The Corporate Marketing and Sales Spend Landscape is an infographic about publicly traded companies and how much revenue they spend on sales & marketing. The general rule of thumb, based off of a 2014 Gartner Research study, is that a company should invest 10% of their revenue into marketing. However, a 2014 CMO survey, published by the American Marketing Association and Duke University, came to find that the 10% rule isn’t true for all types of companies.
If you want to see data like this about your account specifically, check out the Instagram analytics tool released by Dan Zarella: PicStats.com
I do believe the story of the present and near-future of social media is visual content. From the impact of images and video on Facebook and Twitter to the new crop of media-centric social platforms like Instagram and Pinterest, it’s clear that inbound marketers need to be turning out great visual content.
These are the findings Dan shared, after collecting a large Instagram database and analyzing it to identify the characteristics that make images work (or not work).
If you’re curious about the nerdy details of the dataset, there are details at the bottom of it.
[Source: Dan Zarrella]
Parents use a variety of social network sites, with Facebook being the most popular. Usage rates for social media are similar to those of non-parents.
Fully 91% of parents1 in this survey use the internet. This is significantly higher than rates seen in the general adult population 2and among those adults who are not parents.
Among these internet-using parents, social media use across a variety of platforms is common, with 83% of parents using social media.3 The most popular platform among parents (and non-parents) is Facebook. Almost three-quarters of online parents (74%) use Facebook, a proportion similar to the 70% of non-parents who use the platform. Online mothers are more likely than online fathers to use Facebook – 81% vs. 66%. This reflects broader trends in social media use. While men and women are equally likely to say they use social networking sites4, women are more likely to be users of specific platforms5 like Facebook, Instagram, and Pinterest.
Mothers and fathers differ in their use of Instagram and Pinterest.
Parents and non-parents are equally embrace Pinterest and Instagram – among parents, 28% use Pinterest and 25% use Instagram. The greatest variation in use of the platforms is between moms and dads. Online mothers are more than twice as likely to use Pinterest than online fathers – some 40% of mothers do so compared with 15% of fathers. This echoes the popularity of Pinterest among online women more generally – they are three times as likely to use Pinterest as online men, 42% vs. 13%. A similar pattern emerges with Instagram. Mothers who use the internet are more likely than fathers to use Instagram, 30% vs. 19%. Again, this tracks with the broader trend that online women are more likely than men to use Instagram, 29% vs. 22%.
A quarter (27%) of online parents use LinkedIn, and 23% use Twitter. Again, these levels of use are consistent with the usage of non-parents. And, with these platforms, there is not a statistical difference in use of Twitter or LinkedIn between moms and dads.
There are few demographic differences among parents across platforms. Younger parents (those under 40) are more likely to use Instagram than are older parents, 33% vs. 18%. Parents of younger children also are more likely to be Instagram users. Among online parents who only have children ages 5 or under, 35% use Instagram. This is a significant difference when compared with the 22% of remaining parents with children over age 5 who use Instagram.
Parents — particularly moms and younger parents — are active users of Facebook.
Facebook is not only the most popular social media site overall, it also has an especially engaged network of parents. Among parents who use Facebook, fully 75% log on daily, including 51% who do so several times a day. This proportion of daily users is significant compared with non-parents, 67% of whom log on daily, including 42% who use Facebook several times a day. Another 12% each of Facebook-using parents log on weekly and less often, respectively.
Moms who use Facebook are more likely to check the platform several times a day compared with dads (56% vs. 43%). Younger parents (those under age 40) also are more likely to use Facebook on a daily basis than are parents ages 40 and older. Some 82% of parents under age 40 log on daily, compared with 68% of older parents. Older parents are more likely to log on weekly; 18% use the site weekly vs. 7% of younger parents.
Instagram users also tend to log on frequently, although parents use the site less often when compared with non-parents. Some 39% of parents on Instagram use the platform daily, significantly less than the 54% of non-parents who do so.
Parents who are LinkedIn users are more likely than non-parents to use the site daily – 19% do so vs. 10% of non-parents. There are no statistically significant differences in how frequently parents and non-parents use Twitter or Pinterest.
- In this survey, parents are defined as those with at least one child under age 18.
- The percentage of U.S. adults who say they use the internet has fluctuated somewhat from survey to survey. This September 2014 survey found that 81% of adults use the internet at least occasionally, while 87% reported the same in a comparable omnibus fielded in January 2014.
- For more information on and detailed demographics of social media use among the general adult population, please see “Social Media Update 2014.”
- “.” Pew Research Center, January 2014. http://www.pewinternet.org/data-trend/social-media/social-media-user-demographics/
- Duggan, et al. “.” Pew Research Center, Jan. 09, 2015.http://www.pewinternet.org/2015/01/09/social-media-update-2014/
[Source: Pew Research Center]
Image credit: FreePik
June 2014 Update: I figured out that a presentation might help to convey and spread this 6 topics even better. So take a look, download it if you like and don’t forget to let me know what you think!
Social media is one of the newest and fastest changing elements of business. Let’s find out what are the most important trend for 2015…
Let’s start with internal organization and approach
As noted in the 2015 Guide to Enterprise Social Media Management Software, companies are slowly shifting their approach to social media, from an isolated marketing channel to an integrated part of the business. As companies increase their sophistication from a minimally viable social media presence to an integrated, strategic approach to leveraging social media across the organization, a few things tend to happen.
First, responsibility shifts from less than one FTE (typically in the marketing or communications department) to a small, dedicated team within one department to a team servicing multiple departments to a holistic approach, where many individuals in the company participate.
Second, organizations start to leverage social media in multiple ways, from reputation management to customer service to finding advocates to market research.
Finally, companies engage the help of more sophisticated technology to manage, measure, and analyze social media activities. This shift has been underway for a few years, so Simply Measured, a social analytics solution, commissioned TrustRadius to survey the state of social media marketing today.
Specifically, where do companies sit on the social media maturity spectrum? What are their main goals, and what are the biggest challenges they face? Do they have access to and are they using the right metrics to understand whether they are meeting those goals? Are they satisfied with the technology they use to support their social media activities?
Nearly 600 social media practitioners – from consultants to CMOs to community managers – took the survey in February/March 2015, responding to questions about the status, goals, and challenges of their social media programs.
These are the main findings:
1. Demonstrating the value of social programs is the number one challenge.
Companies of all sizes and maturity levels are struggling to prove the value of their social programs. Social media activities can be difficult to quantify, and marketers are trapped between readily available “vanity metrics” such as likes and followers and difficult-to-measure objectives such as brand awareness.
“Measuring ROI” was the most commonly cited challenge; 60% of respondents included it as one of the top three most challenging aspects of their social media program. It’s followed by “Tying social activities to business outcomes” (a similar challenge) and “Developing our social media strategy”.
Altimeter’s A Framework for Social Analytics report states that “ROI is just one metric in the social business toolkit. Rather than focusing on social media as a monolithic entity, businesses should evaluate it based on its contribution to a range of business goals.”
“Tying social activities to business outcomes” – the second most common challenge among survey respondents – could be a more mature method to evaluate the impact of social on the overall business, and allow marketers to use social media in the most effective way, rather than forcing it to fit into a specific ROI model measured directly in sales.
Another indication of the fact that marketers are struggling to measure and communicate the impact of social is the fact that they are still largely focused on easy-to-access vanity metrics such as likes, shares, followers and fans to evaluate success on social media.
“Engagement” (such as likes, shares, etc.) is considered the most important metric for evaluating success; 80% of respondents identified it as one of the top three metrics. Audience size and website traffic are also important, with 61% and 56% choosing them as one of the top three. Notably, all three of these metrics are easy to track. However, they don’t always tie directly to business goals such as revenue or customer retention. Metrics that are more difficult to track (yet tie more directly to broader business goals), such as revenue and customer satisfaction, are among the top three most important metrics for less than a quarter of respondents.
The focus on engagement is understandable though possibly misplaced and has the potential to lead to ineffective social strategies. According to this Scribd article discussing engagement on Facebook, online engagement metrics are not always an indication of the persuasiveness or effectiveness of content. Engagement metrics alone are not an effective indication of campaign success; it’s also necessary to measure real business outcomes attributable to social campaigns, such as customer loyalty or sales.
2. Social media is largely not yet integrated into the overall business.
Social media goals are not wholly aligned with overall business goals. Furthermore, while marketers largely feel they effectively leverage social media data and analytics to optimize their marketing strategies, they don’t feel social media data impacts their company’s overall business strategy.
The focus of social media efforts is overwhelmingly on top-of-the-funnel activities. Overall, brand awareness is by far the most common goal; 71% of respondents identified it as one of the top three goals of their social programs. It’s followed by driving website traffic and audience reach / share of voice – also top-of-the-funnel measures.
As mentioned above, the most common goals of social media programs are both top-of-the-funnel and, with the potential exception of website traffic, difficult to tie back to real business outcomes. Overall business goals are more likely to also include goals tied directly to revenue, such as increase conversions, tap into a new market, reduce churn, etc. In terms of both strategy and measurement, most companies have not been able to align social media efforts with the broader business objectives. It is still a channel that companies know they need a presence, but aren’t always sure how to leverage it.
Marketers do generally feel they effectively use social media data to inform their social media marketing strategy and to optimize their social campaigns. However, agreement declines significantly when we asked whether social media data and analytics impact the company’s overall business strategy. Marketers feel they are able to effectively leverage social data within their campaigns, but businesses aren’t leveraging this data beyond the silo of social media marketing. While broad potential uses of social data have been much discussed in the industry (informing product development decisions, discovering new customer markets, testing messaging strategies, surfacing issues such as outages or product failures, etc.), these approaches are still not widespread.
3. Companies don’t have the right set of tools to manage and measure social media activities.
Marketers are using multiple sources of data and multiple technology products to manage and measure social media activities. Though they largely trust the data they get, they still aren’t able to interpret the data to show value, and many aren’t satisfied with their set of tools.
Most companies are using one to two software products to manage social media activities. Many are using three or four. Larger companies tend to use more tools. In terms of measurement, companies are using an average of three different tools to report and analyze their social media activities. The most commonly used tools are the analytics offered natively in social media networks (64% of respondents), a social media management tool (62%), a web analytics tool (59%), and spreadsheets (46%).
Respondents largely trust the data they get from these multiple sources of analytics. The vast majority of respondents feel they understand their social media audience. Additionally, 26% agree and an additional 49% somewhat agree that “I trust the accuracy of my company’s social media data and reporting.” However, agreement declines when respondents were asked about their ability to optimize social media content and their level of satisfaction with the tools used for social analytics. Potentially, marketers trust the accuracy of the data, but feel analytics tools could do a better job of helping them interpret the data and use it to optimize their campaigns and strategies.
Many of these findings are true regardless of company size (from small businesses to large enterprise) and regardless of where companies fit on the social media maturity spectrum. All of these findings represent a prime opportunity to (a) educate their customers on building a social media strategy that is realistic, measurable, and supportive of overall business goals, and (b) help their customers take the leap from collecting data to surfacing insights. Once marketers are better equipped to define and demonstrate the value of social media to the business, other common challenges, like garnering enough internal resources, will be diminished.
The rest of this report explores these findings in greater detail and provides key survey results.
What about external trends that are ready to blow up?
Often times, during events and conferences you’ll be listening to the same old themes: “Be engaging!” “Pay attention to your audience!” “What’s going on with the millennials!?”. However, for 2015, let’s put much bigger emphasis on, “What’s next?”.
Below are three trends really worth sharing:
1. 2D Video, Step Aside! 3D Is on the Way
Leading marketers have already conceptually, and even tactically, moved on from the traditional video format. A couple months ago, Jameson made headlines by going beyond the traditional confines of normal Facebook and Instagram ad spots.
This is something we can expect to see much more of, and then some. Jenny Hodgson, Lead Marketing Manager of Digital Innovation for AT&T, said that her team is keeping up with the pace of 3D’s evolving technology and are excited about the application of it in their social programs. Hodgson and her team are not the only ones. Word is that Volkwasgon has plans for next year’s Super Bowl campaign. It’s only a matter of time people.
2. Social Listening is morphing into Visual Listening
As marketers, we understand that social listening is the process of monitoring keywords and conversations on social in real-time. We’re all keeping an eye on the conversations happening around our brand, our industry, etc. But now that visuals are the most-used content type across social networks, the conversation isn’t happening via text — it’s happening via images. We have to start listening to visuals.
Ditto is a tool that can scan images for brands’ logos. For example, if I were to Tweet “I LOVE ICE CREAM” and include a photo of my favorite kind of Ben and Jerry’s Ice Cream (Phish Food – duh), but not tag or mention Ben and Jerry’s, Ditto could still find the image if the logo was present. Ben and Jerry’s has 237,000 followers, and 123,725 people sharing B&J’s in photos, but only 26,625 mention “Ben” or “Jerry” in their text. That is a huge disparity and this type of visual analysis will become infinitely useful to marketers over the coming years.
3. The Social Media – Content Marketer Hybrid
For social media marketers like myself, this can be quite a scary concept. Our role is changing, but that couldn’t be more exciting, IMO. Doug Busk, the Global Director of Digital Communications and Social Media for the Coca-Cola Company, said it best, “Social networks are amplification networks. Amplification networks for the content we’re creating.” However, this “content” that no one can seem to say enough about is never one-size-fits-all. Each piece of content should be pivoted to be mindful of each channel’s strengths. Twitter is a news source, Facebook is a storytelling venue, LinkedIn is professional, Instagram is for high-quality visuals, etc… Making sure your content fits into each of those networks is of the utmost importance for a social media marketer. This emphasis is creating a niche for a new breed of role, a social-content hybrid marketer.
Our friends of TrustRadius just published the 2015 Buyer’s Guide to Enterprise Social Media Management Software.
It provides practical guidance to help you find the best social media management software solution for your use case. The guide focuses on the needs of enterprises (companies with more than 500 employees), but also provides useful insights for social media-advanced smaller companies. Based on thousands of insights from real software users , it offers an in-depth exploration of how enterprises are leveraging social media in their business processes, and which software products support those activities. Their research team analyzed 422 reviews of social media management software by authenticated users on trustradius.com, with the vast majority of reviewers sourced independently of vendors.
In this guide you’ll find:
- An overview of 3 major enterprise use cases for Social Media: Customer Care, Intelligence and Marketing
- A TrustMap™ showing the Top Rated Social Media software based on user ratings & frequency of evaluation
- Case studies of how Comcast, British Telecommunications and Groupon are using software for enterprise-level social media programs
- Profiles of 23 Social Media Management software products used by enterprises, including what each one is best used for, as well as pros & cons as cited in 400+ authenticated end-user reviews
This guide contains three sections:
The Best Social Media Management Software for Enterprises: TrustMap™ is an objective visual depiction of the 23 social media software products included in this guide, based on end-user likelihood to recommend ratings and evaluation frequency.
How Enterprises Are Leveraging Social Media: In this section, we talk about how enterprises use social media for customer care, intelligence and marketing. We also list the tool functionalities that are often required for each use case and the software products used, and feature in-depth case studies of Comcast, British Telecommunications and Groupon.
User Ratings and Feedback by Software Product: Here you’ll find an evaluation of 23 different social media management software products used by enterprises, including strengths and weaknesses, and other insights gleaned from end-user reviews on TrustRadius.
- If you’re in the market for a social media management tool, you should be able to identify your use case(s) and find the set of tools that you might want to consider in your search.
- If you’re just starting to think about expanding your company’s use of social media, the exploration of use cases could spark ideas of how you can leverage social media to advance your business goals.
Mobile Access Shifts Social Media Use and Other Online Activities
Accessing the internet on mobile devices
The survey shows that 91% of teens go online from a mobile device, at least occasionally. African-American teens are significantly more likely than whites or Hispanics to use mobile devices to go online — with nearly all African-American youth in the study reporting mobile internet access at least occasionally, while 90% of white and 91% of Hispanic teens go online on-the-go.
Internet use is a near ‘constant’ for some teens
Teens ages 13 to 17 are also going online frequently. Aided by the convenience and constant access provided by mobile phones, 92% of teens report going online daily — with 24% using the internet “almost constantly,” 56% going online several times a day, and 12% reporting once-a-day use. Just 6% of teens report going online weekly, and 2% go online less often.
Much of this frenzy of access is facilitated by mobile phones — particularly smartphones. Nearly three-quarters (73%) of teens have a smartphone while just 12% of teens 13 to 17 say they have no cell phone of any type. Fully 91% of teens go online from mobile devices at least occasionally, and 94% of these mobile teens go online daily or more often, compared with 68% of teens who do not use mobile devices to go online.
African-American and Hispanic youth report going online with greater frequency than white teens. About a third (34%) of African-American teens and 32% of Hispanic teens report going online “almost constantly,” while 19% of white teens go online that often. White teens are more likely to say they go online several times a day — the most commonly expressed frequency of internet access across all groups.
Youth from well-to-do families go online more frequently than youth from the least wealthy households; nearly all (93%) teens from homes earning more than $30,000 annually go online daily, compared with 86% of those from households earning $30,000 or less.
Texting has undergone a change in the past several years with the advent of smartphone-based messaging apps that have added features and changed the cost, message length and other structures around sending short messages. Fully 91% of teen cell owners use text messaging — either directly through their mobile phones or through an app or a website.
In a testament to the shifting landscape of texting, one third (33%) of teens with cell phones use messaging apps like Kik or WhatsApp. These apps are more likely to be used by Hispanic and African-American youth who own cell phones, with 46% of Hispanic teens and 47% of African-American teens using messaging apps to send texts, compared with one-quarter (24%) of white teens with cell phones. Teens on the lower end of the income spectrum are also more likely to use messaging apps on their smartphones, with 39% of cell-owning teens from households earning less than $50,000 annually using the apps, compared with 31% of teens from wealthier families. Girls are also a bit more likely than boys to use messaging apps, with 37% of cell-owning girls using them compared with 29% of boys with cell phones. Use of these apps varies little by the age of the teen.
The number of text messages sent or received by cell phone owning teens ages 13 to 17 (directly through phone or on apps on the phone) on a typical day is 30. The number of messages exchanged for girls is higher, typically sending and receiving 40 messages a day. And for the oldest girls (15 to 17), this rises to a median of 50 messages exchanged daily.
Among teens with cell phones, those from less well-off families are more likely than others to report that they simply don’t send text messages. Some 18% of teens from families earning less than $30,000 annually report that they do not text, compared with less than 7% for those in higher-earning families.
Online pinboards are sites like Pinterest or Polyvore where users can “pin” online content to create highly visual displays of images and information for inspiration, purchase or construction. One-in-five teens — 22% — use online pinboards. Girls, especially older ones, are the major users of these sites, with 33% of girls and 11% of boys using the boards. A quarter of older teens pin on pinboards as do 16% of younger teens. The oldest girls ages 15 to 17 are the most likely to pin, with 38% using online boards.
One-in-six teens (17%) read or comment on discussion boards like reddit or Digg. There are few differences among teens in use of these online boards by age or gender or any other major demographic category.
Anonymous apps and sites
Whisper, Yik Yak and Ask.FM are three examples of anonymous sharing apps or sites where individuals can ask questions or post confessional text or images anonymously. Just 11% of teens with cell phones report using anonymous question or sharing apps. Girls are a bit more likely to visit these sites than boys, with 13% of girls with cell phones using anonymous sharing or question sites while 8% of boys with cell phones report the same. Hispanic teens are nearly twice as likely as white teens to use these platforms, with 16% of Hispanic youth using anonymous sharing or question platforms compared with 9% of whites. And just 6% of the least well-off teens (those whose parents earn less $30,000 a year) visit anonymous sites, compared with 12% of teens from more well-to-do homes.
Playing video games
Nearly three-quarters (72%) of teens play video games online or on their phone — 84% of boys and 59% of girls — play such games. African-American teens are substantially more likely to report playing video games than their white or Hispanic counterparts; 83% of African-American teens play games compared with 71% of white and 69% of black teens.6 Teens who play video games cross the socio-economic spectrum evenly, with little variation by family income or education.
Video call and chat
Some 47% of teens talk with others over video connections such as Skype, Oovoo, Facetime and Omegle. Older girls are the most enthusiastic chatters with 54% of them video calling or chatting with others compared with 44% of all other teens. And 53% of Hispanic teens video chat and call, a bit more than the 43% of white teens who report talking by video.
Teens are enthusiastic users of social media sites and apps. When asked a general question about whether they used social media, three-quarters (76%) of teens use social media, and 81% of older teens use the sites, compared with 68% of teens 13 to 14.
When asked about seven specific sites (Facebook, Twitter, Instagram, Snapchat, Tumblr, Google+ and Vine), and given the option to report another site used, 89% of all teens reported that they used at least one of the sites and two-thirds of teens (71%) reported using two or more sites. Among the 18% of teens who only use one site, 66% use Facebook, 13% use Google+ and 13% use Instagram. Just 3% of the single site users use Snapchat, and another 2% say they use a site we didn’t ask about in the list, including Wattpad (a reading site), Youtube, Oovoo and ifunny, among others. Less than 2% (each) report using Twitter, Vine or Tumblr as their sole social media platform. Below is an analysis of teens’ use of social media, organized by major platform.
Facebook is the most popular of all the social media platforms included in the survey, with 71% of all teens saying they use Facebook. Boys and girls are equally likely to report using the platform, but older users ages 15 to 17 are more likely to use it than younger users 13 to 14. Much of the difference is located within the youngest age group — the 13-year-olds — of whom less than half (44%) say they use Facebook, while of 77% of 14- to 17-year-olds report use.
Teens from somewhat less well-off households are more likely to report using Facebook than teens from wealthier homes; 77% of teens from families earning less than $50,000 annually use Facebook, while 68% of teens from households earning more say they use the platform.
Use of Facebook is relatively consistent across racial and ethnic groups. Urban teens report more use of Facebook than teens from the suburbs, with 77% of urban teens on the site, compared with two-thirds (67%) of suburban teens.
Adult use of Facebook has plateaued in recent years, with 71% of online adults using the site. However, Facebook’s user base remains quite active, with 70% of Facebook users engaging with the site daily. For more details on adult use of Facebook, please read Social Media Update 2014.
Facebook users typically have 145 friends
Among Facebook-using teens, the typical teen has 145 Facebook friends. Breaking it down, the largest group of teens — 30% — say they have Facebook networks of 0 to 100 friends. Another 12% report networks of 101-200 friends and 9% say 201 to 300 friends. And 15% say they have more than 300 friends. Tellingly, one-third of teens say they are not sure how many Facebook friends they have. Analyzing typical (median) friend counts for different subgroups of Facebook-using teens, we see some substantial variations. Boys report 100 friends to girls’ 175. Young teens 13 to 14 typically report smaller networks (91 friends) compared with older teens 15 to 17 who typically have 168 friends. Networks vary in typical size from 84 amongst the youngest boys to 200 friends among girls 15 to 17.
First launched in 2010, Instagram has become a mainstay for adolescent social media users. More than half (52%) of all teens report using Instagram to share photos and video with friends, with girls substantially more likely to use it than boys (61% to 44%). Much of the difference between boys and girls is accounted for by the youngest boys (ages 13 to 14) of whom only 33% use Instagram, compared with half of older boys (ages 15 to 17) and more than half of the younger girls. The heaviest users of Instagram are the oldest girls of whom 64% share photos on Instagram.
The typical teen’s Instagram network has 150 followers.
The typical American teen who uses Instagram has 150 followers in their network. Girls outpace boys in their typical number of followers, with girls reporting a median of 200 followers on Instagram compared with 100 followers for boys. There is little variation in the number of followers between younger and older cohorts of teens. And fully 39% of Instagramming teens are not sure how many followers they have.
Use of Instagram is not just confined to teens; 21% of American adults use the photo and video sharing platform. As with Twitter, young adults ages 18 to 29 are the most likely to use Instagram. The service is also popular with adult women, Hispanics, African-Americans, and urban and suburban dwellers. For more data on adult use of Instagram, please visit our Social Media Update 2014.
Snapchat is another relatively new photo and video focused sharing app that teens have embraced in the last two and half years. Two-in-five American teens (41%) use Snapchat to share images and videos that are then automatically deleted within a predetermined amount of time — usually a few seconds. (At least that is the way the firm describes how the service works. In practice, there are many workarounds that allow viewers to capture images.) By a wide margin, girls and older teens are the most likely to send snaps — with half of girls using the service, compared with 31% of boys. Similarly, 47% of older teens 15 to 17 send snaps, while 31% of younger teens do so. Older girls are the most likely of any teen group to use to service, with 56% using Snapchat. Teens from the lowest income households earning less than $30,000 per year are the least likely to use the service, with 30% of them sending snaps, while 43% of wealthier teens send them.
A third (33%) of all teens use Twitter. Older teens are more likely to use the service than younger, with use rising steadily as teens age, from just 13% of 13-year-olds using the service to 28% of 14-year-olds and 43% of 17-year-olds. The oldest girls ages 15 to 17 are the most likely to use Twitter with nearly half of them (49%) using it. This study does not show statistically significant differences by race, locale or a teen’s socio-economic status.
Typical Twitter users have 95 followers.
Among teens who use Twitter, the typical Twitter user has 95 followers — though 44% of teen Twitterers are not sure how many followers they have. Digging deeper into subgroups of teens, girls outpace boys in numbers of followers, with the typical girl reporting 116 followers to 61 for the typical boy. The differences are even more extreme between younger teens and older; 13- and 14- year-olds report a median of 30 followers compared with 103 followers for older teens.
Among all adults 18 and older, 19% use Twitter. Young adults 18 to 29 are the most likely to use the platform with 37% using the service. Since 2013, Twitter has seen growth among whites, men, those earning $50,000 or more, college graduates and urban dwellers. For more data on use of Twitter by adults, please see our Social Media Update 2014.
Google+ is a social network that comes as a part of a suite of Google-offered tools through an account on the service. A third of teens (33%) say they use Google+. Hispanic teens are more likely to use Google+ than white or African-American youth; 48% of Hispanic youth use Google+, compared to a little more than one-quarter (26%) of white teens and 29% of African-American teenagers.
And teens from families with somewhat lower levels of education (parents with a high school diploma or some college experience) are more likely to use the service (35%) than teens from families with parents with a college degree, where a bit more than one quarter (27%) of teens report a Google+ account. Given that schools are increasingly adopting Gmail and other Google tools to use with students in and out of school, many youth have access to Google+ through tools for school work.
Roughly one quarter of teens (24%) use Vine, an app that allows users to record and share short, six-second videos. Vine is used by more girls than boys, with 27% of young women using the app compared with 20% of young men. As with many social photo and video platforms, the oldest girls ages 15 to 17 are the most likely to use Vine, with 29% of them reporting use. Use of Vine is evenly spread across income groups, education, and racial and ethnic groups.
Tumblr is a microblogging service where users can curate and share posts of mostly visual content they create themselves or find elsewhere on the web. About one-in-seven (14%) teens use Tumblr. Tumblr is predominately used by girls in this age group with 23% of girls 13 to 17 using the service, compared with just 5% of boys the same age. Much of this is driven by the oldest girls (ages 15 to 17) of whom 27% report using Tumblr. Overall, older teens are modestly more likely to use Tumblr than younger teens, with 10% of 13- to 14-year-olds and 16% of 15- to 17-year-olds using it.
Facebook is used most often by the bulk of teens, but access varies, based on family income
When asked to rank social media sites by their frequency of use, Facebook is the platform that teens report that they use most often, with 41% of youth saying they use it most. Instagram is the next most often used social media platform, with 20% of teens saying they use it most often. Fully 11% of teens say Snapchat is the social site they use most, and another 6% say Twitter.
The data shows a split in social media use by socio-economic status. Less well-off teens from families earning less than $30,000 annually remain more connected to Facebook, with 51% saying they use it most, compared with 38% of teens from wealthier families. More well-to-do teens instead are significantly more likely than the least well-off teens to say they visit Snapchat most, with 14% of those from families earning more than $75,000 saying Snapchat is their top social media platform, compared with 7% of teens whose families earn less than $30,000 annually. There is a similar pattern by income around Twitter, with the wealthiest teens shifting to Twitter more than their least well-to-do peers.
The youngest teens — the 13-year-olds — divide their loyalties between Facebook and Instagram, with a bit more than a quarter of teens this age reporting they use each of these platforms most often. Teens 14 and older are more likely to have Facebook as their most often visited site. Indeed the youngest girls (ages 13 and 14) are the most likely to report using Instagram most often of any age/gender group, with 31% reporting Instagram as their most often visited platform.
Boys are more likely than girls to give Facebook as their most visited site, with 45% of boys reporting that, compared with 36% of teen girls. Girls are more likely than boys to report Instagram as their most often visited site, with 23% of girls and 17% of boys saying it is their most visited platform. Older teens are more likely than younger teens to list Facebook, Snapchat and Twitter as their most often visited platforms, though for Snapchat this is driven by great use among 15- to 17-year-old girls. Urban teens are most likely to say they visit Facebook most often, while suburban teens report visiting Instagram more than their urban peers.
Many teens ho use multiple online social network sites report “some” overlap in their online personal social networks
When asked to think about how much overlap they have with various friends on the different social networks they use, the largest group of teens who use multiple social media platforms report that there is “some” overlap in their friends on the different sites. More than half (57%) of teens describe their networks as having some overlap across sites. Another three-in-ten teens (29%) have tight networks — reporting that their networks are composed of the same people on every social site they visit. And 9% say there is “not a lot” of overlap in their friends across social media sites. Another 4% of teens are compartmentalizers, who report no overlap of friends across the social sites they visit.
Teens who use more than one social media platform and come from households earning less than $75,000 per year are more likely to say they have the same friends across all of their networks, with 35% of teens in these income brackets reporting the same friends, compared with 23% of teens from the wealthiest homes. Teens from higher income households (earning $50,000 and above) are substantially more likely to report that they have some overlap among friends across their different social networks, with 61% reporting some overlap, compared with 48% of those earning less. Teens from households that earn less than $50,ooo a year are more likely than wealthier teens to report that they have completely compartmentalized their social network platforms, with no overlap of friends across the different sites they use. Fully 7% of households earning less than $50,000 say they have no overlap in friends, compared with 2% of teens from families that earn more.
[Source: Pew Research]
Like a fine Vino
Over 60% of Italy’s national income comes from tourism, which makes sense given that it is the 4th most visited country in the world. The country ranks high on Pornhub’s list too, in that they rank 7th for most visitors to Pornhub. It’s nice to see that Pornhub is so popular in the country credited for bringing us game changing inventions like pizza or the piano. Speaking of which, it should also be noted that Italian is widely known as the language of music in that words like lentissimo and staccato are used for music direction. In regards to the amount of time that the average Italian user spends on Pornhub, the 8 minute and 19 second session is rather rapido when compared to the international 9:16 average length.According to our anonymized demographics data provided by our analytics software, 20% of Pornhub visitors in Italy are female, which is 3 percentage points below the international 23% proportion. Seems like a bit of a pepperoni party, join the fun ladies of Italy! The birthplace of pizza does impress us with their top viewed category, which is a nod towards their ability to appreciate that things tend to get better with age. The Mature category tops off the list, followed by Teen and then a little further down in 5th, Big Tits, inspired perhaps by the fact that 80% of the country’s terrain is hilly or mountainous. Comparatively, nearby Croatia also appreciates a slightly older crowd with regards to their top viewed categories, with MILF coming in first and Mature coming in second, though in countries like theCzech Republic and the USA, Teen reigns supreme. Let’s jump back to Italy’s affinity with age for a second though.As we reported on our post pertaining to age demographics, as people grow older, they tend to watch porn that is more representative of themselves. Depicted above is a breakdown of Italy’s Pornhub viewers by age, compared to the worldwide proportions. As we can see, Italy has higher numbers of viewers in older categories, which likely has to do with why the Mature category is so popular. Comparatively, in countries like India which has a much higher proportion of younger viewers, the Teen category ranks considerably higher than Mature.
We’ve seen it before and we’ll see it again; in virtually every country Pornhub has profiled, the top searches tend to relate to that country’s nationality. People in countries like Croatia, the Czech Republic and Brazil tend to search for their own countrymen (and women) the most, and Italy very much follows suit. ‘Italian’ tops the list as the most searched term, followed a little further down by ‘italiana,’ ‘italia’ and ‘italiano’. We also see some mature themed searches towards the top of the list like ‘milf’ and ‘mom’ in second and third place respectively, which again likely has to do with the nation’s higher proportion of older viewers. The real kicker here is the prevalence of podiatry-related searches like ‘footjob’ and ‘feet’…then again the country is shaped like a giant boot so the fetish is understandable.Italy is famous for it’s fashion houses. Labels like Valentino, Armani, Versace, Gucci and Prada are known for outfitting the world’s A-listers, but we’re a little more interested in which XXX-listers Italians most prefer to admire sans clothing. Industry goddess Lisa Ann (NSFW) claims the number one spot but Italy is one of the key European hubs for porn production and as such, is home to many popular performers who also rank highly. Take for instance stunner Valentina Nappi (NSFW) in at 2nd place or Sara Tommasi (NSFW)in third, with the most notorious Italian stallion of all, Rocco Siffredi (NSFW) taking 4th.
There are vast cultural differences from one region to another in the country, a fact which is also reflected in the considerable differences in lasting time from one area to the other. For instance, in Campania, the national 8:19 average time drops by a whopping 40 seconds. The region is however home to some of the most breathtaking sites in the world, namely the famed Amalfi Coast, Mount Vesuvius and the Island of Capri so it’s very well possible that the inhabitants are spending a little more time taking in the sights elsewhere than on Pornhub.Over in Friuli-Venezia Giulia, visits to Pornhub actually last an average of 14 seconds longer than 8:19, perhaps due to the fact that the region is understood as being a primary socioeconomic connector to Central and Eastern Europe due to it’s border-sharing location. That’s a lot of pressure, but there’ s no better way to beat stress than by an extended visit to Pornhub! Let’s take a look now at how the Holidays affect Pornhub traffic in the country.As we saw in our 2014 Year in Review, New Year’s Eve is a major interrupter in terms of the effect that the holiday has on Pornhub traffic. The effect was especially prominent in European countries like Sweden and the Netherlandswhich each saw near 70% dips in traffic on average, though Italy isn’t very far behind with it’s considerable 59% drop. In our recent report on Pornhub traffic during Easter, Italy was proved to be one of the countries most affected by the holiday with it’s notable 27% drop, though it seems that Italians prefer to celebrate Liberation Day by spending a little more time on Pornhub as made evident by the slight 3% increase in traffic on this day.
Veni Vidi Device
We’ll close off with a look at which devices Italians prefer to peruse Pornhub with. Italy is on the same page with most of the rest of the world in terms of tablet use, in that they match the international 11% traffic proportion rate. They’re a little less into watching porn on their smartphones than the rest of the world as demonstrated by their higher rates for desktop usage and the lower proportion of traffic deriving from phone use. Overall, Italian traffic proportion rates closely resemble those of Spain, also in the Mediterranean.With that we’ll say arrivederci to Italia! We’ll be back soon with more Insights, but feel free to give your two cents in the comments section below.
[Source: Pornhub Insights]