demystifying social media - south african research in how young people consume social media
DESCRIPTION
First time research showing how young people are consuming social media in South Africa.TRANSCRIPT
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 [email protected] • Blog - www.sv.co.za/marc/• www.twitter.com/marcgh123• www.linkedin.com
• +27 11 885-3918• www.studentmarketing.co.za