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Bh social media 0511 without notes
1.
2011 Social Media Matters
Study Elisa Camahort Page, Co-founder and COO May, 2011 Sponsored by
2.
Study objectives To compare
and trend media usage patterns across cross-sections of the population: To show the purchasing behavior of social media users To gauge the level of relevance and passion among different types of media To probe how users feel about technology’s place in their lives and understand their other social and political concerns © 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,
3.
Methodology Samples: Two data
samples collected, compared in 02.2011 U.S. Total Online Population: survey fielded on Nielsen Online panel BlogHer Network sample: survey fielded across 2,500 blogs & 25MM+ audience Age: Men & women 18-76, with segmentation for Millenials (18-27) / Gen X (28-45) / Boomers (46-64) / Seniors (65-76) Sample Size (n) US Online: N=1,254 women and 517 men (1,771) BlogHer: N= 2,763 women and 98 men (2,861) © 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,
4.
Core findings &
summary Blogs and Facebook have joined the ranks of mainstream media, showing continued modest growth. Everyone is an early adopter, thanks to mobile devices. Adoption rates of new services and tools are high, but volatile Blog recommendations lead to good product experience Positive experiences translates into trust Familiar bloggers rule, and are even more engaging than celebrities Technology & media are good things. But passion doesn’t always follow usage We use different media for different purposes We consume some media regularly without really loving it Economic concerns are still paramount Interestingly: BlogHers report substantially less unemployment, and substantially more self-employment © 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,
5.
everyone is an
early adopter
6.
More than Three
Quarters (78%) of the online population are active social media users 164 million: Total U.S. Adult Online Population 87 million: Women online 18-76 128 million:* Total U.S. Social Media Users 69 million: Women using Social Media Weekly + 80 million: Women using Social Media Monthly + 55 million: Women reading blogs Monthly + Source: Social Media Matters 2011, BlogHer Inc., Nielsen US Total Online Population sample, N = 1,771; Weekly or more Social Media Activity; Total online raw numbers based on Nielsen Online @Plan © 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,
7.
Blog usage continues
to rise at the same rate as social networking Source: comScore Media Metrix, Jan ‘10, Jan ’11; unique visitors in millions © 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,
8.
The changing face
of “mainstream” media Source: 2011 Social Media Matters: U.S. Total Online Population Sample vs. BlogHer Network sample *Social Media Games (e.g. Farmville); Nielsen US Total Online N = 1,771; BlogHer sample N = 2,881 © 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,
9.
The general population:
Online media continues to grow steadily Source: 2011 Social Media Matters: U.S. Total Online Population Sample *Social Media Games (e.g. Farmville); Nielsen US Total Online N = 1,771 in 2011, 2010 , N = 1,752 © 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,
10.
BlogHer audience as
early adopters: More volatility in usage patterns Source: 2011 Social Media Matters: U.S. Total Online Population Sample vs. BlogHer Network sample *Social Media Games (e.g. Farmville); Nielsen US Total Online N = 1,771 BlogHer sample N = 2,881 © 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,
11.
What we’re learning:
Everyone is an early adopter Women have an ever increasing appetite for media. Despite few declines in usage, we have made time for new choices. Mobile is driving early adoption & rapid plateaus. Source: 2011 Social Media Matters: U.S. Total Online Population Sample vs. BlogHer Network sample Nielsen US Total Online N = 1,254; BlogHer sample N = 2,881; *Location Apps reflect Men and Women in General Population © 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,
12.
blog recommendations help
13.
Women trust information
& advice from familiar bloggers “How often do you trust the information & advice you get from Blogs you are familiar with?” Source: 2011 Social Media Matters: U.S. Total Online Population Sample vs. BlogHer Network sample Nielsen US Total Online N = 1,254 BlogHer sample N = 1,995 © 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,
14.
Over half of
U.S. women blog readers have purchased a product based on a blog recommendation “Have you ever made a purchase based on a recommendation from a blog?” Source: 2011 Social Media Matters: U.S. Total Online Population Sample vs. BlogHer Network sample Nielsen US Total Online N = 1,254 BlogHer sample N = 1,991 © 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,
15.
General population: Positive
past experiences build trust “Why do you trust the advice & recommendations from Blogs?” Source: 2011 Social Media Matters: U.S. Total Online Population Sample Nielsen US Total Online N =1,254 © 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,
16.
General population readers
turn to bloggers re: media & tech Top 3 Box (All the time/Frequently/Sometimes) Turning to blogs for reviews and recommendations Source: 2011 Social Media Matters: U.S. Total Online Population Sample Nielsen US Total Online N = 1771; Top 5 out of 17 product categories © 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,
17.
BlogHer: Personal affinity
builds trust “Why do you trust the advice & recommendations from Blogs?” Source: 2011 Social Media Matters: BlogHer sample, N = 1,143 © 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,
18.
BlogHer’s audience turns
to blogs for media and tech, but also personal items, like food, clothing, beauty Top 3 Box (All the time/Frequently/Sometimes) Turning to blogs for reviews and recommendations Source: 2011 Social Media Matters: BlogHer sample , N = 1,963; Top 6 out of 17 product categories 14 2011 © Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,
19.
Sweepstakes are the
most enticing online ad format for women, Blogger promotions more effective than celebrity endorsements “What kinds of online advertising formats entice you to learn more about or purchase a product?” Source: 2011 Social Media Matters: U.S. Total Online Population Sample Nielsen US Total Online N = 1,254, Total Women 18+ © 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,
20.
passion & purpose
21.
Blog readers prefer
blogs for almost everything, Facebook is our source for play and friendship “For each of the categories below, which online source is best suited for your purposes?” Source: 2011 Social Media Matters: U.S. Total Online Population Sample, Nielsen Blog readers and/or writers, N = 790 © 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,
22.
Bloggers may use
all forms of media, but it’s social media we’re most passionate about Source: 2011 Social Media Matters: U.S. Total Online Population Sample, Nielsen Blog readers and/or writers, N = 790 © 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,
23.
Online friends get
our attention, No matter how busy we are “Thinking about the amount of time you spend with friends online on a social networking site; would you say it’s more, less or about the same as the time you spend with friends in real life?” Source: 2011 Social Media Matters: U.S. Total Online Population Sample and BlogHer Nielsen US Total Online N = 1,254, BlogHer N = 1,916 Total Women 18+ © 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,
24.
And we’re OK
with that: Social media has overwhelmingly positive impact on our lives “What kind of impact do you think using social media has on your life overall?” Source: 2011 Social Media Matters: U.S. Total Online Population Sample and BlogHer Nielsen US Total Online N = 1,254, BlogHer N = 1,916 Total Women 18+ © 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,
25.
The Key to
Tech Love? It’s All About Connecting “Is there anything about technology that makes you feel hopeful about the future?” Source: 2011 Social Media Matters: U.S. Total Online Population Sample, Nielsen N = 1,771 © 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,
26.
Putting it in
their own words: An overwhelming majority are impacted positively by social media “In a few sentences, please give us a personal anecdote about how social media has impacted your life either positively or negatively.” You can use any form of social media as an example (Blogs, Social Networking, Message boards) Source: 2011 Social Media Matters: U.S. Total Online Population Sample, Nielsen N = 1,771 © 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,
27.
Blogs enhance the
lives of readers and writers Over 1,600 study respondents wrote positive comments about their experiences with Blogs and Social Media Source: 2011 Social Media Matters: BlogHer Network sample N = 1,617 Word cloud from open-ended comments created via Wordle.net © 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,
28.
it’s still the
economy but maybe blogging can help
29.
Men and women
agree on one thing: It’s the economy! “Which of the following social & political concerns are of the greatest concern to you?” Source: 2011 Social Media Matters: U.S. Total Online Population Sample, Nielsen N = 1,771 © 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,
30.
For BlogHer community
members, blogs are the key to helping them cope with some of their strongest concerns Blogs are a better tool for “informing and empowering” than TV, Social Networks, Message Boards, Radio, Newspaper or Magazines Source: 2011 Social Media Matters: BlogHer Network Sample, = 1,897 © 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,
31.
Blogs help provide
economic independence for BlogHers Unemployment among Bl0gHer’s 25+ million Far lower than general population While small business ownership is greater Source: 2011 Social Media Matters: U.S. Total Online Population Sample vs. BlogHer Network sample Nielsen US Total Online N = 1,254 BlogHer sample N = 2,737 © 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,
32.
BlogHer Network Demographic
Landscape BlogHer Network users are younger, better educated, more affluent Source: 2011 Social Media Matters: U.S. Total Online Population Sample vs. BlogHer Network sample Nielsen US Total Online N = 1,771 BlogHer sample N = 2,881 © 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,
33.
What this means
for marketers
34.
Key Takeaways for
Marketers The Year of the Mobile: It’s here. How are you getting…and keeping…our fickle attention? Go to Where the People Are. Don’t always make us come to you. Let the Voice of Real People Shine: Because that’s who other real people trust. Social Media Is Not All the Same. Understand your customer’s intentions when they’re visiting blogs, Facebook, Twitter, etc. © 2011 Social Media Matters Social Study by BlogHer, Inc. Co-sponsored by Ketchum,
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