The Social Habit 2011 by Edison Research

The Social Habit II
The Edison Research/Arbitron Internet and Multimedia Study 2011

Tom Webster - Vice President, Strategy
Edison Research

Summary Findings

• Social Media now reaches the majority of Americans 12+, with 52% having a
proﬁle on one or more social networks.

• This ﬁgure is driven largely by Facebook, which is now used by over half
(51%) of Americans 12+.

• Twitter is as familiar to Americans as Facebook (with 92% and 93%
familiarity, respectively); however, Twitter usage stands at 8% of Americans
12+

© 2011 Edison Research/Arbitron Inc.

Summary Findings (continued)

• Approximately 46 million Americans 12+ now check their social media sites
and services several times every day.

• Much of this frequent usage is driven by mobile access. 56% of frequent
social network users own smartphones, and 64% of frequent social
networkers have used a mobile phone to update their status on one or more
social networks.

• Location-based sites and services (such as Foursquare and Facebook
Places) are familiar to 30% of Americans 12+, and used by 4% of Americans
12+.


Summary Findings (continued)

• One in four social network users knowingly follow brands, products or
services on social networks. For those who use these sites and services
several times per day, this figure increases to 43%.

• Amongst those who do follow brands, products or companies on social
networks, 80% indicate that Facebook is the network they use the most to
connect with companies.

• Nearly a quarter of social network users indicated that Facebook is the social
site or service that most influences their buying decisions. No other site or
service was named by more than 1% of the sample, and 72% indicated that
no one social site or service influenced their buying decisions the most.


The Edison Research/Arbitron
Internet and Multimedia Study - 2011
• 2,020 Telephone Interviews conducted in Feb 2011

• National Random Sample

• Ages 12+

• 19th Edison/Arbitron Internet and Multimedia Study

• Landline & Mobile Phone Consumers


Nearly Nine in Ten Americans Have Internet Access
% with Internet Access From Any Location

2011 88%
2010 84%
2009 85%
2008 82%
2007 83%
2006 81%
2005 81%
2004 79%
2003 75%
2002 72%
2001 62%
2000 55%
0% 25% 50% 75% 100%

Base: Total Population 12+


Six In Seven Homes With Internet
Access Have Broadband
% Who Have Broadband vs Dial-Up Internet Access at Home

Broadband Dial-Up

100%
84% 86%
82%
78% 76%
75% 68% 69%
60% 58%

48%48%
50%
37% 38%

28% 28%
25% 21% 20%
15% 13%
8%

0%
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Base: Access the Internet From Home


Nearly Two-Thirds of Homes with
Internet Access Have a Wi-Fi Network
“Do you have a wireless network setup (also known as a Wi-Fi Network) in your home?”

Have Wi-FI at Home
65%

Do Not Have Wi-Fi at Home
35%

Base: Access the Internet From Home


Smartphone Ownership Approaches
One-Third of Americans 12+
Mobile Phone Ownership Smartphone Ownership

Yes Yes
84% 31%

No No
16% 69%



Social Networking
Behaviors

More Than Half of Americans 12+ Have a Proﬁle on
One or More Social Networking Sites
% Who Currently Have a Personal Proﬁle Page on Facebook, MySpace,
LinkedIn or Any Other Social Networking Web Site

52%
48%

34%

24%

2008 2009 2010 2011



Social Networking Sees Marked
Year-Over-Year Growth Age 35-54
% by Age Group Who Currently Have a Personal Proﬁle Page on
Facebook, MySpace, LinkedIn or Any Other Social Networking Web Site

80%
78%
76% 77%
2008 2009 2010 2011
68%
64% 65%
63% 63%
57%
54%
51%

44% 45%

34% 35%
32% 31%31%

22%
17%
14% 15%
13%
10%
4% 3% 3%

12-17 18-24 25-34 35-44 45-54 55-64 65+


Facebook Now Reaches the
Majority Of Americans 12+
% Who Use/Have a Proﬁle Page on Each Listed Service

Facebook 51%

MySpace 17%

LinkedIn 9%

Twitter 8%

0% 20% 40% 60%



More Americans 12+ Are Familiar With Facebook
Than Have Access To The Internet

% With Internet Access (from any location) % Familiar With Facebook

Yes
Yes 93%
88%

No
12% No
7%



Facebook Users: Demographics

Age Sex
55 +
12% 12 to 17
14%

45 to 54
14%
18 to 24 Men
19% Women
48%
52%
35 to 44
19%
25 to 34
22%

Base: Have a Personal Proﬁle Page on
Facebook


Facebook Users: Ethnic Composition

African-American
12%

Hispanic
15%

Asian
3%
White Other
65% 5%

Facebook


More Than Four in Ten Americans Who are Familiar With
Facebook At Least “Somewhat” Concerned About Privacy
“How do you feel about the privacy of your personal information on Facebook?”

Don’t Know
12%
Very Concerned
27%

Not At All Concerned
31%

Somewhat Concerned
17%
Slightly Concerned
14%

Base: Familiar with Facebook


Awareness of Twitter Nearly Universal
% Who Have Ever Heard of Twitter

100
92%
87%

75

50

26%
25

5%

0
2008 2009 2010 2011



Twitter Usage Stands At Approximately
20 Million Americans
“Do you currently ever use Twitter?” (% saying “Yes”)

2011 8%

2010 7%

2009 2%

2008 <1%
0%

0% 5% 10%


Three in Ten Twitter Users Access The Service Daily
“How often do you use Twitter?”
Nearly Every Day A Few Times/Week
13% 14%

At Least Once/Week
9%
Several times/day
18%

Less Than Once/Month At Least Once/Month
18% 28%

Base: Have Ever Used Twitter


Monthly Twitter Users: Demographics

Age Sex
55 +
7%
12 to 17
45 to 54
13%
11%

18 to 24 Men
35 to 44
21% Women 46%
20% 54%

25 to 34
28%

Base: Monthly Twitter Users


Monthly Twitter Users: Ethnic Composition
African-American
22%

Hispanic
15%

Asian
3%
Other
5%
White
55%



Twitter Users Appear To Be Growing More Engaged
“Do you ever post status updates to Twitter?”

2010 2011

Yes Yes
47% 70%

No No
53% 30%



Demographic Comparison: Facebook Vs. Twitter
% by Age Group Who Currently Have a Personal Proﬁle Page on Facebook/Use Twitter at Least Once per Month

80%
74%
Facebook Users Monthly Twitter Users
67%

60%

42%

30%

15%
11% 11%
9% 8%
4% 3%
1%

12-17 18-24 25-34 35-44 45-54 55-64 65+


One-Third of Social Networkers Use
Social Sites/Services Several Times Per Day
“How often do you use social networking Web sites or services?”

Several Times/Day
33%
Nearly Every Day
23%

Several Times/Week
18%
Few Times/Month or Less
18%
At Least Once/Week
9%

Social Networking Web Site


Number Using Social Networking Sites “Several Times per
Day” Now Approximately 46 Million Americans
Americans (in millions) who Use Social Networking Sites/Services “Several Times per Day”

46 Million
39 Million

18 million

2009 2010 2011



Habitual Social Networkers Lean Young, Female

Age Sex
55 +
45 to 54 6%
12 to 17
8%
16%

Men
35 to 44
18% 43%
18 to 24 Women
25% 57%

25 to 34
27%

Base: Use Social Networking Sites/Services
“Several Times Per Day”


Frequent Social Networkers: Ethnic Composition

African-American
12%

Hispanic
16%

Asian
2%
Other
White 6%
64%



12-34s Most Active Social Networkers
% by Age Group Who Use Social Networks “Several Times per Day”/Currently Have a Personal Proﬁle Page on Facebook/
Use Twitter at Least Once per Month

Frequent Social Networkers Facebook Users Monthly Twitter Users
80%
74%

67%

60%

42%
37%

29% 29% 30%

19%
15%
11% 11%
9% 8% 8%
6%
4% 3% 2% 1%

12-17 18-24 25-34 35-44 45-54 55-64 65+


Habitual Social Networkers Nearly Three Times
More Likely to Use Twitter as General Population
% Who Use/Have a Proﬁle Page on Each Listed Service/Use Twitter

Facebook 98%

MySpace 45%

Total Population:
8%
Twitter 23%

LinkedIn 17%

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



Frequent Social Networkers Employ Multiple
Devices to Access the Wireless Internet at Home
“How many total devices are connected to the Wi-Fi network in your home?”

One
23%

Mean: 3.5
Two
23%

Five or More
20%

Three
20%
Four
15%

“Several Times Per Day” AND Have a Home
Wi-Fi Network

Frequent Social Networkers More
Likely To Be “Cord-Cutters”
“Think about the telephone service you use at home. What type of telephone service can you be reached on in your home?”

Total Population 12+ Frequent Social Networkers

Only Mobile Phone
36%
Only Mobile Phone
24%
Both Mobile and Landline
70%
Both Mobile and Landline
60%
Only Landline Only Landline
6% 4%

Base: Own a Mobile Phone


Frequent Social Networkers Contribute
More Content Through Status Updates
“Do you ever update your status on social networking sites/services?”

All Social Network Users Frequent Social Networkers

No No
Yes Yes
37% 15%
63% 85%


Status Updating Frequency by Platform - Online
“How often do you go to the social networking Web site to update your status?”

Several Times/Day Nearly Every Day
30% 18%

Never
7%
Several Times/Week
21%

At Least Once/Month
6%
At Least Once/Week
Several Times/Month 10%
8%

Base: Frequent Social Networkers Who Post
Status Updates to Social Networking Web Sites

Status Updating Frequency by Platform - Clients
“How often do you update your status on social networking sites with a dedicated application on your computer, that is,
NOT through a Web browser?”
Several Times/Day
7%
Nearly Every Day
4%
Several Times/Week
4%

At Least Once/Week
4%
At Least Once/Month
2%

Never
79%


Status Updating Frequency by Platform - Mobile Phone
“How often do you update your status on social networking sites using a mobile phone?”
Nearly Every Day
12%

Several Times/Week
15%

Several Times/Day
27%

At Least Once/Week
8%

Several Times/Month
5%
At Least Once/Month
6%
Never
27%


Vast Majority of Frequent Social
Networkers Own Mobile Phones
% Who Own a Mobile Phone

Yes
91%

No
9%



The Majority of Frequent Social
Networkers Own Smartphones
% Owning a Smartphone


Yes
Yes 56%
31%

No
69% No
44%


For Frequent Social Networkers, the Smartphone is
Becoming “The First Screen”
“Suppose from this moment on you were given the following two choices...either you could never watch television again OR
you could never use your smartphone again, which would you be more willing to eliminate from your life?”

Keep Smartphone
64%

Keep TV
36%

Base: Frequent Social Networkers,
Own a Smartphone


Frequent Social Networkers Are Avid
Purchasers of Mobile Technology
% Owning Each Device
Frequent Social Networkers
Total Population 12+

iPod
56%
31%
MP3 Player (Non-Apple)
37%
23%
Android Phone
22%
13%
iPhone
19%
9%
BlackBerry
18%
11%
iPad
6%
4%
0% 25% 50% 75%


Mobile Access May Be Contributing to
Frequency of Social Network Usage
“Do you ever access social sites/services via mobile phone?”


Yes Yes
43% 64%
No No
57% 36%


For Those With the Social Habit, the
Mobile Phone is a True Convergence Device
% Who (Item) On a (Mobile Phone/Smartphone) Several Times per Day or More Frequent Social Networkers
All Mobile Phone Owners 12+

Send/Receive Text Messages 83%
53%
Make/Receive Calls 79%
70%
Use Social Networking Sites 47%
12%
Browse The Internet 42%
18%
Listen to Music Transferred/Downloaded to Phone 20%
9%
Play Games 16%
6%
Listen to Pandora 8%
3%
Watch Video 7%
3%
Purchase an App 4%
2%

0 20 40 60 80 100


Three in Ten Americans Familiar With
Location-Based Services/Applications
“Are you familiar with social networking services that allow you to post a status update and your current location, such as
Foursquare, Gowalla or Facebook Places?”

2010 2011

Yes
30%
Yes
7%

No
93%
No
70%



Approximately 10 Million Americans Have Posted
Status Updates That Also Provided Their Location
“Have you ever used such a service [as Foursquare, Gowalla or Facebook Places] to post a status update that
also gave your location?”

No
Yes 96%
4%



Nearly Two in Ten Users of Location-Based Services
Use Them Almost Every Time They Go Out
“How often do you check into location-based services such as Foursquare, Gowalla or Facebook Places?”

Sometimes
42%

Almost Never
40%

Almost Every time I Go Out
18%

Base: Have Ever Used an Online Service to Post
a Status Update That Also Gave Location


Frequent Social Networkers are Plugged in to
Brands and Companies on Social Networks
“Do you follow/friend any brands or companies on social networks?”


Yes
Yes 43%
25% No
75% No
57%


Facebook the Leading Social Network for
Interaction with Brands and Companies
“Which social networking site or service do you use most to connect with brands?”

Facebook 80%

Twitter 6%

LinkedIn 3%

Other 5%

Don’t Know 6%
0% 25% 50% 75% 100%

Base: Follow Companies/Brands on any Social
Networking Site


Facebook the Leading Social Network for
Inﬂuencing Buying Decisions
“Which one social network site or service inﬂuences your buying decisions the most?”

Facebook
24%

Other
4%

None
72%

Base: All Social Network Users


Frequent Social Networkers are
Out-Of-Home Consumers
“In the last month, have you been...” Frequent Social Networkers

83%
To a Fast Food/Casual Dining Restaurant
76%
81%
In a Convenience Store
70%
60%
To a Coffee Shop or Sandwich Shop
49%
53%
In an Office Building Lobby
45%
46%
In a Movie Theater Lobby
32%
28%
To a Health Club
18%
23%
At an Airport
19%
19%
To a Stadium/Arena
15%

0 20 40 60 80 100


Frequent Social Networkers Also More Likely
to be Activated by Mobile Promotions
“In the last month, have you used a smartphone to interact with a video display, such as to get more information, access a
coupon, or play a game?”

Frequent Social Networkers
18%

8%

0% 20% 40%


Half of Frequent Social Networkers Have
Listened to Pandora Internet Radio
“Have you ever listened to Pandora using a desktop, notebook or tablet computer, through a cell phone, through your
television or from any other source?


Yes Yes
24% 49%

No No
76% 51%


Edison Research - The Social Media Research Authority
• The effectiveness of social media must be measured both online AND offline
to truly track how the social presence of a brand influences a consumer’s
decision-making process.

• Social Media Monitoring alone can provide metrics like share of conversation,
and possibly even online sentiment, but offline measures should also be
incorporated to gauge the linkage between sentiment and to determine the
actual value social media efforts have for brands.

• Edison’s custom social media research process provides a true measure of
the return on social media engagement - online, and at the cash register.

• Visit www.edisonresearch.com/social_media_research.php for more!


Thank you.
twebster@edisonresearch.com
TWITTER: WEBBY2001

The Social Habit 2011 by Edison Research

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