SOCIAL MEDIA: TARGET AUDIENCE ANALYSIS

By: Laura Lora

SOCIAL MEDIA USER DEMOGRAPHICS

According to a recent report by Global Web Index which recorded the latest social media facts and statistics for the second quarter of 2013, Youtube and Twitter appear as male dominated sites whose populations are comprised of 60% men and 40%. The data shows that 25 to 34 year olds are the dominating age group for all three social media sites, followed by 18 to 24 year olds.
Laura Lora

SOCIAL MEDIA USER DEMOGRAPHICS

According to a 2013 infographic A Case Study in Social Media Demographics by Online MBA, Facebook is largely dominated by the second wealthier class (47%) compared to Twitter which is (38%) populated mostly by $25K-50K income class. Both sites are ruled by Gen Y who fall under the category Some College.
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$0 - $24,999 $25,000 - $49,999

11% 9%

10% 15%

33%
$50,000 - $99,999

37% 38%

47%
$100000 +

Less Than HS Diploma High School Some College Bachelor's or Graduate Degree

24%

9% 10%

24%

9% 8%

57%

59%

SOCIAL MEDIA USER GEOGRAPHICS

According to a report by Global Web Index for the second quarter of 2013, Facebook has 59% of all internet users in North America as active users. Youtube has 27% but Google+ only achieves 15% and Twitter 25%.
Twitter 70% 60% 50% 40% 30% 20% 10% 0% Facebook Youtube

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Asia Pacific

Europe

Latin America

Middle East and Africa

North America

SOCIAL MEDIA USER PSYCHOGRAPHICS

Definitely a digital generation, 24% of 18 to 24 year olds admit to Googling themselves, placing it right behind drinking as a top five vice among youth today and surpassing smoking, illegal drug use and pill popping. The following data was extracted from The Curve Report 2013.

Which vices are you guilty of ? Check all that apply.

Pill popping
Illegal Drugs Smoking Sexting Online Stalking Sexting Googling Myself Alcohol Overeating Spending Sex
0% 5% 10% 15% 20% 25% 4% 7% 13% 15% 17% 21% 22% 23% 26% 27% 30% 30% 35%

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18-24

USER PSYCHOGRAPHICS

Gen Y and Gen X suffer from FOMO, Fear of Missing Out, among other social media symptoms that are explained in The Curve Report 2013.
Accelerated Nostalgia The pace of life is so quick today that what happened a year
ago feels like history
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Hyper-Documentation It is important for me to capture moments as they happen so

that I dont forget about them

FOMO I often feel as though I am missing out on something interesting or important Entertainment Debt I feel like I dont have time to watch/listen to all of the media
that I have accumulated

e-Guilt I feel guilty when I dont keep up with my friends/acquaintances online OSD Obsessive Status Disorder; When I am experiencing different events, I often find
myself thinking in status updates

Virtual Reality If you dont have a profile on a special networking site you basically
dont exist

USER PSYCHOGRAPHICS

No matter how much they post, pin, and check in, social media users cant help but wonder if they are missing out. According to The Curve Report 2013, the FOMO increased from 25% in 2011 to 32% in 2012.
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0.5 0.45 0.4 0.35 0.3 0.25 0.2 0.15 0.1 0.05

Which statements do you agree with? Check all that apply. 18-24
25-34 35-49

USERS RELATIONSHIP WITH FACEBOOK

When asked about their relationship with Facebook in The Curve Report 2013, respondents reported having a love-hate relationship with the site (46%) instead of saying its either a life necessity (31%) or a waste of time (23%).
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48%

42% 52% 58%

It's deepened human relationships It's weakened human relationships

My life would be MOREinteresting without FB My life would be LESS interesting without FB

42% 58%

45% 55%

It's a HEALTHY form of self-expression It's a DRUG I'm addicted to

It's become TOO BIG and impersonal The BIGGER it's gotten the better it's become

TOP ACTIVITIES ON FACEBOOK

According to a recent report by Global Web Index which recorded the latest social media facts and statistics for the second quarter of 2013,
Facebook has become the place to put your photos.

Uploading and sharing photos as the #1 activity on the site from any device
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Top 7 Facebook Activities Globally

TOP ACTIVITIES ON TWITTER

According to a recent report by Global Web Index which recorded the latest social media facts and statistics for the second quarter of 2013,
Twitter could be called the personal news channel.

Posting comments about daily activities is the #1 activity on the site from any device
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Top 7 Twitter Activities Globally

TIMING & CYCLE ISSUES

The change in active users between 2012-2013 shows an increase of 180% or higher for users 35-44 in all platforms. According to Global Web Index, this is followed by users 45-54 and 55-64 who show an 85% increase or higher compared to the increase of 70% or lower in age groups 25-34 and 16-24.

Laura Lora

TIMING & CYCLE ISSUES

Despite of existing in the fast-moving tech space, Facebook seems positioned to stand the test of time. According to The Curve Report 2013, a full 43% of people who are currently on Facebook believe that they will actively use the site forever.
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How long do you think you will actively use Facebook?

47% 43% 39% 42%

Total

18-24

25-34

35-49

20% 14% 14% 15% 12% 17% 15% 16%

22%

23% 19%

23%

Forever

At least the next 10 years

At least the next 5 years

The next 2 to 3 years

INFLUENCER VS. USER

Social media is a very democratizing form of communications

Anyone can be an influencer
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The leading driver of purchase is Peer Recommendations on Facebook or Twitter (24.8%) While reach is a starting point, relevance to the topic and relationship with the brand are two other important criteria Genuine content that is original and personable works best

PURCHASING ON SOCIAL MEDIA

According

to Census.gov, online advertising revenues rose 22% in 2011 and 15% in 2012. These are estimated to rise 14% in 2013 and 13% in 2014

US

online retail sales increased around 14% to $200 billion in 2011 and another 14% to $231 billion in 2012
Keyword search revenues and online video advertising have significantly contributed to growth
2%
Recommendations on FB or Twitter

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7%

Leading Drivers of Purchase

Commercial on TV

8%

25%
Shared Link Friend's Pinterest Pin Blog

8%

11%

14%

Magazine Ad Other

12%

13%

Friend's Instagram Photo Online Banner Ad

PURCHASING ON SOCIAL MEDIA

According

to an analysis of data on Top500Guide.com, an Internet Retailers online subscription database of global e-commerce metrics, these are the Top 10 internet retailers on Twitter as of November 6th, 2013.

Internet retailers are measured in terms of effectiveness by the percentage of web site traffic and mentions on Twitter

Laura Lora

PURCHASING ON SOCIAL MEDIA

According to an infographic created by Crowdtap, users largely rely on social media in the purchasing process.
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64.8% of shoppers use social media to find the perfect gift 92% of consumers trust earned media over all other forms of advertising 44.3% of shoppers discover deals through peer recommendations 67% of shoppers purchased a gift they found on social media 25% selected Peer recommendations on Facebook or Twitter as their leading driver of purchase

PURCHASING ON SOCIAL MEDIA

More from the infographic created by Crowdtap.

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POSITIONING
Jalin Gibbs

By: Jalin Gibbs

SOCIAL MEDIA AND MASLOWS HIERARCHY OF NEEDS

Falls into love and belonging

Sense of connecting to family, friends and world

Jalin Gibbs

FACEBOOK

Mission Statement:

give people the power to share and make the world more open and connected

Jalin Gibbs

High number of users mirrors how Facebook is positioned in consumers minds Facebook has created an atmosphere of fun and connectivity, Facebook has something to satisfy every user

NUMBER OF USERS GROWTH

Series 1
1200
Jalin Gibbs

1000 800 Millions

600
400 200 0 2004 2008 2012

TWITTER

Has 500 Million Users

Jalin Gibbs

Popular amongst young adults, urbanites and minorities

Launched in July 15th, 2006

Analysts use to study the conversations and interests of users pertaining to the news, products, services and government

Jalin Gibbs

TWITTERS MISSION STATEMENT

We want to instantly connect people everywhere to whats most important to them

Jalin Gibbs

Twitter executes mission statement by allowing users to constantly be connected to friends, celebrities and important news.

YOUTUBE

An easy and fast site where countless videos are found and shared which can be used for entertainment, educational and/or lifestyle help purposes Mission Statement: To provide fast and easy video access and the ability to share videos frequently

Jalin Gibbs & Wing YI Ng (Winnie)

SURVEY

Wanted to gain insight on how consumers feel about Youtube and if they are satisfied
Jalin Gibbs

Surveyed 30 people: (5) 17 and Under (15) 18-25 (6) 26-34 (4) 35 and over

RESULTS
Do you use Youtube? What do you use Youtube for?
Jalin Gibbs

Music Yes No Funny Videos Posting Tutorials

RESULTS
Do you think Youtube can be improved? Does Youtube live up to their Mission Statement?

Jalin Gibbs

No

Yes: Video Quality Yes: Commen t Control

Yes No

OVERALL CONTENT WITH YOUTUBE

Mostly used for entertainment and tutorials Consumers believe that they are doing their best in providing fast and easy video access and the ability to share videos frequently People can use other video sharing platforms, however, Youtube has gone above and beyond making sure that they can satisfy every user by providing such excellent service Youtube does not need to be improved, it is efficient and has every type of video imaginable for anyone

Jalin Gibbs

SOURCES
http://www.eyeflow.com/a-swot-analysis-for-twitter/ http://www.digitaltrends.com/web/youtube-to-help-ad-makers-make-ads/ http://www.emarketer.com/Article/Facebook-Sees-Big-Gains-Global-Mobile-Ad-Market-Share/1010171 http://www.dreamgrow.com/top-10-social-networking-sites-by-market-share-of-visits-may-2013/ http://fforward.co/the-stagnation-of-facebooks-payments-business/ http://www.digitaltrends.com/social-media/no-its-not-just-your-eyes-facebook-ads-are-getting-bigger/ http://madmobilenews.com/twitter-ipo-starts-with-mobile-centric-focus-2502/#.Um2wis2PFhs http://www.nytimes.com/2013/10/05/business/twitters-ipo-plan-has-an-international-focus.html?_r=0 http://www.digitaltrends.com/web/youtube-to-help-ad-makers-make-ads/#ixzz2iyF1k0j0

SOURCES

http://www.pewresearch.org/fact-tank/2013/10/04/chart-of-the-week-the-worlds-most-popular-web-sites/ http://pewinternet.org/Press-Releases/2013/Online-Video-2013.aspx http://www.netadvantage.standardandpoors.com.rlib.pace.edu/NASApp/NetAdvantage/simpleSearchRun.do?Co

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ntrolName=IndustriesSurveySearch

http://techcrunch.com/2013/08/13/facebook-mobile-user-count/ http://www.pewinternet.org/Reports/2011/Technology-and-social-networks/Part-2.aspx?view=all http://www.pardot.com/infographic/facebook-google-guide-brand-pages-infographic/ http://www.pewinternet.org/Reports/2013/Online-Video/Main-Findings/Online-video-2013.aspx http://pewinternet.org/Reports/2011/Video-sharing-sites/Report.aspx http://www.census.gov/hhes/computer/about/ http://www.portal.euromonitor.com.rlib.pace.edu/Portal/Pages/Magazine/WelcomePage.aspx http://www.nonprofitquarterly.org/policysocial-context/22969-the-demographics-of-users-of-social-mediasummarized.html

http://zephoria.com/social-media/top-15-valuable-facebook-statistics/ http://mashable.com/2013/08/21/social-media-shopping/

SOURCES

http://www.ragan.com/Main/Articles/61641a16-fa54-4397-9fbb-85e1d8f63fad.aspx# http://www.digitalbuzzblog.com/infographic-social-media-statistics-for-2013/ http://www.mediabistro.com/alltwitter/social-media-income_b34460

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http://www.mediabistro.com/alltwitter/45-social-media-stats_b49582 http://www.mediabistro.com/alltwitter/100-social-media-stats_b33696 http://www.mediabistro.com/alltwitter/social-media-user-demographics_b38095 http://mashable.com/2012/03/09/social-media-demographics/ http://www.informationisbeautiful.net/visualizations/chicks-rule/ http://www.huffingtonpost.com/belle-beth-cooper/10-surprising-social-medi_b_4325088.html http://www.jeffbullas.com/2013/07/04/5-insights-into-the-latest-social-media-facts-figures-and-statistics/ http://www.jeffbullas.com/2013/05/06/21-awesome-social-media-facts-figures-and-statistics-for-2013/

http://visual.ly/10-surprising-social-media-statistics
http://www.brandwatch.com/2013/08/social-media-stats-in-perspective/ http://www.internetretailer.com/2013/11/08/twitters-top-10-retailers http://www.mediabistro.com/alltwitter/how-brands-use-twitter_b47994 http://www.dazeinfo.com/2013/10/17/twitter-q3-2013-revenue-profit-growth-report/