Social Media Study – Methodology
The Magid Social Media Study is an online quantitative study with 1,934 13-64 year-old social media users in the US, defined as those who use any major social networks, including Facebook, Twitter, Google+, Pinterest, and LinkedIn. The sample is nationally representative in terms of age, gender, and ethnicity. The study was fielded in November 2014, and includes tracking data from our 2011-2013 studies.
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Explosive Growth Of Instagram And Snapchat Eating At Facebook, Twitter Dominance Social Media Networks Used (Among total social media users) 90% 93% 93% 39% 41% 36% 30% 30% 24%
15%
21%
25%
25% 23%
2%
9%
37%
32%
2014 2013 2012
30%
29%
18%
Base: Social Media Users 13-64. N=1,934 (2013 N=1,828) (2012 N=2012). Q1: Which of the following social media do you use?
2
Facebook Sees Big Teen Drop, Twitter It’s 18-34s Social Media Networks Used (Among total social media users)
90%
Total 13-17
88%
94% 92%
18-34 35-54
93%
89%
94%
90%
55-64
94%
2013
39% 41%
Total
48% 46%
13-17
45%
18-34 39% 39%
35-54 55-64
2014
93%
23% 23%
Base: Social Media Users 13-64. (2014 N=1,934) (2013 N=1828) (2012 N=1937). Q1: Which of the following social media do you use? For 2012, 13-17 year old percentages are based on 12-17 year olds.
49% 2014 2013
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Yet…Facebook Is Still The Only Network Considered An Essential Utility Even though it’s certainly not trading at a utility multiple Social Networks You Would Not Want To Live Without
54%
(Among total social media users)
37% 2014
5%
3%
5%
2%
4%
2%
4%
2%
2013
3%
1%
1% 0%
Base: Social Media Users 13-64. N=1,934 (2014 Meredith N=440) (2013 N=1,828). Q21: Which of the following social media could you not live without?
4
Facebook Has A Huge Trust Issue… Pinterest leads for every category, and Instagram not too far behind
% Of Users Say Strongly Describes Each Site (Among users of each site)
Facebook “Safe” and “Trustworthy” ratings down 40% YOY
Trendy
16%
23%
30%
27%
Safe
9%
13%
26%
18%
Trustworthy
9%
14%
29%
17%
Unique
14%
19%
34%
23%
Essential
11%
13%
18%
16%
Getting better
13%
14%
22%
20%
Fun
18%
20%
40%
31%
Informative
16%
21%
34%
19%
Base: Facebook Users. N=1738. Q37. Base: Twitter Users. N=763. Q70. Base: Pinterest Users. N=580. Q105. Base: Instagram Users. N=624. Q120. Please indicate the extent to which each of the following describe Facebook/Twitter/Pinterest/Instagram overall.
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Smartphone Now Primary Device For Leading Social Networks Social Media Time Spend by Device (Among social media users who own a smartphone and tablet)
32% 30% 39% 17% é 38% YOY é 28% YOY
é 25% YOY
44% 51% 36% 65% 25% 19% 24% 18% Base: Social Media Users Who Own A Smartphone And Tablet 13-64. N=Varies. Q34/Q67/Q96/Q102/Q117: In a typical week, what percent of time do you spend using Facebook/Twitter/LinkedIn/Pinterest/Instagram in each of these ways?
6
Display Ads On Networks Drawing Increasing Clicks Pinterest users clicking on promoted content at nearly twice the rate of Facebook, Twitter users Frequency Of Clicking On Sponsored Posts (Among total users of each site)
Pinterest 33%
Twitter
Facebook
33%
é 17% YOY 21%
22%
é 13% YOY
19%
18% 15%
Weekly+
Monthly+
15%
14%
Less than once/month
Base: Facebook/Twitter/Pinterest Users 13-64. N=Varies. Q58/Q88/Q113: How often do you click on sponsored posts on Facebook/Twitter/Pinterest?
7
Facebook Is The Dominant Player In Messaging But not among Millennials, where Snapchat and other emerging players are gaining % of app’s users under 37
Users Of Each Messaging App (Among 13-64 US Internet users)
40%
Facebook Messenger 18%
Snapchat
17%
iMessage
55% 86% 67%
WhatsApp
9%
68%
Google Hangouts
9%
64%
6%
Kik
5%
Viber Tango Line
4% 3%
Base: Total Internet users 8-64 years-old. N=2,400. Q74: Which of the following messaging services or apps do you currently use?
83% 65% 71% 73% 8
Advanced Messaging Apps Are Driving Daily Usage Users of each messaging app are generally using them more than once a week Use Frequency Of Messaging Apps (Among 13-64 US users of each messaging app) Daily
WhatsApp
Weekly
Monthly
Less than once per month
52%
Snapchat
25%
47%
Kik
45%
Line
45%
KakaoTalk
33%
Viber
33%
Tango
32%
8%
33%
36%
9%
16%
32%
28%
7%
20%
30%
41%
10%
14%
26%
43%
WeChat
13%
9% 16% 7%
20% 25%
15% 21%
Social Media Study 2014. Base: Users of each messaging service, n=varies. Q136: How frequently do you use each of these messaging apps?
11%
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All Messaging Apps Will See Time Spend Boosts Facebook less so, while smaller messaging-only competitors could see big increases Expected Change In Time Using Various Messaging Apps In The Next 12 Months Net = More time - Less time (Among users of each app)
Line 28%
WhatsApp 20%
Google Hangouts
16%
iMessage 14%
Snapchat
Kik
Viber
Tango
Facebook Messenger
10%
9%
7%
7%
3%
Base: Social Media Users 13-64. N=Varies. Q138: In the next 12 months, do you expect to spend more, less or the same amount of time using these messaging apps?
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Natalie Clayton Executive Director 212-515-4494
[email protected] Jeff Segal Director, Strategy Consulting 212-515-4536
[email protected]
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