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
Social Media Research Silicon Valley Research Group - Confidential – December 2010 5
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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%
Social Media Research Silicon Valley Research Group - Confidential – December 2010 6
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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
Social Media Research Silicon Valley Research Group - Confidential – December 2010 7
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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
Social Media Research Silicon Valley Research Group - Confidential – December 2010 8
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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
Social Media Research Silicon Valley Research Group - Confidential – December 2010 10
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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.
Social Media Research Silicon Valley Research Group - Confidential – December 2010 11
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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
Social Media Research Silicon Valley Research Group - Confidential – December 2010 12
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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
Social Media Research Silicon Valley Research Group - Confidential – December 2010 14
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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
Social Media Research Silicon Valley Research Group - Confidential – December 2010 15
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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
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