Q4 2009 Edition
SOCIAL MEDIA MARKETING FACTBOOK A comprehensive compilation of trends, data, charts and facts from Internet marketing’s most trusted sources.
CONTENTS A letter from our President
Page 3
A letter from our Director of Research
Page 5
Online Overview
Page 7
Social Media Marketing
Page 29
Research Sources
Page 67
Our Team
Page 83
Data Index
Page 85
漏 2009 MARKETINGPROFS LLC 路 ALL RIGHTS RESERVED.
Online Overview 1-11
How Consumers Spend Time Online 2004 vs. 2009
This chart demonstrates how consumers are
Percent of respondents
allocating their online time across various types of activities. Consumers now spend more than 40% of their time online on content
42%
Communication
27%
sites. Usage went up in the last five years from 37% to 42%. But, consumers spend less time
37%
Content
42%
on Communications, which went down from
17%
Commerce
13%
46% to 27%. A major factor that took time from consumers’ communication use is the
2004 4% 5%
Search
rise of social networking sites or community sites. According to the Online Publishers
Community
2009
0% 13%
Association, community sites account for 13% of Internet users’ time in 2009, up from virtually nothing in 2003.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Source: OPA (Online Publishers Association) Internet Index Methodology: Collected from 1,000 Internet users, August 2009
© 2009 MARKETINGPROFS LLC · ALL RIGHTS RESERVED.
Page 18
Online Overview 1-14
U.S. Interactive Marketing Spend 2009–2014
The following chart shows the five-year forecast for U.S. Interactive Marketing Spend by Forrester Research. This forecast provides us an overview of where media dollars are predicted to be spent. Search marketing continues to lead interactive spend, with social media predicted to see the highest rate of growth.
Total Trended by Year (in $U.S. Millions) $34,000 $32,000 $30,000 $28,000 $26,000 $24,000 $22,000 $20,000 $18,000 $16,000 $14,000 $12,000 $10,000 $8,000 $6,000 $4,000 $2,000 $0
Search marketing Display advertising Email marketing Social media Mobile marketing 2009
2010
2011
2012
2013
2014
Source: Forrester Research Methodology: Forrester's Interactive Advertising Model; July 7, 2009
© 2009 MARKETINGPROFS LLC · ALL RIGHTS RESERVED.
Page 21
Social Media Marketing 4-16 4-1
U.S. Use of Social Media Content by Age
Park Associates asked 2,447 consumers how
Percent of Respondents
they use social media. The results, shown on the chart below, found that all age groups
45%
Watch videos
consume roughly the same types of content, in the same rank order, but that the level of consumption significantly increases with age.
32%
View photos
content. Video is the most lopsided medium,
45% 16%
Post photos
37%
11%
Publish blogs 7%
Upload videos
0%
10%
72%
65%
35-54 25-34 18-24
51%
45%
31% 30%
with only a small fraction of viewers actually creating or posting video.
55%
33%
Read blogs
Interestingly, the majority consumes usergenerated content, yet the minority create
64%
19% 21% 20%
30%
40%
50%
60%
70%
80%
90%
100%
Source: Park Associates Methodology: Collected from 2,447 consumers, March 2009
漏 2009 MARKETINGPROFS LLC 路 ALL RIGHTS RESERVED.
Page 45
Social Media Marketing 4-31 4-1
This chart shows that 81% of all marketers
The Benefits of Social Media Marketing Percent of Respondents
surveyed indicated that their social media efforts have generated some exposure for their businesses. As an awareness-building tactic, social media is working. Looking at other lower-funnel measures, the success rate tends to drop, however.
Generated exposure for my business
81%
Increased my traffic/subscribers/op-in list
61%
Resulted in new business partnerships
56%
Helped us rise in the search rankings
52%
Generated qualified leads
48%
Reduced my overall marketing expenses
45%
Helped me close business
35% 0%
20%
40%
60%
80%
100%
Source: Michael A. Stelzner, "Social Media Marketing Industry Report" Methodology: Collected from 685 marketers, March 2009
© 2009 MARKETINGPROFS LLC · ALL RIGHTS RESERVED.
Page 60
Data Index ONLINE OVERVIEW
Page 7
1-1
Internet Users in the World by Geographic Region
8
1-2
Top 20 Countries With Highest Number of Internet Users
9
1-3
Top 20 Penetration Rates by Country
10
1-4
Make-up of Adult Internet Population by Generation
11
1-5
Home Internet Access: Broadband vs. Dial-up
12
1-6
Home Internet Connection Type by Respondent Age
13
1-7
Broadband and Internet Access by Income
14
1-8
Media Usage by Teens
15
1-9
Leisure Time Spent Online by Country
16
1-10
Internet Usage by Day Part
17
1-11
How Consumers Spend Time Online 2004 vs. 2009
18
1-12
U.S. Adults’ Internet Activities
19
1-13
Moms’ Activities Online
20
1-14
U.S. Interactive Marketing Spend 2009-2014
21
1-15
Which components of your current digital marketing campaigns are delivering the best results?
22
1-16
Which digital channel is your agency best able to track in real time?
23
1-17
Percent of Consumers Who Trust the Following Forms of Advertising
24
1-18
Relative Effectiveness of Digital Marketing Media
25
1-19
Most Important Marketing Tactics
26
1-20
Usage of Web 2.0 Media at Work for Work
27
1-21
Incidence of Digital Cross-Channel Campaigns
28
© 2009 MARKETINGPROFS LLC · ALL RIGHTS RESERVED.
Page 85
Data Index SOCIAL MEDIA MARKETING
Page 83
4-1
Ages of Social Networkers (who have 2 or 3 profiles)
84
4-2
Social Media Usage by Gender
85
4-3
Social Media Users by Average Age
86
4-4
Average Income Among Social Media Users
87
4-5
Online Social Network Usage by Age
88
4-6
Online Social Network Usage by Education
89
4-7
Twitter Activity by Day
90
4-8
Frequency of Use of Social Networking Sites by Age
91
4-9
Accessing Social Sites by Age
92
4-10
Adoption Rate of Social Networks by Age Group
93
4-11
Do you agree that social media provides work/life balance at work?
94
4-12
Time to First Fixation With Sponsored Ads on Social Networking Sites
95
4-13
Proportion of Social Media Users Who Turn to Social Media When Making Purchase Decisions
96
4-14
Adoption of Digital Media by Generation
97
4-15
Percent of Consumers That Cite Influence of Social Media While Online Shopping
98
4-16
U.S. Use of Social Media Content by Age
4-17
How Often Social Network Users Share Recommendations Online
100
4-18
Activities of Social Network Users Worldwide on Social Sites
101
4-19
Consumer Intent While Online
102
4-20
Women Who Participate in Online Social Media by Age
103
4-21
Social Media Habits of Women by Age
104
4-22
Number of Social Networks Women Belong to
105
4-23
Importance of Various Online Activities
106
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99
Page 86
Data Index SOCIAL MEDIA MARKETING 4-24
107
4-25
Percentage of Respondents (By Ethnicity) Who Visit Social Networking Sites at Least 2 or 3 Times a Month Business Professional Baby Boomers Social Networking Usage
4-26
Social Media Use by Fortune 100 Companies
109
4-27
Percentage of Firms Using Social Media
110
4-28
Percentage of Firms Using Social Media for Marketing Activities
111
4-29
Top Challenges In Launching an Integrated Social Media Program
112
4-30
Experience with Social Media Marketing
113
4-31
The Benefits of Social Media Marketing
114
4-32
Effectiveness of Twitter
115
4-33
Media Channels U.S. Marketers Would Like to Use for Building Brands
116
4-34
Opinion of Social Networking Impact on Brand Perception
117
4-35
Product/Brand Recommendations via Social Networking Sites
118
4-36
Propensity for Social Context Interaction with Brand Based on a Category
119
4-37
Viewpoints on At-Work Social Media Use
120
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108
Page 87