According to a new analysis of BIGresearch’s
Simultaneous Media Usage Survey (SIMM 14-Jun 09) of over 22,000 consumers,
social media impacts consumers, which in turn directly impacts marketers, but
not all options are the same. Social media users are likely to use more than one
platform, some at a higher rate than others. For example, 60.2% of MySpace Users
(those who regularly use the application) regularly use Facebook. On the other
hand only 24% of Facebook Users utilize
MySpace.
Regularly
use the following social media:
USER
Use Use Use Use Text Read Post
to
GROUPS Facebook LinkedIn MySpace Twitter Msg. Blogs Blogs
Adults
18+ 27.9% 3.3% 11.6% 4.1% 27.3% 10.9% 4.3%
Facebook Users*—- 7.7% 24.0% 10.5% 47.5% 20.2%
8.8%
LinkedIn Users 63.4% —- 24.3% 22.1% 43.3% 29.1%
16.8%
MySpace Users 60.2% 7.6% —- 14.6% 53.7%
20.5% 11.1%
Twitter Users 72.7% 18.8% 39.4% —- 56.9%
49.3% 31.0%
Texters 48.5% 5.2% 21.5% 8.3% —-
17.7% 7.8%
Blog Readers 51.0% 8.6% 20.5% 17.7% 44.0%
—- 34.0%
Blog Posters** 59.0% 13.1% 28.6% 27.9% 50.8%
83.3% —-
Source: BIGresearch, SIMM
14
*To be read as: 7.7% of
Facebook Users regularly use LinkedIn, 24% use MySpace.
**Blog Posters
include those who post to blogs and maintain a blog
Social Adults
Media Users*
18+
Male 42.5% 48.7%
Female
57.5% 51.3%
Average Age 38.2 45.1
Average Income $68,311 $66,942
In the next 6 months,
plan to buy:
Social Adults
Media Users* 18+
Vacation
30.2% 26.3%
Furniture 17.8% 12.8%
Computer
17.3% 13.2%
TV 15.9% 12.4%
Car/truck
12.7% 10.8%
Source: BIGresearch, SIMM
14
*Social Media includes:
Facebook, LinkedIn, MySpace, Twitter, Texting and Blog Users
When looking specifically at
the user of each platform, Facebook users average 37 years old and MySpace users
are the youngest at an average age of 33 of those profiled. LinkedIn users have
the highest incomes. Social media usage for ethnic groups indexes high across
most social medias.
Facebook
LinkedIn MySpace Twitter Texters Blog Blog
Users
Users Users Users Readers Posters*
Male
40.2% 62.0% 48.4% 50.8% 38.3% 43.8% 47.5%
Female
59.8% 38.0% 51.6% 49.2% 61.7% 56.2% 52.5%
Avg.
Age 37.1 40.6 33.0 35.5 36.2 38.3 36.0
Avg.
Income $68,523 $96,937 $51,489 $68,740 $69,595 $67,941
$63,131
Hispanic 15.8% 14.9% 26.9% 19.1% 18.0%
17.7% 21.6%
Black 12.1% 11.7% 13.6% 17.0% 15.7%
13.0% 12.9%
Asian 2.9% 4.8% 1.7% 5.4% 2.2%
3.5% 4.4%
White 75.7% 75.3% 64.9% 64.4% 70.2%
71.5% 69.0%
source: http://info.bigresearch.com/