gmg radio medialab- social media engagement

Social Media Engagement

Contents

Methodology

Introduction

Where are People using Social Media?Activities on Social MediaBrands and Interaction on Social MediaSpreading the Word

Appendix

Research Methodology

A quantitative approach was adopted, taking the form of online interviews via the Smooth Radio, Real Radio and Real XS websites.

The survey was in field from March 2nd to March 7th 2012.

A total of 1,115 interviews were conducted.

The following results are for all respondents who use social media.

Introduction: Social Media Habits

Source: GMG Radio MediaLab, Social Media Survey, March 2012, Base:1111

62% use social media everyday

166 friends on facebook

On average they have…

Follow 92 accounts on twitter

*those with facebook account *those with twitter account

Introduction: Which of the following social media have you used in the last three months? Top 10

Facebook

YouTube

Twitter

Forums

Linkedin

Friends Reunited

Flickr

Pinterest

MySpace

Blogger

Bebo

0 10 20 30 40 50 60 70 80 90 100

92

57

41

19

10

7

6

4

3

3

1

All Respondents (962)

Source: GMG Radio MediaLab, Social Media Survey, March 2012

Profile %

Social Media Users Only

Social Media Locations - In Home

72% 54% 46%

17% 9%Source: GMG Radio MediaLab, Social Media Survey, March 2012, Base:947, Social Media Users Only

Which of the following locations have you accessed social media?

Social Media Locations - Out of Home

49% 35% 35% 28%

27% 27% 11% 8%

Actively Purchasing

Source: GMG Radio MediaLab, Social Media Survey, March 2012, Base:947, Social Media Users Only

Which of the following locations have you accessed social media?

Social Media and Other Media

Have you ever used social media while…..

85% while watching TV 75% while listening to the Radio

52% while listening to Personal Music25% while Reading Press Articles


Social Media Activities

• 82% Commented on friends pages

• 78% Commented on friends photos

• 69% Found friends you already know

• 63% Uploaded Photos

• 36% Shared news stories• 24% Downloaded application related a company or

brand• 23% Joined discussion on pages for brands and

products• 21% Looked for new brands• 20% Shared stores about a product or brand

Primary Social Functions

Secondary Functions


What of the following activities have you done on social media?

Uses of Social Media

Use it to catch up with friends

Look at profiles of people they don’t get along with

Look at what a loved one is up to

Look for profiles of people they find attractive

Catch up with former partners

View pictures of people they’ve never met

90%

56%

52%

37%

33%

32%


Interaction

Primarily to stay in touch with friends and familyBut people are still using social media in other ways

28% say getting information on brands is one of the main reasons

they use social media

43% say getting news is one of the main reasons

they use social media22% say getting information on other media is one of the main

reasons they social media


48% of have visited or interacted with brand pages on social media.

Why do you interact with these brands?

78% for Competitions48% for Special Offers

30% for Love of the Brand


Social Media Brands and Purchasing

Brands are a significant part of the social media experience.But are they having an impact or part of the furniture?

41% have bought something because of a recommendation on social media


And who’s recommendation led you to purchase?

68%

Friends

45%

Family

43%

Brands

Spreading the Word-Both Good and Bad

67% have used social media to support a social cause.

69% to support a campaign.

45% have used social media to complain about a business or service


What this Means

Social media is accessed all across the home, in many locations outside of the home and with other media.

Social media is primarily for keeping in contact with friends and family and sharing stories and pictures-

Friends and family are influential on social media but brands are still important.

Social media gives everyone a share of voice

AppendixSurvey Results

How often do you use social media (e.g. Facebook, Twitter, YouTube, Blogger and LinkedIn)?

Everyday 5-6 days a week

3-4 days a week

Once or twice a week

2-3 times a month

Once a month Less often Never0

10

20

30

40

50

60

70

62

57 8

1 24

12



Pro

file

%

Thinking about the last month, which of the following places have you been in when using social media? Top 10

Lounge

Bed

Kitchen

Work

Own car / van

Shops

Bar / club

Restaurant

Coffee shop

Public transport

Toilet

Garden

Study

Bath

Cinema / theatre

Library

Sporting event (ie football or cricket match)

Taxi

Concert

Sandwich shop

0 10 20 30 40 50 60 70 80

72

54

46

45

30

27

25

23

23

23

17

17

11

9

9

8

7

7

6

5



Profile %


Have you ever used social media while

Watching TV Listening to the radio Listening to personal music Reading press articles0

10

20

30

40

50

60

70

80

9085

75

52

25



Pro

file

%


Which of the following social media have you used in the last three months? Top 10

Facebook

YouTube

Twitter

Forums

Linkedin

Friends Reunited

Flickr

Pinterest

MySpace

Blogger

Bebo

0 10 20 30 40 50 60 70 80 90 100

92

57

41

19

10

7

6

4

3

3

1



Profile %


Do you have a facebook account?

90.9%

9.1%


Yes No


Average Number of Facebook Friends

All Respondents (873)0

20

40

60

80

100

120

140

160

180

166

Source: GMG Radio MediaLab, Social Media Survey, March 2012 Facebook Users Only

Do you have a twitter account?

44.1%

4.7%

51.2%


I have a Twitter account

I go on Twitter but I don't have an account

I don't go on Twitter


Average Number of twitter followings

All Respondents (467)0

20

40

60

80

100

120

105

Source: GMG Radio MediaLab, Social Media Survey, March 2012 Twitter Users Only

What are the main reasons you use social media?

Keeping in touch with friends

Keeping in touch with family

Getting news

Reuniting with old friends

Getting information on brands/products

Getting information on other media

Purchasing products

Making new friends

Job / work / commercial

Job searching

Monitoring your children

Dating

0 10 20 30 40 50 60 70 80 90

82

65

43

33

28

21

18

18

11

8

8

3



Profile %


Which of the following activities have you done via social media?

Commented on friends' pages

Commented on friends' photos

Found friends you already know

Uploaded Photos

Viewed pages for brands and products

Shared news stories

Downloaded an application related to a company or brand

Joined discussions on pages for brands and products

Looked for new brands

Shared stories about a brand or product

0 10 20 30 40 50 60 70 80 90

82

78

69

63

41

36

24

23

21

20



Profile %


Have you ever used social media to..

Catch up with old friends

To see what a loved one is up to

Look at profiles for people you don't get along with

Look at profiles for people you find attractive

View pictures of people you have never met

Catch up with former partners

Research people for career purposes

0 10 20 30 40 50 60 70 80 90

84

48

44

32

32

25

18



Profile %


Have you visited or interacted with a brand page (eg Nike, The Sun, celebrities) on social media in the last month?

47.8%52.2%


Yes

No


And why do you visit / interact with these brands?

Competitions

Special offers

Information on the product

Information on events

Interest / hobbies

Love of the brand / product

Commerical / work purposes

Friends follow brand

0 10 20 30 40 50 60 70 80 90

78

48

46

40

40

30

12

10



Profile %

Respondents who interact with brands only

How much do you trust recommendations on social media from... (All Respondents)

Family

Friends

Colleagues

Charity

Brands

Celebrities

Strangers

0 10 20 30 40 50 60 70 80 90 100

29

22

7

5

4

2

0

48

54

50

31

25

13

4

21

23

40

56

59

63

50

1

1

2

6

9

17

24

1

1

1

2

3

5

22

Completely Trust=1 Trust=2 Neither nor=3 Distrust=4 Completely distrust=5

%


Av Rating

2.0

2.1

2.4

2.7

2.8

3.1

3.6

Base: 453


Have you ever bought something because of a recommendation on social media?


0 10 20 30 40 50 60 70 80 90 100

33 67

Yes No


Profile %


And whose recommendation led to your purchase?

Friend

Family

Brand

Colleagues

Celebrity

Stranger

Charity

0 10 20 30 40 50 60 70

63

44

38

17

8

6

4



Profile %

Respondents who have bought something due to a recommendation on social media only

Have you ever used social media to...

Complain about a business, product or service

Support a social cause (eg a charity)

Support a campaign (eg to save a local community centre)

0 10 20 30 40 50 60 70

39

66

63



Profile %


gmg radio medialab- social media engagement

Real Estate

social media survey

social media users

social media brands

social media locations

social media activities

social media habits

social media experience

social media engagement