Social Media consumer research

Figaro Digital

Social media – Survey Results

rrisk@lightspeedresearch.com
Twitter: @rrisk

Lightspeed Research
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Actively Managed and Delivering
Engaged Consumer Panels Real Results
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625 total
in 40 countries with
employees
approximately 4
million panelists

Copyright © 2012 Lightspeed Research. Proprietary and Confidential. All rights reserved.

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with over 4 million panelists. Belgium Poland

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Copyright © 2012 Lightspeed Research. Proprietary and Confidential. All rights reserved.

Methodology

• The survey was conducted on
Lightspeed Research's UK
online panel in November 2012.
There were 1001 respondents
to the survey, all of whom have
a social media account, either
for work or personal use.

Copyright © 2012 Lightspeed Research. Proprietary and Confidential. All rights reserved. 4

Personal vs business social
Social networking sites registered on
Personal Work

Facebook 86 %
9%

YouTube 45 %
5%

Twitter 34 %
6%

Google + 20 %
6%

Linkedln 11 %
13 %

Myspace 8%
2%

pinterest 5%
1%

Tumblr 3%
1%

Other 1%
3%

Redit 1%
1%

Digg 1%
2%
Never registered on any social 1%
networking sites f or work / personal use 72 %

Source: Lightspeed Research


More than half of all respondents have
actively engaged with brands

liked, friended, become a fan, followed, retweeted, commentedAll rights reserved. shared branded content
Copyright © 2012 Lightspeed Research. Proprietary and Confidential. on or otherwise 6

How many times in the last three months have
you actively engaged with a brand on any of
the social networking sites

More than 20 times Between 10 and 20 times Five to ten times Less than f ive times Once

Tumblr 13 % 16 % 3% 28 % 41 %

Facebook 11 % 11 % 26 % 35 % 17 %

Google+ 9% 8% 12 % 27 % 44 %

Twitter 8% 9% 20 % 26 % 37 %

MySpace 7% 11 % 11 % 26 % 44 %

YouTube 6% 8% 12 % 26 % 49 %

LinkedIn 4 %4 % 11 % 26 % 54 %

Pinterest 2 % 7 % 21 % 29 % 41 %

Base: Respondents who have engaged with a brand in the last 3 months


Why not engage with brands on social media?


Consumers look for benefits

Recommended 17%
Interest in the brand 46%
Specific offer / promotion 51%

Enter a competition 55%

Information on new
products 37%


Reasons for liking or following a brand
18 – 34 35 – 54 55 – 64

56 %
To take part in a competition 54 %
53 %

Because I want to take advantage of a specif ic 51 %
52 %
of f er/promotion 48 %
51 %
Because I f ind the brand interesting 45 %
35 %

Because I want to be inf ormed any time a new 44 %
32 %
product/item comes out 32 %
20 %
Because a f riend has recommended it 18 %
9%
There'd been a lot of buzz around that 16 %
particular piece of content and I wanted to see 13 %
what people were talking about 10 %
16 %
Because it's relevant to my job 11 %
4%

I don't 'like' or Follow brands on Social 3%
3%
networks 6%


A friend for life?


Favourite brands to engage with


Types of brands most likely to engage with
Male Female
Food and drink 54 %
65 %
Entertainment 53 %
52 %
Cosmetics & Toiletries 16 %
53 %
Technology 50 %
24 %
Household goods 30 %
37 %
Fashion 17 %
43 % The younger the
Travel 33 %
25 %
Gaming 33 %
respondent, the more likely
17 %
Charities 20 %
26 %
they are to engage with
Arts and culture 18 %
24 %
cosmetics, fashion and
Motor 6%
26 % gaming brands
Government/social/political 18 %
10 %
Other retail 10 %
14 %
Medical 13 %
9%
Financial services 15 %
5%
Property 10 %
6%
None 3%
3%


Of people who
engaged with a brand
Copyright © 2012 Lightspeed Research. Proprietary and Confidential. All rights reserved. 17 in the last 3 months

Nature of the most recent piece of
shared branded content from a friend
Total Male Female
33 %
28 % 29 % 28 %
27 %
22 % 22 %
20 %
18 %
16 %
14 %
9% 10 %
7% 7%
4% 5% 3%

Specif ic Competition Other Video Game Survey
voucher,
discount or
of f er
Base: Engaged with a brand because a friend shared branded content


Of people who engaged with a
brand because a friend shared
branded content

Striking up a conversation


Encouraging comment works…
51% - the brand invited
users to post their own
32% - wanted to let the
comments or content as
brand know I enjoyed their
part of their campaign
product or service

8% - wanted to
register a complaint

What was2012 Lightspeed Research. Proprietary and purpose reserved.
Copyright © the conversation Confidential. All rights 21

But offers could be more effective

What would prompt you to engage with more brands


What would encourage you to purchase / purchase
more actual on Facebook?

A wide range of items f or sale 10%

If I could buy brands I know and trust 10%

More variety of stores / people to buy f rom 9%
Making it easier to search f or and f ind items that are f or
9%
sale
Easier/f aster payment process 7%

If I wanted it and it was only available on Facebook 7%
If it was easier to buy on Facebook than on a regular e -
6%
commerce site
If it was an exclusive f or "f ans" / those who have "liked" the
4%
brand page
If it was recommended to me by a f riend on Facebook 3%

If one of my f riends has bought something f rom Facebook 3%
If more of my f riends were willing to do a group shopping
1%
session
If one of the celebrities I f ollow recommended shopping on
1%
Facebook
Other 1%

Nothing - I'm not interested in buying f rom Facebook 57%

I do not have f acebook 17%


Safety a concern


Summary
• More than half of all respondents have actively engaged
with brands
• Competitions and benefits best to encourage
engagements
• Boring or repetitive content will put people off
• Need to educate on benefits and security
• Encouraging friends to promote content could be effective


Social Media consumer research

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