Study: female social media users are highly influential
Global communications firm Weber Shandwick partnered with KRC Research to conduct an online survey of 2,000 North American women. The resulting Digital Women Influencers intends
to identify segments of women who are influential in social media and to provide new and unique insights about the female market as marketers and communicators evolve their strategies and plans in this new era of consumer engagement.
Key takeaways from the study:
- Some 86% of North American online women have a social media account/profile, with 2.2 accounts on average each. They favor Facebook: 81% of them are on Facebook.
- Women spend an average of 12 hours per week using social media: nearly two hours a day!
- Women of social media enjoy their online networks nearly as much as they enjoy live social activities, and they even enjoy it slightly more than dating or spending time with their significant other.
- 62% of women of social media like that social media lets them control who talks to them and who they talk to. And 24% of women in social media prefer to socialize through their social media networks more than they do in person.
More where this came from: The Women of Social Media: Digital Influencer Study [Infographic] @ marketingprofs.com
Report: Email, Facebook and Twitter usage in UK, Brazil, Australia, France and Germany
Highlights from the study:
- In each country, email is the most popular channel (90%+), followed by Facebook (39% - 77%) and finally Twitter (4%-26%).
- Australia has the highest percentage of email subscription at 96% of consumers.
- Online Brazilian consumers are by far the biggest users of Facebook( 77%) and Twitter (26%).
- More than half of Australian consumers are fans (55%) as opposed to less than half in the UK (45%), France (43%), and Germany (39%).
- Outside of Brazil, less than 10% of online consumers are followers (7% in the UK and Germany, 6% in Australia, and 4% in France).
Digital is 57% of daily media time; Social 48% of online
From Global Media Consumption: The Digital Reality March 2013 @ slideshare.net:
The digitalisation of media is dramatically transforming how consumers spend their time.
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Key insights:
- In the majority of markets and demographic subsets surveyed, cross-device online time exceeds traditional media time;
- Huge global variation in media time from an average of just 7.6 hours in Japan to 14 in Argentina
- UAE, China, and Malaysia are the most digitally orientated media markets in the world;
- Mobile makes up 30% of online time in some markets;
- The USA consumes the most traditional TV in the world – an average of 4.7 hours a day;
- China consumes less TV than any other market but the highest level of online TV;
- The vast majority of consumers multi-tasking with other devices while watching TV;
- News is the most digitised media type.
Study: Social media helps women manage their time and relationships
From Digital Women Influencers, and online service of 2,000 North American women [.pdf] @ webershandwick.com:
Recent research from Pew Research Center found that the percentage of female internet users who use social networking sites well exceeds that of men (75% vs 63%, respectively) and women are also more active in their use of these sites. Women are the "low-hanging fruit" of social media today and deserve closer attention from marketers.
Women of social media enjoy their online networks nearly as much as they enjoy live social activities and, notably, slightly more than dating or spending time with their partner:
Social media helps women manage their time and relationships. One-quarter of women of social media prefer to socialise online rather than in-person:
21% of the global internet population now use Twitter actively on a monthly basis
From SOCIAL PLATFORMS GWI.8 UPDATE: Decline of Local Social Media Platforms @ globalwebindex.net:
Data collected in GWI.8 (Q4 2012) demonstrates the continued shift in usage from localised social platforms to global ones with huge growth for Twitter, Google+ and Facebook. The fastest growing network in 2013 in terms of “Active Usage” (defined as “Used or contributed to in the past month”) was Twitter which grew 40% to 288m across our 31 markets (approximately 90% of global internet population). 21% of the global internet population now use Twitter actively on a monthly basis. This compares to 21% actively using YouTube, 25% actively using Google+ and a staggering 51% using Facebook on a monthly basis.
Study: 90% B2C marketers use Facebook
From 2013 B2C Content Marketing Research: Benchmarks, Budgets, and Trends @ contentmarketinginstitute.com:
On average, B2C marketers use four social media networks to distribute their content, compared to five for B2B. The channel they use most often, by far, is Facebook (90%). The majority of B2C marketers also use Twitter (69%), YouTube (65%) and LinkedIn (51%). B2C marketers use LinkedIn much less frequently than their B2B peers (83%).
More in the slide deck below.
Social media duties mostly handled on top of other responsibilities
Most communicators and marketers handle social media duties on top of other responsibilities:
From the same source (Structuring a Social Media Team @ ragan.com):
- Budgets at most organizations were stagnant in 2012 and are only slightly improving next year.
- Measurement and monitoring remain areas of concern. Most respondents are dissatisfied or only "somewhat satisfied" with how they measure their social media effort.
- Only a minority agreed that their organization is "an advanced, well-run machine," while nearly two thirds use social media regularly but have more to learn and accomplish.
- Organizations take a multidepartment approach to social media, with marketing, corporate communications, and public relations all owning pieces.
Nielsen: the hyper-informed consumer uses social media to drive purchase decisions
Nielsen's 2012 Social Media Report provides some insight into what is driving our collective, global obsession with social media.
One of the trends from the report is the hyper-informed consumer.
Social media is transforming the way that consumers across the globe make purchase decisions. They are using social media to learn about other consumers' experiences, find more information about brands, products and services, and to find deals and purchase incentives.