Social Networkers Are Also Heavy Technology Users

Web 2.0 and Social Media is all the rage but what does the Social Networker really look like? And how does visiting a social network really impact technology ownership, mobile phone features, digital media consumption, and online/mobile behavior both here in the US and around the globe?

Ipsos Insight’s newest report, PROFILE: Social Networker, gets to the heart of the matter and identifies key differences in behavior and digital media consumption between those who visit social networks and those who don’t. In addition, there are also notable differences between the US Social Networker and the International Social Networker.

“This is very important information for media, entertainment, and technology companies to understand” says Brian Cruikshank, Executive Vice President and Managing Director of Ipsos Insight’s Technology and Communications practice. “Social Networkers are significantly more likely to own technology, consume more digital entertainment, and own more mobile devices.”

Technology Ownership
The US Social Networker owns significantly more technology than their International counterparts with the exception of MP3 players and Mobile GPS. However both of them own more technology than those who have never visited a social networking site.

Digital Entertainment
By a significant margin, Social Networkers both here in the US and internationally are more likely to engage in online music, video, and gaming activities. Over half of all US Social Networkers have watched TV shows or video streams online. In addition, US Social Networkers are significantly more likely to download TV programs, burn/copy a movie or TV show, and download a feature length film.

Social Networking Goes Mobile
In terms of mobile behavior, over half of all US Social Networkers have used their mobile device to send/receive SMS text and e-mails, browse the internet for news and info, and receive digital images. While the International Social Networker exhibits the same behavior, their mobile devices are more feature rich. For example, the International Social Networker is significantly more likely to have an MP3 on their mobile device vs. those in the US.

It is clear that Web 2.0 is here to stay. Social networking sites are beginning to deliver more and more content, broadband continues to grow, and more feature-rich mobile devices continue to be introduced into the US market. “We can look to the International Social Networker for a preview of where the US market will go and it’s going to be all about mobile social networking” concludes Cruikshank.

Methodology:
The Social Networking Profile was created from The Face of the Web report. Respondents were asked if they ever visited a social networking website (MySpace, Friendster, Cyworld, Mixi). Those who answered “yes” are classified as social networkers and are compared against those who answered “no.”

The US Social Networker is based on a weighted sample of 237 and those who answered “no” is based on a weighted sample of 559.

The International Social Networker is based on a weighted sample of 761 and those who answered “no” is based on a weighted sample of 2,084. This sample is an aggregate of 11 countries: Brazil, Canada, China, France, Germany, India, Japan, Mexico, Russia, South Korea and the UK.
Data for The Face of the Web: 2006 were collected in November and December 2006.

The sample includes:
2006 Prevalence (general population) Information:
Consisted of 6,553 interviews of the general adult population in 12 markets around the world.
2006 Internet User Information:
Consisted of 3,798 interviews (unweighted) with recent Internet Users who have used the Internet in the past 30 days in 12 markets around the world.
Internet Users fell out of the general population sample.

Survey Reveals Disconnect in Social Media Marketing Programs

Survey Reveals Disconnect in Social Media Marketing Programs

Research highlights trend toward social marketing tools,though budget allocation does not correlate with objectives

SAN MATEO, Calif., – October 30, 2007 – Coremetrics, the leading provider of digital marketing optimization solutions, today announced the results of its Second Annual ‘Face of the New Marketer’ survey. This poll of marketing professionals, drawn from the country’s top eCommerce and online media/content companies, found that social media marketing is quickly gaining popularity as a way to gain competitive edge. However, the survey also revealed that time and budget allocations are not yet reflective of this trend.

The study found that the use of Web 2.0 or social media marketing tools, defined as user generated content (including reviews), RSS feeds, podcasts and wikis are becoming more important parts of a complete online marketing program. While most marketers recognize this trend, and are eager to participate, very few have budgets that are in line with that objective.
The findings included the following:

A clear disconnect between the desirability of social marketing and the budget allocated to it:

78% of respondents see social media marketing as a way to gain competitive edge, but only 7.75% of total online marketing spend is devoted to it
This compares with an average of 33% of spend going to online advertising and 28% to online promotion design and implementation

However, progress is being made in the field:
58% of respondents have implemented user-generated content or reviews in the past year
31% of respondents have implemented a blog in the past year
25% of respondents have implemented an RSS feed in the past year

The findings showed that most marketers have concrete plans to implement a social media marketing program at some point, even if not within the next twelve months. Of those marketers, the majority recognize the need to implement or improve their social marketing programs, but cite a lack of tools and expertise as their biggest challenges.

50% of respondents plan to implement user-generated content or reviews
22% of respondents plan to implement a blog
20% intend to implement social networks, and another 20% plan to implement an RSS feed

It is not just social marketing activity objectives that are misaligned with time and budget allocation:
Search Engine Optimization (SEO) was ranked as the #1 priority over nine other choices, including email campaigns and online analytics, but ranked only fourth in terms of both time and budget allocation
Email campaigns continue to demand most of a marketer’s time (22% on average), while the biggest portion of budgets (33% on average) go to online advertising. This is despite the fact that SEO was consistently ranked as the #1 priority
Online promotion design and implementation was ranked as relatively unimportant, (#5 of 9) but comes in third in terms of both time and budget allocation, ahead of SEO, online campaign analytics and email marketing programs, among others

“This study echoes many of the qualitative findings that we hear from our customers on a day to day basis—marketers are aware of the impact that social media marketing can have on their overall program, but view it as uncharted territory, not worthy of their budget,” said John Squire, SVP product strategy, GM marketing services at Coremetrics. “As more and more marketing tools become available, we’ll continue to see a greater divide between perceived importance and resource allocation. The ability to accurately monitor the ROI achieved by new marketing tools will help marketers take that first step toward incorporating new digital marketing programs, as well as rethink the effectiveness of current campaigns.”

The survey of 116 senior marketing professionals was conducted during the third quarter of 2007. Coremetrics asked marketers which social marketing tools and activities they were using or intended to use, and how much of their time and budget is spent on social media as opposed to traditional marketing activities.

For a copy of the Second Annual ‘Face of the New Marketer Survey’ research results, please email: coremetrics@lewispr.com.

About CoremetricsCoremetrics is the leading provider of digital marketing optimization solutions. Its solutions generate high return on online marketing investment and continue to pay daily dividends in improved marketing performance. Over 1,000 online business sites, transacting over $15 billion this year, are now using Coremetrics’ Software as a Service (SaaS) solution to optimize online marketing efforts. Coremetrics’ solutions encompass advanced online analytics and precision marketing applications, including search engine bid management, email marketing and cross sell applications to acquire customers more cost effectively, increase conversion rates, and increase lifetime customer value. Clients have recognized over $300M in documented ROI and 87% of clients recognize ROI in 12 weeks or less. The company is privately held with funding from Accel Partners, FTVentures, and Highland Capital Partners and is headquartered in San Mateo, California. To learn more about Coremetrics, visit http://www.coremetrics.com or call 877-721-CORE (2673).

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