Nearly half of Americans aged 12 and older (48%) have a profile on a social network, double the proportion in 2008 (24%), according to Edison Research. The audience at every age level increased substantially during that period, with those aged 25 and older more than doubling.
Although Facebook established itself as the dominant social network in 2009, Twitter was the most talked about. The buzz has died down somewhat, but Americans’ awareness of the site grew to 87%, putting it on par with Facebook, of which 88% of Americans are aware.
However, only 7% use Twitter. The vast majority of those (85%) visit the site once a month, and 33% do so daily. By comparison, 41% of Facebook users access the site daily.
Monthly users of Twitter are more likely to be female (53%) than male (47%). The largest proportion is aged 25-34 (33%). They are also more likely than the general population to be Black (24%) and Hispanic (17%), whereas only 51% are White and 3% Asian.
Monthly Twitter users are more frequent users of social networks overall. Some 44% access social networks at least daily, compared to 30% of social network users overall.
Nearly half of Twitter users (49%) follow or friend brands on social networks. Many use the site to get more information about and to discuss brands’ products and services. Most (66%) say they would not reduce their use of Twitter if the site incorporated targeted advertising, 19% would use the site less, and 15% would stop using it all together.
How Americans Use Social Media, a new report from EPM Communications, publisher of Research Alert, offers resources and case studies for brands that wish to reach out to consumers via social media. Lynne d Johnson, SVP Social Media for the Advertising Research Foundation, notes that standards to measure the benefits of social media are yet to come, but it is clear that such sites can impact a brand’s bottom line. She adds that the only way to reap the benefits is to dive in and get started — with thoughtful consideration about the audience the company wants to reach and how best to do so.
To ensure success, it is necessary to know how people use social media, and how they interact with brands online. While 88% use social media to maintain their personal relationships, according to Rasmussen data cited in the report, they also use social media to listen to music, play games, read news, and read and post product reviews.
Those who have friended a brand on MySpace or Facebook do so:
• To find out about deals (37%);
• Because they are already a customer (33%);
• To get access to interesting or entertaining content (18%);
• Because others they know are friends with the brand (6%);
• To get service, support, or product information (5%), according to a Razorfish survey cited in the report.
People who friend or follow a brand on social media say they are more likely to buy from that brand and recommend it to family and friends, per Chadwick Martin Bailey research cited in the report.
Many social media users are concerned about privacy online, which is likely why only 51% use their real name on their profiles, according to Chubb Group. Nearly a third (31%) sometimes use their real name or a nickname. Most (66%) would not use a mobile social technology that allows others to see where they are located. [Social Networking]
Sources: “Twitter Usage In America, 2010,” Edison Research, Tom Webster, VP, 6 W. Cliff St., Somerville, NJ 08876; 908-707-4707; twebster@edisonresearch.com; www.edisonresearch.com. Price: Available online at no charge.
Advertising Research Foundation, Lynne d Johnson, SVP Social Media, 432 Park Ave. S., New York, NY 10016; 646-465-5759; lynne@thearf.org; www.thearf.org.
“How Americans Use Social Media,” EPM Communications Inc., Ira Mayer, Publisher, 19 W. 21st St., New York, NY 10010; 212-941-1633, x27; imayer@epmcom.com; www.epmcom.com. Price: $129 for paid subscribers of EPM newsletters, $169 for non-subscribers.
“Social Media Risks,“ Chubb Group, Mark Schussel, 15 Mountain View Rd., PO Box 1516, Warren, NJ 07059; 908-419-9889; mschussel@chubb.com; www.chubb.com. Price: Available online at no charge.
© Copyright 2011, EPM Communications, Inc. May not be reproduced without written consent of publisher.