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ONLINE AND SOCIAL


Online and social a few questions...: • How do the Social Networking sites compare? How much duplication is there between sites? • What are the media habits of Social Networking users? What else do they do on the internet? • What is the size of double-screening? • Do Facebook users have real friends? • Are there differences in use of internet-enabled devices between Social Networking users?


A quick look at the 4 main social networking sites: •Their relative size •Their frequency of use

•Their duplicated cover •Their contrasting demographic make-up


Relative size of social networking websites:

Claimed frequency of use – at least once a week Base: Adults 15+ Source: TouchPoints4


Facebook also dominates the frequency of use: 100% 9.9% 90% 9.0% 80%

31.4%

25.5% 43.3%

8.3%

70% 60%

21.8%

50%

15.4% 11.0%

40%

A Few Times A Month/Once A Month

24.0%

About Once A Week 13.3%

25.1%

18.0%

30% 51.0%

A Few Times A Week

24.9%

20% 24.2%

10%

12.4%

0% Facebook

Twitter

Less Than Once A Month

YouTube

Claimed frequency of use Base: users of each named website Source: TouchPoints4

15.4% 11.7% 4.5% Linkedin

Several Times A Day/Daily


Most of people on Twitter and Linkedin are also on Facebook: Websites visited at least once a week: 34.2% of the 15+ pop use Facebook but not on Twitter or Linkedin Almost 80% of Facebook users doesn’t use Twitter or Linkedin. 7.2% of the 15+ pop use both Facebook and Twitter. Almost 9% of Twitters don’t use Facebook or Linkedin. 1% use all 3 websites Almost 26% of Linkedin users don’t use Twitter or Facebook. Only 1.8% of adults can only be reached via Twitter or Linkedin. FB, LinkedIn & Twitter – at least once a week Base: 15+ Source: TouchPoints4


An ageing SN population...: 5%

7%

27%

28%

11% 34%

55+ 35-54 15-34

Median age:

69%

66%

55%

2008

2010

2012

28

29

33

Age profile of SN users (at least once a week) Base: 15+ Source: TouchPoints4


Linkedin users are a lot older: median age 43

33 29

Facebook

Linkedin

Twitter

Median age of named websites (at least once a week) Base: 15+ Source: TouchPoints4

31

Youtube


Spend less time

Linkedin users are also a lot more upmarket:

Less people Gender and social grade indexed on Adults 15+ for each users of each named website (at least once a week) Source: TouchPoints4


Media habits of people who use social networking sites


SN’s place in the media landscape

SN has an average weekly reach of 43.6%. SN users (15+) spend 57 minutes on social networks per day.

Note: OOH is defined as travelling or somewhere else outdoors

Weekly reach% and hours per user per day for each medium (ediary) Base: adults 15+ Source: TouchPoints4


Even better for 15-24s

The numbers are higher for 15-24s: Weekly reach = 80.5% (... Almost as big as Radio) Av. daily time per user = 1h18mins

Note: OOH is defined as travelling or somewhere else outdoors

Weekly reach% Weekly and reach% hours and perhours user per per user day for pereach day for medium each medium (ediary) Base: 15-24s Base: 15-24s Source: TouchPoints4 Source: TouchPoints4


The size of SN compared with TV: 15+

15-24s

51.8 SN represents

41.4

SN represents

11%

35%

of TV time for 15+

of TV time for 15-24s 14.6

5.8

TV

SN Hours per head for TV and SN (ediary Base: 15+ and 15-24s Source: TouchPoints 4

TV

SN


Spend less time

More internet but less print:

tv

Less people Reach and hours per user for each medium Base: SN users (at least once a week) Source: TouchPoints4


Double screening: a small share of TV but a third of social networking time: People are using SN 3.6% of the time they watch TV

People are watching TV 31.9% of the time they use SN

with SN: 3.6%

Total TV hours

with TV: 31.9%

Total SN hours

15-24s have the highest double screening share on TV with 9.8%

35-44s have the highest double screening share on SN with 40.5%

Using total hours for TV, SN and TV&SN Base: 15+ Source: TouchPoints4


What do SN users do on the internet? SN&IM

%reach index Social Networking (Facebook, Twitter etc.)

163

Instant Messaging

145

Downloading Music/Video/Content

141

Accessing media

Watching Video Clips/Movies

137

Playing Games

128

Watching Television

126

Listening To Radio/Music/Podcasts

125

Looking At Magazine Content/Sites

120

Looking At Newspaper/Content Sites

118

Seeking Info On Sports

117

Seeking Info On News/Weather

113

Using The Internet For Work

110

General Surfing/Browsing

110

Buying Products/Services Online

109

Banking/ Paying Hhold Bills Online

Using Email Seeking Info On Products/Services

107 103 102

SN users over-index internet users on all internet activities – mainly to SN and to access content.

Reach per user for each activity on the internet (ediary) Base: SN users (at least once a week) indexed against internet users Source: TouchPoints4


Social Networking: the real world vs the digital world


More online SN goes hand in hand with more F2F: 90.0

90.0

SN – daily users 80.0

70.0

70.0

60.0

60.0

50.0

50.0

40.0

People who use SN daily also spend more time talking f2f

40.0

30.0

30.0

20.0

20.0

10.0

10.0

0.0

0.0 00:00 01:30 03:00 04:30 06:00 07:30 09:00 10:30 12:00 13:30 15:00 16:30 18:00 19:30 21:00 22:30

Reach%

80.0

00:00 01:30 03:00 04:30 06:00 07:30 09:00 10:30 12:00 13:30 15:00 16:30 18:00 19:30 21:00 22:30

Reach%

SN - light to non users

Talking/Chatting (Face To Face)

Talking/Chatting (Face To Face)

Social Networking (Facebook, Twitter etc.)

Social Networking (Facebook, Twitter etc.)

Communicating activities by half hour - Average weekday (ediary) Base: SN less than once a month or never vs daily / several times a day Source: IPA TouchPoints4


Do FB users have REAL friends? YES! Very Close Friends, Not Counting Family Members 501+

171

251-500

130

101-250

104

51-100

96

11-50

<10 non users

87

Number of very close friends does correlate with number of FB friends

81 91

Mean number of very close friends by number of FB friends (index) Base: 15+ Source: TouchPoints4


Do FB users have REAL friends? YES! Conversations about brands may not all take place online but people can form their opinions based on what their FB friends post about brands and then relay these opinions in the offline world. 217 169 104

100

111

82 54

non users

<10

WOM Conversation catalyst index 11-50

51-100

101-250

251-500

501+

The more FB friends you have, the more of a conversation catalyst you become Conversation Catalyst by number of FB friends (index) Base: 15+ Source: TouchPoints4


‘WOM factor’ increases with frequency uses FB: People who use facebook more often also have a larger social network in the real world and are more likely to be “conversation catalysts”. 140 122

75

80

117

76

WOM Conversation catalyst index never

less than once a month

a few times a month

about once a week

a few times a week

several times a day

The more often you use FB, the more of a conversation catalyst you become Conversation Catalyst by frequency of using FB (index) Base: 15+ Source: TouchPoints4


Social Networking and online devices


Different devices are better at doing different things Email

Soc Net + IM

20%

30%

16%

30%

17%

13%

20%

16%

13%

15%

15%

5%

10%

13%

pc/laptop

Media

mobile/smartphone

tablet

10%

games console

internet-enabled tv

30% of online time on mobiles is dedicated to SN + IM Share of internet hours by device (ediary) Base: 15+ Source: TouchPoints4 â&#x20AC;&#x153;mediaâ&#x20AC;? = downloading music/video/content, watching tv, listening to radio/music/podcasts, looking at newspapers content sites, looking at magazine content sites, watching video clips/movies


Spend more time

SN users more likely to use portable devices

More people Reach and hours per user for each device used to access the internet Base: facebook users (at least once a week) indexed against internet users Source: TouchPoints4


In conclusion (part 1):  Social Networking sites have different profiles – in terms of demographics but also frequency of use. Overall, the average Social Networking user is getting older...  each Social Networking site fulfills a different social need and there is overlap between sites – however almost 80% of Facebook users don’t use Twitter or Linkedin.  the amount of time spent on Social Networking already equates to 35% of the time that 15-24s spend watching TV.


In conclusion (part 2):  Double screening accounts for almost 10% of the time 15-24s spend watching TV.  Social Networking users over-index internet users on all internet activities – not just to use Social Networking sites but also to access content.  A large online social network does carry through in the real world.  Time spent online on mobile phones is mainly related to Social Networking and Instant Messaging.

TouchPoints4 online and social  

presentation about online and social activities using IPA's TouchPoints4 www.ipatouchpoints.co.uk