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
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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