Scarborough social media infographic

1. 201220072002
TRADITIONAL MEDIA USAGE FOR NEWS CONSUMPTION, 2002–2012
86%
80%
68%
27% 25% 25%
75%
66%
201220072002
DIGITAL MEDIA USAGE FOR TOTAL U.S. ADULTS, 2002–2012
27%increase in
reading news online
250%increase in
watching TV online
314%increase in
watching video online
63%increase in visiting
newspaper websites
214%increase in
listening to radio online
214%increase in
listening to radio online
214%increase in
listening to radio online
300%increase in
watching movies online
62%
Seattle, WA
61%
Kansas City, MO
60%
Portland, OR 20% 61%
Salt Lake City, UT
20%
Colorado Springs, CO
19%
Norfolk, VA
22%
San Francisco, CA
21% 62%
Austin, TX
20% 61%
Dallas, TX
20% 60%
Columbus, OH
20% 60%
Atlanta, GA
21% 59%
Washington, DC
21% 59%
Baltimore, MD
Austin, TX has consistently maintained
its position in the top three local
markets for social media usage.
for social media
IN PAST 30 DAYS, 2009–2012
2%
are 65+ years old
53%
are 18-34 years old
14%
are 50-64 years old
31%
are 35-49 years old
7%
are 65+ years old
42%
are 18-34 years old
22%
are 50-64 years old
29%
are 35-49 years old
NO TREND CAN CATCH ON WITHOUT THE PARTICIPATION OF A SUBSTANTIAL NUMBER OF U.S. ADULTS.
Though younger generations were responsible for starting the shift toward social media, in just three years older
adults have begun to show participation levels on par with the original social media fans.
Age Ranges
of social media users
in
2012
in
2009
In 2006, 8% of U.S. adults
lived in a household that
owned a smartphone. In
2012 it was 44%.
SMARTPHONES
8+448% 44%
450%
INCREASE
In 2010, 5% of adults
watched video clips on
theirsmartphone. In 2012
it was 16%.
5+165% 16%
220%
INCREASE
VIDEOS
Tablet PC (iPad, Galaxy,
Xoom, etc.) ownership
went from 7% in 2011 to
19% in 2012.
7+197% 19%
171%
INCREASE
TABLET PCs
In 2010, 12% of adults got
news/weather/trafficfrom
theirsmartphones.In2012
it was 28%.
12+2812% 28%
133%
INCREASE
NEWS, WEATHER,
& TRAFFIC
In 2011, 9% of people used
amobiledevicetoreadthe
newspaper in the past 30
days. In 2012 it was 14%.
9+149% 14%
56%
INCREASE
NEWSPAPER
Mobile
Device
Usage
13%of Austin, TX
18-34 year olds used
social media in the
past 30 days to follow
or become a fan of
something or someone.
42%of U.S.
adults agree the
internet is their
main source of
entertainment.
25%of U.S. adults
think social media is
important for finding
information about
news or current events.
24%of U.S.
adults think it's
important to use
social media to find
local information.
71% of U.S. adults agree that having a
mobile device that can do everything
is very convenient.
Americans are enthusiastic about the
opportunities for engagement with
content on new devices, expanding the
overall ways they can consume media.
For purchase information about
this, or any other consumer
topics, please contact:
Scarborough
Haley Dercher • 646.517.1042
HDercher@scarborough.com
dialog.scarborough.com
Read newspaper
Listened to the news/talk/
information radio format
Watched local TV news
TOP 10 MARKETS FOR SOCIAL MEDIA USAGE IN 2012
TOP 10 MARKETS FOR SOCIAL MEDIA USAGE IN 2009
Local Markets
A S C A R B O R O U G H I N F O G R A P H I C
Source: Scarborough USA+ Study, Release 2, 2002, 2006,
2007, 2009, 2010, 2011, 2012 — Scarborough/GfK MRI
Attitudinal Insights Data. © 2013 Scarborough. FOLLOW US ON &
0%
40%
20%
10%
30%
Social media grew 238%between 2009 and 2012.
54%of adults
engaged with
social media.
2012
2009
Social media has seen unprecedented growth compared
to all other media forms measured by Scarborough.
4+837+515+8100%
INCREASE
38%
INCREASE
60%
INCREASE
8%4% 51%37% 8%5%
in
2012
in
2010
BY PLATFORM:
LinkedIn is the only
platform for which
the 35–49 age group
indexes higher for usage
than the 18–34 crowd.
17%of U.S.
adults think social
media is important
to meet or network
with professional
contacts.
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The changing landscape.
How has usage of media shifted as the country becomes more technologically savvy and socially inclined? Local
market consumer insights firm Scarborough illustrates the ways media consumption has evolved due to increased
internet access, the narrowing of the age gap in usage across media platforms, and the way geography influences
media orientation. By understanding that these seismic shifts reflect an evolving balance of cross-platform media
usage, marketers and advertisers can better craft their marketing mix and appeal to more diverse audiences.
Digital Media
Traditional Media
16%of adults
engaged with
social media.
23%of U.S.
adults used social
media in the past
30 days to post
that they “like”
something.
14%of U.S. adults
think social media is
important for them
to show support
of their favorite
companies or brands.
Social Media
The percent of U.S. adults who accessed the internet in
the past 30 days went from 57% in 2002 to 78% in 2012.
37%
INCREASE
Social. Digital.Traditional.
Media.
While consumption of media on traditional platforms is declining or flat, Americans continue to pursue media.