Social media has risen dramatically in popularity and usage. 2 in 3 internet users worldwide visited a social networking site in May 2010. Facebook had 500 million active users in July 2010 and YouTube saw 24 hours of video uploaded every minute. Even older generations are increasingly using social media. It impacts many aspects of life, including how 1 in 6 marriages are now between couples who met on social media. Both consumers and businesses are actively using social media to find information, make recommendations, and promote products and services. Younger people, aged 18-24, are especially active on social media and integrate it deeply into their daily lives and activities. The rise of mobile internet access has also contributed significantly to the rise of social interactions and sharing on social media

1. A connected generation:
the rise and rise of
social media
Sarah Everitt,
Louise Brice,
1

2. The rise and rise of social networking
2 in 3 internet users
worldwide visited a
social networking site
in May 2010
Source: ComScore May 2010

3. The rise and rise of social networking
In July there were 500 million
people worldwide actively
using Facebook
50 million tweets per day,
on average
24 hours of video uploaded
to YouTube every minute
Source: Facebook; Royal Pingdom; YouTube

4. It’s entering the mainstream..
Globally, more people use social networks than
email
Source: Mary Meeiker, April 2010

5. It’s for us all ...
Even your mum is friending you on Facebook!

6. .. And impacts on every part of our lives
1 in 6 marriages
that occurred last
year, were between
couples who met
via social media
Source: “What the F*ck is Social Media Now?,” by Marta Kagan, Nespresso

7. And for businesses too
54% SMBs use social
media to promote their
business
Source: www.forbes.com

8. .. With increasing revenue spent on social media
UK social marketing spend
expected to reach €83M
in 2010 (55% increase vs. 2008)
Source: Forrester Social Media Forecast April 2010

9. Social Media is everywhere ...

10. Consumers like the same websites, but for different
needs
Q Thinking about where you go to find out information about products, brands and services.
Which of the following websites are you likely to visit to ...
Websites Trusted for For forums/
for... Finding information recommendations discussions
Google 79% 42% 17%
Amazon 44% 44% 15%
Wikipedia 31% 9% 6%
bbc.co.uk 26% 19% 17%
Yahoo 20% 13% 10%
Facebook 10% 8% 34%
MSN 10% 5% 9%
YouTube 10% 4% 10%
Twitter 2% 1% 7%
Base: 1047 British adults, August 2010

13. The internet is....
Q Please type in .. the first 3 words that come to mind when thinking about how you would
describe the internet.
Base: 1047 British adults, 124 British adults aged 18-24, August 2010

14. .. but is more fun & social for 18‐24s
Q To what extent do you agree .. that the Internet is..? (Rating 8-10)
89%
Useful
92%
88%
Informative % All adults
87%
70% % 18-24 yr olds
Entertaining
79%
68%
Fun
78%
54%
Social
77%
Base: 1047 British adults, 124 British adults aged 18-24, August 2010 Source: Ipsos MORI

15. Social sites are destination sites for 18‐24s
18‐24s are most likely
to first visit social
networking sites when
logging on to the web
Source: Ipsos MORI

16. Sites not traditionally associated with social
networking are also viewed as social
1 in 5 view bbc.co.uk
as highly social
(rating 8‐10 out of 10)
30% of daily
bbc.co.uk users
would be happy to
engage in a forum on
the site
Q To what extent do you agree that bbc.co.uk is social?
Base: 1047 British adults, August 2010 Source: Ipsos MORI

17. Using the internet is in itself a social activity
70% Occasionally
Regularly
59% Always
56%
43% 42% 42% 41%
34% 31%
22%
32% 29%
20% 16% 16%
12%
9% 9% 10%
7% 8% 7%
2% 2%
YouTube Facebook MySpace Flickr Twitter MSN
Q How often, if at all, do you tend to look at websites together with others?
Base: all past month users, August 2010 Source: Ipsos MORI

18. ... and particularly for 18‐24s
All adults
Aged 18-24
77%
70% 68%
62%
59% 56%
56% 55%
49% 49% 48% 45%
41%
37%
YouTube Facebook eBay Google Amazon MSN Yahoo
Q How often, if at all, do you tend to look at websites together with others?
Base: all past month users, August 2010 Source: Ipsos MORI

19. 18‐24s are as likely to be on social networks as out with
friends
71% ‐ Staying in and talking to friends / family
65% ‐ Going out with friends and family
All adults
44% ‐ Chatting via social networks with friends / family
87% ‐ Staying in and talking to
friends / family
18‐24 year olds 77% ‐ Going out with friends and
family
78% ‐ Chatting via social networks
with friends / family
Base: 1047 British adults, 124 British adults aged 18-24, Online representative sample, August 2010 Source: Ipsos MORI

20. 18‐24s do more of everything! And multi‐task!
Q Which if any of the following have you done in the past week?
(Average number of mentions)
Base: 1047 British adults, 124 British adults aged 18-24, August 2010 Source: Ipsos MORI

21. Those with mobile internet are particularly social
Source: Ipsos MORI
Base: 1047 British adults, 233 British adults who use a mobile /PDA to access the internet, August 2010

23. There is a high degree of trust in online sources if
they are from like‐minded people
% Low (1-4) % Mid (5-7) % High (8-10)
Review website 12 37 42
Reviews on a blog 19 42 27
Reviews on a social networking
22 39 26
site from people you know
Newspaper reviews 19 48 25
A TV ad 34 42 14
Q How would you rate the trust you have in the following?
Base: 1047 British adults, August 2010 Source: Ipsos MORI

24. 1 in 5 18 ‐24 year olds has liked a product/brand
Q Have you done any of the following in the past month?
13% % All adults
Liked a product / brand on Facebook
21%
% 18-24 yr olds
Watched video / ad about a product / 11%
brand on YouTube 15%
All adults
Become a fan of a product / brand on 10%
Net: any Facebook activity 22%
Facebook 15% Net: any YouTube activity 12%
18-24s
7% Net: any Facebook activity 32%
Liked a video / ad by a product /
Net: any YouTube activity 18%
brand on Facebook 13%
Recommended a product / brand on 6%
Facebook 6%
Base: 1047 British adults, 124 British adults aged 18-24, August 2010

25. And these are not just existing customers
We asked people how well they know the brands whose videos they share
or who they ‘Like’?
70% know well 65% know well
42% are a customer of 40% are a customer of
2,217 respondents who look at brand content on each site Source: OTX2

26. Sharing ads and “liking” brands increases affinity
3 in 4 people say this
impacts how they feel
about the brand
Q6e/Q6ee. Sample = 1,426 & 1,878 users of YouTube & Facebook respectively who have shared brand videos/’liked’ a brand Source: OTX

27. Recommendations impact behaviour
1/3 of users act upon
recommendations
Base: all past month users, August 2010 Source: Ipsos MORI

28. Social media campaigns are an opportunity...

29. ..to engage consumers with your brand

30. ..any brand!

31. ..and work across platforms

32. People want to talk to you but:
Of those contacting brands....
69% were satisfied with the response
14% were dissatisfied
8% received no response at all
Base: n=84 British adults who have contacted a brand/company via a social networking site, August 2010 Source: Ipsos MORI

33. What we really want is...
Separation!
Imagine you could create the perfect social networking site for the future. What would it look like and what features would it have?
Base: 1047 British adults, August 2010 Source: Ipsos MORI37

34. In summary
1 Social media extends beyond networking sites
2 Brand interactions on social media count
3 You can reach new audiences
Looking forward, consumers want more closed
4 networks

35. Thank you!