1 © 2013 Frank N. Magid Associates, Inc.

Facebook Fatigue – Fact or Fiction

March 14, 2013

2 © 2013 Frank N. Magid Associates, Inc. 2 © 2013 Frank N. Magid Associates, Inc.

Research Sources

Video Entertainment Study: Includes 1,500 consumers ages 12 and older and was conducted in November 2012. The national sample was managed to reflect the US population in gender, age, ethnic background, and area of residence.

Magid Media Futures: A nationally representative online survey of 2,540 people, between the ages of 8 and 64. The sample is matched to the US Census. The study evaluates attitudes and behaviors of media and entertainment consumers. Data was collected from March 19 through March 26, 2012.

Social Media Study: Includes 2,000 12-64 year old US social media users (defined as those who use Facebook, Twitter, Google+, LinkedIn and/or Pinterest). Fielded in September 2012. The study was launched to explore the differences among key social networks, how and where consumers want to engage with brands, and where behaviors are trending.

3 © 2013 Frank N. Magid Associates, Inc.

Social Media Trends

4 © 2013 Frank N. Magid Associates, Inc.

Social Media Growth Slowing as Reaches Majority of Users

2008 2009 2010 2011 2012 Est. 20130%

10%

20%

30%

40%

50%

60%

70%

4% 5%7%

10% 10% 10%7% 8%

13%11% 11% 11%

9%11%

12%13% 13% 14%

9%8%

10%10% 10% 11%

7%7%

9%8% 8% 8%

4% 6% 8% 8%

12-17

18-24

25-34

35-44

45-54

55-64

MMF 2008-2012. Which of the following activities do you do online regularly? Those who answered ‘Use social networking sites such as Facebook, MySpace, Twitter, etc.’ Base: Non-users, N=899. Do you intend to start using social networks in the next 12 months? Those who answered ‘Yes.’

38%

60%58%55%

41%

62%

Est. 2013

% of Internet Users 12-64 Who Use Social Networks Regularly

81% of Internet users 12-64 say they use social media, the same as last year. 62% say they do so regularly.

5 © 2013 Frank N. Magid Associates, Inc.

2008 2009 2010 2011 20120%

10%

20%

30%

40%

50%

60%

70%

80%

60%

73%69%66%

53%

45%

Total 12-17 18-24 25-34 35-44 45-54 55-64

% of Internet Users Use Social Networks Regularly – By Age

YOY Growth

Total 3%12-17 0%

18-24 1%

25-34 0%

35-44 8%

45-54 6%

55-64 32%

72%

MMF 2008-2012. Which of the following activities do you do online regularly? Those who answered ‘Use social networking sites such as Facebook, MySpace, Twitter, etc. ‘

41% of 8-11 year olds use social networks regularly

Social Network Use Ubiquitous Across Most Age Groups71% of 12-34 year olds use social networks regularly

6 © 2013 Frank N. Magid Associates, Inc.

Social Media Users Spend an Average of 2.4 Hours Per Day Using Social Networks; Time Spend Remains Steady Year Over Year

Watching TV on a TV set

Using social networks

4.8

2.4

5

2.4

2011 2012

Base: Total social media users, N=2000. How many hours do you spend on social networking sites on an average day? TV time spend data based on Magid Media Futures 2011, 2012.

% of time spent on social networks per day:

• Facebook: 54%• YouTube: 16%• Twitter: 6%• Google+: 5%• Pinterest: 3%• Tumblr: 2%• Instagram: 2%

Hours/Day Spent

7 © 2013 Frank N. Magid Associates, Inc.

Facebook Use Is Universal, User Growth Has Peaked; Instagram, Google+ and Pinterest Demonstrate Major Growth

Foursquare

Tumblr

Instagram*

MySpace

Pinterest*

LinkedIn

Google+

Twitter

YouTube

Facebook

4%

4%

14%

13%

18%

16%

30%

45%

96%

6%

11%

15%

16%

20%

22%

30%

36%

62%

93%

2012 2011

Which of the following social media do you use?

*2011 Pinterest and Instagram data from six months ago/April 2012. Base: Total social media users 12-64, N=2000. Q1. Which of the following social media do you use?

Up 275%

Up 88%

Down 3%

Up 54%

8 © 2013 Frank N. Magid Associates, Inc.

Different Sites Attract Different Demographics

Foursquare

Tumblr

Instagram*

MySpace

Pinterest*

LinkedIn

Google+

Twitter

YouTube

Facebook

6%

11%

15%

16%

20%

22%

30%

36%

62%

93%

% Social Media Users Use Each Site

Base: Total social media users 12-64, N=2000. Q1. Which of the following social media do you use?

Demos of Heaviest Users

M18-34

M18-34, Hispanic

Female (71%), 25-34, high HH income

F18-34

M25-34, F12-17

M35-64, high HH income

Female (57%), 12-34, Hispanic, high HH income

18-34, high HH income

M18-24, F12-34, Hispanic, African American

18-24

9 © 2013 Frank N. Magid Associates, Inc.

Niche Social Media and Mobile Centric Social Media Will Experience the Most User Growth in the Next Year

Facebook

YouTube

LinkedIn

MySpace

Twitter

Google+

Tumblr

Pinterest

Instagram

Foursquare

Reddit

Klout

Fancy

Path

2%

10%

20%

20%

22%

28%

34%

43%

58%

70%

86%

94%

95%

105%

Base: Those who don’t currently use each social network, N(Range)=148-1,960. Q44 You mentioned that you do not use these social networks. Which are you likely to start using in the next 12 months? Select all that apply.

% New User Growth Expected in Next 12 Months

10 © 2013 Frank N. Magid Associates, Inc.

Facebook Satisfaction Has Slightly Waned. Google+ Satisfaction Growth is Very impressive. YouTube Leads the Pack.

Path

Google+

Foursquare

Twitter

Facebook

Fancy

Pinterest

Tumblr

Instagram

YouTube

47%

58%

60%

61%

62%

63%

65%

69%

70%

84%

44%

75%

50%

65%

2012 2011

How satisfied are you with these social networks? (Net percent satisfied/very satisfied*)

Base: Users of each site, N(Range)=40-1,852. Q34. How satisfied are you with these social networks? (*Percent Very Satisfied/Satisfied- Not at all satisfied/ Not satisfied)

11 © 2013 Frank N. Magid Associates, Inc.

Engagement Will Increase Most on YouTube, Instagram, and Pinterest Over Next Year

LinkedIn

Facebook

Google+

Tumblr

Foursquare

Twitter

Pinterest

Instagram

YouTube

1%

2%

5%

5%

5%

6%

9%

15%

15%

Over the next 12 months, do you expect the amount of time you spend using these social networks to increase, stay the same or decrease? (Net % users increase time spend*)

Base: Magid Social Media Study: Social Media Network User Base. N(Range)=82-1,852. Q42. Over the next 12 months, do you expect the amount of time you spend using these social networks to increase, stay the same or decrease? (*Net: Increase-Decrease)

12 © 2013 Frank N. Magid Associates, Inc.

Engagement with Brands

13 © 2013 Frank N. Magid Associates, Inc.

Base: Facebook Users N=1,620, Twitter users, N=367. Q76. How often do you click on sponsored content on Facebook? By sponsored content, we are referring to the small text and images that appear on your Facebook newsfeed that refer to offers, deals and information from companies, brands, and products that you may or may not already follow on Facebook. Q109.4. How often do you click on sponsored Tweets? By sponsored Tweets, we are referring to the ‘promoted’ Tweets that show up in your feed from sources you don’t follow.

Sponsored Content Gaining Traction; Twitter Sponsored Content More Likely to Drive Clicks vs. Facebook

How often do you click on sponsored content on Facebook/Twitter?

Several times a week

About once a week

About once a month

Less than once a month

Never0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

4%

10%

15%

23%

47%

8%

13%

19%21%

39%

Facebook Twitter

• Facebook: 14% weekly• Twitter: 21% weekly

14 © 2013 Frank N. Magid Associates, Inc.

Mobile Social Media

15 © 2013 Frank N. Magid Associates, Inc.

Half of Smartphone Users and Half of Tablet Users Use Social Networks Regularly; Significant Growth in Use on Both Devices in Last Year

In-store shopping assistance

Get local news

Watch Video

Use a social network

Get maps/directions

Play games

Download and use apps

Listen to music

Get weather information

Access the Internet

Check email

15%

38%

54%

48%

37%

59%

48%

42%

45%

65%

63%

9%

30%

33%

50%

52%

52%

53%

53%

56%

66%

68%

Smartphones Tablets

Magid Mobile Study, 2012. Section Data: N(Range)=1,620-600. Same question in different sections. Which of the following things do you do regularly on your mobile phone/tablet? Select all that apply.

• Smartphone social network use: Up from 30% in 2011

• Tablet social network use: Up from 40% in 2011

• Smartphone and tablet social media users skew 18-34; tablet SNS users skew male

Which of the following do you do regularly?

16 © 2013 Frank N. Magid Associates, Inc.

Instagram and Foursquare Most Accessed Social Networks on Mobile; LinkedIn Lags Behind in Mobile Use

LinkedIn

MySpace

Reddit

Google+

Pinterest

YouTube

Tumblr

Facebook

Twitter

Foursquare

Instagram

21%

21%

28%

31%

31%

38%

39%

42%

46%

55%

64%

% of Users Who Access the Site via Mobile/Smartphone

Base: Magid Social Media Study. Social network users. N(Range)=82-1,852. Q32. What devices do you use to access these social networks? Select all that apply.

+45%YOY

+35% YOY

+41% YOY

+11% YOY

17 © 2013 Frank N. Magid Associates, Inc.

Roughly 18% of a Social Network’s User Base Has Accessed the Network Using a Tablet

Tumblr

Facebook

Google+

Twitter

Pinterest

Instagram

Foursquare

YouTube

14%

16%

16%

18%

18%

18%

18%

18%

% of users of each site who access the site via tablet

+80% YOY

+78% YOY

+167% YOY

Base: Magid Social Media Study. Social network users. N(Range)=123-1,852. Q32. What devices do you use to access these social networks? Select all that apply.

18 © 2013 Frank N. Magid Associates, Inc.

Mike VorhausPresident, Magid Advisorsmvorhaus@magid.com