Social networking study

Online Social Networking in New Zealand

A Colmar Brunton Presentation | July 2010

Objectives

1. Understand what New Zealanders are doing online
2. Investigate who is involved in online social networking and which
are the most popular sites
3. Examine the relationship consumers have with brands in the social
media space
4. 6 challenges for Brands in Social Media
5. Monitoring your Brand online
6. Social Media Success Stories

© Colmar Brunton 2010
2

Methodology

N=485 online New Zealanders aged 15 years +.
Age, gender and location set to be representative
of the online New Zealand population

20 minute self completion survey via Colmar
Brunton FlyBuys Panel

Fieldwork conducted during May
2010

3

What are New Zealanders Doing Online?

What are New Zealanders Doing Online?

Emailing is the most common activity performed by New Zealanders online. Other activities which are frequented by New Zealanders
online include banking, keeping up with news and current events and social networking. 49% of New Zealanders online are active social
networkers online while a further 20% are infrequent users of social networking sites
18-34

Emailing 94% 5%1%

Banking online 84% 6% 2% 8%

Reading news / current events 70% 24% 2%4%

Social Networking 49% 20% 4% 26% 79%

Shopping online 45% 36% 5% 14% 55%

Watching online videos 36% 38% 7% 20% 61%

Playing games 30% 30% 4% 36%

Downloading Music 23% 33% 11% 32% 42%

Participating in community chats 18% 28% 8% 46% 27%

Listening to streaming music 16% 36% 9% 39% 25%

0% 20% 40% 60% 80% 100%

Actively Participate Participate infrequently Interested in it but never done Not involved at all

Q6: Online New Zealanders 15+ Base n=485 © Colmar Brunton 2010
5

Do You watch TV & Use the Internet at the same time?

Two thirds of online New Zealanders say they watch TV and use the Internet at the same time.
A third do this at least once a day

18-34

18-34 At least once a day 37% 50%
Do NOT
13%
watch TV
and use
Internet at
the same At least once a week 17%
Watch TV
time, 36%
and use
Internet at
the same
time, 64%
Less often 10%

18-34
87%
No 36% 13%

0% 20% 40%

Q: xx
Base: xx
Q7: Online New Zealanders 15+ Base n=485 © Colmar Brunton 2010
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Convergence of Internet and TV already happening

• Social networks and other apps for smartphones could be brought to television through Google TV
• http://www.nytimes.com/2010/03/18/technology/18webtv.html?_r=1

7

Will Online Advertising Lead to Future Action?

Online advertising does encourage people to take further action towards brands including researching a brand or visiting the physical
store to view or buy.

I have researched a brand seen advertised online 62%

I have visited a store to buy or research a product
60%
that I have seen advertised online

I pay more attention to advertisements on sites
52%
that I trust

I prefer to see online ads that relate to the
31%
content of the site viewed

0% 20% 40% 60% 80% 100%

Base Online New Zealanders 15+ n=485 © Colmar Brunton 2010
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Starbucks Uses Social Media to Get One Million to Stores
in One Day

Source: mashable.com © Colmar Brunton 2010
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New Zealanders and Social Networking

Which sites are New Zealanders members of?

Facebook dominates the online social networking space. Seven out of ten people online are members of Facebook. Windows Live is the
next most popular site followed by Twitter which despite high levels of Awareness only has 14% membership.

Facebook 72% 28%

Windows Live 32% 45% 19% 5%

Twitter 14% 84% 1%
1%

MySpace 9% 79% 10% 3%

Linkedin 8% 28% 61% 3%

0% 20% 40% 60% 80% 100%

Membership Heard of but not a member Never heard of it Not sure

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How often do you visit the following sites?

Facebook has the highest frequency of visitation with users on average logging in more than twice a day. LinkedIn has Average
the least frequent visitations by members who check in on average once per week. Frequency
(Approx)

Facebook 22% 29% 24% 17% 4%1%3% 2.5 times per
day

Windows Live 6% 10% 13% 12% 8% 4% 46% Once per day

Twitter Once every 2
4% 4% 4% 3% 9% 16% 59%
days

LinkedIn 2% 19% 12% 67% Once a week

Once every 5
MySpace 1% 4% 2%
2% 8% 83% days

0% 20% 40% 60% 80% 100%
5 or more times a day
2-4 times a day
Once a day
Several times per week
Once a week
Several times a month
Less often than once a month

Q13: Base Member of a Social Network Site n=232 © Colmar Brunton 2010
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Which sites are gaining momentum?

Clearly Facebook has the largest momentum with 61% of users saying they use the site more now than they did 6 months ago and only
7% saying they use it less than they did six months ago. .

90%

70% 18%
61%
50% 2%
17% 24%

30% 60%
46%
39% 36%
32%
10%

-10% -7%
-23%
-44% -40%
-42%
-30%

-50%
Facebook Windows Live Twitter MySpace Linkedin
Use it about the same as 6 months ago
Use it more often now than 6 months ago
Use it less often now than 6 months ago

13

Profile of Active Social Networkers

Active Social Networkers tend to be overrepresented in the younger age groups particulalry with 43% aged 15 – 29 and a further 33%
aged 30 – 44.

Total Sample Active Social
Networkers

Active Social
Total Sample Marital Status % %
Networkers
Single 18% 26%
Age % %
Married 56% 47%
15-24 12% 21%
Separated 6% 5%
25-29 13% 22%
Widowed 2% 2%
30-34 9% 12%
Domestic
15% 17%
35-44 20% 21% Partnership
Number of
% %
45-54 15% 10% children

55-64 17% 10% None 32% 48%

65 years plus 14% 4% One 9% 9%

Gender % $ Two 29% 21%

Male 47% 45% Three 18% 14%

Female 53% 55% Four 9% 6%

Five 1% 0%

More than 5 1% 1%
14

How has online social networking changed how often
you do each of the following activities?

A quarter of people are saying they are spending more time on the Internet visiting websites as a result of social networking

Visiting websites while at work, home 25% 66% 9%

Watching TV 2% 74% 24%

Listening to the Radio 3% 76% 21%

Reading Magazines/Newspapers 2% 72% 27%

0% 20% 40% 60% 80% 100%

Spending more time Spending the same amount of time Spending less time

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Demographic Profile of Site Users

Age Total Facebook LinkedIn*

15 – 24 12 16 26 28 27 8

25 – 29 13 17 26 16 14 5

30 – 34 9 10 16 13 10 22

35 – 44 20 21 14 21 19 28

45 – 54 15 13 14 10 10 12

55+ 31 22 5 12 19 26

Gender

Male 47 45 49 47 57 62

Female 53 55 51 53 43 38
Base
(Member of Site): 485 349 43 63 154 40

16

Attitudinal Profile of Site Users

Adoption of
Technology Total Facebook LinkedIn*

Innovators 20 23 37 38 31 35

Early
Adopters 39 40 35 41 36 45

Majority 10 9 5 6 12 0

Laggard 31 28 23 15 21 20

Influencers

„Others often look to
37 35 37 44 39 55
me for advice‟

„I often share and
promote my ideas‟ 35 38 49 46 36 50
Base
(Member of Site): 485 349 43 63 154 40

17

Who do you follow or keep up with on social networking
sites?

Predominantly social networking is about keeping up with friends and family. Around half say they follow co-workers. Around one in five
social networkers say they have Companies or Brand s in their social networks.

Friends 96%
18-34
Family 87%
55%
Co-workers 44%

Music bands or artists 22%

Television shows/Movies 21%

Companies or brands 18%

Celebrities 14%

News organisations 13%

Radio programs 10%

Political figures 7%

Other 7%

0% 20% 40% 60% 80% 100%

Membership

Base Member of a Social Network Site n=232 © Colmar Brunton 2010
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Social Media is primarily about Friends & Family - People

Base Member of a Social Network Site n=232 © Colmar Brunton 2010
20

Twitter and MySpace users are more likely to be
following People or Groups other than Family & Friends

Who do you follow?
Friends 96% 93% 97% 96% 92%

Family 87% 87% 86% 83% 69%

Co-workers 44% 44% 54% 45% 38%

Music bands or artists 23% 45% 43% 26% 15%

Television shows/Movies 22% 35% 30% 20% 19%

Companies or brands 17% 33% 35% 12% 27%

Celebrities 14% 33% 32% 16% 12%

News organisations 13% 25% 19% 13% 27%

Radio programs 10% 24% 16% 12% 12%

Political figures 7% 16% 11% 7% 15%

Other 7% 9% 14% 4% 8%

Significantly different
Base Member of a Social Network Site n=232 21

Which Brands or Companies do you follow?

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60% Follow Brands for Info about Products and Service

24

55% Follow Brands for Contests and Giveaways

25

55% Follow Brands for Information on Events

26

52% Follow Brands for Sales and Discounts

27

45% Follow Brands because they like them

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How would a brand‟s presence on a SN site impact it overall?

Those people who follow a brand on a Social Network are much more likely to say they find the brand more appealing as a result of its
presence.

Total 9% 24% 59% 4% 3%

Follow Brands 25% 30% 45%

0% 20% 40% 60% 80% 100%

Much more appealing Somewhat more appealing The same Somewhat less appealing Much less appealing

29

6 Key Challenges For Brands on Social Media

Challenge to Managing a Brand on the Social Web

• Transparency – being open and honest with internal and external audiences at
all times

31


• Scale – there are many more conversations about your brand than you are able
to participate in. Know when to participate and when to sit out the conversation

32


• Which Tools to use - The right tools (apps and software) can save a lot of time,
money and hassle

33


• Revenue – convincing the powers that be that there is a ROI to Social Media

34


• Building Relationships – not every contact is a sales opportunity for a Brand. Try
listening, talking and engaging Picture please talking
in an on going communicative relationship

35


• The future - businesses need to
listen to their communities and
embrace new ideas while having
the administrative structure and
openness to convert those ideas
into practical services

Source: mashable.com © Colmar Brunton 2010
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Free Tools For Online Monitoring of Your Brand

38

Paid Tools

39

IKEA and Facebook

• Over a two-week period, IKEA uploaded images from
showrooms to Facebook
• First person to tag their name to a product in the pictures,
won it

41

Pepsi Refresh 2010

• Submit ideas for improving your community / world
• Winning ideas voted online, receive $ awards

42

Orange at Glastonbury

• Orange created a site where people can tag themselves in a
photo
• Gave people a chance to connect via Social Media with
people they may have met at Glastonbury
43

Burger King‟s Sacrifice a Friend on Facebook

44

Coke‟s Expedition 206

• Selected 3 diverse
multilingual people as
“Happiness
Ambassadors”
• Visit 206 countries in
365 days and report
their adventures on
SM sites

45

For further information please contact:
David Sakey

Colmar Brunton, a Millward Brown Company
6-10 The Strand
Takapuna
Auckland
Phone (09) 919 9200
Email: davesakey@colmarbrunton.co.nz
Twitter: @ColmarbruntonNZ

breaking through

Important Information
Market Research Society of New Zealand [MRSNZ] Code of Practice
Colmar Brunton practitioners are members of the MRSNZ are obliged to comply with the MRSNZ Code of Practice. A copy of the Code is
available from the Executive Secretary or the Complaints Officer of the Society.

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and the Client‟s consultants or advisers.

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Article 25 of the MRSNZ Code states:
a. The research technique and methods used in a Marketing Research project do not become the property of the Client, who has no
exclusive right to their use.
b. Marketing research proposals, discussion papers and quotations, unless these have been paid for by the client, remain the property of
the Researcher.
c. They must not be disclosed by the Client to any third party, other than to a consultant working for a Client on that project. In
particular, they must not be used by the Client to influence proposals or cost quotations from other researchers.

Publication of a Research Project
Article 31 of the MRSNZ Code states:
Where a client publishes any of the findings of a research project the client has a responsibility to ensure these are not misleading. The
Researcher must be consulted and agree in advance to the form and content for publication. Where this does not happen the Researcher is
entitled to:
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b. Publish the appropriate details of the project
c. Correct any misleading aspects of the published presentation of the findings

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Electronic copies of reports, presentations, proposals and other documents must not be altered or amended if that document is still identified as
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Colmar Brunton.

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