Internet Market Research On Social Media

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

Tom Webster - Vice President, Strategy Edison Research
Summary Findings
Social Media now reaches the majority of Americans 12+, with 52% having a prole on one or more social networks. This gure 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.
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+.
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 gure 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 inuences 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 inuenced their buying decisions the most.
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
Nearly Nine in Ten Americans Have Internet Access

% with Internet Access From Any Location
2011 2010 2009 2008 2007 2006 2005 2004 2003 2002 2001 2000 0% 25% 50%
88% 84% 85% 82% 83% 81% 81% 79% 75% 72% 62% 55%
75% 100%
Base: Total Population 12+
Six In Seven Homes With Internet Access Have Broadband

% Who Have Broadband vs Dial-Up Internet Access at Home
Broadband
Dial-Up
100%
78% 82% 76% 68% 60% 58% 48% 48% 37% 28% 38% 28% 20% 15% 13% 69% 84% 86%
75%
50%
25%
21%
8%
2011
0%
2002
2003
2004
2005
2006
2007
2008
2009
2010
Base: Access the Internet From Home
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
Smartphone Ownership Approaches One-Third of Americans 12+

Mobile Phone Ownership Yes 84% Smartphone Ownership Yes 31%
No 16%
No 69%
Social Networking Behaviors
More Than Half of Americans 12+ Have a Prole on One or More Social Networking Sites
% Who Currently Have a Personal Prole Page on Facebook, MySpace, LinkedIn or Any Other Social Networking Web Site
48% 34% 24%
52%
2008
2009
2010
2011
Social Networking Sees Marked Year-Over-Year Growth Age 35-54

% by Age Group Who Currently Have a Personal Prole Page on Facebook, MySpace, LinkedIn or Any Other Social Networking Web Site
80% 77% 68% 65%
78% 76%
2008
63%
2009
2010
2011
63% 57%
64% 54%
51% 44% 34% 45% 35% 31% 31% 22% 17% 14% 10% 4% 15% 13% 3% 3%
32%
12-17
18-24
25-34
35-44
45-54
55-64
65+
Facebook Now Reaches the Majority Of Americans 12+

% Who Use/Have a Prole Page on Each Listed Service
Facebook
51% 17% 9% 8%
20%
MySpace
LinkedIn
Twitter
0%
40%
60%
More Americans 12+ Are Familiar With Facebook Than Have Access To The Internet
% With Internet Access (from any location) % Familiar With Facebook
Yes 88% No 12%
Yes 93%
No 7%
Facebook Users: Demographics Age

55 + 12% 45 to 54 14% 18 to 24 19% 12 to 17 14%
Sex
Women 52%
Men 48%
35 to 44 19%
25 to 34 22%
Base: Have a Personal Prole Page on Facebook
Facebook Users: Ethnic Composition

African-American 12% Hispanic 15%
White 65%
Asian 3% Other 5%
Base: Have a Personal Prole Page on Facebook
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?
Dont Know 12% Very Concerned 27%
Not At All Concerned 31%
Somewhat Concerned 17% Slightly Concerned 14%

Base: Familiar with Facebook
Awareness of Twitter Nearly Universal

% Who Have Ever Heard of Twitter
100
87%
92%
75
50
25
5%
26%
2008
2009
2010
2011

Twitter Usage Stands At Approximately 20 Million Americans

Do you currently ever use Twitter? (% saying Yes)
2011
8% 7% 2% <1% 0%
0% 5%
2010
2009
2008
10%
Three in Ten Twitter Users Access The Service Daily

How often do you use Twitter?
Nearly Every Day 13%
A Few Times/Week 14%
At Least Once/Week 9% Several times/day 18%
Less Than Once/Month 18%

Base: Have Ever Used Twitter
At Least Once/Month 28%
Monthly Twitter Users: Demographics Age

45 to 54 11% 55 + 7% 12 to 17 13%
Sex
35 to 44 20%
18 to 24 21%
Women 54%
Men 46%
25 to 34 28%
Base: Monthly Twitter Users
Monthly Twitter Users: Ethnic Composition

African-American 22%
Hispanic 15%
Asian 3% Other 5% White 55%
Twitter Users Appear To Be Growing More Engaged

Do you ever post status updates to Twitter?
2010
2011
Yes 47% No 53%
Yes 70% No 30%
Demographic Comparison: Facebook Vs. Twitter

% by Age Group Who Currently Have a Personal Prole Page on Facebook/Use Twitter at Least Once per Month
80% 74% 67%
Facebook Users
60%
Monthly Twitter Users
42%
30%
15% 9% 11% 11% 8% 4% 3% 1%
12-17
18-24
25-34
35-44
45-54
55-64
65+
The Social Habit
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%
Few Times/Month or Less 18%
Several Times/Week 18% At Least Once/Week 9%
Base: Have a Personal Prole Page on Social Networking Web Site
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
39 Million 18 million
46 Million
2009
2010
2011

Habitual Social Networkers Lean Young, Female Age

55 + 45 to 54 6% 8% 12 to 17 16%
Sex
35 to 44 18% 18 to 24 25%
Women 57%
Men 43%
25 to 34 27%
Base: Use Social Networking Sites/Services Several Times Per Day
Frequent Social Networkers: Ethnic Composition

African-American 12% Hispanic 16%
White 64%
Asian 2% Other 6%
12-34s Most Active Social Networkers

% by Age Group Who Use Social Networks Several Times per Day/Currently Have a Personal Prole Page on Facebook/ Use Twitter at Least Once per Month
Frequent Social Networkers

80% 74% 67%
Facebook Users
Monthly Twitter Users
60%
42% 37% 29% 29% 19% 15% 9% 11% 11% 8% 8% 4% 6% 30%
3%
2%
1%
12-17
18-24
25-34
35-44
45-54
55-64
65+
Habitual Social Networkers Nearly Three Times More Likely to Use Twitter as General Population
% Who Use/Have a Prole Page on Each Listed Service/Use Twitter
Facebook
98% 45% 23% 17%

20% 40% 60% 80% 100%
MySpace
Total Population: 8%
Twitter
LinkedIn
0%
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
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+
Only Mobile Phone 24%
Only Mobile Phone 36% Both Mobile and Landline 70% Only Landline 4% Both Mobile and Landline 60%
Only Landline 6%
Base: Own a Mobile Phone
Frequent Social Networkers Contribute More Content Through Status Updates

Do you ever update your status on social networking sites/services?
All Social Network Users
Yes 63%
No 37%
Yes 85%
No 15%
Status Updating Frequency by Platform - Online

How often do you go to the social networking Web site to update your status?
Several Times/Day 30%
Nearly Every Day 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
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%
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%

The Mobile Networker
Vast Majority of Frequent Social Networkers Own Mobile Phones

% Who Own a Mobile Phone
Yes 91%
No 9%
The Majority of Frequent Social Networkers Own Smartphones

% Owning a Smartphone
Yes 31% No 69%
Yes 56%
No 44%
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

Frequent Social Networkers Are Avid Purchasers of Mobile Technology

% Owning Each Device
Frequent Social Networkers Total Population 12+ iPod
MP3 Player (Non-Apple) Android Phone iPhone BlackBerry iPad
13% 19% 9% 18% 11% 6% 4%
23% 22%
31% 37%
56%
0%
25%
50%
75%
Mobile Access May Be Contributing to Frequency of Social Network Usage

Do you ever access social sites/services via mobile phone?
Yes 43%
No 57%
Yes 64%
No 36%
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 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
53% 70% 12% 18% 9% 6% 8% 3% 7% 3% 4% 2% 20% 16% 47% 42%
83% 79%
20
40
60
80
100
Social Commerce
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 7%
Yes 30%
No 93%
No 70%
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?
Yes 4%
No 96%
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
Frequent Social Networkers are Plugged in to Brands and Companies on Social Networks
Do you follow/friend any brands or companies on social networks?
Yes 25%
No 75%
Yes 43% No 57%
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% 6% 3% 5% 6%
25% 50% 75% 100%
Twitter
LinkedIn
Other
Dont Know
0%
Base: Follow Companies/Brands on any Social Networking Site
Facebook the Leading Social Network for Inuencing Buying Decisions

Which one social network site or service inuences your buying decisions the most?
Facebook 24%
Other 4% None 72%
Base: All Social Network Users
Frequent Social Networkers are Out-Of-Home Consumers

In the last month, have you been...
Frequent Social Networkers Total Population 12+
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
83% 76% 70% 49% 45% 32% 18% 28% 60% 81%
53%
46%
23% 19% 19% 15%
20
40
60
80
100
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?
18%
8%
0%
20%
40%
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?
Yes 24% No 76%
Yes 49% No 51%
Edison Research - The Social Media Research Authority

The effectiveness of social media must be measured both online AND ofine to truly track how the social presence of a brand inuences a consumers decision-making process. Social Media Monitoring alone can provide metrics like share of conversation, and possibly even online sentiment, but ofine measures should also be incorporated to gauge the linkage between sentiment and to determine the actual value social media efforts have for brands. Edisons 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!
Thank you.
twebster@edisonresearch.com TWITTER: WEBBY2001

Internet Market Research On Social Media

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The Social Habit II

The Edison Research/Arbitron Internet and Multimedia Study 2011

2011 Edison Research/Arbitron Inc.

Summary Findings (continued)

2011 Edison Research/Arbitron Inc.

Summary Findings (continued)

2011 Edison Research/Arbitron Inc.

The Edison Research/Arbitron Internet and Multimedia Study - 2011

2011 Edison Research/Arbitron Inc.

Nearly Nine in Ten Americans Have Internet Access

Base: Total Population 12+

2011 Edison Research/Arbitron Inc.

Six In Seven Homes With Internet Access Have Broadband

Base: Access the Internet From Home

2011 Edison Research/Arbitron Inc.

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

Have Wi-FI at Home 65%

Do Not Have Wi-Fi at Home 35%

2011 Edison Research/Arbitron Inc.

Smartphone Ownership Approaches One-Third of Americans 12+

Base: Total Population 12+

2011 Edison Research/Arbitron Inc.

Social Networking Behaviors

48% 34% 24%

Base: Total Population 12+

2011 Edison Research/Arbitron Inc.

Social Networking Sees Marked Year-Over-Year Growth Age 35-54

Base: Total Population 12+

2011 Edison Research/Arbitron Inc.

Facebook Now Reaches the Majority Of Americans 12+

2011 Edison Research/Arbitron Inc.

Yes 88% No 12%

Base: Total Population 12+

2011 Edison Research/Arbitron Inc.

Facebook Users: Demographics Age

Base: Have a Personal Prole Page on Facebook

2011 Edison Research/Arbitron Inc.

Facebook Users: Ethnic Composition

Base: Have a Personal Prole Page on Facebook

2011 Edison Research/Arbitron Inc.

Dont Know 12% Very Concerned 27%

Not At All Concerned 31%

Somewhat Concerned 17% Slightly Concerned 14%

Awareness of Twitter Nearly Universal

Base: Total Population 12+

Twitter Usage Stands At Approximately 20 Million Americans

2011 Edison Research/Arbitron Inc.

Three in Ten Twitter Users Access The Service Daily

Nearly Every Day 13%

A Few Times/Week 14%

At Least Once/Week 9% Several times/day 18%

Less Than Once/Month 18%

At Least Once/Month 28%

2011 Edison Research/Arbitron Inc.

Monthly Twitter Users: Demographics Age

Base: Monthly Twitter Users

2011 Edison Research/Arbitron Inc.

Monthly Twitter Users: Ethnic Composition

Asian 3% Other 5% White 55%

Base: Monthly Twitter Users

2011 Edison Research/Arbitron Inc.

Twitter Users Appear To Be Growing More Engaged