trend report presentation

S O C I A L M E D I A T O D AY S A M A N T H A H I LT O N — A U G U S T 2 0 1 4

“ C O N S U M E R S A R E B E C O M I N G M O R E A N D M O R E D E M A N D I N G A N D S E L E C T I V E . T H E Y N O W H AV E T H E O P P O R T U N I T Y T O I N T E R A C T W I T H B R A N D S AT A T I M E A N D T H R O U G H A C H A N N E L T H AT B E S T S U I T S T H E M ”

S O U R C E : H T T P : / / E T C - D I G I TA L . O R G / D I G I TA L - T R E N D S / C O N N E C T I V I T Y / U S A G E - PAT T E R N S /

I N F L U E N T I A L D I G I TA L T R E N D S

1 I N 3 D I G I TA L M I N U T E S I S S P E N T O N A M O B I L E O R TA B L E T D E V I C E

Y O U T U B E R E A C H E S M O R E P E O P L E B E T W E E N 1 8 - 3 4 T H A N A N Y C A B L E N E T W O R K

S O U R C E S : H T T P : / / B L O G . B U F F E R A P P. C O M / 1 0 - S U R P R I S I N G - S O C I A L - M E D I A - S TAT I S T I C S - T H AT- W I L L - M A K E - Y O U - R E T H I N K - Y O U R - S T R AT E G Y H T T P : / / E T C - D I G I TA L . O R G / D I G I TA L - T R E N D S / S O C I A L - N E T W O R K I N G - A N D - U G C / S O C I A L - N E T W O R K I N G - PAT T E R N S /

1 I N 2 C O N S U M E R S

S H A R E P H O T O S O F T H E I R I N T E R E S T S ; M O S T P O P U L A R A R E R E C E N T P U R C H A S E S

M O S T P O P U L A R T O P I C S T O S H A R E A B O U T:

1. M O V I E S & M U S I C

2. C O M M U N I T Y I S S U E S

3. S P O RT S

6 2 % O F C O N S U M E R S

S H A R E T H E I R L O C AT I O N …

7 5 % U N D E R T H E A G E O F 2 4 9 1 % H A P P E N S O N FA C E B O O K

6 1 % T W I T T E R 5 1 % I N S TA G R A M F O U R S Q U A R E I S O N LY A F R A C T I O N O F T H E S E % ’ S

S O U R C E S : H T T P : / / B L O G . B U F F E R A P P. C O M / 1 0 - S U R P R I S I N G - S O C I A L - M E D I A - S TAT I S T I C S - T H AT- W I L L - M A K E - Y O U - R E T H I N K - Y O U R - S T R AT E G Y H T T P : / / E T C - D I G I TA L . O R G / D I G I TA L - T R E N D S / S O C I A L - N E T W O R K I N G - A N D - U G C / S O C I A L - N E T W O R K I N G - PAT T E R N S / H T T P : / / R E A D W R I T E . C O M / 2 0 1 2 / 1 2 / 1 8 / W H Y- F O U R S Q U A R E - I S - C O M P L E T E LY- R E D U N D A N T- A N D - C O M P L E T E LY- S C R E W E D - T H A N K S - T O - FA C E B O O K

4 6 % O F I N T E R N E T U S E R S A R E C R E AT I N G C O N T E N T

4 1 % A R E C U R AT O R S

G L O B A L T R E N D “ U N B U N D L I N G ”

B L U R R E D L I N E S : PA I D V S . O R G A N I C C O N T E N T

now let’s look at specific social media platforms…

FA C E B O O K S TAT S

1.28 billion monthly active users

15% increase in users year after year

45-54 fastest growing age bracket

7.5 million promoted posts in past 2 years

H T T P : / / W W W. B U S I N E S S I N S I D E R . C O M / A - P R I M E R - O N - FA C E B O O K - D E M O G R A P H I C S - 2 0 1 3 - 1 0

H O W M U C H I S I T G R O W I N G ?

FA C E B O O K S TAT S

25-34 most common age bracket

50% of them go on as soon as they wake up

189 million users are mobile only (15%)!

H T T P : / / W W W. B U S I N E S S I N S I D E R . C O M / A - P R I M E R - O N - FA C E B O O K - D E M O G R A P H I C S - 2 0 1 3 - 1 0

W H O ’ S L O G G I N G O N ?

T W I T T E R S TAT S

2 4 1 M I L L I O N M O N T H LY A C T I V E U S E R S ( 9 8 2 M I L L I O N A C C O U N T S T O TA L )

4 3 . 4 M I L L I O N U S E R S T W E E T 1 + T I M E S P E R D A Y

M O S T P O P U L A R A G E D E M O G R A P H I C 1 8 - 2 9 — P R I M A R I LY C R E A T I N G C O N T E N T

FA S T E S T G R O W I N G D E M O G R A P H I C I S A G E S 5 5 - 6 4 — P R I M A R I LY C U R A T I N G C O N T E N T

E Q U A L LY D I V I D E D B E T W E E N M E N & W O M E N

H T T P : / / B L O G . B U F F E R A P P. C O M / 1 0 - N E W - T W I T T E R - S TAT S - T W I T T E R - S TAT I S T I C S - T O - H E L P - Y O U - R E A C H - Y O U R - F O L L O W E R S H T T P : / / W W W. B U S I N E S S I N S I D E R . C O M / T W I T T E R - U S E R - S TAT I S T I C S - 2 0 1 4 - 4 # I X Z Z 3 7 Q C R C 1 K 8

T W I T T E R S TAT SW H AT E A R N S E N G A G E M E N T ?

• 17% higher brand engagement on weekends

• Tweets with image gets 2x engagement

• Tweets with less than 100 characters gets 17% more engagement

• Tweets with 1-2 hashtags gets 2x more engagement

• 12x higher chance of being retweeted if brand asks for it, 23x higher if spell out retweet

• Tweets that include link 86% more likely to be retweeted

H T T P : / / B L O G . B U F F E R A P P. C O M / 1 0 - N E W - T W I T T E R - S TAT S - T W I T T E R - S TAT I S T I C S - T O - H E L P - Y O U - R E A C H - Y O U R - F O L L O W E R S H T T P : / / W W W. B U S I N E S S I N S I D E R . C O M / T W I T T E R - U S E R - S TAT I S T I C S - 2 0 1 4 - 4 # I X Z Z 3 7 Q C R C 1 K 8

IN TOTAL:

• 200 Million Monthly Active Users

• 20 Billion Photos Shared to date

DAILY:

• 1.6 Billion Likes

• 60 Million Photos Shared

H T T P : / / A N A LY T I C S . T O T E M S . C O / I N S TA G R A M - S TAT I S T I C S / H T T P : / / W W W. B U S I N E S S I N S I D E R . C O M / I N S TA G R A M - D E M O G R A P H I C S - 2 0 1 3 - 1 2 # I X Z Z 3 8 N V K S L S E

I N S TA G R A M S TAT S H O W M U C H I S I T G R O W I N G ?

• Over 90% of the 150 million users are under the age of 35

• Youthful demographics

• Skew towards women (68%)

• Urban > Rural users

• Quality > quantity of photos

I N S TA G R A M S TAT S H O W M U C H I S I T G R O W I N G ?

2500+ brands to date

The top 50 have at least 1.5 million followers & an average of 2 million posts mentioning them.

Top 3 brands: (based off followers & mentions)

1. Nike 2. Starbucks 3. Adidas

I N S TA G R A M S TAT S W H O ’ S D O I N G I T R I G H T ?

I N T E R E S T S TAT S

H T T P : / / M A S H A B L E . C O M / 2 0 1 2 / 0 2 / 2 5 / P I N T E R E S T- U S E R - D E M O G R A P H I C S /

U M B L R S TAT S

•Only 6% of internet users report using Tumblr

•120,000 daily sign ups

•194.6 million tumblr blogs to date

•28% of users access on a mobile device

•251% mobile engagement growth

•150 tumblr advertisers

H T T P : / / W W W. P E W R E S E A R C H . O R G / FA C T- TA N K / 2 0 1 3 / 0 5 / 2 0 / 5 - FA C T S - A B O U T- T U M B L R /

• Equally divided between men & women

• Most popular among young adults

• Skews toward the urban and educated

• 61% of teens consider Tumblr their

favorite social network

• 14% of 18-29 year olds have accounts

H T T P : / / W W W. P E W R E S E A R C H . O R G / FA C T- TA N K / 2 0 1 3 / 0 5 / 2 0 / 5 - FA C T S - A B O U T- T U M B L R /

U M B L R S TAT S W H O ’ S L O G G I N G O N ?

S N A P C H AT S TAT S

H T T P : / / K N O W L E D G E . C R E AT I N G R E S U LT S . C O M /2 0 1 3 / 1 1 / 0 1 / S E N I O R S - M A R K E T I N G - A N D -I N S TA G R A M - A N D - S N A P C H AT / H T T P : / / W W W. M E D I A B I S T R O . C O M / A L LT W I T T E R /S O C I A L - M E D I A - S TAT I S T I C S - 2 0 1 4 _ B 5 7 7 4 6

• S N A P S A R E O F A N Y T H I N G A N D E V E R Y T H I N G : S O M E C R A Z Y, S O M E M O R E P E R S O N A L

• 3 0 M I L L I O N M O N T H LY A C T I V E U S E R S ( 6 0 + M I L L I O N T O TA L U S E R S )

• 4 0 0 M I L L I O N S N A P C H AT S S E N T P E R D AY

• 7 0 % F E M A L E • 1 2 % O F S N A P S S H A R E D W I T H

M U LT I P L E R E C I P I E N T S • 5 % O F S E L F I E S O N S O C I A L

M E D I A A R E O N S N A P C H AT • 2 6 % U S E R S A R E B E T W E E N 1 8 - 2 9 • O N LY 9 % O V E R 3 0

S N A P C H AT S TAT S

H T T P : / / K N O W L E D G E . C R E AT I N G R E S U LT S . C O M /2 0 1 3 / 1 1 / 0 1 / S E N I O R S - M A R K E T I N G - A N D -I N S TA G R A M - A N D - S N A P C H AT / H T T P : / / W W W. M E D I A B I S T R O . C O M / A L LT W I T T E R /S O C I A L - M E D I A - S TAT I S T I C S - 2 0 1 4 _ B 5 7 7 4 6

• “ M Y S T O RY ” L E T S U S E R S P O S T A F L I P - B O O K O F S N A P S , T H R O W S V I E W E R R I G H T I N T O T H E E X P E R I E N C E

• G R E AT E X A M P L E S O F B R A N D S : TA C O B E L L , M C D O N A L D S — T E A S E R S , F U N N Y S T O R I E S , P R O M O C O D E S

• “ L I V E F E E D ” O F B I G E V E N T S : E D C A N D T H E W O R L D C U P

W H AT D O E S T H I S M E A N F O R A D V E RT I S I N G ?

We live in a “share everything” era, and these social networks make that 100% possible.

Users are turning to social media when making purchases to inform their decisions with the help of trusted opinions, and to share their experiences afterward.

Let’s look at specific age group’s usage habits of social media…

H T T P : / / E T C - D I G I TA L . O R G / D I G I TA L - T R E N D S / S O C I A L - N E T W O R K I N G - A N D - U G C / S O C I A L - N E T W O R K I N G - PAT T E R N S /

G E N E R AT I O N Z : H I G H S C H O O L E R S

“ G E N E R A T I O N Z A R E T H E M O S T M A T E R I A L L Y E N D O W E D , T E C H N O L O G I C A L S AT U R AT E D , F O R M A L LY E D U C A T E D G E N E R A T I O N O U R W O R L D H A S E V E R S E E N . O N AV E R A G E T H E Y W I L L L I V E L O N G E R , S TAY I N E D U C A T I O N L A T E R , A N D W O R K A C R O S S M O R E C A R E E R S T H A N A N Y P R I O R G E N E R AT I O N ”

H T T P : / / G E N E R AT I O N Z . C O M . A U / T R E N D S /

• 8.3% of population

• Tech savvy – never known life without computers

• Sociable

• Multi-taskers

• Short attention span: crave instant gratification

W H O A R E T H E Y ?

G E N E R AT I O N Z : H I G H S C H O O L E R SS O C I A L M E D I A U S A G E

ALWAYS CONNECTED!

• Report to spending almost every waking hour online

• All are connected for 1+ hours per day, 46% connected 10+ hours per day

• ¼ are actively connected within 5 minutes of waking up, ¾ connected in an hour or less

• Less than half agree that they value the time when their “unplugged”

• 93% say they visit YouTube at least once a week, 54% multiple times per day

G E N E R AT I O N Z : H I G H S C H O O L E R SS O C I A L M E D I A U S A G E

Craving Instant Gratification?

• Facebook is losing a significant portion of their under 18 users to Instagram — attention span has decreased

• Appreciate cross-platform campaigns & humorous play on current pop-culture phenomenon, etc

Why do they share?

1.It is entertaining and fun 2.They like to learn new things

W H E N A S K E D A B O U T T H E I R V I E W O F A D V E RT I S I N G O N T H E I R S O C I A L N E T W O R K S :

Clicked on ads? (generally) 1-2 times 1-2 times 1-2 times Didn’t really notice ads

View of ads? In my way and annoying In my way and annoying Sometimes helpful Engaging and shareable

What I think: have interacted with brands via social media, may be more prone to clicking on ads. but according to their view of ads, they appreciate ads that are integrated as opposed to just sponsored on Facebook and Twitter

W H E N A S K E D A B O U T T H E I R FAV O R I T E B R A N D P R E S E N C E O N S O C I A L M E D I A …

“I enjoy following LF stores on Instagram because they use real girls who work in their stores as models for their clothes, allowing me to attain a more realistic idea of how the clothes would look on my body, as well as give me inspiration to put outfits together from the clothes featured in their store” - Maddie, 17

“Nasty gal, (clothing brand) it’s fun and creative content. Also a lot of multi media content” - Emily, 18

M I L L E N N I A L S : C O L L E G E S T U D E N T S

“ M I L L E N N I A L S [ A R E ] E A S I L Y T H E M O S T S T U D I E D D E M O G R A P H I C S I N C E T H E I R PA R E N T S , T H E B A B Y B O O M E R S … T H E Y A R E G R O W I N G U P D U R I N G A P E R I O D W H E N T E C H N O L O G Y A N D E C O N O M I C F O R C E S A R E C H A N G I N G R A P I D LY … G E N Y R E P R E S E N T S B I G B U C K S . R O U G H LY 8 0 M I L L I O N A M E R I C A N M I L L E N N I A L S S P E N D $ 6 0 0 B I L L I O N A N N U A L L Y , A N D B Y 2 0 2 0 , I T ’ S E X P E C T E D T H I S G E N E R AT I O N ’ S S P E N D I N G W I L L H I T $ 1 . 4 T R I L L I O N P E R Y E A R , O R A B O U T 3 0 % O F A L L R E TA I L S A L E S . ” — T I M E M A G A Z I N E

H T T P : / / I D E A S . T I M E . C O M / 2 0 1 4 / 0 2 / 1 6 / M I L L E N N I A L S - T R U S T- N O - O N E - B U T- T W I T T E R /H T T P : / / W W W. G E N E R AT I O N Y. C O M / C H A R A C T E R I S T I C S /

M I L L E N N I A L S : C O L L E G E S T U D E N T S

• E M B R A C E I N N O VAT I O N

• T E C H - S AV V Y

• FA M I LY- C E N T R I C

• A M B I T I O U S

• T E A M P L AY E R S

• AT T E N T I O N C R AV I N G –

WA N T T O B E L O V E D

• L O V E T O S H O P B U T

P U R C H A S E L E S S F R E Q U E N T LY

— H A R D LY E V E R “ S P L U R G E ”

• C O N V E N I E N C E A N D C H E A P

P R I C E S A R E W H AT M AT T E R S

• 8 2 % S A I D T H E Y W O U L D H AV E

M O R E FA I T H I N A C O M PA N Y

I F I N V O LV E D I N S O C I A L

M E D I A

H T T P : / / I D E A S . T I M E . C O M / 2 0 1 4 / 0 2 / 1 6 / M I L L E N N I A L S - T R U S T- N O - O N E - B U T- T W I T T E R /H T T P : / / W W W. G E N E R AT I O N Y. C O M / C H A R A C T E R I S T I C S /

M I L L E N N I A L S : C O L L E G E S T U D E N T SS O C I A L M E D I A — W H I C H D O T H E Y U S E T H E M O S T ?

1.Facebook – 53%

2.Twitter – 19%

3.Instagram – 18%

4.Tumblr – 5%

5.Pinterest – 1%

M I L L E N N I A L S : C O L L E G E S T U D E N T SS O C I A L M E D I A U S A G E

W H Y D O T H E Y L I K E A PA G E ?

68% True fans

56% Giveaways

55% Good content

47% Personal connection

W H E N & H O W A R E T H E Y

C H E C K I N G T H E I R F E E D S ?

• Spend biggest % of time in the

evening

• 40% check FB 6+ times a day

• 63% check Twitter at least once a day

• 71% of them “check in”

• Smartphone or tablet > laptop

M I L L E N N I A L S : C O L L E G E S T U D E N T SS O C I A L M E D I A U S A G E

W H AT A B O U T B R A N D S & A D V E RT I S E M E N T S ?

• Self-proclaim likeliness to click on FB ad:

1. Not likely – 39% 2. Depends on ad – 33% 3. Never – 19%

• 42% of students love seeing good deals & discounts on their social media feeds

• 90% of them think it’s okay for a

brand to post on Facebook,

including 56% who think it’s

okay if the content is valuable

• 12% of students have made a

purchase on Facebook, 88%

have not

• 23% of students have

purchased an item discovered

on Pinterest, 77% have not

W H E N A S K E D A B O U T T H E I R V I E W O F A D V E RT I S I N G O N T H E I R S O C I A L N E T W O R K S ?

Clicked on ads? (generally) Never Never 1-2 times 1-2 times

View of ads? In my way and annoying I don’t really notice it Sometimes helpful Engaging and shareable

What I think: similar to high schoolers, they have interacted with brands via social media, but according to their view of ads, they appreciate ads that are integrated as “organic content” (instagram and pinterest) — and have clicked on them. As opposed to Facebook and twitter with annoying sponsored ads

“Free People, keeps consistent with brand identity and is always visually appealing” - Jill, 21

“Chipotle because they always have fun things to offer on their networks and cool events” - Liz, 21

M I L L E N N I A L S : P O S T G R A D“ T H E Y ’ V E G R A D U AT E D C O L L E G E W I T H T E N S O F T H O U S A N D S O F S T U D E N T L O A N D E B T. T H E Y ’ V E E N T E R E D A J O B M A R K E T AT I T S T I G H T E S T S I N C E T H E G R E AT D E P R E S S I O N . T H E Y ’ R E E C O N O M I C A L LY C O N S E R VAT I V E A L M O S T T O T H E P O I N T O F B E I N G F R U G A L A N D D O N ’ T A S S U M E T H E Y ’ L L L I V E B E T T E R T H A N T H E I R PA R E N T S ( A N D M A N Y W O N ’ T ) . T R U S T, F O R T H E M , I S N ’ T A G I V E N ; I T H A S T O B E E A R N E D ” - T I M E M A G A Z I N E

H T T P : / / I D E A S . T I M E . C O M / 2 0 1 4 / 0 2 / 1 6 / M I L L E N N I A L S - T R U S T- N O - O N E - B U T- T W I T T E R /

W H E N A S K E D A B O U T T H E I R V I E W O F A D V E RT I S I N G O N T H E I R S O C I A L N E T W O R K S ?

Clicked on ads? (generally) 1-2 times 1-2 times 1-2 times Never

View of ads? In my way and annoying Sometimes helpful Sometimes helpful I don’t really notice it

What I think: sometimes interact with ads — particularly facebook, twitter and instagram. most negative view towards advertising is on facebook

“My current favorite brand on social media would have to be Coca Cola, probably because I am seeing the new ‘share with (insert name)’ campaign everywhere and I think it's a cool and fun way to get people interacting. It is also making a huge brand seem more personal.” - Somyah, 24

“Gap on Instagram - for such a large, corporate brand, they do a great job of curating beautiful content that doesn't seem overly branded and is native to the platform”. — Carolyn, 24

“Redbull. They always have pictures/ videos of interesting events and people. Really focus on high adrenaline activities and stunts which is always fun to see” — Mike, 22

C O N C L U S I O N S

T H I N G S T H AT C A N ’ T FA I L F O R A L L T H R E E S E G M E N T S :

• F U L L I N T E G R AT E D C A M PA I G N S A C R O S S A L L S O C I A L M E D I A P L AT F O R M S — T H E Y ’ R E A L L S T I L L I M P O R TA N T

• P L AY O N C U R R E N T P O P - C U LT U R E T R E N D S — T I M I N G I S E V E R Y T H I N G

• S I M P LY G O O D A N D A U T H E N T I C C O N T E N T — S H A R E E V E R Y T H I N G E R A

• M I G R AT I O N T O O N LY M O B I L E A N D TA B L E T D E V I C E S — G O O D B Y E D E S K T O P S

Q U E S T I O N S ?

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