social media consumer research

Figaro Digital

Social media – Survey Results

[email protected]: @rrisk

mailto:[email protected]

Copyright © 2012 Lightspeed Research. Proprietary and Confidential. All rights reserved.

Lightspeed Research

Proprietary panels in 40 countries with

approximately 4 million panelists

625 total employees

Actively Managed and Engaged Consumer Panels

Deeply Profiled Specialty Panels

Global Reach

Real Respondents

DeliveringReal Results


GLOBAL PANEL Footprint

The Americas

Brazil

Canada

Mexico

U.S.

Europe, Middle East, Africa

Austria

Belgium

Denmark

Finland

France

Germany

Greece

Ireland

Italy

Netherlands

Norway

Poland

Russia

Spain

Sweden

Switzerland

U.K.

South Africa

UAE

Asia Pacific

Australia

China

Hong Kong

India

Indonesia

Japan

Malaysia

New Zealand

Philippines

Singapore

S. Korea

Taiwan

Vietnam

Thailand

Proprietary panels in 40 countries with over 4 million panelists. Czech

Republic

Turkey

Portugal


• The survey was conducted on Lightspeed Research's UK online panel in November 2012. There were 1001 respondents to the survey, all of whom have a social media account, either for work or personal use.

4

Methodology


Personal vs business social

5

86 %

45 %

34 %

20 %

11 %

8 %

5 %

3 %

1 %

1 %

1 %

1 %

9 %

5 %

6 %

6 %

13 %

2 %

1 %

1 %

3 %

1 %

2 %

72 %

Facebook

YouTube

Twitter

Google +

Linkedln

Myspace

pinterest

Tumblr

Other

Redit

Digg

Never registered on any social networking sites for work / personal use

Social networking sites registered onPersonal Work

Source: Lightspeed Research


More than half of all respondents have actively engaged with brands

6

57% actively engaged with a

brand in the last 3 months

50% male64% female

liked, friended, become a fan, followed, retweeted, commented on or otherwise shared branded content

Copyright © 2012 Lightspeed Research. Proprietary and Confidential. All rights reserved. 7

2 %

4 %

6 %

7 %

8 %

9 %

11 %

13 %

7 %

4 %

8 %

11 %

9 %

8 %

11 %

16 %

21 %

11 %

12 %

11 %

20 %

12 %

26 %

3 %

29 %

26 %

26 %

26 %

26 %

27 %

35 %

28 %

41 %

54 %

49 %

44 %

37 %

44 %

17 %

41 %

Pinterest

LinkedIn

YouTube

MySpace

Twitter

Google+

Facebook

Tumblr

How many times in the last three months have you actively engaged with a brand on any of

the social networking sites

More than 20 times Between 10 and 20 times Five to ten times Less than f ive times Once

Source: Lightspeed ResearchBase: Respondents who have engaged with a brand in the last 3 months

Tumblr has the highest engagement levels (although smaller number of users), with 29% of users engaging with brands at least ten times in the past 3 months


Why not engage with brands on social media?

8

Don’t like the idea 49%

Nothing entertaining worth sharing 23%

Not seen any offers that would be useful

19%

10% did not realise you

could


Consumers look for benefits

9

Enter a competition 55%

Specific offer / promotion 51%

Interest in the brand 46%

Information on new products 37%

Recommended 17%


56 %

51 %

51 %

44 %

20 %

16 %

16 %

3 %

54 %

52 %

45 %

32 %

18 %

13 %

11 %

3 %

53 %

48 %

35 %

32 %

9 %

10 %

4 %

6 %

To take part in a competition

Because I want to take advantage of a specif ic of fer/promotion

Because I f ind the brand interesting

Because I want to be informed any time a new product/item comes out

Because a f riend has recommended it

There'd been a lot of buzz around that particular piece of content and I wanted to see

what people were talking about

Because it's relevant to my job

I don't 'like' or Follow brands on Social networks

Reasons for liking or following a brand18 – 34 35 – 54 55 – 64



A friend for life?

11

50% never delete brands

13% delete them straight after offer / content is over


Too much of a good thing?

44% a brand posting too much39% content became boring28% not finding them interesting

compared to

41% at end of the promotion

Why ‘unlike’ or ‘unfollow’


25% did not feel enough exclusive information or offers


Favourite brands to engage with

14

60% most likely to engage with food and drink brands

53% most likely to engage with entertainment brands


54 %

53 %

16 %

50 %

30 %

17 %

33 %

33 %

20 %

18 %

26 %

18 %

10 %

13 %

15 %

10 %

3 %

65 %

52 %

53 %

24 %

37 %

43 %

25 %

17 %

26 %

24 %

6 %

10 %

14 %

9 %

5 %

6 %

3 %

Food and drink

Entertainment

Cosmetics & Toiletries

Technology

Household goods

Fashion

Travel

Gaming

Charities

Arts and culture

Motor

Government/social/political

Other retail

Medical

Financial services

Property

None

Types of brands most likely to engage withMale Female


The younger the respondent, the more likely they are to engage with cosmetics, fashion and gaming brands


The power of friends


Almost half have engaged with a brand because a friend shared content (47%)

Of people who engaged with a brand in the last 3 months


28 % 28 %

16 %14 %

10 %

5 %

27 %

20 %

7 %

22 %18 %

7 %

29 %33 %

22 %

9 %4 % 3 %

Specif ic voucher,

discount or of fer

Competition Other Video Game Survey

Nature of the most recent piece of shared branded content from a friend

Total Male Female

Source: Lightspeed ResearchBase: Engaged with a brand because a friend shared branded content


Sharing of branded content is most likely to result in following the brand on Facebook

58% of males and 71% of females became a friend of the brand on Facebook

14% visited the brands website or store

Of people who engaged with a brand because a friend shared branded content


Striking up a conversation

20

Only 16% have taken part in an online conversation with a brand through social media or joined a brand related online community

But 50% would consider it


Encouraging comment works…

21

51% - the brand invited users to post their own comments or content as part of their campaign

32% - wanted to let the brand know I enjoyed their product or service

8% - wanted to register a complaint

What was the conversation purpose


But offers could be more effective

22

53% - more offers specifically for fans

What would prompt you to engage with more brands

30% - more entertaining content

3% - if more of my friends did


Facebook shopping


10%

10%

9%

9%

7%

7%

6%

4%

3%

3%

1%

1%

1%

57%

17%

A wide range of items for sale

If I could buy brands I know and trust

More variety of stores / people to buy f rom

Making it easier to search for and f ind items that are for sale

Easier/faster payment process

If I wanted it and it was only available on Facebook

If it was easier to buy on Facebook than on a regular e-commerce site

If it was an exclusive for "fans" / those who have "liked" the brand page

If it was recommended to me by a f riend on Facebook

If one of my friends has bought something f rom Facebook

If more of my f riends were willing to do a group shopping session

If one of the celebrities I follow recommended shopping on Facebook

Other

Nothing - I'm not interested in buying f rom Facebook

I do not have facebook

What would encourage you to purchase / purchase more actual on Facebook?

Source: Lightspeed Research


31% would check in to a venue or store if they could get special offers

27% don’t know what checking in is


Safety a concern

26

64% feel Facebook is less safe than a regular online store


Summary• More than half of all respondents have actively engaged

with brands• Competitions and benefits best to encourage

engagements• Boring or repetitive content will put people off• Need to educate on benefits and security• Encouraging friends to promote content could be effective

27

Figaro Digital

Social media – Survey Results

[email protected]: @rrisk

mailto:[email protected]

social media consumer research

Business