This document provides insights from Experian Simmons' 2010 Social Networking Report. It finds that 66% of online Americans now use social networking sites, up significantly from 20% in 2007. Users are increasingly addicted to these sites, with 43% visiting multiple times per day. Additionally, 70% of social networkers now keep in touch with family on these sites. The report provides details on user demographics, behaviors, and brand preferences across major social networking sites.

1. 2010 Social Networking Report
June 10, 2010
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2. 2010 Social Networking Report
Experian Simmons
Forward thinking marketers leverage the power of social networking sites like Facebook,
MySpace, Twitter and more to connect to consumers in a more personal and meaningful
way. That's why Experian Simmons is focusing on social networking in this issue of
Consumer Insights, featuring the freshest insights available from the latest Simmons New
Media Study.
The 2010 Social Networking Report provides the hard data behind this consumer
revolution, including the fact that fully 66% of online Americans use social networking
sites today, up from just 20% in 2007. Social networking is an increasingly addictive
activity, with nearly half of those who access such sites (43%) reporting that they visit
them multiple times per day. While users of social networking sites may have initially
signed up to better keep in touch with friends, a growing number say they now use sites
like Facebook to connect with family members. An astounding 70% of social networkers
keep in touch with family via their various online networks, up from 61% a year ago.
© 2010 Experian Information Solutions, Inc. All rights reserved.
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3. Social Networking continues to grow
Visited a social networking site in the last 30 days
Fully two-thirds of all online adults today have visited a social networking site in the last 30
days, up from 53% in 2008 and 20% in 2007. Social networks have most thoroughly
penetrated the young adult market, as nearly 9-in-10 online 18-to 34-year-olds visit such
sites today. But even older Americans are tapping into social networks, with 41% of online
adults age 50 and older making monthly visits to sites like Facebook, MySpace and Twitter.
All adults 88%
82%
Age 18-34
Age 35-49 69%
66%
Age 50+
53% 52%
38% 41%
27%
20% 16% 7%
Fall 2007 Fall 2008 Fall 2009
Base: online adults
Simmons New Media Study, Fall 2009, Fall 2008, Fall 2007.
© 2010 Experian Information Solutions, Inc. All rights reserved.
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4. Social Networking synonymous with Facebook
Online adults who visited facebook.com last 30 days
The rise of social networking tracks closely with that of Facebook. As of April 26, 2010, 46%
of the U.S. online adult population reported having visited Facebook in the past 30 days.
50%
40%
30%
20%
10%
1/07/08
3/31/08
6/23/08
9/15/08
12/08/08
3/02/09
5/25/09
8/17/09
11/09/09
2/01/10
4/26/10
Base: online adults
Simmons DataStream; 4 week-moving estimate
© 2010 Experian Information Solutions, Inc. All rights reserved.
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5. Social Networking drivers
Why do you use social networking sites?
While keeping in touch with others is an important part of social networking, the popularity
of games like Farmville and Mafia Wars illustrate that fun is a big part of the appeal of
social networking.
Keep in touch with friends 88%
For fun 73%
Keep in touch with family 70%
reconnect with people 68%
Express myself and views 39%
Meet new friends 32%
Communicate with like-minded people 29%
Find information relevant to me 29%
Get recommendations 25%
Keep in touch with professional contacts 19%
For political reasons 9%
Make new professional contacts 9%
For professional development 6%
It's part of my job 5%
Base: Visit social network last 30 days
Simmons New Media Study, Fall 2009
© 2010 Experian Information Solutions, Inc. All rights reserved.
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6. Social Networking addiction
How frequently do you use social networking sites?
Whether it’s keeping in touch with others, playing games, debating politics or any of the
other reasons people use social networking sites, it cannot be denied that there’s a sense
of addictiveness to it all. Visiting social networking sites multiple times a day is up 28%
over last year, while less frequent visits are down across the board.
43%
34%
Fall 2009
Fall 2008
19%
17%
13% 12% 13%
11% 10% 10% 10%
8%
ONCE A MONTH 2-3 TIMES PER 1-3 TIMES PER 4-6 TIMES PER ONCE A DAY MULTIPLE TIMES
OR LESS MONTH WEEK WEEK A DAY
Base: Visit social network last 30 days
Simmons New Media Study, Fall 2009, Fall 2008
© 2010 Experian Information Solutions, Inc. All rights reserved.
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7. Use of Social Networking to communicate with others
With whom do you communicate via social networking?
As social networking sites extend their reach across generations, Americans are
increasingly using such sites to connect with more than just their friends. Today, 17% of
social networkers communicate with their parents via those sites and 22% connect with
their kids, up from 9% and 15%, respectively, a year ago.
69%
63%
Fall 2008
Fall 2009
39% 39%
35%
29% 28%
24% 22%
17% 18% 20%
15%
9%
PARENTS SIGNIFICANT SIBLINGS CHILDREN EXTENDED FRIENDS COLLEAGUES
OTHER FAMILY
Base = Social network users; Communication with each group based on respondents who communicate with each group in some way.
Simmons New Media Study, Fall 2009.
© 2010 Experian Information Solutions, Inc. All rights reserved.
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8. Social Networking fanatics
Have you ever become a fan?
An astounding two-thirds of social networking site visitors (68%) say they have
shown their support of a product, service, company or musical group by
becoming a “fan” or a “friend” on a social networking site. One year earlier, only
57% of social networkers had publicly declared their “like” for a product, service,
company or musical group.
NO
32%
YES
68%
Base = Social network users
Simmons New Media Study, Fall 2009.
© 2010 Experian Information Solutions, Inc. All rights reserved.
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9. Identify brand preferences by site
Visitors to Facebook, Twitter, MySpace.com last 30 days
Facebook.com Twitter.com MySpace.com
Top Indexing Retail Brands
H&M (202) Nordstrom (366) Hot Topic (316)
Hot Topic (201) Forever 21 (325) Foot Locker (273)
Forever 21 (183) GameStop (321) Anchor Blue (251)
American Apparel (181) Victoria’s Secret (259) GameStop (242)
Top Indexing Mobile Phones
iPhone (215) Blackberry (292) iPhone (155)
Blackberry (173) iPhone (208) Samsung (138)
LG (129) LG (115) LG (133)
Top Indexing Restaurants
Romano’s Macaroni Grill (196) Jamba Juice (377) Donatos Pizza (237)
The Cheesecake Factory (182) Fuddrucker’s (304) Chuck E. Cheese’s (220)
P.F. Chang’s China Bistro (178) Papa John’s (298) Jamba Juice (218)
Top Indexing Web sites
Twitter.com (306) Shopping.com (911) eHarmony.com (478)
eHarmony.com (300) MovieFone.com (893) UFC.com (463)
LinkedIn.com (280) TripAdvisor.com (742) Twitter.com (430)
Base: All U.S. Adults
Simmons National Consumer Study, Winter 2010 six-month
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10. Locating Heavy Social Networkers
Top media markets for finding social networkers
Heavy users of social networking sites are primarily concentrated in the Northwest
and markets that are heavily influenced by major colleges or universities.
*Heavy social networkers
defined as visit Facebook or
Myspace 6+ times per month
Base: Total U.S. pop
Source: SimmonsLOCAL, Fall
2009
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11. Thank You!
For more information, please email SimmonsMarketing@experian.com
or call 212.749.3162
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