Shddg Lgh Id c hg hb Ocb 2017 Vcky Shk, Igh Mg
01 02 03 04 05 SOCIAL USAGE SHARING CONTENT CONTENT TYPES HOW WORD OF MOUTH TRAVELS INSIGHTS & RECOMMENDATIONS
Suc: Tchpd Iduc & Bckgud Dk Sc m cd by Ax C. Mdg, d Th Ac, dcb h hg f c h ccu ud f wh c b mud by wb yc pgmm. Th my ccu wh k v ch m, h h hd v c md pfm, fm whch f c b mud.
Mhdgy Th udy cd f quv uvy, wh fdwk cd u umm 2017 v ch p Rch. W pk y pv mp (bd dmgphc d g) f 1,281 Ih du gd 16+. W pd wh RdumO, h hg yc pc, h ch.
01 Sc Hb
87% f Ih pp u c md, wh 77% ug dy SOCIAL MEDIA FREQUENCY OF USE Sc md ug cu kw yug, wh 88% f 16-34 u c md dy, cmpd 71% f 35-54 d 66% f 55+. 5 m m dy 2-4 m dy 26% 38% Sc md fm kwd wh 8% m fm (80%) h m (72%) ug c md dy. Oc dy 3-5 m wk 3% 13% Oc wk 2% L h c wk 5% Nv 13% Q: Hw f d yu u c md? (Sg Sc =1,281) Suc: MdCm & RdumO, Dk Sc udy, Summ 2017
Em, Fcbk d Tx h p cmmuc pfm Ev u: 82% COMMUNICATION PLATFORMS: FREQUENCY OF USAGE PUBLIC PLATFORMS Fcbk ud m fquy by yug pd 40% f 16-34 ud 5+ m p dy, cmpd 22% f h gd 55+. 41% 38% 33% 27% 25% 12% Em m fquy ud by 35-54, wh 38% ug 5+ m p dy cmpd 23% f 16-34 d 28% f 55+. Of cu, m f h c b ccud f by wk m. WhApp d Igm m hvy ud by yug cum. 34% f 16-34 u Whpp 5+ m p dy, cmpd 18% f 35-54 d ju 9% f 55+. WhApp ud m fquy h Fcbk Mg. Fcbk Tw Igm LkdI Spch (fu f cc) Ev u: 95% Em 82% Tx /Mg 68% 67% Fcbk mg PRIVATE PLATFORMS Whpp Spch (m gup p) Em ch P IG Mg Dy Wky L h c wk Tw DM Rdd 83% f Ih du u 1 m pv cmmuc ch 25% 24% 20% 19% 14% LkdI Mg Q: Hw f hv yu ud h fwg h 12 mh? (Sg Sc =1,281) Suc: MdCm & RdumO, Dk Sc udy, Summ 2017
02 Shg C
Fu u f h p 5 pfm f hg c pv ch Yug pp (16-34) m ky h hg hy v vy pfm, wh h xcp f m d x/mg. O h g-bhd pfm, h gd 55+ m ky h h g ch h c. 75% h v m d 57% v x. Th dc h h d cum pc g u h pfm. EVER SHARE CONTENT SEEN ONLINE (E.G ARTICLES, IMAGES) VIA COMMUNICATION PLATFORMS Fcbk Em Whpp Tx/Mg Fcbk mg Tw Igm Spch (DM m gup) Spch (fu f cc) Em ch vc Igm mg P LkdI Tw DM LkdI mg Rdd 23% 22% 17% 16% 16% 14% 14% 13% 10% 7% 6% 66% 64% 52% 49% 45% Fu u f h p 5 pfm f hg c pv ch Q: Hw f d yu h d hg yu v, uch c mg, v h fwg pfm? Suc: MdCm & RdumO, Dk Sc udy, Summ 2017
Mg pvcy h p f ug dk c ch SHARING CONTENT SEEN ONLINE (E.G ARTICLES, IMAGES) VIA COMMUNICATION PLATFORMS Pvcy cc hgh f 55+ 74% cmpd 53% f 16-34. F pvcy C f m gup 29% 63% 29% f c-md u h c pvy bcu f m/ ugh. Th 42% f 16-34 cmpd ju 10% f 55+ d 35% f 35-54. Th hw hw mp humu c f ggg yug pp. Em ugh Ifm h f pduc Sh pm d P f hbby 29% 18% 12% 10% Wh m pcg, yug pp (11%) wc ky 35-54 (5%) mk fu f m mhg pvy d 4x m ky h 55+ (3%). P f m / gup / Mk fu f m / Wkpc u 9% 7% 5% I h hugh bh ch 4% Q: Why hv yu hd c mg v pv mgg? N=1,063 Suc: MdCm & RdumO, Dk Sc udy, Summ 2017
03 C Typ
Th m h cc, h m pp w v 65% TYPE OF CONTENT SHARED PUBLICLY V PRIVATELY 57% 52% 47% 38% 44% 35% 35% 33% 42% 29% 26% 27% 26% Pubc Pv 36% 26% 25% 24% 27% 24% 24% 22% 22% 20% 19% 29% 22% 20% 20% 17% 17% 9% 7% 40% 2% 14% Q: Wh yp f c d yu h pubcy (v c md) d pvy (v mg)? N=1,086 Suc: MdCm & RdumO, Dk Sc udy, Summ 2017
Dff vc gd m wh c ch Th ckd, cu d fm RdumO hw u hw pp ggg d hg c bd cgy P P T p f u c m m u c w h u c d h. I p y m p w h u b d g f h f f c f u b d. O u p h u d w y f m h c v, c u d P P T d f c u m c, c c, v u y - g g g y g,.. u f y g h d (. g. W k f w d w 100% 100% 100% 100% 88% 85% 85% 73% 71% 66% 63% 63% 63% 50% 42% 25% 6% 7% 0% 6% 16% 10% 6% 24% 19% 50% 40% 50% SHARING CHANNELS BY CONTENT CATEGORY Dk Sc Fcbk Gg Pu LkdI P Tw Suc: RdumO, d, 2017 N: Th d cm fm y f h ggg c f pdfd uv f u wh h c ug RdumO hg fw. I Id h qu ju v 200k uqu u. 77% f Ih cum hg f wb hpp pvy
04 Hw wd f muh v
Pv hg h m p g p p WOM, bh bf d f puch SHARING CONTENT ON PURCHASES Ih du 8% m ky h c pvy bf puchg (22% v 14% pubcy). Thy m ky (+7%) h c pvy wh h c cc f mkg puch (25% v 18% pubcy) Pvy - Bf puch Pubcy - Bf puch Pvy - Af puch 14% 22% 25% 24% 27% 27% 62% 51% 49% Pubcy - Af puch 18% 25% 57% Lky (Qu Vy) Nh Uky (Qu Vy) Q: Hw ky yu h c (.g. fm, c, mg vw) bu pduc vc pvy pubcy bf f puch? Suc: MdCm & RdumO, Dk Sc udy, Summ 2017
Shg c bu puch, bh pvy d pubcy, dv by yug pp Yug pp m ky h c pvy f mkg puch. 34% f 16-34 d cmpd vg f 25%. Yug pp m ky h c pubcy c md, uch Fcbk, f mkg puch. 23% f 16-34 g hy ky d cmpd vg f 18%. Suc: MdCm & RdumO, Dk Sc udy, Summ 2017
S, wh d h m? SOCIAL MEDIA S PURPOSE IN OUR LIVES HAS CHANGED AND WE MUST ADAPT TO THE NEW WORLD ORDER A k bck hugh d p v Fcbk O h Dy fu pwfu md f hw Fcbk pup u v h chgd. Wh pubc hg ch, h pmy bcm ch f m ch d -p-hp f w d vd c. N hg hpp Fcbk bcu p d b bdc. Icg umb f Ih pp hv dpd h k f WhApp, Fcbk Mg, Spch c cmmuc d h pvy wh fd.
S, wh d h m? SOCIAL LISTENING CAN ONLY TELL US ONE PART OF THE STORY Sc g d mum w u y h c h gd c (hg, ggm) pubc c md uch Fcbk, LkdI d Tw. Hwv, w mu b mdfu h up 77% f Ih cum hg f wb c hpp pvy, v Dk Sc ch. Sc g gv u pc f h puzz bu d w u wh yp f c dv cv d ggm pvy.
S, wh d h m? DIFFERENT CONTENT TYPES ARE SHARED IN DIFFERENT WAYS Sud bvu, bu h dffc c b ud gud hw h v mpc f dk c hg f dff cg. P fc c, ccdg RdumO w ckd d, xcuvy hd v Dk Sc d hf h c vb b hd hud b d fc h. Smy, m bd my wh c c f bh gh (pubc) d dk ch. F xmp, h c f dk bd my h bdc c md, k Fcbk, dff hw h pduc mgh p f Spch dg pp k Td, f xmp.
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Ky p 1 2 3 4 M hg d pv ch (77%), d h f mbud. Th p cmmuc pfm f hg -m, Fcbk d xg yu d gy h xd byd ju Fcbk Dff udc pf h u f dff pfm f hg c. Cx (m, gup z, c) hp h c h hd d wh pfm ud h h. Ad uddg h fm Ih cum ppcv mp.
Thk Yu. F fuh fm, cc: Vcky.Shk@mdcm.cm I.mcgh@mdcm.cm