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Sensis Social Media Report

Sensis Social Media Report


What Australian people and businesses are doing with social media May 2011

Developed in association with

Sensis Social Media Report

Table of contents
FOREWORD ExEcutivE SummaRy mEthODOlOgy SEctiOn 1: thE gEnERal public anD SOcial mEDia Internet access Social networking site usage Social networking site usage by age and gender Social networking site usage by location Reasons for not using social media Reasons for not using social media verbatim comments Social networking sites used Social networking sites used by location Frequency of using social networking sites Time spent of social networking sites Number of friends, contacts or followers Number of friends, contacts or followers by location Number of Twitter accounts followed Devices used to access social media Where are social networking sites used? Reasons for using social networking sites Types of products or services researched on social networking sites Last search occasion Brands or businesses followed on Twitter Social networking groups associated with businesses or brands What do customers want from businesses or brands followed? Advertising on social networking sites Group buying sites usage Frequency of use and time spent on group buying sites Provision of online ratings Use of online reviews or blogs Posting of online reviews or blogs Use and posting of online reviews or blogs by location SEctiOn 2: auStRalian buSinESSES anD SOcial mEDia Use of social media - summary Use of social media by business category (small/medium) Use of social media by location (small/medium) Business investment in social media Percentage of marketing budget allocated to social media Uses of social media Who is responsible for a business social media presence? How is traffic driven to a business social media presence? Expectations for the next 12 months abOut SEnSiS abOut aimia

Table of content
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Sensis Social Media Report

Foreword
In only a few short years, the rise of social media has created a fundamental shift in consumer behaviour. Today, 62% of Australian internet users use a variety of social media platforms, with many visiting every day and most at least a few times a week. Clearly, social networking meets a core human need for contact, community and comment. For the consumer, social media is the total package communications, applications, community, entertainment, shopping and advertising all rolled in to one. And for many, its easy to use. Yet most small to medium sized businesses, and half of Australias large businesses surveyed dont have a social media presence. Australian businesses need to be alive to the opportunities and challenges of engaging with consumers and customers in this very different environment. Businesses should also be monitoring, responding and looking at proactive strategies to manage the way their business is presented and reviewed online. AIMIA is delighted to partner with Sensis in the development and distribution of the Sensis Social Media Report. As well as providing further insight into the rapid changes in consumer behaviour being wrought by social media platforms, this report gives Australian businesses, small, medium and large, a range of compelling reasons for joining the social media revolution. John butterworth CEO AIMIA

Sensis Social Media Report

Executive Summary
Get on board the revolution
Throughout the decades The Beatles, T-Rex, Transvision Vamp, Arrested Development and various others have sung about revolution. Gen Y delivered one: social media. As the ultimate form of expression, social media is now an undeniable force in modern-day communication. And it has businesses everywhere scratching their heads wondering how best to use it to engage with consumers. Sensis, in conjunction with the Australian Interactive Media Industry Association, surveyed 803 Australian consumers and 1,944 Australian businesses to get the real story on how social media channels are being used. For the purposes of this report, the term social media refers to: Social networking websites, specifically Facebook, LinkedIn, Twitter and MySpace Online blogs and online rating and review mechanisms Group buying websites including Cudo, Scoopon, Spreets, Jump On It, Living Social, Zoupon, eBay, Catch of the Day, Zazz, Daily Deals, Stardeals and Deals Direct. The surveys discovered that while 62% of online Australians use social media, only 14% of small businesses, 25% of medium-sized businesses and 50% of large businesses have a social media presence. The findings detailed in this report aim to help Australian businesses to make more informed decisions about how to use these channels to engage with consumers.

Australians and social media


The consumer survey found that 62% of internet users have a presence on social networking sites such as Facebook, Twitter, MySpace or LinkedIn. Facebook dominates the social media space, capturing 97% of social networking users and 60% of all internet users. It is used by more than 90% of social media users from both sexes and by all age groups, with average users spending more than five hours a week on the site. The vast number of people using social media indicates a huge opportunity for brands to connect with people, but marketers should respect how people view their social media interactions. The top reasons people use social media are catching up with friends and family, sharing photos or videos, and coordinating social events. Many consumers take no notice of advertising on social networking sites. While only 12% of social media users said they use social networks for researching products, 36% said that the last time they used social media to research a product or service resulted in a purchase. Notably, 70% of those purchases were online. The types of products and services most commonly researched on social networking sites are clothing/fashion, electrical goods, furniture/things for the home, computers/software and music.

Sensis Social Media Report There is a clear opportunity to build consumer relationships and sales via social media. The most important factor is how that connection is made. Social media users are most interested in what businesses can give them in the form of discounts (57%), giveaways (45%), invitations to events (41%) and product information (41%). Blogs and reviews have a notable influence on buying decisions, with 63% of social media users reading reviews before making a purchase decision. On average, people read six reviews before making a decision. However, only 24% of online users post blogs or reviews, so reaching that 24% of influencers is key for marketers. The majority of social media users (64%) dont follow any brands or businesses on Twitter, suggesting that marketers need to carefully plan their Twitter strategy so it connects with their audience. Some interesting social media usage patterns emerge across the different states. South Australian and Western Australian social media users use it an average of 11 times a week compared to 14.8 times for Tasmanians, who have the highest levels of usage. South Australian social media users have the lowest average number of social networking friends with 143 compared to 241 for Victoria and 235 for NSW. Tasmanians are by far the most likely to follow a social networking group associated with a brand or business, with 39% of Tasmanian social media users saying they do so. The next most likely is New South Wales (22%) and Victoria (23%). Tasmanians are also the most likely to post a review or blog (37%), followed by the Northern Territory (28%). The likelihood of respondents reading a review or blog was much more consistent, ranging between 61% and 69% across all states and territories. Group buying is an increasingly compelling option for marketers, with 12% of social media users now accessing group buying sites. Surprisingly, 40-49 year olds are most likely to use them. Usage is relatively low in South Australia, Tasmania and the Territories. Cudo is the most commonly accessed group buying site followed by Scoopon, Spreets and Jump on It.

Australian businesses and social media


Small, medium and large businesses will maintain or increase their expenditure on a social media presence in the coming year and most expect a return on their investment through increased sales. South Australia has the lowest number of businesses using social media (11%). Queensland and ACT have the highest, at 20%. Large companies have been seeing the benefits of engaging in social media through more direct and open relationships with customers, faster marketplace responses and increased efficiency around marketing, customer service and product development. Small-to-medium sized businesses have been lagging behind, although this seems to be changing. In the past year theres been more social media experimentation and we can expect to see uptake increase in the next six to 12 months as more businesses realise the need to be actively involved in this space where people are spending more and more of their time online. Most businesses investing in social media are unaware of the amount theyve invested, and dont measure the return on their investment. Social media usually attracts less than 5% of total marketing budget, with the majority of businesses expected to spend the same or more on social media in the next 12 months. 5

Sensis Social Media Report The tactics used by businesses to drive traffic to their site are not clearly identified. 49% of large businesses responded other when asked how they drive traffic to their social media presence. Across the board, the most common way businesses drive people to their social media presence is through their website. The research indicates businesses are focused on establishing, maintaining and updating their social media presence rather than driving people to it. Social media plays a critical role in marketing and reputation management, one that is being underestimated by many brands and businesses. While social media usage and applications will continue to evolve over the coming months and years, three things are certain: Its only going to get bigger. No business can afford to ignore it. And, you wont fool the children of the revolution.

Sensis Social Media Report

Methodology
This report contains the results of research conducted by Sweeney Research between January and March 2011.

Consumer Survey
The research consisted of a telephone survey among 803 randomly selected respondents across Australia. Quotas were applied to provide for adequate representations in each age group and both genders. Quotas were also applied on location to ensure coverage across metropolitan and regional areas in each State and Territory. The interview took approximately 10 minutes to administer and fieldwork was conducted in late February/early March 2011. The data was weighted by age and gender within location so that the results are reflective of the actual Australian population. Sample sizes by age and gender are shown below. Sample size - consumer
Total 14 to 19 years of age 20 to 29 years of age 30 to 39 years of age 40 to 49 years of age 50 to 64 years of age 65 plus years of age total 100 140 134 135 160 134 803 Male 47 73 67 68 80 67 402 Female 53 67 67 67 80 67 401

Business Survey
The findings for small businesses (1 to 19 employees) and medium-sized business (20 to 199 employees) come from additional questions included in the February 2011 Sensis Business Index. These findings are based on interviews with some 1,800 SME proprietors from across Australia. Quotas are applied on business size, business type and location to ensure that the sample is reflective of the actual population across Australia. Interviews were conducted in the period 18 January to 11 February 2011. The findings for large business (200+ employees) are based on a separate survey conducted among 151 marketing decision-makers in large businesses. Quotas were again applied to ensure an adequate representation across the various regions of Australia. Interviewing for this survey was conducted in early March 2011. Total sample sizes by business size are shown opposite.

Sample size - business


Number of employees 1 to employees 3 to 4 employees 5 to 9 employees 10 to 19 employees total small business 20 to 99 employees 100 to 199 employees total medium business 200 to 999 employees 1,000+ employees Total medium business grand total Sample 670 314 292 205 1,481 279 33 312 90 61 151 1,944

Sensis Social Media Report

The general public and social media

Section 1

Sensis Social Media Report

Internet Access
All but 6% use the Internet and qualified for the survey. Internet usage remains at the 90%+ level across all age groups until we reach 65+ where it drops to just 80%.

Frequency of accessing the Internet

Proportion who access the Internet

Base: Q.

All contacts (862) How often, if at all, do you access the Internet either on a computer or on your mobile phone or other devices such as an iPad or iPod Touch?

Queensland has lower than average Internet usage at 88%. Tasmania recorded 100% internet usage.

Proportion who access the Internet by location

Base: Q.

All contacts (862) How often, if at all, do you access the Internet either on a computer or on your mobile phone or other devices such as an iPad or iPod Touch?

Sensis Social Media Report

Social networking site usage


Among Internet users, some 62% use social networking sites such as Facebook, Twitter, MySpace or LinkedIn. Roughly a third use every day with most of the balance using it at least a few times a week. Based on all Internet users, the average frequency of accessing social networking sites is about 12.4 times per month. Among those who actually access sites, the average frequency is 18 times per month about 4.5 times a week.

Frequency of using social networking sites

Average = 12.4 times per month

Base: Q.

All Internet users (803) How often, if at all, do you use social networking sites such as Facebook, Twitter, MySpace or LinkedIn?

Social networking site usage by age and gender


Females are more likely than males to use social networking sites and are much more likely to be frequent users. There are big variations by age group with almost all of those aged under 30 (93%) using sites and the majority using everyday. Those aged over 40 are substantially less likely to be users overall.

Social networking site usage by age and gender


Total (803) Everyday Most days A few times a week Once a week Less than weekly Never average times per week
Base: Q.

Male (402) 25% 9% 8% 6% 10% 42% 10.6

Female 14-19 (401) 36% 11% 8% 5% 7% 34% 14.1 (100) 70% 15% 7% 1% 0% 7% 24.9

20-29 (140) 52% 20% 12% 6% 4% 7% 21.4

30-39 (134) 39% 9% 10% 6% 9% 27% 15.2

40-49 (135) 14% 11% 7% 5% 22% 41% 7.9

50-64 (160) 15% 5% 7% 5% 5% 64% 6.5

65+ (134) 5% 3% 5% 8% 10% 69% 3.1

30% 10% 8% 5% 9% 38% 12.4

All Internet users How often, if at all, do you use social networking sites such as Facebook, Twitter, MySpace or LinkedIn?

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Sensis Social Media Report

Social networking site usage by location


Usage levels are reasonably consistent across the States and Territories although those in Tasmania are more likely than average to be frequent users of social media.

Social networking site usage by location


Total Everyday Most days A few times a week Once a week Less than weekly Never
average times per week Base: Q.

NSW 30% 12% 8% 4% 9% 36% 12.9

VIC 30% 13% 6% 5% 6% 40% 12.5

QLD 33% 4% 10% 9% 9% 34% 12.4

SA 24% 9% 14% 2% 10% 41% 11.0

WA 27% 9% 6% 4% 11% 42% 11.1

TAS (67)

NT (67)

ACT (65)

METRO (604) 32% 10% 8% 5% 9% 38% 12.3

NON-METRO

(803) (134) (134) (134) (101) (101) 30% 10% 8% 5% 9% 38% 12.4

(199) 32% 10% 8% 7% 8% 36% 12.8

44% 24% 34% 4% 3% 2% 7% 11% 13% 6% 9% 2% 9%

17% 14%

39% 29% 32% 14.8 11.6 12.9

All Internet users How often, if at all, do you use social networking sites such as Facebook, Twitter, MySpace or LinkedIn?

Reasons for not using social media


The chart below summarises reasons for not using social networking sites and shows that lack of interest/appeal is the primary reason. At a lower level, some are concerned about the time it would take up, security and lack of computer expertise.

Reasons for not using social networking sites


Not Interested/never appealed to me Too time consuming/dont have the time for them Security concerns/lack of privacy/intrusive I dont believe in them/dont agree with it Im not computer savvy/dont know how to access Prefer face to face/catch up with friends/family I use the phone or text when want to talk to friends Prefer to email when want to communicate with people Dont like to tell people about myself/my business Base: Q. Non users of social media (313) Why dont you use social networking sites?

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Sensis Social Media Report

Reasons for not using social media - verbatim comments


I dont like what they represent. I get bombarded by people claiming to be my friend and it seems ridiculous
(Female 50 to 64 years)

I am totally uninterested
(Female over 64 years)

Not allowed to have them


(Male 14 to 17 years)

I am a teacher. It is banned in schools


(Male 30 to 39 years)

I have four children under three


(Female 30 to 39 years)

I am in year 12 and I dont want to get distracted


(Female 14 to 17 years years)

I dont need it. I dont want to be sitting at the computer all day I want to be outside exercising
(Female over 64 years)

I have issues with the privacy involved


(Male 18 to 19 years)

I dont see the need for them. I dont know how I could benefit from using them.
(Male 40 to 49 years)

Because it is rubbish
(Male 20 to 29 years)

They freak me out a bit. I hear too many stories. And I like my privacy
(Female 40 to 49 years)

Waste of bloody time. You can just get sucked in and spend all day on it and achieve nothing
(Male over 64 years)

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Sensis Social Media Report

Social networking sites used


Facebook dominates as the most used social networking site, being used by 97% of social networking participants or 6 out of 10 Internet users. Facebook is used by more than 90% of social media users from both sexes and all age groups. Linked in and Twitter are both used by just under 1 in 10 social networking site users with MySpace being used by just 4%. Twitter tends to be used more by the younger age groups and LinkedIn by the older segments. MySpace has the strongest following among the 18-39s.

Social networking sites used


Site
Facebook LinkedIn Twitter Myspace Other Base: Q. 9% 8% 4% 3% Users of social media (490) Which of these social networking sites do you use? 97%
Male (224) 95% 11% 9% 6% 8% Female (266) 99% 8% 7% 3% 1% 14-19 (92) 98% 1% 9% 4% 4% 20-29 (130) 98% 3% 7% 3% 3% 30-39 (94) 93% 12% 14% 9% 8% 40-49 (78) 99% 14% 3% 1% 5% 50-64 (58) 97% 17% 5% 4% 1% 65+ (38) 99% 14% 4% 0% 5%

Social networking sites used by location


Facebook dominates in all states. LinkedIn is slightly more popular in NSW and the ACT. Queensland, Tasmania and the ACT have the highest Twitter usage rates.

Sites used by location


Total Sites Facebook LinkedIn Twitter Myspace
Base: Q.

NSW (93)
98% 14% 10% 5%

VIC (77)
97% 8% 5% 5%

QLD (90)
95% 5% 11% 3%

SA (64)
93% 6% 4% 4%

WA (48)
98% 6% 2% 0%

TAS (32)
98% 3% 11% 0%

NT (43)
99% 1% 6% 0%

ACT (43)
98% 15% 12% 2%

Metro (366)
98% 12% 7% 2%

Non-Metro

(490)
97% 9% 8% 4%

(134)
95% 2% 10% 9%

Users of social media (490) Which of these social networking sites do you use?

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Sensis Social Media Report

Frequency of using social networking sites


On average, Facebook users use the site around 16 times a week. Average Twitter usage frequency is 23 times a week, LinkedIn around 8 times a week and MySpace around 3 times a week

Frequency of using social networking sites


Proportion Number of times per week Average

Site
Facebook LinkedIn Twitter

who use

Under 1
5% 17% 9% 33%

1 to 2
20% 31% 15% 46%

3 to 5
20% 21% 13% 6%

6 to 10
24% 14% 28% 14%

11 to 19
12% 3% 8% 0%

20+
18% 14% 28% 1%

times per week

97% 9% 8% 4%

16.2 7.7 23 2.6

Myspace
Base: Q.

Users of social media (490) In a typical week, how many times would you use Facebook/LinkedIn/Twitter/MySpace?

The charts below look at average usage frequency for Facebook in more detail. Usage frequency peaks at more than 40 times a week for the 14-19 year olds and is higher than average in Victoria and lower in the Northern Territory.

Average usage occasions per week - Facebook


Total Male Female 14-19 20-29 30-39 40-49 50-64 65+ 7.5 7.0 7.3 12.4 19.1 16.2 14.0 17.8 36.7

Average usage occasions per week - Facebook


Total New South Wales Victoria Queensland South Australia Western Australia Tasmania Northen Territory A.C.T. Metro Non-metro 9.6 9.5 14.1 13.8 23.8 13.6 17.6 16.2 13.1 19.9 19.1

Base: Q.

Users of Facebook (473) In a typical week, how many times would you use Facebook/LinkedIn/Twitter/MySpace?

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Sensis Social Media Report

Time spent on social networking sites


On average, Facebook users spend around 20 minutes on the site each time they access it. If the average time spent is multiplied by the average number of usage occasions, the typical user would spend more than 5 hours per week on the site. LinkedIn, Twitter and MySpace users tend to spend less time when logged on to these sites, averaging around 12 minutes per visit.

Time spent on social networking sites


Proportion Average time spent on each usage occasion Up to 2 minutes 3 to 5 minutes 17% 25% 17% 13% 6 to 10 minutes 22% 10% 22% 19% 11 to 15 minutes 15% 17% 19% 8% 16 to 30 minutes 19% 16% 8% 13% Over 30 minutes 22% 11% 6% 19% Average time (mins) 21.1 13.1 11.4 14.8

Site
Facebook LinkedIn Twitter

who use

97% 9% 8% 4%

5% 19% 29% 28%

Myspace
Base: Q.

Users of social media (490) And roughly how long would you spend each time you use Facebook/LinkedIn/Twitter/MySpace?

Number of friends, contacts or followers


Across all social networking users, the average number of friends, contact or followers falls at 217, with more than 50% claiming to have more than 100 contacts in their network. Females have marginally more contacts than males, but there are big differences across the age group varying from the low of 117 for the 65+ to a high of 353 for the 14-19 year olds.

Number of friends, contacts or followers


Male (224) Female (266) 12% 9% 18% 20% 37% 3% 224 14-19 (92) 1% 1% 5% 18% 68% 7% 353 20-29 (130) 2% 3% 13% 34% 42% 7% 257 30-39 (94) 4% 9% 33% 17% 33% 5% 209 40-49 (78) 28% 21% 21% 16% 11% 3% 127 50-64 (58) 19% 21% 15% 19% 19% 7% 155 65+ (38) 44% 24% 14% 13% 2% 3% 117

Up to 20 21 to 50 51 to 100 101 to 200 Over 200 Dont Know 6%

12% 11% 18% 21% 33%

11% 12% 17% 23% 28% 9% 209

average = 217

Base: Q.

Users of social media (490) How many different friends, contacts or followers do you have on all your social networking sites?

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Sensis Social Media Report

Number of friends, contacts or followers by location


Analysis by location reveals that those in NSW and Victoria have the largest number of friends, contacts or followers.

Average number of friends, followers or contacts by location


Total New South Wales Victoria Queensland South Australia Western Australia Tasmania Northen Territory A.C.T. Metro Non-metro Base: Q. 200 160 161 166 233 143 178 215 217 235 241

Users of social media (490) How many different friends, contacts or followers do you have on all your social networking sites?

Number of Twitter accounts followed


On average, Twitter users follow 35 accounts.

Number of Twitter Accounts Followed


Up to 5 6 to 10 11 to 20 21 to 50 Over 50 Dont know Average = 35 Base: Q. Users of Twitter (38) Approximately how many Twitter accounts do you follow? 13% 14% 20% 20% 16% 18%

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Sensis Social Media Report

Devices used to access social media


Around 6 in 10 use desktops or laptops to access their social media sites, with 34% using a smart phone and around 1 in 20 using an iPod Touch-type device or a tablet. Among the 14-19 year olds, a high 52% access via smart phone the equivalent to the proportion accessing sites through a desktop and almost as much as the proportion accessing through a laptop computer.

Devices used to access social media


Male (224) Female (266) 57% 62% 31% 7% 6% 2% 14-19 (92) 52% 61% 52% 10% 2% 2% 20-29 (130) 52% 70% 42% 5% 3% 3% 30-39 (94) 57% 59% 37% 4% 5% 0% 40-49 (78) 66% 54% 23% 2% 5% 0% 50-64 (58) 75% 59% 22% 7% 8% 0% 65+ (38) 81% 24% 0% 3% 3% 0%

Desktop computer Laptop computer Smart Phone iPod Touch or similar iPad or other tablet Other Base: Q. 5% 4% 1% 34%

60% 50%

65% 54% 36% 3% 1% 0%

Users of social media (490) What devices do you use to access social network sites?

Where are social networking sites used?


Most (97%) access sites at home, most often in the living room or study, and frequently in the bedroom. Around 1 in 5 access them at work and 10% at school or college. Quite a high proportion access sites while they are on the go at restaurants, bars, parties, on public transport, in the car or at sporting events.

Locations where sites are used


At home At work Restaurants, bars, parties At school or college On public transport In the car At sporting events Base: Q. Q. 22% 11% 10% 10% 10% 8% 97%

Where in the home sites are used


Lounge / living room Study Bedroom Kitchen Bathroom Other 11% 4% 5% 31% 48% 47%

All social media users (490) Base: Users of social media sites at home (474) Where do you use social networking sites either on your computer or mobile device? Where would you normally use these sites at home? In which rooms of the house?

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Sensis Social Media Report

Reasons for using social networking sites


The most common reason nominated for using social networking sites is catching up with friends or family. Photo or video sharing is clearly the number two use, while a high proportion also use to coordinate shared activities and find out about entertainment events. Other common usages include game playing and meeting new friends. Reasons for using social networking sites
To catch up with friends and family To share photographs or videos To co-ordinate parties or other shared activities To find out about entertainment events such as bands To play games To meet new friends To follow or find out about particular brands or businesses To find people with the same interests that you have To research holiday destinations or travel offers To research other products or services you might want to buy To follow brands or business to access special offers/ promotions To follow celebrities To provide reviews or write blogs about products or services To engage with a Government representative or department Base: Q. 6% 6% 5% 32% 26% 24% 18% 15% 14% 12% 12% 11% 56% 93%

Users of social media (490) For what reasons do you use social networking sites? Remember, we are talking about sites such as Facebook or Twitter and not the Internet in general. For which of these reasons do you use these types of sites?

In this chart, we compare reasons for use across the genders and age groups. Females tend to nominate almost all of these usage reasons more frequently than males with the most significant difference being sharing photos or videos, which is nominated by 65% of females and only 45% of males. On average, females nominate 3.6 different reasons for using social networking sites compared with just 2.8 for males. The younger age groups also use them for a larger variety of reasons. For example, we note that the 14-19 year olds are more than twice as likely than average to find out about entertainment. 14-19 year olds also have a much stronger than average tendency to use sites to co-ordinate activities, play games, and meet new friends. Average number of usage reasons
Total Male Female 14-19 20-29 30-39 40-49 50-64 65+ 2.2 2.8 2.7 3.0 3.8 2.8 3.6 4.3 3.3

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Sensis Social Media Report Reasons for using social networking sites
Total Male Female 14-19 20-29 30-39 40-49 50-64 (266) 96% (92) 99% (130) 92% (94) 95% (78) 91% (58) 92% 65+ (38) 80% (490) (224) To catch up with friends and family 93% 89%

To share photographs or videos

56%

45%

65%

54%

66%

45%

52%

64%

54%

To co-ordinate parties or other shared activities To find out about entertainment events such as bands, shows or movies To play games

32%

27%

36%

53%

58%

28%

6%

11%

5%

26%

23%

29%

56%

37%

16%

15%

10%

5%

24%

20%

27%

37%

30%

26%

18%

11%

6%

To meet new friends To follow or find out about particular brands or businesses in general To find people with the same interests that you have To research holiday destinations or travel offers To research other products or services you might want to buy To follow particular brands or business to access special offers and promotions To follow celebrities To provide reviews or write blogs about products or services you have bought To engage with a Government representative or department

18%

15%

20%

31%

21%

16%

10%

9%

18%

15%

13%

17%

20%

15%

17%

14%

14%

1%

14%

13%

14%

20%

9%

14%

18%

11%

14%

12%

10%

13%

13%

11%

5%

16%

15%

17%

12%

8%

15%

17%

9%

9%

12%

17%

9%

11%

7%

13%

13%

11%

9%

12%

12%

2%

6%

4%

6%

12%

6%

6%

2%

0%

3%

6%

8%

5%

4%

7%

9%

7%

4%

3%

5%

2%

7%

4%

3%

6%

9%

2%

3%

Base: Q.

Users of social media (490) For what reasons do you use social networking sites? Remember, we are talking about sites such as Facebook or Twitter and not the Internet in general. For which of these reasons do you use these types of sites?

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Sensis Social Media Report

Types of products or services researched on social networking sites


The 12% who use social networking sites for researching products or services were asked which particular items they were looking for. Fashion and electrical goods top the list, followed by things for the home, computing equipment and music.

Products or services researched on social networking sites


Clothing / fashion Electrical goods Furniture / things for the home Computers / software Music Computer games Software Cars Books Videos Sports / recreation equipment Beauty / cosmetic products Special interest Entertainment / events Other Base: Q. 9% 8% 7% 5% 4% 4% 4% 4% 4% 18% 21% 19% 28% 39% 42%

Use social networking sites to research products or services (60) You mentioned that you use social networking sites to research products or services you might want to buy? What types of products or services would you mainly look for?

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Sensis Social Media Report

Last search occasion


The research also looked at the last search occasion and found that clothing, travel and music were the most commonly searched items on social networking sites. 79% of searches were solely conducted on a computer and 6% solely on a mobile device. 8% searched using both of these options. 36% of searches resulted in a purchase, 70% of which were made online.

What was looked for?


Clothing / fashion Holiday / travel / accommodation Music Entertainment Electrical goods Computers / software Computer games Cars Hardware / tools Food / dining Maternity / childrens products Cosmetics / beauty Other 8% 6% 4% 2% 2% 2% 2% 2% 2% 14% 15% 13% 20%

How was the research conducted?


Computer Mobile device Both Neither 6% 8% 8% 79%

What was the outcome?

No purchase 64%

Purchase 36%

Bought online 70% Base: Q. Q. Q.

Bought offline 30%

Ever research travel/entertainment/products/services on social networking sites (490) Thinking about the last time you used social networking sites to research something you might want to buy, what type of product or service were you looking for? Did you do that research on a computer or a mobile device? Did that research lead to a purchase? Was that purchase made online?

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Sensis Social Media Report

Brands or businesses followed on Twitter


Among the Twitter users in the sample, 36% follow brands or businesses on Twitter. The most commonly followed categories are food/dining and TV shows.

Types of brands/business followed on Twitter


None followed Food / dining TV shows Work / profession related Sport / sporting clubs ABC / ABC news Others Base: Q. Q. 1% 22% 4% 4% 11% 8% 64%

Use Twitter (38) Do you follow any particular brand or businesses in Twitter? What type of brands or businesses do you like to follow?

Social networking groups associated with businesses or brands


1 in 5 social networking site users follow social networking groups associated with businesses or brands. Females are little more likely to do so than males and 14-19 year olds are the most avid followers in this category. Tasmanians are more likely than average to use these networks. Proportion who follow social networking groups associated with businesses or brands
Total Male Female 14-19 20-29 30-39 40-49 50-64 65+ 7% 8% 22% 20% 23% 15% 23% 30% 20% Total New South Wales Victoria Queensland South Australia Western Australia Tasmania Northern Territory A.C.T. Metro Non-metro Base: Q. All social networking users (490) Do you follow any social networking group associated with any particular business or brand? 11% 21% 20% 20% 15% 14% 13% 39% 20% 22% 23%

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Sensis Social Media Report

What do consumers want from businesses or brands followed?


Discounts are the most commonly sought after items required from businesses or brands followed on social networking sites. Giveaways, invitations to events and general product information are also sought by a sizeable proportion of followers.

What do consumers want from businesses or brands followed?


Discounts Give-aways Invitation to events Product information Coupons Information about the company Feedback forums None of these Base: Q. 32% 32% 30% 36% 41% 41% 45% 57%

Users of social media (490) Which of these things would you like to get from businesses or brands you might follow on social media?

Advertising on social networking sites


While more are likely to agree than disagree that they are happy to see advertising on social networking sites, a clear majority claim to take no notice of ads they see and almost half say they never really notice them. Just under 1 in 3 sometimes click on ads to find out more, but about a quarter say that they are turned off by companies or brands that try to reach them through advertising on social networking sites.

Attitudes towards advertising on social networking sites


I take no notice of the ads on social networking sites Im quite happy to see ads on social networking sites I never really notice ads on social networking sites I sometimes click on ads I see on social networking sites to find out more Im turned off by companies/brands that advertise on social networking sites 59% 49% 46% 29% 6% 26%
Agree

12% 25% 12%

29% 26% 42%

65% 50%
Disagree

24%
Neutral

Base: Q.

Users of social networking sites (490) How do you feel about businesses or brands advertising on social networking sites. Do you agree or disagree (or have no opinion either way) with the following statements?

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Sensis Social Media Report

Group buying sites usage


12% of social media users access group buying sites, with the 40-49 year olds most likely to do so. Usage is relatively low in South Australia, Tasmania and the Territories. Cudo is the most commonly accessed site followed by Scoopon, Spreets and Jump on it. Proportion who use sites
Total Male Female 14-19 20-29 30-39 40-49 50-64 65+ New South Wales Victoria Queensland South Australia Western Australia Tasmania Northern Territory A.C.T. Metro Non-metro 9% 1% 0% 13% Base: Q. Users of social media (490) Do you use any of the following group buying sites? 3% 5% 14% Base: 9% 10% 10% 13% 16% 7% 20% 9% 13% 10% 13% 12% Cudo Scoopon Spreets Jump on it Living Social Zoupon E-Bay Catch of The Day Zazz Daily Deals Stardeals Deals Direct Other 18% 17% 13% 12% 11% 6% 4% 3% 2% 2% 15% 25%

Sites used
43%

Users of group buying sites (49)

Frequency of use and time spent on group buying sites


Those who access group buying sites do so, on average, about 6 times a week, although over half restrict their visits to less than 3 times a week. On average, those who access group buying sites spend around 30 minutes per visit. Number of times used per week
Less than 1 1 to 2 3 to 5 6 to 10 11 to 19 Over 20 Cant say Base: Q. Q. 1% 2% Average times per week (5.6) 15% Average time spent per occasion (13.4) 10% 15% 14% 44%

Time spent per usage occasion (mins)


Up to 2 minutes 3 to 5 minutes 6 to 15 minutes Over 15 minutes Dont know 13% 21% 19% 21% 26%

Use group buying sites (49) In a typical week, how many times would you use a group buying site? And, roughly, how long would you spend each time you use a group buying site?

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Sensis Social Media Report

Provision of online ratings


27% of Internet users have provided/provide online ratings. On average, those who do provide ratings provided 10 ratings in the previous year. Accommodation, restaurants/bars, movies, stores and mobile apps were most commonly rated.

Proportion who ever provide online ratings


Total Male Female 14-19 20-29 30-39 40-49 50-64 65+ Base: All internet users (803) 24% 24% 26% 28% 31% 27% 28% 26% 27%

Number of ratings provided last year


None 1 to 2 3 to 5 6 to 10 Over 10 Average = 10 19% 21% 3% 29% 27%

Base:

Read online reviews or blogs (510)

Products or services rated


Hotels/Motels Restaurants/bars Movies Stores Mobile Apps Electronics E-bay Automotive Telecommunication Online services Computer Bands/music Clothing/fashion Retail items/products Books/literature Base: Q 7% 7% 6% 5% 5% 5% 4% 4% 4% 3% 11% 10% 15% 15% 21%

Ever provide online ratings (194)

Q. Q.

Now some questions on online ratings where you go on to a companys website to rate a particular product, service or entertainment by giving it a score out of 10 or a star rating of some kind. Do you ever provide these types of online ratings? For what types of products or services have you provided online ratings? And, in the last year, how many times do you think you would have provided an online rating?

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Sensis Social Media Report

Use of online reviews or blogs


63% of all Internet users have read/do read online reviews or blogs with 20-29 year olds and 4049 year olds the most likely to do so. On average, people would expect to read 6 reviews before making a purchase decision.

Proportion who ever read online reviews or blogs


Total Male Female 14-19 20-29 30-39 40-49 50-64 65+ Base: Q Q. 44% 56% 65% 72% 63% 65% 61% 62% 75%

Number of reviews or blogs expected to read


1 to 2 3 to 5 6 to 10 Over 10 Dont know 5% 6% Average = 6 27% 16% 45%

All internet users (803) Base: Read online reviews or blogs (510) Do you ever read online reviews or blogs to find out what other people think about products or services you might be interested in? Approximately how many reviews would you expect to read before you make a decision?

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Sensis Social Media Report

Posting of online reviews or blogs


In contrast to the 63% who read reviews, only 24% ever post reviews or blogs on the Internet. Among those who do provide reviews, the average number provided in the last year was 7. Reviews of hotels/motels, restaurants/bars and computer equipment were most commonly reviewed.

Proportion who ever post online reviews or blogs


Total Male Female 14-19 20-29 30-39 40-49 50-64 65+ Base: All internet users (803) 21% 21% 25% 21% 23% 23% 29% 24% 26%

Number of reviews provided last year


None 1 2 3 to 5 6 to 10 Over 10 Average = 7 19% 14% 13% 7% 22% 25%

Base:

Ever provide online reviews (187)

Products or services reviewed


Hotel/motels Restaurants/bars Computer equipment/services Movies Bands/music Electronics Stores White Goods Holiday Destinations Personal grooming products Mobile apps Computer games Automotive Transport Telecommunications/services/pro... Clothing/fashion items/accessories Base: 13% 13% 10% 10% 8% 7% 7% 6% 5% 4% 4% 4% 4% 3% 3% 25%

Ever provide online reviews (187)

Q Q. Q.

Have you ever posted an online review or blog, where you provide your thoughts or opinions on products, services, entertainment and so forth? For what types of products or services have you provided online reviews or blogs? And, in the last year, how many times do you think you would have posted an online review or blog?

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Sensis Social Media Report

Use and posting of online reviews or blogs by location


The proportion who read online reviews varies little by location, although those in Tasmania appear to be more likely to post online reviews.

Ever read online review or blog


Total NSW VIC QLD SA Wa TAS NT ACT Metro Non-metro Base: Q Q 63% 63% 60% 63% 64% 69% 67% 68% 66% 64% 61%

Ever post online review or blog


Total NSW VIC QLD SA Wa TAS NT ACT Metro Non-metro 24% 21% 23% 26% 21% 27% 37% 28% 26% 23% 26%

All Internet users (803) Do you ever read online reviews or blogs to find out what other people think about products or services you might be interested in? Have you ever posted an online review or blog, where you provide your thoughts or opinions on products, services, entertainment and so forth?

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Sensis Social Media Report

Australian businesses and social media

Section 2

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Sensis Social Media Report

Use of social media - summary


Some 14% of small businesses, 25% of medium businesses and 50% of large businesses currently claim to have a social media presence. Facebook dominates in all three categories with Twitter also playing an important part, particularly for medium and large businesses. LinkedIn and blogs are also used by a sizeable minority of large businesses.

Proportion who have social media presence


50%

What does social media presence include?


Small (232) Facebook page Twitter 79% 26% 12% 9% 7% 5% 3% Medium (58) 88% 44% 6% 12% 7% 4% 8% Large (76) 83% 68% 29% 25% 12% 3% 3%

25% 14%

LinkedIn Blog Two-way forum Rating system

Small Medium Large


Base: Q. Q.

MySpace

Total sample (1481) / (312) / (151) Base: Have social media presence Does your business have a social media presence? This might include having a Facebook page, being active on Twitter, MySpace or LinkedIn, having a blog, hosting forums or having a social media based rating system? What does your social media presence include?

Use of social media by business category (small/medium)


The below chart analyses use of social media by business sector and shows the personal services and accommodation/restaurant sectors to be most active.

Proportion who have social media presence


Cultural, Recreational and Personal Accommodation, Cafes and Restaurant Transport/Storage Retail Trade Communication Property & Business Services Wholesale Trade Finance and Insurance Manufacturing Building/Construction Health and Community Serices Base: Q. 5% 4% 10% 9% 14% 14% 13% 18% 33% 41%

Total sample (1793) Does your business have a social media presence? This might include having a Facebook page, being active on Twitter, MySpace or LinkedIn, having a blog, hosting forums or having a social media based rating system?

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Sensis Social Media Report

Use of social media by location (small/medium)


Social media usage by businesses peaks in Queensland and the ACT.

Proportion who have social media presence


Total NSW VIC QLD SA Wa TAS NT ACT Metro Non-metro Base: Q. 15% 15% 12% 15% 20% 11% 14% 14% 14% 20% 15%

Total sample (1793) Does your business have a social media presence? This might include having a Facebook page, being active on Twitter, MySpace or LinkedIn, having a blog, hosting forums or having a social media based rating system?

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Sensis Social Media Report

Business investment in social media


65% of small businesses involved with social media have made some financial investment in it. While many are not sure what the investment is, most of those who do answer report an amount of $5,000 or less with an average of $2,050. 81% of medium business social media users have invested in social media although, again, over a fifth are unable to nominate an amount. Most of those who do give an answer report an amount between $1,000 and $50,000 with an average of $6,500. 86% of large business social media users have invested financially, but a very high 47% cant nominate the amount. The average nominated expenditure falls at close to $80,000. Small
Nothing Up to $500 $501 to $1,000 $1,001 to $5,000 $5,001 to $10,000 $10,001 to $10,000 35% 16% 9% 11% 3% 3%

Medium
Nothing Up to $500 $501 to $1,000 $1,001 to $5,000 $5,001 to $10,000 $10,001 to $50,000 2% 9% 21% 14% 12% 19%

Large
Nothing Up to $5,000 $5,001 to $20,000 $20,001 to $50,000 $50,001 to $100,000 Over $100,000 Dont know 23% Average Mean = $78,750 14% 9% 11% 5% 5% 8% 47%

Over $5,0000 0% Dont know Average Mean = $2,050 Base: Q. 22%

Over $50,000 0% Dont know Average Mean = $6,500

Have a social media presence (232) / (58) / (76) Approximately, what is your current investment in social media? What do you spend a year?

Percentage of marketing budget allocated to social media


Social media represents an, as yet, small proportion of the marketing budget usually 5% or less. On average, small businesses who use social media allocate 8% of their budget to social media, while medium and large businesses allocate around 5%. Small
Nothing 1 to 2 percent 3 to 5 percent 6 to 10 percent 11 to 20 percent Over 20 percent 14% 6% 9% 10% 82% 27%

Medium
Nothing 1 to 2 percent 3 to 5 percent 6 to 10 percent 11 to 20 percent Over 20 percent 3% 3% 13% 27% 26% 27%

Large
Nothing 1 to 2 percent 3 to 5 percent 6 to 10 percent 11 to 20 percent 0% Over 20 percent 7% 18% 18% 25% 32%

Average Mean = 8.3% Base: Q.

Average Mean = 5.5%

Average Mean = 4.7%

Have a social media presence (Excludes Dont know) ) (173) / (43) / (56) Approximately what percentage of your marketing budget is allocated to social media?

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Sensis Social Media Report

Uses of social media


The most common use of social media across all three business categories is to invite online comments, ratings or reviews on average, about 70% do so. Use for two-way communication with clients or contacts is the second most common usage category ahead of providing incentives via social media. 29% of small, 49% of medium, and 28% of large businesses who engage in social media offer incentives. Most commonly these are discounts, giveaways or coupons.

Use social media for two-way communication with clients and contacts
79% 64% 51%

Invite online comments, ratings or reviews on social media sites


76% 70% 63%

Offer incentives to consumers via social media

49% 29% 28%

Small Medium Large

Small Medium Large

Small Medium Large

Types of incentives provided


Base: Offer incentives Discounts Giveaways Coupons Competitions Service Invitations to events
Base: Q. Q. Q.

Small (70) 61% 30% 15% 11% 15% 3%

Medium (22) 67% 44% 27% 2% 27% 8%

Large (21) 57% 81% 19% 14% 19%

Have a social media presence (232) / (58) / (76) Do you use your social media channels to engage in two-way communication with your customers and contacts? Do you offer incentives to consumers via your social media presence? What sort of incentives do you offer? Do you invite online comments, ratings or reviews on your business or products?

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Sensis Social Media Report

Who is responsible for a business social media presence?


In small businesses, the owner or manager is almost invariably responsible for the social media presence. In medium and large businesses, this responsibility sits more often with the marketing department.

Small
Owner/manager Marketing dept. External firm IT dept. Comms dept. Base: Q. 10% 4% 2% 2% 82%

Medium
Marketing dept. Owner/manager External firm IT dept. 6% 6% 52% 36% Marketing dept. Owner/manager External firm

Large
74% 17% 1%

IT dept. 0% Comms dept. 0%

Comms dept. 0%

Have a social media presence (232) / (58) / (76) Which department has overall responsibility for your social media presence?

How is traffic driven to a business social media presence?


70% of small business have some form of strategy to drive people to social media sites most often a link on their website. 80% of medium businesses have a strategy and, again, website links play the most significant part. For large businesses, 83% have a strategy with website links used by around one-half.

Means of driving traffic to social media presence


Small (232) None no strategy to drive traffic Have links on our website to our social media site Advertise on other websites Word of mouth/networking Advertise our online presence in traditional media Include links in directories Other
Base: Q. Have social media presence How do you drive traffic to your social media presence?

Medium (58) 22% 32% 21% 7% 7% 2% 13%

Large (76) 17% 53% 21% 0% 22% 11% 49%

30% 30% 15% 11% 9% 7% 9%

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Sensis Social Media Report

Expectations for the next 12 months


There is a clear indication that those who currently have a social media presence are likely to increase their expenditure on this in the year to come, with a net 22% of small, 55% of medium, and 65% of large businesses expecting an increase. Most expect that social media investment will contribute to an increase in sales over the next 12 months with the average expectation for increase being around 10% for SMEs and 4% for larger businesses

Expectations for social media expenditure


Small (232) Spend more Spend the same Spend less Dont know Net balance
(spend more minus spend less)

Medium (58)
56% 43% 1%

Large (76)
66% 30% 1%

27% 62% 5%

6% +22%

1% +55%

2% +65%

Base: Q.

Have social media presence Thinking about your total planned investment in social media for the next 12 months, are you planning to spend more/spend the same/spend less/dont know?

Do they believe that social media investment will contribute to an increase in sales?
Small (232) Yes No Average expected increase
Base: Q.
97% 9% 8%

Medium (58)
98% 14% 10%

Large (76)
97% 8% 5%

Have social media presence Do you believe that your social media investment will contribute to an increase in sales in the next 12 months?

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Sensis Social Media Report

About Sensis
Sensis helps Australians find, buy and sell. Our integrated network of local search and digital marketing solutions delivers real, measurable business leads to Australian businesses. Sensis multichannel network includes Yellow Pages, White Pages, the 1234 and 12456 Call Connect voice services, Whereis digital mapping solutions, the Sensis Digital Media advertising business, and requestfor-quote service, Quotify. This increasingly diverse network spans print, online, voice, mobile, iPhone, iPad, Android, Telstras T-Hub and satellite navigation, and information can also be shared from online to mobile and social networking sites. Sensis helps ensure our advertisers are found by more customers than ever by managing their presence across a growing number of advertising platforms including search engines such as Google, Bing and Yahoo! Sensis Pty Ltd 222 Lonsdale Street, Melbourne VIC 3000 Tel: + 61 3 8653 5000 | Twitter: @Sensis_au | www.about.sensis.com.au

About AIMIA
The Australian Interactive Media Industry Association (AIMIA) is the peak body for the digital industry in Australia. It was founded in 1992. AIMIAs membership represents the full spectrum of the digital industry. Our members range from Australias top digital media powerhouses, including the ABC, Sensis, Yahoo!, Google, Bigpond, Foxtel, Disney, ninemsn and Fairfax Digital, to the countrys best know digital advertising, mobile content and applications, online banking, e-commerce, web development and social media companies. AIMIA exists to: Deliver services and initiatives that help AIMIA members grow their business and support the growth of the digital industry at large Develop and grow the markets for AIMIA members services and products Identify and develop export opportunities for AIMIA members Represent AIMIA members and the digital industry nationally and internationally with government, education, media and the broader business community. AIMIA L2, 295-301 Pitt Street, Sydney NSW 2000 Tel: + 61 2 9248 7900 | Twitter:@amianational | www.aimia.com.au

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