Nielsen: The State Of Social Media 2011 by paidcontent

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									State of Social Media 2011



Radha Subramanyam
SVP, Analytics & Insights
Nielsen, NM Incite


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                                         Title of Presentation
                             Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Social networks and blogs still the top
destination Online
Heading here




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                        The State of the Media: The Social Media Report
                                 Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Females and
18-34 year olds
most active
social networkers




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                    The State of the Media: The Social Media Report
                             Copyright © 2011 The Nielsen Company. Confidential and proprietary.
U.S. Internet users spend more time on
Facebook than any other web brand




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                       The State of the Media: The Social Media Report
                                Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Mobile social media
use is on the rise
Heading here




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                      The State of the Media: The Social Media Report
                               Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Social networking
app usage up 30%
Heading here




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                    The State of the Media: The Social Media Report
                             Copyright © 2011 The Nielsen Company. Confidential and proprietary.
More women view video on social
networks, but men watch longer




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                     The State of the Media: The Social Media Report
                              Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Active social media users are influential
offline




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                         The State of the Media: The Social Media Report
                                  Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Emerging social network
Tumblr nearly tripled its unique U.S. audience over the last year




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                                           The State of the Media: The Social Media Report
                                                    Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Social networking around the world




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                       The State of the Media: The Social Media Report
                                Copyright © 2011 The Nielsen Company. Confidential and proprietary.
State of Social Media 2011
Benchmark Survey




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                             Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Social media use is largely driven by
real world connections                                                                               More Females
What is social media used for?
% Social Media Users Ever Doing Activity                                                             More Males
Family / Friends                           Lifestyle / Entertainment


            Family Contact                    Entertainment


  Find/Maintain Old Friends                  Creative Outlet


         Find New Friends                            Gaming

                                                                                          Men are more likely to
                                               “How To” Info
 Products / Services                                                                        use social media for
                                                                                          careers / networking,
                                           Follow Celebrities                               and dating – while
 Read Consumer Feedback                                                                  women use social media
                                                                                           for a creative outlet,
                                                      Dating                              for coupons/promos
      Learn about Products                                                                 and to give positive
                                                                                                 feedback
     Get Coupons, Promos                   Career / Networking

    Give Positive Feedback
                                           Business Contact
   Give Negative Feedback
                                                  Find a Job                                                          12


                                                                Social Media Benchmark Survey 2011
                                                            Copyright © 2011 The Nielsen Company. Confidential and proprietary.
   Real world interactions drive online friendships, while offensive,
   sales-oriented and depressing comments drive friend removals
Why do Facebook users add friends?                    Why do Facebook users remove friends?
% Facebook Users                                      % Facebook Users

            Know in real life                              Offensive comments
                                Chart Title
                                                                Don’t know well
             Mutual friends
                                                     Trying to sell me something
        Business networks
                                                         Depressing Comments

    Physical attractiveness                                  Lack of interaction
                                           The
                                         average             Political comments
   Increasing "friend" count            Facebook
                                        user has
                                                              Breakup / Divorce
                                       130 friends
            Friend everyone
                                                          Don’t like their friends

           Quality of photo                                                                                      More Females
                                                        Update profile too often

                                                     They add too many people                                    More Males
    Their number of friends

                                                     They Don’t update enough                                                         13


                                                                             Social Media Benchmark Survey 2011
                                                                            Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    3 in 5 online consumers create review/rating content about
    products and services online                  Additional % that consume
What type of review / rating content is created online?                           online reviews / ratings2
% Social Media Users1
                                        Restaurants                                                26

                                   Home electronics                                                20
     Chart Title
                                    Food/beverages                                                 24

                                      Entertainment                                                33

                                       Travel/leisure                                              28

                                         Appliances                                                16

                                        Automobiles                                                21

                                    Clothing/fashion                                               22

                                   Beauty/cosmetics        Creation of content                     20
                                                           about toys, jewelry
                                   Financial/Banking        and baby care is                       19
                                                           concentrated – far
                                                Toys          more people                          22
                                                             consume this
                                 Jewelry/accessories      content vs. creating                     23
  % that create online reviews
                                          Baby care                                                16               14


                                                           Social Media Benchmark Survey 2011
                                                          Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Consumers seek product info via social media for to
determine the best price, value and quality offering
Why do consumers seek product information?
% Social Media Users Seeking Product Info Online1

                         Find best value

                        Find lowest price

                  Find quality of product

                     See if worth buying

         Reduce chance of bad decision
                                                                        Younger consumers
                Get opinions from others
                                                                          are more driven to
                                                                         research products to
          Learn what’s best for me/family                                 get opinions from
                                                                        others, while females
                   Check product safety                                    are more likely to
                                                                         research products to
                     Prompted by TV ad                                  check product safety
                                                                        information / reviews
  Find community that uses same product

                  Prompted by online ad
                                                                                                              15
                   Prompted by radio ad



                                                     Social Media Benchmark Survey 2011
                                                    Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    Social media users are interested in assisting companies
    with new product development
I get asked my opinion on new products             I want to give product improvement recs
% Social Media Users                               % Social Media Users

     18-34                                             18-34



     35-54                                             35-54

                             Females are more
      55+                   likely than males to         55+
                              tell others about
                            products that they
                           like (81% of females
                              vs. 72% of males)
I am a trendsetter                                 I want to customize products
% Social Media Users                               % Social Media Users

     18-34                                             18-34


     35-54                                             35-54


       55+                                               55+

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                                                                   Social Media Benchmark Survey 2011
                                                                  Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Thank you!
To see the full State of the Media: The Social
Media Report Q3 2011
http://blog.nielsen.com/nielsenwire/social/




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                                     Copyright © 2011 The Nielsen Company. Confidential and proprietary.

								
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