Performics: Life on Demand

© 2012. All rights reserved. ROI Research Inc.
1
Life on Demand:
Participant Behavior and Social Engagement

2
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

3
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)

4
Who are the daily users?
 95% visit at least once a day
 Women more likely to visit daily
 Daily visitors most likely to be age 30-49
 Parents, especially dads more likely to visit daily
 Men more likely to visit daily
 Parents more likely to visit daily
 Men and parents more likely to visit daily
 Daily visitors most likely to be age 50+
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)

5
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 UsersHalf of sample is primarily
Facebook-only people

6
Social Network Usage

7
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

8
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

9
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%

10
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

11
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”:

12
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.

13
How likely are you to engage with each of the following
types of posts when they come from a brand you “like” or follow?
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.
 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

14
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.
Women
Women
Women, Parents, Über Users
Men, Über Users
Parents, Über Users
Über Users
Über Users
Über Users

15
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

16
How much do you agree or disagree with each of the following statements?
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

17
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%

18
Device and Channel Usage

19
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…

20
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%)

21
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

22
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.

23
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

24
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

25
How much do you agree or disagree with each of the following
statements about the ads you see while watching videos online?
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%

26
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

27
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%

28
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)

Performics: Life on Demand

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