Social Media Impact On Consumer Electronics: American Market Segmentation Survey by PSB
-
Upload
psbsrch123 -
Category
Documents
-
view
222 -
download
0
Transcript of 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
1/26
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.
-
7/28/2019 Social Media Impact On Consumer Electronics: American Market Segmentation Survey by PSB
2/26
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
-
7/28/2019 Social Media Impact On Consumer Electronics: American Market Segmentation Survey by PSB
3/26
WHO USES SOCIAL MEDIAAND WHO DOESNT
-
7/28/2019 Social Media Impact On Consumer Electronics: American Market Segmentation Survey by PSB
4/26
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.
-
7/28/2019 Social Media Impact On Consumer Electronics: American Market Segmentation Survey by PSB
5/26
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
-
7/28/2019 Social Media Impact On Consumer Electronics: American Market Segmentation Survey by PSB
6/26
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.
-
7/28/2019 Social Media Impact On Consumer Electronics: American Market Segmentation Survey by PSB
7/26
WHAT SOCIAL MEDIA IS USED FOR NOW AND WHAT IT WILL BE IN THE FUTURE
PENN, SCHOEN & BERLAND ASSOCIATES, LLC.
6
-
7/28/2019 Social Media Impact On Consumer Electronics: American Market Segmentation Survey by PSB
8/26
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
-
7/28/2019 Social Media Impact On Consumer Electronics: American Market Segmentation Survey by PSB
9/26
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
-
7/28/2019 Social Media Impact On Consumer Electronics: American Market Segmentation Survey by PSB
10/26
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?
-
7/28/2019 Social Media Impact On Consumer Electronics: American Market Segmentation Survey by PSB
11/26
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.
Asked among SMN users
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?
-
7/28/2019 Social Media Impact On Consumer Electronics: American Market Segmentation Survey by PSB
12/26
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.
Asked among SMN users
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?
-
7/28/2019 Social Media Impact On Consumer Electronics: American Market Segmentation Survey by PSB
13/26
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+
-
7/28/2019 Social Media Impact On Consumer Electronics: American Market Segmentation Survey by PSB
14/26
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+
-
7/28/2019 Social Media Impact On Consumer Electronics: American Market Segmentation Survey by PSB
15/26
WHERE PEOPLE WANT TOACCESS SOCIAL MEDIA
AND WHERE THEYD
RATHER NOT
PENN, SCHOEN & BERLAND ASSOCIATES, LLC.
14
-
7/28/2019 Social Media Impact On Consumer Electronics: American Market Segmentation Survey by PSB
16/26
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
PENN, SCHOEN & BERLAND ASSOCIATES, LLC.
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.
-
7/28/2019 Social Media Impact On Consumer Electronics: American Market Segmentation Survey by PSB
17/26
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
-
7/28/2019 Social Media Impact On Consumer Electronics: American Market Segmentation Survey by PSB
18/26
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?
-
7/28/2019 Social Media Impact On Consumer Electronics: American Market Segmentation Survey by PSB
19/26
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
-
7/28/2019 Social Media Impact On Consumer Electronics: American Market Segmentation Survey by PSB
20/26
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
-
7/28/2019 Social Media Impact On Consumer Electronics: American Market Segmentation Survey by PSB
21/26
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
-
7/28/2019 Social Media Impact On Consumer Electronics: American Market Segmentation Survey by PSB
22/26
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
-
7/28/2019 Social Media Impact On Consumer Electronics: American Market Segmentation Survey by PSB
23/26
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
-
7/28/2019 Social Media Impact On Consumer Electronics: American Market Segmentation Survey by PSB
24/26
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
-
7/28/2019 Social Media Impact On Consumer Electronics: American Market Segmentation Survey by PSB
25/26
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.
-
7/28/2019 Social Media Impact On Consumer Electronics: American Market Segmentation Survey by PSB
26/26
NEW YORK WASHINGTON DENVER SEATTLE LOS ANGELES SAN FRANCISCO AUSTIN LONDON HONG KONG BEIJING DUBAI
THANK YOU!
BETH LESTER
VICE PRESIDENT
202.375.1836
mailto:[email protected]:[email protected]