Demystifying Social Media Research Findings November 2009
Nov 29, 2014
Demystifying Social Media
Research FindingsNovember 2009
KK69 – students with book
The conversation is powered by•Social Networks•News & Bookmarking•Blogs•Microblogging•Video Sharing•Photo Sharing•Message boards•Wikis•Virtual Reality•Social Gaming•Mobile•Podcasts•Real Simple Syndication (RSS)
People like this guy
• ….and most of the SA student population
• Research conducted, November 2009
• 660 respondents across SA tertiary institutions
• 18-24 age group
• 80% research conducted in-the-field, 20% online
• Demographic representative of SA population
Question Areas – Social Media
• Do they use it ?
• Where do they go ?
• What do they do there ?
• Which Brands stood out ?
• PC vs Mobile ?
Over 70% have joined a social network
Spends close to 3 hours a day online
They care about what their friends think and what they like, not traditional marketing and ads
SA Student 18-21
Cell phone =O2
1in 3 create blogs and groups online
60% log on a few times a day.
Internet usage Stats for SA
9.4%
90.6%
SA Internet Penetration
Uses Internet
Does not use internet
99%
SA Student Internet Pen-etration
Uses Inter-net
They go online mainly from their cell phone and from campus
International
17%
Average time spent daily online
67 Min
96 Min
Media Consumption
They watch less TVand spend more
time online
Engagement with social media
JOINERS
SPECTATORS
COLLECTORS
CREATORS
CRITICS 70%
70%
83%
90%
96%
44%
42%
21%
79%
77%
Visiting SN sites, watching videos and using wiki’s more popular than podcasts
79%
63%
70%
40%59%
JOINERS
SPECTATORS
Main networking site visited
At least 1 in 3 students create
groups online and have published their
own blogCREATORS
Social media has changed our world
The power to define and control a brand is shifting from corporations and
institutions……to individuals and communities.
Brands that stood
out
Converse
Smirnoff Spin
• Half said they were comfortable receiving advertisements on social networking sites based on their profile activities
• They also said brands SHOULD create special applications or provide unique content on social networking sites.
KK69 – visual
Full Research Report• The figures and analysis in this
report are just a small fraction of the insight available from the research.
• Access the full research, which contains a much wider range of information: detailed facts, figures and insight that are crucial to understanding how young people are behaving.
• Contact [email protected] • Blog - www.sv.co.za/marc/• www.twitter.com/marcgh123• www.linkedin.com
• +27 11 885-3918• www.studentmarketing.co.za