demystifying social media - south african research in how young people consume social media

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 marc@studentvillage.co.za • Blog - www.sv.co.za/marc/• www.twitter.com/marcgh123• www.linkedin.com

• +27 11 885-3918• www.studentmarketing.co.za