BIGresearch
Profiles Social Media Users; Not all Created Equal
New Analysis Provides
Roadmap for Digital Marketing
COLUMBUS, OH -- (MARKET WIRE) – 8/13/2009 – Marketers continue to grapple with
effectively allocating media in a changing consumer-controlled marketplace in
which social media is a growing force. According to a new analysis of
BIGresearch’s Simultaneous Media Usage Survey (SIMM 14-Jun 09) of over 22,000
consumers, social media impacts consumers, which in turn directly impacts
marketers, but not all options are the same. Social media users are likely to
use more than one platform, some at a higher rate than others. For example,
60.2% of MySpace Users (those who regularly use the application) regularly use
Facebook. On the other hand only 24% of Facebook Users utilize MySpace.
Regularly use the
following social media:
USER
Use Use Use Use Text Read Post to
GROUPS Facebook LinkedIn MySpace Twitter Msg. Blogs Blogs
Adults 18+
27.9% 3.3% 11.6% 4.1% 27.3% 10.9% 4.3%
Facebook Users*---- 7.7% 24.0% 10.5% 47.5% 20.2% 8.8%
LinkedIn Users 63.4% ---- 24.3% 22.1% 43.3% 29.1% 16.8%
MySpace Users 60.2% 7.6% ---- 14.6% 53.7% 20.5% 11.1%
Twitter Users 72.7% 18.8% 39.4% ---- 56.9% 49.3% 31.0%
Texters 48.5% 5.2% 21.5% 8.3% ---- 17.7% 7.8%
Blog Readers 51.0% 8.6% 20.5% 17.7% 44.0% ---- 34.0%
Blog Posters** 59.0% 13.1% 28.6% 27.9% 50.8% 83.3% ----
Source:
BIGresearch, SIMM 14
*To be read as:
7.7% of Facebook Users regularly use LinkedIn, 24% use MySpace.
**Blog Posters include those who post to blogs and maintain a blog
Demographically, social media users tend to be younger than the overall
population, more are female and they have a slightly higher income.
Additionally, marketers planning on moving products should focus on this
consumer set as they are more likely to be making a big dollar purchase over the
next six months than adults 18+.
Social Adults
Media Users* 18+
Male 42.5% 48.7%
Female 57.5% 51.3%
Average Age 38.2 45.1
Average Income $68,311 $66,942
In the next 6 months, plan to buy:
Social Adults
Media Users* 18+
Vacation 30.2% 26.3%
Furniture 17.8% 12.8%
Computer 17.3% 13.2%
TV 15.9% 12.4%
Car/truck 12.7% 10.8%
Source:
BIGresearch, SIMM 14
*Social Media
includes: Facebook, LinkedIn, MySpace, Twitter, Texting and Blog Users
When looking specifically at the user of each platform, Facebook users average
37 years old and MySpace users are the youngest at an average age of 33 of those
profiled. LinkedIn users have the highest incomes. Social media usage for ethnic
groups indexes high across most social medias.
Facebook LinkedIn MySpace Twitter Texters Blog Blog
Users Users Users Users Readers Posters*
Male 40.2% 62.0% 48.4% 50.8% 38.3% 43.8%
47.5%
Female 59.8% 38.0% 51.6% 49.2% 61.7% 56.2% 52.5%
Avg. Age 37.1 40.6 33.0 35.5 36.2 38.3 36.0
Avg. Income $68,523 $96,937 $51,489 $68,740 $69,595 $67,941 $63,131
Hispanic 15.8% 14.9% 26.9% 19.1% 18.0% 17.7% 21.6%
Black 12.1% 11.7% 13.6% 17.0% 15.7% 13.0% 12.9%
Asian 2.9% 4.8% 1.7% 5.4% 2.2% 3.5% 4.4%
White 75.7% 75.3% 64.9% 64.4% 70.2% 71.5% 69.0%
For additional complimentary data:
http://info.bigresearch.com/
About BIGresearch
BIGresearch is a consumer intelligence firm providing analysis of behavior
in areas of products and services, retail, financial services, automotive and
media. BIGresearch conducts the monthly Consumer Intentions and Actions Survey
(CIA) of 8,000+ respondents and the semi-annual Simultaneous Media Survey (SIMM)
of 15,000+ respondents. More information is available at
http://www.bigresearch.com
Contact:
Chrissy Wissinger
BIGresearch
(614) 846-0146
chrissy@bigresearch.com