Social media behavior

© 2012. All rights reserved. ROI Research Inc. 1

Life on Demand: Participant Behavior and Social Engagement


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


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)


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)


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


Social Network Usage


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


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


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


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%


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


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”:


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.


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


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


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


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


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


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%


Device and Channel Usage


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…


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%)


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


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.


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


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


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%


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


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%


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)

Social media behavior

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