Sensis Social Media Report
Sensis Social Media Report
Sensis Social Media Report
Table of contents
FOREWORD ExEcutivE SummaRy mEthODOlOgy SEctiOn 1: thE gEnERal public anD SOcial mEDia Internet access Social networking site usage Social networking site usage by age and gender Social networking site usage by location Reasons for not using social media Reasons for not using social media verbatim comments Social networking sites used Social networking sites used by location Frequency of using social networking sites Time spent of social networking sites Number of friends, contacts or followers Number of friends, contacts or followers by location Number of Twitter accounts followed Devices used to access social media Where are social networking sites used? Reasons for using social networking sites Types of products or services researched on social networking sites Last search occasion Brands or businesses followed on Twitter Social networking groups associated with businesses or brands What do customers want from businesses or brands followed? Advertising on social networking sites Group buying sites usage Frequency of use and time spent on group buying sites Provision of online ratings Use of online reviews or blogs Posting of online reviews or blogs Use and posting of online reviews or blogs by location SEctiOn 2: auStRalian buSinESSES anD SOcial mEDia Use of social media - summary Use of social media by business category (small/medium) Use of social media by location (small/medium) Business investment in social media Percentage of marketing budget allocated to social media Uses of social media Who is responsible for a business social media presence? How is traffic driven to a business social media presence? Expectations for the next 12 months abOut SEnSiS abOut aimia
Table of content
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Foreword
In only a few short years, the rise of social media has created a fundamental shift in consumer behaviour. Today, 62% of Australian internet users use a variety of social media platforms, with many visiting every day and most at least a few times a week. Clearly, social networking meets a core human need for contact, community and comment. For the consumer, social media is the total package communications, applications, community, entertainment, shopping and advertising all rolled in to one. And for many, its easy to use. Yet most small to medium sized businesses, and half of Australias large businesses surveyed dont have a social media presence. Australian businesses need to be alive to the opportunities and challenges of engaging with consumers and customers in this very different environment. Businesses should also be monitoring, responding and looking at proactive strategies to manage the way their business is presented and reviewed online. AIMIA is delighted to partner with Sensis in the development and distribution of the Sensis Social Media Report. As well as providing further insight into the rapid changes in consumer behaviour being wrought by social media platforms, this report gives Australian businesses, small, medium and large, a range of compelling reasons for joining the social media revolution. John butterworth CEO AIMIA
Executive Summary
Get on board the revolution
Throughout the decades The Beatles, T-Rex, Transvision Vamp, Arrested Development and various others have sung about revolution. Gen Y delivered one: social media. As the ultimate form of expression, social media is now an undeniable force in modern-day communication. And it has businesses everywhere scratching their heads wondering how best to use it to engage with consumers. Sensis, in conjunction with the Australian Interactive Media Industry Association, surveyed 803 Australian consumers and 1,944 Australian businesses to get the real story on how social media channels are being used. For the purposes of this report, the term social media refers to: Social networking websites, specifically Facebook, LinkedIn, Twitter and MySpace Online blogs and online rating and review mechanisms Group buying websites including Cudo, Scoopon, Spreets, Jump On It, Living Social, Zoupon, eBay, Catch of the Day, Zazz, Daily Deals, Stardeals and Deals Direct. The surveys discovered that while 62% of online Australians use social media, only 14% of small businesses, 25% of medium-sized businesses and 50% of large businesses have a social media presence. The findings detailed in this report aim to help Australian businesses to make more informed decisions about how to use these channels to engage with consumers.
Sensis Social Media Report There is a clear opportunity to build consumer relationships and sales via social media. The most important factor is how that connection is made. Social media users are most interested in what businesses can give them in the form of discounts (57%), giveaways (45%), invitations to events (41%) and product information (41%). Blogs and reviews have a notable influence on buying decisions, with 63% of social media users reading reviews before making a purchase decision. On average, people read six reviews before making a decision. However, only 24% of online users post blogs or reviews, so reaching that 24% of influencers is key for marketers. The majority of social media users (64%) dont follow any brands or businesses on Twitter, suggesting that marketers need to carefully plan their Twitter strategy so it connects with their audience. Some interesting social media usage patterns emerge across the different states. South Australian and Western Australian social media users use it an average of 11 times a week compared to 14.8 times for Tasmanians, who have the highest levels of usage. South Australian social media users have the lowest average number of social networking friends with 143 compared to 241 for Victoria and 235 for NSW. Tasmanians are by far the most likely to follow a social networking group associated with a brand or business, with 39% of Tasmanian social media users saying they do so. The next most likely is New South Wales (22%) and Victoria (23%). Tasmanians are also the most likely to post a review or blog (37%), followed by the Northern Territory (28%). The likelihood of respondents reading a review or blog was much more consistent, ranging between 61% and 69% across all states and territories. Group buying is an increasingly compelling option for marketers, with 12% of social media users now accessing group buying sites. Surprisingly, 40-49 year olds are most likely to use them. Usage is relatively low in South Australia, Tasmania and the Territories. Cudo is the most commonly accessed group buying site followed by Scoopon, Spreets and Jump on It.
Sensis Social Media Report The tactics used by businesses to drive traffic to their site are not clearly identified. 49% of large businesses responded other when asked how they drive traffic to their social media presence. Across the board, the most common way businesses drive people to their social media presence is through their website. The research indicates businesses are focused on establishing, maintaining and updating their social media presence rather than driving people to it. Social media plays a critical role in marketing and reputation management, one that is being underestimated by many brands and businesses. While social media usage and applications will continue to evolve over the coming months and years, three things are certain: Its only going to get bigger. No business can afford to ignore it. And, you wont fool the children of the revolution.
Methodology
This report contains the results of research conducted by Sweeney Research between January and March 2011.
Consumer Survey
The research consisted of a telephone survey among 803 randomly selected respondents across Australia. Quotas were applied to provide for adequate representations in each age group and both genders. Quotas were also applied on location to ensure coverage across metropolitan and regional areas in each State and Territory. The interview took approximately 10 minutes to administer and fieldwork was conducted in late February/early March 2011. The data was weighted by age and gender within location so that the results are reflective of the actual Australian population. Sample sizes by age and gender are shown below. Sample size - consumer
Total 14 to 19 years of age 20 to 29 years of age 30 to 39 years of age 40 to 49 years of age 50 to 64 years of age 65 plus years of age total 100 140 134 135 160 134 803 Male 47 73 67 68 80 67 402 Female 53 67 67 67 80 67 401
Business Survey
The findings for small businesses (1 to 19 employees) and medium-sized business (20 to 199 employees) come from additional questions included in the February 2011 Sensis Business Index. These findings are based on interviews with some 1,800 SME proprietors from across Australia. Quotas are applied on business size, business type and location to ensure that the sample is reflective of the actual population across Australia. Interviews were conducted in the period 18 January to 11 February 2011. The findings for large business (200+ employees) are based on a separate survey conducted among 151 marketing decision-makers in large businesses. Quotas were again applied to ensure an adequate representation across the various regions of Australia. Interviewing for this survey was conducted in early March 2011. Total sample sizes by business size are shown opposite.
Section 1
Internet Access
All but 6% use the Internet and qualified for the survey. Internet usage remains at the 90%+ level across all age groups until we reach 65+ where it drops to just 80%.
Base: Q.
All contacts (862) How often, if at all, do you access the Internet either on a computer or on your mobile phone or other devices such as an iPad or iPod Touch?
Queensland has lower than average Internet usage at 88%. Tasmania recorded 100% internet usage.
Base: Q.
All contacts (862) How often, if at all, do you access the Internet either on a computer or on your mobile phone or other devices such as an iPad or iPod Touch?
Base: Q.
All Internet users (803) How often, if at all, do you use social networking sites such as Facebook, Twitter, MySpace or LinkedIn?
Female 14-19 (401) 36% 11% 8% 5% 7% 34% 14.1 (100) 70% 15% 7% 1% 0% 7% 24.9
All Internet users How often, if at all, do you use social networking sites such as Facebook, Twitter, MySpace or LinkedIn?
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TAS (67)
NT (67)
ACT (65)
NON-METRO
(803) (134) (134) (134) (101) (101) 30% 10% 8% 5% 9% 38% 12.4
17% 14%
All Internet users How often, if at all, do you use social networking sites such as Facebook, Twitter, MySpace or LinkedIn?
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I am totally uninterested
(Female over 64 years)
I dont need it. I dont want to be sitting at the computer all day I want to be outside exercising
(Female over 64 years)
I dont see the need for them. I dont know how I could benefit from using them.
(Male 40 to 49 years)
Because it is rubbish
(Male 20 to 29 years)
They freak me out a bit. I hear too many stories. And I like my privacy
(Female 40 to 49 years)
Waste of bloody time. You can just get sucked in and spend all day on it and achieve nothing
(Male over 64 years)
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NSW (93)
98% 14% 10% 5%
VIC (77)
97% 8% 5% 5%
QLD (90)
95% 5% 11% 3%
SA (64)
93% 6% 4% 4%
WA (48)
98% 6% 2% 0%
TAS (32)
98% 3% 11% 0%
NT (43)
99% 1% 6% 0%
ACT (43)
98% 15% 12% 2%
Metro (366)
98% 12% 7% 2%
Non-Metro
(490)
97% 9% 8% 4%
(134)
95% 2% 10% 9%
Users of social media (490) Which of these social networking sites do you use?
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Site
Facebook LinkedIn Twitter
who use
Under 1
5% 17% 9% 33%
1 to 2
20% 31% 15% 46%
3 to 5
20% 21% 13% 6%
6 to 10
24% 14% 28% 14%
11 to 19
12% 3% 8% 0%
20+
18% 14% 28% 1%
97% 9% 8% 4%
Myspace
Base: Q.
Users of social media (490) In a typical week, how many times would you use Facebook/LinkedIn/Twitter/MySpace?
The charts below look at average usage frequency for Facebook in more detail. Usage frequency peaks at more than 40 times a week for the 14-19 year olds and is higher than average in Victoria and lower in the Northern Territory.
Base: Q.
Users of Facebook (473) In a typical week, how many times would you use Facebook/LinkedIn/Twitter/MySpace?
14
Site
Facebook LinkedIn Twitter
who use
97% 9% 8% 4%
Myspace
Base: Q.
Users of social media (490) And roughly how long would you spend each time you use Facebook/LinkedIn/Twitter/MySpace?
average = 217
Base: Q.
Users of social media (490) How many different friends, contacts or followers do you have on all your social networking sites?
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Users of social media (490) How many different friends, contacts or followers do you have on all your social networking sites?
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Desktop computer Laptop computer Smart Phone iPod Touch or similar iPad or other tablet Other Base: Q. 5% 4% 1% 34%
60% 50%
Users of social media (490) What devices do you use to access social network sites?
All social media users (490) Base: Users of social media sites at home (474) Where do you use social networking sites either on your computer or mobile device? Where would you normally use these sites at home? In which rooms of the house?
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Users of social media (490) For what reasons do you use social networking sites? Remember, we are talking about sites such as Facebook or Twitter and not the Internet in general. For which of these reasons do you use these types of sites?
In this chart, we compare reasons for use across the genders and age groups. Females tend to nominate almost all of these usage reasons more frequently than males with the most significant difference being sharing photos or videos, which is nominated by 65% of females and only 45% of males. On average, females nominate 3.6 different reasons for using social networking sites compared with just 2.8 for males. The younger age groups also use them for a larger variety of reasons. For example, we note that the 14-19 year olds are more than twice as likely than average to find out about entertainment. 14-19 year olds also have a much stronger than average tendency to use sites to co-ordinate activities, play games, and meet new friends. Average number of usage reasons
Total Male Female 14-19 20-29 30-39 40-49 50-64 65+ 2.2 2.8 2.7 3.0 3.8 2.8 3.6 4.3 3.3
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Sensis Social Media Report Reasons for using social networking sites
Total Male Female 14-19 20-29 30-39 40-49 50-64 (266) 96% (92) 99% (130) 92% (94) 95% (78) 91% (58) 92% 65+ (38) 80% (490) (224) To catch up with friends and family 93% 89%
56%
45%
65%
54%
66%
45%
52%
64%
54%
To co-ordinate parties or other shared activities To find out about entertainment events such as bands, shows or movies To play games
32%
27%
36%
53%
58%
28%
6%
11%
5%
26%
23%
29%
56%
37%
16%
15%
10%
5%
24%
20%
27%
37%
30%
26%
18%
11%
6%
To meet new friends To follow or find out about particular brands or businesses in general To find people with the same interests that you have To research holiday destinations or travel offers To research other products or services you might want to buy To follow particular brands or business to access special offers and promotions To follow celebrities To provide reviews or write blogs about products or services you have bought To engage with a Government representative or department
18%
15%
20%
31%
21%
16%
10%
9%
18%
15%
13%
17%
20%
15%
17%
14%
14%
1%
14%
13%
14%
20%
9%
14%
18%
11%
14%
12%
10%
13%
13%
11%
5%
16%
15%
17%
12%
8%
15%
17%
9%
9%
12%
17%
9%
11%
7%
13%
13%
11%
9%
12%
12%
2%
6%
4%
6%
12%
6%
6%
2%
0%
3%
6%
8%
5%
4%
7%
9%
7%
4%
3%
5%
2%
7%
4%
3%
6%
9%
2%
3%
Base: Q.
Users of social media (490) For what reasons do you use social networking sites? Remember, we are talking about sites such as Facebook or Twitter and not the Internet in general. For which of these reasons do you use these types of sites?
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Use social networking sites to research products or services (60) You mentioned that you use social networking sites to research products or services you might want to buy? What types of products or services would you mainly look for?
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No purchase 64%
Purchase 36%
Ever research travel/entertainment/products/services on social networking sites (490) Thinking about the last time you used social networking sites to research something you might want to buy, what type of product or service were you looking for? Did you do that research on a computer or a mobile device? Did that research lead to a purchase? Was that purchase made online?
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Use Twitter (38) Do you follow any particular brand or businesses in Twitter? What type of brands or businesses do you like to follow?
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Users of social media (490) Which of these things would you like to get from businesses or brands you might follow on social media?
65% 50%
Disagree
24%
Neutral
Base: Q.
Users of social networking sites (490) How do you feel about businesses or brands advertising on social networking sites. Do you agree or disagree (or have no opinion either way) with the following statements?
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Sites used
43%
Use group buying sites (49) In a typical week, how many times would you use a group buying site? And, roughly, how long would you spend each time you use a group buying site?
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Base:
Q. Q.
Now some questions on online ratings where you go on to a companys website to rate a particular product, service or entertainment by giving it a score out of 10 or a star rating of some kind. Do you ever provide these types of online ratings? For what types of products or services have you provided online ratings? And, in the last year, how many times do you think you would have provided an online rating?
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All internet users (803) Base: Read online reviews or blogs (510) Do you ever read online reviews or blogs to find out what other people think about products or services you might be interested in? Approximately how many reviews would you expect to read before you make a decision?
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Base:
Q Q. Q.
Have you ever posted an online review or blog, where you provide your thoughts or opinions on products, services, entertainment and so forth? For what types of products or services have you provided online reviews or blogs? And, in the last year, how many times do you think you would have posted an online review or blog?
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All Internet users (803) Do you ever read online reviews or blogs to find out what other people think about products or services you might be interested in? Have you ever posted an online review or blog, where you provide your thoughts or opinions on products, services, entertainment and so forth?
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Section 2
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25% 14%
MySpace
Total sample (1481) / (312) / (151) Base: Have social media presence Does your business have a social media presence? This might include having a Facebook page, being active on Twitter, MySpace or LinkedIn, having a blog, hosting forums or having a social media based rating system? What does your social media presence include?
Total sample (1793) Does your business have a social media presence? This might include having a Facebook page, being active on Twitter, MySpace or LinkedIn, having a blog, hosting forums or having a social media based rating system?
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Total sample (1793) Does your business have a social media presence? This might include having a Facebook page, being active on Twitter, MySpace or LinkedIn, having a blog, hosting forums or having a social media based rating system?
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Medium
Nothing Up to $500 $501 to $1,000 $1,001 to $5,000 $5,001 to $10,000 $10,001 to $50,000 2% 9% 21% 14% 12% 19%
Large
Nothing Up to $5,000 $5,001 to $20,000 $20,001 to $50,000 $50,001 to $100,000 Over $100,000 Dont know 23% Average Mean = $78,750 14% 9% 11% 5% 5% 8% 47%
Have a social media presence (232) / (58) / (76) Approximately, what is your current investment in social media? What do you spend a year?
Medium
Nothing 1 to 2 percent 3 to 5 percent 6 to 10 percent 11 to 20 percent Over 20 percent 3% 3% 13% 27% 26% 27%
Large
Nothing 1 to 2 percent 3 to 5 percent 6 to 10 percent 11 to 20 percent 0% Over 20 percent 7% 18% 18% 25% 32%
Have a social media presence (Excludes Dont know) ) (173) / (43) / (56) Approximately what percentage of your marketing budget is allocated to social media?
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Use social media for two-way communication with clients and contacts
79% 64% 51%
Have a social media presence (232) / (58) / (76) Do you use your social media channels to engage in two-way communication with your customers and contacts? Do you offer incentives to consumers via your social media presence? What sort of incentives do you offer? Do you invite online comments, ratings or reviews on your business or products?
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Small
Owner/manager Marketing dept. External firm IT dept. Comms dept. Base: Q. 10% 4% 2% 2% 82%
Medium
Marketing dept. Owner/manager External firm IT dept. 6% 6% 52% 36% Marketing dept. Owner/manager External firm
Large
74% 17% 1%
Comms dept. 0%
Have a social media presence (232) / (58) / (76) Which department has overall responsibility for your social media presence?
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Medium (58)
56% 43% 1%
Large (76)
66% 30% 1%
27% 62% 5%
6% +22%
1% +55%
2% +65%
Base: Q.
Have social media presence Thinking about your total planned investment in social media for the next 12 months, are you planning to spend more/spend the same/spend less/dont know?
Do they believe that social media investment will contribute to an increase in sales?
Small (232) Yes No Average expected increase
Base: Q.
97% 9% 8%
Medium (58)
98% 14% 10%
Large (76)
97% 8% 5%
Have social media presence Do you believe that your social media investment will contribute to an increase in sales in the next 12 months?
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About Sensis
Sensis helps Australians find, buy and sell. Our integrated network of local search and digital marketing solutions delivers real, measurable business leads to Australian businesses. Sensis multichannel network includes Yellow Pages, White Pages, the 1234 and 12456 Call Connect voice services, Whereis digital mapping solutions, the Sensis Digital Media advertising business, and requestfor-quote service, Quotify. This increasingly diverse network spans print, online, voice, mobile, iPhone, iPad, Android, Telstras T-Hub and satellite navigation, and information can also be shared from online to mobile and social networking sites. Sensis helps ensure our advertisers are found by more customers than ever by managing their presence across a growing number of advertising platforms including search engines such as Google, Bing and Yahoo! Sensis Pty Ltd 222 Lonsdale Street, Melbourne VIC 3000 Tel: + 61 3 8653 5000 | Twitter: @Sensis_au | www.about.sensis.com.au
About AIMIA
The Australian Interactive Media Industry Association (AIMIA) is the peak body for the digital industry in Australia. It was founded in 1992. AIMIAs membership represents the full spectrum of the digital industry. Our members range from Australias top digital media powerhouses, including the ABC, Sensis, Yahoo!, Google, Bigpond, Foxtel, Disney, ninemsn and Fairfax Digital, to the countrys best know digital advertising, mobile content and applications, online banking, e-commerce, web development and social media companies. AIMIA exists to: Deliver services and initiatives that help AIMIA members grow their business and support the growth of the digital industry at large Develop and grow the markets for AIMIA members services and products Identify and develop export opportunities for AIMIA members Represent AIMIA members and the digital industry nationally and internationally with government, education, media and the broader business community. AIMIA L2, 295-301 Pitt Street, Sydney NSW 2000 Tel: + 61 2 9248 7900 | Twitter:@amianational | www.aimia.com.au
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