2. Contents
Methodology
Introduction
Where are People using Social Media?
Activities on Social Media
Brands and Interaction on Social Media
Spreading the Word
Appendix
3. Research Methodology
A quantitative approach was adopted, taking the form of
online interviews via the Smooth Radio, Real Radio and
Real XS websites.
The survey was in field from March 2nd to March 7th 2012.
A total of 1,115 interviews were conducted.
The following results are for all respondents who use
social media.
4. Introduction: Social Media Habits
62% use social media everyday
On average they have…
166 friends on Follow 92 accounts on
facebook twitter
*those with facebook account *those with twitter account
Source: GMG Radio MediaLab, Social Media Survey, March 2012, Base:1111
5. Introduction: Which of the following social media have
you used in the last three months? Top 10
Profile %
0 10 20 30 40 50 60 70 80 90 100
Facebook 92
YouTube 57
Twitter 41
Forums 19
Linkedin 10
Friends Reunited 7
Flickr 6
Pinterest 4
MySpace 3
All Respondents (962)
Blogger 3
Bebo 1
Source: GMG Radio MediaLab, Social Media Survey, March 2012 Social Media Users Only
6. Social Media Locations - In Home
Which of the following locations have you accessed social media?
72% 54% 46%
17% 9%
Source: GMG Radio MediaLab, Social Media Survey, March 2012, Base:947, Social Media Users Only
7. Social Media Locations - Out of Home
Which of the following locations have you accessed social media?
49% 35% 35% 28%
Actively Purchasing
27% 27% 11% 8%
Source: GMG Radio MediaLab, Social Media Survey, March 2012, Base:947, Social Media Users Only
8. Social Media and Other Media
Have you ever used social media while…..
75% while listening to the Radio
85% while watching TV
25% while Reading Press Articles
52% while listening to Personal Music
Source: GMG Radio MediaLab, Social Media Survey, March 2012, Base:932, Social Media Users Only
9. Social Media Activities
What of the following activities have you done on social media?
• 82% Commented on friends pages
Primary Social • 78% Commented on friends photos
Functions • 69% Found friends you already know
• 63% Uploaded Photos
• 36% Shared news stories
• 24% Downloaded application related a company or
Secondary brand
• 23% Joined discussion on pages for brands and products
Functions • 21% Looked for new brands
• 20% Shared stores about a product or brand
Source: GMG Radio MediaLab, Social Media Survey, March 2012, Base:926, Social Media Users Only
10. Uses of Social Media
90% Use it to catch up with friends
56% Look at profiles of people they don’t get along with
52% Look at what a loved one is up to
37% Look for profiles of people they find attractive
33% Catch up with former partners
32% View pictures of people they’ve never met
Source: GMG Radio MediaLab, Social Media Survey, March 2012, Base:942, Social Media Users Only
11. Interaction
Primarily to stay in touch with friends and family
But people are still using social media in other ways
48% of have visited or interacted with brand pages on social media.
28% say getting 43% say getting news is
information on brands is one of the main reasons
one of the main reasons they use social media
22% say getting information on
they use social media
other media is one of the main
reasons they social media
Source: GMG Radio MediaLab, Social Media Survey, March 2012, Base:919, Social Media Users Only
12. Why do you interact with these brands?
78% for Competitions
48% for Special Offers
30% for Love of the Brand
Source: GMG Radio MediaLab, Social Media Survey, March 2012, Base:919, Social Media Users Only
13. Social Media Brands and Purchasing
Brands are a significant part of the social media experience.
But are they having an impact or part of the furniture?
41% have bought something because of a recommendation on social media
And who’s recommendation led you to purchase?
68%
45% 43%
Family Brands
Friends
Source: GMG Radio MediaLab, Social Media Survey, March 2012, Base:301, Social Media Users Only
14. Spreading the Word-
Both Good and Bad
67% have used social media to support a social
cause.
69% to support a campaign.
45% have used social media to complain about a
business or service
Source: GMG Radio MediaLab, Social Media Survey, March 2012, Base:636, Social Media Users Only
15. What this Means
Social media is accessed all across the home, in many locations
outside of the home and with other media.
Social media is primarily for keeping in contact with friends
and family and sharing stories and pictures-
Friends and family are influential on social media but brands
are still important.
Social media gives everyone a share of voice
17. How often do you use social media (e.g. Facebook,
Twitter, YouTube, Blogger and LinkedIn)?
70
Profile %
62
All Respondents (1111)
60
50
40
30
20
12
10 8
7
5 4
1 2
0
Everyday 5-6 days a 3-4 days a Once or twice 2-3 times a Once a month Less often Never
week week a week month
Source: GMG Radio MediaLab, Social Media Survey, March 2012
18. Thinking about the last month, which of the following
places have you been in when using social media? Top 10
Profile %
0 10 20 30 40 50 60 70 80
Lounge 72
Bed 54
Kitchen 46
Work 45
Own car / van 30
Shops 27
Bar / club 25
Restaurant 23
Coffee shop 23
Public transport 23
Toilet 17
Garden 17
Study 11
Bath 9
Cinema / theatre 9
Library 8
All Respondents (947)
Sporting event (ie football or cricket match) 7
Taxi 7
Concert 6
Sandwich shop 5
Source: GMG Radio MediaLab, Social Media Survey, March 2012 Social Media Users Only
19. Have you ever used social media while
90
85
Profile %
80 All Respondents (932)
75
70
60
52
50
40
30
25
20
10
0
Watching TV Listening to the radio Listening to personal music Reading press articles
Source: GMG Radio MediaLab, Social Media Survey, March 2012 Social Media Users Only
20. Which of the following social media have you used in the
last three months? Top 10
Profile %
0 10 20 30 40 50 60 70 80 90 100
Facebook 92
YouTube 57
Twitter 41
Forums 19
Linkedin 10
Friends
7
Reunited
All Respondents (962)
Flickr 6
Pinterest 4
MySpace 3
Blogger 3
Bebo 1
Source: GMG Radio MediaLab, Social Media Survey, March 2012 Social Media Users Only
21. Do you have a facebook account?
All Respondents (963)
9.1%
Yes No
90.9%
Source: GMG Radio MediaLab, Social Media Survey, March 2012
22. Average Number of Facebook Friends
180
166
160
140
120
100
80
60
40
20
0
All Respondents (873)
Source: GMG Radio MediaLab, Social Media Survey, March 2012 Facebook Users Only
23. Do you have a twitter account?
All Respondents (963)
I have a Twitter account
44.1% I go on Twitter but I don't have an
account
51.2%
I don't go on Twitter
4.7%
Source: GMG Radio MediaLab, Social Media Survey, March 2012
24. Average Number of twitter followings
120
105
100
80
60
40
20
0
All Respondents (467)
Source: GMG Radio MediaLab, Social Media Survey, March 2012 Twitter Users Only
25. What are the main reasons you use social media?
Profile %
0 10 20 30 40 50 60 70 80 90
Keeping in touch
82
with friends
Keeping in touch
65
with family
Getting news 43
Reuniting with old
33
friends
Getting information
28
on brands/products
Getting information
21
on other media
Purchasing
18
products
All Respondents (919)
Making new friends 18
Job / work /
11
commercial
Job searching 8
Monitoring your
8
children
Dating 3
Source: GMG Radio MediaLab, Social Media Survey, March 2012 Social Media Users Only
26. Which of the following activities have you done via social
media?
Profile %
0 10 20 30 40 50 60 70 80 90
Commented on
82
friends' pages
Commented on
78
friends' photos
Found friends you
69
already know
Uploaded Photos 63
Viewed pages for
brands and 41
products
Shared news stories 36
All Respondents (926)
Downloaded an
application related 24
to a company or…
Joined discussions
on pages for brands 23
and products
Looked for new
21
brands
Shared stories
about a brand or 20
product
Source: GMG Radio MediaLab, Social Media Survey, March 2012 Social Media Users Only
27. Have you ever used social media to..
Profile %
0 10 20 30 40 50 60 70 80 90
Catch up with old friends 84
To see what a loved one is up to 48
Look at profiles for people you don't get along with 44
Look at profiles for people you find attractive 32
View pictures of people you have never met 32
All Respondents (942)
Catch up with former partners 25
Research people for career purposes 18
Source: GMG Radio MediaLab, Social Media Survey, March 2012 Social Media Users Only
28. Have you visited or interacted with a brand page (eg Nike, The Sun,
celebrities) on social media in the last month?
All Respondents (947)
Yes
47.8%
No
52.2%
Source: GMG Radio MediaLab, Social Media Survey, March 2012
29. And why do you visit / interact with these brands?
0 10 20 30 40 50 60 70 80Profile % 90
Competitions 78
Special offers 48
Information on the
46
product
Information on
40
events
Interest / hobbies 40
All Respondents (453)
Love of the brand /
30
product
Commerical / work
12
purposes
Friends follow brand 10
Source: GMG Radio MediaLab, Social Media Survey, March 2012 Respondents who interact with brands only
30. How much do you trust recommendations on social media
from... (All Respondents)
%
0 10 20 30 40 50 60 70 80 90 100
Av Rating
Family 29 48 21 11 2.0
Friends 22 54 23 11 2.1
Colleagues 7 50 40 21 2.4
Charity 5 31 56 6 2 2.7
Brands 4 25 59 9 3 2.8
Celebrities 2 13 63 17 5 3.1
Strangers 0 4 50 24 22 3.6
Completely Trust=1 Trust=2 Neither nor=3 Distrust=4 Completely distrust=5
Base: 453
Source: GMG Radio MediaLab, Social Media Survey, March 2012 Social Media Users Only
31. Have you ever bought something because of a
recommendation on social media?
Yes No Profile %
0 10 20 30 40 50 60 70 80 90 100
All Respondents
33 67
(937)
Source: GMG Radio MediaLab, Social Media Survey, March 2012 Social Media Users Only
32. And whose recommendation led to your purchase?
Profile %
0 10 20 30 40 50 60 70
Friend 63
Family 44
Brand 38
Colleagues 17
All Respondents (301)
Celebrity 8
Stranger 6
Charity 4
Source: GMG Radio MediaLab, Social Media Survey, March 2012 Respondents who have bought something due to a recommendation on social media only
33. Have you ever used social media to...
Profile %
0 10 20 30 40 50 60 70
Complain about a All Respondents (663)
39
business, product or service
Support a social cause (eg a
66
charity)
Support a campaign (eg to save a
63
local community centre)
Source: GMG Radio MediaLab, Social Media Survey, March 2012 Social Media Users Only
Hinweis der Redaktion
Topline social media figures from our study.Almost two thirds who use social media do so EVERYday, and on average they have 166 friends on facebookand follow 92 accounts on twitter (those who have facebook and/or twitter)They don’t just go social media occasionally but daily. n.b.Mean according to facebook: 190, median:100. (Nov 2011)Mean twitter followings is 126 according to hubspot-though no official statistics released from twitter.
Where do you use social media? Looking at within the home, social media has infiltrated every room in the house. As you can see 72,% of social media users have accessed the service while in the lounge, 54% while in bed and 46% while in the kitchen. One in six have used social media while on the toilet and almost one in 10 have used social media while in the bath. Usage is spread across the home.
Where do you use social media?What about locations outside of the home? Very few limits where people use social media. Outside of the home, 49% use social media while at work, 35% in the car, 35% when shopping, 28% when at a bar, 27% at a restaurant,27% on public transport. Over 10% (11%) use social media while in the cinema, and 8% when at a sporting event. Social Media is everywhere
So what are People doing on social media?In short: keeping in touch with friends….and stalking other people.These stats really demonstrate how important social media is for social media user’s lives. The main activity on social is linked to the main reason they use it- Too keep in touch with friends-social media is primarily social.
Social media is primarily to stay in touch with friends and family- the key function.But brands are part of the experience as well. Around half (48%) have had some sort of interaction with social media. About a third list brands as one of the main reasons they use social media, a quarter use it for info on other media.Almost half use social media for getting news.
Are Brands on Social Media having an impact or are they just part of the furniture?2 in five (41%) have bought something due to a recommendation they have seen on social media.Of these purchases, 68% were due to recommendations on social media from friends, 45% from family (Base:94)But after that, 43% of purchases from a social media recommendation were from brands. Brands influenced purchasing from social media almost as much as family and more than collegues, celebrities and charities. 20% due to colleagues , 6% due to celebrity, 5% due to a stranger and 2% due to a charity
Social Media is about Conversations Social Media users love to share their voice and opinon. Experiences, celebrations, exam results, new births, life changing moments…etcThe shift from praising or complaining about experiences has shifted from a narrow group of friends to online space.That’s 180 friends on facebook and more for those posting on brand or group pages.
Mean according to facebook: 190, median:100. (Nov 2011)
