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THE SOCIAL HABIT © 2019 EDISON RESEARCH #SocialHabit The Social Habit 2019 from Edison Research
Transcript of The Social Habit 2019 - Edison Research › wp-content › uploads › 2019 › 05 › The...The...
T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit
The Social Habit 2019from Edison Research
T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit
The Social Habit
Study Overview‣ The Social Habit is an in-depth look at social media users in the U.S. with data from the following studies:
‣ National Telephone Survey: The Infinite Dial® 2019 from Edison Research and Triton Digital
‣ In January/February 2019, Edison Research conducted a national telephone survey of 1,500 people aged 12 and older, using random digit dialing techniques to both cell phones and landlines (U.S. Population 12+). Telephone data weighted to national 12+ U.S. population figures
‣ National Online Survey: The Social Habit Survey from Edison Research
‣ In May 2019, Edison Research conducted a national online survey of 850 people aged 13 and older. Data has been weighted to match The Infinite Dial ®
‣ In-person In-depth-Interviews: The Social Habit Interviews from Edison Research
‣ In April 2019, Edison Research interviewed twelve social media users age 18-29 who report using Facebook less recently or have stopped altogether
T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit
Social Media
The Social Habit
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
10
21
44
5357
63 6670
77 80 77 79
2008* 2009* 2010* 2011* 2012* 2013 2014 2015 2016 2017 2018 2019
Social Media Usage
* 2 0 0 8 - 2 0 1 2 : E V E R U S E F A C E B O O K , T W I T T E R , O R L I N K E D I N
% U S I N G S O C I A L M E D I AEstimated
223 Million
T O T A L U . S . P O P U L A T I O N 1 2 +
T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit
J E N N I F E R , A G E 2 5
“I don’t want to miss something, be it what someone wore or an event they went to or something interesting.”
The Social Habit
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
Social Media Brand Awareness
95
88
90
82
70
58
94
87
87
83
69
58
96
93
92
87
72
64
54
Snapchat
201720182019
T O T A L U . S . P O P U L A T I O N 1 2 +
% A W A R E O F S O C I A L M E D I A B R A N D
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
Social Media Brand Usage
67
34
30
29
22
23
62
36
31
31
22
21
61
39
31
31
22
19
18
Snapchat
201720182019
T O T A L U . S . P O P U L A T I O N 1 2 +
% U S I N G S O C I A L M E D I A B R A N D
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
Social Media Brand Users in the Last Month
65
31
24
27
15
19
59
34
25
29
16
16
58
36
24
28
15
17
15
Snapchat
201720182019
T O T A L U . S . P O P U L A T I O N 1 2 +
% U S I N G S O C I A L M E D I A B R A N D
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
Social Media Brand Users in the Last Week
61
29
16
24
11
15
55
30
17
26
11
13
54
33
18
25
11
14
12
Snapchat
201720182019
T O T A L U . S . P O P U L A T I O N 1 2 +
% U S I N G S O C I A L M E D I A B R A N D
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
8
18
41
51 5458 58
62 64 6762 61
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Facebook UsageT O T A L U . S . P O P U L A T I O N 1 2 +
% U S I N G F A C E B O O K
Estimated
172 Million
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
There are an estimated
fewer Facebook users in the U.S. today than in 2017
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
Facebook Usage
7972
49
67 69
49
6269
53
Age 12-34 Age 35-54 Age 55+
2017 2018 2019
% U S I N G F A C E B O O K
U . S . P O P U L A T I O N
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
82 Million12-34 year olds in the U.S.
used Facebook in 2017
Estimated
65 Million12-34 year olds in the U.S.
use Facebook today
Estimated
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
Social Media Brand Usage (Age 12-34)
79
64
36
62
36
23
67
62
28
62
36
19
62
66
29
62
31
21
23
Snapchat
201720182019
U . S . P O P U L A T I O N
% U S I N G S O C I A L M E D I A B R A N D
T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit
Social Media Brand Users
The Social Habit
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
Social Media Brand Usage
61
39
31
31
22
19
18
Snapchat
T O T A L U . S . P O P U L A T I O N 1 2 +
% U S I N G S O C I A L M E D I A B R A N D
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
Composition of Social Media Brand Users
42
42
25
45
57
47
46
58
58
75
55
43
53
54
Snapchat
Men Women
B A S E : P E R S O N S S A Y I N G T H E Y U S E T H A T B R A N D
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
Composition of Social Media Brand Users
39
62
39
76
37
57
48
34
29
39
18
45
27
37
27
9
22
6
18
16
15
Snapchat
Age 12-34 Age 35-54 Age 55+
B A S E : P E R S O N S S A Y I N G T H E Y U S E T H A T B R A N D
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
Composition of Social Media Brand Users (Age 12-34)
42
44
24
48
54
46
45
58
56
76
52
46
54
55
Snapchat
Men Women
B A S E : P E R S O N S S A Y I N G T H E Y U S E T H A T B R A N D
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
Composition of Social Media Brand Users (Age 35-54)
42
39
27
34
58
53
48
58
61
73
66
42
47
52
Snapchat
Men Women
B A S E : P E R S O N S S A Y I N G T H E Y U S E T H A T B R A N D
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
Composition of Social Media Brand Users (Age 55+)
43
33
25
44
62
42
43
57
67
75
56
38
58
57
Snapchat
Men Women
B A S E : P E R S O N S S A Y I N G T H E Y U S E T H A T B R A N D
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
Composition of Social Media Brand Users
57
61
52
66
55
61
63
37
15
13
16
12
16
10
9
28
13
12
15
9
13
12
11
13
15
14
17
13
16
17
17
22
US population
Snapchat
White Hispanic African-American
Other
*Other includes refused
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
Composition of Social Media Brand Users
44
51
46
53
43
72
49
55
12
12
14
9
14
10
13
12
11
9
21
12
31
5
19
12
33
28
19
26
12
13
19
21
U.S. Population
Snapchat
Employedfull-time
Employedpart-time
Student Other
Other: retired, homemaker, disabled, temporarily unemployed, or refused
T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit
Social Media Brand Core Users
The Social Habit
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
65
62
62
57
52
7
7
9
12
16
4
8
9
14
13
5
4
5
5
5
4
5
3
5
5
15
14
12
7
9
2015
2016
2017
2018
2019
Social Media Brand Used Most Often (Core Users)B A S E : U . S . A G E 1 2 + S O C I A L M E D I A U S E R S
O T H E R
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
58
29
15
26
9
28
3
1
6
6
9
10
2015
2019
Social Media Brand Used Most Often (Age 12-34)B A S E : U . S . S O C I A L M E D I A U S E R S
O T H E R
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
Composition of Social Media Brand Core Users
42
46
34
50
83
64
48
58
54
66
50
17
36
53
Snapchat
Men Women
B A S E : P E R S O N S S A Y I N G T H E Y U S E T H A T B R A N D M O S T
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
Composition of Social Media Brand Core Users
24
72
9
95
28
52
39
41
24
45
2
48
30
41
35
4
46
3
24
18
20
Snapchat
Age 12-34 Age 35-54 Age 55+
B A S E : P E R S O N S S A Y I N G T H E Y U S E T H A T B R A N D M O S T
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
Composition of Social Media Brand Core Users
57
66
39
64
52
64
70
28
15
11
20
9
22
16
17
38
13
12
18
13
13
6
5
7
15
11
23
14
13
14
8
27
US Population
Snapchat
White Hispanic African-American
Other
B A S E : P E R S O N S S A Y I N G T H E Y U S E T H A T B R A N D M O S T
*Other includes refused
T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit
Why not Facebook?
The Social Habit
T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit
The Social Habit “Compared to when you first started using Facebook, are you currently using Facebook...”
More often15%
About the same amount
39%
Less often32%
Stopped altogether
14%
B A S E : U . S . O N L I N E P O P U L A T I O N 1 3 + ; E V E R H A D A F A C E B O O K A C C O U N T
T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit
The Social Habit “Compared to when you first started usingFacebook, are you currently using Facebook...”
15
15
16
13
39
33
43
43
32
34
31
31
14
18
10
13
Total
Age 13-34
Age 35-54
Age 55+
More often About the same amount Less often Stopped altogether
B A S E : U . S . O N L I N E P O P U L A T I O N 1 3 + ; E V E R H A D A F A C E B O O K A C C O U N T
T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit
The Social Habit Reasons Why People Use Facebook Less
60
59
58
57
47
47
39
31
% S A Y I N G R E A S O N A P P L I E S
B A S E : U . S . O N L I N E P O P U L A T I O N 1 3 + U S I N G F A C E B O O K L E S S O F T E N O R S T O P P E D A L T O G E T H E R
Don’t like rants or too personal comments
Too much negativity
Tired of political posts
Concerns about privacy
Enjoying other social media sites more
Your friends don’t post much anymore
Needed a break for mental health
Your parents/relatives use Facebook
T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit
The Social Habit Reasons Why People Use Facebook Less
55
50
64
64
65
63
Age 13-34Age 35-54Age 55+
% S A Y I N G R E A S O N A P P L I E S
B A S E : U . S . O N L I N E P O P U L A T I O N 1 3 + U S I N G F A C E B O O K L E S S O F T E N O R S T O P P E D A L T O G E T H E R
Don’t like reading rants or comments that are too personal on Facebook
Concerns about privacy on Facebook
T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit
U M B E R E E N , A G E 2 2
“I feel like when it comes to big companies like these I have little to no privacy.”
The Social Habit
T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit
The Social Habit Reasons Why People Use Facebook Less
52
31
64
46
Men
Women
% S A Y I N G R E A S O N A P P L I E S
B A S E : U . S . O N L I N E P O P U L A T I O N 1 3 + U S I N G F A C E B O O K L E S S O F T E N O R S T O P P E D A L T O G E T H E R
Too much negativity on Facebook
Needed a break from Facebook for mental health
T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit
T I M , A G E 2 5
“Facebook specifically was creating a toxic social environment for kids my age.”
The Social Habit
T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit
The Social Habit Reasons Why People Use Facebook Less
71
62
42
35
33
24
14
32
19
Age 13-34Age 35-54Age 55+
% S A Y I N G R E A S O N A P P L I E S
B A S E : U . S . O N L I N E P O P U L A T I O N 1 3 + U S I N G F A C E B O O K L E S S O F T E N O R S T O P P E D A L T O G E T H E R
Enjoy using other social media sites more than Facebook
Friends don’t post much on Facebook anymore
Your parents or relatives use Facebook
T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit
N I C K , A G E 2 0
“This is my image and this is how I want to portray myself.”
The Social Habit
T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit
The Social Habit
B A S E : U . S . O N L I N E P O P U L A T I O N 1 3 + U S I N G F A C E B O O K L E S S O F T E N O R S T O P P E D A L T O G E T H E R
Main Reason Why People Use Facebook Less
Too much negativity
Age 35-54:
19%
Age 13-34:
Enjoy other social media sites more
34%
Privacyconcerns
Age 55+:
29%
T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit
Team Edison:The Social Habit
Evan AmereihnRandy BrownMegan CunninghamSuzy EnnisDave GordonLaura IveyMatthew KesslerMegan LazovickSteve LemmaMichelle RaymondiLarry RosinLaura SilviaTom Webster
T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit
The Social Habit 2019from Edison Research
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