Category Archives: Social Media Statistics

Social media research and statistics about the demographics of social media users, adoption rates, ROI metrics, and more.

Media Fragmentation: 3 Strategies For How Business Marketers Can Keep Up

This is a guest post written by Lisa Smith, Director of Media and Markets Research/Mindwave Research.

Maybe you remember when media research was just about capturing TV viewership and print readership? Even when we first began analyzing web site traffic we had a manageable set of properties to measure.

But today, the pervasiveness of social media, the continued digitization of content, and the fragmentation of media platforms have given consumers and business decision makers a bewilderingly broad array of offline and online sources—creating significant challenges for marketers when it comes to measuring audiences and effectively targeting prospects throughout a decision-making process.

Welcome to the Era of Media Sprawl

  • Social media, blogs, and discussion boards mean that users generate as much online content as brands do.
  • Online searches deliver instant sources on virtually any topic you can imagine.
  • TV and print digitization makes news and entertainment available anywhere, anytime.

Your customers are now getting their information from an ever-growing number of sources. For example, research shows that B2B decision makers today use an average of 10 different sources when making purchase decisions about complex, enterprise-wide technology solutions.

More Access to Information = More Collaborative Decision Makers

This media fragmentation has also affected business buying behavior. Easier access to more information brings new decision-making functions into focus and adds layers to the buying process.

Our experience with research tracking media consumption and buying behaviors in the B2B tech markets shows significant shifts in who is involved:

20 years ago:

B2B tech buying largely done in IT departments with CIOs and IT managers unilaterally driving purchase decisions.
Past 20 years: Internet becomes prevalent means for tech brands to connect and engage directly with customers, from end users to IT decision makers.
Today:  B2B buying decision model is highly collaborative where corporate and management are active participants in needs determination and evaluation.

Shifting the B2B Media Research Model

The challenge for marketers: how to track real business prospects through all the various online and offline touch points. Looking to create an effective integrated media plan, with optimized exposure to the right audience at the right time? Here are three strategies that will get you there:

1. Find true B2B decision makers who are actively involved in the buying journey.

The ubiquitous access to information turns many employees into instant business influencers. They may make requests based on seeing a Facebook post, or alert others about interesting content by re-sharing information via a tweet, but they don’t necessarily direct specific buying decisions. Influencers can provide needed input at certain stages of a purchase cycle, but they are a difficult and inefficient target when nearly everyone is an influencer. The solution? Make sure you have identified your true decision-making customers who are actively involved in the purchase decision. And we emphasize “active” because there is a difference in content engagement with decision makers who are waiting for the next purchase cycle versus those who are currently in it.

2. Create product-specific content based on how decision makers consume information.

Unless you’re dealing with a very homogeneous B2B product or service portfolio, research shows that the type of solution you are selling absolutely matters in establishing your content strategy. Our tech-industry clients develop, manufacture, and sell hardware, software, and services that range from end-user devices and applications to enterprise network solutions and management tools. And who their customers are, as well as their content usage for purchase decisions, varies widely depending on the product or service in question.

Here’s one example from the Tap research comparing decision makers involved in buying mobile products to those involved in the buying process for unified communications devices. As you can see, the former are far more likely to turn to search engines or mobile apps for information, while the latter are looking at entirely different types and sources of content.

Media fragmentation in IT buying

 3. Drive specific content known to have greater weight at certain decision points.

We know that the B2B purchase process is a non-linear buying journey – much more than a progression of steps from “determining the need” to “approving the purchase”. As we think about the process as a journey, we see that simply analyzing content consumption in aggregate for a purchase decision is not enough to help marketers and media planners think about an integrated media strategy. That approach misses subtleties such as when a particular source is no longer useful, but the decision is still active. Advertisers need more flexibility in tailoring optimal content to deliver messages that drive critical decision points. As brands create more of their own content for demand gen efforts, recognizing how and when the content is used in the decision journey enables a better balance of the overall marketing and media strategy.

So What’s Next?

Will content and access methods continue to fragment further, creating additional challenges for media research? Or will we hit an over-exposure point that forces a consolidation of information, making it difficult to separate and measure one type of content versus another?

Either way, it’s critical for our measurement strategies and tracking studies to evolve in order to stay connected to business customers throughout these changing dynamics.

About the Author

Lisa Smith brings a fully integrated global market perspective to her understanding of these challenges through 20 years of experience working with B2B Media research. Her views come from 13 years in IT publishing at United Business Media/TechWeb/CMP Media, 6 years on the agency side at T3, working in strategy and planning roles, and 2 years on the research vendor side managing the Tap tech industry media study. More information regarding her work/experience and data to support this post can be found at www.tapstudy.com.

Social Networking Stats: Twitter’s User Growth Exceeds Expectations, #RLTM Scoreboard

The #RLTM Scoreboard: Social Networking Stats for the Week

Facebook: 1.32 billion monthly active users via Facebook
YouTube over 1 billion monthly unique users via YouTube
Twitter: 271 million monthly active users via Twitter
Qzone: 599 million monthly active users via TechCrunch
Sina Weibo: over 500 million users via The Next Web
Renren: over 170 million users via iResearch iUser Tracker
VK: over 230 million registered accounts via VK
LinkedIn: 300 million members via LinkedIn
Google Plus: 343 million monthly active users via GlobalWebIndex
Tumblr: 197 million blogs via Tumblr
Instagram: 200 million monthly active users via Instagram
Vine: 40 million registered users via Vine
Tagged: 11 million unique monthly users via Tagged
Foursquare: 50 million users via Foursquare
Pinterest: 70 million users via The Next Web
Reddit: 114 million monthly unique visitors via Reddit
WhatsApp: 500 million users via WhatsApp
Messenger: 200 million users via re/code
SnapChat:  ???? via TechCrunch

Please email marissa@modernmedia.co if you have additional updates, or a social network that you feel should be on the list.  

Twitter’s Q2 User Growth Exceeds Expectations, Tops 271 Million

Twitter Q2 results exceed expectationsTwitter recently announced its second quarter results for 2014, with both revenue and user growth surpassing analyst expectations. After two quarters in a row showing decelerating user growth, this quarter’s results offered great news for Twitter.

The number of Twitter’s monthly active users topped 271 million (higher than the 267 million expected by analysts), for a year-over-year growth of 24%. Mobile monthly active users rose 29% to reach 211 million.

Timeline views were also on the rise, with 173 billion views, up from 157 billion in Q1.

Twitter’s sales more than doubled, reaching $312.2 million (earlier projections expected this number to be only around $282.8 million.)

What helped boost revenue and increase user growth? According to Twitter, new tools (including several centered around the World Cup) and new user profiles helped to engage users, as well as added capabilities for advertisers both in the U.S. and internationally.

Mobile advertising was responsible for a significant chunk of advertising revenue (81%), and international revenue more than doubled.

Twitter CEO Dick Costolo said Twitter’s reach is even larger than the number of monthly active users: “The size of our audience on our owned and operated properties is two to three times that of just our monthly active user base, which we believe ranks us among the top 10 largest digitally connected audiences in the world.” (Bloomberg)

75% of Apps Are Used At Least Seven Times Per Month

As users spend more internet hours on mobile apps than online on PCs and laptops, is has become essential for brands to reach their costumers using mobile. So how can brands measure the success of their app? The number of downloads is a useful metric, but it’s just a starting point: of those who download the app, how many are retained, and how often are they opening the app? According to new data released by mobile marketing firm Swrve, the average retention rate (the average number of times an app is used), shows just over a quarter of users return to an app within 48 hours of first opening it.

While 24% of users who install an app will use it only once, 26% of users will use the app again within 24-48 hours of the first session. After seven days however, the retention rate drops to as low as 13%.

The study also found that the average app user starts 13.69 sessions per month – a very encouraging statistic for brands. In some cases, session counts were over 100 per month (most likely gaming apps).

A solid 75% of apps are used at least 7 times a month, and the average session length is about 5 minutes 7 seconds — a pretty decent chunk of time. Around 34% of sessions last less than a minute, and just 13% of sessions last longer than 10 minutes.

So how should brands engage users during those app sessions? According to the study, in-app messages generate a click-through rate of 37% (an impressive number), while push-notifications gather around 0.6%. Though that number is lower than brands might hope for, push-notifications still produce a higher click-through rate than standard mobile banner ads (Forbes).

Apps are used most often in the hours between 8 pm and 10 pm, with over 15% of all sessions taking place within that time period. It is also interesting to note that supposed “working hours” still contribute to a large amount of total sessions.

Swrve's hourly breakdown of app sessions.

Swrve’s hourly breakdown of app sessions.

According to Swrve CEO, Christopher S. Dean: “This data confirms that building relationships on mobile is hard. Retention is a challenge, as is the need to make an impression within a short space of time.”

Meaning: your brand’s app needs to captivate users within the first few minutes, or they may never open it again.

Swrve’s data was collected during May 2014 using “over fifty applications, with tens of millions of users and billions of mobile events.”

Customer Satisfaction: Social Media Websites Rank Among The Worst

How satisfied are consumers with social media sites? Today, the American Customer Satisfaction Index (ACSI) released its yearly E-Business Report, which takes an in-depth look at user satisfaction with social media, as well as portals and search engines, and news and opinion websites. Overall, e-business websites have seen a 2.9% increase in customer satisfaction since 2013, reaching 73.4 on ACSI’s 100-point scale.

Social Media

The bad news: social media websites rank among the worst-performing companies researched by the ACSI.

However, there’s also good news: they have improved since 2013. Climbing 4.4% to 71, social media outlets are now the fourth lowest-scoring category in the ACSI; consumers are even less satisfied by airlines, subscription TV, and internet service providers.ACSI 1

Facebook and LinkedIn generated higher satisfaction this year, but according to their own users, these platforms are still worst in the industry. However, both platforms generated an 8% increase in user satisfaction, reaching an ACSI score of 67 – LinkedIn’s highest score to date. Twitter reached a record high as well, up 6% reaching a score of 69.

Pinterest has emerged as the new favorite social network for consumers, increasing 6% to an ACSI score of 76. Improved features and search capabilities have launched the site to the top of the social media category for the very first time.

After leading the category for four consecutive years, Wikipedia is the only major site to experience a decrease in user satisfaction, falling 5% for a score of 74 (and now ranking below Pinterest). Though struggling to maintain active contributors, Wikipedia remains as the world’s sixth most-visited website, and continues to overpower most of the industry.

YouTube has increased 3% to 73, matching the average of  the “all other” social media category, which includes Instagram, Reddit, and Tumblr. Google+ has remained the same at 71.

Privacy concerns and an abundance of advertisements are responsible for low user satisfaction in social media, according to ACSI.

Search Engines and Portals

Customer satisfaction with search engines and portals increased 5.3%, reaching a score of 80 – largely because of the world’s most popular search engine, Google, which generated an 8% increase and an ACSI score of 83.

ACIS2User satisfaction for other search engines and portals fall far below Google, however. Large competitors have seen their numbers fall – Bing has fallen 4% to 73, tying MSN (who fell 1%), while Yahoo! dropped 7% to 71 – its lowest score, and third consecutive year of decline. AOL remains in last place declining 1% to 70.

With Google as the leader, search engines have proven to give customers a better overall experience than any other e-business category. Because search engine freshness of content is much better than newspaper websites and social media networks, ads are more tolerated on search engines, according to ACIS.

 

News and Opinion Websites

User satisfaction with news and opinion websites has increased 1.4% to 74 – led by sources outside of mainstream media. Larger media organizations have registered declines in reader satisfaction, while the total score of smaller internet news sources (including BBC and NPR) has jumped 7% to 77.

For the first time in five years, FOXNews.com readers are not the most satisfied, as the site has fallen 7%, for a score of 76.

USATODAY.com has generated a 4% gain, reaching 76 – tying FOXNEWS.com for the very first time. ABCNEWS.com has fallen to 74, followed by NYTimes.com (73). CNN.com has fallen by 4%, tying TheHuffingtonpost.com at the bottom with 70.

Are you surprised by consumers’ lack of satisfaction with social media websites?

The ACSI E-Business Report (2014) is based off interviews with 6,259 customers of these three categories, chosen and contacted randomly between May 6 and May 29, 2014.

Social Networking Stats: Global Spending on Facebook Ads Increases 50%, #RLTM Scoreboard

The #RLTM Scoreboard: Social Networking Stats for the Week

Facebook: 1.23 billion monthly active users via Facebook
YouTube over 1 billion monthly unique users via YouTube
Twitter: 255 million monthly active users via VentureBeat
Qzone: 599 million monthly active users via TechCrunch
Sina Weibo: over 500 million users via The Next Web
Renren: over 170 million users via iResearch iUser Tracker
VK: over 230 million registered accounts via VK
LinkedIn: 300 million members via LinkedIn
Google Plus: 343 million monthly active users via GlobalWebIndex
Tumblr: 195 million blogs via Tumblr
Instagram: 200 million monthly active users via Instagram
Vine: 40 million registered users via Vine
Tagged: 11 million unique monthly users via Tagged
Foursquare: 50 million users via Foursquare
Pinterest: 70 million users via The Next Web
Reddit: 114 million monthly unique visitors via Reddit
WhatsApp: 500 million users via WhatsApp
Messenger: 200 million users via re/code
SnapChat:  ???? via TechCrunch

Please email marissa@modernmedia.co if you have additional updates, or a social network that you feel should be on the list.  

Global Ad Spending on Facebook Increases Over 50%

Facebook advertising is flourishing according to new data from Kenshoo; quarterly spend on Facebook advertising increased 51% year-over-year in the second quarter of 2014. Spending on search engine advertising also saw an increase of 25% year-over-year, with click-through rates at “an all-time high.”

The price for social ads on Facebook has risen 54% over the last year; the price of cost-per click search ads rose 8% in that time.

The results are presented via an infographic from Kenshoo, based on 400 billion impressions, 4.5 billion clicks and €1.85 billion in advertiser spend through the Kenshoo platform.

Kenshoo infographic

Facebook ad spending increases over 50% [Kenshoo]

“The large growth for Facebook spend demonstrates that advertisers are now increasingly confident about allocating ad budgets to social advertising. Meanwhile search marketing continues to deliver steady returns,” said Justin Thorne, regional marketing director for EMEA at Kenshoo.

Most-Tweeted Sports Event In History: Germany vs. Brazil

Though the 2014 World Cup action has begun to die down, now with only two teams remaining, the social media frenzy surrounding the tournament has not.

During Tuesday’s semi-final match, where Germany dominated host nation Brazil with a 7-1 victory, tweets reached a peak volume of 530,166 tweets per minute – making it the most talked about sporting event in Twitter history. The match itself generated 35.6 millions tweets total.

The Germany vs. Brazil match easily broke the previous record (from Super Bowl 2014) of 24.9 million tweets, with a maximum volume of 381,605 tweets per minute. Germany vs. Brazil also beat out the next-most tweeted World Cup game, the Brazil vs. Chile match, which earned 16.4 million tweets (TechCrunch).

Germany’s fifth goal, scored by Sami Khedria in the 29th minute, was the most talked about moment of the game: it provoked 580,166 tweets per minute (yet another new record). Toni Kroos’ pair of goals were not far behind with 497,425 and 508,601 tweets per minute.

GER v. BRA

Germany’s Miroslav Klose was the match’s most mentioned player, after becoming the all-time record goal scorer in World Cup history, with 16.

Though much of the game’s tweets were directed at the action, many saw the embarrassing loss for Brazil as an opportunity to poke fun at the country.

Social media chatter extends far beyond the matches: on Saturday night, Rio’s famous statue of Christ the Redeemer will be lit up in the colors of each of the finalist’s flags (Germany and Argentina) from 7-9 PM. To encourage even more participation, Twitter has created a campaign in which users can vote using #ArmsWideOpen followed by #GER or #ARG. Whichever team receives the most amount of tweets will see their colors will be lit the longest; the results will change in realtime as more fans vote.

For the past month, the World Cup has created quite a buzz around social media, sparking over 300 million tweets and over a billion Facebook interactions. By the end of Sunday’s championship match between Germany and Argentina, signifying the conclusion of the tournament, the 2014 World Cup is expected to be the biggest social media event ever.

Social Networking Stats: Faster Growth Predicted for Twitter, #RLTM Scoreboard

The #RLTM Scoreboard: Social Networking Stats for the Week

Facebook: 1.23 billion monthly active users via Facebook
YouTube over 1 billion monthly unique users via YouTube
Twitter: 255 million monthly active users via VentureBeat
Qzone: 599 million monthly active users via TechCrunch
Sina Weibo: over 500 million users via The Next Web
Renren: over 170 million users via iResearch iUser Tracker
VK: over 230 million registered accounts via VK
LinkedIn: 300 million members via LinkedIn
Google Plus: 343 million monthly active users via GlobalWebIndex
Tumblr: 193 million blogs via Tumblr
Instagram: 200 million monthly active users via Instagram
Vine: 40 million registered users via Vine
Tagged: 11 million unique monthly users via Tagged
Foursquare: 50 million users via Foursquare
Pinterest: 70 million users via The Next Web
Reddit: 113 million monthly unique visitors via Reddit
WhatsApp: 500 million users via WhatsApp
Messenger: 200 million users via re/code
SnapChat:  ???? via TechCrunch

Please email marissa@modernmedia.co if you have additional updates, or a social network that you feel should be on the list.  

Faster Growth Predicted For Twitter

World Cup tweets may help fuel faster growth for TwitterA new report from Evercore predicts a “strong possibility” that Twitter’s growth will speed up in the second quarter of this year, helped by millions of tweets from the 2014 World Cup.

Back in April, Twitter had reported 25% growth in the first quarter of 2014, a drop from the 30% growth rate of the previous period.

“Easing user growth comparisons, combined with strong engagement driven by the World Cup in June, lead us to expect domestic user growth re-acceleration,” said Ken Sena, an analyst at Evercore (Bloomberg). This prediction has also fueled an uptick in stock prices, although Twitter stock is still down 35% so far this year.

How much will the buzz around the World Cup help fuel Twitter’s growth?

Social Networking Stats: Twitter Sees Over 300 Million Tweets Around #WorldCup, #RLTM Scoreboard

The #RLTM Scoreboard: Social Networking Stats for the Week

Facebook: 1.23 billion monthly active users via Facebook
YouTube over 1 billion monthly unique users via YouTube
Twitter: 255 million monthly active users via VentureBeat
Qzone: 599 million monthly active users via TechCrunch
Sina Weibo: over 500 million users via The Next Web
Renren: over 170 million users via iResearch iUser Tracker
VK: over 230 million registered accounts via VK
LinkedIn: 300 million members via LinkedIn
Google Plus: 343 million monthly active users via GlobalWebIndex
Tumblr: 192 million blogs via Tumblr
Instagram: 200 million users via Instagram
Vine: 40 million registered users via Vine
Tagged: 20 million unique monthly users via Tagged
Foursquare: 45 million users via TechCrunch
Pinterest: 70 million users via The Next Web
Reddit: 113 million monthly unique visitors via Reddit
WhatsApp: 500 million users via WhatsApp
Messenger: 200 million users via re/code
SnapChat:  ???? via TechCrunch

Please email marissa@modernmedia.co if you have additional updates, or a social network that you feel should be on the list.  

Twitter Sees Over 300 Million Tweets About #WorldCup (And Counting)

Twitter recently announced that in the first 15 days of the World Cup tournament, there have been over 300 million tweets related to #WorldCup. To help put this in perspective, Twitter recorded 160 million tweets (over 16 days) about the 2012 Summer Olympics in London. In other words, the World Cup has already seen nearly double the amount of tweets from the 2012 Olympics.

#WorldCup Tweet Volume - Twitter data

Here are more fun Twitter facts around the #WorldCup:

  • the opening match between Brazil and Croatia drove the most Twitter conversation, with 12.2 million tweets
  • the most-tweeted moment was Brazil’s Marcelo scoring on team’s own goal
  • the most-mentioned players are Argentina’s Lionel Messi and Brazil’s Neymar Jr.
  • #USA and #BRA are the most used hashflags so far

Hashflags during World Cup 2014 [Twitter data]

Have you been tweeting about the #WorldCup?

77% Of Company Mentions On Social Media Are Neutral

Contrary to popular belief, most company mentions on social networks are linked not to a positive or negative message, but a neutral one.

Analyzing more than 1 billion global company mentions, realtime monitoring app mention found that 77% of company mentions were in fact neutral (eMarketer). Nearly one in five (18%) of mentions were positive, and a mere 6% were negative.

The large amount of neutral posts indicates that users are relying heavily on social media for customer service; most of the neutral company mentions were from people looking for help and asking questions.

mention

Weekly percentages of online company mentions worldwide, by day of the week, according to research from mention.

Here are the percentages of weekly online company mentions worldwide, by day of the week:

  • Sunday: 11%
  • Monday: 14%
  • Tuesday: 15.7%
  • Wednesday: 15.5%
  • Thursday:15.8%
  • Friday: 15.1%
  • Saturday: 12%

Based on this data, Tuesday, Wednesday and Thursday see the highest amount of social chatter around brands.

Language is another important factor for marketers to keep in mind: though 64% of posts with company mentions were written in English, a substantial amount of influencers interacted in French (16% of mentions) and Spanish (11% of mentions).

What kind of messages are social network users posting about your brand?

  • Twitter Icon
  • Facebook Icon
  • Goolge Plus
  • Email Signup
  • Rss Icon