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,