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This report examines growth in social media since 2009, identifying the activities and behaviors that have caught fire in the last two years. More importantly, it reveals the users who are driving the trends. Demographic and psychographic profiles of "social animals" in the United States are revealed and defined. Not only is social media a "melting pot" of the old and young and of friends past and the present, it is also a mix of individuals with different motivations for sharing.For the full report, go to http://www.netpopresearch.com
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© Netpop Research, LLC
Social AnimalsWho’s Sharing What and Why Online?
Cate RiegnerVP Brand Insights, Co-Founder
Netpop Research, LLC
© Netpop Research, LLC Netpop | Connect 2011
Netpop | Connect 2011In 2009, Netpop released a series of reports examining social media in the United States and China. We are pleased to continue our investigation here, with updated data and analyses into this growing and important area of Internet usage.
For 2011, we’re paying closer attention to important themes surrounding social media, including privacy, motivations, and social marketing. It is truly a brave new world for companies aiming to connect with consumers on social sites.
Our reports parse the data across multiple demographic subgroups, product categories and even psychographic segments. Yet we’ve deliberately kept these reports short and sweet. Our goal is to enable you to capture the gist of our findings quickly and efficiently. We know how busy you are.
We hope you will find the data insightful and constructive. If you leave wanting more, please visit us at NetpopResearch.com/reports. There you’ll find more reports from our 2011 series and information about our custom research services.
Thanks for your interest and support.
Josh Crandall,CEO, Co-FounderNetpop Research, LLC
© Netpop Research, LLC Netpop | Connect Social Animals U.S. 2011
Today, nearly 3 in 4 contribute content online through a variety of social media activities
n=1253 Base: U.S. broadband users Source: Netpop Research, 2011
73% Contribute Content or
Information Online(123.4 Million)
How They Contribute Online:Upload audioUpload videoPost to a wiki
Publish a blogUpload photos
Upload podcastsUpdate locationsPublish a website
Tag articles, videosPost to a micro-blog
Send/forward emailsLive in a virtual worldPost to a blog, forum
Rate or review a productShare files in P2P network
Use SN sites/publish personal page
91% of full-time students age 18-24 share online
There are 169 million* U.S. broadband users age 13+ …
*Pew Internet & American Life Project, U.S. Census
© Netpop Research, LLC Netpop | Connect Social Animals U.S. 2011
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10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Social Media Activities: 2009 ― 2011
2009 (n=4384)
2011 (n=1253)
n=1253 Base: U.S. broadband users Source: Netpop Research, 2011
Micro-blogging saw the strongest gains since 2009
Growth from 2009
Micro-blogging has grown dramatically
since 2009
-25%
Percent of growth
Percent who do the activity
+400%
-50%
0%
50%
100%
150%
200%
250%
300%
350%
400%
© Netpop Research, LLC Netpop | Connect Social Animals U.S. 2011
0% 10% 20% 30% 40% 50% 60%
Post to a wiki
Upload podcasts
Live in a virtual world
Publish a website
Upload audio
Publish a blog
Share files in P2P network
Post to a micro-blog
Post to a blog, forum
Update locations
Tag articles, photos, videos
Upload video
Rate or review a product
Upload photos
Post to SN sites
Send/forward emails
Social Media Activities by Gender
Male (n=609)
Female (n=644)
Base: U.S. broadband users Source: Netpop Research, 2011
As a group, women are more likely to share online than men
Note: Color coding of the text indicates the most active subgroup
Percent Who Contribute
Avg. # of Activities
66% 3.4
78% 3.3
Send/forward emails
Post to SN sites
Upload photos
Rate or review a product
Upload video
Tag articles, photos, videos
Update locations
Post to a blog, forum
Post to a micro-blog
Share files in P2P network
Publish a blog
Upload audio
Publish a website
Live in a virtual world
Upload podcasts
Post to a wiki
However, women do the same number of social media activities as men
© Netpop Research, LLC Netpop | Connect Social Animals U.S. 2011
Now that you have been introduced to social media contributors we hope you are interested in learning more. A similar report for China is available, along with other social media reports. Other reports are available at NetpopResearch.com/reports.
Netpop Research analysts are also available to help you interpret insights, perform custom data inquiries, or conduct primary research that addresses your organization’s particular marketing needs.
If you share our passion for learning more about the digital consumer, we invite you to contact us.
Josh CrandallCEO, Co-Founder
Netpop Research, LLC322 Cortland Avenue
San Francisco, CA 94110415-647-1007
© Netpop Research, LLC Netpop | Connect Social Animals U.S. 2011
MethodologyFindings from Netpop 2011 | U.S. are based on an online survey of 1253 broadband users, age 13 and older, in the United States conducted in January 2011. Netpop is fielded to respondents who are members of research panels and thirteen years of age or older. Respondents are selected using our proprietary sampling process to ensure that participants of the survey are representative of the Internet population in the target country based on age and gender. Respondents who started each survey were asked one question to identify those who access the Internet via a high-speed or broadband connection (any connection greater than 56 kilobits per second). Respondents who indicated they “usually” use a high-speed or broadband connection completed the survey. Respondents were offered a cash incentive to complete the study. Based on randomly chosen samples of these sizes, there is 95 percent confidence that the results are statistically accurate to within approximately 2.77 percent of the entire U.S. broadband population if the entire population had been polled.
Similar surveys were conducted in October 2008, August 2007 and July 2006 with 4384, 4068 and 4190 U.S. broadband users respectively. As a rule of thumb, a difference of four percentage points between years is statistically significant.
For a list of questions asked of respondents, please contact us. [email protected]
