© anderson analytics, llc 2009. all rights reserved marketing to women social network services...
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© Anderson Analytics, LLC 2009. All Rights Reserved
Marketing to WomenSocial Network Services (SNS) Factoids
March 2010
© Anderson Analytics LLC, 2009. All Rights Reserved 2
SNS User Profile
Under 1816%
18 to 2420%
25 to 3423%
35 to 4418%
45 to 5413%
55 to 646%
65+3%
Female55%
Male45%
Single50%
Engaged4%
Married37%
Divorced/ Separated/ Widowed
10%
68%
56%
40% 37% 36%
21%
0%
10%
20%
30%40%
50%
60%
70%
80%
DigitalCamera
VideoGame
System
High DefTV
VideoCamera
DVR/TivoHD/Blu-ray DVD
PlayerElectronics Ownership
Top 3 Interests (topics read frequently online)
Music 43%
Movies 37%
Entertaining/Hanging out with friends 36%
Average HH Income (among age 18+): 55K
Top 3 Perceived Benefits of SNS
Staying in touch with friends 82%
Staying in touch with family 70%
Staying in touch with classmates 61%
© Anderson Analytics LLC, 2009. All Rights Reserved 3
Male SNS User Profile
Perceived Benefits of Using SNS
Top 3
Staying in touch with friends 76%
Staying in touch with family 64%
Sharing photos/videos/websites with others 62%
View these benefits significantly higher than female
Networking for business/career contacts 32%
Marketing my business 25%
I connect to almost anyone I
have met in person18%
I only connect to my friends or
family39%
It’s all about size of network, I connect to
anyone who is willing to connect
to me15%
I connect to contacts of my
contacts whom I do not yet know
4%
I connect to people I know, including those
I’ve met only over the phone or the
internet24%
140
135
71
53
38
0 50 100 150
MySpace
Twitter(Following)
Twitter(Followers)
Number of Connections
68%
63%
15%
13%
0% 20% 40% 60% 80%
Myspace
Websites
How they make connections online
*
(*Significantly higher than female Users)
*
*
© Anderson Analytics LLC, 2009. All Rights Reserved 4
Male SNS User Profile
Earlier14%
About the same time*49%
Later37%
Significantly more male agree with the following
I’m more internet savvy than the average person 40%
I'd love to actually meet more of my online friends in person someday 31%
If I post something online, it's generally really interesting 30%
Joining SNS earlier or later than friends/colleagues
Top reasons for joining SNS
Keeping in touch with friends 71%
For fun 58%
Keeping in touch with family 34%
Online activities engaged in the last month
Watched an online video 75%
Uploaded pictures 60%
Made an online purchase 53%
Read someone else's blog 52%
Read posts on a discussion board 50%
Commented on a discussion board 34%
Posted your own blog entry 19%
Uploaded a video 19%
Subject/Content Posted Frequently Online
What I'm doing now 60%
Pictures of family/friends 58%
Specific hobby 41%
Links to articles I find interesting 29%
Work related questions/answers 20%
Significantly higher than female Users (95% Confidence Level)
© Anderson Analytics LLC, 2009. All Rights Reserved 5
Female SNS User Profile
I connect to almost anyone I have met
in person19%
I only connect to my friends or family
51%
It’s all about size of network, I connect to anyone who is
willing to connect to me5%
I connect to contacts of my
contacts whom I do not yet know
5%
I connect to people I know, including
those I’ve met only over the phone or
the internet20%
Perceived Benefits of Using SNS
Top 5
Staying in touch with friends 87%
Staying in touch with family 75%
Sharing photos/videos/websites with others 73%
It is relaxing 57%
Learn about new things 51%
Female Users see these benefits significantly higher than male Users
How they make connections online
129
110
36
23
18
0 50 100 150
MySpace
Twitter(Followers)
Twitter(Following)
Number of Connections
72%
58%
15%
8%
0% 20% 40% 60% 80%
Myspace
Websites
(*Significantly higher than male Users)
*
© Anderson Analytics LLC, 2009. All Rights Reserved 6
Female SNS User Profile
Earlier17%
About the same time38%
Later45%
76%: “would never pay to use a social network service” (Significantly higher than male Users -- 69% )
Top reasons for joining SNS
Keeping in touch with friends 77%
For fun 52%
Keeping in touch with family 47%
Joining SNS earlier or later than friends/colleagues
*
(*Significantly higher than male Users)
Online activities engaged in the last month
Watched an online video 65%
Uploaded pictures 60%
Made an online purchase 53%
Read someone else's blog 51%
Read posts on a discussion board 45%
Commented on a discussion board 32%
Posted your own blog entry 19%
Uploaded a video 17%
Subject/Content Posted Frequently Online
Pictures of family/friends 74%
What I'm doing now 71%
Specific hobby 27%
Pets 25%
Links to articles I find interesting 24%
Significantly higher than male Users (95% Confidence Level)
© Anderson Analytics LLC, 2009. All Rights Reserved
Single47%
Engaged3%
Married40%
Divorced/ Separated/ Widowed
10%
7
Facebook User Profile
0%
5%
10%
15%
20%
25%
13 to14
15 to17
18 to24
25 to34
35 to44
45 to54
55 to64
65+
FacebookTotal
Website Loyalty
% of Facebook Users saidFacebook is their favorite SNS site 75%
% of Facebook say that they can do without Facebook 29%
Female56%
Male44%
Average Income (Age 18+): 61K
Average# of connections: 122
Age
/* Significantly higher than average (95% Confidence Level)
*
Usage Change
% of Facebook Users said their usage of the site has increased in the past 6 months 59%
% of Facebook Users said their usage of the site has decreased in the past 6 months 7%
© Anderson Analytics LLC, 2009. All Rights Reserved
Single55%
Engaged5%
Married30%
Divorced/ Separated/ Widowed
10%
8
MySpace User Profile
Website Loyalty
% of MySpace Users saidMySpace is their favorite SNS site 65%
% of MySpace say that they can do without MySpace 35%
Female53%
Male47%
Average Income (Age 18+): 44K
Average# of connections: 131
Age
/* Significantly higher than average (95% Confidence Level)
*
Usage Change
% of MySpace Users said their usage of the site has increased in the past 6 months 40%
% of MySpace Users said their usage of the site has decreased in the past 6 months 19%
0%
5%
10%
15%
20%
25%
30%
13 to14
15 to17
18 to24
25 to34
35 to44
45 to54
55 to64
65+
MySpaceTotal
© Anderson Analytics LLC, 2009. All Rights Reserved
Single48%
Engaged5%
Married38%
Divorced/ Separated/ Widowed
9%
9
LinkedIn User Profile
Website Loyalty
% of LinkedIn Users saidLinkedIn is their favorite SNS site 30%
% of LinkedIn say that they can do without LinkedIn 29%
Female43%
Male57%
Average Income (Age 18+): 89K
Average# of connections: 55
Age
Significantly higher than average (95% Confidence Level)
Usage Change
% of LinkedIn Users said their usage of the site has increased in the past 6 months 53%
% of LinkedIn Users said their usage of the site has decreased in the past 6 months 8%
0%
5%
10%
15%
20%
25%
30%
13 to14
15 to17
18 to24
25 to34
35 to44
45 to54
55 to64
65+
LinkedInTotal
© Anderson Analytics LLC, 2009. All Rights Reserved
Single51%
Engaged6%
Married35%
Divorced/ Separated/ Widowed
9%
10
Twitter User Profile
Female54%
Male46%
Average Income (Age 18+): 58K
Average# of connections (following/follower): 32/28
Age
Significantly higher than average (95% Confidence Level)
Usage Change
% of Twitter Users said their usage of the site has increased in the past 6 months 59%
% of Twitter Users said their usage of the site has decreased in the past 6 months 7%
Website Loyalty
% of Twitter Users saidTwitter is their favorite SNS site 12%
% of Twitter say that they can do without Twitter 43%
0%
5%
10%
15%
20%
25%
30%
13 to14
15 to17
18 to24
25 to34
35 to44
45 to54
55 to64
65+
TwitterTotal
© Anderson Analytics LLC, 2008. All Rights Reserved
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