DECODE presents at Local Social Summit 2010
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DECOCE CEO Robert Barnard presented this deck at the Local Social Summit 2010 in London, UK.
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DECODE presents at Local Social Summit 2010
- 1. Decoding Digital Friends Local Social Summit 2010
- 2. Knowledge + insights Strategy + Co-creation Ventures Young people Generation Y and Z LifeStages
- 3. LifeStage TM - opportunities to innovate Post Secondary School Student Young Singles High School students major life stages Young Couples Mature Singles/Couples Retired People Primary School Families High Schoolers’ Parents Pre-school Families major life transitions first-time experiences DRIVERS life schedule life stage influencers life stage media life stage interests locational concentration DEFINITION A period of time in a person's life characterized by a particular set of concerns or motives
- 4. Decoding Digital Friends study
- 5. 43 Page
- 6. 66 Page
- 8. Frequency of Use - Daily
- 9. The role of social media Page
- 10. “ I use it all the time” Page © DECODE 2010 www.decode.net 82% 51% 37% 15%
- 11. Social network size Page Total network Regular network
- 12. Strength of relationships Page
- 13. Page LifeStage networks strength
- 14. Creating Using and Sharing Behaviour - UK © DECODE 2010 www.decode.net Page rating
- 15. © DECODE 2010 www.decode.net Page Creating Using and Sharing Behaviour - Canada
- 19. Page
- 20. Buzzfluencers have large networks
- 23. Acting on recommendations from individuals Page %
- 24. Acting on recommendations from organizations Page
- 25. Digital Brand Relationships Page
- 26. Google BBC Tesco Microsoft Channel 4 Asda Sky O2 Apple Boots Sainsbury’s iTV Coca Cola Virgin Nintendo Orange Sony VISA BT Nokia McDonald's Samsung M&S Vodafone Cadbury Top 25 Liked brands With digital interactions
- 27. Focus on segmentation be realistic about breadth and depth make it easier to share not create balance rating and commenting find and emulate Buzzfluencers
Editor's Notes
- Twitter and Blogs are more used with less frequency (every two weeks, once a month, or every several months): 19% Post on twitter, 26.7% write a blog, and 37.9% comment a blog Twitting and writing blogs are more frequent among older groups like young parents and men.
- Youtube is driven by the younger three groups. Msn is driven by youngest group. LinkedIn is mostly used by young parents (daily). Reading twitter is mainly young parents and to some extent young singles. So much of the conversation is now taking place on only 3 platforms. While Twitter is creeping up the ranks it has a noticeably older skew
- The number of friends in a network decreases for young singles (largely due to them dropping their post-secondary friends). Numbers increase for young couples, as they incorporate their partner’s network into their own. However, across all life-stages the numbers of close and best friends are approximately the same but the number of family decrease for young singles. School friends decrease over time and work place friends increase.
- -The high percentage of people who look at/watch/listen pictures, videos, and music is associated with one of the main social media value: entertainment (65% of users say that social media ‘it’s a form of entertainment for me’). - The high percentage of people who create, look, comment Profiles can be explained by the fact that 55% of ‘profiles users’ are ‘gossip’, they agree with the following statement: “I like to feel I can see what’s going on in the lives of others.’ 58% of ‘profiles-commenter’ also agree with that. The profile-creators tend to have more profiles than the total sample (5 in average) and maintain them most frequent (43% against 35% total) Young couples and women tend to read public forums most. The latter along with high school students comment the most on public forums. Although creating and uploading music is dominated by high school students, they don’t tend to create/share/read blogs, twitter, and podcasts. Young singles, couples, and parents blog more than young students. Young parents use Twitter most. Podscasts and twitter are most used by men
- -The high percentage of people who look at/watch/listen pictures, videos, and music is associated with one of the main social media value: entertainment (65% of users say that social media ‘it’s a form of entertainment for me’). - The high percentage of people who create, look, comment Profiles can be explained by the fact that 55% of ‘profiles users’ are ‘gossip’, they agree with the following statement: “I like to feel I can see what’s going on in the lives of others.’ 58% of ‘profiles-commenter’ also agree with that. The profile-creators tend to have more profiles than the total sample (5 in average) and maintain them most frequent (43% against 35% total) Young couples and women tend to read public forums most. The latter along with high school students comment the most on public forums. Although creating and uploading music is dominated by high school students, they don’t tend to create/share/read blogs, twitter, and podcasts. Young singles, couples, and parents blog more than young students. Young parents use Twitter most. Podscasts and twitter are most used by men
- The number of friends in a network decreases for young singles (largely due to them dropping their post-secondary friends). Numbers increase for young couples, as they incorporate their partner’s network into their own. However, across all life-stages the numbers of close and best friends are approximately the same but the number of family decrease for young singles. School friends decrease over time and work place friends increase.
- The size of the online and offline social network increases by the grade of influence. Among high internet influencer, the social network size is larger for students than non-students. Students have a large number of in-person contacts while non-students have more online contacts that they never met in person.