The Social Media Data Stacks

A Research Collection for Marketers

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The Social Media Data Stacks
“The Social Media Data Stacks” is part of Watershed Publishing’s Data Insights series featuring trends, data and research. This collection brings together months of surveys, reports and insights released by nationally

recognized research and marketing organizations focused on keeping pace with the latest data about social
media – its growth and use.

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D ATA I N S I G H T S

The Social Media Data Stacks
Social media is a powerful force. Consider these facts. Social media site users spend an average of 5.4 hours a month engaged in networking sites. Facebook attracts 734.2 million unique visitors a month. Half of TV viewers tweet about TV shows. It is little wonder that marketers work so hard to keep pace of the social media momentum. In MarketingCharts’ “The Social Media Data Stacks” you will get the latest data on the incredible reach and influence of Facebook and other social media sites, as well as critical information on how marketers are reacting to and budgeting for social media. One of the most surprising statistics is that 68% of CMOs report that they feel “unprepared” for the challenges of social media marketing. Many of the 45 charts and accompanying analysis will help provide you with key data that can explain why social media marketing is so challenging, and when done well, so rewarding. We hope you’ll find the information in this data stack helpful to your social media marketing efforts. Enjoy! The HubSpot Team , .

Table of Contents
Facebook, et. al. Facebook and the ROW Big Time Facebook Dominance The Facebook User: 5 More Hours on Sites Companies & Social Media Marketing Facebook Global: 734 Million Visitors Facebook USA: 140 Million Visitors Trends, Short & Long Rise and Fall; Facebook’s Steady Climb M-o-M, LinkedIn Makes Headway Average Time Spent: 5.4 Hours/Month Facebook Scores Lowest for Satisfaction Google+ Jumps to 8th, 1269% Spike Google+ Grabs 15 Million Visitors Google+ Audience Tends to be Affluent Consumers & Social Media Marketing Who is Measuring Social Media Value? 68% of CMOs Challenged by Social Media Top Performing CMOs Not Too Far Ahead Brand Sentiment Valued, not Measured Social Media Data Feeds Strategy Google Alerts is Tool of Choice SocNets Ads Lag Behind Other Formats How are Marketing Budgets Affected? 2 in 3 Will Increase Email Marketing Facebook: 281% Ad Spend Growth About HubSpot Our Data Partners Sponsorship Information Sponsors and Partners Twitter Bursts Suit TV Discussions LinkedIn Top Choice for Journalists SocNet Users Want Deals, Discussion Social Sites Impact 35% of Shoppers On Average, 29% Seek Purchase Advice Active SocNet Users Take It Offline Sports, Education Lead Discussions

User Stats & Data
Site Usage Grows from 8% to 65% Females, 18-34, Most Active on SocNets 55+ Users Double Mobile Visits 9 in 10 Parents Seek Friends, Family 7 in 10 Parents Seek Some LOLs Half of Viewers Tweet about TV Shows

Consumers Expect Something for “Like”
Consumers React to “Like” Marketing 1 in 4 Expect Weekly or Monthly Updates 27% of User Time is Spent on Newsfeed 4 in 10 Use Facebook for Social Sign-in 51% Access Facebook via Mobile 8 in 10 Connect to Brands on Facebook

FACEBOOK, ET. AL.

4 user minutes per month.3 minutes per month. web users monthly minutes in billions.5 billion Facebook Yahoo Google AOL Media 53.Facebook and the ROW Top 10 U. YouTube ranks sixth.5 17. Facebook is dominating the web brands. less than one-third Facebook’s total. claiming 9.4 9.1 billion 3. The Social Media Data Stacks 6 . home and work Source: The Nielsen Company We start with a big number first: 53.2 12.5 9.2 billion minutes per month. In looking at a data snapshot of monthly aggregate time spent on a site for Facebook and the ROW (rest of the web).5 11.5 4. Web Brands by Aggregate Time Spent U.S.1 4. Facebook MSN/Windows Live/Bing YouTube Ebay EA Apple Microsoft has toppled some big names.3 4. The Nielsen Company data show that even Yahoo users come in a distant second with an average of 17.S.

Big Time Facebook Dominance Top 5 U. the others trail 53. None even come close to 1 billion minutes per month.679 LinkedIn The Social Media Data Stacks 7 . which is more than double the roughly 325 million monthly minutes spent by users of number five social networking/blogging site LinkedIn.457.156 Twitter 325. May 2011 Source: The Nielsen Company Looking specifically at social networking/blogging sites.793 Facebook Blogger 623. 723.258 Facebook much more dramatically. Blogger ranks second with about 724 million monthly minutes. home and work.525 Tumblr 565. Social Networks and Blogs Total minutes (000).S.

The average Facebook user spent seven hours. Nielsen 2:53 2:12 1:48 1:44 1:41 1:18 1:06 0:45 0:31 data shows that for the second straight month. YouTube also ranked in the top 10 with an average of one hour. 52 minutes and 52 seconds. August 2011 Source: The Nielsen Company Facebook AOL Media Yahoo Google MSN/Windows Live/Bing YouTube Wikipedia Apple Microsoft Amazon 7:46 In measuring time spent per user. 41 minutes of user time for the month. per month. averaged two hours.The Facebook User: 5 More Hours on Site Top 10 Web Brands by Time Spent Time per viewer. Facebook dominated U. web brands in average monthly time during August 2011. 46 minutes on the site. AOL Media Network. The Social Media Data Stacks 8 . hh:mm.S.

Twitter.073 61. followed by Chinese site QQ.441 119. followed by Windows Live Profile at 119. 2 position reaching 144.600 734. Meanwhile.8 million visitors. an increase of 33% from the previous year.Facebook Global: 734 Million Visitors Top 10 Global Social Networks By unique visitors (000).754 37.com microblogging with 74.240 A September 2011 report from comScore logs 734.2 million unique visitors to Facebook.467 84.com reached more than 84 million visitors globally to secure the Orkut Yahoo Pulse no.821 71.035 51.4 million visitors (up 56%).com microblogging MySpace Renren Vkontakte 144. Professional social network LinkedIn.356 74.com climbed its way to the no. 4 spot. June 2011 Source: comScore Facebook Twitter Windows Live Profile LinkedIn QQ. The Social Media Data Stacks 9 .5 million visitors.526 66.com globally in June 2011.

336 2011. almost triples the average monthly audience (50 million) of its nearest competitor.617 22. With this audience.397 7. 50.601 Wikia Facebook Blogger Twitter Wordpress MySpace LinkedIn Tumblr Six Apart Typepad Yahoo Pulse The Social Media Data Stacks 10 . Facebook reaches 70% of active internet users.S. Q3 2011 Source: The Nielsen Company Looking at the top 10 U.870 8.578 8.250 17. Blogger.786 11. social networking/blogging sites during Q3 140. Nielsen reports that Facebook.417 19.Facebook USA: 140 Million Visitors Top Network & Blog Sites Average monthly unique visitors (000).055 23. with an average monthly audience of more than 140 million.

TRENDS. SHORT & LONG .

Facebook’s Steady Climb Top Social Networking Sites and Forums By US market share of visits (%). but dropped off. 70% 60% 50% 40% 30% 20% 10% 0% Facebook YouTube MySpace Yahoo! Answers Twitter Linkedin The Social Media Data Stacks 12 . This chart compiles the monthly data since 2008. 2008-2011 Source: Experian Hitwise Experian Hitwise tracks the top 10 social networking sites each month. but excludes a number of sites that have appeared in the top 10.Rise and Fall.

34% 0.44% 0.2% 19. LinkedIn Makes Headway Top Social Networking Sites and Forums By US market share of visits (%).74% 0.23% 1.40% 0.66% 1.36% 1.0% Facebook YouTube Twitter Yahoo! Answers Tagged Linkedin MySpace iVillage myYearbook Mylife Experian Hitwise data shows more movement up for LinkedIn.M-o-M.74% 0. a trend noticeable in the past year.33% The Social Media Data Stacks 13 .41% 0. August & September 2011 Source: Experian Hitwise August 2011 Facebook YouTube Twitter Yahoo! Answers Tagged MySpace Linkedin myYearbook iVillage Mylife 64.7% 1.64% 0.5% 20.61% 0.57% 0. September 2011 65.46% 0.04% 0.03% 0.

1% 16. America Asia-Pacific Latin America Mid East-Africa Share of visitors Share of minutes The Social Media Data Stacks 14 .5%). followed by North America (21. by Region % of total.1% 11.8% 10.4 hours on social networking sites during the month of June.5%) is only roughly half as large as its share of visitors.4 Hours/Month Share of Visitors and Time Spent. internet users averaged 5.2% Europe N. Examining regional social network usage trends. Europe takes a leading 38. Interestingly.Average Time Spent: 5.1% share of minutes.1% 32.4% 18. according to comScore. 21. June 2011 Source: comScore Globally.2% 9. 38.1% Asia-Pacific’s share of minutes (16.5% 12.5% 30.

com all companies measured.2011 Source: ACSI / Foresee Results Based on customer satisfaction scores. The report found that Google.Facebook Scores Lowest for Satisfaction Social Media Customer Satisfaction Scores Index: 100-point scale. The Social Media Data Stacks 15 . is one of the highestscoring companies overall.com is not measured individually. 77 70 70 78 73 74 72 here is one area where Facebook does 67 64 66 63 not win. is the lowest-scoring site in the social media category as well as of Aggregate Wikipedia. Research Note: Twitter. LinkedIn and other players are represented within the aggregate category score. However. Facebook. MySpace had a sample size too small for inclusion in the 2011 study.com MySpace. hands down. which scored 83 points. as well as in the “All Others” category. according to the 2011 American Customer Satisfaction Index (ACSI) E-Business Report. because many Twitter users access the service through other websites or platforms. despite a 3% improvement year-over-year. Twitter. 2010 v.org 2010 All others 2011 Facebook.org YouTube.

Google+ emerged as a player in the Social Network and Forums category in late September. market share of visits.36% 64. with a 1269% growth from the week ending September 17 to the week of September 24.66% 0. Opening access created a massive spike in market share of visits for the site. 1269% Spike Top Social Networking Sites and Forums U. 2011 Source: Experian Hitwise Facebook YouTube Twitter Yahoo! Answers Tagged Linkedin MySpace Google+ myYearbook iVillage 19. a day after the site went from “invitationonly” to "open access" and became available to everyone.03% 0. Google+ went from ranking as 54th most visited site in the Social Networking and Forums category to 8th place. Experian Hitwise reported. The Social Media Data Stacks 16 . The site also received nearly 15 million total US visits last week.Google+ Jumps to 8th.39% 0. In just one week.6% 1.S.60% 0. Week ending September 24.9% Enter Google.22% 1.73% 0.55% 0.

according to Experian Hitwise.01 19.80 16.Google+ Grabs 15 Million Visitors Top Social Networking sites and Forums Total visits. sites that received about 16 million and 18 million visits.758 530 Google+ also received nearly 15 million total US visits during the week of its initial public offering. Google+ also created a decent challenge to 33. millions Week ending September 24.86 million total visits. respectively.33 14.08 28.34 MySpace and LinkedIn. 2011 Source: Experian Hitwise Facebook YouTube Twitter Yahoo! Answers Tagged Linkedin MySpace Google+ myYearbook iVillage 1. not quite half of what Twitter attracted in that time. Google+ received 1. The Social Media Data Stacks 17 .98 10. for week ending July 16. During the invite-stage of the launch.66 17.58 10.

particularly $150k and up.4% The highest share of visits to Google+ in its first month came from those between the ages of 25-34 and those 26. over-indexing for those earning a household income of $60k and over.7% 12. Four weeks ending July 16 % of visitors to Google+ compared to Experian "online population" data. according to analysis from Experian Hitwise.9% 27. The Social Media Data Stacks 18 .6% 12. who were more likely than the overall online population 18.3% to visit.Google+ Audience Tends to be Affluent Google+ Site Visitor Statistics. July 2011 Source: Experian Hitwise 38.9% 12. The audience to Google+ tends to be more affluent.7% between 18 and 34.3% 14.2% 18.2% 18.

USER STATS & DATA .

Out of all the “daily” online activities that Pew polls 16% 8% 9% 2% 2005 2006 2007 2008 2009 2010 2011 13% about. up almost 7% from one year ago (61%). 43% of online adults use social networking. Ever Yesterday The Social Media Data Stacks 20 . only email (which 61% of internet users access on a typical day) and search engines (which 59% use on a typical day) are used more frequently than social networking tools. and this is about eight times the 8% 46% 43% 38% 29% 27% who said they used social networking sites in 2005. Facebook or LinkedIn. 2005-2011 Source: Pew Internet & American Life Project Pew Research found that two-thirds of adult internet users (65%) now use a social 65% 61% networking site like MySpace. Looking at usage on a typical day.Site Usage Grows from 8% to 65% Social Network Site Use Growth % of online adults.

Most Active on SocNets U.S. During Q3 2011. and people 103 88 108 104 98 100 91 101 103 94 aged 18-34 have the highest 102 101 96 concentration of visitors among all age groups.Females. Q3 2011 Source: The Nielsen Company Females make up the majority of visitors to social networks and blogs. according to Nielsen data. Demographics Base: U. women were 3% more likely than average to use social networkers. Social Network Use by Age.S. 18-34. and 18-to-34-year-olds were 8% more likely than average. The Social Media Data Stacks 21 . social media users.

″ That’s a 45% 41% 44% 37% jump of 109% year-over-year. 16% Other demographic groups experiencing notably large growth in mobile social networking compared to Q3 2010 include Asian/Pacific Islanders (76%). Q3 2011 Source: The Nielsen Company Another important area to watch – the convergence of social and mobile.55+ Users Double Mobile Visits Social Network Growth. by Age. Ethnicity % change. according to data from Nielsen’s “The Social Media Report Q3 2011. and 18-to-34year-olds (61%). 35-to-54-year-olds (68%). whites (67%). 109% More than twice as many people age 55 and older visited social networks on their mobile phone in Q3 2011 76% 61% 68% 67% 70% compared to Q3 2010. The Social Media Data Stacks 22 . Q3 2010 v.

Family Social Media Use for Friend/Family Reasons % of respondents. The Social Media Data Stacks 23 . Family contact closely follows as a reason to use social networks by 92% of parents and 87% of non- parents. 91% of parents and 86% non-parents who are social networkers.” this is even more likely among social networkers who are parents. use social networks to find and/or maintain old friends. Finding new friends is somewhat less Find/maintain old friends Parents Family contact Non-parents Find new friends Total popular. cited by 78% of parents and 66% of non-parents. 91% 89% 92% according to NM Incite’s “State of Social Media 87% 88% 78% 66% 70% 86% Survey. October 2011 Source: NM Incite Social networks are most likely to be used for reasons interaction with friends and family.9 in 10 Parents Seek Friends.

gathering “how-to” info and following celebrities. October 2011 Source: NM Incite Adults are turning to social network sites for entertainment. 76% 63% 73% 67% 59% 64% 54% 43% 47% 47% 45% 45% 39% 34% 35% 13% 17% 16% Entertainment Creative outlet Gaming How-to info Following celebrities Dating Parents Non-parents Total The Social Media Data Stacks 24 . Interestingly. only 16% of social networkers are there for dating. gaming.7 in 10 Parents Seek Some LOLs Social Media Use for Lifestyle/Entertainment Purposes % of respondents. creative outlets.

according to TVGuide.com.com User Research Study” indicates 50% of Twitter users discuss a show they are watching. at the moment. A high percentage of Twitter users who tweet while watching a TV show discuss the show they’re watching. July 2011 Source: TVGuide.com Social media networks. more often than Facebook users who log in during a TV show. The “TVGuide. still complement traditional TV viewing. one-third more than the 35% of Facebook users. The Social Media Data Stacks 1 .Half of Twitter Users Discuss TV Shows Social Media Commentary while Watching TV % of respondents.

The Social Media Data Stacks 25 . at the moment.com. one-third more than the I talk about the show I'm watching Twitter users I talk about something else Facebook users 35% of Facebook users. A high percentage of Twitter users who tweet while 50% 50% watching a TV show discuss the show they’re watching.com Social media networks. July 2011 Source: TVGuide. The “TVGuide. more often than Facebook users who log in 35% during a TV show.Half of Viewers Tweet about TV Shows Social Media Commentary while Watching TV % of respondents. still complement traditional 65% TV viewing. according to TVGuide.com User Research Study” indicates 50% of Twitter users discuss a show they are watching.

On Facebook. and 47% during.com TVGuide found that social media users are 69% 62% 68% more likely to talk about their favorite shows on Twitter and Facebook before and after the show airs rather than during the show. July 2011 Source: TVGuide.Twitter Bursts Suit TV Discussions Social Media Commentary about TV Programs % of respondents. 69% after. 47% 47% On Twitter. 62% said they engage before the show airs. 68% after. and 24% during (almost 50% less). Twitter users Facebook users Before the show During the show After the show The Social Media Data Stacks 26 . only 47% engage before the 24% show airs (24% less than Twitter users).

92% of business journalists have a LinkedIn account. but it is LinkedIn is a top choice for some media professionals. 92% 85% 84% according to the Arketi Web Watch Media Survey. Flickr and MySpace. Journalists use Twitter at almost the same rate – 84%. August 2011 Source: Arketi Web Watch Twitter may have gotten a great deal of use during press coverage of world events. Facebook follows with 85% of journalists using the site. 58% 49% 28% 20% 18% 15% 14% LinkedIn Facebook Twitter YouTube Blog site Flickr Digg MySpace Delicious Foursquare The Social Media Data Stacks 27 .LinkedIn Top Choice for Journalists Social Media Use by Journalists % of respondents. Generic blog sites have higher usage rates than branded social media sites such as Digg.

COMPANIES & SOCIAL MEDIA MARKETING .

Who is Measuring Social Media Value? Use of Social Media Measurement Frameworks % of respondents. The Social Media Data Stacks 29 . Only 44% of companies considered Novice 16% 84% advanced in their integration of social media. according to “A Intermediate 26% 74% Framework for Social Analytics” from Altimeter Group. We have We don't have agree they have standard measurement frameworks to help benchmark social media deployments. and many companies grapple with Advanced 44% 56% measuring its value. but there are still no marketing rules carved in stone. August 2011 Source: Altimeter Group Social media sites are wildly popular. A majority of companies do not have standard frameworks in place to measure the value of social media. as well as 26% of intermediate companies and 16% of novice companies.

This is second only to the 71% who are challenged by the socalled marketing “data explosion. The Social Media Data Stacks 30 .” 59% 57% 56% 56% 56% 55% 54% 50% 47% A large portion of CMOs also feel ROI accountability Customer collaboration and influence Privacy considerations Global outsourcing Regulatory considerations Corporate transparency unprepared for growth of channel and device choices (65%). shifting consumer demographics (63%) and financial constraints (59%).68% of CMOs Challenged by Social Media Marketing Challenges Reported by CMOs % of respondents. October 2011 Source: IBM Nearly seven in 10 (68%) global chief Data explosion Social media Growth of channel and device choices Shifting consumer demographics Financial constraints Decreasing brand loyalty Growth market opportunities 71% 68% 65% 63% marketing officers (CMOs) feel unprepared for the demands of social media marketing. according to a study released by IBM.

Regarding social media. large percentages of 57% outperformers still feel unprepared for many developing trends.Top Performing CMOs Not Too Far Ahead Marketing "Unpreparedness" by Performance % of respondents who reported "unpreparedness. October 2011 Source: IBM The IBM study found that even when 77% 65% 66% 70% 56% respondents were divided into 73% 72% outperforming and underperforming segments. Outperformers Underperformers The Social Media Data Stacks 31 . 66% of the best performing organizations feel unprepared for social media marketing. and 70% of the underperforming companies reported Data explosion Social media Growth of channel and device choices Shifting consumer demographics being unprepared.

Brand Sentiment Valued. only 49% measure it. A similar 54% 53% 53% 55% 53% 55% 55% 49% 49% 48% 34% 53% also measure engagement with their Facebook brand page and Twitter accounts. but in Volume of traffic from social media Engagement with Facebook brand page Engagement Frequency of with Twitter social media account(s) brand mentions Brand sentiment Engagement with LinkedIn account(s) terms of a current practice. Slightly fewer marketers think social media traffic volume is important (53%) than currently measure it. according to research from Adobe and Econsultancy. not Measured Social Media Measurements (% of respondents. We measure this Important The Social Media Data Stacks 32 . July 2011 Source: Adobe and Econsultancy More than half (54%) of North American marketers measure the 81% traffic volume generated by social media. Brand sentiment was ranked high in perceived importance (81%).

Other 5% The Social Media Data Stacks 33 . according to data from WebLiquid and RSW/US.Social Media Data Feeds Strategy Actionable Uses of Social Media Data % of respondents. August 2011 Source: WebLiquid and RSW/US Almost 30% of senior marketing executives Communications strategy 27% engaging in social media monitoring incorporate the information into their Customer service enhancements 18% communications strategy. Customer service enhancements – ranging from automated search engine alerts to Media planning 14% Organic search optimization 13% specific data queries and third-party research – followed at close to 20%. Paid search optimization 10% Other relatively popular answers include Display advertising optimization 8% media planning (almost 15%) and organic search optimization (more than 10%).

25. “Not monitoring social media” was the second most-popular response.0% 15.0% 0. August 2011 Source: WebLiquid and RSW/US Senior marketing executives in the 50. with slightly more than 45% reported usage.0% WebLiquid survey named Google Alerts as the most popular social media monitoring tool among survey respondents.0% 45.0% 10.0% 5.0% 40.0% 35.Google Alerts is Tool of Choice Popular Social Media Monitoring Tools % of respondents.0% The Social Media Data Stacks 34 .0% 30.0% 20.

Done any action 59 41 37 41 37 28 17 Clicked on ad Visited advertiser's site Search for more product/service info Became fan on a socnet Went to retail location to see/purchase Purchased online Shared ad via email. socnet Sent an email. text to advertiser Called advertiser for more info 45 38 28 18 17 16 11 9 8 26 22 16 10 10 9 5 5 4 22 19 13 4 7 7 5 4 4 27 19 12 3 5 4 3 4 3 23 17 11 4 5 4 3 3 3 15 12 8 12 6 5 5 4 4 7 8 6 4 5 4 4 3 3 according to a study from the Internet Advertising Bureau (IAB). August 2011 Source: Internet Advertising Bureau Video Email ad ad Search ad/ Sponsored Web/ Social Mobile Banner ad media ad ad Action Total Social media advertising prompts consumers to become a fan on a social media network. The Social Media Data Stacks 35 . but otherwise performs below most other types of digital ads.SocNets Ads Lag Behind Other Formats Consumer Actions by Ad Type % who reported action in past six months. 41% of both video and search ad viewers have taken some type of action resulting from the ad in the past six months. For example. while on 28% of social media ad viewers were inspired to act. Twitter.

The Social Media Data Stacks 36 . Only 1% plan to decrease their use of SEO and 8% have no plans to utilize it. with 27% having no 3% Increase Decrease Stay the same No plans to utilize plans to utilize online advertising.How are Marketing Budgets Affected? Planned Use of SEO Marketing. Online Advertising % of respondents who are actively social media marketing. April 2011 Source: SocialMedia Examiner SEO Marketing Online Advertising SocialMedia Examiner found that seven in 10 (71%) marketers who use social media plan to increase their use of search engine 8% 27% 20% 46% 1% 71% 24% optimization (SEO) in the near future. 24% will keep online advertising levels the same and 3% will decrease them. Slightly less than half (46%) of social marketers plan on increasing their online advertising efforts.

it would seem that many businesses are not yet sold on the idea of virtual Increase Decrease Stay the same No plans to utilize events. April 2011 Source: SocialMedia Examiner Email Marketing Webinars Nearly two in three social marketers (64%) plan on increasing their email marketing efforts in the near future. with another 41% planning on increasing their use of these tools and 16% keeping their usage the same. and 5% have no plans for email. Webinars % of respondents who are actively social media marketing. Some.2 in 3 Will Increase Email Marketing Planned Use of Email Marketing. 3% percent. Four in 10 (42%) of social marketers have 65% 3% 16% 1% no plans to use webinars. 27% will keep 5% 27% 42% 41% its usage the same. The Social Media Data Stacks 37 . plan to decrease email usage.

with impressions up 22% 11% 11%. All clients Same Client Spend Impressions The Social Media Data Stacks 38 . Facebook advertising spend is up 22% YOY on a same-client-basis. 200% Facebook ad spend of all clients increased 281% year-over-year in Q2. according to IgnitionOne.Facebook: 281% Ad Spend Growth Facebook Advertising Growth % change. spending on and impressions of Facebook ads both increased dramatically between Q2 2010 and Q2 2011. Q2 2011 Source: IgnitionOne 281% Looking at ad growth on Facebook. while Facebook ad impressions of all clients grew 200%. Q2 2010 v.

CONSUMERS & SOCIAL MEDIA MARKETING .

Consumers Expect Something for “Like” Consumer Expectations for Brand Liking % of Facebook users. Results from “The Meaning of Like” indicate that a leading 58% of Facebook likers expect both access to exclusive content. September 2011 Source: ExactTarget Expect access to exclusive content. person) Expect the co. events or sales Expect discounts or promotions through Facebook Expect to receive updates about the co..g. to show up on my profile 58% 58% 47% 39% 38% 37% 37% 36% 28% 27% 24% EaxctTarget reports that more than six in 10 (63%) Facebook users who “like” a brand or product on Facebook expect something in return. Do not expect anything to happen Expect the co. to contact me through other channels The Social Media Data Stacks 40 . Only 37% do not expect anything to happen. to send more relevant content based on my public profile Expect to interact with page owner (e. events or sales. to the newsfeed Expect the company to post updates. brand. photos or videos to newsfeed Expect to share with friends. and discounts or promotions through Facebook. family and/or coworkers Expect the name of co. to access data in my public profile Expect the co.

July 2011 Source: ExactTarget You click a Facebook Like button placed by the company 10% elsewhere on the web The ExactTarget survey found that the 42% 48% highest percentage of respondents. a rather low 15%. “always” expected a marketing initiative after liking a You like a comment/photo/article posted by a company on Facebook company at its Facebook page source. Always Sometimes Never The Social Media Data Stacks 41 . You go to a company Facebook page and like the company Only 9% always expect marketing after 15% 46% 39% logging a reaction to Facebook content. 9% 41% 50% but that dropped to 10% for a click on a “Like” button elsewhere on the web.Consumers React to “Like” Marketing What Constitutes Permission to Market on Facebook? % of respondents.

while 26% say once a week or less.1 in 4 Expect Weekly or Monthly Updates Marketing Contact via Social Networks % of respondents (n=2.997) June 2011 Source: ROI Research and Performics The highest percentages of online consumers say products. services and companies should communicate via social networks once a month or less and once a week or less. 28% 26% 13% 11% 7% 3% 6% 4% 2% More than once a day Once a day Every other day Twice a week Once a week Twice a month Once a month or less Never Other The Social Media Data Stacks 42 . 28% of online consumers say social network communication should be conducted once a month or less. according to a study from ROI Research and Performics.

27% of engagement on Facebook. Homepage/Newsfeed Profiles Photos Apps & Tools All Other The Social Media Data Stacks 43 . followed by profile viewing (21%). photo viewing (17%) and usage of apps and tools 10% 21% 17% (10%).27% of User Time is Spent on Newsfeed How Users Spend Time on Facebook % of total engagement.com occurred on the homepage and Newsfeed. In May 2011.S. users’ time spent within Facebook is on the individual’s homepage 25% 27% which features the newsfeed. September 2011 Source: comScore comScore research found that the largest portion of U.

Google 39% 12% Yahoo About four in 10 (39%) users of the Janrain Engage social connection service used Facebook for social sign-in (SSI) during Q2 Twitter Windows Live 2011. This was 30% more than the 30% of users who used number two SSI site Google. PayPal) Yahoo (12%) and Twitter (8%) remain well behind in third and fourth place. LinkedIn. rather than having to create a new account. respectively. SSI allows users to 5% 8% 5% Facebook sign into a restricted access site using existing sign-in data. Q2 2011 Source: Janrain Social sign-in is another growing activity among social media users.4 in 10 Use Facebook for Social Sign-in Social Sign-in Preferences across Web % of users. The Social Media Data Stacks 44 . 30% Other (AOL.

Twitter reached 12. smartphone owners (50.S. Twitter Reach among Smartphone Users 3-month average.7% of European 31.7% smartphone owners accessed Facebook on their device in the three-month period ending June 2011.5% 7.S. On average. slightly more than half of U.4% Meanwhile.9% growing mobile audience. U.51% Access Facebook via Mobile Facebook. Facebook and Twitter brands have developed a 50. smartphone users European smartphone users Facebook Twitter The Social Media Data Stacks 45 .4% of the European smartphone audience. ending June 2011 Source: Experian Hitwise According to comScore analysis. 12.9%) and 31.5% of the smartphone audience in the US and 7.

May 2011 Source: Edison Research and Arbitron Edison Research and Arbitron 6% 3% 5% found that 80% of US social network users preferred to connect with brands through Facebook.8 in 10 Connect to Brands on Facebook Preferred Social Network for Brand Connection % of social network users. with Twitter in a tie with “Don’t Know” for a very distant second place. 6% 80% Facebook Twitter LinkedIn Other Don't know This dwarfs all other social media networks. The Social Media Data Stacks 46 . at 6% of users.

both positive and negative. and participate with the desire to view and contribute to reviews of products and Learn about products services. Discussion Social Media Use for Products/Services Information % of respondents. with 58% overall usage (64% of parents and 56% of non-parents).SocNet Users Want Deals. 68% of social media users Get coupons/promos (71% of parents and 64% of nonparents) go to social networking sites to read product reviews and more than half use these sites to provide product feedback. Give positive feedback Give negative feedback 57% 49% Parents Non-parents Getting coupons is also popular. The Social Media Data Stacks 47 . October 2011 Source: NM Incite NM Incite found that social network Read consumer feedback 71% 64% 64% 59% 64% 56% 59% 52% users see the platforms as a useful shopping and research tool.

the Facebook newsfeed influences another 13% and Twitter. and post tweets) About six in 10 (59%) online shoppers say 59% 42% 26% 15% 13% 13% 9% 9% user-generated customer product reviews have a significant or good impact on their buying behavior. another 9%. PowerReviews User-generated product reviews Online customer Q&A on product website Community forums (conversations between customers) User-generated videos Facebook company fan pages Facebook newsfeed (friends talking about products) Mobile (iPhone app. The Social Media Data Stacks 48 . text alerts) Twitter (monitor. The social media sites. respond to. June 2011 Source: e-tailing group. according to the e-tailing group and PowerReviews. altogether. influence the buying behavior of 35% of online shoppers: Facebook fan pages affect 13% of online shoppers.Social Sites Impact 35% of Shoppers Community. Social Tools that Impact Buying % of respondents. Community forums influence 26% of shoppers.

with appliances the most popular at 46%.On Average. The only other vertical which more than four in 10 online consumers said they go to social networks to receive purchase advice for was electronics (42%). 29% Seek Purchase Advice Social Networks as a Source of Purchasing Advice % of respondents who sought advice. June 2011 Source: ROI Research and Performics Social networks are a resource. 46% 42% 39% 34% 33% 33% 31% 30% 28% 28% 26% 25% 24% 23% 22% 21% 19% 17% The Social Media Data Stacks 49 . Less than half of online consumers obtain purchase advice on products in any vertical covered by the survey. with an average of 29% of consumers seeking buying advice.

Active SocNet Users Take It Offline Lifestyle Habits of Active Social Network Users % of total. They are 45% more likely to go on a date. giving opinions on politics and current events (26%). The Social Media Data Stacks 50 . according to Nielsen. Q3 2011 Source: The Nielsen Company More likely to be heavy spenders on music Already follow a brand More like to be heavy spenders on clothing. attending professional sporting events (19%) and working out at a gym or health club (18%). Other areas where heavy social network users show more likelihood of participating include giving opinions on TV programs (33%). shoes and accessories. current … More likely to attend a pro sports event More likely to work out at a club 75% 53% 47% 45% 33% 32% 26% 19% 18% Active social network users. are 75% more likely to spend heavily on music and 47% more likely to heavily spend on clothing. compared to average internet users.… More likely to go on a date More likely to give opinion about TV… Already follow a celebrity More likely to give opinion on politics.

Other verticals generating social network discussions with a high rate of consumers include entertainment (74%). automotive (67%) and electronics (63%). Education Lead Discussions Product Discussion via Social Networks % of respondents who had discussion in vertical June 2011 Source: ROI Research and Performics The ROI research survey asked consumers about their discussions on a variety of vertical products on social networks. About eight in 10 (79%) online consumers indicated they discuss educational institutions and sports-related products. 79% 79% 74% 67% 63% 57% 57% 57% 48% 47% 46% 45% 43% 41% 32% 31% 27% 27% The Social Media Data Stacks 51 .Sports.

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we consistently follow and locate new data sets from our partners in order to publish the most relevant resources for our readers.com  WebLiquid and RSW/US At MarketingCharts.com is part of the Watershed Publishing network of business-to-business online trade publications. Please contact Sarah Roberts at sarah@watershed-publishing. The Social Media Data Stacks is from Watershed Publishing’s Data Insights series.Data Partners Our data sources for “The Social Media Data Stacks” are: ACSI / Foresee Results  Adobe and Econsultancy  Altimeter Group  Arketi Web Watch  etailing group and PowerReviews  ExactTarget  IBM  IgnitionOne  Internet Advertising Bureau  Janrain  The Nielsen Company  NM Incite  Pew Internet & American Life Project  ROI Research and Performics  SocialMedia Examiner  TVGuide.com that are also featured in this report: MarketingCharts. including our data partners at MarketingCharts. 53 .com to become a sponsor of a Data Insights package.

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