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BULLETIN POLL: SOCIAL MEDIA 2012
COMPARISON OF THOSE 18-49 YEARS AND THOSE AGE 50+
July, 2012 1
Copyright©2012
AARP
Research & Strategic Analysis
601 E Street, NW
Washington, DC 20049
Reprinting with permission
General Information and Acknowledgements
2
AARP is a nonprofit, nonpartisan organization, with a membership of more than 37 million, that helps people 50+ have
independence, choice and control in ways that are beneficial to them and society as a whole. AARP does not endorse
candidates for public office or make contributions to either political campaigns or candidates. We produce AARP The
Magazine, the definitive voice for Americans 50+ and the world's largest-circulation magazine; AARP Bulletin, the go-to news
source for the 50+ audience; AARP VIVA, a bilingual lifestyle multimedia platform addressing the interests and needs of
Hispanic Americans; and national television and radio programming including My Generation and Inside E Street. The AARP
Foundation is an affiliated charity that provides security, protection, and empowerment to older persons in need with support
from thousands of volunteers, donors, and sponsors. AARP has staffed offices in all 50 states, the District of Columbia, Puerto
Rico, and the U.S. Virgin Islands. Learn more at www.aarp.org.
The views expressed herein are for information, debate, and discussion, and do not necessarily represent official policies of
AARP.
About this research
The purpose of this brief poll was to investigate the similarities and differences of those ages 18 to 49 and those ages 50+
regarding social media. We wanted to know how important they consider social media and patterns of usage.
Acknowledgements
The author would like to thank Barbranda Walls and Jim Toedtman of the AARP Bulletin for their ideas, suggestions, and
request for this information. Additional thanks go to Teresa Keenan, Ph.D., for her review of this report
TABLE OF CONTENTS
SUMMARY OF KEY FINDINGS FOR BULLETIN POLL ON SOCIAL MEDIA PAGE 4
GENERAL METHODS OVERVIEW 2012 PAGE 6
DETAILED FINDINGS FOR BULLETIN POLL ON SOCIAL MEDIA PAGE 7
APPENDICES:
ANNOTATED QUESTIONNAIRE
July 2012 3
Key Findings
4
Key Findings
• Younger adults are significantly more likely than older adults to say they use social media (69% vs. 38%).
• Almost one in five (18%) people say they use Twitter, younger adults are significantly more likely to say this than older adults (22% vs. 10%).
• Younger social media users are more likely than older social media users to say they have a larger number of social media accounts (23% of 18-49 year olds have 3 or 4 accounts compared to 14% of older adults 50+ and 17% of 18-49 year olds say they have 5 or more accounts compared to 5% of older adults 50+).
• Younger adults are more likely than older adults to say they only have a cell phone (46% vs. 15%).
• Although only a small proportion (4%) use social
media to keep an eye on children/grandchildren,
they are more likely to be older adults than
younger adults (8% vs. 2%).
• Older adults are more likely than younger adults
to say they have both a landline and a cell phone
(74% vs. 47%).
5
People 18-49 Years
People 50+
More than half (56%) of all respondents say they use social media.
Almost two-thirds of social media users say they only have one or two social media accounts (65%), and most social media
users say they have a Facebook account (90%).
Half of people say they use social media to keep in touch with family and friends (51%).
Six out of ten people who do not use social media say it is a waste of time (61%).
Three-fourths say they do not have an iPad or tablet computer (75%).
Six in ten people say they have a telephone landline and a cell phone, and nine in ten of these people do not plan to get rid
of their landline.
General Research Methods Overview 2012
6
Data Collection Mode: →Random-digit dial telephone omnibus survey.
Sample: →the total sample included 1,000 respondents age 18+.
Objectives: →To learn whether and how people use social media.
Fielded: →July 18-22, 2012.
Margin of Error →For total respondents is +/-3.1% at the 95% level of
confidence.
Detailed Findings: Social Media
7
8
• More than half (56%)
of the total respondents
use social media.
• Younger adults
between the ages of
18-49 years are
significantly more likely
than older adults age
50+ to say they use
social media (69% vs.
38%).
Source: AARP Bulletin Poll: Social Media 2012, July, 2012 ( n = 1,000 all respondents).
Figure 1: Proportion Who Use Social Media by Age Q1. Do you use any type of social media such as Facebook, LinkedIn or Twitter?
56%
69%
38%
0% 20% 40% 60% 80% 100%
Yes 50+
18-49
Total
Figure 2: Use of Social Media By Age Q2. Which of the following social media do you use?
9
• Among all people age 18+ who
say they use social media, Facebook
is the most often used type.
• While it appears that younger
adults are more likely to say they are
users of all types of social media, the
only significant difference is between
Twitter users 18-49 and those 50+.
• More than four in ten respondents
say they use another, unidentified,
social media site.
Source: AARP Bulletin Poll: Social Media 2012, July 2012 (n = 556
respondents who use social media).
90%
45%
18%
17%
10%
91%
46%
22%
17%
11%
87%
42%
10%
19%
7%
0% 20% 40% 60% 80% 100%
Other
Google Plus
50+
18-49
Total
Figure 3: Number of Social Media Accounts by Age Q3. How many social media accounts do you have?
10
• Among all people who use social media, about two-thirds say they have one or two social media accounts and a decreasing proportion reports having more accounts (65%, 20%, 14%).
• Older adults are more likely than younger adults to say they have one or two social media accounts (78% vs. 60%). Younger adults are more likely than older adults to say they have three or more accounts (23% vs. 14% say they have three or four accounts and 17% vs. 5% say they have five or more accounts).
65%
20%
14%
60%
23%
17%
78%
14%
5%
0%
20%
40%
60%
80%
100%
1 or 2 3 or 4 5 or more
Total
18-49
50+
Source: AARP Bulletin Poll: Social Media 2012, July 2012 (n = 556 respondents
who use social media).
Figure 4: Main Reason for Using Social Media by Age Q4. What is the main reason you use social Media?
11
• Slightly more than half of
people in the sample say they
use social media to keep in touch
with family and friends (51%).
• Approximately one in five of
the total group and each of the
sub-groups by age say they use
social media for something else.
• Although a small proportion
(4%) overall say they use social
media to keep an eye on
children/grandchildren, older
adults are more likely than
younger ones to report doing so
(8% vs. 2%).
4%
6%
6%
11%
22%
51%
2%
7%
6%
12%
22%
51%
8%
4%
4%
9%
21%
54%
0% 20% 40% 60% 80% 100%
Keeping an eye on children/grandchildren
Find old friends
Networking for job/job search
Keep up with what others are talking about
Something else
Keep in touch with family and friends
50+
18-49
Total
Source: AARP Bulletin Poll: Social Media 2012, May 2012 (n=556 respondents
who use social media).
Figure 5: Frequency of Posting on Social Media Pages Q5. How often do you post on your social media pages?
12
• Among the total respondents,
approximately one-quarter say
they post on a social media
page one or more times a day,
and approximately one-
quarter say they post on a
social media page at least
once a month.
• Although younger adults
appear to post on social media
pages more often than older
adults, the differences are not
significant.
4%
34%
16%
23%
24%
2%
36%
15%
23%
24%
8%
28%
19%
22%
23%
0% 20% 40% 60% 80% 100%
Do not post on sites
At least once a week
Less than once a month
At least once a month
1 or more times a day
50+
18-49
Total
Source: AARP Bulletin Poll: Social Media 2012, May 2012 (n=556 respondents who
use social media).
Figure 6: Reasons for Not Using Media Sites Q6. Why don’t you use social media sites?
13
• Approximately six in ten
respondents say they do not use
social media sites because they
are not interested in them or see
them as a waste of time.
• One in four respondents say
they do not have access to the
Internet (25%).
• One in five people are
concerned about safety or
privacy.
• There are no significant
differences by age in reasons for
not using social media sites.
Source: AARP Bulletin Poll: Social Media 2012, July, 2012 (n = 444 those who do
not use social media sites).
3%
20%
25%
61%
1%
17%
21%
67%
4%
21%
28%
58%
0% 20% 40% 60% 80% 100%
Don't know
Safety/privacy concerns
No Internet access
Not interested/waste of time
50+
18-49
Total
Figure 7: Ownership of iPad or Tablet Computer by Age Q 7. Do you own an iPad or table computer?
14
• Nearly three-fourths of the
respondents say they do not
have an iPad to tablet computer.
• Among those who do not have
an iPad or tablet computer,
there is no significant difference
in ownership between the two
groups.
23%
75%
25%
73%
20%
78%
0% 20% 40% 60% 80% 100%
Yes
No
50+
18-49
Total
Source: AARP Bulletin Poll: Social Media 2012, July, 2012 ( n=1,000 all
respondents).
Figure 8: Use of Landline vs. Cell Phone by Age Data from multiple questions asked by vendor
15
• Almost six in ten
respondents in the total group
say they have both a landline
and a cell phone.
• Older adults are more likely
than younger adults to say
they have both (74% vs.
47%).
• The majority of younger
adults say they have a cell
phone only (46%).
9%
59%
33%
7%
47%
46%
11%
74%
15%
0% 20% 40% 60% 80% 100%
Landline only
Both landline and cell
Cell phone only
50+
18-49
Total
Source: AARP Bulletin Poll: Social Media 2012, July, 2012 ( n=1,000 all respondents).
Figure 9: Plans to Eliminate Landline Among Those Who
Have Both Landline and Cell Phone Q 8. Do you plan to get rid of your landline?
16
• Among those who
have both a landline
and a cell phone,
nine in ten people
plan to keep their
landline.
• There is no
significant difference
by age sub-groups.
10%
90%
11%
87%
8%
91%
0% 20% 40% 60% 80% 100%
Yes
No
50+
18-49
Total
Source: AARP Bulletin Poll: Social Media 2012, July, 2012 ( n=586 respondents who have
landline and cell phone).
Bulletin Poll: Social Media 2012
17
For more information contact:
Linda Barrett, 202-434-6197 or [email protected]
Bulletin team:
Barbranda Walls, (Study lead)
Jim Toedtman
RSA team (Health, Home and Family):
Linda L. Barrett, Ph.D. (Study Lead)
Teresa A. Keenan, Ph.D.
Cheryl Lampkin, Ph.D.
Jennifer Leslie
18
7/26/2012 5:15:00 PM social media client version.doc Job #L8829 July 18, 2012
Social Media This study was conducted for AARP via telephone by SSRS, an independent research company. Interviews were conducted from July 18 – July 22, 2012 among a nationally representative sample of 1000 respondents age 18 and older. The margin of error for total respondents is +/-3.10% at the 95% confidence level. More information about SSRS can be obtained by visiting www.ssrs.com SM-1 Do you use any type of social media such as Facebook, LinkedIn or, Twitter?
Yes No Don’t know Refused
7/22/12 56 44 * --
(Asked of total who use social media; n = 475) SM-2 Which of the following social media do you use?
Facebook LinkedIn Twitter Google Plus Other Don’t know Refused
7/22/12 90 17 18 10 45 * --
(Asked of total who use social media; n = 475) SM-3 How many social media accounts do you have?
0 1 or 2 3 or 4 5 or more Don’t know Refused
7/22/12 * 65 20 14 * *
(Asked of total who use social media; n = 475) SM-4 What is the main reason you use social media?
Keep in touch with
family/friends
Find old
friends
Networking for job/job searches
Keep an eye on children/
grandchildren
Keep up with what others are
taking about
Other
Don’t know
Refused
7/22/12 51 6 6 4 11 22 * --
19
(Asked of total who do not use social media; n = 525) SM-6 Why don’t you use social media sites?
(Asked of total who use social media; n = 475) SM-5 How often do you post on your social media pages?
1 or more times a
day
At least once a week
At least once a month
Less than once a month
Do not post on
sites
Don’t know
Refused
7/22/12 24 34 23 16 4 -- --
Do not have access to Internet
Safety or privacy concerns
Not interested/ waste of time
Don’t know
Refused
7/22/12 25 20 61 3 *
SM-7 Do you own an iPad or tablet computer? Yes No Don’t know Refused
7/22/12 23 75 * 2
L1/C1. Combo Table Landline only Both LL and Cell Cell phone only Don’t know/ Refused
7/22/12 9 59 33 --
(Asked of total who have both a landline and a cell phone; n = 712) SM-8 Do you plan to get rid of your land line?
Yes No Don’t know Refused
7/22/12 9 90 1 --