Tom webster turks & caicos presentation

The Social Habit 2014 (and what you can do about it)

Tom Webster – Vice President, Strategy

(@webby2001)

© 2014 Edison Research and Triton Digital

Methodology Overview

•  In January/February 2014, Edison Research conducted a national telephone survey of 2,023 people aged 12 and older, using random digit dialing techniques.

•  Survey offered in both English and Spanish languages.

•  Both landlines and cell phones were called.

•  Data weighted to national 12+ population figures.

•  This is the 22nd study in the series dating to 1998.

•  These studies provide estimates of digital platforms and their impact on the media landscape based on self-reported consumer behaviors and attitudes.

© 2014 Edison Research and Triton Digital

How Often Do You Use Social Networking Websites or Services?

29

47

47

38

29

23

15

9

17

23

21

22

18

12

17

9

14

15

13

12

13

17

16

12

4

5

4

3

5

5

4

4

4

2

4

3

5

4

6

3

30

8

10

21

27

37

38

59

2

1

1

3

2

4

4

All Respondents

Age 12-17

Age 18-24

Age 25-34

Age 35-44

Age 45-54

Age 55-64

Age 65+

Several times a day Nearly every day At least once a week At least once per month Less than once per month Never Don't Know

© 2014 Edison Research and Triton Digital

% Age 12+ Aware of…

Facebook, Twitter Lead in Awareness

93

92

77

71

56

53

50

46

41

36

Facebook Twitter

MySpace Instagram

Google+ Snapchat Pinterest LinkedIn

Tumblr Vine

© 2014 Edison Research and Triton Digital

% Age 12+ Using Each Social Networking Site/Service

Instagram Now Tied For Second in Usage

Ever use Vine

Have personal profile on MySpace

Have personal profile on LinkedIn

Have personal profile on Google+

Ever use Twitter

Have personal account on Instagram

Have Pinboard on Pinterest

Have personal account on Tumblr

Ever use Snapchat

Have personal profile on Facebook 58

17

12

12

15

3

10

14

4

58

19

19

17

16

13

13

10

9

6

2013 2014 N/A

Visual content is crucial.

But “visual” is only part of the story.

© 2014 Edison Research and Triton Digital

61

83

Persons 12+ Frequent Social Networkers

% Who Own a Smartphone

Vast Majority of Frequent Social Media Users Own Smartphones

© 2014 Edison Research and Triton Digital

“How often is your cell phone with you or nearby?”

Frequent Social Media Users Nearly Always Have their Mobile Device Within Arm’s Reach

Always 53% Most of the

time 30%

Sometimes 12%

Rarely 2%

Almost never 3%

Base: Own Cell Phone or Smartphone; Age 12+

Always 68%

Most of the time 24%

Sometimes 5%

Rarely 2%

Almost never 1%

Persons 12+ Frequent Social Networkers

© 2014 Edison Research and Triton Digital

% Age 12+ With a Facebook Profile Accessing Service on a…

Over Two-Thirds of Facebook Users Access the Service via Mobile Phone

79

68

38

Desktop or laptop computer

Cell phone

Tablet

© 2014 Edison Research and Triton Digital

% Age 12+ With a Facebook Profile Accessing Service Most…

While Desktop Users Outnumber Mobile Users, Desktop Usage Lags Behind Mobile Usage

On a desktop or laptop computer

40%

On a cell phone 48%

On a tablet 9%

Don't Know 3%

Mobile is about capturing experiences.

© 2014 Edison Research and Triton Digital

79

3

62

33

80

15

46

35

72

27 24 26

61

26

15 18

51

25

7 12

48

23

4 6

31

9 1 2

0

20

40

60

80

100

Facebook LinkedIn Instagram Google+

Age 12-17 Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65+

% By Age Group Using Each Social Networking Site/Service

Social Platform Usage by Age

(Page 1 of 3)

© 2014 Edison Research and Triton Digital

“In the last 24 hours, approximately how many times did you check your Facebook account?”

Most Facebook Users Visit the Service Multiple Times Per Day

Base: Have a Profile on Facebook, Expressing an Opinion

Persons 12+

Mean: 5.6 None 24% Once

22%

Twice 13%

3 to 4 times 14%

5 to 10 times 16%

11 or more times 11%

None 24%

Once 20%

Twice 9%

3 to 4 times 16% 5 to 10

times 13%

11 or more times 18%

Persons 12-17

Mean: 8.2

© 2014 Edison Research and Triton Digital

Better 26%

Worse 36%

About the same* 38%

“Would you say Facebook has been getting better or getting worse lately?”

More Facebook Users Believe the Service is Getting Worse Lately than Improving

Better 33%

Worse 37%

About the same* 30%

Base: Have a Facebook Profile; Expressing an Opinion

*volunteered response

Persons 12+ Persons 12-17

© 2014 Edison Research and Triton Digital

Average Number of Facebook Friends by Age Group

Young Facebook Users Have Lots of Friends

Base: Have a Profile on Facebook

350

521

649

360 277

221

129 103

P12+ 12-17 18-24 25-34 35-44 45-54 55-64 65+

No one is leaving Facebook in “droves”

However…

© 2014 Edison Research and Triton Digital

Better 26%

Worse 36%

About the same* 38%

“Would you say Facebook has been getting better or getting worse lately?”

More Facebook Users Believe the Service is Getting Worse Lately than Improving

Better 33%

Worse 37%

About the same* 30%

Base: Have a Facebook Profile; Expressing an Opinion

*volunteered response

Persons 12+ Persons 12-17

© 2014 Edison Research and Triton Digital

“How much company, brand or product-related content do you see in your Facebook news feed now compared to one year ago?”

Facebook Users Perceive Much More Branded Content Today Than Last Year

A lot more now 43%

A little more 19%

About the same amount

18%

A little less 5%

A lot less now 3%

Don't Know 12%

Base: Have a Profile on Facebook; Age 12+

© 2014 Edison Research and Triton Digital

“Do you follow any companies or brands on any social networking sites such as Facebook or Twitter?”

Over One-Third of Social Media Users Follow Brands

Yes 36%

No 64%

Base: Have Profile on Social Network or Service; Age 12+

© 2014 Edison Research and Triton Digital

“Which one social networking site or service do you use most to connect with brands or products?”

Facebook Remains the Top Platform for Following Brands

76

10

4

1

1

Facebook

Twitter

Instagram

LinkedIn

Pinterest

Base: Follow Companies or Brands on Any Social Networking Sites; Age 12+

This is my data.

© 2014 Edison Research and Triton Digital

How Often Do You Use Social Networking Websites or Services?

29

47

47

38

29

23

15

9

17

23

21

22

18

12

17

9

14

15

13

12

13

17

16

12

4

5

4

3

5

5

4

4

4

2

4

3

5

4

6

3

30

8

10

21

27

37

38

59

2

1

1

3

2

4

4

All Respondents

Age 12-17

Age 18-24

Age 25-34

Age 35-44

Age 45-54

Age 55-64

Age 65+

Several times a day Nearly every day At least once a week At least once per month Less than once per month Never Don't Know

This is your data.

+

= +

+

= +

You need your data.

1. Find your low hanging fruit.

2. Mine social data

VS.

3. Ask Me.

BAD.

BETTER.

BEST.

Your goal is not to find out what sets you apart.

Your goal is to find out what sets them apart.

© 2014 Edison Research and Triton Digital

U NEED TO HAZ MORE TIME?

Free Time: U Can Haz?

1.  U HAZ ALL THE TIME YOU NEED 2. U HAZ TOO MUCH TIME—EVERYTHING GET DONE TWICE 3. U DON’T HAZ TIME ENUF

© 2014 Edison Research and Triton Digital

FREE TIME YOU THINK YOU CAN HAZ

Free Time: U Can Haz?

95%

4% 1%

U NEED MORE TIME CONTENTED LIAR THERE'S ALWAYS ONE

Thank you.

@webby2001 twebster@edisonresearch.com