Social Media Report - Edison Research

The Social Habit II
The Edison Research/Arbitron Internet and Multimedia Study 2011
Tom Webster - Vice President, Strategy
Edison Research

© 2011 Edison Research/Arbitron Inc.
Summary Findings
• Social Media now reaches the majority of Americans 12+, with 52% having a
proﬁle on one or more social networks.
• This ﬁgure is driven largely by Facebook, which is now used by over half
(51%) of Americans 12+.
• Twitter is as familiar to Americans as Facebook (with 92% and 93%
familiarity, respectively); however, Twitter usage stands at 8% of Americans
12+

Summary Findings (continued)
• Approximately 46 million Americans 12+ now check their social media sites
and services several times every day.
• Much of this frequent usage is driven by mobile access. 56% of frequent
social network users own smartphones, and 64% of frequent social
networkers have used a mobile phone to update their status on one or more
social networks.
• Location-based sites and services (such as Foursquare and Facebook
Places) are familiar to 30% of Americans 12+, and used by 4% of Americans
12+.

Summary Findings (continued)
• One in four social network users knowingly follow brands, products or
services on social networks. For those who use these sites and services
several times per day, this figure increases to 43%.
• Amongst those who do follow brands, products or companies on social
networks, 80% indicate that Facebook is the network they use the most to
connect with companies.
• Nearly a quarter of social network users indicated that Facebook is the social
site or service that most influences their buying decisions. No other site or
service was named by more than 1% of the sample, and 72% indicated that
no one social site or service influenced their buying decisions the most.

The Edison Research/Arbitron
Internet and Multimedia Study - 2011
• 2,020 Telephone Interviews conducted in Feb 2011
• National Random Sample
• Ages 12+
• 19th Edison/Arbitron Internet and Multimedia Study
• Landline & Mobile Phone Consumers

Nearly Nine in Ten Americans Have Internet Access
% with Internet Access From Any Location
Base: Total Population 12+
2011
2010
2009
2008
2007
2006
2005
2004
2003
2002
2001
2000
0% 25% 50% 75% 100%
55%
62%
72%
75%
79%
81%
81%
83%
82%
85%
84%
88%

Six In Seven Homes With Internet
Access Have Broadband
0%
25%
50%
75%
100%
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
8%
13%15%
20%
28%
38%
48%
60%
68%
78%
86%84%82%
76%
69%
58%
48%
37%
28%
21%
Broadband Dial-Up
% Who Have Broadband vs Dial-Up Internet Access at Home
Base: Access the Internet From Home

Do Not Have Wi-Fi at Home
35%
Have Wi-FI at Home
65%
“Do you have a wireless network setup (also known as a Wi-Fi Network) in your home?”
Nearly Two-Thirds of Homes with
Internet Access Have a Wi-Fi Network
Base: Access the Internet From Home

No
69%
Yes
31%
Smartphone Ownership Approaches
One-Third of Americans 12+
Smartphone Ownership
No
16%
Yes
84%
Mobile Phone Ownership

More Than Half of Americans 12+ Have a Proﬁle on
One or More Social Networking Sites
% Who Currently Have a Personal Proﬁle Page on Facebook, MySpace,
LinkedIn or Any Other Social Networking Web Site
2008 2009 2010 2011
52%
48%
34%
24%

Social Networking Sees Marked
Year-Over-Year Growth Age 35-54
% by Age Group Who Currently Have a Personal Proﬁle Page on
Facebook, MySpace, LinkedIn or Any Other Social Networking Web Site
12-17 18-24 25-34 35-44 45-54 55-64 65+
15%
31%
45%
63%
68%
80%
76%
13%
31%
35%
51%
65%
77%78%
3%
10%
22%
32%
44%
64%63%
3%4%
14%
17%
34%
54%
57%
2008 2009 2010 2011

Facebook Now Reaches the
Majority Of Americans 12+
% Who Use/Have a Proﬁle Page on Each Listed Service
Facebook
MySpace
LinkedIn
Twitter
0% 20% 40% 60%
8%
9%
17%
51%

No
7%
Yes
93%
More Americans 12+ Are Familiar With Facebook
Than Have Access To The Internet
% Familiar With Facebook
No
12%
Yes
88%
% With Internet Access (from any location)

Facebook Users: Demographics
55 +
12%
45 to 54
14%
35 to 44
19%
25 to 34
22%
18 to 24
19%
12 to 17
14%
Women
52%
Men
48%
Base: Have a Personal Proﬁle Page on
Facebook
Age Sex

Other
5%
Asian
3%
Hispanic
15%
African-American
12%
White
65%
Facebook Users: Ethnic Composition
Facebook

More Than Four in Ten Americans Who are Familiar With
Facebook At Least “Somewhat” Concerned About Privacy
“How do you feel about the privacy of your personal information on Facebook?”
Don’t Know
12%
Not At All Concerned
31%
Slightly Concerned
14%
Somewhat Concerned
17%
Very Concerned
27%
Base: Familiar with Facebook

Awareness of Twitter Nearly Universal
0
25
50
75
100
2008 2009 2010 2011
92%
87%
26%
5%
% Who Have Ever Heard of Twitter

Twitter Usage Stands At Approximately
20 Million Americans
“Do you currently ever use Twitter?” (% saying “Yes”)
2011
2010
2009
2008
0% 5% 10%
0%
2%
7%
8%
<1%

Three in Ten Twitter Users Access The Service Daily
“How often do you use Twitter?”
Less Than Once/Month
18%
At Least Once/Month
28%
At Least Once/Week
9%
A Few Times/Week
14%
Nearly Every Day
13%
Several times/day
18%
Base: Have Ever Used Twitter

Monthly Twitter Users: Demographics
55 +
7%
45 to 54
11%
35 to 44
20%
25 to 34
28%
18 to 24
21%
12 to 17
13%
Women
54%
Men
46%
Base: Monthly Twitter Users
Age Sex

Other
5%
Asian
3%
Hispanic
15%
African-American
22%
White
55%
Monthly Twitter Users: Ethnic Composition

Twitter Users Appear To Be Growing More Engaged
No
53%
Yes
47%
“Do you ever post status updates to Twitter?”
2010
No
30%
Yes
70%
2011

% by Age Group Who Currently Have a Personal Proﬁle Page on Facebook/Use Twitter at Least Once per Month
12-17 18-24 25-34 35-44 45-54 55-64 65+
1%
3%4%
8%
11%11%
9%
15%
30%
42%
60%
67%
80%
74%
Facebook Users Monthly Twitter Users
Demographic Comparison: Facebook Vs. Twitter

One-Third of Social Networkers Use
Social Sites/Services Several Times Per Day
“How often do you use social networking Web sites or services?”
Few Times/Month or Less
18%
At Least Once/Week
9%
Several Times/Week
18%
Nearly Every Day
23%
Several Times/Day
33%
Social Networking Web Site

Number Using Social Networking Sites “Several Times per
Day” Now Approximately 46 Million Americans
Americans (in millions) who Use Social Networking Sites/Services “Several Times per Day”
2009 2010 2011
18 million
39 Million
46 Million

Habitual Social Networkers Lean Young, Female
55 +
6%45 to 54
8%
35 to 44
18%
25 to 34
27%
18 to 24
25%
12 to 17
16%
Women
57%
Men
43%
Base: Use Social Networking Sites/Services
“Several Times Per Day”
Age Sex

Other
6%
Asian
2%
Hispanic
16%
African-American
12%
White
64%
Frequent Social Networkers: Ethnic Composition

12-34s Most Active Social Networkers
12-17 18-24 25-34 35-44 45-54 55-64 65+
1%
3%4%
8%
11%11%
9%
15%
30%
42%
60%
67%
80%
74%
2%
6%
8%
19%
29%
37%
29%
Frequent Social Networkers Facebook Users Monthly Twitter Users
% by Age Group Who Use Social Networks “Several Times per Day”/Currently Have a Personal Proﬁle Page on Facebook/
Use Twitter at Least Once per Month

Habitual Social Networkers Nearly Three Times
More Likely to Use Twitter as General Population
% Who Use/Have a Proﬁle Page on Each Listed Service/Use Twitter
Facebook
MySpace
Twitter
LinkedIn
0% 20% 40% 60% 80% 100%
17%
23%
45%
98%
Total Population:
8%

Frequent Social Networkers Employ Multiple
Devices to Access the Wireless Internet at Home
Five or More
20%
Four
15%
Three
20%
Two
23%
One
23%
“How many total devices are connected to the Wi-Fi network in your home?”
“Several Times Per Day” AND Have a Home
Wi-Fi Network
Mean: 3.5

Frequent Social Networkers More
Likely To Be “Cord-Cutters”
“Think about the telephone service you use at home. What type of telephone service can you be reached on in your home?”
Only Landline
6%
Both Mobile and Landline
70%
Only Mobile Phone
24%
Frequent Social NetworkersTotal Population 12+
Only Landline
4%
Both Mobile and Landline
60%
Only Mobile Phone
36%
Base: Own a Mobile Phone

Frequent Social Networkers Contribute
More Content Through Status Updates
No
37%Yes
63%
“Do you ever update your status on social networking sites/services?”
All Social Network Users
No
15%
Yes
85%
Frequent Social Networkers

Status Updating Frequency by Platform - Online
Never
7%
At Least Once/Month
6%
Several Times/Month
8%
At Least Once/Week
10%
Several Times/Week
21%
Nearly Every Day
18%
Several Times/Day
30%
Base: Frequent Social Networkers Who Post
Status Updates to Social Networking Web Sites
“How often do you go to the social networking Web site to update your status?”

Status Updating Frequency by Platform - Clients
Never
79%
At Least Once/Month
2%
At Least Once/Week
4%
Several Times/Week
4%
Nearly Every Day
4%
Several Times/Day
7%
“How often do you update your status on social networking sites with a dedicated application on your computer, that is,
NOT through a Web browser?”

Status Updating Frequency by Platform - Mobile Phone
Never
27%
At Least Once/Month
6%
Several Times/Month
5%
At Least Once/Week
8%
Several Times/Week
15%
Nearly Every Day
12%
Several Times/Day
27%
“How often do you update your status on social networking sites using a mobile phone?”

Vast Majority of Frequent Social
Networkers Own Mobile Phones
No
9%
Yes
91%
% Who Own a Mobile Phone

The Majority of Frequent Social
Networkers Own Smartphones
% Owning a Smartphone
No
69%
Yes
31%
No
44%
Yes
56%

For Frequent Social Networkers, the Smartphone is
Becoming “The First Screen”
Keep TV
36%
Keep Smartphone
64%
“Suppose from this moment on you were given the following two choices...either you could never watch television again OR
you could never use your smartphone again, which would you be more willing to eliminate from your life?”
Base: Frequent Social Networkers,
Own a Smartphone

Frequent Social Networkers Are Avid
Purchasers of Mobile Technology
% Owning Each Device
iPod
MP3 Player (Non-Apple)
Android Phone
iPhone
BlackBerry
iPad
0% 25% 50% 75%
4%
11%
9%
13%
23%
31%
6%
18%
19%
22%
37%
56%
Total Population 12+

Mobile Access May Be Contributing to
Frequency of Social Network Usage
“Do you ever access social sites/services via mobile phone?”
No
57%
Yes
43%
Frequent Social NetworkersAll Social Network Users
No
36%
Yes
64%

For Those With the Social Habit, the
Mobile Phone is a True Convergence Device
% Who (Item) On a (Mobile Phone/Smartphone) Several Times per Day or More
Send/Receive Text Messages
Make/Receive Calls
Use Social Networking Sites
Browse The Internet
Listen to Music Transferred/Downloaded to Phone
Play Games
Listen to Pandora
Watch Video
Purchase an App
0 20 40 60 80 100
2%
3%
3%
6%
9%
18%
12%
70%
53%
4%
7%
8%
16%
20%
42%
47%
79%
83%
All Mobile Phone Owners 12+

Three in Ten Americans Familiar With
Location-Based Services/Applications
No
93%
Yes
7%
“Are you familiar with social networking services that allow you to post a status update and your current location, such as
Foursquare, Gowalla or Facebook Places?”
2010
No
70%
Yes
30%
2011

Approximately 10 Million Americans Have Posted
Status Updates That Also Provided Their Location
“Have you ever used such a service [as Foursquare, Gowalla or Facebook Places] to post a status update that
also gave your location?”
No
96%Yes
4%

Nearly Two in Ten Users of Location-Based Services
Use Them Almost Every Time They Go Out
“How often do you check into location-based services such as Foursquare, Gowalla or Facebook Places?”
Almost Never
40%
Sometimes
42%
Almost Every time I Go Out
18%
Base: Have Ever Used an Online Service to Post
a Status Update That Also Gave Location

Frequent Social Networkers are Plugged in to
Brands and Companies on Social Networks
“Do you follow/friend any brands or companies on social networks?”
No
75%
Yes
25%
Frequent Social NetworkersAll Social Network Users
No
57%
Yes
43%

Facebook the Leading Social Network for
Interaction with Brands and Companies
“Which social networking site or service do you use most to connect with brands?”
Facebook
Twitter
LinkedIn
Other
Don’t Know
0% 25% 50% 75% 100%
6%
5%
3%
6%
80%
Base: Follow Companies/Brands on any Social
Networking Site

Facebook the Leading Social Network for
Inﬂuencing Buying Decisions
“Which one social network site or service inﬂuences your buying decisions the most?”
None
72%
Other
4%
Facebook
24%
Base: All Social Network Users

Frequent Social Networkers are
Out-Of-Home Consumers
“In the last month, have you been...”
To a Fast Food/Casual Dining Restaurant
In a Convenience Store
To a Coffee Shop or Sandwich Shop
In an Office Building Lobby
In a Movie Theater Lobby
To a Health Club
At an Airport
To a Stadium/Arena
0 20 40 60 80 100
15%
19%
18%
32%
45%
49%
70%
76%
19%
23%
28%
46%
53%
60%
81%
83%

Frequent Social Networkers Also More Likely
to be Activated by Mobile Promotions
“In the last month, have you used a smartphone to interact with a video display, such as to get more information, access a
coupon, or play a game?”
0% 20% 40%
8%
18%

Half of Frequent Social Networkers Have
Listened to Pandora Internet Radio
“Have you ever listened to Pandora using a desktop, notebook or tablet computer, through a cell phone, through your
television or from any other source?
No
76%
Yes
24%
No
51%
Yes
49%

Edison Research - The Social Media Research Authority
• The effectiveness of social media must be measured both online AND offline
to truly track how the social presence of a brand influences a consumer’s
decision-making process.
• Social Media Monitoring alone can provide metrics like share of conversation,
and possibly even online sentiment, but offline measures should also be
incorporated to gauge the linkage between sentiment and to determine the
actual value social media efforts have for brands.
• Edison’s custom social media research process provides a true measure of
the return on social media engagement - online, and at the cash register.
• Visit www.edisonresearch.com/social_media_research.php for more!

Thank you.
twebster@edisonresearch.com
TWITTER: WEBBY2001

Social Media Report - Edison Research

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