the social habit 2011

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

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The latest trends and statistics from Edison Research.

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Page 1: The Social Habit 2011

The Social Habit IIThe Edison Research/Arbitron Internet and Multimedia Study 2011

Tom Webster - Vice President, StrategyEdison Research

Page 2: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

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+

Page 3: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

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+.

Page 4: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

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.

Page 5: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

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

Page 6: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

Nearly Nine in Ten Americans Have Internet Access% with Internet Access From Any Location

Base: Total Population 12+

201120102009200820072006200520042003200220012000

0% 25% 50% 75% 100%

55%62%

72%75%

79%81%81%

83%82%

85%84%

88%

Page 7: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

Six In Seven Homes With Internet Access Have Broadband

0%

25%

50%

75%

100%

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

8%13%15%

20%

28%

38%

48%

60%

68%

78%

86%84%82%76%

69%

58%

48%

37%

28%21%

Broadband Dial-Up

% Who Have Broadband vs Dial-Up Internet Access at Home

Base: Access the Internet From Home

Page 8: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

Do Not Have Wi-Fi at Home35%

Have Wi-FI at Home65%

“Do you have a wireless network setup (also known as a Wi-Fi Network) in your home?”

Nearly Two-Thirds of Homes with Internet Access Have a Wi-Fi Network

Base: Access the Internet From Home

Page 9: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

No69%

Yes31%

Smartphone Ownership Approaches One-Third of Americans 12+

Base: Total Population 12+

Smartphone Ownership

No16%

Yes84%

Mobile Phone Ownership

Page 10: The Social Habit 2011

Social Networking Behaviors

Page 11: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

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

Base: Total Population 12+

2008 2009 2010 2011

52%48%

34%

24%

Page 12: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

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

Base: Total Population 12+

12-17 18-24 25-34 35-44 45-54 55-64 65+

15%

31%

45%

63%

68%

80%76%

13%

31%35%

51%

65%

77%78%

3%

10%

22%

32%

44%

64%63%

3%4%

14%17%

34%

54%57%

2008 2009 2010 2011

Page 13: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

Facebook Now Reaches the Majority Of Americans 12+% Who Use/Have a Profile Page on Each Listed Service

Facebook

MySpace

LinkedIn

Twitter

0% 20% 40% 60%

8%

9%

17%

51%

Base: Total Population 12+

Page 14: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

No7%

Yes93%

More Americans 12+ Are Familiar With Facebook Than Have Access To The Internet

Base: Total Population 12+

% Familiar With Facebook

No12%

Yes88%

% With Internet Access (from any location)

Page 15: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

Facebook Users: Demographics

55 +12%

45 to 5414%

35 to 4419%

25 to 3422%

18 to 2419%

12 to 1714%

Women52%

Men48%

Base: Have a Personal Profile Page on Facebook

Age Sex

Page 16: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

Other5%

Asian3%

Hispanic15%

African-American12%

White65%

Facebook Users: Ethnic Composition

Base: Have a Personal Profile Page on Facebook

Page 17: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

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 Know12%

Not At All Concerned31%

Slightly Concerned14%

Somewhat Concerned17%

Very Concerned27%

Base: Familiar with Facebook

Page 18: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

Awareness of Twitter Nearly Universal

0

25

50

75

100

2008 2009 2010 2011

92%87%

26%

5%

Base: Total Population 12+

% Who Have Ever Heard of Twitter

Page 19: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

Twitter Usage Stands At Approximately 20 Million Americans“Do you currently ever use Twitter?” (% saying “Yes”)

Base: Total Population 12+

2011

2010

2009

2008

0% 5% 10%

0%

2%

7%

8%

<1%

Page 20: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

Three in Ten Twitter Users Access The Service Daily“How often do you use Twitter?”

Less Than Once/Month18%

At Least Once/Month28%

At Least Once/Week9%

A Few Times/Week14%

Nearly Every Day13%

Several times/day18%

Base: Have Ever Used Twitter

Page 21: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

Monthly Twitter Users: Demographics

55 +7%

45 to 5411%

35 to 4420%

25 to 3428%

18 to 2421%

12 to 1713%

Women54%

Men46%

Base: Monthly Twitter Users

Age Sex

Page 22: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

Other5%

Asian3%

Hispanic15%

African-American22%

White55%

Monthly Twitter Users: Ethnic Composition

Base: Monthly Twitter Users

Page 23: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

Twitter Users Appear To Be Growing More Engaged

No53%

Yes47%

Base: Monthly Twitter Users

“Do you ever post status updates to Twitter?”

2010

No30%

Yes70%

2011

Page 24: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

% by Age Group Who Currently Have a Personal Profile Page on Facebook/Use Twitter at Least Once per Month

12-17 18-24 25-34 35-44 45-54 55-64 65+

1%3%4%

8%11%11%

9%

15%

30%

42%

60%

67%

80%

74% Facebook Users Monthly Twitter Users

Demographic Comparison: Facebook Vs. Twitter

Page 25: The Social Habit 2011

The Social Habit

Page 26: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

One-Third of Social Networkers Use Social Sites/Services Several Times Per Day“How often do you use social networking Web sites or services?”

Few Times/Month or Less18% At Least Once/Week

9%

Several Times/Week18%

Nearly Every Day23%

Several Times/Day33%

Base: Have a Personal Profile Page onSocial Networking Web Site

Page 27: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

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”

2009 2010 2011

Base: Total Population 12+

18 million

39 Million46 Million

Page 28: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

Habitual Social Networkers Lean Young, Female

55 +6%45 to 54

8%

35 to 4418%

25 to 3427%

18 to 2425%

12 to 1716%

Women57%

Men43%

Base: Use Social Networking Sites/Services “Several Times Per Day”

Age Sex

Page 29: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

Other6%

Asian2%

Hispanic16%

African-American12%

White64%

Frequent Social Networkers: Ethnic Composition

Base: Use Social Networking Sites/Services “Several Times Per Day”

Page 30: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

12-34s Most Active Social Networkers

12-17 18-24 25-34 35-44 45-54 55-64 65+

1%3%4%

8%11%11%

9%

15%

30%

42%

60%

67%

80%

74%

2%6%

8%

19%

29%

37%

29%

Frequent Social Networkers Facebook Users Monthly Twitter Users

% 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

Page 31: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

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

MySpace

Twitter

LinkedIn

0% 20% 40% 60% 80% 100%

17%

23%

45%

98%

Base: Use Social Networking Sites/Services “Several Times Per Day”

Total Population: 8%

Page 32: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

Frequent Social Networkers Employ Multiple Devices to Access the Wireless Internet at Home

Five or More20%

Four15%

Three20%

Two23%

One23%

“How many total devices are connected to the Wi-Fi network in your home?”

Base: Use Social Networking Sites/Services “Several Times Per Day” AND Have a Home

Wi-Fi Network

Mean: 3.5

Page 33: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

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?”

Only Landline6%

Both Mobile and Landline70%

Only Mobile Phone24%

Frequent Social NetworkersTotal Population 12+

Only Landline4%

Both Mobile and Landline60%

Only Mobile Phone36%

Base: Own a Mobile Phone

Page 34: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

Frequent Social Networkers Contribute More Content Through Status Updates

No37%Yes

63%

“Do you ever update your status on social networking sites/services?”

All Social Network Users

No15%

Yes85%

Frequent Social Networkers

Page 35: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

Status Updating Frequency by Platform - Online

Never7%

At Least Once/Month6%

Several Times/Month8%

At Least Once/Week10%

Several Times/Week21%

Nearly Every Day18%

Several Times/Day30%

Base: Frequent Social Networkers Who Post Status Updates to Social Networking Web Sites

“How often do you go to the social networking Web site to update your status?”

Page 36: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

Status Updating Frequency by Platform - Clients

Never79%

At Least Once/Month2%

At Least Once/Week4%

Several Times/Week4%

Nearly Every Day4%

Several Times/Day7%

“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?”

Base: Frequent Social Networkers Who Post Status Updates to Social Networking Web Sites

Page 37: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

Status Updating Frequency by Platform - Mobile Phone

Never27%

At Least Once/Month6%

Several Times/Month5%

At Least Once/Week8%

Several Times/Week15%

Nearly Every Day12%

Several Times/Day27%

“How often do you update your status on social networking sites using a mobile phone?”

Base: Frequent Social Networkers Who Post Status Updates to Social Networking Web Sites

Page 38: The Social Habit 2011

The Mobile Networker

Page 39: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

Vast Majority of Frequent Social Networkers Own Mobile Phones

No9%

Yes91%

% Who Own a Mobile Phone

Base: Use Social Networking Sites/Services “Several Times Per Day”

Page 40: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

The Majority of Frequent Social Networkers Own Smartphones% Owning a Smartphone

No69%

Yes31%

Frequent Social NetworkersTotal Population 12+

No44%

Yes56%

Page 41: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

For Frequent Social Networkers, the Smartphone is Becoming “The First Screen”

Keep TV36%

Keep Smartphone64%

“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?”

Base: Frequent Social Networkers,Own a Smartphone

Page 42: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

Frequent Social Networkers Are Avid Purchasers of Mobile Technology% Owning Each Device

iPod

MP3 Player (Non-Apple)

Android Phone

iPhone

BlackBerry

iPad

0% 25% 50% 75%

4%

11%

9%

13%

23%

31%

6%

18%

19%

22%

37%

56%

Frequent Social NetworkersTotal Population 12+

Page 43: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

Mobile Access May Be Contributing to Frequency of Social Network Usage“Do you ever access social sites/services via mobile phone?”

No57%

Yes43%

Frequent Social NetworkersAll Social Network Users

No36%

Yes64%

Page 44: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

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

Send/Receive Text Messages

Make/Receive Calls

Use Social Networking Sites

Browse The Internet

Listen to Music Transferred/Downloaded to Phone

Play Games

Listen to Pandora

Watch Video

Purchase an App

0 20 40 60 80 100

2%

3%

3%

6%

9%

18%

12%

70%

53%

4%

7%

8%

16%

20%

42%

47%

79%

83%

Frequent Social NetworkersAll Mobile Phone Owners 12+

Page 45: The Social Habit 2011

Social Commerce

Page 46: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

Three in Ten Americans Familiar With Location-Based Services/Applications

No93%

Yes7%

Base: Total Population 12+

“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

No70%

Yes30%

2011

Page 47: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

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 thatalso gave your location?”

No96%Yes

4%

Base: Total Population 12+

Page 48: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

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?”

Almost Never40%

Sometimes42%

Almost Every time I Go Out18%

Base: Have Ever Used an Online Service to Post a Status Update That Also Gave Location

Page 49: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

Frequent Social Networkers are Plugged in to Brands and Companies on Social Networks“Do you follow/friend any brands or companies on social networks?”

No75%

Yes25%

Frequent Social NetworkersAll Social Network Users

No57%

Yes43%

Page 50: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

Facebook the Leading Social Network forInteraction with Brands and Companies“Which social networking site or service do you use most to connect with brands?”

Facebook

Twitter

LinkedIn

Other

Don’t Know

0% 25% 50% 75% 100%

6%

5%

3%

6%

80%

Base: Follow Companies/Brands on any Social Networking Site

Page 51: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

Facebook the Leading Social Network forInfluencing Buying Decisions “Which one social network site or service influences your buying decisions the most?”

None72%

Other4%

Facebook24%

Base: All Social Network Users

Page 52: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

Frequent Social Networkers are Out-Of-Home Consumers“In the last month, have you been...”

To a Fast Food/Casual Dining Restaurant

In a Convenience Store

To a Coffee Shop or Sandwich Shop

In an Office Building Lobby

In a Movie Theater Lobby

To a Health Club

At an Airport

To a Stadium/Arena

0 20 40 60 80 100

15%

19%

18%

32%

45%

49%

70%

76%

19%

23%

28%

46%

53%

60%

81%

83%

Frequent Social NetworkersTotal Population 12+

Page 53: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

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?”

0% 20% 40%

8%

18%Frequent Social Networkers

Total Population 12+

Page 54: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

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?

No76%

Yes24%

Frequent Social NetworkersTotal Population 12+

No51%

Yes49%

Page 55: The Social Habit 2011

© 2011 Edison Research/Arbitron Inc.

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!