Facebook dominates time spent on social media and other websites. The average Facebook user spends over 7 hours per month on the site, significantly more than other top websites. Globally, Facebook attracts over 734 million unique visitors per month, more than double the next most visited social network of Twitter. Marketers are challenged to keep up with the growth and influence of social media platforms like Facebook.

1. The Social
Media
Data
Stacks
A Research Collection for Marketers
SPONSORED BY:
D ATA I N S I G H T S

2. The Social Media Data Stacks
“The Social Media Data Stacks” is part of Watershed Publishing’s Data Insights series featuring trends, data
and research. This collection brings together months of surveys, reports and insights released by nationally
recognized research and marketing organizations focused on keeping pace with the latest data about social
media – its growth and use.
The charts in this collection are ready to use, download, format, and otherwise support your marketing goals.
Feel free to share the whole presentation or any slide, with your colleagues and business partners, but please
preserve credits to our sponsor, HubSpot, our research partners who provide the source data, and our links to
MarketingCharts.com.
D ATA I N S I G H T S

3. The Social Media Data Stacks
Social media is a powerful force. Consider these facts.
Social media site users spend an average of 5.4 hours a month engaged in networking sites.
Facebook attracts 734.2 million unique visitors a month.
Half of TV viewers tweet about TV shows.
It is little wonder that marketers work so hard to keep pace of the social media momentum.
In MarketingCharts’ “The Social Media Data Stacks” you will get the latest data on the incredible reach and influence of
Facebook and other social media sites, as well as critical information on how marketers are reacting to and budgeting for
social media.
One of the most surprising statistics is that 68% of CMOs report that they feel “unprepared” for the challenges of social
media marketing. Many of the 45 charts and accompanying analysis will help provide you with key data that can explain
why social media marketing is so challenging, and when done well, so rewarding.
We hope you’ll find the information in this data stack helpful to your social media marketing efforts.
Enjoy! ,
The HubSpot Team .

4. Table of Contents
Facebook, et. al. Twitter Bursts Suit TV Discussions SocNet Users Want Deals, Discussion
Facebook and the ROW LinkedIn Top Choice for Journalists Social Sites Impact 35% of Shoppers
Big Time Facebook Dominance On Average, 29% Seek Purchase Advice
The Facebook User: 5 More Hours on Sites Companies & Social Media Marketing Active SocNet Users Take It Offline
Facebook Global: 734 Million Visitors Who is Measuring Social Media Value? Sports, Education Lead Discussions
Facebook USA: 140 Million Visitors 68% of CMOs Challenged by Social Media
Top Performing CMOs Not Too Far Ahead Sponsors and Partners
Trends, Short & Long Brand Sentiment Valued, not Measured
Rise and Fall; Facebook’s Steady Climb Social Media Data Feeds Strategy About HubSpot
M-o-M, LinkedIn Makes Headway Google Alerts is Tool of Choice Our Data Partners
Average Time Spent: 5.4 Hours/Month SocNets Ads Lag Behind Other Formats
Sponsorship Information
Facebook Scores Lowest for Satisfaction How are Marketing Budgets Affected?
Google+ Jumps to 8th, 1269% Spike 2 in 3 Will Increase Email Marketing
Google+ Grabs 15 Million Visitors Facebook: 281% Ad Spend Growth
Google+ Audience Tends to be Affluent
Consumers & Social Media Marketing
User Stats & Data Consumers Expect Something for “Like”
Site Usage Grows from 8% to 65% Consumers React to “Like” Marketing
Females, 18-34, Most Active on SocNets 1 in 4 Expect Weekly or Monthly Updates
55+ Users Double Mobile Visits 27% of User Time is Spent on Newsfeed
9 in 10 Parents Seek Friends, Family 4 in 10 Use Facebook for Social Sign-in
7 in 10 Parents Seek Some LOLs 51% Access Facebook via Mobile
Half of Viewers Tweet about TV Shows 8 in 10 Connect to Brands on Facebook

5. FACEBOOK,
ET. AL.

6. Facebook and the ROW
Top 10 U.S. Web Brands by Aggregate Time Spent
U.S. web users monthly minutes in billions, home and work
Source: The Nielsen Company
We start with a big number first: 53.5 billion
Facebook 53.5 minutes per month. Facebook is dominating
the web brands.
Yahoo 17.2
Google 12.5 In looking at a data snapshot of monthly
aggregate time spent on a site for Facebook
AOL Media 11.4
and the ROW (rest of the web), Facebook
MSN/Windows Live/Bing 9.5 has toppled some big names. The Nielsen
YouTube 9.1 Company data show that even Yahoo users
come in a distant second with an average of
Ebay 4.5
17.2 billion minutes per month, less than
EA 4.3 one-third Facebook’s total.
Apple 4.3
YouTube ranks sixth, claiming 9.1 billion
Microsoft 3.4 user minutes per month.
The Social Media Data Stacks
6

7. Big Time Facebook Dominance
Top 5 U.S. Social Networks and Blogs
Total minutes (000), home and work, May 2011
Source: The Nielsen Company
Looking specifically at social networking/blogging sites, the others trail
Facebook much more dramatically. None even come close to 1 billion
53,457,258
minutes per month. Blogger ranks second with about 724 million monthly
minutes, which is more than double the roughly 325 million monthly
minutes spent by users of number five social networking/blogging site
LinkedIn.
723,793 623,525 565,156 325,679
Facebook Blogger Tumblr Twitter LinkedIn
The Social Media Data Stacks
7

8. The Facebook User: 5 More Hours on Site
Top 10 Web Brands by Time Spent
Time per viewer, hh:mm, per month, August 2011
Source: The Nielsen Company
Facebook 7:46
In measuring time spent per user, Nielsen
AOL Media 2:53
data shows that for the second straight
Yahoo 2:12 month, Facebook dominated U.S. web
brands in average monthly time during
Google 1:48
August 2011. The average Facebook user
MSN/Windows Live/Bing 1:44 spent seven hours, 46 minutes on the site.
YouTube 1:41 AOL Media Network, averaged two hours,
Wikipedia 1:18
52 minutes and 52 seconds. YouTube also
ranked in the top 10 with an average of one
Apple 1:06 hour, 41 minutes of user time for the month.
Microsoft 0:45
Amazon 0:31
The Social Media Data Stacks
8

9. Facebook Global: 734 Million Visitors
Top 10 Global Social Networks
By unique visitors (000), June 2011
Source: comScore
A September 2011 report from comScore logs
Facebook 734,240
734.2 million unique visitors to Facebook.com
Twitter 144,441 globally in June 2011, an increase of 33% from the
Windows Live Profile
previous year.
119,467
LinkedIn 84,356
Meanwhile, Twitter.com climbed its way to the no.
QQ.com 2 position reaching 144.4 million visitors (up 56%),
74,821
microblogging
followed by Windows Live Profile at 119.5 million
MySpace 71,526
visitors.
Renren 66,073
Professional social network LinkedIn.com reached
Vkontakte 61,035
more than 84 million visitors globally to secure the
Orkut 51,754
no. 4 spot, followed by Chinese site QQ.com
Yahoo Pulse 37,600 microblogging with 74.8 million visitors.
The Social Media Data Stacks
9

10. Facebook USA: 140 Million Visitors
Top Network & Blog Sites
Average monthly unique visitors (000), Q3 2011
Source: The Nielsen Company
Looking at the top 10 U.S. social networking/blogging sites during Q3
2011, Nielsen reports that Facebook, with an average monthly
140,336
audience of more than 140 million, almost triples the average monthly
audience (50 million) of its nearest competitor, Blogger. With this
audience, Facebook reaches 70% of active internet users.
50,055
23,617 22,417
19,250 17,786
11,870
8,578 8,397 7,601
Facebook Blogger Twitter Wordpress MySpace LinkedIn Tumblr Six Apart Yahoo Pulse Wikia
Typepad
The Social Media Data Stacks
10

11. TRENDS,
SHORT &
LONG

12. Rise and Fall; Facebook’s Steady Climb
Top Social Networking Sites and Forums
By US market share of visits (%), 2008-2011 Experian Hitwise tracks the top 10 social networking sites each
Source: Experian Hitwise
month. This chart compiles the monthly data since 2008, but excludes
a number of sites that have appeared in the top 10, but dropped off.
70%
60%
50%
40%
30%
20%
10%
0%
Facebook YouTube MySpace Yahoo! Answers Twitter Linkedin
The Social Media Data Stacks
12

13. M-o-M, LinkedIn Makes Headway
Top Social Networking Sites and Forums
By US market share of visits (%), August & September 2011 Experian Hitwise data shows more movement up for
Source: Experian Hitwise
LinkedIn, a trend noticeable in the past year.
August 2011 September 2011
Facebook 64.5% Facebook 65.2%
YouTube 20.0% YouTube 19.7%
Twitter 1.36% Twitter 1.23%
Yahoo! Answers 1.03% Yahoo! Answers 1.04%
Tagged 0.74% Tagged 0.74%
MySpace 0.66% Linkedin 0.64%
Linkedin 0.57% MySpace 0.61%
myYearbook 0.46% iVillage 0.44%
iVillage 0.41% myYearbook 0.40%
Mylife 0.34% Mylife 0.33%
The Social Media Data Stacks
13

14. Average Time Spent: 5.4 Hours/Month
Share of Visitors and Time Spent, by Region
% of total, June 2011
Source: comScore
Globally, internet users averaged 5.4 hours on social networking
sites during the month of June, according to comScore. Examining
regional social network usage trends, Europe takes a leading 38.1%
share of minutes, followed by North America (21.5%). Interestingly,
38.1% Asia-Pacific’s share of minutes (16.5%) is only roughly half as large
as its share of visitors.
32.5%
30.1%
21.4%
18.1%
16.5%
12.8%
11.2%
10.2%
9.1%
Europe N. America Asia-Pacific Latin America Mid East-Africa
Share of visitors Share of minutes
The Social Media Data Stacks
14

15. Facebook Scores Lowest for Satisfaction
Social Media Customer Satisfaction Scores
Index: 100-point scale, 2010 v.2011
Source: ACSI / Foresee Results
Based on customer satisfaction scores,
77 78 here is one area where Facebook does
73 74 72
70 70 not win, hands down, according to the
67 66
64 63
2011 American Customer Satisfaction
Index (ACSI) E-Business Report.
Facebook, despite a 3% improvement
year-over-year, is the lowest-scoring site
in the social media category as well as of
Aggregate Wikipedia.org YouTube.org All others Facebook.com MySpace.com all companies measured.
2010 2011
The report found that Google, which
Research Note: Twitter.com is not measured individually, because many Twitter users access the
service through other websites or platforms. However, Twitter, LinkedIn and other players are scored 83 points, is one of the highest-
represented within the aggregate category score, as well as in the “All Others” category. MySpace had
a sample size too small for inclusion in the 2011 study. scoring companies overall.
The Social Media Data Stacks
15

16. Google+ Jumps to 8th, 1269% Spike
Top Social Networking Sites and Forums
U.S. market share of visits, Week ending September 24, 2011
Source: Experian Hitwise
Facebook 64.9%
Enter Google. Google+ emerged as a player in the Social
YouTube 19.6% Network and Forums category in late September, Experian
Hitwise reported, a day after the site went from “invitation-
Twitter 1.22%
only” to "open access" and became available to everyone.
Yahoo! Answers 1.03%
Tagged 0.73% Opening access created a massive spike in market share of
visits for the site, with a 1269% growth from the week
Linkedin 0.66%
ending September 17 to the week of September 24. The
MySpace 0.60% site also received nearly 15 million total US visits last week.
Google+ 0.55%
In just one week, Google+ went from ranking as 54th most
myYearbook 0.39%
visited site in the Social Networking and Forums category to
iVillage 0.36% 8th place.
The Social Media Data Stacks
16

17. Google+ Grabs 15 Million Visitors
Top Social Networking sites and Forums
Total visits, millions Week ending September 24, 2011
Source: Experian Hitwise
Facebook 1,758 Google+ also received nearly 15
million total US visits during the week
YouTube 530
of its initial public offering, according to
Twitter 33.08 Experian Hitwise, not quite half of what
Twitter attracted in that time. Google+
Yahoo! Answers 28.01
also created a decent challenge to
Tagged 19.66 MySpace and LinkedIn, sites that
Linkedin 17.80 received about 16 million and 18
million visits, respectively. During the
MySpace 16.33
invite-stage of the launch, for week
Google+ 14.98 ending July 16, Google+ received 1.86
million total visits.
myYearbook 10.58
iVillage 10.34
The Social Media Data Stacks
17

18. Google+ Audience Tends to be Affluent
Google+ Site Visitor Statistics, Four weeks ending July 16
% of visitors to Google+ compared to Experian "online population" data, July 2011
Source: Experian Hitwise
The highest share of visits to Google+
38.4%
in its first month came from those
between the ages of 25-34 and those
26.9% 27.7% between 18 and 34, who were more
likely than the overall online population
18.2% 18.6% 18.3% to visit. The audience to Google+ tends
14.9%
12.7% 12.2% 12.3% to be more affluent, over-indexing for
those earning a household income of
$60k and over, particularly $150k and
up, according to analysis from Experian
Hitwise.
The Social Media Data Stacks
18

19. USER STATS
& DATA

20. Site Usage Grows from 8% to 65%
Social Network Site Use Growth
% of online adults, 2005-2011
Source: Pew Internet & American Life Project Pew Research found that two-thirds of adult
internet users (65%) now use a social
networking site like MySpace, Facebook or
65%
61% LinkedIn, up almost 7% from one year ago
(61%), and this is about eight times the 8%
46%
who said they used social networking sites in
2005.
43%
38%
29% Looking at usage on a typical day, 43% of
27% online adults use social networking. Out of all
16%
the “daily” online activities that Pew polls
8% 13% about, only email (which 61% of internet users
9%
access on a typical day) and search engines
2%
(which 59% use on a typical day) are used
2005 2006 2007 2008 2009 2010 2011
more frequently than social networking tools.
Ever Yesterday
The Social Media Data Stacks
20

21. Females, 18-34, Most Active on SocNets
U.S. Social Network Use by Age, Demographics
Base: U.S. social media users, Q3 2011
Source: The Nielsen Company
Females make up the majority of visitors
to social networks and blogs, and people
108 aged 18-34 have the highest
103 104 101 103 102 101
98 100 concentration of visitors among all age
96 94
88 91
groups, according to Nielsen data.
During Q3 2011, women were 3% more
likely than average to use social
networkers, and 18-to-34-year-olds were
8% more likely than average.
The Social Media Data Stacks
21

22. 55+ Users Double Mobile Visits
Social Network Growth, by Age, Ethnicity
% change, Q3 2010 v. Q3 2011
Source: The Nielsen Company
Another important area to watch – the
convergence of social and mobile.
109% More than twice as many people age
55 and older visited social networks
on their mobile phone in Q3 2011
76% compared to Q3 2010, according to
68% 70%
67% data from Nielsen’s “The Social
61%
Media Report Q3 2011.″ That’s a
45% 44%
41% jump of 109% year-over-year.
37%
16% Other demographic groups
experiencing notably large growth in
mobile social networking compared
to Q3 2010 include Asian/Pacific
Islanders (76%), 35-to-54-year-olds
(68%), whites (67%), and 18-to-34-
year-olds (61%).
The Social Media Data Stacks
22

23. 9 in 10 Parents Seek Friends, Family
Social Media Use for Friend/Family Reasons
% of respondents, October 2011
Source: NM Incite
Social networks are most likely to be used for
reasons interaction with friends and family,
according to NM Incite’s “State of Social Media
91% 92%
89% 87% 88% Survey,” this is even more likely among social
86%
78% networkers who are parents.
70%
66%
91% of parents and 86% non-parents who are
social networkers, use social networks to find
and/or maintain old friends. Family contact
closely follows as a reason to use social
networks by 92% of parents and 87% of non-
parents. Finding new friends is somewhat less
Find/maintain old friends Family contact Find new friends popular, cited by 78% of parents and 66% of
Parents Non-parents Total non-parents.
The Social Media Data Stacks
23

24. 7 in 10 Parents Seek Some LOLs
Social Media Use for Lifestyle/Entertainment Purposes
% of respondents, October 2011
Source: NM Incite
Adults are turning to social network sites for entertainment, creative
outlets, gaming, gathering “how-to” info and following celebrities.
Interestingly, only 16% of social networkers are there for dating.
76%
73%
67%
63% 64%
59%
54%
47% 47% 45% 45%
43%
39%
34% 35%
17% 16%
13%
Entertainment Creative outlet Gaming How-to info Following celebrities Dating
Parents Non-parents Total
The Social Media Data Stacks
24

25. Half of Twitter Users Discuss TV Shows
Social Media Commentary while Watching TV
% of respondents, July 2011
Source: TVGuide.com
Social media networks, at the
moment, still complement traditional
TV viewing. A high percentage of
Twitter users who tweet while
watching a TV show discuss the
show they’re watching, more often
than Facebook users who log in
during a TV show, according to
TVGuide.com. The “TVGuide.com
User Research Study” indicates 50%
of Twitter users discuss a show they
are watching, one-third more than the
35% of Facebook users.
The Social Media Data Stacks
1

26. Half of Viewers Tweet about TV Shows
Social Media Commentary while Watching TV
% of respondents, July 2011
Source: TVGuide.com
Social media networks, at the
moment, still complement traditional
65% TV viewing. A high percentage of
Twitter users who tweet while
50% 50%
watching a TV show discuss the
show they’re watching, more often
than Facebook users who log in
35%
during a TV show, according to
TVGuide.com. The “TVGuide.com
User Research Study” indicates 50%
of Twitter users discuss a show they
are watching, one-third more than the
I talk about the show I'm watching I talk about something else
35% of Facebook users.
Twitter users Facebook users
The Social Media Data Stacks
25

27. Twitter Bursts Suit TV Discussions
Social Media Commentary about TV Programs
% of respondents, July 2011
Source: TVGuide.com
TVGuide found that social media users are
more likely to talk about their favorite shows
69% 68%
on Twitter and Facebook before and after
62%
the show airs rather than during the show.
47% 47%
On Twitter, 62% said they engage before the
show airs, 69% after, and 47% during. On
Facebook, only 47% engage before the
24%
show airs (24% less than Twitter users),
68% after, and 24% during (almost 50%
less).
Twitter users Facebook users
Before the show During the show After the show
The Social Media Data Stacks
26

28. LinkedIn Top Choice for Journalists
Social Media Use by Journalists
% of respondents, August 2011
Source: Arketi Web Watch
Twitter may have gotten a great deal of use during press coverage of
world events, but it is LinkedIn is a top choice for some media
professionals. 92% of business journalists have a LinkedIn account,
92% according to the Arketi Web Watch Media Survey. Facebook follows with
85% 84% 85% of journalists using the site. Journalists use Twitter at almost the
same rate – 84%. Generic blog sites have higher usage rates than
branded social media sites such as Digg, Flickr and MySpace.
58%
49%
28%
20%
18%
15% 14%
LinkedIn Facebook Twitter YouTube Blog site Flickr Digg MySpace Delicious Foursquare
The Social Media Data Stacks
27

29. COMPANIES
& SOCIAL
MEDIA
MARKETING

30. Who is Measuring Social Media Value?
Use of Social Media Measurement Frameworks
% of respondents, August 2011
Source: Altimeter Group
Social media sites are wildly popular, but
there are still no marketing rules carved in
stone, and many companies grapple with
Advanced 44% 56%
measuring its value. A majority of
companies do not have standard
frameworks in place to measure the value
of social media, according to “A
Intermediate 26% 74% Framework for Social Analytics” from
Altimeter Group.
Only 44% of companies considered
Novice 16% 84% advanced in their integration of social
media, as well as 26% of intermediate
companies and 16% of novice companies,
We have We don't have
agree they have standard measurement
frameworks to help benchmark social
media deployments.
The Social Media Data Stacks
29

31. 68% of CMOs Challenged by Social Media
Marketing Challenges Reported by CMOs
% of respondents, October 2011
Source: IBM
Nearly seven in 10 (68%) global chief
Data explosion 71% marketing officers (CMOs) feel
Social media 68% unprepared for the demands of social
Growth of channel media marketing, according to a study
65%
and device choices
Shifting consumer released by IBM. This is second only to
63%
demographics
the 71% who are challenged by the so-
Financial constraints 59%
called marketing “data explosion.”
Decreasing brand loyalty 57%
Growth market opportunities 56%
A large portion of CMOs also feel
ROI accountability 56%
unprepared for growth of channel and
Customer collaboration
56% device choices (65%), shifting consumer
and influence
Privacy considerations 55% demographics (63%) and financial
Global outsourcing 54% constraints (59%).
Regulatory considerations 50%
Corporate transparency 47%
The Social Media Data Stacks
30

32. Top Performing CMOs Not Too Far Ahead
Marketing "Unpreparedness" by Performance
% of respondents who reported "unpreparedness, October 2011
Source: IBM
The IBM study found that even when
respondents were divided into
77%
73% 72% outperforming and underperforming
70%
65% 66% segments, large percentages of
56% 57% outperformers still feel unprepared for
many developing trends.
Regarding social media, 66% of the
best performing organizations feel
unprepared for social media
marketing, and 70% of the
underperforming companies reported
Data explosion Social media Growth of channel Shifting consumer being unprepared.
and device choices demographics
Outperformers Underperformers
The Social Media Data Stacks
31

33. Brand Sentiment Valued, not Measured
Social Media Measurements
(% of respondents, July 2011
Source: Adobe and Econsultancy
More than half (54%) of North
American marketers measure the
81%
traffic volume generated by social
media, according to research from
Adobe and Econsultancy. A similar
53% also measure engagement with
54% 53% 53% 55% 53% 55% 55%
49% 49% 48% their Facebook brand page and
Twitter accounts.
34%
Brand sentiment was ranked high in
perceived importance (81%), but in
terms of a current practice, only 49%
Volume of Engagement Engagement Frequency of Brand Engagement
traffic from with Facebook with Twitter social media sentiment with LinkedIn measure it. Slightly fewer marketers
social media brand page account(s) brand mentions account(s)
think social media traffic volume is
We measure this Important
important (53%) than currently
measure it.
The Social Media Data Stacks
32

34. Social Media Data Feeds Strategy
Actionable Uses of Social Media Data
% of respondents, August 2011
Source: WebLiquid and RSW/US
Almost 30% of senior marketing executives
engaging in social media monitoring
Communications strategy 27%
incorporate the information into their
communications strategy, according to data
Customer service enhancements 18%
from WebLiquid and RSW/US.
Media planning 14%
Customer service enhancements – ranging
from automated search engine alerts to
Organic search optimization 13%
specific data queries and third-party research
– followed at close to 20%.
Paid search optimization 10%
Other relatively popular answers include
Display advertising optimization 8% media planning (almost 15%) and organic
search optimization (more than 10%).
Other 5%
The Social Media Data Stacks
33

35. Google Alerts is Tool of Choice
Popular Social Media Monitoring Tools
% of respondents, August 2011
Source: WebLiquid and RSW/US
Senior marketing executives in the
WebLiquid survey named Google
50.0%
45.0%
Alerts as the most popular social
40.0%
media monitoring tool among survey
35.0% respondents, with slightly more than
30.0% 45% reported usage.
25.0%
20.0% “Not monitoring social media” was the
15.0% second most-popular response.
10.0%
5.0%
0.0%
The Social Media Data Stacks
34

36. SocNets Ads Lag Behind Other Formats
Consumer Actions by Ad Type
% who reported action in past six months, August 2011
Source: Internet Advertising Bureau
Video Email Search ad/ Web/ Social Mobile Social media advertising prompts
Action Total
ad ad Sponsored Banner ad media ad ad
consumers to become a fan on a
Done any action 59 41 37 41 37 28 17
social media network, but
Clicked on ad 45 26 22 27 23 15 7 otherwise performs below most
Visited advertiser's site 38 22 19 19 17 12 8 other types of digital ads,
Search for more
28 16 13 12 11 8 6 according to a study from the
product/service info
Internet Advertising Bureau (IAB).
Became fan on a socnet 18 10 4 3 4 12 4
Went to retail location
17 10 7 5 5 6 5
to see/purchase For example, 41% of both video
Purchased online 16 9 7 4 4 5 4 and search ad viewers have taken
Shared ad via email, some type of action resulting from
11 5 5 3 3 5 4
Twitter, socnet
the ad in the past six months, while
Sent an email, text to
9 5 4 4 3 4 3 on 28% of social media ad viewers
advertiser
Called advertiser for were inspired to act.
8 4 4 3 3 4 3
more info
The Social Media Data Stacks
35

37. How are Marketing Budgets Affected?
Planned Use of SEO Marketing, Online Advertising
% of respondents who are actively social media marketing, April 2011
Source: SocialMedia Examiner
SocialMedia Examiner found that seven in
SEO Marketing Online Advertising
10 (71%) marketers who use social media
plan to increase their use of search engine
8%
optimization (SEO) in the near future. Only
27% 1% plan to decrease their use of SEO and
20%
8% have no plans to utilize it.
46%
1% Slightly less than half (46%) of social
71% marketers plan on increasing their online
24%
advertising efforts, with 27% having no
plans to utilize online advertising. 24% will
3%
keep online advertising levels the same and
Increase Decrease Stay the same No plans to utilize
3% will decrease them.
The Social Media Data Stacks
36

38. 2 in 3 Will Increase Email Marketing
Planned Use of Email Marketing, Webinars
% of respondents who are actively social media marketing, April 2011
Source: SocialMedia Examiner
Nearly two in three social marketers (64%)
Email Marketing Webinars
plan on increasing their email marketing
efforts in the near future. Some, 3%
5%
percent, plan to decrease email usage, and
5% have no plans for email. 27% will keep
27% its usage the same.
42% 41%
Four in 10 (42%) of social marketers have
65% no plans to use webinars, with another 41%
3% planning on increasing their use of these
tools and 16% keeping their usage the
16%
1% same; it would seem that many businesses
are not yet sold on the idea of virtual
Increase Decrease Stay the same No plans to utilize
events.
The Social Media Data Stacks
37

39. Facebook: 281% Ad Spend Growth
Facebook Advertising Growth
% change, Q2 2010 v. Q2 2011
Source: IgnitionOne
Looking at ad growth on Facebook, spending
281%
on and impressions of Facebook ads both
increased dramatically between Q2 2010
and Q2 2011, according to IgnitionOne.
200%
Facebook ad spend of all clients increased
281% year-over-year in Q2, while Facebook
ad impressions of all clients grew 200%.
Facebook advertising spend is up 22% YOY
on a same-client-basis, with impressions up
22% 11%.
11%
All clients Same Client
Spend Impressions
The Social Media Data Stacks
38

40. CONSUMERS
& SOCIAL
MEDIA
MARKETING

41. Consumers Expect Something for “Like”
Consumer Expectations for Brand Liking
% of Facebook users, September 2011
Source: ExactTarget
Expect access to exclusive EaxctTarget reports that more than
content, events or sales
58%
six in 10 (63%) Facebook users who
Expect discounts or
promotions through Facebook
58% “like” a brand or product on Facebook
Expect to receive updates expect something in return. Results
about the co. to the newsfeed
47%
from “The Meaning of Like” indicate
Expect the company to post
updates, photos or videos to newsfeed
39%
that a leading 58% of Facebook likers
Expect to share with friends, expect both access to exclusive
family and/or coworkers
38%
Expect the name of co.
content, events or sales, and
to show up on my profile
37%
discounts or promotions through
Do not expect
anything to happen
37% Facebook. Only 37% do not expect
Expect the co. to send more relevant anything to happen.
content based on my public profile
36%
Expect to interact with page
owner (e.g., brand, person)
28%
Expect the co. to access data
in my public profile
27%
Expect the co. to contact me
through other channels
24%
The Social Media Data Stacks
40

42. Consumers React to “Like” Marketing
What Constitutes Permission to Market on Facebook?
% of respondents, July 2011
Source: ExactTarget
The ExactTarget survey found that the
You click a Facebook Like
button placed by the company 10% 42% 48% highest percentage of respondents, a
elsewhere on the web
rather low 15%, “always” expected a
marketing initiative after liking a
company at its Facebook page source,
You like a
comment/photo/article posted 9% 41% 50% but that dropped to 10% for a click on a
by a company on Facebook
“Like” button elsewhere on the web.
Only 9% always expect marketing after
You go to a company Facebook
page and like the company
15% 46% 39% logging a reaction to Facebook content.
Always Sometimes Never
The Social Media Data Stacks
41

43. 1 in 4 Expect Weekly or Monthly Updates
Marketing Contact via Social Networks The highest percentages of online consumers say products, services and
% of respondents (n=2,997) June 2011
Source: ROI Research and Performics companies should communicate via social networks once a month or less and
once a week or less, according to a study from ROI Research and Performics.
28% of online consumers say social network communication should be
conducted once a month or less, while 26% say once a week or less.
28%
26%
13%
11%
7%
6% 2%
3% 4%
More than Once Every other Twice Once Twice a Once a Never Other
once a day a day day a week a week month month or
less
The Social Media Data Stacks
42

44. 27% of User Time is Spent on Newsfeed
How Users Spend Time on Facebook
% of total engagement, September 2011
Source: comScore
comScore research found that the largest
portion of U.S. users’ time spent within
Facebook is on the individual’s homepage
which features the newsfeed. In May 2011,
25% 27%
27% of engagement on Facebook.com
occurred on the homepage and Newsfeed,
followed by profile viewing (21%), photo
viewing (17%) and usage of apps and tools
10%
(10%).
21%
17%
Homepage/Newsfeed Profiles Photos Apps & Tools All Other
The Social Media Data Stacks
43

45. 4 in 10 Use Facebook for Social Sign-in
Social Sign-in Preferences across Web
% of users, Q2 2011
Source: Janrain
Social sign-in is another growing activity
among social media users. SSI allows users to
5% Facebook
5% sign into a restricted access site using existing
sign-in data, rather than having to create a new
8% Google
account.
39%
Yahoo
About four in 10 (39%) users of the Janrain
12%
Engage social connection service used
Twitter
Facebook for social sign-in (SSI) during Q2
2011. This was 30% more than the 30% of
Windows Live
users who used number two SSI site Google.
30%
Other (AOL, LinkedIn,
PayPal) Yahoo (12%) and Twitter (8%) remain well
behind in third and fourth place, respectively.
The Social Media Data Stacks
44

46. 51% Access Facebook via Mobile
Facebook, Twitter Reach among Smartphone Users
3-month average, ending June 2011
Source: Experian Hitwise
According to comScore analysis, Facebook
and Twitter brands have developed a
50.9% growing mobile audience. On average,
slightly more than half of U.S. smartphone
owners (50.9%) and 31.7% of European
smartphone owners accessed Facebook on
31.7%
their device in the three-month period ending
June 2011.
12.5% Meanwhile, Twitter reached 12.5% of the
7.4% smartphone audience in the US and 7.4% of
the European smartphone audience.
U.S. smartphone users European smartphone users
Facebook Twitter
The Social Media Data Stacks
45

47. 8 in 10 Connect to Brands on Facebook
Preferred Social Network for Brand Connection
% of social network users, May 2011
Source: Edison Research and Arbitron
Edison Research and Arbitron
found that 80% of US social
6%
3% 5% network users preferred to connect
with brands through Facebook.
This dwarfs all other social media
6% 80% Facebook
networks, with Twitter in a tie with
Twitter
“Don’t Know” for a very distant
LinkedIn
second place, at 6% of users.
Other
Don't know
The Social Media Data Stacks
46

48. SocNet Users Want Deals, Discussion
Social Media Use for Products/Services Information
% of respondents, October 2011
Source: NM Incite
NM Incite found that social network
71% users see the platforms as a useful
Read consumer feedback
64% shopping and research tool, and
participate with the desire to view and
64%
Learn about products contribute to reviews of products and
59%
services. 68% of social media users
64% (71% of parents and 64% of non-
Get coupons/promos
56%
parents) go to social networking sites to
read product reviews and more than
59%
Give positive feedback
52% half use these sites to provide product
feedback, both positive and negative.
57%
Give negative feedback Getting coupons is also popular, with
49%
58% overall usage (64% of parents and
Parents Non-parents
56% of non-parents).
The Social Media Data Stacks
47

49. Social Sites Impact 35% of Shoppers
Community, Social Tools that Impact Buying
% of respondents, June 2011
Source: e-tailing group, PowerReviews
About six in 10 (59%) online shoppers say
User-generated
product reviews
59% user-generated customer product reviews
have a significant or good impact on their
Online customer Q&A
on product website
42%
buying behavior, according to the e-tailing
Community forums group and PowerReviews.
(conversations between 26%
customers)
User-generated videos 15% Community forums influence 26% of
shoppers. The social media sites, altogether,
Facebook company
fan pages
13% influence the buying behavior of 35% of online
Facebook newsfeed shoppers: Facebook fan pages affect 13% of
(friends talking about 13%
products) online shoppers; the Facebook newsfeed
Mobile (iPhone app, influences another 13% and Twitter, another
text alerts)
9%
9%.
Twitter (monitor,
respond to, and post 9%
tweets)
The Social Media Data Stacks
48

50. On Average, 29% Seek Purchase Advice
Social Networks as a Source of Purchasing Advice Social networks are a resource, with an average of 29% of consumers
% of respondents who sought advice, June 2011
Source: ROI Research and Performics seeking buying advice. Less than half of online consumers obtain
purchase advice on products in any vertical covered by the survey,
with appliances the most popular at 46%. The only other vertical which
more than four in 10 online consumers said they go to social networks
to receive purchase advice for was electronics (42%).
46%
42%
39%
34% 33% 33%
31% 30%
28% 28%
26% 25% 24% 23% 22% 21%
19%
17%
The Social Media Data Stacks
49

51. Active SocNet Users Take It Offline
Lifestyle Habits of Active Social Network Users
% of total, compared to average internet users, Q3 2011
Source: The Nielsen Company
More likely to be heavy Active social network users, according to
spenders on music
75%
Nielsen, are 75% more likely to spend
Already follow a brand 53% heavily on music and 47% more likely to
More like to be heavy
heavily spend on clothing, shoes and
spenders on clothing,…
47%
accessories. They are 45% more likely to
More likely to go on a go on a date. Other areas where heavy
date
45%
social network users show more likelihood
More likely to give
opinion about TV…
33% of participating include giving opinions on
TV programs (33%), giving opinions on
Already follow a celebrity 32%
politics and current events (26%), attending
More likely to give opinion
on politics, current …
26% professional sporting events (19%) and
working out at a gym or health club (18%).
More likely to attend
a pro sports event
19%
More likely to work
out at a club
18%
The Social Media Data Stacks
50

52. Sports, Education Lead Discussions
Product Discussion via Social Networks The ROI research survey asked consumers about their discussions
% of respondents who had discussion in vertical June 2011
Source: ROI Research and Performics on a variety of vertical products on social networks. About eight in
10 (79%) online consumers indicated they discuss educational
institutions and sports-related products. Other verticals generating
social network discussions with a high rate of consumers include
entertainment (74%), automotive (67%) and electronics (63%).
79% 79%
74%
67%
63%
57% 57% 57%
48% 47% 46% 45% 43% 41%
32% 31%
27% 27%
The Social Media Data Stacks
51

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54. Data Partners
Our data sources for “The Social Media Data Stacks” are:
ACSI / Foresee Results  Adobe and Econsultancy  Altimeter Group  Arketi Web Watch  e-
tailing group and PowerReviews  ExactTarget  IBM  IgnitionOne  Internet Advertising Bureau
 Janrain  The Nielsen Company  NM Incite  Pew Internet & American Life Project  ROI
Research and Performics  SocialMedia Examiner  TVGuide.com  WebLiquid and RSW/US
At MarketingCharts, we consistently follow and locate new data sets from our partners in order to publish
the most relevant resources for our readers, including our data partners at MarketingCharts.com that are
also featured in this report:
MarketingCharts.com is part of the Watershed Publishing network of business-to-business
online trade publications. The Social Media Data Stacks is from Watershed Publishing’s
Data Insights series.
Please contact Sarah Roberts at sarah@watershed-publishing.com to become a sponsor of a
Data Insights package.
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