Social Media Research Silicon Valley Research Insights™ Quarterly Report

Social Media ResearchSilicon Valley Research Insights™ Quarterly Report

December 2010

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Silicon Valley Research Group Inc.

Creating Markets. Accelerating Profits.™www.siliconvalleyrg.com

Social Media Research Silicon Valley Research Group - Confidential – December 2010 2

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Project Vectors Silicon Valley Research Group in-house sponsored research to:• Explore usage of social media (facebook)• Gauge reaction to Facebook’s email service plans

312 respondents completed a short survey• US consumers• Randomly selected online sample

Statistical significance:• +/- 5.5% margin of error at the 95% confidence level

o On all respondents: n=312• +/- 6.9% margin of error at the 95 % confidence level

o On Facebook users only: n=198

Detailed Observations

1. Social Media/Facebook Usage2. Propensity to use Facebook Email

3. Sample Demographics

Facebook Usage

Current and Future


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Do You Use Facebook?

n=312

This sample was designed to receive feedback the reaction to Facebook’s Email System Concept from all US internet users

• Roughly 2/3 of all respondents were Facebook users

• More than a 1/3 of all respondents were not Facebook users

Yes64%

No37%


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What do you think of Facebook’s future?

n=312

Facebook is NOT seen as a “fad” that will fade from use shortly• The majority of users think “it will be

around for a long time”• Those that did not use Facebook

were less confident in “it would be around for a long time”o But even non Facebook users did

NOT think Facebook was a “fad”

57%

16%

26%

It will be around for a long timeIt is a "fad" and will fade from use shortlyI don't know

Use Facebook?

Yes No

It will be around for a long time 70.7% 34.2%

It is a "fad" and will fade from use shortly 13.1% 21.9%

I don't know 16.2% 43.9%

Total n 198 114


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In 2010, did you use Facebook more or less than in 2009?

Of those that use Facebook, the majority reported using Facebook more in 2010 than in 2009• Very few reported using the service

less than in 2009

Of those that use Facebook, the majority do not think they will change their usage in 2011• About a third think they will use

Facebook more in 2011• Very few think they will use

Facebook less in 2011

n=198

30% 59% 11%

In 2011 do you think you will use Facebook more or

less than in 2010?

More About the Same Less

61% 24% 15%

In 2010 did you use Face-book more or less than in

2009?More About the Same Less


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Why do you think you will use Facebook less in 2011?

n=35

Of those that thought they would use Facebook less in 2011, concerns that Facebook was “too public” were the top reason for less usage• The second most common reason

was “less desire to be on Facebook”

Overall, however, there were very few survey participants who anticipated using Facebook less in 2011• Only 35 survey respondents

Percent That Choose Reason

Too public 31.40%

Less desire to be on Facebook 25.70%

Currently spend too much time on Facebook 11.40%

Privacy concerns 11.40%

Other 11.40%

Looking for something different 8.60%

Facebook Email System Concept Test


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Facebook Email System Reveal Facebook recently announced that it releasing a new email

service:

The system, to be available to all of the website's users, combines text messaging, instant

messaging, emails, and regular messages, and will include privacy settings similar to those of other

Facebook services.


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Do you plan to use these services? Very few respondents felt that they

would use the new Facebook email service, only 13%• Almost half of users felt that they would

NOT use the email service• A very large group expressed that they did

not know if they would use the service

Almost no non-Facebook users are interested in using the new email systems from Facebook• Facebook users were more willing to

consider using the email system

Yes13%

No48%

Don't Know39%

n=312

Do you plan to use these services?

Use Facebook?

Yes No

Yes 19% 2%

No 33% 75%

Don't know 48% 24%

Total n 198 114


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Do you plan to use these service in place of your current primary email service?

Facebook’s new email system is NOT seen as replacing users current primary email services by a super majority of respondents• Less than 10% of users think that the new service will replace their current

primary email serviceo A quarter of those that said they will use the new system think they would still

keep their current primary email system as well as the new Facebook email system

Yes9%

No66%

Don't Know25%

n=312

Demographic cross tabs revealed users most likely to switch their primary email service to Facebook:• Younger users three times as likely

o 29% (n=60) of 18-29 year olds• Primary Gmail users twice as likely

o 19% (n=48) of Gmail users• Students twice as likely

o 18% (n=17) of students

Sample Demographics


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Sample Demographics

Male46%

Fe-male54%

Gender

25%

6%

51%

13%5%

Maritial Status

19% 17% 21% 21% 23%

Age Group18-29 30-39 40-49 50-59 60 and older

n=312

19%

16%

38%

8%20%

Primary EmailHotmail / Live Gmail Yahoo! AOL Other


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Sample Demographics

1% 3%

23%

32%

12%

23%

5%1% 1%

Education Level

Employed full time Employed part time

Selfemployed Student Retired Unemployed

34%

10% 8% 5%

20% 20%

Education Level

n=312

Social Media ResearchDecember, 2010

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Silicon Valley Research Group Inc.

Creating Markets. Accelerating Profits.™www.siliconvalleyrg.com

Social Media Research Silicon Valley Research Insights™ Quarterly Report

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