ABOUT THE SOCIAL HABIT 2014

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2 ABOUT THE SOCIAL HABIT 2014 The Social Habit 2014 is derived from The Infinite Dial, a large-scale research survey of consumer behavior by Edison Research and Triton Digital. The Infinite Dial 2014 is the 22nd in this long-running research series, and the ninth in which Edison has tracked social media usage and behaviors.

3 METHODOLOGY A total of 2,023 persons were interviewed to explore Americans use of digital platforms and new media. From January 13 to February 12, 2014, telephone interviews were conducted with respondents age 12 and older who were selected via Random Digit Dial (RDD) sampling. The study includes a total of 808 cell phone interviews.

4 Facebook, Twitter Lead in Awareness % Age 12+ Aware of Facebook Twitter MySpace Instagram Google+ Snapchat Pinterest LinkedIn Tumblr Vine

5 Instagram Now Tied For Second in Usage % Age 12+ Using Each Social Networking Site/Service Have personal profile on Facebook Have personal profile on LinkedIn Have personal account on Instagram Have personal profile on Google Ever use Twitter Ever use Snapchat 3 13 Have Pinboard on Pinterest Have personal profile on MySpace Ever use Vine N/A 9 Have personal account on Tumblr

6 Pinterest Dominated by Female Users % Age 12+ Using Each Social Networking Site/Service Have personal profile on Facebook Have personal profile on LinkedIn Have personal account on Instagram Have personal profile on Google+ Ever use Twitter Ever use Snapchat Have Pinboard on Pinterest Have personal profile on MySpace Ever use Vine Have personal account on Tumblr Male Female

7 Social Platform Usage by Age % By Age Group Using Each Social Networking Site/Service (Page 1 of 3) Age Age Age Age Age Age Age Facebook LinkedIn Instagram Google+

8 Social Platform Usage by Age % By Age Group Using Each Social Networking Site/Service (Page 2 of 3) Age Age Age Age Age Age Age Twitter Snapchat Pinterest 11 3

9 Social Platform Usage by Age % By Age Group Using Each Social Networking Site/Service (Page 3 of 3) Age Age Age Age Age Age Age MySpace Vine Tumblr

10 MySpace, Facebook Have Most Quitters % Age 12+ Who Ever Had Own Profile on MySpace 14 Facebook 10 LinkedIn 2 Google+ 2 Base: Do Not Currently Have Profile on Social Network

11 How Often Do You Use Social Networking Websites or Services? Several times a day Nearly every day At least once a week At least once per month Less than once per month Never Don't Know All Respondents Age Age Age Age Age Age Age

12 Nearly Two-Thirds of Facebook Users have Used the Service for More than Three Years How long have you been a Facebook user? 1 yr. to < 2 yrs. 10% 6 mos. to < 1 yr. 4% < 6 mos. 3% Don't Know 1% 2 yrs. to < 3 yrs. 18% 3 yrs. to < 5 yrs. 31% 5 yrs. or more 33% Base: Have a Profile on Facebook; Age 12+

13 Most Facebook Users Visit the Service Multiple Times Per Day In the last 24 hours, approximately how many times did you check your Facebook account? Persons 12+ Persons Mean: 5.6 None 24% Once 22% None 24% Mean: 8.2 Once 20% 11 or more times 11% 5 to 10 times 16% 3 to 4 times 14% Twice 13% 11 or more times 18% 5 to 10 times 13% Twice 9% 3 to 4 times 16% Base: Have a Profile on Facebook, Expressing an Opinion

14 Young Facebook Users Have Lots of Friends Average Number of Facebook Friends by Age Group P Base: Have a Profile on Facebook

15 Over Two-Thirds of Facebook Users Access the Service via Mobile Phone % Age 12+ With a Facebook Profile Accessing Service on a Desktop or laptop computer 79 Cell phone 68 Tablet 38

16 While Desktop Users Outnumber Mobile Users, Desktop Usage Lags Behind Mobile Usage % Age 12+ With a Facebook Profile Accessing Service Most On a tablet 9% Don't Know 3% On a cell phone 48% On a desktop or laptop computer 40%

17 More Facebook Users Believe the Service is Getting Worse Lately than Improving Would you say Facebook has been getting better or getting worse lately? Persons 12+ Persons Better 26% Better 33% About the same* 38% Worse 36% About the same* 30% Worse 37% *volunteered response Base: Have a Facebook Profile; Expressing an Opinion

18 Facebook Users Perceive Much More Branded Content Today Than Last Year How much company, brand or product-related content do you see in your Facebook news feed now compared to one year ago? A little more 19% About the same amount 18% A lot more now 43% Don't Know 12% A little less 5% A lot less now 3% Base: Have a Profile on Facebook; Age 12+

19 More than Four in Ten Twitter Users Visit the Service Nearly Every Day (or More Often) % of Twitter Users Age 12+ Who Use the Service Don't Know 2% Less often than once per month 11% Several times per day 26% Nearly every day 17% At least once per month 14% At least once a week 30%

20 Over One-Third of Twitter Users are Consumers Only Do you ever post status updates to Twitter? Yes 63% No 37% Base: Use Twitter at Least Once Per Month; Age 12+

21 Almost Half of Americans 12+ Hear about Tweets Daily How often do you hear about tweets through traditional media outlets other than Twitter? Regularly, but not daily 17% Sometimes 12% Almost every day 47% Rarely 6% Never 7% Have not heard of Twitter 8% Don't Know 3% Base: Total Population 12+

22 Over One-Third of Social Media Users Follow Brands Do you follow any companies or brands on any social networking sites such as Facebook or Twitter? Yes 36% No 64% Base: Have Profile on Social Network or Service; Age 12+

23 Facebook Remains the Top Platform for Following Brands Which one social networking site or service do you use most to connect with brands or products? Facebook 76 Twitter 10 Instagram 4 LinkedIn Pinterest 1 1 Base: Follow Companies or Brands on Any Social Networking Sites; Age 12+

24 Vast Majority of Frequent Social Media Users Own Smartphones % Who Own a Smartphone Persons 12+ Frequent Social Networkers

25 Frequent Social Media Users Nearly Always Have their Mobile Device Within Arm s Reach How often is your cell phone with you or nearby? Persons 12+ Always 53% Most of the time 30% Always 68% Frequent Social Networkers Almost never 3% Rarely 2% Sometimes 12% Almost never Rarely 1% 2% Sometimes 5% Most of the time 24% Base: Own Cell Phone or Smartphone; Age 12+

26 When it comes to political matters, do you usually think of yourself as a... Current Users of: Facebook LinkedIn Instagram Google+ Twitter Snapchat Pinterest MySpace Vine Tumblr Democrat Republican Independent Something else Refused Base: Age 18+

27 KEY FINDINGS While Facebook and Twitter remain very popular, their growth has slowed year-over-year. A total of 58% of Americans 12+ have a profile on Facebook, which is unchanged since 2013, while Twitter is up one percentage point from 15% to 16% of Americans 12+ from 2013 to 2014.

28 KEY FINDINGS Facebook has slowed and has younger demographics, primarily because there is little room for growth. Approximately 80% of all 12-24s have a profile on the social network.

29 KEY FINDINGS Many of the services that showed the most growth from 2013 to 2014 are visual social networks, specifically mobile visual networks. Instagram is now tied as the second-most popular social network (with LinkedIn) while Pinterest, Tumblr and Vine also all showed significant growth.

30 KEY FINDINGS Nearly three in ten Americans 12+ indicated that they not only use social networking sites and services, but that they use them "several times per day." The mobile phone is certainly an enabler of this behavior. While 61% of Americans 12+ own a smartphone, that number increases to 83% with frequent social media users (those who use these services "several times per day ).

31 KEY FINDINGS In addition, 48% of Facebook users say they access the service most often via mobile devices, compared to 40% who say they most often access the service via a desktop or laptop computer.

32 KEY FINDINGS Facebook users are addicted: the average Facebook user indicated that they checked their Facebook account 5.6 times in the last 24 hours. Teens are even more accustomed to checking Facebook, with this demo accessing the service an average of 8.2 times over the last 24 hours.

33 KEY FINDINGS More Facebook users believe the service is getting worse (36%) than better (26%). One of the possible drivers may be a perceived increase in branded content: 43% of Facebook users say they see "a lot more" content from companies and brands today than they did one year ago.

34 KEY FINDINGS 43% of Twitter users access the service at least "nearly every day," with 26% indicating "several times per day." More than a third of Twitter users are doing so as consumers only: 37% say they never post status updates to Twitter.

35 KEY FINDINGS Twitter certainly punches above its weight in terms of disseminating information: while the percentage of Americans 12+ who use Twitter is 16%, over 80% of Americans say they have heard about a "tweet" (status update) from Twitter through some other media outlet (e.g., radio, TV, print, or another website). Nearly half of Americans (47%) say they hear about "tweets" nearly every day.

36 KEY FINDINGS Over one third of social media users (36%) say they consciously follow brands or companies on social media. Of those consumers, 76% say that Facebook is their preferred channel for connecting to brands.