Social Media Study Methodology

Transcription

1 Social Media Study Methodology The Magid Social Media Study is an online quantitative study with 1, year-old social media users in the US, defined as those who use any major social networks, including Facebook, Twitter, Google+, Pinterest, and LinkedIn. The sample is nationally representative in terms of age, gender, and ethnicity. The study was fielded in November 2014, and includes tracking data from our studies. 1

2 Explosive Growth Of Instagram And Snapchat Eating At Facebook, Twitter Dominance Social Media Networks Used (Among total social media users) 39% 41% 36% 90% 93% 93% 30% 30% 37% % 24% 32% % 25% 30% 25% 23% 29% 2% 9% 18% Base: Social Media Users N=1,934 (2013 N=1,828) (2012 N=2012). Q1: Which of the following social media do you use? 2

3 Facebook Sees Big Teen Drop, Twitter It s 18-34s Total Social Media Networks Used (Among total social media users) 88% 89% 90% 90% 92% 93% 93% 94% 94% 94% Total % 41% 48% 46% 45% 49% % 23% 39% 39% Base: Social Media Users (2014 N=1,934) (2013 N=1828) (2012 N=1937). Q1: Which of the following social media do you use? For 2012, year old percentages are based on year olds. 3

4 Yet Facebook Is Still The Only Network Considered An Essential Utility Even though it s certainly not trading at a utility multiple 54% Social Networks You Would Not Want To Live Without (Among total social media users) 37% % 3% 5% 4% 4% 3% 2% 2% 2% 1% 1% 0% Base: Social Media Users N=1,934 (2014 Meredith N=440) (2013 N=1,828). Q21: Which of the following social media could you not live without? 4

5 Facebook Has A Huge Trust Issue Pinterest leads for every category, and Instagram not too far behind % Of Users Say Strongly Describes Each Site (Among users of each site) Trendy 16% 23% 30% 27% Safe 9% 13% 26% 18% Facebook Safe and Trustworthy ratings down 40% YOY Trustworthy 9% 14% 29% 17% Unique 14% 19% 34% 23% Essential 11% 13% 18% 16% Getting better 13% 14% 22% 20% Fun 18% 20% 40% 31% Informative 16% 21% 34% 19% Base: Facebook Users. N=1738. Q37. Base: Twitter Users. N=763. Q70. Base: Pinterest Users. N=580. Q105. Base: Instagram Users. N=624. Q120. Please indicate the extent to which each of the following describe Facebook/Twitter/Pinterest/Instagram overall. 5

6 Smartphone Now Primary Device For Leading Social Networks Social Media Time Spend by Device (Among social media users who own a smartphone and tablet) 32% 30% 39% 17% é 38% YOY é 28% YOY é 25% YOY 44% 51% 36% 65% 25% 19% 24% 18% Base: Social Media Users Who Own A Smartphone And Tablet N=Varies. Q34/Q67/Q96/Q102/Q117: In a typical week, what percent of time do you spend using Facebook/Twitter/LinkedIn/Pinterest/Instagram in each of these ways? 6

7 Display Ads On Networks Drawing Increasing Clicks Pinterest users clicking on promoted content at nearly twice the rate of Facebook, Twitter users Frequency Of Clicking On Sponsored Posts (Among total users of each site) Pinterest Twitter Facebook 33% 33% é 17% YOY 21% é 13% YOY 18% 22% 19% 15% 15% 14% Weekly+ Monthly+ Less than once/month Base: Facebook/Twitter/Pinterest Users N=Varies. Q58/Q88/Q113: How often do you click on sponsored posts on Facebook/Twitter/Pinterest? 7

8 Facebook Is The Dominant Player In Messaging But not among Millennials, where Snapchat and other emerging players are gaining Users Of Each Messaging App (Among US Internet users) % of app s users under 37 Facebook Messenger 40% 55% Snapchat imessage 18% 17% 86% 67% WhatsApp 9% 68% Google Hangouts 9% 64% Kik 6% 83% Viber 5% 65% Tango Line 3% 4% 71% 73% Base: Total Internet users 8-64 years-old. N=2,400. Q74: Which of the following messaging services or apps do you currently use? 8

9 Advanced Messaging Apps Are Driving Daily Usage Users of each messaging app are generally using them more than once a week Use Frequency Of Messaging Apps (Among US users of each messaging app) Daily Weekly Monthly Less than once per month WhatsApp 52% 25% 13% 10% Snapchat 47% 33% 14% 7% Kik 45% 26% 20% 9% Line 45% 30% 16% 9% KakaoTalk 43% 32% 8% 16% WeChat 41% 33% 20% 7% Viber 33% 28% 25% 15% Tango 32% 36% 21% 11% Social Media Study Base: Users of each messaging service, n=varies. Q136: How frequently do you use each of these messaging apps? 9

10 All Messaging Apps Will See Time Spend Boosts Facebook less so, while smaller messaging-only competitors could see big increases Expected Change In Time Using Various Messaging Apps In The Next 12 Months Net = More time - Less time (Among users of each app) Line WhatsApp Google Hangouts imessage 28% 20% 16% 14% Snapchat Kik Viber Tango Facebook Messenger 10% 9% 7% 7% 3% Base: Social Media Users N=Varies. Q138: In the next 12 months, do you expect to spend more, less or the same amount of time using these messaging apps? 10

11 Natalie Clayton Executive Director Jeff Segal Director, Strategy Consulting CONTACT US