Social Habit 2014

ABOUT THE SOCIAL HABIT 2014

The Social Habit 2014 is derived from The Inﬁnite Dial, a large-scale research survey of consumer behavior by Edison Research and Triton Digital.

The Inﬁnite Dial 2014 is the 22nd in this long-running research series, and the ninth in which Edison has tracked social media usage and behaviors. METHODOLOGY

A total of 2,023 persons were interviewed to explore Americans’ use of digital platforms and new media.

From January 13 to February 12, 2014, telephone interviews were conducted with respondents age 12 and older who were selected via Random Digit Dial (RDD) sampling.

The study includes a total of 808 cell phone interviews. Facebook, Twitter Lead in Awareness

% Age 12+ Aware of…

Facebook 93 Twitter 92 MySpace 77 Instagram 71 Google+ 56 Snapchat 53 Pinterest 50 LinkedIn 46 Tumblr 41 Vine 36

% Age 12+ Using Each Social Networking Site/Service

58 Have personal profile on Facebook 58 17 Have personal profile on LinkedIn 19 Have personal account on 12 Instagram 19 Have personal profile on 12 Google+ 17 Ever use Twitter 15 16 Ever use Snapchat 3 13 Have Pinboard on Pinterest 10 13 Have personal profile on MySpace 14 10 2013 Ever use Vine N/A 9 2014 Have personal account on Tumblr 4 6

% Age 12+ Using Each Social Networking Site/Service

54 Have personal profile on Facebook 63 22 Have personal profile on LinkedIn 17 16 Have personal account on Instagram 23 20 Have personal profile on Google+ 15 15 Ever use Twitter 17 13 Ever use Snapchat 15 4 Have Pinboard on Pinterest 22 9 Have personal profile on MySpace 11 Male 9 Ever use Vine 9 Female 5 Have personal account on Tumblr 8

% By Age Group Using Each Social Networking Site/Service

(Page 1 of 3)

Age 12-17 Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65+

100

79 80 80 72 61 62 60 51 48 46 35 40 31 33 27 26 25 23 24 26 18 20 15 15 12 9 7 6 3 4 1 2 0 Facebook LinkedIn Instagram Google+

% By Age Group Using Each Social Networking Site/Service

(Page 2 of 3)

Age 12-17 Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65+

100

58 60 42 37 40 36

21 19 19 13 15 14 20 13 9 9 11 7 4 3 3 1 0 3 0 Twitter Snapchat Pinterest

% By Age Group Using Each Social Networking Site/Service

(Page 3 of 3)

Age 12-17 Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65+

100

60 40 40 21 22 23 17 19 20 20 10 8 4 4 4 3 2 2 2 0 3 1 1 0 0 MySpace Vine Tumblr

% Age 12+ Who Ever Had Own Profile on…

MySpace 14

Facebook 10

LinkedIn 2

Google+ 2

Several times a day Nearly every day At least once a week At least once per month Less than once per month Never Don't Know

All Respondents 29 17 14 4 4 30 2

Age 12-17 47 23 15 5 2 8

Age 18-24 47 21 13 4 4 10 1

Age 25-34 38 22 12 3 3 21 1

Age 35-44 29 18 13 5 5 27 3

Age 45-54 23 12 17 5 4 37 2

Age 55-64 15 17 16 4 6 38 4

Age 65+ 9 9 12 4 3 59 4

“How long have you been a Facebook user?”

2 yrs. to < 3 yrs. 1 yr. to < 2 yrs. 18% 10% 6 mos. to < 1 yr. 4% < 6 mos. 3% Don't Know 1%

3 yrs. to < 5 yrs. 31%

5 yrs. or more 33%

“In the last 24 hours, approximately how many times did you check your Facebook account?”

Persons 12+ Persons 12-17

Mean: 5.6 Mean: 8.2 None None Once Once 24% 24% 22% 20%

11 or more times Twice 11 or more 9% 11% Twice times 13% 18% 3 to 4 times 5 to 10 3 to 4 times 5 to 10 16% times 14% times 16% 13%

Average Number of Facebook Friends by Age Group

649

521

350 360 277 221

129 103

P12+ 12-17 18-24 25-34 35-44 45-54 55-64 65+

% Age 12+ With a Facebook Profile Accessing Service on a…

Desktop or laptop computer 79

Cell phone 68

Tablet 38

% Age 12+ With a Facebook Profile Accessing Service Most…

On a tablet 9% Don't Know 3%

On a cell phone 48%

On a desktop or laptop computer 40%

“Would you say Facebook has been getting better or getting worse lately?”

Persons 12+ Persons 12-17

Better Better 26% 33%

About the About the same* same* 30% 38% Worse 36% Worse 37%

*volunteered response Base: Have a Facebook Profile; Expressing an Opinion © 2014 Edison Research and Triton Digital Facebook Users Perceive Much More Branded Content Today Than Last Year “How much company, brand or product-related content do you see in your Facebook news feed now compared to one year ago?”

A little more 19%

About the same amount 18%

A little less 5% A lot more now 43% A lot less now 3% Don't Know 12%

% of Twitter Users Age 12+ Who Use the Service…

Several times per day 26% Nearly every day 17% Don't Know 2% Less often than once per month 11%

At least once a week At least once 30% per month 14%

“Do you ever post status updates to Twitter?”

Yes 63%

No 37%

“How often do you hear about ‘tweets’ through traditional media outlets other than Twitter?”

Regularly, but not daily 17% Sometimes 12%

Rarely Almost every day 6% 47% Never 7%

Have not heard of Twitter 8% Don't Know 3%

“Do you follow any companies or brands on any social networking sites such as Facebook or Twitter?”

Yes 36%

No 64%

“Which one social networking site or service do you use most to connect with brands or products?”

Facebook 76

Twitter 10

Instagram 4

LinkedIn 1

Pinterest 1

% Who Own a Smartphone

Persons 12+ Frequent Social Networkers

“How often is your cell phone with you or nearby?”

Persons 12+ Frequent Social Networkers

Always 68% Always 53% Most of the time 30%

Most of the time Almost Almost Sometimes 24% Rarely never Rarely Sometimes never 12% 3% 2% 1% 2% 5%

Current Users of: Democrat Republican Independent Something else Refused Facebook 28 19 22 16 15 LinkedIn 28 22 28 14 8 Instagram 34 16 20 15 15 Google+ 32 16 25 15 12 Twitter 35 18 24 12 11 Snapchat 27 19 23 17 14 Pinterest 26 24 24 14 12 MySpace 30 15 18 23 14 Vine 27 22 24 17 10 Tumblr 29 10 21 24 16

While Facebook and Twitter remain very popular, their growth has slowed year-over-year.

A total of 58% of Americans 12+ have a proﬁle on Facebook, which is unchanged since 2013, while Twitter is up one percentage point from 15% to 16% of Americans 12+ from 2013 to 2014. KEY FINDINGS

Facebook has slowed and has younger demographics, primarily because there is little room for growth.

Approximately 80% of all 12-24s have a proﬁle on the social network. KEY FINDINGS

Many of the services that showed the most growth from 2013 to 2014 are visual social networks, speciﬁcally mobile visual networks.

Instagram is now tied as the second-most popular social network (with LinkedIn) while Pinterest, Tumblr and Vine also all showed signiﬁcant growth. KEY FINDINGS

Nearly three in ten Americans 12+ indicated that they not only use social networking sites and services, but that they use them "several times per day."

The mobile phone is certainly an enabler of this behavior. While 61% of Americans 12+ own a smartphone, that number increases to 83% with frequent social media users (those who use these services "several times per day”). KEY FINDINGS

In addition, 48% of Facebook users say they access the service most often via mobile devices, compared to 40% who say they most often access the service via a desktop or laptop computer. KEY FINDINGS

Facebook users are addicted: the average Facebook user indicated that they checked their Facebook account 5.6 times in the last 24 hours.

Teens are even more accustomed to checking Facebook, with this demo accessing the service an average of 8.2 times over the last 24 hours. KEY FINDINGS

More Facebook users believe the service is getting worse (36%) than better (26%).

One of the possible drivers may be a perceived increase in branded content: 43% of Facebook users say they see "a lot more" content from companies and brands today than they did one year ago. KEY FINDINGS

43% of Twitter users access the service at least "nearly every day," with 26% indicating "several times per day."

More than a third of Twitter users are doing so as consumers only: 37% say they never post status updates to Twitter. KEY FINDINGS

Twitter certainly punches above its weight in terms of disseminating information: while the percentage of Americans 12+ who use Twitter is 16%, over 80% of Americans say they have heard about a "tweet" (status update) from Twitter through some other media outlet (e.g., radio, TV, print, or another website).

Nearly half of Americans (47%) say they hear about "tweets" nearly every day. KEY FINDINGS

Over one third of social media users (36%) say they consciously follow brands or companies on social media.

Of those consumers, 76% say that Facebook is their preferred channel for connecting to brands.