Download - Social Media consumer research
Copyright © 2012 Lightspeed Research. Proprietary and Confidential. All rights reserved.
Lightspeed Research
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GLOBAL PANEL Footprint
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Proprietary panels in 40 countries with over 4 million panelists. Czech
Republic
Turkey
Portugal
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• The survey was conducted on Lightspeed Research's UK online panel in November 2012. There were 1001 respondents to the survey, all of whom have a social media account, either for work or personal use.
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Methodology
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Personal vs business social
5
86 %
45 %
34 %
20 %
11 %
8 %
5 %
3 %
1 %
1 %
1 %
1 %
9 %
5 %
6 %
6 %
13 %
2 %
1 %
1 %
3 %
1 %
2 %
72 %
YouTube
Google +
Linkedln
Myspace
Tumblr
Other
Redit
Digg
Never registered on any social networking sites for work / personal use
Social networking sites registered onPersonal Work
Source: Lightspeed Research
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More than half of all respondents have actively engaged with brands
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57% actively engaged with a
brand in the last 3 months
50% male64% female
liked, friended, become a fan, followed, retweeted, commented on or otherwise shared branded content
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2 %
4 %
6 %
7 %
8 %
9 %
11 %
13 %
7 %
4 %
8 %
11 %
9 %
8 %
11 %
16 %
21 %
11 %
12 %
11 %
20 %
12 %
26 %
3 %
29 %
26 %
26 %
26 %
26 %
27 %
35 %
28 %
41 %
54 %
49 %
44 %
37 %
44 %
17 %
41 %
YouTube
MySpace
Google+
Tumblr
How many times in the last three months have you actively engaged with a brand on any of
the social networking sites
More than 20 times Between 10 and 20 times Five to ten times Less than f ive times Once
Source: Lightspeed ResearchBase: Respondents who have engaged with a brand in the last 3 months
Tumblr has the highest engagement levels (although smaller number of users), with 29% of users engaging with brands at least ten times in the past 3 months
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Why not engage with brands on social media?
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Don’t like the idea 49%
Nothing entertaining worth sharing 23%
Not seen any offers that would be useful
19%
10% did not realise you
could
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Consumers look for benefits
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Enter a competition 55%
Specific offer / promotion 51%
Interest in the brand 46%
Information on new products 37%
Recommended 17%
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56 %
51 %
51 %
44 %
20 %
16 %
16 %
3 %
54 %
52 %
45 %
32 %
18 %
13 %
11 %
3 %
53 %
48 %
35 %
32 %
9 %
10 %
4 %
6 %
To take part in a competition
Because I want to take advantage of a specif ic of fer/promotion
Because I f ind the brand interesting
Because I want to be informed any time a new product/item comes out
Because a f riend has recommended it
There'd been a lot of buzz around that particular piece of content and I wanted to see
what people were talking about
Because it's relevant to my job
I don't 'like' or Follow brands on Social networks
Reasons for liking or following a brand18 – 34 35 – 54 55 – 64
Source: Lightspeed ResearchBase: Respondents who have engaged with a brand in the last 3 months
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A friend for life?
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50% never delete brands
13% delete them straight after offer / content is over
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Too much of a good thing?
44% a brand posting too much39% content became boring28% not finding them interesting
compared to
41% at end of the promotion
Why ‘unlike’ or ‘unfollow’
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25% did not feel enough exclusive information or offers
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Favourite brands to engage with
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60% most likely to engage with food and drink brands
53% most likely to engage with entertainment brands
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54 %
53 %
16 %
50 %
30 %
17 %
33 %
33 %
20 %
18 %
26 %
18 %
10 %
13 %
15 %
10 %
3 %
65 %
52 %
53 %
24 %
37 %
43 %
25 %
17 %
26 %
24 %
6 %
10 %
14 %
9 %
5 %
6 %
3 %
Food and drink
Entertainment
Cosmetics & Toiletries
Technology
Household goods
Fashion
Travel
Gaming
Charities
Arts and culture
Motor
Government/social/political
Other retail
Medical
Financial services
Property
None
Types of brands most likely to engage withMale Female
Source: Lightspeed ResearchBase: Respondents who have engaged with a brand in the last 3 months
The younger the respondent, the more likely they are to engage with cosmetics, fashion and gaming brands
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The power of friends
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Almost half have engaged with a brand because a friend shared content (47%)
Of people who engaged with a brand in the last 3 months
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28 % 28 %
16 %14 %
10 %
5 %
27 %
20 %
7 %
22 %18 %
7 %
29 %33 %
22 %
9 %4 % 3 %
Specif ic voucher,
discount or of fer
Competition Other Video Game Survey
Nature of the most recent piece of shared branded content from a friend
Total Male Female
Source: Lightspeed ResearchBase: Engaged with a brand because a friend shared branded content
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Sharing of branded content is most likely to result in following the brand on Facebook
58% of males and 71% of females became a friend of the brand on Facebook
14% visited the brands website or store
Of people who engaged with a brand because a friend shared branded content
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Striking up a conversation
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Only 16% have taken part in an online conversation with a brand through social media or joined a brand related online community
But 50% would consider it
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Encouraging comment works…
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51% - the brand invited users to post their own comments or content as part of their campaign
32% - wanted to let the brand know I enjoyed their product or service
8% - wanted to register a complaint
What was the conversation purpose
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But offers could be more effective
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53% - more offers specifically for fans
What would prompt you to engage with more brands
30% - more entertaining content
3% - if more of my friends did
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Facebook shopping
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10%
10%
9%
9%
7%
7%
6%
4%
3%
3%
1%
1%
1%
57%
17%
A wide range of items for sale
If I could buy brands I know and trust
More variety of stores / people to buy f rom
Making it easier to search for and f ind items that are for sale
Easier/faster payment process
If I wanted it and it was only available on Facebook
If it was easier to buy on Facebook than on a regular e-commerce site
If it was an exclusive for "fans" / those who have "liked" the brand page
If it was recommended to me by a f riend on Facebook
If one of my friends has bought something f rom Facebook
If more of my f riends were willing to do a group shopping session
If one of the celebrities I follow recommended shopping on Facebook
Other
Nothing - I'm not interested in buying f rom Facebook
I do not have facebook
What would encourage you to purchase / purchase more actual on Facebook?
Source: Lightspeed Research
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31% would check in to a venue or store if they could get special offers
27% don’t know what checking in is
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Safety a concern
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64% feel Facebook is less safe than a regular online store
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Summary• More than half of all respondents have actively engaged
with brands• Competitions and benefits best to encourage
engagements• Boring or repetitive content will put people off• Need to educate on benefits and security• Encouraging friends to promote content could be effective
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