This is report for a study about social media behaviour by Canadian advertising agency People from Cossette. The goal of the research is to transcend trends and hype, avoid the brands and buzz of the moment, and focus on behaviour. The research covered Canada, the US and the UK.
Text of Social Media Study 2009 by People from Cossette
1. CANADA SOCIAL MEDIA STUDY Report
2. CONTENTS 53 Conclusion Segments profiles Behaviour 59 Implications 39 29 Social media 21 Social networks 15 Time spent with the Internet 8 Information and conversations on the Internet 5 Introduction 3 Methodology Page
4. 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 questionnaire June 26th to July 17th, 2009 Margin of error Sample size : 3,227 respondents Margin 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=1,225 U.S. - U.S. Census Bureau, 2005-2007 American Community Survey, n=1,001 U.K.- Office for National Statistics, 2001 Census data, n=1001
Two separate groups are connected by their social media BEHAVIOUR as:
Audiences LOOK and REACT
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 . Maintain a personal web page or blog Share links and recommend useful content Follow links others have found interesting Look up or read what others are sharing about themselves CONTRIBUTE SHARE REACT LOOK TRANSMITTERS (MEDIA) RECEIVERS (AUDIENCE)
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
Other citizens (whom you dont personally know).
Their footprint (or influence) was compared to more traditional online outlets of information and opinion about NEWS and PRODUCTS:
Search engine rankings
People have always been social, talking about companies, products and services. They just never had the mechanism for doing it with any kind of scale.
8. INFORMATION AND CONVERSATIONS ON THE INTERNET
Consult information produced by ________ to inform themselves about:
LOOKING FOR INFORMATION Social media is changing how people inform themselves online, first turning to friends, colleagues, family and even to other citizens they dont personally know. 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%)
Consult information produced in social media* to inform themselves about:
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)
*: Social Media
Is characterized as online information produced by:
Friends / colleagues
Social media behaviour is reported in all three markets surveyed, although Americans are more active than the Canadians or British, especially concerning product information.
Consult information produced in social media* to inform themselves about:
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) * Social Media Friends / colleagues Family Other 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.
12. SHARING INFORMATION
Growth in social media reflects the role that new media play in peoples lives, when they want to share whats 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) 78% 79% 76% 29% 8% 2% 32% publish information on the Internet. 29% use social networks (+11 pts. over Fall 08 in Canada). 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%).
13. 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 are a subject of conversation for: - 29% of online users; - 35% of men; - 35% of 18-24 yr. olds (50% in Canada). 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%)
14. LOOKING VS. SHARING Commercial 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). 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% Shared Can. / US / UK A18-24 (48%) Americans share more information online, especially concerning social and/or political issues.
15. TIME SPENT WITH INTERNET
16. 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 INTERNET Americans 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
17. 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) 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 INTERNET Internet 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 re