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Social Networking - US - June 2014

Mintel
Published Date » 2014-06-10
No. Of Pages » 125
   
 Social advertising spend is on the rise and shows no sign of slowing down. While display ads still play a key role in terms of brand awareness and new product discovery, getting the most out of social media marketing requires a greater emphasis on aiding networkers in conducting deeper research and helping them find information that is truly relevant to their needs. 
Table of Content

Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
Degrees of social media usage
Degree of social media interaction

Executive Summary
Overview
The market
Figure 1: Daily social media usage, March 2014
Figure 2: Weekly social media usage, March 2014
The consumer
Figure 3: Any consumer interaction with companies on social media, by gender and age, March 2014
Figure 4: Consumers’ product and brand research habits, March 2014
What we think

Issues and Insights
Is social media advertising delivering a return?
The issues
The implications
What is social media’s role in brand engagement and awareness?
The issues
The implications
Reaching the infrequent social media user
The issues
The implications
Individuals with children in household more like to use social media daily
The issues
The implications

Trend Applications
Trend: Prove It
Trend: Switch Off
Trend: Collective Intelligence

Market Size and Forecast
Key points
Native social advertising growth outpaces social display ad growth
Figure 5: US Social display ad spend vs Native display ad spend (billions), selected years, 2013-18
Mobile the biggest area of growth for digital advertising
Figure 6: Mobile and desktop digital ad spending (billions), 2012-18

Market Drivers
Key points
Internet access expands across the globe, speed increases in the US
Figure 7: Websites vised daily, by device used most often to visit a social media site, March 2014
Figure 8: US Residential internet connections (in millions) at least 3 Mbps downstream and 768 Kbps upstream, 2008-12
Even more consumers increase mobile connection speeds
Smartphone hardware penetration continues to grow as costs decline
Figure 9: US manufacturer sales of smartphones, 2007-13
Pressure mounts from privacy advocates and legislators

Competitive Context
Key points
Fighting for consumers’ time
Consumers’ desire to disconnect
Figure 10: Ways in which the internet is integrated into respondents’ lives, by social media/networking websites – how often, April 2013-December 2013

Leading Companies
Key points
Major players
Facebook
YouTube
Google+
LinkedIn
Twitter
Instagram
Pinterest
Potential industry disruptors
Snapchat
Polyvore

Innovations and Innovators
adidas creates its own social game
Figure 11: Fast or Fail start screen, March 2014
Land Rover launches its own social platform
Figure 12: Land Rover Hibernot homepage, March 2014
IBM: Let them have data
eBay’s “Smart Hashtags”
Nuzzel: Social buzz-based content curation
Figure 13: Nuzzel homepage March 2014
Delta and LinkedIn partner up to provide access to innovation
AVG uses Facebook data to build a new app

Marketing Strategies
Overview of the brand landscape
Organizations take control of their news
Figure 14: Crew of the Soyuz spacecraft October 2012
Brands engage in social debate
Figure 15: Dove “Real Beauty Sketches” April 2013
Does viral always mean valuable?
Figure 16: Volvo Trucks “The Epic Split feat. Van Damme (live Test 6)” November 2013
Figure 17: Volvo Trucks “The Hook (Live Test 4)” September 2013
Automated responses lead to social marketing gone awry

The Role of the Internet, Social Media in Consumers’ Research Habits
Key points
Consumers’ internet research habits and other media
Figure 18: The internet’s impact on consumer research habits, by age, April 2013-December 2013
Internet research more prevalent among higher-income households
Figure 19: The internet’s impact on consumer research habits, by household income, April 2013-December 2013
Social media users are hunting for information
Figure 20: The internet’s impact on consumer research habits, by frequency of visiting social media/networking websites, April 2013-December 2013
Figure 21: Frequency of using any social media, by gender and age, April 2013-December 2013
Figure 22: Consumer interaction with product and company content on social media, by gender and age, April 2013-December 2013
The impact of user reviews
Figure 23: Consumer interaction with product and company content on social media, by age, April 2013-December 2013

Social Media in Context
Key points
Social media usage and frequency of visitation rising
Figure 24: Incidence of social media usage, April 2011-December 2013
Figure 25: Frequency of using social media, April 2011-December 2013

Social Media Usage Frequency by Website
Key points
Consumer social media usage frequency – Facebook leads daily visitation
Figure 26: usage of social media websites, March 2014
Young men are active across numerous networks
Figure 27: Daily usage of social media websites, by gender and age, March 2014
Frequency of interaction on social media
Figure 28: Social network usage, March 2014
Social media usage frequency and interaction with companies
Figure 29: Social network interaction with friends, companies and organizations, March 2014

Hardware Ownership of Social Networkers
Key points
Laptops lead as primary social media access devices
Figure 30: Hardware used most often to access social media, March 2014
Younger consumers split between smartphones and laptops as primary social media devices
Figure 31: Hardware used most often to access social media, by gender and age, March 2014
Smartphones rise in prominence as supplemental social media devices
Figure 32: Hardware also used to access social media, by gender and age, March 2014
Nearly one third of daily YouTube visitors use smartphones
Figure 33: Hardware used most often to access social media, by visits to social media sites daily, March 2014
Mobile device users and brand engagement
Figure 34: Interaction with companies/organizations on social networks – Any use, by device used most often to visit a social media site, March 2014
Figure 35: Interaction with companies/organizations on social networks – Advertisements, by device used most often to visit a social media site, March 2014

Interaction with Companies/Organizations on Social Networks
Key points
Terms of engagement with companies and organizations
Figure 36: Interaction with companies/organizations on social networks, by gender and age, March 2014
Frequent social media users more likely to respond to social advertising
Figure 37: Interaction with companies/organizations on social networks, by degree of interaction with friends, March 2014
Figure 38: Source of product or company information by degree of social media usage, March 2014
The presence of children in household increases tendency to interact with companies on social media
Figure 39: Interaction with companies/organizations on social networks, by presence of children in household, March 2014
Types of websites visited for product and company information
Figure 40: Interaction with companies/organizations on social networks – Any use, by gender and age, March 2014
Types of information used for product and company research
Figure 41: Interaction with companies/organizations on social networks, March 2014
High brand engagement increases tendency to conduct thorough research
Figure 42: Interaction with companies/organizations on social networks, by interaction with companies/organizations on social networks, March 2014
Independent and promoted customer reviews perform well across generations
Figure 43: Types of websites visited for product and company information, by gender and age, March 2014
Responses to company social media activity
Figure 44: Interaction with companies/organizations on social networks, by gender and age, March 2014

Use of Social Media in the Path to Purchase
Key points
Social media’s value beyond direct conversions
Figure 45: Use of social media in the path to purchase, by gender and age, March 2014
Social media’s influence on product research and purchases
Figure 46: Interaction with companies/organizations on social networks, by use of social media in the path to purchase, March 2014

Race and Hispanic Origin
Key points
Asians spend the most time online and are most affected by the internet
Figure 47: Time spent on the internet for activities other than email, by race/Hispanic origin, April 2013-December 2013
Figure 48: Consumers’ internet research habits, by race/Hispanic origin, April 2013-December 2013
Asians are the most receptive to social advertising, Blacks most likely to follow companies
Figure 49: Consumer reactions to social media content, by race/Hispanic origin, April 2013-December 2013
Blacks and Hispanics are highly active on social media
Figure 50: Frequency of using social media, by race/Hispanic origin, April 2013-December 2013
Hispanics more receptive to branded social media interaction and advertising for product information
Figure 51: Interaction with companies/organizations on social networks, by race/Hispanic origin, March 2014
Hispanics more likely than non-Hispanics to use social media for product information
Figure 52: Brand and product research habits – product descriptions, by race/Hispanic origin, March 2014
Hispanics most likely to reach out to companies
Figure 53: Interaction with companies/organizations on social networks, by race/Hispanic origin, March 2014

Consumer Segmentation
Degrees of social engagement: Heavy, moderate, and light social media users
Figure 54: Degree of social media usage, by age, March 2014
Frequent social networkers are more active across the internet
Figure 55: Degree of social media use by daily website visitation, March 2014
Social media influence on purchases declines significantly with low usage
Figure 56: Use of social media in path to purchase, by degree of social media usage, March 2014
Infrequent social media users and brand engagement
Figure 57: Types of social media interactions, by degree of social media use, March 2014
Infrequent networkers likely to interact with friends on social media
Figure 58: Types of websites visited for product and brand information by degree of social media use, March 2014

Appendix – Other Useful Consumer Tables
Figure 59: Incidence of social media usage, by age, April 2013-December 2013
Figure 60: Incidence of social media usage, by race/Hispanic origin, April 2013-December 2013
Figure 61: Incidence of social media usage, by household income, April 2013-December 2013
Figure 62: Incidence of social media usage, by moms with children in household, April 2013-December 2013
Figure 63: Frequency of using social media, by age, April 2013-December 2013
Figure 64: Frequency of using social media, by moms of children under age 18
Figure 65: Interest in following media on social networks based on type, by age, April 2013-December 2013
Figure 66: Interest in following media on social networks based on type, by race/Hispanic origin, April 2013-December 2013
Figure 67: Interest in following media on social networks based on type, by social media/networking websites-how often, April 2013-December 2013
Social media usage habits and opinions
Figure 68: Social media usage habits and opinions, by household income, April 2013-December 2013
Figure 69: Social media usage habits and opinions, by gender and age, April 2013-December 2013
Figure 70: Social media usage habits and opinions, by social media/networking websites-how often, April 2013-December 2013
Frequency of purchases made as a result of internet advertising
Figure 71: Frequency of purchases made in response to internet advertising, by age, April 2013-December 2013
Figure 72: Frequency of purchases made in response to internet advertising, April 2008-December 2013
Time spent on the internet
Figure 73: Time spent on the internet for activities other than email, by gender and age, April 2013-December 2013
Hardware used most often to access social media
Figure 74: Hardware used most often to access social media, by visits to social media sites daily..., March 2014
Figure 75: Hardware used most often to access social media, by visits to social media sites daily..., March 2014
Social network usage
Figure 76: Social network usage, March 2014
Figure 77: Social network usage – Degree of interaction with companies, by visits to social media sites daily..., March 2014
Figure 78: Social network usage – User groups, by device used most often to visit a social media site, March 2014
Figure 79: Social network usage – User groups, by research, reviews, and influence, March 2014
Interaction with companies/organizations on social networks
Figure 80: Interaction with companies/organizations on social networks, by gender and age, March 2014
Figure 81: Interaction with companies/organizations on social networks, by device used most often to visit a social media site, March 2014
Figure 82: Interaction with companies/organizations on social networks, by degree of interaction with friends, March 2014
Figure 83: Interaction with companies/organizations on social networks – Any use, by presence of children in household, March 2014
Figure 84: Interaction with companies/organizations on social networks – Any use, by device used most often to visit a social media site, March 2014
Figure 85: Interaction with companies/organizations on social networks – Any use, degree of interaction with friends, March 2014
Figure 86: Interaction with companies/organizations on social networks – Any use, by degree of interaction with companies, March 2014
Figure 87: Interaction with companies/organizations on social networks – Independent customer reviews, by gender and age, March 2014
Figure 88: Interaction with companies/organizations on social networks – Independent customer reviews, by race/Hispanic origin, March 2014
Figure 89: Sources of product and brand information by social media usage habits
Figure 90: Interaction with companies/organizations on social networks, by race/Hispanic origin, March 2014
Figure 91: Interaction with companies/organizations on social networks, by presence of children in household, March 2014
Figure 92: Interaction with companies/organizations on social networks, by device used most often to visit a social media site, March 2014
Figure 93: Interaction with companies/organizations on social networks, by degree of interaction with friends, March 2014
Figure 94: Interaction with companies/organizations on social networks, by use of social media in the path to purchase, March 2014
Use of social media in the path to purchase
Figure 95: Use of social media in the path to purchase, by household income, March 2014
Figure 96: Use of social media in the path to purchase, by race/Hispanic origin, March 2014
Figure 97: Use of social media in the path to purchase, by presence of children in household, March 2014
Figure 98: Use of social media in the path to purchase, by device used most often to visit a social media site, March 2014
Social media and other websites visited daily
Figure 99: Websites visited daily, by device used most often to visit a social media site, March 2014

Appendix – Trade Association

List of Tables

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List of Figures

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