Social Media Insights

Transcription

1 CROWD SCIENCE Social Media Insights Twitter September 4, 2009

2 Objectives & Methodology To understand usage patterns and behaviors around online social media, particularly Twitter. To gauge opinions and attitudes of Twitter users vs. non-twitter users towards online social media. Respondents were recruited across Crowd Science network sites participating in the Crowd Science Sample Beta program. Randomly selected network site visitors over the age of 12 years participated in the survey. Data collection took place from August 5 to 13, A total of 7 respondents took part in the survey.

3 Summary of Results As the ʻnew kid on the blockʼ among social media options, Twitter usage among study participants appears to be in growth phase. Tenure is still largely within the one-year timeframe for 8-in-10 study participants who use Twitter, and within six months for one-half of users. One-in-three anticipate increasing Twitter usage, with an additional one-half maintaining current levels, within the next 12 months. Access locations and methods are varied among respondents using Twitter as four-in-ten (40) report accessing Twitter via mobile phone at least sometimes and one-in-ten via mobile phone almost all of the time (8). One-quarter uses a third-party application as their main method of accessing Twitter. Respondents using Twitter (vs. respondents using only other social media) appear to comprise greater proportions of... tech-entrenched, early adopters those using multiple forms of online social media those over 30 years of age self-employed, entrepreneurs those using mobile phones to access their respective social media usage while driving (11, vs. 5 for users of other social media excluding Twitter) usage from the washroom/toilet (17, vs. 12)

4 Summary of Results (Contʼd) Among respondents using Twitter, proportionally fewer tweet on a daily basis (27) compared with those checking updates (46 do so daily). Twitter users in this study appear to accept and embrace social media more than their counterparts, in that: Proportionally more Twitter users (32) than non-users (20) agree that free news from online social media is as trustworthy as news from paid sources. Proportionally fewer Twitter users (17) than non-users (30) feel compelled to use social media because their friends do. One-quarter of Twitter users surveyed agree that using online social media is their favorite leisure activity, a greater proportion than non-users (25 vs. 14 of non-users). Among Twitter users in this study, four-in-ten agree they prefer to contact friends using online social media rather than telephone (41), proportionally more than non-users (25). Greater proportions of those using Twitter (26) versus those who donʼt (12) agree they use social media much more than their friends.

5 Usage Frequency and Behaviour

6 Usage Frequency and Patterns - Twitter As one of the newer online media, Twitter traces its usage to a large proportion of newcomers, with respondentsʼ usage penetration still catching up to that of other social media. About six-in-ten social media users in this study have not registered for Twitter. Among respondents using Twitter, eight-in-ten have only started within the past year. Twitter use has accelerated in the past year, as evidenced by the fact that over one-half of respondents started using Twitter within the past six months (53). In addition, almost one-in-ten (8) online social media users report registering for Twitter, but not using it. Last usage How long have you been using Twitter? Within past week Over a week to a month Over a month ago Registered but not used Never registered yrs 1 yr to < 2 yrs 6 mos to < 1 yr < 6 mos 0 Twitter use 0 Twitter tenure

7 Usage Frequency Checking Updates/Tweeting Checking Updates Tweeting Daily 2-6 times per week Once a week < once a week Registered but not checked/tweeted Donʼt check/tweet anymore Checking updates is a more frequent activity than tweeting, among Twitter users in this study. Almost one-half (46) of Twitter users check updates daily - significantly greater than the one-quarter (27) of Twitter users who tweet daily. In addition, almost one-quarter (24) of Twitter users either have never tweeted or have ceased tweeting. Check Updates: times per day Among daily Twitter users, however, checking updates and tweeting Once or twice activity are similar, with one-third < 50 times 32 checking/tweeting at least once or 6 twice daily and almost one-half checking/tweeting 3 to 10 times/day times times 45 Over one-in-ten (15) daily Twitter users check updates/tweet 11 to 50 times/day. < 50 times 4 Tweet: times per day Once or twice times times 47

8 Usage Patterns and Forecast As one of the newer social media, Twitter shows healthy growth among respondents, with almost fourand five-in-ten citing increased usage over last month and last year, respectively. Furthermore, projected use of Twitter in the next 12 months is predicted by one-in-three to increase, while about one-in-five study participants predict their use to decrease. Current usage vs last month..last year Projected usage over next 12 months increased...stayed same...decreased Increase Stay the same Decrease

9 Access Device/Methods Access Device Only via computer Mostly computer Equally computer & mobile Four-in-ten Twitter users report accessing Twitter at least sometimes by mobile phone, with almost onein-ten respondents (8) accessing mostly or exclusively by mobile phone. Mostly mobile 5 Only via mobile 3 Among respondents using Twitter, most (71) use the Twitter website as a main access method, while 26 use a third-party application as their main method of access. On Twitter website Methods used to access 91 On Twitter website Primary method of access 71 Over four-in-ten use thirdparty applications at some point, to access Twitter. 3rd Party Application 43 3rd Party Application 26 Accessing Twitter primarily through a 3rd party application is significantly more common among males than females (32 vs. 15). SMS text on mobile phone 19 SMS text on mobile phone 4

10 Other Social Media Used Top 5 Social Media Ever Used Top 5 Social Media Used: Past 30 days Flickr LinkedIn Friendster Bebo Hi Twitter Users Donʼt use Twitter Flickr LinkedIn Friendster Bebo Hi5 None in past 30 days A significantly larger proportion of respondents using Twitter also use other types of social media, compared with Twitter non-users. Seven-in-ten Twitter users (72) have used another type of social media in the past 30 days vs. only one-half (49) of Twitter non-users in this study. Flickr and LinkedIn are most commonly used by respondents using other online social media (excluding Facebook, MySpace, or Twitter), with almost one-half of Twitter users having accessed Flickr in the past 30 days (47), and one-third having accessed LinkedIn in the past 30 days (37).

11 Access Locations/Points Home Work Friendʼs Home Hotel Library Internet Cafe School Public Transportation Restaurant Car Movie theatre Sporting Event Social Media Access Locations Hospital Twitter User Non-Twitter User In the past 30 days, have you accessed social media... During work hours From washroom/toilet During class/lecture While driving During live theatre performance During religious service None of the above Online social media are accessed from numerous (and perhaps some unconventional) locations due to accessibility via mobile phones. Compared with non-users, Twitter users in this study appear generally more engaged in terms of exhibiting greater proportions (than non-users) who access online social media from all listed locations, except home, a friendʼs home, and school. This is likely due to a greater propensity of Twitter users to access it via mobile phone. Over one-half of respondents who use Twitter admit accessing it within the past 30 days during work hours (56), while almost one-in-five have accessed it from the washroom/toilet (17). More disturbing, over one-in-ten study participants using Twitter (11) have accessed online social media in the past 30 days while driving, a significantly larger proportion compared with Twitter non-users (5).

12 Attitudes and Usage Behaviour

13 Attitudes towards online social media Some study participants who use Twitter appear to be reluctant users of online social media, due to pressure from others, or from fear of losing social status if they abstain. Almost one-third (32) of Twitter users feel that they spend too much time using online social media, and almost onefifth feel forced to use online social media because friends and contacts do (17). Well over one-in-ten (15) agree that stopping/reducing usage of online social media would be damaging to their social status. Social media have caused regret in some Twitter users in this study, and neglect in others. Almost one-quarter of Twitter users reportedly have said things on online social media that theyʼve later regretted (22). Over one-in-ten often neglect important activities to spend time on online social media (16). Social media allows a window into the lives of others that appears to offer a compelling view for many. One-half of respondents using Twitter donʼt disagree (and two-in-ten agree) that other peopleʼs lives are more interesting than their own. I spend too much time on online social media I have said/posted things on online social media that I have later regretted Feel forced to use online social media because my friends/contacts do Other peopleʼs lives are far more interesting than mine Often neglect important activities to spend time on online social media Stopping/reducing usage of online social media would damage social status Disagree Neutral Agree

14 Attitudes towards online social media For four-in-ten Twitter users in this study (39), free news from social media may not be perceived as trustworthy as that from paid sources, however one-half (55) claims to at least be able to tell when information from social media is true. To varying degrees, social media appear to be displacing other more traditional forms of communication and socialization among Twitter users in this study. Over four-in-ten (41) Twitter users would much rather communicate with friends/contacts through online social media than by telephone. While over three-quarters (77) disagree that social media are preferable to face-to-face contact with friends, over one-in-ten (11) actually prefers to use online social media over face-to-face encounters. Concern over privacy and security is evident for most, but there are some respondents using Twitter (9) who donʼt really care too much about their privacy, and for almost one-third (28), someone hacking/abusing content they post online is not a concern. I can easily tell if information I get from online social media is true Free news from online social media is as trustworthy as paid sources Would much rather use online social media than telephone to communicate with friends/contacts Prefer to use online social media than being face-to-face with friends I never worry about someone hacking/abusing content I post online I donʼt really care too much about my privacy Disagree Neutral Agree

15 Attitudes towards online social media Social media present a forum for self-expression and self-promotion: Over four-in-ten Twitter users participating in this study ʻreally like it when people notice [them]ʼ (43). More than one-third feel that people are interested in what they have to say (36). Almost one-in-ten agree to ʻfrequently stretching the truth when portraying themselves online (8). Well over one-in-ten have revealed things about themselves on online social media that they wouldnʼt under any other circumstances (14). Social media provide a leisure activity in their own right for many respondents using Twitter: One-quarter of Twitter users report that using online social media is their favorite leisure activity. I really like it when people notice me Most people are interested in what i have to say Itʼs important to me that I have lots of friends I frequently stretch the truth when portraying myself online Using online social media is my faviourite leisure activity Iʼve revealed things about myself via online social media that i wouldnʼt under other circumstances I use online social media much more than my friends/contacts do Disagree Neutral Agree

16 Attitudes towards online social media Twitter users in this study tend to be more heavily entrenched with online social media than their friends and inherently enjoy using online social media: A significantly smaller proportion of Twitter users (17) than non-users (30) feel forced to use online social media because friends do. This appears consistent with the fact that a significantly larger proportion of respondents using Twitter report using online social media much more than their friends do (26 vs. 12). Furthermore, for a significantly larger proportion of Twitter users, using online social media is their favorite activity (25). A significantly larger proportion of Twitter users view free news from online social media as equally trustworthy as paid sources (32 vs. 20) Twitter users outpace non-using counterparts in this study, regarding their preference to communicate with friends via online social media rather than the telephone (41 for Twitter users, vs. 25 for non-users) Feel forced to use online social media because friends/ contacts do I use online social media much more than my friends/ contacts do Would much rather use online social media than telephone to communicate with friends/contacts Twitter Non-Twitter Twitter Non-Twitter Twitter Non-Twitter Twitter Non-Twitter Twitter Non-Twitter Free news from online social media is as trustworthy as paid sources Using online social media is my favorite leisure activity Agree Neutral Disagree

17 Demographics

18 Demographics Over 30 years old Self Employed Start a biz in the next 6 mos. Created a website Regularly visit tech news sites Currently maintain blog Buy gadgets/devices when they first come out Demographic Differences Twitter users in this study tend to be slightly older than non-twitter users with a significantly larger proportion being over 30 years old. Among study participants, significantly larger proportions of Twitter users than non-users are self-employed or planning to start a business in the next 6 months. Twitter users seem to be more engaged in technology, with significantly larger proportions of those who have created a website for personal or business use, regularly visit technology news sites, or are early adopters of technological gadgets. Furthermore, a larger proportion of Twitter users than non-users currently maintain a blog. Twitter User Twitter Non-user

19 CROWD SCIENCE