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Social Media Engagement
Contents
Methodology
Introduction
Where are People using Social Media?Activities on Social MediaBrands and Interaction on Social MediaSpreading the Word
Appendix
Research Methodology
A quantitative approach was adopted, taking the form of online interviews via the Smooth Radio, Real Radio and Real XS websites.
The survey was in field from March 2nd to March 7th 2012.
A total of 1,115 interviews were conducted.
The following results are for all respondents who use social media.
Introduction: Social Media Habits
Source: GMG Radio MediaLab, Social Media Survey, March 2012, Base:1111
62% use social media everyday
166 friends on facebook
On average they have…
Follow 92 accounts on twitter
*those with facebook account *those with twitter account
Introduction: Which of the following social media have you used in the last three months? Top 10
YouTube
Forums
Friends Reunited
Flickr
MySpace
Blogger
Bebo
0 10 20 30 40 50 60 70 80 90 100
92
57
41
19
10
7
6
4
3
3
1
All Respondents (962)
Source: GMG Radio MediaLab, Social Media Survey, March 2012
Profile %
Social Media Users Only
Social Media Locations - In Home
72% 54% 46%
17% 9%Source: GMG Radio MediaLab, Social Media Survey, March 2012, Base:947, Social Media Users Only
Which of the following locations have you accessed social media?
Social Media Locations - Out of Home
49% 35% 35% 28%
27% 27% 11% 8%
Actively Purchasing
Source: GMG Radio MediaLab, Social Media Survey, March 2012, Base:947, Social Media Users Only
Which of the following locations have you accessed social media?
Social Media and Other Media
Have you ever used social media while…..
85% while watching TV 75% while listening to the Radio
52% while listening to Personal Music25% while Reading Press Articles
Source: GMG Radio MediaLab, Social Media Survey, March 2012, Base:932, Social Media Users Only
Social Media Activities
• 82% Commented on friends pages
• 78% Commented on friends photos
• 69% Found friends you already know
• 63% Uploaded Photos
• 36% Shared news stories• 24% Downloaded application related a company or
brand• 23% Joined discussion on pages for brands and
products• 21% Looked for new brands• 20% Shared stores about a product or brand
Primary Social Functions
Secondary Functions
Source: GMG Radio MediaLab, Social Media Survey, March 2012, Base:926, Social Media Users Only
What of the following activities have you done on social media?
Uses of Social Media
Use it to catch up with friends
Look at profiles of people they don’t get along with
Look at what a loved one is up to
Look for profiles of people they find attractive
Catch up with former partners
View pictures of people they’ve never met
90%
56%
52%
37%
33%
32%
Source: GMG Radio MediaLab, Social Media Survey, March 2012, Base:942, Social Media Users Only
Interaction
Primarily to stay in touch with friends and familyBut people are still using social media in other ways
28% say getting information on brands is one of the main reasons
they use social media
43% say getting news is one of the main reasons
they use social media22% say getting information on other media is one of the main
reasons they social media
Source: GMG Radio MediaLab, Social Media Survey, March 2012, Base:919, Social Media Users Only
48% of have visited or interacted with brand pages on social media.
Why do you interact with these brands?
78% for Competitions48% for Special Offers
30% for Love of the Brand
Source: GMG Radio MediaLab, Social Media Survey, March 2012, Base:919, Social Media Users Only
Social Media Brands and Purchasing
Brands are a significant part of the social media experience.But are they having an impact or part of the furniture?
41% have bought something because of a recommendation on social media
Source: GMG Radio MediaLab, Social Media Survey, March 2012, Base:301, Social Media Users Only
And who’s recommendation led you to purchase?
68%
Friends
45%
Family
43%
Brands
Spreading the Word-Both Good and Bad
67% have used social media to support a social cause.
69% to support a campaign.
45% have used social media to complain about a business or service
Source: GMG Radio MediaLab, Social Media Survey, March 2012, Base:636, Social Media Users Only
What this Means
Social media is accessed all across the home, in many locations outside of the home and with other media.
Social media is primarily for keeping in contact with friends and family and sharing stories and pictures-
Friends and family are influential on social media but brands are still important.
Social media gives everyone a share of voice
AppendixSurvey Results
How often do you use social media (e.g. Facebook, Twitter, YouTube, Blogger and LinkedIn)?
Everyday 5-6 days a week
3-4 days a week
Once or twice a week
2-3 times a month
Once a month Less often Never0
10
20
30
40
50
60
70
62
57 8
1 24
12
All Respondents (1111)
Source: GMG Radio MediaLab, Social Media Survey, March 2012
Pro
file
%
Thinking about the last month, which of the following places have you been in when using social media? Top 10
Lounge
Bed
Kitchen
Work
Own car / van
Shops
Bar / club
Restaurant
Coffee shop
Public transport
Toilet
Garden
Study
Bath
Cinema / theatre
Library
Sporting event (ie football or cricket match)
Taxi
Concert
Sandwich shop
0 10 20 30 40 50 60 70 80
72
54
46
45
30
27
25
23
23
23
17
17
11
9
9
8
7
7
6
5
All Respondents (947)
Source: GMG Radio MediaLab, Social Media Survey, March 2012
Profile %
Social Media Users Only
Have you ever used social media while
Watching TV Listening to the radio Listening to personal music Reading press articles0
10
20
30
40
50
60
70
80
9085
75
52
25
All Respondents (932)
Source: GMG Radio MediaLab, Social Media Survey, March 2012
Pro
file
%
Social Media Users Only
Which of the following social media have you used in the last three months? Top 10
YouTube
Forums
Friends Reunited
Flickr
MySpace
Blogger
Bebo
0 10 20 30 40 50 60 70 80 90 100
92
57
41
19
10
7
6
4
3
3
1
All Respondents (962)
Source: GMG Radio MediaLab, Social Media Survey, March 2012
Profile %
Social Media Users Only
Do you have a facebook account?
90.9%
9.1%
All Respondents (963)
Yes No
Source: GMG Radio MediaLab, Social Media Survey, March 2012
Average Number of Facebook Friends
All Respondents (873)0
20
40
60
80
100
120
140
160
180
166
Source: GMG Radio MediaLab, Social Media Survey, March 2012 Facebook Users Only
Do you have a twitter account?
44.1%
4.7%
51.2%
All Respondents (963)
I have a Twitter account
I go on Twitter but I don't have an account
I don't go on Twitter
Source: GMG Radio MediaLab, Social Media Survey, March 2012
Average Number of twitter followings
All Respondents (467)0
20
40
60
80
100
120
105
Source: GMG Radio MediaLab, Social Media Survey, March 2012 Twitter Users Only
What are the main reasons you use social media?
Keeping in touch with friends
Keeping in touch with family
Getting news
Reuniting with old friends
Getting information on brands/products
Getting information on other media
Purchasing products
Making new friends
Job / work / commercial
Job searching
Monitoring your children
Dating
0 10 20 30 40 50 60 70 80 90
82
65
43
33
28
21
18
18
11
8
8
3
All Respondents (919)
Source: GMG Radio MediaLab, Social Media Survey, March 2012
Profile %
Social Media Users Only
Which of the following activities have you done via social media?
Commented on friends' pages
Commented on friends' photos
Found friends you already know
Uploaded Photos
Viewed pages for brands and products
Shared news stories
Downloaded an application related to a company or brand
Joined discussions on pages for brands and products
Looked for new brands
Shared stories about a brand or product
0 10 20 30 40 50 60 70 80 90
82
78
69
63
41
36
24
23
21
20
All Respondents (926)
Source: GMG Radio MediaLab, Social Media Survey, March 2012
Profile %
Social Media Users Only
Have you ever used social media to..
Catch up with old friends
To see what a loved one is up to
Look at profiles for people you don't get along with
Look at profiles for people you find attractive
View pictures of people you have never met
Catch up with former partners
Research people for career purposes
0 10 20 30 40 50 60 70 80 90
84
48
44
32
32
25
18
All Respondents (942)
Source: GMG Radio MediaLab, Social Media Survey, March 2012
Profile %
Social Media Users Only
Have you visited or interacted with a brand page (eg Nike, The Sun, celebrities) on social media in the last month?
47.8%52.2%
All Respondents (947)
Yes
No
Source: GMG Radio MediaLab, Social Media Survey, March 2012
And why do you visit / interact with these brands?
Competitions
Special offers
Information on the product
Information on events
Interest / hobbies
Love of the brand / product
Commerical / work purposes
Friends follow brand
0 10 20 30 40 50 60 70 80 90
78
48
46
40
40
30
12
10
All Respondents (453)
Source: GMG Radio MediaLab, Social Media Survey, March 2012
Profile %
Respondents who interact with brands only
How much do you trust recommendations on social media from... (All Respondents)
Family
Friends
Colleagues
Charity
Brands
Celebrities
Strangers
0 10 20 30 40 50 60 70 80 90 100
29
22
7
5
4
2
0
48
54
50
31
25
13
4
21
23
40
56
59
63
50
1
1
2
6
9
17
24
1
1
1
2
3
5
22
Completely Trust=1 Trust=2 Neither nor=3 Distrust=4 Completely distrust=5
%
Source: GMG Radio MediaLab, Social Media Survey, March 2012
Av Rating
2.0
2.1
2.4
2.7
2.8
3.1
3.6
Base: 453
Social Media Users Only
Have you ever bought something because of a recommendation on social media?
All Respondents (937)
0 10 20 30 40 50 60 70 80 90 100
33 67
Yes No
Source: GMG Radio MediaLab, Social Media Survey, March 2012
Profile %
Social Media Users Only
And whose recommendation led to your purchase?
Friend
Family
Brand
Colleagues
Celebrity
Stranger
Charity
0 10 20 30 40 50 60 70
63
44
38
17
8
6
4
All Respondents (301)
Source: GMG Radio MediaLab, Social Media Survey, March 2012
Profile %
Respondents who have bought something due to a recommendation on social media only
Have you ever used social media to...
Complain about a business, product or service
Support a social cause (eg a charity)
Support a campaign (eg to save a local community centre)
0 10 20 30 40 50 60 70
39
66
63
All Respondents (663)
Source: GMG Radio MediaLab, Social Media Survey, March 2012
Profile %
Social Media Users Only