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STATE OF THE MEDIA:
THE SOCIAL MEDIA REPORT
                      2012
SOCIAL MEDIA IS COMING OF AGE
    Social media and social networking are no longer in their infancy. Since the emergence of the first social      How is social media impacting marketing?
    media networks some two decades ago, social media has continued to evolve and offer consumers
    around the world new and meaningful ways to engage with the people, events, and brands that matter              SOCIAL WORD-OF-MOUTH
    to them. Now years later, social media is still growing rapidly and has become an integral part of our          Social media enables consumers to generate and tap into the opinions of an exponentially larger
    daily lives. Today, social networking is truly a global phenomenon.                                             universe. While word-of-mouth has always been important, its scope was previously limited to the
                                                                                                                    people you knew and interacted with on a daily basis. Social media has removed that limitation and
    What’s driving the continued growth of social media?                                                            given new power to consumers.


    MOBILE                                                                                                          HYPER-INFORMED CONSUMERS
    More people are using smartphones and tablets to access social media. The personal computer is still            Social media is transforming the way that consumers across the globe make purchase decisions.
    at the center of the social networking experience, but consumers are increasingly looking to other              Consumers around the world are using social media to learn about other consumers’ experiences, find
    devices to connect on social media. Time spent on mobile apps and the mobile web account for 63                 more information about brands, products and services, and to find deals and purchase incentives.
    percent of the year-over-year growth in overall time spent using social media. Forty-six percent of
    social media users say they use their smartphone to access social media; 16 percent say they connect            OPPORTUNITY FOR ENGAGEMENT
    to social media using a tablet. With more connectivity, consumers have more freedom to use social               Consumer attitudes toward advertising on social media are still evolving. Though roughly one-third
    media wherever and whenever they want.                                                                          of social media users find ads on social networking sites more annoying than other types of Internet
                                                                                                                    advertisements, research suggest that there are opportunities for marketers to engage with consumers
    PROLIFERATION                                                                                                   via social media. More than a quarter of social media users say they are more likely to pay attention to
    New social media sites continue to emerge and catch on. The number of social media networks                     an ad shared by one of their social connections. Additionally, more than a quarter of consumers are ok
    consumers can choose from has exploded, and too many sites to count are adding social features or               with seeing ads on social networking sites tailored to them based on their profile information.
    integration. While Facebook and Twitter continue to be among the most popular social networks,
    Pinterest emerged as one of the breakout stars in social media for 2012, boasting the largest                   Nielsen and NM Incite’s 2012 Social Media Report provides some insight into what is driving our
    year-over-year increase in both unique audience and time spent of any social network across PC,                 collective, global obsession with social media. In the following pages, you’ll get a more detailed
    mobile web, and apps.                                                                                           snapshot of what is helping to power the continued growth of social networking around the world,
                                                                                                                    how consumers’ social media behavior is evolving, and how these changes impact the way brands and
                                                                                                                    consumers engage through social networks.
    How is consumer usage of social media evolving?
                                                                                                                    -Deirdre Bannon
    THE GLOBAL LIVING ROOM
                                                                                                                     Social Media Practice Lead
    Social TV is on the rise. The skyrocketing adoption and use of social media among consumers is
    transforming TV-watching into a more immediate and shared experience. As of June 2012, more than
    33 percent of Twitter users had actively tweeted about TV-related content. Some 44 percent of U.S.
    tablet owners and 38 percent of U.S. smartphone owners use their devices daily to access social media
    while watching television. In the Latin America region, more than 50 percent of consumers say they
    interact with social media while watching TV; in the Middle East / Africa region, more than 60 percent
    do. From global events like the Summer Olympics, to regional events like the Presidential debates in
    the U.S., consumers around the world used social media to engage with everyone from close friends to
    complete strangers, revolutionizing the television viewing experience.

    SOCIAL CARE
    Social Care is transforming customer service. Social media has emerged as an important channel
    for customer service, with nearly half of U.S. consumers reaching out directly to brands and service
    providers to voice their satisfaction or complaints, or simply to ask questions. In fact, one in three social
    media users say they prefer to use social media rather than the phone for customer service issues.




1                                                                                                                                                                                                                              2
More and more people are connecting
    to the Internet—and for longer                                                                                              TOTAL MINUTES SPENT
    amounts of time                                                                                                             ON MOBILE AND PC
    Whether through a computer or mobile phone, consumers continue to spend increasing
    amounts of time on the Internet. Time spent on PCs and smartphones was up 21 percent from
    July 2011 to July 2012. App time more than doubled during this period as more smartphone
    owners entered the market and the number of available apps multiplied.                                                        Total Minutes, U.S.
                                                                                                                                  JULY 2011 | JULY 2012
    Overall Unique U.S. Audience    JULY 2011        JULY 2012
                                                                                                             MOBILE                       58.8 B
                                                                                                              APPS
                                                                                                                                                   129.4 B
                                                                                                              120%

                                                                                                             MOBILE                   23.0 B
                                                                                                               WEB                     28.1 B
                                                                                                                22%
    MOBILE WEB    82%                                MOBILE APPS    85%
    52,435,000 | 95,176,000                          55,001,000 | 101,802,000                                                                                         348.6 B
                                                                                                                       PC
                                                                                                                                                                        362.7 B
                                                                                                                 4%


                                                                                                                        TOTAL
                                                                                                                                                                                430.4 B
                                                                                                                        21%                                                               520.1 B




                                                                                                                                                             17
                                                   213,253,000 | 204,721,000       4%
                                                                                                                                                                       %

                                                                                                                People continue to spend more
                                                                                                                time on social networks than any             of consumers’ PC time is spent on
                                                                                                                other category of sites—20% of               Facebook, the most popular
             PC                                                                                                 their time spent on PCs and                  web brand in the U.S.
                                                                                                                30% of their mobile time.
3                                                                                    © Nielsen 2012   © Nielsen 2012                                                                                4
TIME SPENT




                                                              85.8M
       SOCIAL NETWORKING




                                                                                       81.1M
                                                                                                                                      ON SOCIAL MEDIA
       IS ALL ABOUT
       MOBILE                                                                                                         5.7B                          40.8B                         74.0B


                                                                                                                                                                                                                          121.1B
                                                                                                                                                                                                                                   JULY 2012
                                                                                                         Total                5%
                                                                                                       Minutes                                                                                     JULY 2011
                                                                                                                                                                                          88.4B




                                                                            43.0M
                                                     44.8M
                                                                                                                  4.4B              23.2B                                 59.5B                                               YOY CHANGE




                                                                                                                                   Social Networking Time per Person in HH:MM
    When it comes to accessing social content,
    it's all about mobile—particularly apps. App
    usage now accounts for more than a third of
    social networking time across PCs and                                                                                                   PC                                                       MOBILE WEB & APP
    mobile devices. Compared to last year,
    consumers increased their social app time by
    76 percent, spending more than seven times                                                                         MALE                        6:13                                             6:44
    more minutes on apps than the mobile web.                                                                     FEMALE                                   8:37                                             9:43

    While the social media audience via PC
                                                                                                               AGES 18-24                                         11:01                                         10:15
    declined a slight five percent from a year
    ago, time spent increased 24 percent over                                                                  AGES 25-34                                  9:04                                                   11:05
                                                   MOBILE                 MOBILE
    the same period, suggestinging that users       APPS                    WEB                                AGES 35-44                                   8:12                                           8:46
    are more deeply engaged.                                                                                   AGES 45-54                                  8:34                                   5:20
                                                                                                               AGES 55-64                            6:57                                   4:06
    Distribution                                             JULY 2011 | JULY 2012
                                                                                                                 AGES 65+                   4:18                                           3:42
    of Social
    Media                                               Unique U.S. Audience for                                      WHITE                          7:24                                                7:47
    Time                         34%
                                                          Social Networking                           AFRICAN-AMERICAN                                    8:07                                            8:20
    Spent              61%                                                                                       HISPANIC                            7:19                                                         11:13
                                    5%
                                                               163.6M | 171.8M                                        ASIAN                           7:49                                          6:42


5                                                                                   © Nielsen 2012   © Nielsen 2012                                                                                                                            6
A LOOK AT THE TOP SOCIAL NETWORKS                                                                                                Unique U.S. Audience (in millions)
                                                                                                                                                                                                           TOTAL
    The list of most-visited social networking sites is pretty much the same whether people are
                                                                                                                                                            MOBILE APP                                     MINUTES SPENT
    going online through a PC browser, through their mobile web browser or using an app. Mobile
    usage once again proves to be a key component of social as each of the top networks via mobile                                                          AUDIENCE (000)   YOY CHANGE
    web saw significantly greater growth compared to its PC audience over the last year.
                                                                                                                                                Facebook    7 8 3 8 8        88%          Top 5 U.S. Social Networking Apps
                                                                                                                                                                                          Ranked on Total Minutes
                                              UNIQUE PC VISITORS, U.S.                      YOY CHANGE                                            Twitter   2 2 6 2 0        134%
                                              (AUDIENCE 000)                                                                                                                                               Total Minutes       YOY % Change
                                                                                                                                               foursquare   1 0 3 8 8        118%
                                                                                                                                                                                            Facebook            27.0B                  61%
          FACEBOOK                 1 5 2 2 2 6                                               -4%
                                                                                                                                                Google+
                                                                                                                                                Pinterest
                                                                                                                                                               9 7 1 8
                                                                                                                                                               4 9 4 6
                                                                                                                                                                             86%
                                                                                                                                                                             1,698%          Twitter            3.6B                   48%
                                                                                                                                                                                           foursquare           1.9B                  154%

             BLOGGER                       5 8 5 1 8                                         -3%
                                                                                                                                                            MOBILE WEB
                                                                                                                                                                                            Pinterest
                                                                                                                                                                                             Google
                                                                                                                                                                                                               721.0M                 6,056%

                                                                                                                                                                                            Latitude          599.2M                   -2%

              TWITTER                      3 7 0 3 3                                         +13%
                                                                                                                                                Facebook
                                                                                                                                                            AUDIENCE (000)

                                                                                                                                                            7 4 2 7 4
                                                                                                                                                                             YOY CHANGE

                                                                                                                                                                             85%

                                           3 0 9 4 5
                                                                                                                                                                                          Top 5 U.S. Social Networking Sites via Mobile Web
                                                                                                                                                  Twitter   4 2 3 6 6        140%
        WORDPRESS                                                                            +10%                                                                                         Ranked on Total Minutes
                                                                                                                                                 Blogger    1 9 9 7 9        100%                          Total Minutes       YOY % Change

                                                                                                                                                Pinterest   1 4 3 1 6        4,225%         Facebook

                                           2 8 1 1 3
                                                                                                                                                                                                                4.1B                   9%
             LINKEDIN                                                                        0%
                                                                                                                                               Wordpress    1 1 9 9 5        96%             Twitter          486.2M                  139%

                                                                                                                                                 Linkedin      9 6 7 1       114%            Blogger          170.0M                   89%
           PINTEREST                       2 7 2 2 3                                         +1,047%                                              Tumblr       8 5 1 2       162%            Tumblr           164.6M                   78%

                                                                                                                                                   Wikia       5 3 2 5       n/a             Reddit           138.0M                  342%

            GOOGLE+                        2 6 2 0 1                                         +80%*                                                Reddit
                                                                                                                                                Myspace
                                                                                                                                                               4 2 7 5
                                                                                                                                                               3 5 0 1
                                                                                                                                                                             153%
                                                                                                                                                                             57%

                                           2 5 6 3 4
                                                                                                                                                                                          Top 5 U.S. Social Networking Sites via PC
               TUMBLR                                                                        +55%                                                                                         Ranked on Total Minutes

                                                                                                                                                                                                           Total Minutes       YOY % Change


                                            1 9 6 8 0
                                                                                                                                                                                            Facebook
             MYSPACE                                                                         -13%
                                                                                                                                                                2012
                                                                                                                                                                                                               62.2B                   23%

                                                                                                                                                                                             Tumblr             2.1B                   65%
                                                                                                                                                                Pinterest
                                                                                                                                                                                             Twitter

                                            1 2 5 9 4
                                                                                                                                                                Mobile Web                                      1.8B                   72%
                   WIKIA                                                                     +20%                                       2011
                                                                                                                                        Pinterest                                           Pinterest           1.3B                   N/A
                                                                                                                                        Mobile Web                                           Blogger           816.1M                  -17%
                                 *Google+ is July 2012 v. Sept 2011, the first month the site became public


7                                                                                                            © Nielsen 2012   © Nielsen 2012                                                                                                   8
A SPOTLIGHT ON PINTEREST
     Pinterest has experienced exponential growth since bursting on the scene last year. Although
                                                                                                                                                                                   WHO IS USING PINTEREST?
     that growth has leveled over the last few months, Pinterest had the largest year-over-year
     increase in audience and time spent of any social network, across PC, mobile web and apps.

                                                                                                                                                                                          U.S. Audience Composition
     Unique U.S. Audience
    30,000,000
                                                                                                                                        27,223,000
    25,000,000
                                                                                                                                          PC
    20,000,000
                                                                                                                                        14,316,000
    15,000,000
                                                                                                                                                                           MALE            30%            16%                        28%
    10,000,000                                                                                                                         MOBILE
                                                                                                                                        WEB                               FEMALE                  70%                  84%                 72%
     5,000,000                                                                                                                          4,946,000

            0
                                                                                                                                        MOBILE                     AGES 18-24         14%                     22%                  20%
                                                                                                                                         APPS
                 JUL 11   AUG 11   SEP 11   OCT 11   NOV 11   DEC 11   JAN 12    FEB 12   MAR 12   APR 12   MAY 12   JUN 12   JUL 12

                                                                                                                                                                   AGES 25-34              24%                  37%                  31%

                                                                                                                                                                                            31%                 33%                  31%
     2012 Total Minutes Spent
                                                                                                                                                                   AGES 35-49

                                                                                                                                                                   AGES 50-64              24%           5%                        18%

                                                                                                                                                                     AGES 65+        7%                  4%                  1%



                                                                                                                                                                     HISPANIC         8%                      22%                  22%

                                                                                                                                                                          WHITE                    86%                79%                  74%
         1,255,225,000                                                          720,973,000
                                                                                                                                       120,486,000

                                                                                                                                                         AFRICAN-AMERICAN            6%                  5%                   10%

                                                                                                                                                                           ASIAN     3%                  7%                   7%




9                                                                                                                                       © Nielsen 2012   © Nielsen 2012                                                                          10
HOW, WHERE AND WHY WE CONNECT                                                                                     WHY WE CONNECT
     While the computer is still the primary device used to access social media, the last year saw                     It may be fun to follow celebrities, but actually knowing someone still matters when deciding
     significant increases in usage, most notably through tablets and Internet-enabled TVs.                             to connect on social networks.

                                                                                                                        63% 60% 65%
                                                                                                                                                                       50% 52% 48%
                                                                                                                                             42% 41% 44%
     HOW WE CONNECT                                   2011 | 2012
                                                                                                                                                                                                    13% 16% 10%          8% 10% 6%

       97% 94%
                                                                                                                        Know person          Interested in            Mutual                        Acccess to           Quality of
                                                                                                                        in real life         keeping up               friends                       business             profile photo
                                                                                                                                                                                                    networks

                             46%
                                                                                                                        9% 14 4%
                                                                                                                             %
                       37%
                                                                                                                                             5% 7% 4%                  6% 8% 4%                     6% 7% 4%                TOTAL
                                                                                                                                                                                                                            MEN
                                            16%                                                                         Person’s             Person’s number           Want to increase             Always accept
                                                       7%    7%                                                                              of connections                                                                 WOMEN
                                       3%
                                                                     3%    4%               4%          2     3%        physical                                       connection count             all requests
                                                                                       2%                %

                                                                                                                        attractiveness



                                                                                                                        GENERAL FEELINGS AFTER PARTICIPATING
     COMPUTER          MOBILE
                       PHONE
                                      TABLET         HANDHELD
                                                     MUSIC PLAYER
                                                                    GAME
                                                                    CONSOLE
                                                                                      INTERNET
                                                                                      ENABLED
                                                                                                       E-READER         IN SOCIAL NETWORKING
                                                                                      TELEVISION




                                                                                                                                   CONNECTED

                                                                                                                          ENGERGIZED
     WHERE WE CONNECT                                                                                                                                                                                                 76%
                                                                                                                                   INFORMED




                                                                                                                                                                                                   EXCITED
     AGES 18-24                                                        AGES 25-34                                                                                                                                   positive
                                                                                                                                       AMUSED CONTENT




                                                                                                                                                                                           HAPPY
                                                                                                                                                                       JEALOUS                                        24%
                                                                                            51%                            INDIFFERENT ANGRY                                                                        neutral
                                                                                                                            WASTED TIME OVERWHELMED SAD
                                                                                                                                                                                           US
                                                                                                                                                                                     R
      TMI? Nearly a third (32%) of                                    More than half of people aged 25-34 use                                                                     GE
                                                                                                                                                                                EA       O                            21%
      people aged 18-24 use social                                    social networking in the office, more                                                                         XI
      networking in the bathroom.                                     than any other age group.                                                                                 AN
                                                                                                                                                                                                                    negative
11                                                                                                   © Nielsen 2012   © Nielsen 2012                                                                                                 12
SIMULTANEOUS SMARTPHONE AND                                                                                    TWITTER DRIVES SOCIAL TV
     TABLET USAGE WHILE WATCHING TV                                                                                 Twitter has emerged as a key driver of social TV interaction. During June 2012,
                                                                                                                    a third of active Twitter users tweeted about TV-related content, an increase of
     Having a mobile device on-hand while watching TV has become an integral part of consumer                       27 percent from the beginning of the year.
     routines—41 percent of tablet owners and 38 percent of smartphone owners use their device
     daily while in front of their TV screen. Not surprisingly, social networking is a top activity on
     both devices, but people aren’t just chatting with their social connections, they’re also                      % of Active Twitter Users Tweeting about TV, U.S.
     shopping and looking up relevant program and product info.
                                                                                                                                                                                                       33%
                       Simultaneous TV/Mobile Device Usage, U.S.                                                                                                      30%
                                                                                                                                        28   %                                       29%
                                                                                                                          26    %                      27%
                                            22   %
                                                       45  %




                                              Shopping



             38%        44%                                               23%        35%



           Visited a social                                            Looked up information
           networking site during                                      related to the TV program
           the program                                                 being watched




                                                                                                                        JANUARY       FEBRUARY         MARCH           APRIL          MAY              JUNE



                                                                                                                                       SPOILER ALERT                                           TALKING TV
                15%       26%                                          12%        24%
                                                                                                                                    Nearly a quarter of people aged                         Adults aged 35-44 are
                                                                                                                                    18-34 use social media to                               the most likely to
                                                                                                                                    comment on what they                                    discuss television
             Looked up product                                      Looked up coupons or                                            like/dislike about a storyline                          programming with their
             information for an                                     deals related to an                                             while watching TV                                       social connections
             advertisement seen on TV                               advertisement seen on TV

13                                                                                            © Nielsen 2012   © Nielsen 2012                                                                                        14
SOCIAL CARE                                                                                               SOCIAL CARE VS
     Social care, i.e. customer service via social media, has become an immediate imperative for
                                                                                                               CUSTOMER SERVICE BY PHONE
     global brands. Customers choose when and where they voice their questions, issues and
     complaints, blurring the line between marketing and customer service. Brands should
     consider this evolution and ensure they are ready to react on all channels.



     ON AVERAGE,
     47% OF SOCIAL MEDIA USERS
     ENGAGE IN SOCIAL CARE                                                                                            TOTAL               30%
                                                                                                                     P 18-24
                                                                                                                     P 25-34
                                                                                                                                              37%
                                                                                                                                              35%        One in three social media users
                                                                                                                     P 35-44
                                                                                                                     P 45-54
                                                                                                                                          31%
                                                                                                                                        26%
                                                                                                                                                         prefer social care to contacting a
                                                                                                                     P 55-64            24%              company by phone
                                                                                                                       P 65+      17%




                                                                                                               CHANNELS USED TO ACCESS SOCIAL CARE
                                                                                                                Consumers turn to a wide variety of social media platforms for social care. Social media users
                                                                                                                are most likely to comment on or ask a question about a company’s product or service on
                                                                                                                Facebook, both on the company’s page (29%) and on their personal page (28%).


                                                                                                                            29%   Facebook | Company’s Page

     FREQUENCY OF SOCIAL CARE USE                                                                                           28%   Facebook | User’s Personal Page
                                                                                                                                  Official Company Blog
     AMONG USERS
                                                                                                                            15%

                                                                                                                            14%   Twitter | Personal Handle (no @ mention of company)
                                                                                                                                  Twitter | Company’s Handle (tweet from user’s personal handle
                                                   9% Daily                                                                 13%
                                                                                                                                            including an @mention of company)

                                                   21% Weekly                                                               12%   YouTube | Company’s Channel
                                                                                                                            11%   YouTube | User’s Personal Channel
                                                   70% Monthly                                                              11%   Non-company Blog
15                                                                                        © Nielsen 2012   © Nielsen 2012                                                                                        16
ACTIONS TAKEN
     ADVERTISING ON SOCIAL MEDIA                                                                                              TO
                                                                                                                                    TA
                                                                                                                                       L
                                                                                                                                                 HIS
                                                                                                                                                       PA
                                                                                                                                                          N      IC
                                                                                                                                                                         WH
                                                                                                                                                                               ITE
                                                                                                                                                                                               AM AFRI
                                                                                                                                                                                                  ER CA
                                                                                                                                                                                                    ICA N-
                                                                                                                                                                                                             AS
                                                                                                                                                                                                                  IAN
                                                                                                                                                                                                                                       AFTER SEEING
                                                                                                                                                                                                       N
                                                                                                                                                                                                                                       SOCIAL ADS
     Brands and advertisers looking to share their message on social might consider this: While a third
     of people find ads on social networks to be annoying, more than a quarter of people are more
     likely to pay attention to an ad posted by a friend.                                                                                    15% 21% 13% 18% 26%                                                                                SHARED ADS




     AGREEMENT WITH STATEMENTS                                                                                                               26% 32% 24% 29% 41%                                                                                LIKED ADS

     ABOUT ADVERTISING
                                                                                                                                             14% 22% 12% 18% 31%                                                                                PURCHASED
                                                                                                                                                                                                                                                PRODUCTS


                 33%                                    26%
                 Agree that ads on social               Are more likely to pay
                 networking sites are                   attention to an ad that has
                 more annoying than                     been posted by one of their                            U.S. ASIAN CONSUMERS ARE
                 other online ads                       social network acquaintances                           THE MOST ENGAGED                                                                                                         White consumers are the
                                                                                                                                                                                                                                        least likely to take action
                                                                                                               WITH SOCIAL ADS                                                                                                          after seeing ads on
                                                                                                                                                                                                                                        social networks
                                                                                                               This audience is by far the most likely to share, like or

                 26%                                    17%                                                    purchase a product after seeing an ad on social networks


                 Are okay with ads that                  Feel more connected to
                 are ID'd based on their                 brands seen on social
                 profile information                      networking websites
                                                                                                                                                                                                                            MADE A PURCHASE
                                                                                                                                    HIS               WH                            AS
                                                                                                                                                                                                                            AFTER SEEING
                                                                                                                                                                                                                            SOCIAL ADS
                                                                                                                        TO                                            AM AFRI
                                                                                                                             TA           PA               ITE           ER CA           IAN
                                                                                                                                L            N   IC                        ICA N-
                                                                                                                                                                              N



                                                                                                                                                                                                                  Made a purchase over the Internet for
                                                                                                                                    10% 16% 8% 14% 19%                                                            a product that was advertised

                           SOCIAL LIKES                                                                                             8% 12% 7% 10% 18%                                                             Made a purchase at a store for
                           are the most common action taken after seeing a social ad                                                                                                                              a product that was advertised
                           and can be a great way to raise a brand’s visibility.
                                                                                                                                                                                                                  Purchased or obtained a coupon
                                                                                                                                    18% 19% 16% 18% 28%                                                           (i.e. through a daily deal site, retailer, etc)


17                                                                                         © Nielsen 2012   © Nielsen 2012                                                                                                                                            18
THE CONSUMER DECISION JOURNEY                                                                           FREQUENCY OF SOCIAL ACTIVITIES
                                                                                                             Percent of social media users participating at least once a month

     The days when companies could tightly control brand messaging and progress consumers
     along a linear purchase funnel have long ended. Social media has fundamentally changed the
     consumer decision journey. Consumer decisions and behaviors are increasingly driven by the
     opinions, tastes and preferences of an exponentially larger, global pool of friends, peers
     and influencers.




                                                                                                                           70%
                                                                                                                          Hear others' experiences



                                                                                                                                                                         65%
                                                                                                                                                                           Learn more about

                                                                                                                                           +
                                                                                                                                                                           brands/products/
                                                                                                                                                                                services




                                                                                                                                          53%
                                                                                                                                       Compliment brands                          _
                                                                                                                                                                              50%
                                                                                                                                                                                 Express
                                                                                                                                                                        concerns/complaints about
                                                                                                                                                                             brands/services



                                                                                                                                                      47%
                                                                                                                                                         Share
                                                                                                                                                     money incentives



19                                                                                      © Nielsen 2012   © Nielsen 2012                                                                             20
THE GLOBAL SOCIAL CONSUMER
        A recent Nielsen survey of more than 28,000 global
        consumers with Internet access explored social media’s                                             INTERNET
        global reach and impact. From how consumers
        connect and interact with social media to social’s                                                  ENABLED
        influence on what people buy, there are                                                                  TV
        noticeable differences across regions, which
        are highlighted in the following special
                                                                                                                  9%           ASIA-PACIFIC
        section focusing on the global
        social consumer.                                                                                              4%       EUROPE
                                                                                                                  9   %
                                                                                                                               M. EAST/AFRICA

        HOW DO YOU ACCESS SOCIAL                                                                                      4%       LATIN AMERICA

        NETWORKING SITES?


                             COMPUTER

                                                                                                          GAME
         ASIA-PACIFIC                        93%
             EUROPE                           96%                                                       CONSOLE
      M. EAST/AFRICA                         91%
       LATIN AMERICA                          96%
                                                                                                                   5%          ASIA-PACIFIC
                                                                                                                      3   %
                                                                                                                               EUROPE
                                                                                                                      2%       M. EAST/AFRICA
                                                                                                                      3   %
                                                                                                                               LATIN AMERICA




                                                                                                         HANDHELD
        MOBILE PHONE                           TABLET                                                  MUSIC PLAYER
       ASIA-PACIFIC                    59%     ASIA-PACIFIC    28%                                                 5%          ASIA-PACIFIC
            EUROPE      33%
                                                    EUROPE    8%                                                          2%   EUROPE
     M. EAST/AFRICA           48   %
                                             M. EAST/AFRICA    10%                                                        2%   M. EAST/AFRICA
     LATIN AMERICA      33%
                                             LATIN AMERICA    6%                                                          2%   LATIN AMERICA


21                                                                   © Nielsen 2012   © Nielsen 2012                                            22
ARE YOU INTERACTING                                                                        THE GLOBAL CONSUMER
     WITH SOCIAL MEDIA       63%                                                                    DECISION JOURNEY
     WHILE WATCHING TV?    MIDDLE EAST/
                              AFRICA




                              52%
                              LATIN
                             AMERICA




                                                              The role of social media in the consumer       followed closely by: Travel/Leisure (60%),
                                                              decision journey extends beyond North          Appliances (58%), Food/Beverages (58%),
                             47%                              America, and indeed is even more               Clothing/Fashion (58%) and Restaurants
                           ASIA-PACIFIC                       pronounced in other regions.                   (57%). These categories were also the
                                                                                                             most discussed products/services via
                                                              Social media’s influence on purchase           social networking.
                                                              intent is strong across all regions, but
                                                              strongest among online consumers in the        Social media represents a huge
                                                              Asia-Pacific, Latin America and Middle         opportunity for brands to gain positive
                                                              East / Africa markets. Thirty percent of       favor with consumers. With growing
                                                              online consumers in the Middle East /          disposable income in emerging markets,
                                                              Africa region and 29 percent in Asia-Pacific   savvy marketers can harness the growing
                                                              use social media on a daily basis to learn     adoption and influence of social media to
                             38%                              more about brands/products/services,           impact business.
                             EUROPE                           with one-third of respondents in both
                                                              regions connecting on a weekly basis.

                                                              Across all regions, social media has
                                                              the potential to influence consumers’
                                                              entertainment and home electronics
                            YES        NO                     purchase decisions. These categories are
23                                        © Nielsen 2012   © Nielsen 2012                                                                                 24
BEAUTY/
      THE GLOBAL SOCIAL CONSUMER                                                                                                            RESTAURANTS
                                                                                                                                                                                      COSMETICS

      In the next year, how likely * are you to make a purchase based                                                ASIA-PACIFIC                       69%     ASIA-PACIFIC                     62%
                                                                                                                                        37%                          EUROPE          33%
      on social media websites/online product reviews for each of                                                          EUROPE
                                                                                                                  M. EAST/AFRICA                  56%         M. EAST/AFRICA           43%
      the following products/services?                                                                             LATIN AMERICA                  55%         LATIN AMERICA              48%




                                                                            HOME                                                            FINANCIAL
                               ENTERTAINMENT                                                                                                PRODUCTS/                                 AUTOMOBILES
                                                                            ELECTRONICS
                                                                                                                                            BANKING
       ASIA-PACIFIC                        74%               ASIA-PACIFIC               75%                          ASIA-PACIFIC                  63%          ASIA-PACIFIC                 55%
            EUROPE              46%                               EUROPE      48%                                          EUROPE     29%                            EUROPE          32%
     M. EAST/AFRICA                     67%                M. EAST/AFRICA           63%                           M. EAST/AFRICA              52%             M. EAST/AFRICA                51%
     LATIN AMERICA                      69%                LATIN AMERICA             67%                          LATIN AMERICA              46%              LATIN AMERICA                47%




                               TRAVEL &                                                                                                                                               JEWELRY/
                                                                            APPLIANCES                                                      TOYS
                               LEISURE                                                                                                                                                ACCESSORIES

       ASIA-PACIFIC                        72%               ASIA-PACIFIC            69%                             ASIA-PACIFIC            48%                ASIA-PACIFIC               48%
            EUROPE               48%                              EUROPE     47%                                           EUROPE    25%                             EUROPE    20%
     M. EAST/AFRICA                57%                     M. EAST/AFRICA       57%                               M. EAST/AFRICA            41%               M. EAST/AFRICA           41%
     LATIN AMERICA                   61%                   LATIN AMERICA         62%                               LATIN AMERICA           38%                LATIN AMERICA      29%




                               FOOD/                                        CLOTHING/                                                                                                 BABY CARE
                                                                                                                                            DATING
                               BEVERAGES                                    FASHION

       ASIA-PACIFIC                        72%               ASIA-PACIFIC               74%                          ASIA-PACIFIC            47%                ASIA-PACIFIC           43%
            EUROPE            38%                                 EUROPE    39%                                            EUROPE   19%                              EUROPE    18%
     M. EAST/AFRICA                  59%                   M. EAST/AFRICA         58%                             M. EAST/AFRICA       32%                    M. EAST/AFRICA           42%
     LATIN AMERICA                  56%                    LATIN AMERICA          56%                              LATIN AMERICA     25%                      LATIN AMERICA      28%

25        *Combined likely and somewhat likely responses                                      © Nielsen 2012   © Nielsen 2012                                                                          26
SOURCES                                                                                                                                 ABOUT NIELSEN
                                                                                                                                               Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement

                    3-10 Nielsen NetView (July 2012), Nielsen Smartphone Analytics (July 2012)                                                 company with leading market positions in marketing and consumer information,
                                                                                                                                               television and other media measurement, online intelligence, mobile

                   11-12 Nielsen U.S. Social Media Survey 2012
                                                                                                                                               measurement, trade shows and related properties. Nielsen has a presence in
                                                                                                                                               approximately 100 countries, with headquarters in New York, USA and Diemen,
                                                                                                                                               the Netherlands. For more information, visit www.nielsen.com.
                      13 Nielsen Mobile Connected Devices Report (Q2 2012)
                      14 NM Incite’s Social Guide (Twitter 2012 Social TV),
                         Nielsen U.S. Social Media Survey
                                                           Drives                                                                              ABOUT NM INCITE
                                                                                                                                               NM Incite, a joint venture between Nielsen and McKinsey, provides social media
                                                                                                                                               software, research and advisory solutions to global Fortune 1000 marketers
                 15-16
                                     NM Incite State of Social Customer Service Report 2012,
                                     Nielsen U.S. Social Media Survey 2012                                                                     looking to build strong, differentiated and emotionally-engaging brands. As
                                                                                                                                               one of the largest global leaders in applying social media to solve marketing

                 17-18 Nielsen U.S. Social Media Survey 2012                                                                                   problems, NM Incite operates in over 30 markets, including the United States,
                                                                                                                                               Canada, United Kingdom, Germany, China, India Japan and Australia.

                    20 Nielsen U.S. Social Media Survey 2012
                                                                                                                                               For more information, visit www.nmincite.com.

                                                                                                                                               Copyright © 2012 The Nielsen Company. All rights reserved. Nielsen and the
                 21-26 Nielsen Global Survey of Social Media Usage (Q1 2012)                                                                   Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks,
                                                                                                                                               L.L.C. Other product and service names are trademarks or registered trademarks
                                                                                                                                               of their respective companies. 12/5420.

     ABOUT NIELSEN’S U.S. SOCIAL MEDIA SURVEY 2012: The Nielsen U.S. Social Media Survey 2012 is based on a representative sample
     of 1,998 adult (18+) social media users who were recruited from the Nielsen Online Panel to take an online survey. “Social media user”
     is defined as participating, talking, and networking online through various platforms to share information and resources. This includes
     Internet forums, blogs, Facebook, Twitter, video sharing, consumer rating and other social networking websites. The survey fielded from
     July 19 to August 8, 2012.

     ABOUT NIELSEN’S GLOBAL SURVEY OF SOCIAL MEDIA USAGE: The Nielsen Global Survey of Social Media Usage was conducted
     between February 10 and February 27, 2012 and polled more than 28,000 online consumers in 56 countries throughout Asia-Pacific,
     Europe, Latin America, the Middle East, Africa and North America. The sample has quotas based on age and sex for each country based
     on their Internet users, and is weighted to be representative of Internet consumers and has a maximum margin of error of ±0.6%. This
     Nielsen survey is based on the behavior of respondents with online access only. Internet penetration rates vary by country. Nielsen
     uses a minimum reporting standard of 60 percent Internet penetration or 10M online population for survey inclusion.


27                                                                                                                                                                                                                              28

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The social-media-report-2012

  • 1. STATE OF THE MEDIA: THE SOCIAL MEDIA REPORT 2012
  • 2. SOCIAL MEDIA IS COMING OF AGE Social media and social networking are no longer in their infancy. Since the emergence of the first social How is social media impacting marketing? media networks some two decades ago, social media has continued to evolve and offer consumers around the world new and meaningful ways to engage with the people, events, and brands that matter SOCIAL WORD-OF-MOUTH to them. Now years later, social media is still growing rapidly and has become an integral part of our Social media enables consumers to generate and tap into the opinions of an exponentially larger daily lives. Today, social networking is truly a global phenomenon. universe. While word-of-mouth has always been important, its scope was previously limited to the people you knew and interacted with on a daily basis. Social media has removed that limitation and What’s driving the continued growth of social media? given new power to consumers. MOBILE HYPER-INFORMED CONSUMERS More people are using smartphones and tablets to access social media. The personal computer is still Social media is transforming the way that consumers across the globe make purchase decisions. at the center of the social networking experience, but consumers are increasingly looking to other Consumers around the world are using social media to learn about other consumers’ experiences, find devices to connect on social media. Time spent on mobile apps and the mobile web account for 63 more information about brands, products and services, and to find deals and purchase incentives. percent of the year-over-year growth in overall time spent using social media. Forty-six percent of social media users say they use their smartphone to access social media; 16 percent say they connect OPPORTUNITY FOR ENGAGEMENT to social media using a tablet. With more connectivity, consumers have more freedom to use social Consumer attitudes toward advertising on social media are still evolving. Though roughly one-third media wherever and whenever they want. of social media users find ads on social networking sites more annoying than other types of Internet advertisements, research suggest that there are opportunities for marketers to engage with consumers PROLIFERATION via social media. More than a quarter of social media users say they are more likely to pay attention to New social media sites continue to emerge and catch on. The number of social media networks an ad shared by one of their social connections. Additionally, more than a quarter of consumers are ok consumers can choose from has exploded, and too many sites to count are adding social features or with seeing ads on social networking sites tailored to them based on their profile information. integration. While Facebook and Twitter continue to be among the most popular social networks, Pinterest emerged as one of the breakout stars in social media for 2012, boasting the largest Nielsen and NM Incite’s 2012 Social Media Report provides some insight into what is driving our year-over-year increase in both unique audience and time spent of any social network across PC, collective, global obsession with social media. In the following pages, you’ll get a more detailed mobile web, and apps. snapshot of what is helping to power the continued growth of social networking around the world, how consumers’ social media behavior is evolving, and how these changes impact the way brands and consumers engage through social networks. How is consumer usage of social media evolving? -Deirdre Bannon THE GLOBAL LIVING ROOM Social Media Practice Lead Social TV is on the rise. The skyrocketing adoption and use of social media among consumers is transforming TV-watching into a more immediate and shared experience. As of June 2012, more than 33 percent of Twitter users had actively tweeted about TV-related content. Some 44 percent of U.S. tablet owners and 38 percent of U.S. smartphone owners use their devices daily to access social media while watching television. In the Latin America region, more than 50 percent of consumers say they interact with social media while watching TV; in the Middle East / Africa region, more than 60 percent do. From global events like the Summer Olympics, to regional events like the Presidential debates in the U.S., consumers around the world used social media to engage with everyone from close friends to complete strangers, revolutionizing the television viewing experience. SOCIAL CARE Social Care is transforming customer service. Social media has emerged as an important channel for customer service, with nearly half of U.S. consumers reaching out directly to brands and service providers to voice their satisfaction or complaints, or simply to ask questions. In fact, one in three social media users say they prefer to use social media rather than the phone for customer service issues. 1 2
  • 3. More and more people are connecting to the Internet—and for longer TOTAL MINUTES SPENT amounts of time ON MOBILE AND PC Whether through a computer or mobile phone, consumers continue to spend increasing amounts of time on the Internet. Time spent on PCs and smartphones was up 21 percent from July 2011 to July 2012. App time more than doubled during this period as more smartphone owners entered the market and the number of available apps multiplied. Total Minutes, U.S. JULY 2011 | JULY 2012 Overall Unique U.S. Audience JULY 2011 JULY 2012 MOBILE 58.8 B APPS 129.4 B 120% MOBILE 23.0 B WEB 28.1 B 22% MOBILE WEB 82% MOBILE APPS 85% 52,435,000 | 95,176,000 55,001,000 | 101,802,000 348.6 B PC 362.7 B 4% TOTAL 430.4 B 21% 520.1 B 17 213,253,000 | 204,721,000 4% % People continue to spend more time on social networks than any of consumers’ PC time is spent on other category of sites—20% of Facebook, the most popular PC their time spent on PCs and web brand in the U.S. 30% of their mobile time. 3 © Nielsen 2012 © Nielsen 2012 4
  • 4. TIME SPENT 85.8M SOCIAL NETWORKING 81.1M ON SOCIAL MEDIA IS ALL ABOUT MOBILE 5.7B 40.8B 74.0B 121.1B JULY 2012 Total 5% Minutes JULY 2011 88.4B 43.0M 44.8M 4.4B 23.2B 59.5B YOY CHANGE Social Networking Time per Person in HH:MM When it comes to accessing social content, it's all about mobile—particularly apps. App usage now accounts for more than a third of social networking time across PCs and PC MOBILE WEB & APP mobile devices. Compared to last year, consumers increased their social app time by 76 percent, spending more than seven times MALE 6:13 6:44 more minutes on apps than the mobile web. FEMALE 8:37 9:43 While the social media audience via PC AGES 18-24 11:01 10:15 declined a slight five percent from a year ago, time spent increased 24 percent over AGES 25-34 9:04 11:05 MOBILE MOBILE the same period, suggestinging that users APPS WEB AGES 35-44 8:12 8:46 are more deeply engaged. AGES 45-54 8:34 5:20 AGES 55-64 6:57 4:06 Distribution JULY 2011 | JULY 2012 AGES 65+ 4:18 3:42 of Social Media Unique U.S. Audience for WHITE 7:24 7:47 Time 34% Social Networking AFRICAN-AMERICAN 8:07 8:20 Spent 61% HISPANIC 7:19 11:13 5% 163.6M | 171.8M ASIAN 7:49 6:42 5 © Nielsen 2012 © Nielsen 2012 6
  • 5. A LOOK AT THE TOP SOCIAL NETWORKS Unique U.S. Audience (in millions) TOTAL The list of most-visited social networking sites is pretty much the same whether people are MOBILE APP MINUTES SPENT going online through a PC browser, through their mobile web browser or using an app. Mobile usage once again proves to be a key component of social as each of the top networks via mobile AUDIENCE (000) YOY CHANGE web saw significantly greater growth compared to its PC audience over the last year. Facebook 7 8 3 8 8 88% Top 5 U.S. Social Networking Apps Ranked on Total Minutes UNIQUE PC VISITORS, U.S. YOY CHANGE Twitter 2 2 6 2 0 134% (AUDIENCE 000) Total Minutes YOY % Change foursquare 1 0 3 8 8 118% Facebook 27.0B 61% FACEBOOK 1 5 2 2 2 6 -4% Google+ Pinterest 9 7 1 8 4 9 4 6 86% 1,698% Twitter 3.6B 48% foursquare 1.9B 154% BLOGGER 5 8 5 1 8 -3% MOBILE WEB Pinterest Google 721.0M 6,056% Latitude 599.2M -2% TWITTER 3 7 0 3 3 +13% Facebook AUDIENCE (000) 7 4 2 7 4 YOY CHANGE 85% 3 0 9 4 5 Top 5 U.S. Social Networking Sites via Mobile Web Twitter 4 2 3 6 6 140% WORDPRESS +10% Ranked on Total Minutes Blogger 1 9 9 7 9 100% Total Minutes YOY % Change Pinterest 1 4 3 1 6 4,225% Facebook 2 8 1 1 3 4.1B 9% LINKEDIN 0% Wordpress 1 1 9 9 5 96% Twitter 486.2M 139% Linkedin 9 6 7 1 114% Blogger 170.0M 89% PINTEREST 2 7 2 2 3 +1,047% Tumblr 8 5 1 2 162% Tumblr 164.6M 78% Wikia 5 3 2 5 n/a Reddit 138.0M 342% GOOGLE+ 2 6 2 0 1 +80%* Reddit Myspace 4 2 7 5 3 5 0 1 153% 57% 2 5 6 3 4 Top 5 U.S. Social Networking Sites via PC TUMBLR +55% Ranked on Total Minutes Total Minutes YOY % Change 1 9 6 8 0 Facebook MYSPACE -13% 2012 62.2B 23% Tumblr 2.1B 65% Pinterest Twitter 1 2 5 9 4 Mobile Web 1.8B 72% WIKIA +20% 2011 Pinterest Pinterest 1.3B N/A Mobile Web Blogger 816.1M -17% *Google+ is July 2012 v. Sept 2011, the first month the site became public 7 © Nielsen 2012 © Nielsen 2012 8
  • 6. A SPOTLIGHT ON PINTEREST Pinterest has experienced exponential growth since bursting on the scene last year. Although WHO IS USING PINTEREST? that growth has leveled over the last few months, Pinterest had the largest year-over-year increase in audience and time spent of any social network, across PC, mobile web and apps. U.S. Audience Composition Unique U.S. Audience 30,000,000 27,223,000 25,000,000 PC 20,000,000 14,316,000 15,000,000 MALE 30% 16% 28% 10,000,000 MOBILE WEB FEMALE 70% 84% 72% 5,000,000 4,946,000 0 MOBILE AGES 18-24 14% 22% 20% APPS JUL 11 AUG 11 SEP 11 OCT 11 NOV 11 DEC 11 JAN 12 FEB 12 MAR 12 APR 12 MAY 12 JUN 12 JUL 12 AGES 25-34 24% 37% 31% 31% 33% 31% 2012 Total Minutes Spent AGES 35-49 AGES 50-64 24% 5% 18% AGES 65+ 7% 4% 1% HISPANIC 8% 22% 22% WHITE 86% 79% 74% 1,255,225,000 720,973,000 120,486,000 AFRICAN-AMERICAN 6% 5% 10% ASIAN 3% 7% 7% 9 © Nielsen 2012 © Nielsen 2012 10
  • 7. HOW, WHERE AND WHY WE CONNECT WHY WE CONNECT While the computer is still the primary device used to access social media, the last year saw It may be fun to follow celebrities, but actually knowing someone still matters when deciding significant increases in usage, most notably through tablets and Internet-enabled TVs. to connect on social networks. 63% 60% 65% 50% 52% 48% 42% 41% 44% HOW WE CONNECT 2011 | 2012 13% 16% 10% 8% 10% 6% 97% 94% Know person Interested in Mutual Acccess to Quality of in real life keeping up friends business profile photo networks 46% 9% 14 4% % 37% 5% 7% 4% 6% 8% 4% 6% 7% 4% TOTAL MEN 16% Person’s Person’s number Want to increase Always accept 7% 7% of connections WOMEN 3% 3% 4% 4% 2 3% physical connection count all requests 2% % attractiveness GENERAL FEELINGS AFTER PARTICIPATING COMPUTER MOBILE PHONE TABLET HANDHELD MUSIC PLAYER GAME CONSOLE INTERNET ENABLED E-READER IN SOCIAL NETWORKING TELEVISION CONNECTED ENGERGIZED WHERE WE CONNECT 76% INFORMED EXCITED AGES 18-24 AGES 25-34 positive AMUSED CONTENT HAPPY JEALOUS 24% 51% INDIFFERENT ANGRY neutral WASTED TIME OVERWHELMED SAD US R TMI? Nearly a third (32%) of More than half of people aged 25-34 use GE EA O 21% people aged 18-24 use social social networking in the office, more XI networking in the bathroom. than any other age group. AN negative 11 © Nielsen 2012 © Nielsen 2012 12
  • 8. SIMULTANEOUS SMARTPHONE AND TWITTER DRIVES SOCIAL TV TABLET USAGE WHILE WATCHING TV Twitter has emerged as a key driver of social TV interaction. During June 2012, a third of active Twitter users tweeted about TV-related content, an increase of Having a mobile device on-hand while watching TV has become an integral part of consumer 27 percent from the beginning of the year. routines—41 percent of tablet owners and 38 percent of smartphone owners use their device daily while in front of their TV screen. Not surprisingly, social networking is a top activity on both devices, but people aren’t just chatting with their social connections, they’re also % of Active Twitter Users Tweeting about TV, U.S. shopping and looking up relevant program and product info. 33% Simultaneous TV/Mobile Device Usage, U.S. 30% 28 % 29% 26 % 27% 22 % 45 % Shopping 38% 44% 23% 35% Visited a social Looked up information networking site during related to the TV program the program being watched JANUARY FEBRUARY MARCH APRIL MAY JUNE SPOILER ALERT TALKING TV 15% 26% 12% 24% Nearly a quarter of people aged Adults aged 35-44 are 18-34 use social media to the most likely to comment on what they discuss television Looked up product Looked up coupons or like/dislike about a storyline programming with their information for an deals related to an while watching TV social connections advertisement seen on TV advertisement seen on TV 13 © Nielsen 2012 © Nielsen 2012 14
  • 9. SOCIAL CARE SOCIAL CARE VS Social care, i.e. customer service via social media, has become an immediate imperative for CUSTOMER SERVICE BY PHONE global brands. Customers choose when and where they voice their questions, issues and complaints, blurring the line between marketing and customer service. Brands should consider this evolution and ensure they are ready to react on all channels. ON AVERAGE, 47% OF SOCIAL MEDIA USERS ENGAGE IN SOCIAL CARE TOTAL 30% P 18-24 P 25-34 37% 35% One in three social media users P 35-44 P 45-54 31% 26% prefer social care to contacting a P 55-64 24% company by phone P 65+ 17% CHANNELS USED TO ACCESS SOCIAL CARE Consumers turn to a wide variety of social media platforms for social care. Social media users are most likely to comment on or ask a question about a company’s product or service on Facebook, both on the company’s page (29%) and on their personal page (28%). 29% Facebook | Company’s Page FREQUENCY OF SOCIAL CARE USE 28% Facebook | User’s Personal Page Official Company Blog AMONG USERS 15% 14% Twitter | Personal Handle (no @ mention of company) Twitter | Company’s Handle (tweet from user’s personal handle 9% Daily 13% including an @mention of company) 21% Weekly 12% YouTube | Company’s Channel 11% YouTube | User’s Personal Channel 70% Monthly 11% Non-company Blog 15 © Nielsen 2012 © Nielsen 2012 16
  • 10. ACTIONS TAKEN ADVERTISING ON SOCIAL MEDIA TO TA L HIS PA N IC WH ITE AM AFRI ER CA ICA N- AS IAN AFTER SEEING N SOCIAL ADS Brands and advertisers looking to share their message on social might consider this: While a third of people find ads on social networks to be annoying, more than a quarter of people are more likely to pay attention to an ad posted by a friend. 15% 21% 13% 18% 26% SHARED ADS AGREEMENT WITH STATEMENTS 26% 32% 24% 29% 41% LIKED ADS ABOUT ADVERTISING 14% 22% 12% 18% 31% PURCHASED PRODUCTS 33% 26% Agree that ads on social Are more likely to pay networking sites are attention to an ad that has more annoying than been posted by one of their U.S. ASIAN CONSUMERS ARE other online ads social network acquaintances THE MOST ENGAGED White consumers are the least likely to take action WITH SOCIAL ADS after seeing ads on social networks This audience is by far the most likely to share, like or 26% 17% purchase a product after seeing an ad on social networks Are okay with ads that Feel more connected to are ID'd based on their brands seen on social profile information networking websites MADE A PURCHASE HIS WH AS AFTER SEEING SOCIAL ADS TO AM AFRI TA PA ITE ER CA IAN L N IC ICA N- N Made a purchase over the Internet for 10% 16% 8% 14% 19% a product that was advertised SOCIAL LIKES 8% 12% 7% 10% 18% Made a purchase at a store for are the most common action taken after seeing a social ad a product that was advertised and can be a great way to raise a brand’s visibility. Purchased or obtained a coupon 18% 19% 16% 18% 28% (i.e. through a daily deal site, retailer, etc) 17 © Nielsen 2012 © Nielsen 2012 18
  • 11. THE CONSUMER DECISION JOURNEY FREQUENCY OF SOCIAL ACTIVITIES Percent of social media users participating at least once a month The days when companies could tightly control brand messaging and progress consumers along a linear purchase funnel have long ended. Social media has fundamentally changed the consumer decision journey. Consumer decisions and behaviors are increasingly driven by the opinions, tastes and preferences of an exponentially larger, global pool of friends, peers and influencers. 70% Hear others' experiences 65% Learn more about + brands/products/ services 53% Compliment brands _ 50% Express concerns/complaints about brands/services 47% Share money incentives 19 © Nielsen 2012 © Nielsen 2012 20
  • 12. THE GLOBAL SOCIAL CONSUMER A recent Nielsen survey of more than 28,000 global consumers with Internet access explored social media’s INTERNET global reach and impact. From how consumers connect and interact with social media to social’s ENABLED influence on what people buy, there are TV noticeable differences across regions, which are highlighted in the following special 9% ASIA-PACIFIC section focusing on the global social consumer. 4% EUROPE 9 % M. EAST/AFRICA HOW DO YOU ACCESS SOCIAL 4% LATIN AMERICA NETWORKING SITES? COMPUTER GAME ASIA-PACIFIC 93% EUROPE 96% CONSOLE M. EAST/AFRICA 91% LATIN AMERICA 96% 5% ASIA-PACIFIC 3 % EUROPE 2% M. EAST/AFRICA 3 % LATIN AMERICA HANDHELD MOBILE PHONE TABLET MUSIC PLAYER ASIA-PACIFIC 59% ASIA-PACIFIC 28% 5% ASIA-PACIFIC EUROPE 33% EUROPE 8% 2% EUROPE M. EAST/AFRICA 48 % M. EAST/AFRICA 10% 2% M. EAST/AFRICA LATIN AMERICA 33% LATIN AMERICA 6% 2% LATIN AMERICA 21 © Nielsen 2012 © Nielsen 2012 22
  • 13. ARE YOU INTERACTING THE GLOBAL CONSUMER WITH SOCIAL MEDIA 63% DECISION JOURNEY WHILE WATCHING TV? MIDDLE EAST/ AFRICA 52% LATIN AMERICA The role of social media in the consumer followed closely by: Travel/Leisure (60%), decision journey extends beyond North Appliances (58%), Food/Beverages (58%), 47% America, and indeed is even more Clothing/Fashion (58%) and Restaurants ASIA-PACIFIC pronounced in other regions. (57%). These categories were also the most discussed products/services via Social media’s influence on purchase social networking. intent is strong across all regions, but strongest among online consumers in the Social media represents a huge Asia-Pacific, Latin America and Middle opportunity for brands to gain positive East / Africa markets. Thirty percent of favor with consumers. With growing online consumers in the Middle East / disposable income in emerging markets, Africa region and 29 percent in Asia-Pacific savvy marketers can harness the growing use social media on a daily basis to learn adoption and influence of social media to 38% more about brands/products/services, impact business. EUROPE with one-third of respondents in both regions connecting on a weekly basis. Across all regions, social media has the potential to influence consumers’ entertainment and home electronics YES NO purchase decisions. These categories are 23 © Nielsen 2012 © Nielsen 2012 24
  • 14. BEAUTY/ THE GLOBAL SOCIAL CONSUMER RESTAURANTS COSMETICS In the next year, how likely * are you to make a purchase based ASIA-PACIFIC 69% ASIA-PACIFIC 62% 37% EUROPE 33% on social media websites/online product reviews for each of EUROPE M. EAST/AFRICA 56% M. EAST/AFRICA 43% the following products/services? LATIN AMERICA 55% LATIN AMERICA 48% HOME FINANCIAL ENTERTAINMENT PRODUCTS/ AUTOMOBILES ELECTRONICS BANKING ASIA-PACIFIC 74% ASIA-PACIFIC 75% ASIA-PACIFIC 63% ASIA-PACIFIC 55% EUROPE 46% EUROPE 48% EUROPE 29% EUROPE 32% M. EAST/AFRICA 67% M. EAST/AFRICA 63% M. EAST/AFRICA 52% M. EAST/AFRICA 51% LATIN AMERICA 69% LATIN AMERICA 67% LATIN AMERICA 46% LATIN AMERICA 47% TRAVEL & JEWELRY/ APPLIANCES TOYS LEISURE ACCESSORIES ASIA-PACIFIC 72% ASIA-PACIFIC 69% ASIA-PACIFIC 48% ASIA-PACIFIC 48% EUROPE 48% EUROPE 47% EUROPE 25% EUROPE 20% M. EAST/AFRICA 57% M. EAST/AFRICA 57% M. EAST/AFRICA 41% M. EAST/AFRICA 41% LATIN AMERICA 61% LATIN AMERICA 62% LATIN AMERICA 38% LATIN AMERICA 29% FOOD/ CLOTHING/ BABY CARE DATING BEVERAGES FASHION ASIA-PACIFIC 72% ASIA-PACIFIC 74% ASIA-PACIFIC 47% ASIA-PACIFIC 43% EUROPE 38% EUROPE 39% EUROPE 19% EUROPE 18% M. EAST/AFRICA 59% M. EAST/AFRICA 58% M. EAST/AFRICA 32% M. EAST/AFRICA 42% LATIN AMERICA 56% LATIN AMERICA 56% LATIN AMERICA 25% LATIN AMERICA 28% 25 *Combined likely and somewhat likely responses © Nielsen 2012 © Nielsen 2012 26
  • 15. SOURCES ABOUT NIELSEN Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement 3-10 Nielsen NetView (July 2012), Nielsen Smartphone Analytics (July 2012) company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile 11-12 Nielsen U.S. Social Media Survey 2012 measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com. 13 Nielsen Mobile Connected Devices Report (Q2 2012) 14 NM Incite’s Social Guide (Twitter 2012 Social TV), Nielsen U.S. Social Media Survey Drives ABOUT NM INCITE NM Incite, a joint venture between Nielsen and McKinsey, provides social media software, research and advisory solutions to global Fortune 1000 marketers 15-16 NM Incite State of Social Customer Service Report 2012, Nielsen U.S. Social Media Survey 2012 looking to build strong, differentiated and emotionally-engaging brands. As one of the largest global leaders in applying social media to solve marketing 17-18 Nielsen U.S. Social Media Survey 2012 problems, NM Incite operates in over 30 markets, including the United States, Canada, United Kingdom, Germany, China, India Japan and Australia. 20 Nielsen U.S. Social Media Survey 2012 For more information, visit www.nmincite.com. Copyright © 2012 The Nielsen Company. All rights reserved. Nielsen and the 21-26 Nielsen Global Survey of Social Media Usage (Q1 2012) Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C. Other product and service names are trademarks or registered trademarks of their respective companies. 12/5420. ABOUT NIELSEN’S U.S. SOCIAL MEDIA SURVEY 2012: The Nielsen U.S. Social Media Survey 2012 is based on a representative sample of 1,998 adult (18+) social media users who were recruited from the Nielsen Online Panel to take an online survey. “Social media user” is defined as participating, talking, and networking online through various platforms to share information and resources. This includes Internet forums, blogs, Facebook, Twitter, video sharing, consumer rating and other social networking websites. The survey fielded from July 19 to August 8, 2012. ABOUT NIELSEN’S GLOBAL SURVEY OF SOCIAL MEDIA USAGE: The Nielsen Global Survey of Social Media Usage was conducted between February 10 and February 27, 2012 and polled more than 28,000 online consumers in 56 countries throughout Asia-Pacific, Europe, Latin America, the Middle East, Africa and North America. The sample has quotas based on age and sex for each country based on their Internet users, and is weighted to be representative of Internet consumers and has a maximum margin of error of ±0.6%. This Nielsen survey is based on the behavior of respondents with online access only. Internet penetration rates vary by country. Nielsen uses a minimum reporting standard of 60 percent Internet penetration or 10M online population for survey inclusion. 27 28