Who’s Using Who’s Using What?What?

Demographics in the online worldDemographics in the online world

Top Ten Most Top Ten Most Used SitesUsed Sites

Facebook is Facebook is catching upcatching up

Facebook Passing Facebook Passing Other High Traffic Other High Traffic

SitesSites

Mobile Web UsersMobile Web UsersSmartphone users are predominantly Smartphone users are predominantly male (59%) and most are between the male (59%) and most are between the ages of 25 and 34 (29%) or 35 and 44 ages of 25 and 34 (29%) or 35 and 44 (24.5%). (24.5%).

A third of smartphone users (35.1%) have A third of smartphone users (35.1%) have an annual household income of more than an annual household income of more than $100,000. $100,000.

More than half (52%) keep their phones More than half (52%) keep their phones for personal use, while another 23% say for personal use, while another 23% say their company foots the bill.their company foots the bill.

Mobile Web Mobile Web Audience Profile Audience Profile

Audience % Composition July ‘09

YOY Growth %

Female 47% 43%

Male 53% 26%

Age Groups

13-17 12% 45%

18-24 11% 13%

25-34 28% 40%

35-54 38% 31%

55-64 9% 37%

65+ 3% 67%

Source: The Nielsen Co.

Top Ten Mobile Top Ten Mobile Web Sites Among Web Sites Among

WomenWomen

Top Ten Mobile Top Ten Mobile Web Sites Among Web Sites Among

MenMen

What it means?What it means?From celebrity news to shopping, mobile Web From celebrity news to shopping, mobile Web usage by women traversed a variety of subjects usage by women traversed a variety of subjects and actions in July, including online shopping and actions in July, including online shopping and social networking. Women were 1.4 times and social networking. Women were 1.4 times more likely to visit People.com and use AT&T more likely to visit People.com and use AT&T search via a mobile Web device in July. search via a mobile Web device in July.

In July, men's mobile Web interests centered on In July, men's mobile Web interests centered on news, sports and online games. Men were 1.8 news, sports and online games. Men were 1.8 times more likely to visit Gizmodo - the times more likely to visit Gizmodo - the technology news site - via a mobile phone, technology news site - via a mobile phone, making it the No. 1 Web site visited by men on making it the No. 1 Web site visited by men on their mobile devices in July in terms of unique their mobile devices in July in terms of unique audience composition. audience composition.

Does this reinforce gender stereotypes?Does this reinforce gender stereotypes?

Teen Mobile Teen Mobile Media Usage (13-Media Usage (13-

17)17)Media % of Teens Using

Text Messaging 84

Picture Messaging/MMS 55

Ringtone downloads 44

Instant Message 42

Picture Downloads 35

Wallpaper/screensavers 32

Email 30

Text Alerts 30

Content Updates 27

Game Downloads 21

Affluence: Affluence: Nielsen Study Nielsen Study

FindingsFindingsThe “richest” users are 25% more likely to use Facebook The “richest” users are 25% more likely to use Facebook than those in the lower third. than those in the lower third.

The "poorest” are 37% more likely to use MySpace.The "poorest” are 37% more likely to use MySpace.

Facebook users are more likely to use LinkedIn, another Facebook users are more likely to use LinkedIn, another factor which points towards the differences in factor which points towards the differences in demographics between the two social networks. demographics between the two social networks.

Nielsen also discovered that those involved in blogging and Nielsen also discovered that those involved in blogging and tweeting tend to live in more urban areas such as New tweeting tend to live in more urban areas such as New York, Los Angeles, San Francisco, and Chicago. York, Los Angeles, San Francisco, and Chicago.

The 12 "Urban" ordPress, and Twlifestyle groups tracked by The 12 "Urban" ordPress, and Twlifestyle groups tracked by the company are more likely to use Blogger, Witter than the company are more likely to use Blogger, Witter than the 22 "Town and Rural" segments. However, there was the 22 "Town and Rural" segments. However, there was no mention of these groups being more affluent, just no mention of these groups being more affluent, just more urban. more urban.

Median AgeMedian AgeFacebook users got older this year Facebook users got older this year

2008: 262008: 26 2009: 33 2009: 33

MySpace: 26 MySpace: 26

LinkedIn: 39 LinkedIn: 39

Twitter: 31Twitter: 31

Gen Y turns to Gen Y turns to TwitterTwitter

The younger generation is migrating to The younger generation is migrating to Twitter, despite past resistance to the Twitter, despite past resistance to the microblogging movement. microblogging movement.

2008: 19% of people age 18-24 now use 2008: 19% of people age 18-24 now use TwitterTwitter

2009: 37% of people age 18-24 use Twitter 2009: 37% of people age 18-24 use Twitter compared compared

31% of people in the 25-34 bracket have 31% of people in the 25-34 bracket have adopted Twitter this year, while only 20% adopted Twitter this year, while only 20% did last yeardid last year

Twitter Use: Twitter Use: (Twusage)(Twusage)

Why?Why?Influx of celebrity tweetersInflux of celebrity tweeters

Pressure from teachers or bossesPressure from teachers or bosses

Gen Y'ers entering the workplace have Gen Y'ers entering the workplace have found value in the network for found value in the network for business-related purposes. business-related purposes.

Recent college grads segment finding Recent college grads segment finding ways to build entirely new online ways to build entirely new online contact lists and creating new identitiescontact lists and creating new identities

Information sharingInformation sharing

Who’s Who’s responsible…responsible…

For all this TwusageFor all this Twusagesocial network website userssocial network website users

those who connect to the internet via mobile those who connect to the internet via mobile devicesdevices

younger internet users – those under age 44.younger internet users – those under age 44.

1 mobile device: 10% use twitter1 mobile device: 10% use twitter

2 mobile devices: 19% use twitter2 mobile devices: 19% use twitter

3 mobile devices: 28% use twitter3 mobile devices: 28% use twitter

4 mobile devices: 39% use twitter4 mobile devices: 39% use twitter

(such as a laptop, cell phone, game console, or (such as a laptop, cell phone, game console, or Kindle) Kindle)