Social Media Impact On Consumer Electronics: American Market Segmentation Survey by PSB

7/28/2019 Social Media Impact On Consumer Electronics: American Market Segmentation Survey by PSB

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NEW YORK WASHINGTON DENVER SEATTLE LOS ANGELES SAN FRANCISCO AUSTIN LONDON HONG KONG BEIJING DUBAI

A MORE SOCIAL FUTURE:

HOW THE GROWTH OF SOCIAL

MEDIA WILL IMPACT CONSUMER

ELECTRONICS

JANUARY 2010

PENN, SCHOEN & BERLAND ASSOCIATES, LLC.


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A MORE SOCIAL FUTUREWHO USES SOCIAL MEDIA AND WHO DOESNT

Social media is becoming ubiquitous, though usage is still driven by younger users

Those who have not yet created a profile say they dont feel the need to broadcast their lives

WHAT SOCIAL MEDIA IS USED FOR NOW AND WHAT IT WILL BE IN

THE FUTURE

Social media today is about making friends and about staying in touch with family

Its also about purchasing: 31% of social media users have made purchases based on socialmedia recommendations received from friends or family

WHERE PEOPLE WANT TO ACCESS SOCIAL MEDIA AND WHERE

THEYD RATHER NOT

Users prefer to access their networks through their computers, mostly at home

Consumers as a whole remain skeptical about engaging with social media networks on

devices beyond a computer.

THE BOTTOM LINE

6 in 10 believe social media will become more integrated into our lives, meaning big

changes are on the way.

1

Penn Schoen Berland conducted 1012 Internet interviews among the US general population aged 18

and over from December 18-19, 2009. Overall the margin of error is +/-3.1%, or larger for subgroups.

1

2

3

4


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WHO USES SOCIAL MEDIAAND WHO DOESNT


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WHO USES SOCIAL MEDIA NETWORKS

3

Have you ever created an account for a social media network

(Examples include Facebook, MySpace, LinkedIn, Twitter)?

57

78

92

74

43

22

8

26

50+

35-49

18-34

All

Yes No

Nearly three in four respondents report having created an account with a social

media network, including 92% of 18-34 year olds.


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WHO USES SOCIAL MEDIA NETWORKS?

4

Social media users describe themselves as less private people than do non-users;

they also like being in groups and enjoy interacting online more.

SMN User SMN Non-User

Are you usually

Very social 47 42

Rather quiet and reserved 53 58

Are you generally

A private person 59 65

An open person 41 35

Are you generally

Very shy person 41 42

Very outgoing person 59 58

Do you prefer

Interacting in person 67 84Interacting online 33 16

Do you prefer

Being alone 61 74

Being in a large group of people 39 26

In a large group, do you more often

Introduce others 43 40

Get introduced 57 60


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WHY PEOPLE DONT USE SOCIAL MEDIA

5

Why have you not created an account? Open End response, Asked among n on-SMN users

4

5

9

11

12

14

14

14

22

24

27

33

60

Other

Security concerns/Not safe

I dont feel people my age are welcome

None of my friends/family use it

It's too trendy

It does not seem reliable

I dont think the content is compelling

I dont understand how to use social media networks

I dont understand the point of social media networks

I dont have enough time to devote to it

I dont believe it is a genuine way of relating to others

It's a waste of time

I dont feel the need to broadcast my life

60% of those who have not dipped their toes into the water say its because they

dont feel the need to broadcast their lives.


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WHAT SOCIAL MEDIA IS USED FOR NOW AND WHAT IT WILL BE IN THE FUTURE


6


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SOCIAL NETWORKS PRIMARY USES

7

What do you primarily use social media networks for? Asked among SMN users

Respondents say they primarily turn to online networks to communicate with

friends and family members. Women are more interested than men in using social media to communicate with others and keep up with

events in their lives, while men are more interested in keeping up with news events, finding interesting

articles and doing research.

6861

50

2015 14

66

54

46

26

18 17

71 68

54

15 13 11

0

10

20

30

40

50

60

70

80

Communicate withfriends Communicate withfamily members Keep up withevents in myfriends' lives

Keep up with newsevents To find interestingarticles and itemson the Internetfiltered throughpeople I trust

To do research

All Male Female


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SOCIAL MEDIA: A FAMILY AFFAIR

8

Which of the following people are you connected with on social media networks? Mult iple respon ses

permi t ted, asked among SMN users

Surprisingly, many more users report being connected to family members on

social media networks as compared to friends.

8

8

12

16

23

25

32

45

51

59

79

Job recruiters

Bosses

Teachers/professors

Romantic interests

Colleagues from current job

Partner/spouse

Colleagues from a previous job

Friends met online

Classmates

Friends met offline

Family


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SOCIAL MEDIAS IMPACT ON FRIENDSHIPS

9

Social media networks have established themselves as venues for the formation of friendships,

and users generally believe that they will continue to serve this purpose in the future.

In contrast, only 7% of users report having lost friends as a result of participation in social

media

Asked among SMN users

Yes61

No37

Have you made new friends through social media networks?

Yes56

DK16

No29

Do you plan on making new friends in the future through socialmedia networks?

Yes7

No91

Have you lost friends because of social media networks?

Yes21

DK14

No65

Do you think you could potentially lose friends in the future

because of social media networks?


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SOCIAL MEDIAS IMPACT ON JOB HUNTING

10

While only 6% of users have already found a job through social media networks, 47% believe it

is possible in the future.

16% of social media users believe these networks could lead to a job loss at some point in

the future.


Yes6

No94

Have you ever found a job through social media networks?

Yes47

DK21

No33

Do you think you could potentially find a job in the future

through social media networks?

Yes16

DK9

No75

Do you think you could potentially lose your job in the future

because of social media networks?


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SOCIAL MEDIAS IMPACT ON DATING

11

Only 14% of social media users have gone out on a date with someone theyve met on one of

their networks but 29% say that its possible in the future.


Yes

14

No

86

Have you ever gone out on a date with someone you met on a

social networking website?

Yes29

DK12

No59

Do you think you could potentially go out on a date with

someone you met on a social networking website?


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SOCIAL MEDIAS IMPACT ON PURCHASE DECISIONS

12

Have you ever made any purchases based on recommendations you have received

through friends or family on a social media network? Asked among SMN users

31% of social media users have made purchases based on recommendations

theyve received from friends or family through social media. Including 43% of 18-34 year olds.

31

65

43

51

34

61

12

87

0

10

20

30

40

50

60

70

80

90

100

Yes No

All 18-34 35-49 50+


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SOCIAL MEDIAS IMPACT ON PURCHASE DECISIONS

13

In general, do you think recommendations received from a social media network are

better, worse or the same than more traditional means of recommendations?

68% of all respondents believe that recommendations received from a social media

network are the same or better than recommendations from traditional methods.

33% of 18-34 year olds think that such recommendations are better than

traditional ones.

18

50

13

33

47

9

17

55

13

6

47

15

0

10

20

30

40

50

60

Better The same Worse

All 18-34 35-49 50+


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WHERE PEOPLE WANT TOACCESS SOCIAL MEDIA

AND WHERE THEYD

RATHER NOT


14


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96

1814 11

7 6 5 5

95

26 2721

1611 10 9

96

19

8 6 3 5 1 3

96

5 5 3 1 2 2 10

1020304050607080

90100

Home Work At a friend'shouse

Library Internet Caf In a car At a restaurant On publictransportation

All 18-34 35-49 50+

SOCIAL MEDIA IS MOSTLY ACCESSED FROM HOME


15

In what locations do you primarily access social media networks? Asked among SMN users

Users overwhelmingly prefer to access the services at home.

Younger users report higher incidences of use in other venues than do membersof other age cohorts.


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PREFERRED SOCIAL MEDIA DEVICES:

NOW AND IN THE FUTURE

16

Do you use these to access social

media networks? Asked Among

SMN users who own each spec i f i c

produc t ; Show ing Access

Social media users currently prefer to access their networks through computers.

Though networks have made concerted efforts to create applications that allow access through

Smartphones, 36% of users who own these devices do not use them to access social media.

Just 1 in 3 think its likely that theyd use a social media capability if it existed on their television.

88

85

69

64

57

26

22

19

19

Desktop Computer

Laptop Computer

Netbook Computer

Smartphone

MID (Mobile Internet Device)

Mobile Phone

Blu-Ray Player

Video Game Console

Portable Game System

69

64

46

45

44

33

31

29

28

Desktop Computer

Laptop Computer

Netbook Computer

Smartphone

Mobile Phone

Television

MID

MP3 Player

Video Game Console

If the following device had the capability to

access social media networks in the future,

how likely would you be to use that

capability on this device? Showing L ike ly


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55

18

18

16

6

4

5

I would rather access social media networksfrom a computer

Waste of time

I am not comfortable being connected to socialmedia networks at all times

Not happy with the user interface of socialmedia network applications for Smartphones

Unreliable network

Cost / Additional fees to use

Others

SMARTPHONE OWNERS PREFER ACCESSING

SOCIAL MEDIA THROUGH COMPUTERS

17Asked among tho se who ow n a Smar tphone, are SMN users but do not access SMN on thei r Smartphone

83% of social media users who own Smartphones say that given the choice, they

would prefer to access their networks through a computer.

Notably for social media companies, 16% say its because they are unhappy with the mobile user

interfaces.

Smartphone Computer 16 83

If you could choose to access social media networks through a

Smartphone or Computer, which would you prefer?

Asked among SMN users and Smartphone owners

Why do you not access social media networks on your Smartphone?


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SOCIAL MEDIA INTEGRATION

INTO OPERATING SYSTEMS

18

Consumers are also skeptical about social media integration into their operating

systems, though nearly 1 in 5 of social media network users have integrated oneor more of their social media accounts into their customizable web page such as

iGoogle or My Yahoo.

Yes27

DK14

No60

Would you be interested in having a social media network

integrated into your operating system?

38 58

Do you use a customizable web page from a major web

company? (Examples include iGoogle or My Yahoo)?

17 81

Have you integrated any of your social media network

accounts into your customizable web page (Examples include

iGoogle or My Yahoo)? Asked among SMN users


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SOCIAL MEDIA IN A VIDEO GAME?

19

Yes24

No76

Do you play videogames on a console online over the Internet?

Yes

28

No

70

Was the online experience a key part of your decision to purchase a

videogame console? Amon g those who own a v ideo game console

24% of consumers play videogames on a console over the Internet.

28% of video game console owners say that the online experience was a key part of their

purchase decision.

28% of gamers who use consoles to play online have linked their gamer identity to a social

media network.

Yes28

No68

Do you link your gamer identity to any social media networks? Among SMN

users and those who play v ideo game conso les onl ine over the Internet


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MYSPACE IS THE PLACE FOR MUSIC

20

35% of SMN users have listened to music through one of the networks a rate

driven by MySpace, besting Facebook as well as more music-focused competitorssuch as Last.fm and new arrival Lala, whose clips are now being served in Google

searches.

71

51

167 4 5

MySpace Facebook Last.fm Lala YouTube Others

Which social networking media website do you listen to music on? Mul t ip le responses permi t ted; Amo ng SMN

users who have integrated music webs i tes into thei r soc ia l media networks

Do you listen to music through a social media network? Amon g SMN users

Yes35

No63

Have you integrated any music websites into your social media networks? Amon g SMN users

Yes17

No81


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MUSIC INDUSTRY WONT

FIND ANSWERS IN SOCIAL MEDIA

21

One third of social media users say that they are interested in listening to theirmusic through their networks.

But the ailing music industry will not find a lifeline in social media, as 55% of users say that

such integration will cause their purchase interest to decline.

Would you be interested in being able to listen to your music

through a social media network?

Yes33

DK11

No57

30

30

15

25

45

55

More Interested

Less Interested

Somewhat Much

Would you be more or less interested in purchasing music if you

could link it to social media networks? Asked amon g SMN users


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A QUICK CAVEAT:

SOCIAL MEDIA USERS VALUE PRIVACY

22Please read the statements below about social media networks in general. Please indicate how much

you agree or disagree with them. Asked amon g SMN users , showing tota l agree

Although the majority say they use services to interact with others, privacy is still important to

social media network users. 92% report there are certain things that they do not share on social media networks.

Only 34% say that they spend the majority of their time on such networks posting items about their own life.

27

34

37

52

59

62

63

63

65

73

92

I am willing to voice anything about my personal life on socialmedia networks

I spend most of my time on social media networks postingthings about my own life

If I had the availabi lity I would always be on social medianetworks

I use social media networks to learn about different products

I use social media networks to voice my opinions

I enjoy sharing reviews on social media networks

I prefer social media networks to communicate one on one

I prefer social media networks that are specific to certaininterests

I prefer to use social media to communicate with a largenetwork of people

I like to read about other people's lives

There are certain things that I do not share on social medianetworks


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BOTTOM LINE:

SOCIAL MEDIAS IMPORTANCE WILL GROW

23Which of the following is closer to your view?

Social media networks are not a fad respondents believe these sites will play an importantrole in the future.

6 in 10 believe that social media networks will become more integrated into our lives

3 in 4 of those 18-34 feel this way.

29

68

44

61

74

53

63

58

43

17

32

20

17

24

23

24

SMN Non-User

SMN User

50+

35-49

18-34

Female

Male

All

In the future, social media networks will become more integrated into our lives

In the future, we will have become tired of the intrusion of social media networks into our lives


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SUMMARY

Social medias continued growth will profoundly affectthe personal and work lives of American consumers.

24

1

2

3

4

Social media recommendations will exert an increasing

influence over Americans purchase decisions.

Computers will remain the dominant device for

accessing social media, and home the dominant venue.

Mobile use will become increasingly popular as

Smartphone ownership rises and applications improve.

5Even as social media becomes a first-order form of

interaction, privacy will remain paramount.


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NEW YORK WASHINGTON DENVER SEATTLE LOS ANGELES SAN FRANCISCO AUSTIN LONDON HONG KONG BEIJING DUBAI

THANK YOU!

BETH LESTER

VICE PRESIDENT

[email protected]

202.375.1836
mailto:[email protected]:[email protected]

Social Media Impact On Consumer Electronics: American Market Segmentation Survey by PSB

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Transcript of Social Media Impact On Consumer Electronics: American Market Segmentation Survey by PSB