social media behavior
DESCRIPTION
Behavior of social media users and their demandTRANSCRIPT
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Life on Demand: Participant Behavior and Social Engagement
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With which of the following social networking sites do you have an account? (Check all that apply)
Active Social Network Accounts
Q3
All respondents were screened to insure daily visitation to at least one social network. Nearly all respondents have a Facebook account, and over half have a YouTube account.
In looking at the total number of accounts, the sample breaks relatively evenly between those having a single account, two accounts, three accounts, and four+ accounts.
N=1,961
17%
23%
38%
42%
57%
94%
24%
24% 24%
28%
Total Number of Accounts (6 Max)
4+
3 2
1
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0%
20%
40%
60%
80%
100% Moms
Other ♀
Dads
Other ♂
Women more likely to have a Facebook account
Pinterest, also more popular among women
Dads significantly more likely than all others to
have YouTube and Twitter accounts
Google+ more popular among
parents
Q3 N=1,961
Active Social Network Accounts
With which of the following social networking sites do you have an account? (Check all that apply)
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Who are the daily users?
95% visit at least once a day Women more likely to visit daily
54% visit at least once a day Daily visitors most likely to be age 30-49 Parents, especially dads more likely to visit daily
34% visit at least once a day Men more likely to visit daily Parents more likely to visit daily
65% visit at least once a day Men and parents more likely to visit daily Daily visitors most likely to be age 18-29
61% visit at least once a day Men more likely to visit daily Daily visitors most likely to be age 18-49
52% visit at least once a day Daily visitors most likely to be age 50+ Men more likely to visit daily
71%
55% 48% 46%
There is likely confusion among the 50+ group
between Google+ and Google.
*
* Statistically higher than other men and non-moms
N Varies by Network (Have an active account)
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Use Network > Once a Day
71% 42% 34% 33% 16%
Über Users
N Varies by Network (Have an active account)
51%
25%
15%
5%
2%
2%
One
Two
Three
Four
Five
Six
Total # of Networks Visited Once a Day or More
22%
45%
20%
9%
2%
1%
1%
None One Two
Three Four Five
Six
Total # of Networks Visited More than Once a Day
Über Users Half of sample is primarily Facebook-only people
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Social Network Usage
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How often do you post each of the following on social network sites?
Posting on Social Networks
Q13, Q14
54%
32%
31%
30%
26%
18%
15%
Status updates
Jokes/cartoons/memes
Links to articles
Pictures I took
Pictures other people took
Videos other people created
Videos I created
N=1,961
Post once a week or more:
Change from last year
Inc Dec
30% 16%
28% 11%
29% 11%
31% 17%
23% 12%
18% 12%
18% 13%
No Ch
54%
61%
60%
52%
65%
70%
69%
Women are more likely to post status updates and men are more likely to post jokes, links and videos
Über users are very active posters and have increases for all types of content
In general, younger respondents are more likely than older respondents to post most types of content
Compared to moms and other men and women, dads are the most active posters across most types of posts
Dads are also more likely to report increased posting for several types of content
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Which of the following, that your friends post, do you enjoy the most?
Preferences for Things Other People Post
Q17
35%
26%
18%
8%
6%
3%
3%
Pictures they took
Status updates
Jokes/cartoons/memes
Pictures other people took
Links to articles
Videos they created
Videos other people created
N=1,961
Women are more likely to want to see pictures, while men prefer jokes, links and videos
Older respondents are more likely to enjoy pictures and links, while younger users prefer status updates and jokes
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When you post something on a social network site, how quickly do you expect
people to respond (e.g., comment, like, share)?
Response to Social Network Posts
If people don’t respond in the time frame you expect, how do you feel?
Of those who felt emotion:
Q15, Q16
One in four respondents don’t expect any response to their posts, and that is especially true for those age 50+ (40%). Parents, especially moms, and younger respondents generally expect quick response to their posts.
The majority of respondents are indifferent when people don’t respond to their posts.
Über users are more likely to expect a quick response, and more likely to feel annoyed, sad, hurt, and angry when people don’t respond.
N=1,961
41%
22%
12%
25%
Within an hour
One to six hours
More than six hours
I don't expect a response
12%
Annoyed
49%
Hurt Angry
29%
Sad
39%
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Q18, Q19
Changing Communication Patterns
Social networks are having a dramatic impact on how people communicate with each other. For over half of respondents social networks are the preferred means for communicating with distant friends, and one in three respondents prefer social networks for communicating with close friends.
Clearly, people are spending less time on the phone and emailing, as they opt to stay in touch with others
via social networks.
I would rather talk to distant friends via social networking than traditional modes 52%
I spend less time emailing because I communicate via social networks 50%
I spend less time on the phone because I communicate via social networks 48%
I am more comfortable engaging with people online than in person 40%
I would rather talk to close friends via social networking than traditional modes 30%
How much do you agree or disagree with each of the following statements? (Summary top 2 box – five point scale)
Women, and especially moms, are more likely than men to spend less time on the phone and emailing because of social networks
In general, younger age groups are more likely to agree with each statement
Über users are significantly more likely to agree with all statements
N=1,961
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Which types of companies and/or products do you “like” or follow on social networks?
Interacting with Companies/Brands on Social Networks
Q21
48%
43%
43%
37%
35%
32%
30%
24%
24%
24%
22%
22%
22%
22%
19%
17%
12%
10%
10%
20%
Entertainment related
Restaurants
Food
Celebrities
Apparel
Sports related
Electronics
Alcoholic beverages
Non-alcoholic beverages
Magazines/Newspapers
Automobiles
Personal care products
Household products
Travel
Educational institutions
Telecommunications
Financial service companies
Pharmaceutical
Appliances
None of the above
N=1,961
In general, women (particularly moms) are more likely to follow companies on social network sites, and that is true for 11 of the 19 categories listed, including entertainment, restaurants, food, celebrities, and apparel
Men are more likely to follow sports, electronics, automobile, and finance companies
In general, younger respondents are more likely to follow companies/brands
Über users are significantly more likely to follow all categories listed
Total Moms Other ♀ Dads Other ♂ Über Users
4.98 6.15 4.88 4.83 4.18 6.41
Average number of categories “Liked”:
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20%
12%
12%
10%
27%
19%
20%
15%
34%
43%
41%
42%
20%
25%
27%
33%
An advertisement on the social network
News feed
The brand's page on the social network
A "repost" from a friend
Not at all
Not very
Somewhat
Very
How likely are you to respond to an offer from a brand on a social networking site, in each of the following locations?
Responding to Company/Brand Offers
Q22 N=1,571 (People who “like”/follow companies/products)
Total Moms Other ♀ Dads Other ♂ Über Users
46% 51% 38% 54% 42% 55%
% Very/Extremely Likely to Respond to at Least One Type of Offer
Respondents are most likely to respond to brand offers when they have been reposted by a friend – one-third of respondents are very/extremely likely to do so. Ads are the least likely to elicit a response.
Nearly half of respondents are very/extremely likely to respond to at least one of the ad locations listed, with parents and Über users more likely to do so.
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How likely are you to engage with each of the following types of posts when they come from a brand you “like” or follow?
(Summary top 2 box – five point scale)
Engaging with Company/Brand Content
Q23
44%
40%
37%
36%
35%
Pictures
Status updates
Videos
Jokes/cartoons/memes
Links to articles
People are most likely to respond to brand posts involving pictures or status updates, although response is relatively consistent across types of content.
N=1,571 (People who “like”/follow companies/products)
Women are more likely to respond to pictures, and men are more likely to respond to videos
Parents and Über users are significantly more likely to respond to all types of posts
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What causes you to “like” a company/brand/product? (Check all that apply)
Why People Choose to “Like” or Follow a Company/Brand
Q24
59%
45%
38%
38%
29%
27%
26%
23%
18%
I shop there/purchase product
I hope to have insider knowledge/special deals
I read about it/want to keep tabs on it
I want to be the first to know about new products/locations from this company
I like to read company/brand posts
I want to be associated with the brand
I like having a direct relationship with companies/brands
My friends like it
I work there or know someone who does
Respondents “like” a brand/company because its something they buy or where they shop. Being notified about deals, new products, and other company news are also important.
N=1,571 (People who “like”/follow companies/products)
Women
Women
Women, Parents, Über Users
Men, Über Users
Parents, Über Users
Über Users
Über Users
Über Users
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How concerned are you about privacy on social networks?
Privacy on Social Networks
Q25
22%
21%
38%
13%
5%
Extremely concerned
Very concerned
Somewhat concerned
Not very concerned
Not at all concerned
There is relatively high concern about privacy on social networks, and it is consistent across demographic and behavioral groups, with the lone exception that older respondents are more likely to be concerned.
N=1,961
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How much do you agree or disagree with each of the following statements? (Summary top 2 box – five point scale)
Knowledge and Use of Privacy and Account Settings
Q28
73%
68%
61%
56%
50%
40%
I have adjusted my privacy settings in Facebook
I am knowledgeable about the privacy settings in Facebook
I restrict all of my Facebook profile and posts for private/friend viewing only
I avoid using applications on social networks because I’m concerned about giving access to my personal information
I tend to hide posts that are generated by an application (e.g., updates or scores from games)
I separate people into groups on my social networks based on what personal information I want them to see
In general, respondents are knowledgeable about Facebook privacy settings and are active in making adjustments to their account. Women are significantly more likely than men to be knowledgeable about privacy settings, and to take steps to make adjustments.
Not surprisingly, Über users are far more likely to be savvy with regard to privacy and account settings.
Older respondents are more likely to avoid using apps through social networks.
N=1,961
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How often do you login to other sites using a social account?
Using Social Network Login Credentials on Other Sites
Which do you use most for signing into other sites?
Q26, Q27
A total of 22% of respondents login to other accounts with a social network account either frequently or always, and over half do so at least occasionally.
Women, younger respondents, and parents are more likely login to other sites using a social network login frequently/always
Facebook Connect is by far the primary way users login to other accounts.
N=1,961 / N=594 (Facebook/Twitter users who login to other sites using account)
6%
16%
32%
26%
20%
Always
Frequently
Occasionally
Rarely
Never
84% 8%
No Pref.
8%
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Device and Channel Usage
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Current mobile phone is:
Mobile Phone Usage
Q5
63%
30%
7%
Smartphone Standard phone None
N=1,961
47%
34%
10%
9%
N=1,237
% Smartphone users:
76% 63%
36%
78% 69%
57% 54%
At 63%, smartphone penetration for the entire sample of active social network users is higher than the general population.
Smartphone use is highest among the younger age groups, and also among those with children in the household.
Dads are significantly more likely than other men and women to own a smartphone.
More likely to own smartphone: Tablet users (82% vs. 50%) Über users (77% vs. 56%) Those w/ kids in HH (73% vs. 56%)
Women more likely than men to
own an Android (32% vs. 27%)
Of those…
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42% Own a Tablet
Tablet Usage
Q6 N=1,961
N=813
48%
41%
26%
Note: Of the 813 respondents who own a tablet, 19% (N=154) own more than one.
Of those…
More likely to own a tablet: 18-29 and 30-49 year olds (56%, 53%
vs. 28%) Smartphone users (54% vs. 20%) Über users (55% vs. 35%) Those w/ kids in HH (53% vs. 33%) Dads (60% vs. 47%, 34%, 31%)
Men more likely than women to own
an iPad (23% vs. 16%)
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Social Media Access by Device
Computer
Mobile Phone
Tablet
Game Console
Access SN sites at least daily
91%
53%
21%
14%
Those who access daily+ are more likely to be:
Older No smartphone No kids in HH Über users
Women Younger Have kids in HH Über users
Q7
Men Younger Have kids in HH Dads Über users
Men Younger Dads Über users
N=1,961
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Internet (via PC) Television Mobile Phone
(Excluding calls & texts) Radio
20.7 17.0 7.6 5.9
Magazines
1.6
In an average week, how many hours would you estimate you spend with each of the following types of media?
Q8
Tablet
2.6
Media Consumption – Average Hours Per Week
Newspapers
1.5
Gaming System
4.5
N=1,961
Total: Über Users: 22.2 16.6 11.4 6.2
Total: Über Users: 6.3 4.1 2.1 1.8
Women spend 9.4 hours per week on their mobile phone, compared to 5.8 hours for men. At 3.2 hours, dads log the most hours per week on tablets.
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Computer
Mobile Phone
Tablet
Game Console
Radio
Magazines
Newspapers
Decreased
How has the amount of time you spend with each of the following types of media changed over the past year?
Increased Decreased Increased
7%
9%
9%
21% 55%
43%
23%
22%
23%
26%
26%
20%
13%
10%
TV
21% 30%
Media Consumption – Year to Year Changes
Q9
Women are more likely to report an increase in time spent on a mobile phone, and men (particularly dads) are more likely to report an increase in use of tablets.
N=1,961
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TV, Movie, & Video Viewing by Device
Computer
Tablet
Once a Week+
55%
21%
How often do you view TV shows, movies, or videos on each of the following?
More likely to watch video on devices other than TV: Men Younger respondents Those w/ kids in HH Dads Über users
Game Console
29%
Mobile Phone
27%
Q10 N=1,961
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How much do you agree or disagree with each of the following statements about the ads you see while watching videos online?
(Summary top 2 box – five point scale)
Attitudes About Online Video Ads
Q11 N=1,653 (Watch videos online)
I like when ads display a countdown until I can close the ad, or when my programming will begin
66%
I prefer when I see a variety of ads, instead of a single ad multiple times 62%
The ads I see are relevant to me 30%
I’d be willing to allow streaming video sources to use my social networking info to provide relevant ads
30%
When ads are shown, I usually view the entire ad, even if I have the ability to close it
28%
43% 31% 27% 23%
38% 28% 26%
20%
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Preferred Content Formats
Q12 N=1,961
Pictures Games Movies Recipes
Home videos Television
Radio Calendars
Newspapers Check lists Magazines
Business cards
When both streaming/digital and traditional/offline formats are available, how would you prefer to access each of the following?
Traditional/Offline
34% 30% 44% 36% 42% 52% 47% 47% 49% 43% 55% 46%
Streaming/Digital
56% 52% 47% 46% 42% 41% 40% 36% 32% 27% 25% 15%
In all cases, smartphone & tablet users are more likely than non-users to prefer digital content
Über users are also more likely to prefer digital content for all categories other than recipes
In general, younger respondents are more likely than older respondents to prefer digital content
For organizational tools like calendars and check lists, women are more likely than men to prefer traditional/offline tools
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Social Network Active Account Makeup
Q3 N=1,961
Single Account (N=468)
87%
7%
4%
1%
1%
< 1%
Two Accounts (N=477)
93%
43%
19%
12%
12%
14%
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Demographics
N=1,961
Methodology 25-minute online survey
Respondents must access at least one social network daily
Total sample of 1,961 (sampling error of 2.2% at 95% confidence level)