Social Media Impact On Consumer Electronics: American Market Segmentation Survey by PSB

A MORE SOCIAL FUTURE: HOW THE GROWTH OF SOCIAL MEDIA WILL IMPACT CONSUMER ELECTRONICS JANUARY 2010

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A MORE SOCIAL FUTURE 1•

WHO USES SOCIAL MEDIA AND WHO DOESN’T • •

2

WHAT SOCIAL MEDIA IS USED FOR NOW – AND WHAT IT WILL BE IN THE FUTURE • •

3

Social media today is about making friends and about staying in touch with family It’s also about purchasing: 31% of social media users have made purchases based on social media recommendations received from friends or family

WHERE PEOPLE WANT TO ACCESS SOCIAL MEDIA – AND WHERE THEY’D RATHER NOT • •

4

Social media is becoming ubiquitous, though usage is still driven by younger users Those who have not yet created a profile say they don’t feel the need to broadcast their lives

Users prefer to access their networks through their computers, mostly at home Consumers as a whole remain skeptical about engaging with social media networks on devices beyond a computer.

THE BOTTOM LINE •

6 in 10 believe social media will become more integrated into our lives, meaning big changes are on the way.

Penn Schoen Berland conducted 1012 Internet interviews among the US general population aged 18 and over from December 18-19, 2009. Overall the margin of error is +/-3.1%, or larger for subgroups.

1

WHO USES SOCIAL MEDIA AND WHO DOESN’T

WHO USES SOCIAL MEDIA NETWORKS Nearly three in four respondents report having created an account with a social media network, including 92% of 18-34 year olds.

8

92

18-34

22

78

35-49

50+

26

74

All

57

43 Yes

No

Have you ever created an account for a social media network (Examples include Facebook, MySpace, LinkedIn, Twitter)?

3

WHO USES SOCIAL MEDIA NETWORKS? Social media users describe themselves as less private people than do non-users; they also like being in groups and enjoy interacting online more.

SMN User

SMN Non-User

Are you usually…

Very social

47

42

Rather quiet and reserved

53

58

Are you generally…

A private person

59

65

An open person

41

35

Are you generally…

Very shy person

41

42

Very outgoing person

59

58

Interacting in person

67

84

Interacting online

33

16

Being alone

61

74

Being in a large group of people

39

26

Do you prefer…

Do you prefer…

In a large group, do you more often…

Introduce others

43

40

Get introduced

57

60

4

WHY PEOPLE DON’T USE SOCIAL MEDIA 60% of those who have not dipped their toes into the water say it’s because they don’t feel the need to broadcast their lives.

I don’t feel the need to broadcast my life

60

It's a waste of time

33

I don’t believe it is a genuine way of relating to others

27

I don’t have enough time to devote to it

24

I don’t understand the point of social media networks

22

I don’t understand how to use social media networks

14

I don’t think the content is compelling

14

It does not seem reliable

14

It's too trendy

12

None of my friends/family use it

11

I don’t feel people my age are welcome Security concerns/Not safe Other

9 5 4

Why have you not created an account? Open End response, Asked among non-SMN users 5

WHAT SOCIAL MEDIA IS USED FOR NOW – AND WHAT IT WILL BE IN THE FUTURE

©PEN N , SC H O EN & BER L AN D ASSO C IAT ES, L L C .

6

SOCIAL NETWORKS’ PRIMARY USES Respondents say they primarily turn to online networks to communicate with friends and family members. •

80 70 60

Women are more interested than men in using social media to communicate with others and keep up with events in their lives, while men are more interested in keeping up with news events, finding interesting articles and doing research.

68 66 71

68 61 54

50

50

54 46

40 30

20

20

26 15

15 18 13

14 17 11

10 0 Communicate with Communicate with friends family members

Keep up with events in my friends' lives

All

Keep up with news To find interesting events articles and items on the Internet filtered through people I trust Male Female

To do research

What do you primarily use social media networks for? Asked among SMN users 7

SOCIAL MEDIA: A FAMILY AFFAIR Surprisingly, many more users report being connected to family members on social media networks as compared to friends.

Family

79

Friends met offline

59

Classmates

51

Friends met online

45

Colleagues from a previous job

32

Partner/spouse

25

Colleagues from current job

23

Romantic interests

16

Teachers/professors

12

Bosses

8

Job recruiters

8

Which of the following people are you connected with on social media networks? Multiple responses permitted, asked among SMN users 8

SOCIAL MEDIA’S IMPACT ON FRIENDSHIPS Social media networks have established themselves as venues for the formation of friendships, and users generally believe that they will continue to serve this purpose in the future. •

In contrast, only 7% of users report having lost friends as a result of participation in social media Have you made new friends through social media networks?

Yes 61

No 37

Do you plan on making new friends in the future through social media networks?

Yes 56

DK 16

No 29

Have you lost friends because of social media networks?

Yes 7

No 91

Do you think you could potentially lose friends in the future because of social media networks?

Yes 21

DK 14

No 65 9

Asked among SMN users

SOCIAL MEDIA’S IMPACT ON JOB HUNTING While only 6% of users have already found a job through social media networks, 47% believe it is possible in the future. •

16% of social media users believe these networks could lead to a job loss at some point in the future.

Have you ever found a job through social media networks?

Yes 6

No 94 Do you think you could potentially find a job in the future through social media networks?

Yes 47

DK 21

No 33

Do you think you could potentially lose your job in the future because of social media networks?

Yes 16

DK 9

No 75 Asked among SMN users

10

SOCIAL MEDIA’S IMPACT ON DATING Only 14% of social media users have gone out on a date with someone they’ve met on one of their networks – but 29% say that its possible in the future.

Have you ever gone out on a date with someone you met on a social networking website?

Yes 14

No 86

Do you think you could potentially go out on a date with someone you met on a social networking website?

Yes 29

DK 12

No 59

Asked among SMN users 11

SOCIAL MEDIA’S IMPACT ON PURCHASE DECISIONS 31% of social media users have made purchases based on recommendations they’ve received from friends or family through social media.

•

Including 43% of 18-34 year olds.

100 87

90 80 65

70 60

51

50 40

61

43 34

31

30 20

12

10 0 Yes

No All

18-34

35-49

50+

Have you ever made any purchases based on recommendations you have received through friends or family on a social media network? Asked among SMN users 12

SOCIAL MEDIA’S IMPACT ON PURCHASE DECISIONS 68% of all respondents believe that recommendations received from a social media network are the same or better than recommendations from traditional methods. •

33% of 18-34 year olds think that such recommendations are better than traditional ones.

60

55 50

50

47

47

40 33 30 20

18

17 13

10

13

15

9

6

0 Better

The same All

18-34

35-49

Worse 50+

In general, do you think recommendations received from a social media network are better, worse or the same than more traditional means of recommendations?

13

WHERE PEOPLE WANT TO ACCESS SOCIAL MEDIA – AND WHERE THEY’D RATHER NOT

©PEN N , SC H O EN & BER L AN D ASSO C IAT ES, L L C .

14

SOCIAL MEDIA IS MOSTLY ACCESSED FROM HOME Users overwhelmingly prefer to access the services at home.

•

100 90 80 70 60 50 40 30 20 10 0

Younger users report higher incidences of use in other venues than do members of other age cohorts.

96 95 96 96

27

26 18

19

14 5

Home

Work

21 11

8 5

At a friend's house

All

16 6 3

Library

18-34

7

3 1

Internet Café

35-49

6

11

5 2

In a car

5

10 1 2

At a restaurant

5

9

On public transportation

50+

In what locations do you primarily access social media networks? Asked among SMN users ©PEN N , SC H O EN & BER L AN D ASSO C IAT ES, L L C .

3 1

15

PREFERRED SOCIAL MEDIA DEVICES: NOW AND IN THE FUTURE Social media users currently prefer to access their networks through computers.

• •

Though networks have made concerted efforts to create applications that allow access through Smartphones, 36% of users who own these devices do not use them to access social media.

Just 1 in 3 think it’s likely that they’d use a social media capability if it existed on their television.

88

Desktop Computer

85

Laptop Computer

69

Netbook Computer

64

Smartphone

57

MID (Mobile Internet Device)

26

Mobile Phone Blu-Ray Player

22

69

Desktop Computer

64

Laptop Computer Netbook Computer

46

Smartphone

45

Mobile Phone

44 33

Television MID

31

Video Game Console

19

MP3 Player

29

Portable Game System

19

Video Game Console

28

Do you use these to access social media networks? Asked Among SMN users who own each specific product; Showing Access

If the following device had the capability to access social media networks in the future, how likely would you be to use that capability on this device? Showing Likely

16

SMARTPHONE OWNERS PREFER ACCESSING SOCIAL MEDIA THROUGH COMPUTERS 83% of social media users who own Smartphones say that given the choice, they would prefer to access their networks through a computer. •

Notably for social media companies, 16% say it’s because they are unhappy with the mobile user interfaces.

If you could choose to access social media networks through a Smartphone or Computer, which would you prefer?

Smartphone

16

83

Computer

Asked among SMN users and Smartphone owners

Why do you not access social media networks on your Smartphone?

I would rather access social media networks from a computer

55

Waste of time

18

I am not comfortable being connected to social media networks at all times

18

Not happy with the user interface of social media network applications for Smartphones

16 6

Unreliable network Cost / Additional fees to use Others

4 5

Asked among those who own a Smartphone, are SMN users but do not access SMN on their Smartphone

17

SOCIAL MEDIA INTEGRATION INTO OPERATING SYSTEMS Consumers are also skeptical about social media integration into their operating systems, though nearly 1 in 5 of social media network users have integrated one or more of their social media accounts into their customizable web page such as iGoogle or My Yahoo.

Would you be interested in having a social media network integrated into your operating system?

Yes 27

DK 14

No 60

Do you use a customizable web page from a major web company? (Examples include iGoogle or My Yahoo)?

38

58

Have you integrated any of your social media network accounts into your customizable web page (Examples include iGoogle or My Yahoo)? Asked among SMN users

17

81 18

SOCIAL MEDIA IN A VIDEO GAME? 24% of consumers play videogames on a console over the Internet. •

28% of video game console owners say that the online experience was a key part of their purchase decision.

•

28% of gamers who use consoles to play online have linked their gamer identity to a social media network.

Do you play videogames on a console online over the Internet?

Yes 24

No 76

Was the online experience a key part of your decision to purchase a videogame console? Among those who own a video game console

Yes 28

No 70

Do you link your gamer identity to any social media networks? Among SMN users and those who play video game consoles online over the Internet

Yes 28

No 68 19

MYSPACE IS THE PLACE FOR MUSIC 35% of SMN users have listened to music through one of the networks – a rate driven by MySpace, besting Facebook as well as more music-focused competitors such as Last.fm and new arrival Lala, whose clips are now being served in Google searches.

Do you listen to music through a social media network? Among SMN users

Yes 35

No 63

Have you integrated any music websites into your social media networks? Among SMN users

Yes 17

No 81

71 51 16

MySpace

Facebook

Last.fm

7

4

5

Lala

YouTube

Others

Which social networking media website do you listen to music on? Multiple responses permitted; Among SMN 20 users who have integrated music websites into their social media networks

MUSIC INDUSTRY WON’T FIND ANSWERS IN SOCIAL MEDIA One third of social media users say that they are interested in listening to their music through their networks. •

But the ailing music industry will not find a lifeline in social media, as 55% of users say that such integration will cause their purchase interest to decline.

Would you be interested in being able to listen to your music through a social media network?

Yes 33

DK 11

No 57

Would you be more or less interested in purchasing music if you could link it to social media networks? Asked among SMN users More Interested

30

Less Interested

30 Somewhat

45

15 25

55 Much 21

A QUICK CAVEAT: SOCIAL MEDIA USERS VALUE PRIVACY Although the majority say they use services to interact with others, privacy is still important to social media network users. • •

92% report there are certain things that they do not share on social media networks.

Only 34% say that they spend the majority of their time on such networks posting items about their own life.

There are certain things that I do not share on social media networks

92

I like to read about other people's lives

73

I prefer to use social media to communicate with a large network of people I prefer social media networks that are specific to certain interests

65 63

I prefer social media networks to communicate one on one

63

I enjoy sharing reviews on social media networks

62

I use social media networks to voice my opinions

59

I use social media networks to learn about different products If I had the availability I would always be on social media networks I spend most of my time on social media networks posting things about my own life I am willing to voice anything about my personal life on social media networks

52 37 34 27

Please read the statements below about social media networks in general. Please indicate how much you agree or disagree with them. Asked among SMN users, showing total agree

22

BOTTOM LINE: SOCIAL MEDIA’S IMPORTANCE WILL GROW Social media networks are not a fad – respondents believe these sites will play an important role in the future.

• 6 in 10 believe that social media networks will become more integrated into our lives •

3 in 4 of those 18-34 feel this way.

23

63

Male

24

53

Female

17

74

18-34

20

61

35-49

44

50+

32 17

68

SMN User SMN Non-User

24

58

All

29

43

In the future, social media networks will become more integrated into our lives In the future, we will have become tired of the intrusion of social media networks into our lives Which of the following is closer to your view?

23

SUMMARY 1

Social media’s continued growth will profoundly affect the personal and work lives of American consumers.

2

Social media recommendations will exert an increasing influence over Americans’ purchase decisions.

3

Computers will remain the dominant device for accessing social media, and home the dominant venue.

4

Mobile use will become increasingly popular as Smartphone ownership rises and applications improve.

5

Even as social media becomes a first-order form of interaction, privacy will remain paramount.

24

THANK YOU! BETH LESTER VICE PRESIDENT BLESTER@PS-B.COM 202.375.1836

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