Beruflich Dokumente
Kultur Dokumente
June 2012
Methodology In January/February 2012, Edison Research and Arbitron conducted a national telephone survey offered in both English and Spanish language (landline and mobile phone) of 2,020 people aged 12 and over Data were weighted to national 12+ population figures This is the 20th study in this series, dating to 1998
48 34 24
52
2008
2009
2010
2011
2012
Female 51%
Female 54%
Social Networkers
Age 45-54 17% Age 45-54 16% Age 12-24 32% Age 55+ 15%
Social Networkers
93 90 85 45 39
40 50 60 70 80 90 100
% saying yes
56 54 13 10 8
10 20 30 40 50 60 70 80 90
% saying yes
Year-Over-Year Growth in Social Networking Greatest Among People Age 45 and Older
% by Age Group Who Currently Have a Personal Profile Page on Any Social Networking Website 76 81 80 80 68 68 63 65 55 45 31 34 23 15
2011
2012
12-17
18-24
25-34
35-44
45-54
55-64
65+
80
81 66 62
50 32 17 1 20 12 9 18 8 23 6 17 10 1 1 3 23
12-17
18-24
25-34
35-44
45-54
55-64
65+
Some Graduate Credits 5% Advanced Degree 13% High School or Less 33% High School or Less 26%
LinkedIn Users Nearly Twice as Likely as General Population to Have at Least a 4-Year Degree
% of Social Networkers, By Platform, with At Least a 4-Year College Degree
LinkedIn Twitter Facebook Total 12+
0 10 20 30
71 50 41 37
40 50 60 70 80
At Least Once per Month 5% Less Often Than Once per Month 5% Never Use 41%
22 18 15
Approx. 39 Million Approx. 46 Million Approx. 58 Million
5
Approx. 12 Million
7
Approx. 18 Million
54 51 41 18 8
10 20 30 40 50 60
% saying yes
Nearly One-Third of Facebook Users Have Been Members For at Least Three Years
How long have you been on Facebook?
6 months to less than 1 year 13% Less than 6 months 6% 1 year to less than 2 years 24%
5 years or more 10% 2 years to less than 3 years 26% 3 years to less than 5 years 21%
Nearly One-Quarter of Facebook Users Check Their Account At Least Five Times Daily
In the last 24 hours, approximately how many times did you check your Facebook account?
25
27
14
15 12 8
None
Once
Twice
3 to 4 times
5 to 10 times
11+ times
396 262
429
P12+
12-17
18-24
25-34
35-44
45-54
55-64
65+
More Than Half of Facebook Users Access the Site Via Phone
% Who Access Facebook On a
Desktop/Laptop computer
92
Cell Phone
54
Tablet
19
One in Three Facebook Users Access the Service Most Via Phone
Which way do you access Facebook most?
Tablet 4%
27 21 29 23 20 22 24 33
0 10 20 30 40 50
2012 2011
Somewhat Concerned
Slightly Concerned
60
2011
2010
0
7
10 20 30 40 50 60
% saying yes
5 years or more 3%
Four in Ten Twitter Users Access the Service Nearly Every Day or More
How often do you use Twitter?
Less often than once per month 20% Several times per day 29%
29 18 18
2011
69
2010
0 10 20 30 40
47
50 60 70 80 90
% saying yes
Base Use Twitter at least once per month
More Than Four in Ten Americans Hear or Read About Tweets Almost Every Day in the Media
How often do you hear about Twitter feeds, commonly called tweets, through media such as TV, radio, newspapers, or websites other than Twitter?
Regularly, but not Daily 16% Sometimes 13% Rarely 8% Never 9%
Democrat 30%
No 34%
Yes 66%
One-Third of Status Updaters Post Updates Using the Services Website Nearly Every Day or More
About how often do you go to the social networking website to update your status?
Several Times Per Day 16% Never Update Status This Way 4% Nearly Every Day 18%
Three-Quarters of Status Updaters Do Not Use Client Software to Update Their Status on Social Networks
About how often do you update your status on social networks with dedicated software on your computer-that is, not through a web browser?
Less Often than Once per Month 6% At Least Once per Month 5%
At Least Once per Week 6% Nearly Every Day 5% Several Times Per Day 4%
One-Quarter of Status Updaters Use Their Phones to Update Their Status at Least Daily
About how often do you update your status on social networks by cell phone?
Nearly Every Day 11% Several Times Per Day 15% At Least Once per Month 12% At Least Once per Week 22%
Less Often than Once per Month 9% Base: Post Status on Social Networks
16
More Than Four In Ten Mobile Social Users Access Their Sites Via Phone At Least Once a Day
How often do you use social networking sites on your cell phone?
Never 40%
36 21 3 6 6 1 2
10 20 30 40 50 60
64 45
16
70
2011
2010
0
1
10 20 30 40 50 60
% saying yes
Base Total Population 12+
Almost Never
57 39 24 42 18 18
0 10 20 30 40 50
Sometimes
2012 2011
60
Base: Ever used online service to post status update with location
47 20 27 13 14 6 Social Networkers 11 6
0 10 20 30 40
Your Television
A Cell Phone
A Tablet
% saying yes
Social Networkers
No 53%
Base: Social Networkers Who Have Watched Video Clips or Other Internet Video Programming from YouTube in the Last Month
Yes 45%
Yes 53%
Social Networkers
Never 7%
More Than 9 in 10 Social Networkers Who Often Watch Time-Shifted TV Frequently Skip Ads
How often do you fast forward or skip through commercials when you watch time shifted programming recorded from your DVR
Most Of The Times 8% Some Of The Times 6% Usually Watch The Commercials 3%
Base: Social Networkers Who Watch Time-Shifted Programming At Least Half The Times They Watch TV
Nearly One-Quarter of Social Networkers Use Daily Deals Sites and Services
Are you a registered user of any daily deals services such as Groupon or Living Social?
No 86%
No 77%
Yes 14%
Yes 23%
Social Networkers
No 93%
Yes 7%
Yes 11%
Social Networkers
2012
33
2011
25
2010
0 10
16
20 30 40 50
% saying yes
Base: Users of Social Networking Sites/Services
Other 7%
24 36 6 5 3 1 6 5
10 20 30 40
47 68
2012 2011
50 60 70 80
Consumers Recall a Wide Variety of Brands/Products on the Social Web; No One Brand Dominates
Think about the companies, brands, products and services you enjoy following on social networking sites. What is the first ONE that comes to mind?
Brand Nike Walmart Apple Starbucks Levis Coke NFL Pampers Number of Mentions 9 6 5 5 4 3 3 3
* Total number of responses=332