social media stats of the month - december

Stats of the monthDecember 2011

Print newspaper readers are becoming an extinct speciesLast year the equivalent of Glasgow stopped buying a national daily paper

Year on year daily newspaper sales are down 600k - this is part of a long term trend which saw the UK

print newspaper market shrink by 21% and the US by 30% between 2007-2009 (OECD)

Trust in online media is rising at the expense of traditional media trustSocial media trust - 36% vs 33%Print newspaper trust - 34% vs 46%(OFCOM - NB, pre hacking scandals)

Not only do more consumers now get their news online - they pay more attention to online news(% of an article read - online news / tabloid / broadsheet)

77% 57% 62%

Media stacking means less TV ad eye balls + more running commentary on what’s being seen

20% of media time is simultaneous - 16-24 year olds in particular fit 9.5 hours of media time into 6.5

hours of actual time

Attention spans - Computer use / gaming is high,

live radio and TV is low

When it comes to deciding what to buy - online users trust each other (For product info, 63% prefer consumer ratings, 50% a company website, 15% a company’s Facebook page)

They may not trust your Facebook page, but they do trust the super-fans and advocates on it

Super-fans and advocates are:◦ 70% more likely to be seen as a reliable source of

information Increase conversions by 166% through content amplification and referrals

◦ Reduce the cost of overall product support by 60%◦ Are 50% more likely to create content that

influences a purchase◦ Are 83% more likely to share information

Socially engaged customers spend more

“Customers who engage with companies over social media spend 20 percent to 40 percent more money with those companies than other customers.”

Women - especially mothers - are increasingly social media power users

In the ‘EU5’ women aged 45-54 spend twice as long on social media as their male counterparts, and show the

second highest usage patterns overall

“Social moms” are more likely to post a status update,

comment or follow a brand

When customers walk around in-store chances are they are looking at their phones, not the P.O.S

The standard for replying to customers online is now as low as ten minutes

2010 - US Red Cross says the expected

response to an ‘emergency’ on social

media is an hour

2011 - Hurricane Irene, JetBlue

manages responses in an average of 11

minutes, Delta in 14

Any questions, get in touch!

Dirk, Bridey or Cathello@therabbitagency.com

@therabbitagency0208 123 9541