The 1st of a series of monthly presentations by Dirk Singer from Rabbit looking at 10 social media stats from the previous month.

1. Stats of the month
December 2011

2. Year on year daily newspaper sales are down 600k -
this is part of a long term trend which saw the UK
print newspaper market shrink by 21% and the US by
30% between 2007-2009 (OECD)
Print newspaper readers are becoming an extinct species
Last year the equivalent of Glasgow stopped buying a national daily paper

3. Trust in online media is rising at the expense
of traditional media trust
Social media trust - 36% vs 33%
Print newspaper trust - 34% vs 46%
(OFCOM - NB, pre hacking scandals)

4. 77% 57% 62%
Not only do more consumers now get their news
online - they pay more attention to online news
(% of an article read - online news / tabloid / broadsheet)

5. 20% of media time
is simultaneous -
16-24 year olds in
Attention spans -
particular fit 9.5
Computer use /
hours of media
gaming is high,
time into 6.5
live radio and TV
hours of actual
is low
time
Media stacking means less TV ad eye balls + more running
commentary on what’s being seen

6. When it comes to deciding what to buy - online
users trust each other (For product info, 63% prefer consumer
ratings, 50% a company website, 15% a company’s Facebook page)

7. Super-fans and advocates are:
◦ 70% more likely to be seen as a reliable source of
information Increase conversions by 166% through
content amplification and referrals
◦ Reduce the cost of overall product support by 60%
◦ Are 50% more likely to create content that
influences a purchase
◦ Are 83% more likely to share information
They may not trust your Facebook page, but they do trust the
super-fans and advocates on it

8. Socially engaged customers spend
more
“Customers who engage with companies over social
media spend 20 percent to 40 percent more money
with those companies than other customers.”

9. In the ‘EU5’ women aged
45-54 spend twice as long on “Social moms” are more
social media as their male likely to post a status update,
counterparts, and show the comment or follow a brand
second highest usage patterns
overall
Women - especially mothers - are increasingly social
media power users

10. When customers walk
around in-store
chances are they are
looking at their
phones, not the P.O.S

11. 2010 - US Red Cross 2011 - Hurricane
says the expected Irene, JetBlue
response to an manages responses in
‘emergency’ on social an average of 11
media is an hour minutes, Delta in 14
The standard for replying to customers online is now
as low as ten minutes

12. Any questions, get in touch!
Dirk, Bridey or Cat
hello@therabbitagency.com
@therabbitagency
0208 123 9541