Social Media Study 2009 by People from Cossette

SOCIAL MEDIA STUDY

NOVEMBER 2009

CANADA

SOCIALMEDIASTUDY

Report

SOCIAL MEDIA STUDY

NOVEMBER 2009

CONTENTS

Page

Methodology 3

Introduction 5

Information and conversations on the Internet 8

Time spent with the Internet 15

Social networks 21

Social media

Behaviour 29

Segments profiles 39

Conclusion 53

Implications 59

SOCIAL MEDIA STUDY

NOVEMBER 2009

METHODOLOGY

SOCIAL MEDIA STUDY

NOVEMBER 2009

METHODOLOGY

Objectives Cossette mandated Impact Research, its marketing research division, to gather insights on consumers who use social media. More specifically, we looked at penetration, purpose, behaviour and attitudes toward social media..

Population Internet users aged 18 years or older in Canada, the US and the UK.

Sampling Simple random amongst two separate panels

Data collection Online survey, self-administered questionnaireJune 26th to July 17th, 2009

Margin of error Sample size : 3,227 respondentsMargin of error : ± 1,7 % at 95 % confidence level (19 times out of 20)

Weighting Gender, age and sub-region by geography.Total results reflect average of three geographies (ie: not weighted to population sizes)

Weighting sources & sample sizes:Canada - Statistics Canada, 2006 Census, n=1,225U.S. - U.S. Census Bureau, 2005-2007 American Community Survey, n=1,001U.K.- Office for National Statistics, 2001 Census data, n=1001

SOCIAL MEDIA STUDY

NOVEMBER 2009

INTRODUCTION

SOCIAL MEDIA STUDY

NOVEMBER 2009

INTRODUCTION

Two separate groups are connected by their social media BEHAVIOUR as:

A. Audiences LOOK and REACT

to what

B. Transmitters SHARE and CONTRIBUTE

Examples of online activity that depicts social media behaviour.

Technology is changing how we communicate, profoundly. In this study, we wanted to transcend trends and hype, avoid the brands and buzz of the

moment, and focus on behaviour.

RECEIVERS(AUDIENCE)

TRANSMITTERS(MEDIA)

LOOK REACT SHARE CONTRIBUTE

Look up or read what others are sharing about themselves

Follow linksothers have

found interesting

Share linksand recommend useful

content

Maintain a personal web page or blog

SOCIAL MEDIA STUDY

NOVEMBER 2009

INTRODUCTIONPeople have always been social, talking about companies, products and services. They just never had the mechanism for doing it with any kind of scale.

We define social media allot broader than social networks. It is characterized by the mobilisation of people, as citizens and consumers, who feel empowered through the discovery of technology to become transmitters themselves. The information and opinions they SHARE and CONTRIBUTE, and how others REACT to them, that is social media.

These new channels were grouped under:> Friends and colleagues> Family> Other citizens (whom you don’t personally know).

Their footprint (or influence) was compared to more traditional online outlets ofinformation and opinion about NEWS and PRODUCTS:

> News professionals> Companies> Search engine rankings

SOCIAL MEDIA STUDY

NOVEMBER 2009

INFORMATIONAND

CONVERSATIONSON THE INTERNET

SOCIAL MEDIA STUDY

NOVEMBER 2009

Social media is changing how people inform themselves online, first turning to friends, colleagues, family and even to other citizens they don’t personally know.

Consult informationproduced by ________

to inform themselves about:

43%

56%

42% 40%

15%

55%52%45%

51% 47%

24%

66%

Top searchrankings (no

matter thesource)

Newsprofessionals /

Companies

Friends /colleagues

Family Other citizens NET SOCIAL

News Products

LOOKING FOR INFORMATION

Q10 - Considering news and current affairs, do you ever consult information that is produced by _________? (n=3,227)Q11 - Considering products and services, and excluding advertising, do you ever consult information that is produced by _________? (n=3,227)

More people turn to social media for product

information than top search rankings (52%)or companies (45%).

News professionals are challenged by social

media that friends, relatives and other citizens

are able to produce(net score 55%)

SOCIAL MEDIA STUDY

NOVEMBER 2009

Consult informationproduced in social media*


50%60% 56% 55%59%

73%65% 66%

Canada US UK NET SOCIAL

News Products



*: Social Media

Is characterized as onlineinformation produced by:

• Friends / colleagues• Family• Other citizens

Social media behaviour is reported in all three markets surveyed, although Americans are more active than the Canadians or British, especially concerning product information.

SOCIAL MEDIA STUDY

NOVEMBER 2009

Consult informationproduced in social media*


70%62%

55%50% 49%

78%73%

67%60% 60%

18-24 25-34 35-44 45-54 55+

News Products



* Social MediaFriends / colleaguesFamilyOther citizens

Social media behaviour is particularly apparent among those under the age of 45, although a strong majority of older consumers do turn to their peers for product info.

SOCIAL MEDIA STUDY

NOVEMBER 2009

SHARING INFORMATION- Growth in social media reflects the role that new media play in people’s lives, when they want to share what’s important to them. - Top first-mention is E-mail (34%), but not to the 18-24 age group to whom social networks

represent the preferred mean of sharing.

Q6-7. When you want to share information or discoveries that are important to you with your friends, what do you do? Are there any others? > All respondents (n=3,227)

34%27% 23%

11%1%

44% 52%53%

18%

7%0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

E-mail Telephone In person Social Network Webpage orblog

Text / SMSMessage

First mention Other mentions

78% 79% 76%

29%

8% 2%

32% ”publish” information on the Internet.29% use social networks

(+11 pts. over Fall ’08 in Canada).

Social networks by age

26% 22%14%

6% 2%

28%28%

22%

16%8%

18-24 25-34 35-44 45-54 55+

First Mention:26% of 18-24 would rather share on a social ntwk. than e-mail (15%)

Americans are least likely to inform in person (20%), preferring e-mail (36%) and telephone (30%).

SOCIAL MEDIA STUDY

NOVEMBER 2009

ONLINE CONVERSATIONS

Q8-9. When you share information on the Internet, what do you talk about most often? What other things do you generally talk about? > (n=3,227).

Leisure activities are the most discussed topic online while commercial products area subject of conversation for:

- 29% of online users;

- 35% of men;

- 35% of 18-24 yr. olds (50% in Canada).

22%

11%6%

14% 11%6% 7% 6%

36%

34%36%

26%27%

29% 25%23%

0%

10%

20%

30%

40%

50%

60%

70%

Leisureactivities

Outings Trips Feelings Currentevents /Politics

Culturalproducts

Work /School

Commercialproducts

First mention All mentions

45% 42% 40% 38%35%

32%29%

58%

US & UK,Male, 18-24

UK (55%)18-34 (62%)

Women - Top first mention (19%)

UK & QC(40%)US (46%)

Men – Top first mention (26%)

SOCIAL MEDIA STUDY

NOVEMBER 2009

LOOKING VS. SHARINGCommercial information is generating more online activity than any other topic. Each week, 75% of users are engaged with company, product or brand information.

33% will share this information with other users online (48% for those aged 18 to 24).

8%

15%

9%

17%

6%

11%

17%

14%

23%

27%

14%

17%

29%

28%

43%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Politics or religion

Social issue

Personal or healthissue

Activity or pastime

Product, service,company or brand

Shared with others last wk. Both Searched for last wk.

Q13. Thinking about your Internet activity in the past week, did you look for or share with others any information or opinions about …? > Respondents who used Internet in the past week (n=3,227)

30% / 41% / 23%

40% / 44% / 36%

25% / 28% / 16%

27% / 50% / 27%

16% / 32% / 12%

SharedCan. / US / UK

A18-24 (48%)

Americans share more information online, especially concerning social and/or political issues.

SOCIAL MEDIA STUDY

NOVEMBER 2009

TIME SPENTWITH

INTERNET

SOCIAL MEDIA STUDY

NOVEMBER 2009

Average per capita* hours last week

15.820.7

16.7

5.1

5.95.9

Canada US UK

Computer at home Computer at work/school Other device

21.7 28.1 23.2

0.8

1.5

0.6

Q14. How many hours did you spend on the Internet last week surfing, sending e-mails, chatting, gaming online or doing other activities? (n=3,227)

TIME SPENT WITH INTERNETAmericans spend more time online than the Canadians or the British.

- They also spend twice more time (1.5 hours) using the Internet on a device

other than a computer.

*: Internet population

SOCIAL MEDIA STUDY

NOVEMBER 2009

Social Networks4.5

19%

Other Internet19.781%


Q18. You mentioned spending the following amount(s) of time online last week doing different activities, how many of these hours are spent using online social networks? > Respondents who belong to an online social network (n=1,831)

TIME SPENT WITH INTERNETInternet users claim 19% of their time online is spent on social networks.

This percentage shoots to:

- 33% for those with 50+ “friends” or “connections”.

- 32% for those who log on to social netwks. 5+ times per week.

24.2 hours per capita* per week(3 market average)

Aug. 2009: Nielsen reportssocial network / blogging sites account for 17% of time spent

on the internet, nearly triple SPLY figure.

UK15%

*: Internet population, including social network users and non-users

SOCIAL MEDIA STUDY

NOVEMBER 2009



TIME SPENT WITH INTERNET

Social networks represent one third of the Internet activity conducted on devices

other than a computer, like mobile phones for example.

Social networks share of time spent with Internet

21%

10%

33%

At home At work/school Device other than acomputer

SOCIAL MEDIA STUDY

NOVEMBER 2009



TIME SPENT WITH INTERNETSocial networks represent 41% of US Internet activity on devices other than a

computer, like mobile phones for example. Americans are also more likely to be

surfing social networking sites at work or at school.

Social networks share of time spent with Internet

24%9%

23%20% 16%

41%

18%25%

4%

At home At work/school Device other than acomputer

Canada US UK

SOCIAL MEDIA STUDY

NOVEMBER 2009

25.9 22.5 24.9 27.6 25.6 24.5 20.7

17%20%

32%

26%

19%16%

9%

0

10

20

30

40

50

Men Women 18-24 25-34 35-44 45-54 55+

Ho

urs

0%

5%

10%

15%

20%

25%

30%

35%

Ss

ha

re

Weekly hours on Internet Social networks share

TIME SPENT WITH INTERNETMen spend more time online but proportionately, women spend more time with social

networks.

Younger Internet users (18-24) report spending 32% of their time on social networks.



SOCIAL MEDIA STUDY

NOVEMBER 2009

Like the Internet, social networks are becoming a broadly accessible mass medium to connect with consumers at home, at work and on the go.

Q14. How many hours did you spend on the Internet last week whether surfing, sending e-mails, chatting, gaming online or doing other activities? > All respondents (n=3,227)

Q18. You mentioned spending the following amount(s) of time online last week doing different activities, how many of these hours are spent using online social networks? > Respondents who used Internet in the past week and who belong to an online social network (n=1,831)

Used the Internet in the past week Used social networks in the past week

TIME SPENT WITH INTERNET

UK & Men 44%

Ages 25-3430% 20%Ages 18-34

32%

SOCIAL MEDIA STUDY

NOVEMBER 2009

SOCIALNETWORKS

SOCIAL MEDIA STUDY

NOVEMBER 2009

70% 64% 60% 88% 83% 76% 63% 42%

6.9

9.3

6.0

8.98.0

6.7 7.0

5.0

0%

10%20%

30%40%

50%60%

70%

80%90%

100%110%

120%130%

140%

Canada US UK 18-24 25-34 35-44 45-54 55+

% U

se

rs

0.0

2.0

4.0

6.0

8.0

10.0

Ho

urs

% Social network users Weekly hours per user

SOCIAL NETWORKSCanadian Internet users are most likely to be registered social network members

(70%), but Americans are spending the most time (9.3 hours).

Younger consumers are active in more networks (avg. 2.6), which is also the case for

men (2.4) when compared to women (2.0).


Q17. Do you belong to an online social network (e.g.: Facebook, MySpace, Windows Live Spaces, other) n=3,227


2.1 2.6 2.0 2.6 2.5 2.1 2.0 1.7Avg. number ofntwks. subscribed to:

SOCIAL MEDIA STUDY

NOVEMBER 2009

Others30%

Twitter7%

Facebook66%

58%☻☻☻☻☻☻☻☻☻☻

☻☻☻

SHARE OF TOTALVISITS

" Facebook (not Twitter) is poised as the next Google. But social media behaviour is more than social networking."

All respondents Canada/US/UK. (n=3,227)

Two thirds ofvisits to social networks

occurs on Facebook

FULL DETAILS

CAN US UK

Weekly Use 61% 56% 54%Frequency 12.2 16.4 11.4

Facebook 79% 48%↓ 72%Twitter 3%↓ 8% 9%

SOCIAL NETWORKS58% of internet users visit a social networking site on average 13 times per week.

Usage rate is highest in Canada, where Facebook completely dominates

SOCIAL MEDIA STUDY

NOVEMBER 2009


Q19. Do you belong to the following social networks?

Q20. How many times did you log on to your _________ account in the past week (n=variable)

Average frequency per week

10.1 4.7 6.0 5.4 5.6 2.8 2.7 1.7

US (36%)

SOCIAL NETWORKS

58% of internet users

visit a social network on avg.

13 times/wk.

65% of respondents are registered users of an online social network. -

They have 113 connections on average and 22% have 150+.

- 18-24 yr. olds average 224 friends.

Facebook leads with one quarter of respondents using it daily (44% of 18-34 yr. olds).

SOCIAL MEDIA STUDY

NOVEMBER 2009

Half the online population logs 10 times a week as a member of Facebook.

In the US, 28% log on to Myspace vs. 4% in Canada and 5% in the UK.

Twitter is more popular in US as well (14% weekly) vs. UK (8%) and Canada (5%).

Social media activity in the past week - Log on to:

0

10

20

30

40

50

60

3.0 4.0 5.0 6.0 7.0 8.0 9.0 10.0 11.0Frequency

%

Log onYou Tube(16% / 4.7)

(12% / 5.4)

(9% / 5.6)

Live(12% / 6.0)

Log on (50% / 10.1)

Play multi-player video games onine(18% / 9.1)




SOCIAL NETWORKS

SOCIAL MEDIA STUDY

NOVEMBER 2009

Seven out of ten 18-34’s log on to Facebook nearly twice per day on average.

Canadian Internet users are most likely to frequent Facebook.

Logged on to last week

10

20

30

40

50

60

70

5.0 6.0 7.0 8.0 9.0 10.0 11.0 12.0 13.0 14.0

Frequency

%

A55+(31% / 5.5)

UK(47% / 9.4)A45-54

(43% / 7.8)

US(45% / 10.0)

CAN(55% / 10.7)

A35-44(59% / 9.7)

A18-34(69% / 13.6)




SOCIAL NETWORKS

With 45% of online users logging in weekly, Facebook is 60% more popular in the US than Myspace at 28%.

SOCIAL MEDIA STUDY

NOVEMBER 2009

Q27. You mentioned using Facebook, how often do you use the following Facebook features? > Respondents using Facebook (n=,1675)

Claimed weekly use of Facebook featuresBase: Facebook members

Ranked on daily penetration

10 10 9 95 3 2 2 1 1 2 1

8 7 7 7

5 5 4 3 3 3 1 20

10

20

30

40

50

60

70

Sendmessageto friends

Commenton others'

status /write on

wall

Chat Playgames

Changestatus

Answerquizzes

Updateprofile

Share link Addphotos

Plan event RSVP Uploadvideo

% p

enet

rati

on

Several times per day Once per day Weekly

6662

48

3437

3438

23 2317 18

14

SOCIAL NETWORKSThe most popular Facebook functions1 make it easier to stay in touch, which reflects the first two reasons given for using social networks:

- Staying in touch with friends: 50% (18-34 skew)

- Staying in touch with family: 14% (45+ and female skews) Americans seem to make the most of what Facebook has to offer.Canadians use least.

Number of features / wk. by avg. user

1. US : 5.1 18-34: 5.22. UK: 4.1 55+: 2.13. CAN: 3.3 vfffvfffff

1

US30% daily

CAN

10% daily ↓

SOCIAL MEDIA STUDY

NOVEMBER 2009

Staying in touch becomes difficult when you have different friends in 5 different worlds. That is the case for 19% of internet users and 40% of those aged 18-24.

No separate worlds

24%

1 world8%

2 worlds14%3 worlds

19%

4 worlds16%

5 worlds9%

6+ worlds10%

Q33. How many “separate worlds” would you say you have, meaning that you have different friends in different places for different activities? > All respondents (n=1225)

US (19%)

US (16%)

CAN (13%)

Men (25%)

US (19%)

Interestingly16% of35-44 keep in

touch with high-school friends

SOCIAL NETWORKS

25% to 35% of 18-24’s have « different worlds »

in any one of these5 contexts.

SOCIAL MEDIA STUDY

NOVEMBER 2009

SOCIALMEDIA

BEHAVIOURAND

SEGMENTSPROFILES

SOCIAL MEDIA STUDY

NOVEMBER 2009

SOCIAL MEDIA BEHAVIOURIn social media:

- Audiences LOOK and REACT

to what

- Transmitters SHARE and CONTRIBUTE.

RECEIVERS(AUDIENCE)

TRANSMITTERS(MEDIA)

LOOK REACT SHARE CONTRIBUTE

Look at photos/videos others

have uploaded

Follow linksothers have

found interesting

Upload photos/video to share with others

Maintain a personal web page or blog

Look up or read what others are sharing about themselves

Comment on others' personal pages or

blogs

Share things about yourself

Write a review about products or services

Read blogs or personal web pages

Rate things (ex: five star system)

Share linksand recommend useful content

SOCIAL MEDIA STUDY

NOVEMBER 2009

SOCIAL MEDIA BEHAVIOURA sizeable portion of the online population LOOKS (>57%), REACTS (>39%) and

SHARES (>37%) social media content on a weekly basis.Nearly one in five Internet users CONTRIBUTES to social media by writing reviews and one in seven by maintaining a personal page or blog.

Q15 & Q16. In the past week, how often did you do the following? (n=3,227)

Social media activity in the past week

0

10

20

30

40

50

60

3.0 3.5 4.0 4.5 5.0 5.5 6.0 6.5 7.0 7.5 8.0 8.5 9.0 9.5 10.0 10.5 11.0

Frequency

%

Write a reviewabout productsor services(18% / 4.3)

Share links and recommend

useful content(29% / 6.2)

Maintain apersonal page

or blog(15% / 6.7)

Share things about yourself

(37% / 6.7)

Follow linksothers have found interesting(39% / 6.9)

Read blogs or personal pages(29% / 8.5)

Comment on others' personal pages or blogs(26% / 6.9)

Look up or read what others are sharing about themselves(44% / 9.6)

Look at photosor video othershave uploaded(57% / 8.4)

Upload photos/video to share with others(33% / 3.4)

LOOKREACTSHARE

CONTRIBUTE

SOCIAL MEDIA STUDY

NOVEMBER 2009

SOCIAL MEDIA BEHAVIOURFACT 1

There is an audience to LOOK at citizen media.

24% / 30% / 31%

Can. / US / UK

28%

Consult news or product infothat was produced by

« other citizens ».


39% / 27% / 17%

18-34 / 35-54 / 55+

SOCIAL MEDIA STUDY

NOVEMBER 2009

When asked if citizen media is more useful than advertising, half

of those who LOOK at this form of content tend to agree that it is.

SOCIAL MEDIA BEHAVIOUR

Q12. Using a scale of 1 to 10, how much do you agree with the following? Considering products and services, information that is produced by other citizens more useful than advertising in __________. (n=3,227)

49%46% 47% 49% 49%

41%44%

40%36% 38% 37% 37% 36% 38%

TV ads

Radio

ads

Newsp

. ads

Mag

. ads

Direct

mai

lCom

pany

web s

iteSto

re /

sale

sman

Yes NoLook at Citizen media

Q 12. Considering products and services,information that is produced by other citizens

is more useful than:

(Strongly agre: 8-10 on 10 pt. scale)

SOCIAL MEDIA STUDY

NOVEMBER 2009

SOCIAL MEDIA BEHAVIOUROnline users who consult news or product info produced by other citizens are

more likely than the internet population to CONTRIBUTE content themselves.

Three out of five follow and share links they find interesting, although they

share them less frequently than other users.



0

5

10

15

20

25

30

35

40

45

50

55

60

65

3.0 3.5 4.0 4.5 5.0 5.5 6.0 6.5 7.0 7.5 8.0 8.5 9.0 9.5 10.0 10.5 11.0

Frequency

%

Write a reviewabout products

or services(28% / 4.9)




or blog(26% / 5.9)

Follow links others have found interesting(61% / 8.5)


General online population (A18+)

LOOK at Citizen media

SOCIAL MEDIA STUDY

NOVEMBER 2009

SOCIAL MEDIA BEHAVIOURFACT 2

Online users actively CONTRIBUTE social media.

28% / 36% / 32%

Can. / US / UK

32%

Maintained a personal page / blogOR

wrote a product review.

44% / 30% / 22%

18-34 / 35-54 / 55+

Last week


SOCIAL MEDIA STUDY

NOVEMBER 2009

SOCIAL MEDIA BEHAVIOURHalf of online users who CONTRIBUTE social media refer to personal blogs

9.8 times per week, and leave comments on these pages nearly as often.

They’re also more likely to follow and share links they find useful on a daily basis.



0

10

20

30

40

50

60

3.0 3.5 4.0 4.5 5.0 5.5 6.0 6.5 7.0 7.5 8.0 8.5 9.0 9.5 10.0 10.5 11.0

Frequency

%



Follow links others have found interesting(53% / 8.6)

Comment on others' personal pages or blogs(47% / 8.7) Read blogs or

personal web pages(49% / 9.8)


CONTRIBUTE blog or review

SOCIAL MEDIA STUDY

NOVEMBER 2009

SOCIAL MEDIA BEHAVIOURFACT 3.

Online users SHARE company and brand info.

Q13. Thinking about your Internet activity in the past week, did you look for or share with others any information or opinions about …? (n=3,227)

20% / 29% / 18%

Can. / US / UK

22%

Last week

Shared information / opinion specifically about

a company or brandwith other users.

30% / 21% / 14%

18-34 / 35-54 / 55+

SOCIAL MEDIA STUDY

NOVEMBER 2009

SOCIAL MEDIA BEHAVIOURThose who SHARE brand info online are very curious, following andsharing links more intensely than most other Internet users.

One third of them (35%) write actual product reviews, whereas 25% canspread information via the personal page or blog they attend to 1.4 times/day.


0

10

20

30

40

50

60

4.0 4.5 5.0 5.5 6.0 6.5 7.0 7.5 8.0 8.5 9.0 9.5 10.0 10.5 11.0 11.5 12.0

Frequency

%

Write a reviewabout productsor services(35% / 5.4)




or blog(25% / 10.0)

Follow link others have

found interesting(47% / 11.3)

Q13. Thinking about your Internet activity in the past week, did you look for or share with others any information or opinions about …? (n=3,227) Q15 & Q16. In the past week, how often did you do the following? (n=3,227)


SHARE brand info

SOCIAL MEDIA STUDY

NOVEMBER 2009

SOCIAL MEDIASEGMENTS PROFILE

SOCIAL MEDIA STUDY

NOVEMBER 2009

More proof that users who CONTRIBUTE or SHARE social media are curious: they

gather information the traditional way1 ON TOP of being themselves heavy users

of user generated content like blogs2.


Consult PRODUCT informationproduced by ________


52%45%

51% 47%

24%

66%57%

52%62%

57%

37%

76%

54% 57% 61% 57%

35%

77%

Top searchrankings (no

matter thesource)

Companies Friends /colleagues

Family Other citizensdon't

personallyknow

NET SOCIAL

Internet population CONTRIBUTE wkly with web page/blog or product review SHARE company/brand info last wk

21

SOCIAL MEDIA STUDY

NOVEMBER 2009

Even if they LOOK at citizen media more than the internet population, those who

SHARE brand info don’t necessarily see advertising as less useful. These curious

consumers turn to many sources to form a trusted opinion.

Q12. Using a scale of 1 to 10, how much do you agree with the following? Considering products and services, information that is produced by other citizens more useful than advertising in __________. (n=3,227)

42% 39% 40% 41% 40% 37% 40%44%

38%42% 43% 43% 41% 43%

TV ads

Radio

ads

Newsp

. ads

Mag

. ads

Direct

mai

l

Compan

y web

site

Store

/ sa

lesm

an

Internet population SHARE brand info

Q 12. Considering products and services,information that is produced by other citizens

is more useful than:

(Strongly agre: 8-10 on 10 pt. scale)


SOCIAL MEDIA STUDY

NOVEMBER 2009

24.228.8 29.4

7.4 8.8 9.6

65%

79%75%

0

10

20

30

40

Internet population CONTRIBUTE social media SHARE brand info

Avg

. Wkl

y. H

ou

rs

0%

30%

60%

90%

So

cia

l ntw

k. %

pe

ne

tra

tion

Internet hrs. Social ntwk. hrs per user Social networks % penetration

They spend more time online, nearly 30 hours per week.

75-80% belong to social networks (2.6 avg.), where they spend more time

as well.




Q18. You mentioned spending the following amount(s) of time online last week doing different activities, how many of these hours are spent using online social networks? > Respondents who belong to an online social network (n=790)

SOCIAL MEDIA STUDY

NOVEMBER 2009

76% of those who CONTRIBUTE social media or SHARE brand info, log on to social networks weekly (vs. 62% of internet population).

Specifically, they’ll more likely go online at work or use an alternate device.

3.2h

Internet activity (last wk.)

38%

20%

44%

31%

53%

37%

Computer at work Another device

Social network activity (last wk)

13%9%

20%17%

26%21%

Computer at work Another device

Q14. How many hours did you spend on the Internet last week whether surfing, sending e-mails, chatting, gaming online or doing other activities? > All respondents (n=3,227)

Q18. You mentioned spending the following amount(s) of time online last week doing different activities, how many of these hours are spent using online social networks? > Respondents who used Internet in the past week and who belong to an online social network (n=790)


SOCIAL MEDIA STUDY

NOVEMBER 2009

We believe they are curious and refer to a greater number of information sources

because they are early adopters. And they also believe they’re influencing the

consumption choices of those around them.

Q29. Total sample (n=3,227)


SOCIAL MEDIA STUDY

NOVEMBER 2009

Generally, they also have a favorable opinion of the social networking

environment…



SOCIAL MEDIA STUDY

NOVEMBER 2009

… and a fairly positive attitude towards what companies might want to try to accomplish online.



SOCIAL MEDIA STUDY

NOVEMBER 2009

Do not belong to a fan

page56%

Belong to a fan

page44%

For example, one in five users who SHARE brand info online have joined a sponsored group for both a product and/or a company.

In all, 44% of social networkers have joined at least one sponsored group or fan page, averaging 9 groups per user.

Q25. Are you, or have you been, a member of a sponsored online group (or fan page) for…? > Social networkers (n=1,898)

Q26. Approximately, how many such groups have you joined? > Social networkers using fan pages (n=773)


SOCIAL MEDIA STUDY

NOVEMBER 2009


(n=3227) (n=843) (n=811) (n=631) (n=939)% % % % %

Sex Male 49 46 50 51 47Female 51 54 50 49 53

Age 18 to 24 10 18 ▲ 14 ▲ 15 ▲ 16 ▲25 to 34 21 36 ▲ 30 ▲ 28 ▲ 27 ▲35 to 44 15 18 ▲ 17 14 1745 to 54 21 16 19 21 18NET 55 ET PLUS 31 11 19 21 22 55 to 64 15 7 10 10 11 65 to 74 14 3 8 10 10 75 or more 2 0 1 1 1

Mean 45,8 36,6 40,5 41,4 41,1

▲: Statistically significant based on composition of test group vs. balance of online population

SOCIAL MEDIA STUDY

NOVEMBER 2009


(n=3227) (n=843) (n=811) (n=631) (n=939)

Partial high school 5 3 3 5 4

Graduated high school 19 16 15 16 18Partial college or technical school 15 15 13 15 17Graduated college or technical school 20 19 18 18 21Partial university 10 11 13 ▲ 12 11Graduated university 19 24 ▲ 23 ▲ 21 18Post graduate 9 10 13 ▲ 11 10

Education: Highest level compeleted


SOCIAL MEDIA STUDY

NOVEMBER 2009


(n=3227) (n=843) (n=811) (n=631) (n=939)

Work status NET WORK 57 69 ▲ 69 ▲ 63 ▲ 58

Full time (35 h+/wk) 42 52 ▲ 51 ▲ 50 ▲ 42Part-time (u. 35 h/wk) 13 13 13 10 13F-time student & p-time worker 2 3 ▲ 4 ▲ 3 3P-time student & p-time worker 0 1 1 ▲ 1 0

NET STUDENT 4 7 ▲ 4 6 7 ▲ A full time student 4 7 ▲ 3 6 6 ▲ A part-time student 1 1 1 1 1

Not employed at the present time 7 6 5 4 7Retired 19 6 11 13 13

NET OTHER 12 11 10 12 13


SOCIAL MEDIA STUDY

NOVEMBER 2009


(n=3227) (n=843) (n=811) (n=631) (n=939)

HH Income Less than 20,000 15 14 13 12 16

20,000 to 29,999 16 15 14 16 1530,000 to 39,999 12 12 13 13 1240,000 to 49,999 11 12 11 13 12

NET 50 000+ 33 36▲ 35 37▲ 36▲

50,000 to 59,999 9 12 ▲ 12 ▲ 9 1060,000 to 69,999 6 8 6 5 670,000 to 79,999 5 6 6 6 580,000 to 89,999 3 3 3 4 490,000 to 99,999 3 2 4 3 3100,000 to 109,999 2 2 4 ▲ 3 2110,000 to 119,999 1 1 0 1 1120,000 or more 4 4 4 5 4


SOCIAL MEDIA STUDY

NOVEMBER 2009

CONCLUSIONSSocial media could replace e-mail as the

most popular means of sharing information.

Nearly a third of the Internet population (30%) claims to be publishing information they want to share with others concerning a wide array of subjects (4.3 per user) that range from leisure activities and outings to feelings and politics or religion.

Gen Y (18-24’s) prefers social networks (26%) to e-mail (15%) for sharing information that’s important to them. And you need to be at least 35 years old to clearly choose e-mail.

Messaging is the Facebook feature that members used most (66%). Nearly one in five (18%) use it daily.

Two thirds of 18-34 members use Facebook to announce events. More than a quarter (29%) will RSVP at least once per week.

SOCIAL MEDIA STUDY

NOVEMBER 2009

CONCLUSIONSFacebook (not Twitter) is poised as the next Google. But

social media behaviour is more than social networking.

58% of internet users visit a social network site 13 times per week.

2/3 of those visits are at Facebook and <7% to Twitter.

2:1 ratio of You Tube accounts to Twitter accounts… in three countries surveyed.

BUT… also consider that:

19% leave comments on news sites and 45% take time to read them.

29% read blogs or personal web pages 8.5 times per week.… AND they leave a comment 72% of the time.

39% follow links 6.9 times per week, to content others have found interesting.

32% rate things 4.4 times per week.

58% answer simple polling questions.

53% consider the opinion that others left online about products or services.

SOCIAL MEDIA STUDY

NOVEMBER 2009

CONCLUSIONSConsumers ARE turning to social media for news and product information.

User generated news content is consulted by 55% of the online population and is challenging professional journalism (56%) as a source of information.

More people claim to consult product info that is produced by other consumers (66%) than top results in a search engine query (52%), or even what companies produce themselves (45%).

Users of citizen media (internet content produced by people whom you don’t personally know) are twice as likely (80%) as non-users (42%) to consider the opinion that others have posted online regarding products or services.

SOCIAL MEDIA STUDY

NOVEMBER 2009

CONCLUSIONS

Consumers DO talk about brands online !

"Last week", 75% of Internet users actively engaged with online information about a product, a brand or a company.

30% shared such information (or their opinion) with others online.

Gen Y (48%) is 60% more likely to be spreading the word on brands, which reinforces how members of this group consciously use brands to serve their social status, both on and offline.

Americans (41%) share this type of information more than Canadian (30%) or UK (23%) online users.

SOCIAL MEDIA STUDY

NOVEMBER 2009

CONCLUSIONS

Those who share brand info are curious,and not at all insensitive to advertising.

That’s because half of them strongly agree that:

- I enjoy keeping informed about new products (55%)

- People I know expect good advice from me about products (51%)

So, they diligently dig deeper, referring to more online sources like top search query results (54%), companies (57%), friends/colleagues (61%), family (57%) and citizen media bloggers (35%).

They spend more time online and their social media behaviour is intense. So they’re more likely to access the internet from places outside the home.

SOCIAL MEDIA STUDY

NOVEMBER 2009

CONCLUSIONS

They don’t perceive advertising as less useful than citizen media content. In fact, - They’re twice as likely to join a sponsored online group for a product (20%)

or a company (19%).

- One third strongly agrees they’d use a system that allows them to rate and improve ads.

- One quarter that “social nets are a good place to dialogue with companies”.

- And 21% that “advertising can be entertaining if integrated in social networks”.

Those who share brand info are curious,and not at all insensitive to advertising.

SOCIAL MEDIA STUDY

NOVEMBER 2009

IMPLICATIONSThe potential pay-off of social media lies inthe fact that consumers turn to other consumersfor information about companies and brands.

Two thirds of the online population refers to what is being shared

by 22% of internet users.

If you’re targeting Gen Y:78% refer to other consumers.

32% share company / brand info.

Those who share brand information are among the heaviest users of social media and

should be at the heart of the strategy.

Where online do they go to get their information?

Are they more likely to SHARE or CONTRIBUTE?

As they share, they will filter and appropriate their brand vision.

SOCIAL MEDIA STUDY

NOVEMBER 2009

IMPLICATIONSIn social media, traditional online advertising is not enough.

The goal of advertising in social media is to influence how people who share information regard your brand.

Tap into the long tailLeverage social networksIntegrated, short and inviting formats – user initiated

Make sure "sharing" your content is easy and enviable.Facilitate the filtering and appropriation of your message

Listen to customers and engage in conversations about your brand.

Monitor brand mentions;Intervene, comment, reply;Track social footprint.

SOCIAL MEDIA STUDY

NOVEMBER 2009

IMPLICATIONSIn social media, traditional online advertising is not enough.

The goal of advertising in social media is to influence how people who share information regard your brand.

Tap into the long tailLeverage social networksIntegrated, short and inviting formats – user initiated

Make sure “contributing” an “sharing” your content is easy and enviable.Consumers will spread personal views about a brand but not propaganda. Facilitate the filtering and appropriation of your brand message. Set boundaries but yield control.

Listen to customers and engage in conversations about your brand.

Monitor brand mentions;Intervene, comment, reply;Track social footprint.

SOCIAL MEDIA STUDY

NOVEMBER 2009

LUC-ANDRÉ CORMIERVP RESEARCH

MONTREAL514.282.4688

[email protected]

Business

Social Media Study 2009 by People from Cossette