How youth connect on social media?
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Decoding Digital Connections is an international youth survey (GER, CAN, USA, UK) about how, why and with whom 15-34 year-olds connect online and what role brands play in this conversation. The study was developed and published by www.decode.net Partner in Germany: Simon Schnetzer & www.ikosom.de
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How youth connect on social media?
- 1. Decoding Digital Connections Social Media Week Panel September 24, 2012 by Robert Barnard Simon Schnetzer Robert Barnard Simon Schnetzer robert@decode.net simon.schnetzer@decode.net Powered by deeper knowledge of young generations © DECODE Inc. 2012 Contact: robert@decode.net
- 2. About the study – Decoding Digital Connections 1095 social media users in Germany between ages of 15-34 Conducted in September 2011 22 minute questionnaire delivered to an internet panel Balanced for age, gender and life stage DECODE’s 3rd international social media study, 1st in Germany © DECODE Inc. 2012 Contact: robert@decode.net 2
- 3. THE POWER OF LIFE STAGE STRATEGIES 3
- 4. German brands included in study • Telekom • Ferrero • O2 • Maribo • Vodafone • Bionade • E-Plus • Dle Zeit • Base • RH • Lufthansa • Spiegel • Air Berlin • Opel • Tui • Volvo • Shell • BMW • DGB • Audi • Commerzbank • Mercedes Benz • ALLIANZ • ING • Postbank • Nordsee • Milka © DECODE Inc. 2012 Contact: robert@decode.net 4
- 5. Sector analysis: brand supporters by life stage 60% 50% 40% Telekom 30% Vodafone O2 20% Base E-Plus 10% 0% SEC Student Post SEC Young Single Young Coupleoung Family Y © DECODE Inc. 2012 Contact: robert@decode.net 5
- 6. What is social media used for? Connection Drivers Staying informed and informing on issues you care about: Accessing peer-reviewed/trusted sources The Social Calendar Sharing info that is a 50% mixture of information and entertainment Info-tainment Organizing social events 74% Brand Evaluation 38% Informing buying decisions of yourself and others © DECODE Inc. 2012 Contact: robert@decode.net 6
- 7. And what has information from brands made social media users do? Click "like" 61% 50% 46% Go to the company's website 43% 43% 35% Make a purchase 37% 30% 32% United States Share with friends 36% United Kingdom 30% 25% 36% Germany Go to a store 28% 22% Enter a contest 40% 29% 18% Attend an event 16% 14% 11% Q: In the last 3 months, has information you have received from companies through social media led you to do any of the following? © DECODE Inc. 2012 Contact: robert@decode.net 7
- 8. The ways social media users are influential with others % 20% 40% 60% 80% Latest news related to important events 58% Shaping opinions on issues you are 54% passionate about Planning social events 47% Buying decisions 41% Establishing trends 30% Q: In what ways do you influence others through social media? © DECODE Inc. 2012 Contact: robert@decode.net 8
- 9. BUZZFLUENCETM Buzzfluencers (users with high reach, influence and frequency) have a disproportionate impact on your success in social media Finding these people is the first step in increasing effectiveness Powered by deeper knowledge of young generations 9
- 10. High BuzzfluencersTM use more of all websites and platforms 0% 50% 100% Search Engines (e.g. Google) Email Facebook YouTube High Instant Messaging Buzzfluence Coupon services (e.g. GroupOn) (n = 152) Twitter Picture sharing sites (e.g. Flickr) Low News aggregation sites (e.g.… Buzzfluence Social career sites (e.g. LinkedIn) (n = 377) Customer review sites (e.g. Yelp) Location-based services (e.g.… Online dating sites (e.g. OKCupid) Q: How often do you use the following...? (Top 3) © DECODE Inc. 2012 Contact: robert@decode.net 10
- 11. And what has information from brands made social media users do? 1.8 1.6 1.4 1.2 1 Brand Evaluation 0.8 Infotainment 0.6 Social Calendar 0.4 0.2 0 Low Buzzfluence (n=377) High Buzzfluence (n=152) Q: In the last 3 months, has information you have received from companies through social media led you to do any of the following? © DECODE Inc. 2012 Contact: robert@decode.net 11
- 12. 4. Buzzfluencers: Who are the most influential users, what they do and how they tick + First we find Buzzfluencers™, who drive your success on social media + Then we motivate Buzzfluencers™ to share your content Possible next steps + Qualitative research + Buzzfluencer™ engagement + Buzzfluencer™ strategy co-creation Powered by deeper knowledge of young generations © DECODE Inc. 2012 Contact: robert@decode.net
- 13. Decoding Digital Connections Social Media Week Panel September 24, 2012 by Robert Barnard robert@decode.net Simon Schnetzer simon.schnetzer@decode.net Powered by deeper knowledge of young generations © DECODE Inc. 2012 Contact: robert@decode.net
Hinweis der Redaktion
- German DataL: connecting w/ brands and social calendar are significantly lower for GER than all other countries
- Question 42
- Question 42
- These percentages are based on whether a participant picked 50% or more of the items that each factor was based on. Because each factor has a different number of items associated with it, using the 50% threshold prevents factors with more items (e.g. brand eval- 6 items) from becoming artificially inflated by people who only picked one item, (compared to social calendar which is based on only 2 items.)Items and # of items picked for each factor are listed below:Social_Cal_Rpicked 1+ items: (Q17_2: Planning social events,Q15_5: Plan my social calendar )InfoTainment_Rpicked 2+ items: (Q15_7: As a source of entertainment,Q15_3: Share information with others,Q17_4: Latest news related to important events,Q17_5: Shaping opinions on issues you are passionate about)Brand_Eval_Rpicked 3+ items: (Q15_2: To research purchase decisions,Q15_1: I can connect with brands that I like,Q17_1: Buying decisions,Q15_6: Ability to influence others,Q15_4: Stay up to date on issues that matter to me,Q17_3: Establishing trends)German Data: lower than all countries for social calendarVs. UK-Social cal- 61% InfoT- 72%Brand- 36%
- Question 27Note contrast with WHY THEY LIKE BRANDS ON FACEBOOK earlier, where updates on new products and services came up higher. Note information on NEW more interesting than CURRENT.Note VIDEOS trump CUSTOMER COMMENTS (it’s not all social)Note charity, as always, is low. Note difference with “why they like brands on Facebook”
- Q17
- Stick the answers here
- Question 27Note contrast with WHY THEY LIKE BRANDS ON FACEBOOK earlier, where updates on new products and services came up higher. Note information on NEW more interesting than CURRENT.Note VIDEOS trump CUSTOMER COMMENTS (it’s not all social)Note charity, as always, is low. Note difference with “why they like brands on Facebook”