Transcript Slide 1

The State of Social Media
Mary Madden, Senior Researcher
Pew Research Center’s Internet and American Life Project
National Bike Summit
Washington, DC
March 5, 2013
Part One: The Landscape of
Social Media
Who uses what?
How many adults use social media?
• 67% of online adults use a social networking site, representing more than
half of the entire adult population in the U.S.
• Young people are the heaviest users of social networking sites (SNS), and
Facebook is still the dominant platform. But other sites attract a wider
variety of demographic groups.
SNS Users
Which groups are most likely?
• Internet users under 50
• 18-29 most likely of any demographic
cohort (83%)
• Women
• Urban more likely than rural
Twitter Users
• 16% of internet users
are on Twitter
this has doubled since Nov. 2010
Which groups are most likely?
• Those under 50, especially 18-29
• African-Americans are more likely
than whites
• Urban-dwellers
Pinterest Users
• 15% of internet users
are on Pinterest
Which groups are most likely?
• Whites
• Under 50 – but 18-29 do not stand out
• Well-educated
• Higher Income
• Women - 5x more likely than men
Instagram Users
• 13% of internet users are
on Instagram
Which groups are most likely?
• Women
• Those under 50, especially 18-29
• African-Americans and Hispanics more
likely than whites
• Urban-dwellers
Tumblr Users
• Just 6% of internet users
are on Tumblr
Which groups are most likely?
• Those 18-29 (13%)
Facebook Users
• Facebook remains the
most-used SNS platform –
two-thirds of online adults
are Facebook users (67%)
Which groups are most likely?
• Women
• Those under 50, especially 18-29
Part Two: Facebook Fatigue
Taking a break or breaking the habit
Coming and Going on Facebook
• Facebook fasting: 61% of current Facebook users say that at one time or
another in the past they have voluntarily taken a break from using
Facebook for a period of several weeks or more.
• Facebook dropouts: 20% of the online adults who do not currently use
Facebook say they once used the site but no longer do so.
• Future Facebook users: 8% of online adults who do not currently use
Facebook are interested in becoming Facebook users in the future.
Reasons for Facebook Breaks
• 61% of Facebook users have voluntarily taken a multi-week break from the
site in the past. Here’s why:
How important is Facebook to you?
• 59% of Facebook users say the social networking site is about as important
to them as it was a year ago. 53% say the amount of time they spend on
Facebook is about the same as last year.
• 28% of Facebook users say the site has been less important to them than
it was a year ago. 34% of users say the amount of time they spend on
Facebook has decreased over the past year.
• 12% of Facebook users say the site has become more important to them
than it was a year ago. 13% of users say the amount of time they spend
on Facebook has increased over the past year.
•
Women are more likely than
men to report increased
importance and time spent on
Facebook.
•
42% of Facebook users ages
18-29 and 34% of those ages
30-49 say their time spent on
Facebook has decreased over
the past year.
•
Just 23% of Facebook users
over age 50 reported
decreased Facebook usage.
In the coming year:
3% of Facebook users say
they plan to spend more
time on the site.
27% say they plan to
spend less time on the
site.
69% plan to spend the
same amount of time on
the site.
Young people are the
most likely to say their
time spent on Facebook
will decrease.
Part Three: Orgs + Social Media
We’re all in this together…
The social media platforms that arts organizations use
Source: Pew Research Center’s
Internet & American Life Project
Arts Organizations Survey.
Conducted between May 30-July
20, 2012. N for respondents who
answered this question=1,202.
The number of platforms that arts orgs use
17 platforms
1
16 platforms
2
15 platforms
3
14 platforms
10
13 platforms
9
12 platforms
11 platforms
10 platforms
9 platforms
8 platforms
7 platforms
16
The majority of arts
organizations that use
social media maintain
profiles on at least
four different social
media sites.
31
36
48
70
95
6 platforms
132
5 platforms
141
4 platforms
153
3 platforms
148
2 platforms
1 platform
138
102
What arts organizations do with social media
Engage with audience members
either prior to, during, or following
an event
82%
Monitor what people are saying
about your organization
77%
Learn more about your audience,
patrons, or stakeholders
65%
Get feedback from the public or
"crowdsource" an idea
52%
0%
20%
40%
60%
80%
100%
Where we live: Pew Internet
• Twitter: https://twitter.com/pewinternet;
@pewinternet
• Facebook: https://www.facebook.com/pewinternet
• Tumblr: http://pewinternet.tumblr.com/
• Slideshare: http://www.slideshare.net/PewInternet
• Google+:
https://plus.google.com/115622082336717197010/
posts
• YouTube:
https://www.youtube.com/user/PewResearchCenter
Thank you!
Email: [email protected]
Twitter: mary_madden
Web: www.pewinternet.org
Sources
•
Pew Research Center’s Internet & American Life Project Post-Election Survey, November 14December 09, 2012. N=1,802 internet users. Interviews were conducted in English and
Spanish and on landlines and cell phones. Margin of error is +/- 2.6 percentage points for
results based on internet users.
–
•
Pew Research Center’s Internet & American Life Project Omnibus Survey, December 13-16,
2012. N=1,006 adults. Interviews conducted by landline and cell phone in English. The
margin of error is +/- 3.6 percentage points for the complete set of weighted data.
–
•
Corresponding report:
“The Demographics of Social Media Users – 2012” http://pewinternet.org/Reports/2013/Social-media-users.aspx
Corresponding report:
“Coming and Going on Facebook” http://pewinternet.org/Reports/2013/Coming-and-going-on-facebook.aspx
Pew Research Center’s Internet & American Life Project Omnibus Survey, December 13-16,
2012. N=1,006 adults. Interviews conducted by landline and cell phone in English. The
margin of error is +/- 3.6 percentage points for the complete set of weighted data.
–
Corresponding report:
“Arts Organizations and Digital Technologies” http://www.pewinternet.org/Reports/2013/Arts-and-technology.asp x