions:

          frequently                                              •!     109 million women in the U.S. aged 18-77 years*
                                                                  •!     U.S. Internet penetration = 72.5%**
                                                                  •!     79 million women online in the U.S. aged 18-77 years

                                                                  Sources:
                                                                  *U.S. National Census Data Projections, Feb. 2009
                                                                  **A.C. Nielsen, Internet Net Statistics, Dec. 2008

5
                                                                                         Copyright Compass Partners, LLC. All rights reserved.
Sizing the Social Media World for Active U.S. Women
    •!   More than half of women surveyed who do any “social media” activity participate daily, 2-3
         times per week, and weekly
    •!   The remainder of this report is only about this 53% of women who participate weekly or
         more

           Do you participate in the Social Media space at least weekly?
              Read, or Post, or Publish Blogs, Message Boards, Social Networks, Status Updating




            No                                                                                          Any Weekly Social
                                          Yes
           47%                                                                                           Media Activity
                                          53%
                                                                         Included in study




           U.S. Female Internet Population                                                  U.S. Female Active Social Media User Population
                     79 million                                                                                42 million
6
          Base: Those that participate in any social media weekly or more often, n= 1,505
Participation by Active U.S. Women in Social Media
    by Age Group
                                                                          40
    •! 79 million U.S. women
       online                                                                                                  Women Online
    •! 42 million U.S. women                                                                                   Participate in Social Media
       online weekly doing
       some form of social                                                30
                                                                                                                      28.9
       media activity                                                                                 25.0
    •! Activities de nition =


                                                            in Millions
            !! Social networks (e.g.
               Facebook, MySpace)                                         20
            !! Blogging
                                                                                                             15.4
            !! Reading blogs                                                         13.3
            !! Posting to blogs                                                                                              13.3
            !! Message boards &                                                             9.7
                                                                           10                                                         11.9
               forums
            !! Status Updating                                                                               62%
                                                                                            73%                           46%
               (e.g.Twitter)
                                                                                                                                              3.6
                                                                               0
                                                                                                                                         30%
    De nitions:                                                                    Millenials
                                                                                    (18-26)       GenX (27-43)
    Participate in any of the following social media activities                                                     Boomers
    Daily, 2-3 times/week or weekly                                                                                  (44-62)        Matures
                                                                                                                                    (63-77)
7
Weekly Participation by Women
                 by Social Media Activity
                                                                                                                            75%
                                                                                                                         31.5 million
                80
                70                                                                                55%
                                                                                                23 million
                60
                                                                           40%
                50                                                      16.8 million


                40
                30                          16%
                                         6.7 million
                20
                10
                  0
                              Status Updating                Message Boards/           All Blog Activity       Social Networks
                                 (e.g. Twitter)                  Forums                                         (e.g. Facebook,
                                                                                                                     MySpace)


                      * Activities are not mutually exclusive
8
    Base: Those that participate in any social media weekly or more often, n= 1,505                          Copyright Compass Partners, LLC. All rights reserved.
Detail: Power of blogging as a Social Media Activity
                                                                                                                                      75%
                                                                  All Blog Activity                                                31.5 million
        80                                                              55%
                                                                     23 million
        70                                                                                     54%
                                                                                            22.7 million
        60
                                                                                                                  40%
        50                                                                                                     16.8 million
    %                                                                    29%
        40                                                           12.0 million
                                                  19%
        30                  16%                8.0 million
                         6.7 million
        20
        10
         0
                    Status              Publish blogs          Post to blogs              Read blogs          Post to            Social
                   Updating                                                                                  message           networking
                    (e.g. Twitter)                                                                         boards/forums       (e.g. Facebook,
                                                                                                                                    MySpace)

             * Activities are not mutually exclusive

9
        Base: Those that participate in any social media weekly or more often, n= 1,505                           Copyright Compass Partners, LLC. All rights reserved.
In uence, Reach of Social Media with Women
     Maximum                          Post/Publish Blogs
     in uence                         •! Highest online frequency (80% read daily or 2-3x/week, 57%
                                         blog daily or 2-3x/week)
                                      •! Highest penetration of all social media activities (36% also do
                                         status updating, >80% use social networks)
                                      •! Leading edge of new trends (25% “strongly applies to me”)
                      Blogging        •! Most tech savvy segment (30% “strongly applies to me”)
                    (Publish, post)   •! Invest time searching for new products online (40% “strongly
                                         applies to me”)
                                      •! Smaller segment with broad reach

                                      Post Message Boards
                                      •! Broad reach (40% participate weekly or more often)
                   Post to Message    •! Online frequency (65% post daily or 2-3x/week)
                    Boards/forums     •! Cross usage of blog and social media activities
                                      •! Leading edge of new trends (18% “strongly applies to me”)
                                      •! Somewhat tech savvy (25% “strongly applies to me”)
                                      •! Invest time searching for new products online (40% “strongly
                                         applies to me”)

                                      Social Networks
                       Social         •! Broadest reach (75% participate weekly or more often)
                      Networks        •! Less active across other social media activities (1/3 do no other
                                         activities weekly or more often)
                                      •! Less likely to report on leading edge of new trends (13%
                                         “strongly applies to me”)
                                      •! Somewhat tech savvy (22% “strongly applies to me”)
                                      •! Less time searching for new products online (30% “strongly
                                         applies to me”)
     Maximum                          •! Motivation is more about staying up to date with friends
      reach

10
Base: Those that

      Many Women are using Multiple Social Media                                                                                          participate in
                                                                                                                                          social media any
                                                                                                                                          weekly or more
                                                                                                                                          often

      •! There is a high degree of overlap among social media activities by women
      •! Women who blog are signi cantly more active across all forms of social media
      •! 1/3 of women who do social networking do no other social media activities on a weekly basis
                                                                                Cross Usage
                                                                         (Daily, 2-3 times/week or weekly)
                                                                                          Post Comments
                                  Total                                    Post Comments    to Message                              Social
                              Participation   Read Blogs   Write Blogs         to Blog   Boards & Forums Status Update            Networking
                         n=       1505           793           312              453              603                266               1186

     Read Blogs                   54%          100.0%        84.9%             90.3%           67.0%              71.1%              47.4%

     Write blogs                  19%           33.4%        100.0%            51.9%           36.3%              42.9%              22.6%
     Post Comments to
                                  29%           51.6%        75.3%             100.0%          52.1%              54.9%              30.8%
     Blog
     Message Boards &
                                  40%           50.9%        70.2%             69.3%           100.0%             57.1%              39.0%
     Forums
     Status Update                16%           23.8%        36.5%             32.2%           25.2%             100.0%              19.9%

     Social Networking            75%           70.9%        85.9%             80.6%           76.6%              88.7%              100.0%




11
                                                                                                    Copyright Compass Partners, LLC. All rights reserved.
Demographic Pro le                                                                                                                                   Base: Those that
                                                                                                                                                               participate in any
                                                                                                                                                               social media
                                                                                                                                                               compared to
                                                                                                                                                               Post/Publish,
                                                                                                         Publish/Post            BlogHer                       weekly or more
                                                                        Any Social Media                                                                       often,
                           Demographics                                     General Population              Blog                 Network                       Gen Pop sample
                                                                                (n=1,505)                General Population      Publish/Post
                                                                                                              (n=830)             (n=1,008)

          Married/Living together                                                  60%                           57%                 82%                           Married
                                                                                                                                                                 (index 144)
          # in HHD                                                                  3.1                           3.2                 3.4
          Have children at home                                                    44%                           51%                 67%                             Kids
          Employed fulltime                                                        27%                           27%                 38%                         (index 131)
          Education
                   High school graduate or less                                    23%                           21%                 4%
                   Technical or trade school graduate                              6%                            6%                  3%
                   Some college/university                                         38%                           42%                 23%
                   Graduated from college/university                               22%                           21%                 41%                        70% have
                                                                                                                                                               completed
                   Some post-graduate work                                         4%                            4%                  9%
                                                                                                                                                                  college
                   Masters or doctorate degree                                     7%                            6%                  21%                       (index 229)
           Income
                   Under $25,000                                                   23%                           24%                 7%
                   $25,000-$34,999                                                 15%                           17%                 8%
                   $35,000-$49,999                                                 20%                           18%                 15%
                   $50,000-$74,999                                                 20%                           21%                 25%
                   $75,000-$99,999                                                 11%                           9%                  19%                       Approx half
                   $100,000-$124,999                                               6%                            6%                  13%                         >$75k/yr
                   Greater than $125,000                                           5%                            5%                  14%                       (index 230)

12
     Index: Index of 100 indicates equivalency between two data sets. Each point over 100 equals 1% increase
     Index compares BlogHer respondents to general population, e.g. an index of 144 indicates a 44% greater incidence    Copyright Compass Partners, LLC. All rights reserved.
Women are Shifting Time to Social Media
       •!     Time spent participating in the social media is shifting the media landscape
       •!     Shift away from traditional media continues to increase

                  Activity                                                     BlogHer                       General                 General
     “Are you spending more, less or the                                      Less Time                    Population              Population
        same time on these media?”                                             ‘09 (%)                      Less Time               Less Time
                                                                                                             ‘09 (%)                 ‘08 (%)
     Reading newspapers                                                            57%                        39%                         22%
     Reading magazines                                                             44%                        36%                         25%
     Listening to radio                                                            36%                        31%                         20%
     Watching TV                                                                   53%                        30%                         24%
     Talking on the phone                                                          39%                        28%                         N/A
     Message boards and forums                                                     31%                        25%                         N/A
     Meeting with people in person                                                 23%                        19%                         12%
     Visiting traditional websites                                                 16%                        6%                          12%

     n = 1,505 gen pop total weighted
13
     Q.37 Are you spending more, less or the same amount of time doing each of the following? Select one
     response for each statement                                                                               Copyright Compass Partners, LLC. All rights reserved.
Attitudes                                                                                                                                           Base: Those that
                                                                                                                                                         participate in any
                                                                                                                                                         social media
                                                                                                                                                         weekly or more
       •! Women who post and publish blogs report being more engaged in the social                                                                       often,
                                                                                                                                                         Gen Pop sample
          media space. When asked “How much do you agree or disagree with the
          following statements?” women responded:
                                                                                         Strongly Agree                                             Strongly Disagree



                                                                     Post/Publish Blog         20%                    36%                 30%                12% 3%
     “I tend to be the person who is on the leading
                 edge of something new”                                Social Network       13%                 30%                 34%                  16%       7%

                                                                     Any Social Media       11%                 29%            33%                   19%          8%




                                                                     Post/Publish Blog                    40%                       40%                  14% 5%
                                                                                                                                                              2%
     “I invest time searching for new products and                     Social Network              30%                       39%                 19%           8% 4%
                      ideas online”
                                                                     Any Social Media              31%                        41%                  18%          7%3%




                                                                     Post/Publish Blog              33%                       40%                    23%           4%
                                                                                                                                                                    2%
     “People tend to come to me for advice about a                     Social Network           22%                    42%                     25%             8% 4%
                        topic”
                                                                     Any Social Media          19%                     41%                  25%              10% 5%


                                                                                                                                     Post/Publish Blog       n=530
                                                                                                                                     Social Network          n=1,186
                                                                                                                                     Any Social Media        n=1,505
14
        Q11. How much do you agree or disagree with the following statements?
Base: Those that

            Attitudes (cont.)
                                                                                                                                                     participate in any
                                                                                                                                                     social media
                                                                                                                                                     weekly or more
                                                                                                                                                     often,
                                                                                                                                                     Gen Pop sample



                                                                                        Strongly Agree                                          Strongly Disagree



                                                                    Post/Publish Blog                    40%               28%           13%         12%       7%

       “I can't stand to be o ine for even a day”                      Social Network              33%               27%           15%          16%          10%

                                                                     Any Social Media              32%               28%           14%          16%         11%




                                                                    Post/Publish Blog             30%                      44%                   19%          5%
                                                                                                                                                               2%

          “I consider myself technically savvy”                       Social Network           22%               41%                      24%              9% 4%

                                                                     Any Social Media        18%               40%                     27%               11% 4%




                                                                    Post/Publish Blog             31%                33%                 22%             12% 3%
     “Connections and friendships I form online are
       just as meaningful as relationships I form in                   Social Network          22%             31%                26%                16%        6%
                        person”
                                                                     Any Social Media         21%              31%               26%                 16%       7%


                                                                                                                                 Post/Publish Blog       n=530
                                                                                                                                 Social Network          n=1,186
                                                                                                                                 Any Social Media        n=1,505
15
           Q.11 How much do you agree or disagree with the following statements?
Base: Those that

     Blog Publishers – Length of Time Writing Blogs                                                                publish a blog
                                                                                                                   weekly or more
                                                                                                                   often



      •! There continue to be a tremendous in ux of new bloggers coming into the blogosphere
      •! Women in the BlogHer Network have been blogging longer than those in the general social
         media population
      •! When asked “How long have you been blogging?” women responded:
                                                      24%

         20%                  21%               20%                                           Gen Pop
                                                                     17%                      BlogHer Network
                                      15%                      14%
                                                                                   13%                            12%
                9%                                                                               10%       10%
                                                                              9%

                                                                                            6%




       Just a few months       A year or less    1 - 2 years    2 - 3 years   3 - 4 years   4 - 5 years   More than 5 years




                                                                                                                n = 217 Gen Pop
                                                                                                                n= 701 BlogHer
16
      Q.19 How long have you been blogging?
Motivation to Publish Blogs
       •!     Blogging is fun and provides a means to express oneself and “connect with others
              like me”
       •!     The motivations of women in the BlogHer community are nearly identical to
              those of the General Population sample
       •!     When asked, “How well does each of the following describe your motivation to
              blog?” women responded:
                                                            For fun                                                                               76%

                                                  Express myself                                                                             73%

                                  Connect with others like me                                                                    59%

                                       Personal record or diary                                                            54%

                                        To give advice/educate                                                       37%

       Positive reactions and feedback from my audience                                                            33%

                     Establish or contribute to a community                                                  29%

                                       To reach large audience                                           25%
                                                                                                                                       n = 241
                                                                                                                                       Publish
                                 To persuade others/advocate                                           22%                             Blog Gen
                                                                                                                                       Pop
                            Promote my skills or my business                                       21%

                                                     Earn money                                  17%



17
            Q.22 Please rate how well each of the following describes your motivation to blog?
Motivation to Participate
     •! Women who blog and who participate in social networks share core motivations to “have fun,
        entertain and connect with others like me”
     •! Blog content is almost 2x as likely to be used to get information, stay informed on speci c topics and
        seek advice and recommendations
     •! Social networks are used to stay up to date on friends and family
                                                                Read and/or Post                                  Participate in Social
                                                               Comments to Blogs                                        Networks
                                                    For fun                                        68% fun
                                                                                                      For                                            72%


                                           Get information                                    Get information
                                                                                                64%                              32%                   Index = 200

                                        For entertainment                                   For entertainment
                                                                                             56%                                             56%


                                            Share opinions                                    Share opinions
                                                                                            55%                                    34%


                          Stay up to date on friends/family                  Stay up to date on friends/family
                                                                                          51%                                                        75%


                               Connect with others like me                        Connect with others like me
                                                                                          51%                                              52%


                          Stay up to date on speci c topics                  Stay up to date on speci c topics
                                                                                           51%                               25%                       Index = 204

                        Seek advice and recommendations                  Seek advice 43% recommendations
                                                                                     and                                   20%                         Index = 215

                     Provide advice and recommendations                Provide advice and recommendations
                                                                                31%                                       19%


                                Contribute to a community                      27%Contribute to a community               18%


                                 For professional purposes             14%          For professional purposes        8%

                                                                        n=868                                               n=1,186
                                                              Base = Participate in Blogs                    Base = Participate in Social Networks
18
      Q.25 Which of the following statements describes your motivation to read and/or post comments on blogs?
      Q.27 Which of the following statements describes your motivation to participate in social networks? Index compares motivation to blog vs. motivation to participate in social networks
Topics of Interest                                                                                                                  Base: Those that
                                                                                                                                         participate in any
                                                                                                                                         blog activity
     •! Women who participate in these activities have similar topics of                                                                 compared to
                                                                                                                                         social media
        interest across sources                                                                                                          activity, weekly or
                                                                                                                                         more often,
     •! When asked, “Which topics do you like to read about and/or post                                                                  Gen Pop sample
        comments about online?” women responded:
                                                                                                        Women Who
                                                           Women Who Read and/or                    Participate in Social
                                                           Post Comments to Blogs                         Networks
                      Personal blog (my life, family and      Personal blog (my life, family and
                                                                                          59%                                      54%
                                  friends)
                      Entertainment (Movies/TV/Music/                     friends)
                                                              Entertainment (Movies/TV/Music/
                                                                                        55%                                        53%
                                   Books)           Food                   Books) 52% Food                                       47%
                                      Health/Wellness                          Health/Wellness
                                                                                     49%                                     42%
                                      Recipes/Cooking                          Recipes/Cooking
                                                                                  44%                                        40%
                             Fashion/Beauty/Shopping                  Fashion/Beauty/Shopping
                                                                                 42%                                         39%
                                              Shopping                         38% Shopping                                38%
                                        Arts and Crafts                       36%Arts and Crafts                       30%
                              Sex/Relationships/Dating                 Sex/Relationships/Dating
                                                                           31%                                         31%
                                     Politics and News                     30%Politics and News                  22%
                                    Home/Garden/DIY                      28% Home/Garden/DIY                     22%
                                              Parenting                  27%           Parenting                     25%
                      Business/Career/Personal Finance         Business/Career/Personal Finance
                                                                        24%                                     20%
                                  Technology/Gadgets                   23% Technology/Gadgets                  18%
                                                 Travel                23%                 Travel                22%
                                        Social activism               21%         Social activism              16%
                                                  Green               20%                   Green              15%
                                                 Sports            14%                     Sports          13%
                                      Pregnancy/Baby               13%          Pregnancy/Baby             14%
                                                   Cars           11%                        Cars         9%
                                                  Other          10%       Other, please specify          8%


                                                            n=868                                   n=1,186
19

        Q.30 Which topics do you like to read about and/or post comments online? Select all that apply.
Source for Topics of Interest                                                                                                                                 Base: Those that
                                                                                                                                                                   participate in any
                                                                                                                                                                   blog activity
     •! When asked, “Which sources do you rely on for information on the topics you’re                                                                             compared to
                                                                                                                                                                   social media
        interested in?” women responded:                                                                                                                           activity, weekly or
                                                                                                                                                                   more often,
        Topic                                                                                                                                                      Gen Pop sample
                                                                                     Blogs                 Social Networks                    Index
        (% who rely on source for topic)
        Politics and News                                                             59.5                         37.3                        160
        Technology/Gadgets                                                            61.0                         39.0                        156
        Cars                                                                          41.3                         26.8                        154
        Business/Career/Personal Finance                                              52.7                         35.6                        148
        Green                                                                         57.1                         39.5                        145
        Health/Wellness                                                               46.3                         33.6                        138
        Pregnancy/Baby                                                                55.2                         43.1                        128
        Arts and Crafts                                                               48.6                         38.6                        126
        Home & Garden                                                                 46.4                         37.0                        125
        Food                                                                          44.4                         39.4                        113
        Travel                                                                        53.4                         47.7                        112
        Parenting                                                                     49.4                         46.1                        107
        Sports                                                                        46.3                         43.8                        106
        Social activism                                                               65.2                         61.4                        106
        Recipes/Cooking                                                               44.4                         42.1                        105
        Fashion/Beauty/Shopping                                                       44.1                         46.4                        95
        Entertainment (Movies/TV/Music/Books)                                         48.2                         56.1                        86
        Shopping                                                                      39.5                         49.9                        79
        Sex/Relationships/Dating                                                      45.5                         59.0                        77
                                                                                                                                               n = varies per topic
20
     Q.31 Which sources do you rely on for information on the topics you are interested in? Select the sources you use for each topic below. You may select more
          than one source for each topic. Index compares reliance on blogs as a source vs. social networks as a source.
Impact of the Economy

      When asked “How has the economy a ected your buying
        behavior?” women responded:

      •! The economy is top of mind for women online
               –! 78% are considering purchases more carefully
               –! 73% are spending less overall

      •! The Internet is a valuable economic resource
               –! 62% are comparing prices online more often
               –! 48% are spending more time online researching purchases
               –! 25% are trying to to buy from “companies I know”

                                                          Total weighted n=1,454

21
     Q.45 How has the economy a ected your buying behavior?                        Copyright Compass Partners, LLC. All rights reserved.
Purchase Decision In uence – Blogs
         •! Women report they are signi cantly more likely to make a purchase decision based on
            customer experiences reported on blogs
         •! When asked, “Have you made a purchasing decision as a result of a recommendation or
            customer experience posted on …blog?” women responded:


                                                       85%                                                                                  Any Social
                                                                                                                                            Media
                                                                                                                                            Activity
                                                                                                                                            Post/Publish
                                                                                                                                            Blog

                                                                                                                                            BlogHer
                                           45%                                                                           44%                Network
                                                                                        40%          39%
                                37%                                         35%                                                    35%




                                                                                                                                                9%



                                  I've decided to purchase                  I've decided NOT to purchase          Does not a ect me one way or the other


                                                                       n = 853Gen Pop Social Media
                                                                       n= 376 Post/Publish Blog
                                                                       n= 803 BlogHer Network
22
     Q.53 Have you made a purchasing decision as a result of a recommendation or customer experience posted on a blog?    Copyright Compass Partners, LLC. All rights reserved.
The State of the Social Media World
     •! Scale: Continuing mainstream adoption of social media
        and blogs
     •! In uence: Blogs are go-to social media source for
        information, advice and recommendations
     •! Media Shift: Social media continues to supplant
        traditional media
     •! Women Bloggers: Most engaged, leading edge of social
        media users




23
                                               Copyright Compass Partners, LLC. All rights reserved.
Appendix




24
                Copyright Compass Partners, LLC. All rights reserved.
Online Media Habits by Age                                                                                                             Base: Female
                                                                                                                                                                               online Gen Pop
                                        •!      Includes all users, including users less frequent than weekly                                                                  including users
                                                                                                                                                                               less frequent than
                                        •!      Online media participation rates decline with increasing age                                                                   weekly
                                                                                                                                                                               n= 2,821
                                        •!      Rates highest among Millennials and Generation X, the “digital natives”
                                                “Which of the following                   Total %              Millennials %           Generation X %   Boomers %      Matures %
                                                 types of online media                   (18-77 yrs)            (18-26 yrs)              (27-43 yrs)     (44-62 yrs)   (63-77 yrs)
                                                activities do you engage                   n= 2,2821                n= 587                    n= 817       n=934         n=448
                                                           in? “
     Social Media Activities Measured




                                             Social networking (e.g. Facebook,
                                             MySpace)
                                                                                              53                      83                        65          41             25

                                             Reading blogs                                    38                      50                        44          34             22
                                             Posting comments to a blog                       32                      46                        37          27             17
                                             Writing/updating blogs                           25                      41                        29          19             12
                                             Posting comments to message boards
                                             and forums                                       32                      46                        37          27             17

                                             Status updating (e.g. Twitter)                   12                      25                        15           8             3
                                             Shopping online                                  74                      68                        75          77             72
                                             Researching products and services
                                             online
                                                                                              66                      56                        67          69             67

                                             Sharing digital photos online                    48                      63                        57          41             30
                                             Instant Messenger                                47                      68                        50          41             32
                                             Watching video, TV, and movies online            45                      74                        53          34             20

                                             Downloading digital music                        34                      62                        45          23             7
                                             Sharing video online                             20                      29                        20          14             12
25                                           Viewing/Listening to podcasts                   13                      16                         15          13             5
                                                Q.8 Which of the following types of online media activities do you engage in? Select all that apply.
                                                .

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2009 Women and Social Media Study by BlogHer, iVillage and Compass Partners

  • 1. 2009 Women and Social Media Study by BlogHer, iVillage and Compass Partners Susan Wright Elisa Camahort Page Managing Director Co-Founder and COO www.compasspartners-llc.com http://blogher.com Copyright Compass Partners, LLC. All rights reserved.
  • 2. Executive Summary •! Research Objectives: page 3 •! Methodology: page 4 •! Sizing the social media world for women: pages 5-6 •! Women’s social media participation details: pages 7-12 •! Time shift from traditional media to social media: page 13 •! Blogger attitude statements: pages 14-15 •! Bloggers motivations, duration, topics of interest: pages 16-20 •! Economic impact and purchasing behaviors: pages 21-22 •! Takeaways: page 23 •! Appendix 2 Copyright Compass Partners, LLC. All rights reserved.
  • 3. Research Objectives 1.! Deliver de nitive, independent data that provides a market view of current dynamics and trends among U.S. women online 2.! Measure and de ne the participation of women across social media, focusing on bloggers and their impact 3.! Distinguish the behavior of women participating in four social media activities: Blogs, message boards/forums, status updates (e.g. Twitter) and social networks (e.g. Facebook, MySpace) –! Insights into usage, habits and attitudes –! Develop pro les –! Separate bloggers from social networks and status updating (e.g. Twitter) 4.! Quantify the in uence women who use social media wield on purchasing and decision making of products and services For speci c questions on the study, please contact Susan Wright: susan@compasspartners-llc.com For the detailed, in-depth report please contact Gina Garrubbo Gina@BlogHer.com or Susan Wright: susan@compasspartners-llc.com 3 Copyright Compass Partners, LLC. All rights reserved.
  • 4. Methodology •! This study was designed to compare two samples of users: –! General population sample: Objective view of what is happening in the market –! BlogHer network sample: Understand community’s position in overall market –! Data is comparative. Responses from samples were not combined. •! Audience: Women aged 18 – 77 years •! General population data is weighted by key age breaks to be representative •! Blogosphere sizing includes calibration for U.S. internet penetration (72.5%) •! Sample size (n): This survey was elded with three samples –! General Population online panel sample (n = 2,821) •! Users who participate at least weekly or more often sample (n = 1,505) •! Margin of error at 95% con dence = +/- 3.0% –! BlogHer network intercept sample (n = 1,008) •! Margin of error at 95% con dence = +/- 3.0% –! iVillage website intercept sample (n = 788; not covered in this report) •! Margin of error at 95% con dence = +/- 3.5% •! Market: U.S. •! Date: This study was conducted in March 2009 4 Copyright Compass Partners, LLC. All rights reserved.
  • 5. Sizing the Social Media World for U.S. Women •! First we took an online sample Women in the U.S., ages 18-77 representative of the female U.S. 40 39.8 internet population …. 34.5 30 •! Second we asked 2,821 women in Millions which online social media 20 18.3 activities they participate in 16.4 10 •! Third we weighted women’s responses by key demographic 0 age breaks to be representative of Millenials the female Internet population (18-26) GenX (27-43) Boomers Matures (44-62) (63-77) •! Fourth we focused on women who use social media weekly or more Market Assumptions: frequently •! 109 million women in the U.S. aged 18-77 years* •! U.S. Internet penetration = 72.5%** •! 79 million women online in the U.S. aged 18-77 years Sources: *U.S. National Census Data Projections, Feb. 2009 **A.C. Nielsen, Internet Net Statistics, Dec. 2008 5 Copyright Compass Partners, LLC. All rights reserved.
  • 6. Sizing the Social Media World for Active U.S. Women •! More than half of women surveyed who do any “social media” activity participate daily, 2-3 times per week, and weekly •! The remainder of this report is only about this 53% of women who participate weekly or more Do you participate in the Social Media space at least weekly? Read, or Post, or Publish Blogs, Message Boards, Social Networks, Status Updating No Any Weekly Social Yes 47% Media Activity 53% Included in study U.S. Female Internet Population U.S. Female Active Social Media User Population 79 million 42 million 6 Base: Those that participate in any social media weekly or more often, n= 1,505
  • 7. Participation by Active U.S. Women in Social Media by Age Group 40 •! 79 million U.S. women online Women Online •! 42 million U.S. women Participate in Social Media online weekly doing some form of social 30 28.9 media activity 25.0 •! Activities de nition = in Millions !! Social networks (e.g. Facebook, MySpace) 20 !! Blogging 15.4 !! Reading blogs 13.3 !! Posting to blogs 13.3 !! Message boards & 9.7 10 11.9 forums !! Status Updating 62% 73% 46% (e.g.Twitter) 3.6 0 30% De nitions: Millenials (18-26) GenX (27-43) Participate in any of the following social media activities Boomers Daily, 2-3 times/week or weekly (44-62) Matures (63-77) 7
  • 8. Weekly Participation by Women by Social Media Activity 75% 31.5 million 80 70 55% 23 million 60 40% 50 16.8 million 40 30 16% 6.7 million 20 10 0 Status Updating Message Boards/ All Blog Activity Social Networks (e.g. Twitter) Forums (e.g. Facebook, MySpace) * Activities are not mutually exclusive 8 Base: Those that participate in any social media weekly or more often, n= 1,505 Copyright Compass Partners, LLC. All rights reserved.
  • 9. Detail: Power of blogging as a Social Media Activity 75% All Blog Activity 31.5 million 80 55% 23 million 70 54% 22.7 million 60 40% 50 16.8 million % 29% 40 12.0 million 19% 30 16% 8.0 million 6.7 million 20 10 0 Status Publish blogs Post to blogs Read blogs Post to Social Updating message networking (e.g. Twitter) boards/forums (e.g. Facebook, MySpace) * Activities are not mutually exclusive 9 Base: Those that participate in any social media weekly or more often, n= 1,505 Copyright Compass Partners, LLC. All rights reserved.
  • 10. In uence, Reach of Social Media with Women Maximum Post/Publish Blogs in uence •! Highest online frequency (80% read daily or 2-3x/week, 57% blog daily or 2-3x/week) •! Highest penetration of all social media activities (36% also do status updating, >80% use social networks) •! Leading edge of new trends (25% “strongly applies to me”) Blogging •! Most tech savvy segment (30% “strongly applies to me”) (Publish, post) •! Invest time searching for new products online (40% “strongly applies to me”) •! Smaller segment with broad reach Post Message Boards •! Broad reach (40% participate weekly or more often) Post to Message •! Online frequency (65% post daily or 2-3x/week) Boards/forums •! Cross usage of blog and social media activities •! Leading edge of new trends (18% “strongly applies to me”) •! Somewhat tech savvy (25% “strongly applies to me”) •! Invest time searching for new products online (40% “strongly applies to me”) Social Networks Social •! Broadest reach (75% participate weekly or more often) Networks •! Less active across other social media activities (1/3 do no other activities weekly or more often) •! Less likely to report on leading edge of new trends (13% “strongly applies to me”) •! Somewhat tech savvy (22% “strongly applies to me”) •! Less time searching for new products online (30% “strongly applies to me”) Maximum •! Motivation is more about staying up to date with friends reach 10
  • 11. Base: Those that Many Women are using Multiple Social Media participate in social media any weekly or more often •! There is a high degree of overlap among social media activities by women •! Women who blog are signi cantly more active across all forms of social media •! 1/3 of women who do social networking do no other social media activities on a weekly basis Cross Usage (Daily, 2-3 times/week or weekly) Post Comments Total Post Comments to Message Social Participation Read Blogs Write Blogs to Blog Boards & Forums Status Update Networking n= 1505 793 312 453 603 266 1186 Read Blogs 54% 100.0% 84.9% 90.3% 67.0% 71.1% 47.4% Write blogs 19% 33.4% 100.0% 51.9% 36.3% 42.9% 22.6% Post Comments to 29% 51.6% 75.3% 100.0% 52.1% 54.9% 30.8% Blog Message Boards & 40% 50.9% 70.2% 69.3% 100.0% 57.1% 39.0% Forums Status Update 16% 23.8% 36.5% 32.2% 25.2% 100.0% 19.9% Social Networking 75% 70.9% 85.9% 80.6% 76.6% 88.7% 100.0% 11 Copyright Compass Partners, LLC. All rights reserved.
  • 12. Demographic Pro le Base: Those that participate in any social media compared to Post/Publish, Publish/Post BlogHer weekly or more Any Social Media often, Demographics General Population Blog Network Gen Pop sample (n=1,505) General Population Publish/Post (n=830) (n=1,008) Married/Living together 60% 57% 82% Married (index 144) # in HHD 3.1 3.2 3.4 Have children at home 44% 51% 67% Kids Employed fulltime 27% 27% 38% (index 131) Education High school graduate or less 23% 21% 4% Technical or trade school graduate 6% 6% 3% Some college/university 38% 42% 23% Graduated from college/university 22% 21% 41% 70% have completed Some post-graduate work 4% 4% 9% college Masters or doctorate degree 7% 6% 21% (index 229) Income Under $25,000 23% 24% 7% $25,000-$34,999 15% 17% 8% $35,000-$49,999 20% 18% 15% $50,000-$74,999 20% 21% 25% $75,000-$99,999 11% 9% 19% Approx half $100,000-$124,999 6% 6% 13% >$75k/yr Greater than $125,000 5% 5% 14% (index 230) 12 Index: Index of 100 indicates equivalency between two data sets. Each point over 100 equals 1% increase Index compares BlogHer respondents to general population, e.g. an index of 144 indicates a 44% greater incidence Copyright Compass Partners, LLC. All rights reserved.
  • 13. Women are Shifting Time to Social Media •! Time spent participating in the social media is shifting the media landscape •! Shift away from traditional media continues to increase Activity BlogHer General General “Are you spending more, less or the Less Time Population Population same time on these media?” ‘09 (%) Less Time Less Time ‘09 (%) ‘08 (%) Reading newspapers 57% 39% 22% Reading magazines 44% 36% 25% Listening to radio 36% 31% 20% Watching TV 53% 30% 24% Talking on the phone 39% 28% N/A Message boards and forums 31% 25% N/A Meeting with people in person 23% 19% 12% Visiting traditional websites 16% 6% 12% n = 1,505 gen pop total weighted 13 Q.37 Are you spending more, less or the same amount of time doing each of the following? Select one response for each statement Copyright Compass Partners, LLC. All rights reserved.
  • 14. Attitudes Base: Those that participate in any social media weekly or more •! Women who post and publish blogs report being more engaged in the social often, Gen Pop sample media space. When asked “How much do you agree or disagree with the following statements?” women responded: Strongly Agree Strongly Disagree Post/Publish Blog 20% 36% 30% 12% 3% “I tend to be the person who is on the leading edge of something new” Social Network 13% 30% 34% 16% 7% Any Social Media 11% 29% 33% 19% 8% Post/Publish Blog 40% 40% 14% 5% 2% “I invest time searching for new products and Social Network 30% 39% 19% 8% 4% ideas online” Any Social Media 31% 41% 18% 7%3% Post/Publish Blog 33% 40% 23% 4% 2% “People tend to come to me for advice about a Social Network 22% 42% 25% 8% 4% topic” Any Social Media 19% 41% 25% 10% 5% Post/Publish Blog n=530 Social Network n=1,186 Any Social Media n=1,505 14 Q11. How much do you agree or disagree with the following statements?
  • 15. Base: Those that Attitudes (cont.) participate in any social media weekly or more often, Gen Pop sample Strongly Agree Strongly Disagree Post/Publish Blog 40% 28% 13% 12% 7% “I can't stand to be o ine for even a day” Social Network 33% 27% 15% 16% 10% Any Social Media 32% 28% 14% 16% 11% Post/Publish Blog 30% 44% 19% 5% 2% “I consider myself technically savvy” Social Network 22% 41% 24% 9% 4% Any Social Media 18% 40% 27% 11% 4% Post/Publish Blog 31% 33% 22% 12% 3% “Connections and friendships I form online are just as meaningful as relationships I form in Social Network 22% 31% 26% 16% 6% person” Any Social Media 21% 31% 26% 16% 7% Post/Publish Blog n=530 Social Network n=1,186 Any Social Media n=1,505 15 Q.11 How much do you agree or disagree with the following statements?
  • 16. Base: Those that Blog Publishers – Length of Time Writing Blogs publish a blog weekly or more often •! There continue to be a tremendous in ux of new bloggers coming into the blogosphere •! Women in the BlogHer Network have been blogging longer than those in the general social media population •! When asked “How long have you been blogging?” women responded: 24% 20% 21% 20% Gen Pop 17% BlogHer Network 15% 14% 13% 12% 9% 10% 10% 9% 6% Just a few months A year or less 1 - 2 years 2 - 3 years 3 - 4 years 4 - 5 years More than 5 years n = 217 Gen Pop n= 701 BlogHer 16 Q.19 How long have you been blogging?
  • 17. Motivation to Publish Blogs •! Blogging is fun and provides a means to express oneself and “connect with others like me” •! The motivations of women in the BlogHer community are nearly identical to those of the General Population sample •! When asked, “How well does each of the following describe your motivation to blog?” women responded: For fun 76% Express myself 73% Connect with others like me 59% Personal record or diary 54% To give advice/educate 37% Positive reactions and feedback from my audience 33% Establish or contribute to a community 29% To reach large audience 25% n = 241 Publish To persuade others/advocate 22% Blog Gen Pop Promote my skills or my business 21% Earn money 17% 17 Q.22 Please rate how well each of the following describes your motivation to blog?
  • 18. Motivation to Participate •! Women who blog and who participate in social networks share core motivations to “have fun, entertain and connect with others like me” •! Blog content is almost 2x as likely to be used to get information, stay informed on speci c topics and seek advice and recommendations •! Social networks are used to stay up to date on friends and family Read and/or Post Participate in Social Comments to Blogs Networks For fun 68% fun For 72% Get information Get information 64% 32% Index = 200 For entertainment For entertainment 56% 56% Share opinions Share opinions 55% 34% Stay up to date on friends/family Stay up to date on friends/family 51% 75% Connect with others like me Connect with others like me 51% 52% Stay up to date on speci c topics Stay up to date on speci c topics 51% 25% Index = 204 Seek advice and recommendations Seek advice 43% recommendations and 20% Index = 215 Provide advice and recommendations Provide advice and recommendations 31% 19% Contribute to a community 27%Contribute to a community 18% For professional purposes 14% For professional purposes 8% n=868 n=1,186 Base = Participate in Blogs Base = Participate in Social Networks 18 Q.25 Which of the following statements describes your motivation to read and/or post comments on blogs? Q.27 Which of the following statements describes your motivation to participate in social networks? Index compares motivation to blog vs. motivation to participate in social networks
  • 19. Topics of Interest Base: Those that participate in any blog activity •! Women who participate in these activities have similar topics of compared to social media interest across sources activity, weekly or more often, •! When asked, “Which topics do you like to read about and/or post Gen Pop sample comments about online?” women responded: Women Who Women Who Read and/or Participate in Social Post Comments to Blogs Networks Personal blog (my life, family and Personal blog (my life, family and 59% 54% friends) Entertainment (Movies/TV/Music/ friends) Entertainment (Movies/TV/Music/ 55% 53% Books) Food Books) 52% Food 47% Health/Wellness Health/Wellness 49% 42% Recipes/Cooking Recipes/Cooking 44% 40% Fashion/Beauty/Shopping Fashion/Beauty/Shopping 42% 39% Shopping 38% Shopping 38% Arts and Crafts 36%Arts and Crafts 30% Sex/Relationships/Dating Sex/Relationships/Dating 31% 31% Politics and News 30%Politics and News 22% Home/Garden/DIY 28% Home/Garden/DIY 22% Parenting 27% Parenting 25% Business/Career/Personal Finance Business/Career/Personal Finance 24% 20% Technology/Gadgets 23% Technology/Gadgets 18% Travel 23% Travel 22% Social activism 21% Social activism 16% Green 20% Green 15% Sports 14% Sports 13% Pregnancy/Baby 13% Pregnancy/Baby 14% Cars 11% Cars 9% Other 10% Other, please specify 8% n=868 n=1,186 19 Q.30 Which topics do you like to read about and/or post comments online? Select all that apply.
  • 20. Source for Topics of Interest Base: Those that participate in any blog activity •! When asked, “Which sources do you rely on for information on the topics you’re compared to social media interested in?” women responded: activity, weekly or more often, Topic Gen Pop sample Blogs Social Networks Index (% who rely on source for topic) Politics and News 59.5 37.3 160 Technology/Gadgets 61.0 39.0 156 Cars 41.3 26.8 154 Business/Career/Personal Finance 52.7 35.6 148 Green 57.1 39.5 145 Health/Wellness 46.3 33.6 138 Pregnancy/Baby 55.2 43.1 128 Arts and Crafts 48.6 38.6 126 Home & Garden 46.4 37.0 125 Food 44.4 39.4 113 Travel 53.4 47.7 112 Parenting 49.4 46.1 107 Sports 46.3 43.8 106 Social activism 65.2 61.4 106 Recipes/Cooking 44.4 42.1 105 Fashion/Beauty/Shopping 44.1 46.4 95 Entertainment (Movies/TV/Music/Books) 48.2 56.1 86 Shopping 39.5 49.9 79 Sex/Relationships/Dating 45.5 59.0 77 n = varies per topic 20 Q.31 Which sources do you rely on for information on the topics you are interested in? Select the sources you use for each topic below. You may select more than one source for each topic. Index compares reliance on blogs as a source vs. social networks as a source.
  • 21. Impact of the Economy When asked “How has the economy a ected your buying behavior?” women responded: •! The economy is top of mind for women online –! 78% are considering purchases more carefully –! 73% are spending less overall •! The Internet is a valuable economic resource –! 62% are comparing prices online more often –! 48% are spending more time online researching purchases –! 25% are trying to to buy from “companies I know” Total weighted n=1,454 21 Q.45 How has the economy a ected your buying behavior? Copyright Compass Partners, LLC. All rights reserved.
  • 22. Purchase Decision In uence – Blogs •! Women report they are signi cantly more likely to make a purchase decision based on customer experiences reported on blogs •! When asked, “Have you made a purchasing decision as a result of a recommendation or customer experience posted on …blog?” women responded: 85% Any Social Media Activity Post/Publish Blog BlogHer 45% 44% Network 40% 39% 37% 35% 35% 9% I've decided to purchase I've decided NOT to purchase Does not a ect me one way or the other n = 853Gen Pop Social Media n= 376 Post/Publish Blog n= 803 BlogHer Network 22 Q.53 Have you made a purchasing decision as a result of a recommendation or customer experience posted on a blog? Copyright Compass Partners, LLC. All rights reserved.
  • 23. The State of the Social Media World •! Scale: Continuing mainstream adoption of social media and blogs •! In uence: Blogs are go-to social media source for information, advice and recommendations •! Media Shift: Social media continues to supplant traditional media •! Women Bloggers: Most engaged, leading edge of social media users 23 Copyright Compass Partners, LLC. All rights reserved.
  • 24. Appendix 24 Copyright Compass Partners, LLC. All rights reserved.
  • 25. Online Media Habits by Age Base: Female online Gen Pop •! Includes all users, including users less frequent than weekly including users less frequent than •! Online media participation rates decline with increasing age weekly n= 2,821 •! Rates highest among Millennials and Generation X, the “digital natives” “Which of the following Total % Millennials % Generation X % Boomers % Matures % types of online media (18-77 yrs) (18-26 yrs) (27-43 yrs) (44-62 yrs) (63-77 yrs) activities do you engage n= 2,2821 n= 587 n= 817 n=934 n=448 in? “ Social Media Activities Measured Social networking (e.g. Facebook, MySpace) 53 83 65 41 25 Reading blogs 38 50 44 34 22 Posting comments to a blog 32 46 37 27 17 Writing/updating blogs 25 41 29 19 12 Posting comments to message boards and forums 32 46 37 27 17 Status updating (e.g. Twitter) 12 25 15 8 3 Shopping online 74 68 75 77 72 Researching products and services online 66 56 67 69 67 Sharing digital photos online 48 63 57 41 30 Instant Messenger 47 68 50 41 32 Watching video, TV, and movies online 45 74 53 34 20 Downloading digital music 34 62 45 23 7 Sharing video online 20 29 20 14 12 25 Viewing/Listening to podcasts 13 16 15 13 5 Q.8 Which of the following types of online media activities do you engage in? Select all that apply. .