Consumer Adoption of Social Media & the Evolution of the Social … · 2019-05-14 · Social...
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Transcript of Consumer Adoption of Social Media & the Evolution of the Social … · 2019-05-14 · Social...
Consumer Adoption of Social Media & the Evolution of the Social Network
David CardVP, Principal Analyst
Forrester Research
April 17, 2009
Agenda
•How are consumers adopting social media?
•What’s going on in social media marketing?
•Can social networks be a real business?
3 Entire contents © 2009 Forrester Research, Inc. All rights reserved.
Agenda
•How are consumers adopting social media?
•What’s going on in social media marketing?
•Can social networks be a real business?
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Ratings, UG-video approaching mass media status
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Social networking becoming ubiquitous
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Creators less widespread
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Net: More audience than authors, but ratio explodes traditional media norm
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Watching videos, doing
ratings drives decline in
“Inactives”
Agenda
•How are consumers adopting social media?
•What’s going on in social media marketing?
•Can social networks be a real business?
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US marketers increase social budgets even in downturn
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Social media leads interactive budget increases
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But budgets for social media marketing remain minuscule
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Last year, social media marketing was deemed valuable but unproven1
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Agenda
•How are consumers adopting social media?
•What’s going on in social media marketing?
•Can social networks be a real business?
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Social network business models
“Air”
Portal
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“Air”
Walled Garden
Portal model faces threats from Google, social nets
37%
17%
22%
31%
53%
17%
17%
18%
23%
36%
51%
eBay
YouTube
Amazon
Microsoft, MSN, or Hotmail
Yahoo!
Online Users
18-24
“Thinking about how you regularly use the Internet, which of the following do you consider indispensable? (Select all that apply)”
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21%
4%
25%
13%
28%
19%
24%
5%
8%
12%
13%
17%
0% 20% 40% 60% 80% 100%
None
Other
AOL
MySpace
eBay
Source:JupiterResearch/NPD Group Individual User Survey (6/08), n = 3,730 (US only)
Percentage of Segment
Social networks emerging as social media hubs, potential entertainment aggregators
30%
35%
41%
48%
59%
Listen to music
Post photos or video
Update my status
Keep up with friends
View friends’ photos or videos
“Which of the following activities do you conduct on social networks monthly or more frequently? (Select all that apply)”
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8%
12%
15%
17%
18%
20%
23%
0% 20% 40% 60% 80% 100%
Become a fan of brands
Watch a professional video
Play games (e.g. Scrabulous)
Use as primary e-mail
Use as a search engine
Entertainment info
View strangers' photos or videos
Source:JupiterResearch/NPD Group Individual User Survey (6/08), n = 1,624 (US only)
Percentage of Social Network Users
Two key social network audiences emerge
29%
19%
Entertainment UsersProfile Posters
Primary Motivation:
Primary Motivation:
Entertainment
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13%39%
Source: JupiterResearch/Ipsos Insight Individual User Survey (6/08), n = 1,623 (social network users) (US only)
Friend FollowersPassive Users
Primary Motivation:
Communication
Percentage of Social Network Users
Share Consume(media, information)
(post, broadcast, share 1:1)
Marketers can tap entertainment media, then build out social marketing promise
“Easy money”
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Source: JupiterResearch (07/08)
Communicate
Join/Connect
(find or meet people with
common interests)
Follow(track friends, news, bands,
etc.)
(with known friends, colleagues)
Social marketing future
Key takeaways
•Money likely from audience before authors
•Real social marketing still untapped
•Social networks can emulate portal model, should
build out marketing services
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Thank you
David Card
+1 212/857-0788
Blog: http://blogs.forrester.com/agencies/david_card/
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Follow me @davidcard on Twitter
www.forrester.com
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