The Social Habit 2011 by Edison Research

1. The Social Habit II The Edison Research/Arbitron Internet and Multimedia Study 2011 Tom Webster - Vice President, Strategy Edison Research

2. Summary Findings • Social Media now reaches the majority of Americans 12+, with 52% having a proﬁle on one or more social networks. • This ﬁgure is driven largely by Facebook, which is now used by over half (51%) of Americans 12+. • Twitter is as familiar to Americans as Facebook (with 92% and 93% familiarity, respectively); however, Twitter usage stands at 8% of Americans 12+ © 2011 Edison Research/Arbitron Inc.

3. Summary Findings (continued) • Approximately 46 million Americans 12+ now check their social media sites and services several times every day. • Much of this frequent usage is driven by mobile access. 56% of frequent social network users own smartphones, and 64% of frequent social networkers have used a mobile phone to update their status on one or more social networks. • Location-based sites and services (such as Foursquare and Facebook Places) are familiar to 30% of Americans 12+, and used by 4% of Americans 12+. © 2011 Edison Research/Arbitron Inc.

4. Summary Findings (continued) • One in four social network users knowingly follow brands, products or services on social networks. For those who use these sites and services several times per day, this figure increases to 43%. • Amongst those who do follow brands, products or companies on social networks, 80% indicate that Facebook is the network they use the most to connect with companies. • Nearly a quarter of social network users indicated that Facebook is the social site or service that most influences their buying decisions. No other site or service was named by more than 1% of the sample, and 72% indicated that no one social site or service influenced their buying decisions the most. © 2011 Edison Research/Arbitron Inc.

5. The Edison Research/Arbitron Internet and Multimedia Study - 2011 • 2,020 Telephone Interviews conducted in Feb 2011 • National Random Sample • Ages 12+ • 19th Edison/Arbitron Internet and Multimedia Study • Landline & Mobile Phone Consumers © 2011 Edison Research/Arbitron Inc.

6. Nearly Nine in Ten Americans Have Internet Access % with Internet Access From Any Location 2011 88% 2010 84% 2009 85% 2008 82% 2007 83% 2006 81% 2005 81% 2004 79% 2003 75% 2002 72% 2001 62% 2000 55% 0% 25% 50% 75% 100% Base: Total Population 12+ © 2011 Edison Research/Arbitron Inc.

7. Six In Seven Homes With Internet Access Have Broadband % Who Have Broadband vs Dial-Up Internet Access at Home Broadband Dial-Up 100% 84% 86% 82% 78% 76% 75% 68% 69% 60% 58% 48%48% 50% 37% 38% 28% 28% 25% 21% 20% 15% 13% 8% 0% 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Base: Access the Internet From Home © 2011 Edison Research/Arbitron Inc.

8. Nearly Two-Thirds of Homes with Internet Access Have a Wi-Fi Network “Do you have a wireless network setup (also known as a Wi-Fi Network) in your home?” Have Wi-FI at Home 65% Do Not Have Wi-Fi at Home 35% Base: Access the Internet From Home © 2011 Edison Research/Arbitron Inc.

10. Social Networking Behaviors

11. More Than Half of Americans 12+ Have a Proﬁle on One or More Social Networking Sites % Who Currently Have a Personal Proﬁle Page on Facebook, MySpace, LinkedIn or Any Other Social Networking Web Site 52% 48% 34% 24% 2008 2009 2010 2011 Base: Total Population 12+ © 2011 Edison Research/Arbitron Inc.

12. Social Networking Sees Marked Year-Over-Year Growth Age 35-54 % by Age Group Who Currently Have a Personal Proﬁle Page on Facebook, MySpace, LinkedIn or Any Other Social Networking Web Site 80% 78% 76% 77% 2008 2009 2010 2011 68% 64% 65% 63% 63% 57% 54% 51% 44% 45% 34% 35% 32% 31%31% 22% 17% 14% 15% 13% 10% 4% 3% 3% 12-17 18-24 25-34 35-44 45-54 55-64 65+ Base: Total Population 12+ © 2011 Edison Research/Arbitron Inc.

13. Facebook Now Reaches the Majority Of Americans 12+ % Who Use/Have a Proﬁle Page on Each Listed Service Facebook 51% MySpace 17% LinkedIn 9% Twitter 8% 0% 20% 40% 60% Base: Total Population 12+ © 2011 Edison Research/Arbitron Inc.

14. More Americans 12+ Are Familiar With Facebook Than Have Access To The Internet % With Internet Access (from any location) % Familiar With Facebook Yes Yes 93% 88% No 12% No 7% Base: Total Population 12+ © 2011 Edison Research/Arbitron Inc.

15. Facebook Users: Demographics Age Sex 55 + 12% 12 to 17 14% 45 to 54 14% 18 to 24 Men 19% Women 48% 52% 35 to 44 19% 25 to 34 22% Base: Have a Personal Proﬁle Page on Facebook © 2011 Edison Research/Arbitron Inc.

17. More Than Four in Ten Americans Who are Familiar With Facebook At Least “Somewhat” Concerned About Privacy “How do you feel about the privacy of your personal information on Facebook?” Don’t Know 12% Very Concerned 27% Not At All Concerned 31% Somewhat Concerned 17% Slightly Concerned 14% Base: Familiar with Facebook © 2011 Edison Research/Arbitron Inc.

19. Twitter Usage Stands At Approximately 20 Million Americans “Do you currently ever use Twitter?” (% saying “Yes”) 2011 8% 2010 7% 2009 2% 2008 <1% 0% 0% 5% 10% Base: Total Population 12+ © 2011 Edison Research/Arbitron Inc.

20. Three in Ten Twitter Users Access The Service Daily “How often do you use Twitter?” Nearly Every Day A Few Times/Week 13% 14% At Least Once/Week 9% Several times/day 18% Less Than Once/Month At Least Once/Month 18% 28% Base: Have Ever Used Twitter © 2011 Edison Research/Arbitron Inc.

21. Monthly Twitter Users: Demographics Age Sex 55 + 7% 12 to 17 45 to 54 13% 11% 18 to 24 Men 35 to 44 21% Women 46% 20% 54% 25 to 34 28% Base: Monthly Twitter Users © 2011 Edison Research/Arbitron Inc.

23. Twitter Users Appear To Be Growing More Engaged “Do you ever post status updates to Twitter?” 2010 2011 Yes Yes 47% 70% No No 53% 30% Base: Monthly Twitter Users © 2011 Edison Research/Arbitron Inc.

24. Demographic Comparison: Facebook Vs. Twitter % by Age Group Who Currently Have a Personal Proﬁle Page on Facebook/Use Twitter at Least Once per Month 80% 74% Facebook Users Monthly Twitter Users 67% 60% 42% 30% 15% 11% 11% 9% 8% 4% 3% 1% 12-17 18-24 25-34 35-44 45-54 55-64 65+ © 2011 Edison Research/Arbitron Inc.

25. The Social Habit

26. One-Third of Social Networkers Use Social Sites/Services Several Times Per Day “How often do you use social networking Web sites or services?” Several Times/Day 33% Nearly Every Day 23% Several Times/Week 18% Few Times/Month or Less 18% At Least Once/Week 9% Base: Have a Personal Proﬁle Page on Social Networking Web Site © 2011 Edison Research/Arbitron Inc.

27. Number Using Social Networking Sites “Several Times per Day” Now Approximately 46 Million Americans Americans (in millions) who Use Social Networking Sites/Services “Several Times per Day” 46 Million 39 Million 18 million 2009 2010 2011 Base: Total Population 12+ © 2011 Edison Research/Arbitron Inc.

28. Habitual Social Networkers Lean Young, Female Age Sex 55 + 45 to 54 6% 12 to 17 8% 16% Men 35 to 44 18% 43% 18 to 24 Women 25% 57% 25 to 34 27% Base: Use Social Networking Sites/Services “Several Times Per Day” © 2011 Edison Research/Arbitron Inc.

29. Frequent Social Networkers: Ethnic Composition African-American 12% Hispanic 16% Asian 2% Other White 6% 64% Base: Use Social Networking Sites/Services “Several Times Per Day” © 2011 Edison Research/Arbitron Inc.

30. 12-34s Most Active Social Networkers % by Age Group Who Use Social Networks “Several Times per Day”/Currently Have a Personal Proﬁle Page on Facebook/ Use Twitter at Least Once per Month Frequent Social Networkers Facebook Users Monthly Twitter Users 80% 74% 67% 60% 42% 37% 29% 29% 30% 19% 15% 11% 11% 9% 8% 8% 6% 4% 3% 2% 1% 12-17 18-24 25-34 35-44 45-54 55-64 65+ © 2011 Edison Research/Arbitron Inc.

31. Habitual Social Networkers Nearly Three Times More Likely to Use Twitter as General Population % Who Use/Have a Proﬁle Page on Each Listed Service/Use Twitter Facebook 98% MySpace 45% Total Population: 8% Twitter 23% LinkedIn 17% 0% 20% 40% 60% 80% 100% Base: Use Social Networking Sites/Services “Several Times Per Day” © 2011 Edison Research/Arbitron Inc.

32. Frequent Social Networkers Employ Multiple Devices to Access the Wireless Internet at Home “How many total devices are connected to the Wi-Fi network in your home?” One 23% Mean: 3.5 Two 23% Five or More 20% Three 20% Four 15% Base: Use Social Networking Sites/Services “Several Times Per Day” AND Have a Home Wi-Fi Network © 2011 Edison Research/Arbitron Inc.

33. Frequent Social Networkers More Likely To Be “Cord-Cutters” “Think about the telephone service you use at home. What type of telephone service can you be reached on in your home?” Total Population 12+ Frequent Social Networkers Only Mobile Phone 36% Only Mobile Phone 24% Both Mobile and Landline 70% Both Mobile and Landline 60% Only Landline Only Landline 6% 4% Base: Own a Mobile Phone © 2011 Edison Research/Arbitron Inc.

34. Frequent Social Networkers Contribute More Content Through Status Updates “Do you ever update your status on social networking sites/services?” All Social Network Users Frequent Social Networkers No No Yes Yes 37% 15% 63% 85% © 2011 Edison Research/Arbitron Inc.

35. Status Updating Frequency by Platform - Online “How often do you go to the social networking Web site to update your status?” Several Times/Day Nearly Every Day 30% 18% Never 7% Several Times/Week 21% At Least Once/Month 6% At Least Once/Week Several Times/Month 10% 8% Base: Frequent Social Networkers Who Post Status Updates to Social Networking Web Sites © 2011 Edison Research/Arbitron Inc.

36. Status Updating Frequency by Platform - Clients “How often do you update your status on social networking sites with a dedicated application on your computer, that is, NOT through a Web browser?” Several Times/Day 7% Nearly Every Day 4% Several Times/Week 4% At Least Once/Week 4% At Least Once/Month 2% Never 79% Base: Frequent Social Networkers Who Post Status Updates to Social Networking Web Sites © 2011 Edison Research/Arbitron Inc.

37. Status Updating Frequency by Platform - Mobile Phone “How often do you update your status on social networking sites using a mobile phone?” Nearly Every Day 12% Several Times/Week 15% Several Times/Day 27% At Least Once/Week 8% Several Times/Month 5% At Least Once/Month 6% Never 27% Base: Frequent Social Networkers Who Post Status Updates to Social Networking Web Sites © 2011 Edison Research/Arbitron Inc.

38. The Mobile Networker

39. Vast Majority of Frequent Social Networkers Own Mobile Phones % Who Own a Mobile Phone Yes 91% No 9% Base: Use Social Networking Sites/Services “Several Times Per Day” © 2011 Edison Research/Arbitron Inc.

41. For Frequent Social Networkers, the Smartphone is Becoming “The First Screen” “Suppose from this moment on you were given the following two choices...either you could never watch television again OR you could never use your smartphone again, which would you be more willing to eliminate from your life?” Keep Smartphone 64% Keep TV 36% Base: Frequent Social Networkers, Own a Smartphone © 2011 Edison Research/Arbitron Inc.

42. Frequent Social Networkers Are Avid Purchasers of Mobile Technology % Owning Each Device Frequent Social Networkers Total Population 12+ iPod 56% 31% MP3 Player (Non-Apple) 37% 23% Android Phone 22% 13% iPhone 19% 9% BlackBerry 18% 11% iPad 6% 4% 0% 25% 50% 75% © 2011 Edison Research/Arbitron Inc.

43. Mobile Access May Be Contributing to Frequency of Social Network Usage “Do you ever access social sites/services via mobile phone?” All Social Network Users Frequent Social Networkers Yes Yes 43% 64% No No 57% 36% © 2011 Edison Research/Arbitron Inc.

44. For Those With the Social Habit, the Mobile Phone is a True Convergence Device % Who (Item) On a (Mobile Phone/Smartphone) Several Times per Day or More Frequent Social Networkers All Mobile Phone Owners 12+ Send/Receive Text Messages 83% 53% Make/Receive Calls 79% 70% Use Social Networking Sites 47% 12% Browse The Internet 42% 18% Listen to Music Transferred/Downloaded to Phone 20% 9% Play Games 16% 6% Listen to Pandora 8% 3% Watch Video 7% 3% Purchase an App 4% 2% 0 20 40 60 80 100 © 2011 Edison Research/Arbitron Inc.

45. Social Commerce

46. Three in Ten Americans Familiar With Location-Based Services/Applications “Are you familiar with social networking services that allow you to post a status update and your current location, such as Foursquare, Gowalla or Facebook Places?” 2010 2011 Yes 30% Yes 7% No 93% No 70% Base: Total Population 12+ © 2011 Edison Research/Arbitron Inc.

47. Approximately 10 Million Americans Have Posted Status Updates That Also Provided Their Location “Have you ever used such a service [as Foursquare, Gowalla or Facebook Places] to post a status update that also gave your location?” No Yes 96% 4% Base: Total Population 12+ © 2011 Edison Research/Arbitron Inc.

48. Nearly Two in Ten Users of Location-Based Services Use Them Almost Every Time They Go Out “How often do you check into location-based services such as Foursquare, Gowalla or Facebook Places?” Sometimes 42% Almost Never 40% Almost Every time I Go Out 18% Base: Have Ever Used an Online Service to Post a Status Update That Also Gave Location © 2011 Edison Research/Arbitron Inc.

49. Frequent Social Networkers are Plugged in to Brands and Companies on Social Networks “Do you follow/friend any brands or companies on social networks?” All Social Network Users Frequent Social Networkers Yes Yes 43% 25% No 75% No 57% © 2011 Edison Research/Arbitron Inc.

50. Facebook the Leading Social Network for Interaction with Brands and Companies “Which social networking site or service do you use most to connect with brands?” Facebook 80% Twitter 6% LinkedIn 3% Other 5% Don’t Know 6% 0% 25% 50% 75% 100% Base: Follow Companies/Brands on any Social Networking Site © 2011 Edison Research/Arbitron Inc.

51. Facebook the Leading Social Network for Inﬂuencing Buying Decisions “Which one social network site or service inﬂuences your buying decisions the most?” Facebook 24% Other 4% None 72% Base: All Social Network Users © 2011 Edison Research/Arbitron Inc.

52. Frequent Social Networkers are Out-Of-Home Consumers “In the last month, have you been...” Frequent Social Networkers Total Population 12+ 83% To a Fast Food/Casual Dining Restaurant 76% 81% In a Convenience Store 70% 60% To a Coffee Shop or Sandwich Shop 49% 53% In an Office Building Lobby 45% 46% In a Movie Theater Lobby 32% 28% To a Health Club 18% 23% At an Airport 19% 19% To a Stadium/Arena 15% 0 20 40 60 80 100 © 2011 Edison Research/Arbitron Inc.

53. Frequent Social Networkers Also More Likely to be Activated by Mobile Promotions “In the last month, have you used a smartphone to interact with a video display, such as to get more information, access a coupon, or play a game?” Frequent Social Networkers 18% Total Population 12+ 8% 0% 20% 40% © 2011 Edison Research/Arbitron Inc.

54. Half of Frequent Social Networkers Have Listened to Pandora Internet Radio “Have you ever listened to Pandora using a desktop, notebook or tablet computer, through a cell phone, through your television or from any other source? Total Population 12+ Frequent Social Networkers Yes Yes 24% 49% No No 76% 51% © 2011 Edison Research/Arbitron Inc.

55. Edison Research - The Social Media Research Authority • The effectiveness of social media must be measured both online AND offline to truly track how the social presence of a brand influences a consumer’s decision-making process. • Social Media Monitoring alone can provide metrics like share of conversation, and possibly even online sentiment, but offline measures should also be incorporated to gauge the linkage between sentiment and to determine the actual value social media efforts have for brands. • Edison’s custom social media research process provides a true measure of the return on social media engagement - online, and at the cash register. • Visit www.edisonresearch.com/social_media_research.php for more! © 2011 Edison Research/Arbitron Inc.

56. Thank you. twebster@edisonresearch.com TWITTER: WEBBY2001

The Social Habit 2011 by Edison Research

The Social Habit 2011 by Edison Research

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The Social Habit 2011 by Edison Research