social sharing in the mobile world - edison research · social sharing in the mobile world . survey...
TRANSCRIPT
January 2017
Social Sharing in the Mobile World
Survey Methodology:
§ 1571 interviews (online) § Adults 18-54
§ 811 men; 760 women § Interviews conducted 1/12/17 – 1/18/17 § All respondents own a smartphone § Data weighted to reflect age, sex, and ethnicity of U.S.
population
Sample Demographics: Sex and Age
Smartphone Owners: Demographics
Age 18-24 22%
Age 25-34 28% Age 35-44
24%
Age 45-54 26%
Men 52%
Women 48%
Sample Demographics: Race
Smartphone Owners: Demographics
White 62%
Hispanic/ Latino 31%
Asian 5%
Other 2%
Hispanic 17%
Sample Demographics: Employment
Smartphone Owners: Demographics
Full-time 57%
Part-time 13%
Unemployed 6%
Homemaker 12% Retired
2% Student
8%
Other 2%
Type of Smartphone Owned: (multiple responses accepted)
59
45
3
0 20 40 60 80
Android
Apple iPhone
Other Smartphone
% saying yes
87
81
54
23
8
12
22
14
4
5
17
22
1
2
7
41
Use text messaging
Use a web browser
Send emails
Listen to podcasts
Daily At least once per week Once a month or less Never
How often do you…?
Smartphone Usage:
General Smartphone Usage
Average number of types of apps used:
14
15
13
16
15
14
11
0 20 40 60 80 100
Total
Men
Women
18-24
25-34
35-44
45-54
Mean number of responses
Apps/mobile website usage:
94
93
90
85
84
80
80
78
77
76
75
74
0 20 40 60 80 100
Navigation
Shopping/retail
Social media
Information/review
Messaging
Gaming
Productivity/business
Video streaming
News/magazine
Finance/banking
Coupon/rebates
Audio
% currently ever use
Page 1 of 2
Apps/mobile website usage:
70
70
68
63
61
60
60
60
50
44
41
32
0 20 40 60 80 100
Money transfer
Recipe
Photo
Travel
Sports
Mobile reading
Health/fitness
Lifestyle
Transportation
Delivery/reservation
Grocery delivery/pre-order
Dating
% currently ever use
Page 2 of 2
Daily App Usage:
80 54
52 45 45
40 39
36 33
32 32
29
0 20 40 60 80 100
Social media
Messaging
Audio
Gaming
Productivity
News/magazine
Video streaming
Shopping/retail
Information
Navigation
Finance/banking
Sports
Page 1 of 2
% use daily
Daily App Usage:
27 24
23 23
22 19
15 14
13 12 12 12
0 20 40 60 80 100
Health/ fitness
Mobile reading
Coupon/rebates
Photo
Money transfer
Recipe
Lifestyle
Grocery delivery
Dating
Transportation
Travel
Delivery/reservation
% use daily
Page 2 of 2
Mobile Social Behavior
Which of the following social media apps or websites do you currently use on your smartphone?
92
57
43
40
35
19
12
8
6
4
2
0 20 40 60 80 100
Snapchat
Tumblr
Musical.ly
Timehop
Vsco
Base: Use social media app
Social Media App Usage:
Social Media App Daily Usage:
70
38
27
24
16
0 20 40 60 80 100
Snapchat
% use daily
Base: Use social media app
Which of the following social media apps or websites do you currently use most on your smartphone?
Social Media Apps Used Most:
66 13
7 6
3 1 2 2
1
0 20 40 60 80 100
Facebook Instagram
Twitter Snapchat Pinterest LinkedIn
Tumblr Reddit
Musical.ly Timehop
Vsco
Base: Use more than one social media app
Are you a member of any local Facebook groups or other local online groups?
Local Facebook Groups:
Base: Use Facebook
Yes 62%
No 38%
Have you ever…?
Facebook Live:
73
30
23
11
0 20 40 60 80 100
Watched a Facebook Live video
Watched a Facebook Live video daily
Broadcast a Facebook Live video
Broadcast a Facebook Live video daily
Base: Use Facebook % saying yes
How often do you tag your location when posting social media updates?
Facebook App Usage:
Almost everytime you
post 15%
Some of the times you
post 18%
Never/ Do not post 67%
What impact, if any, does seeing a radio station DJ or personality post about a product or service on social media have on your likelihood to purchase that product or service?
Facebook App Usage:
You are MORE likely to purchase
43%
It has no effect on your likelihood to
purchase 47%
You are LESS likely to
purchase 3%
Do not listen to any DJs/
personalities 7%
Base: Use any social media
12
8
18
13
28
18
22
15
15
26
5
20
Share a photo on social media
Take a selfie
Several times Nearly At least once At least onc Less than Never
How often do you…?
Smartphone Usage:
Base: Use any social media
per day
every day
per week
per month
once per month
e
Which of the following messaging apps or websites do you currently use on your smartphone?
Messaging Apps:
85
34
25
24
11
8
6
3
3
0 20 40 60 80 100
Facebook Messenger
Skype
Google Hangouts
Kik
GroupMe
Viber
Allo
Houseparty
Base: Use messaging apps
Messaging App Daily Usage:
62
33
66
55
53
54
39
82
60
0 20 40 60 80 100
Facebook Messenger
Skype
Google Hangouts
Kik
GroupMe
Viber
Allo
Houseparty
Base: Use specific messaging apps
