Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Social Networking - US - June 2014

“Social advertising spend is on the rise and shows no sign of slowing down. While display ads still play a key role in terms of brand awareness and new product discovery, getting the most out of social media marketing requires a greater emphasis on aiding networkers in conducting deeper research and helping them find information that is truly relevant to their needs.”
– Bryant Harland, Technology Analyst

This report answers the following questions;

  • Is social media advertising delivering a return?
  • What is social media’s role in brand engagement and awareness?
  • Reaching the infrequent social media user
  • Individuals with children in household more like to use social media daily

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                    • Degrees of social media usage
                      • Degree of social media interaction
                      • Executive Summary

                        • Overview
                          • The market
                            • Figure 1: Daily social media usage, March 2014
                            • Figure 2: Weekly social media usage, March 2014
                          • The consumer
                            • Figure 3: Any consumer interaction with companies on social media, by gender and age, March 2014
                            • Figure 4: Consumers’ product and brand research habits, March 2014
                          • What we think
                          • Issues and Insights

                              • Is social media advertising delivering a return?
                                • The issues
                                  • The implications
                                    • What is social media’s role in brand engagement and awareness?
                                      • The issues
                                        • The implications
                                          • Reaching the infrequent social media user
                                            • The issues
                                              • The implications
                                                • Individuals with children in household more like to use social media daily
                                                  • The issues
                                                    • The implications
                                                    • Trend Applications

                                                        • Trend: Prove It
                                                          • Trend: Switch Off
                                                            • Trend: Collective Intelligence
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Native social advertising growth outpaces social display ad growth
                                                                  • Figure 5: US Social display ad spend vs Native display ad spend (billions), selected years, 2013-18
                                                                • Mobile the biggest area of growth for digital advertising
                                                                  • Figure 6: Mobile and desktop digital ad spending (billions), 2012-18
                                                              • Market Drivers

                                                                • Key points
                                                                  • Internet access expands across the globe, speed increases in the US
                                                                    • Figure 7: Websites vised daily, by device used most often to visit a social media site, March 2014
                                                                    • Figure 8: US Residential internet connections (in millions) at least 3 Mbps downstream and 768 Kbps upstream, 2008-12
                                                                  • Even more consumers increase mobile connection speeds
                                                                    • Smartphone hardware penetration continues to grow as costs decline
                                                                      • Figure 9: US manufacturer sales of smartphones, 2007-13
                                                                    • Pressure mounts from privacy advocates and legislators
                                                                    • Competitive Context

                                                                      • Key points
                                                                        • Fighting for consumers’ time
                                                                          • Consumers’ desire to disconnect
                                                                            • Figure 10: Ways in which the internet is integrated into respondents’ lives, by social media/networking websites – how often, April 2013-December 2013
                                                                        • Leading Companies

                                                                          • Key points
                                                                            • Major players
                                                                              • Facebook
                                                                                • YouTube
                                                                                  • Google+
                                                                                    • LinkedIn
                                                                                      • Twitter
                                                                                        • Instagram
                                                                                          • Pinterest
                                                                                            • Potential industry disruptors
                                                                                              • Snapchat
                                                                                                • Polyvore
                                                                                                • Innovations and Innovators

                                                                                                  • adidas creates its own social game
                                                                                                    • Figure 11: Fast or Fail start screen, March 2014
                                                                                                  • Land Rover launches its own social platform
                                                                                                    • Figure 12: Land Rover Hibernot homepage, March 2014
                                                                                                  • IBM: Let them have data
                                                                                                    • eBay’s “Smart Hashtags”
                                                                                                      • Nuzzel: Social buzz-based content curation
                                                                                                        • Figure 13: Nuzzel homepage March 2014
                                                                                                      • Delta and LinkedIn partner up to provide access to innovation
                                                                                                        • AVG uses Facebook data to build a new app
                                                                                                        • Marketing Strategies

                                                                                                          • Overview of the brand landscape
                                                                                                            • Organizations take control of their news
                                                                                                              • Figure 14: Crew of the Soyuz spacecraft October 2012
                                                                                                            • Brands engage in social debate
                                                                                                              • Figure 15: Dove “Real Beauty Sketches” April 2013
                                                                                                            • Does viral always mean valuable?
                                                                                                              • Figure 16: Volvo Trucks “The Epic Split feat. Van Damme (live Test 6)” November 2013
                                                                                                              • Figure 17: Volvo Trucks “The Hook (Live Test 4)” September 2013
                                                                                                            • Automated responses lead to social marketing gone awry
                                                                                                            • The Role of the Internet, Social Media in Consumers’ Research Habits

                                                                                                              • Key points
                                                                                                                • Consumers’ internet research habits and other media
                                                                                                                    • Figure 18: The internet’s impact on consumer research habits, by age, April 2013-December 2013
                                                                                                                  • Internet research more prevalent among higher-income households
                                                                                                                    • Figure 19: The internet’s impact on consumer research habits, by household income, April 2013-December 2013
                                                                                                                  • Social media users are hunting for information
                                                                                                                      • Figure 20: The internet’s impact on consumer research habits, by frequency of visiting social media/networking websites, April 2013-December 2013
                                                                                                                      • Figure 21: Frequency of using any social media, by gender and age, April 2013-December 2013
                                                                                                                      • Figure 22: Consumer interaction with product and company content on social media, by gender and age, April 2013-December 2013
                                                                                                                    • The impact of user reviews
                                                                                                                        • Figure 23: Consumer interaction with product and company content on social media, by age, April 2013-December 2013
                                                                                                                    • Social Media in Context

                                                                                                                      • Key points
                                                                                                                        • Social media usage and frequency of visitation rising
                                                                                                                          • Figure 24: Incidence of social media usage, April 2011-December 2013
                                                                                                                          • Figure 25: Frequency of using social media, April 2011-December 2013
                                                                                                                      • Social Media Usage Frequency by Website

                                                                                                                        • Key points
                                                                                                                          • Consumer social media usage frequency – Facebook leads daily visitation
                                                                                                                            • Figure 26: usage of social media websites, March 2014
                                                                                                                          • Young men are active across numerous networks
                                                                                                                            • Figure 27: Daily usage of social media websites, by gender and age, March 2014
                                                                                                                          • Frequency of interaction on social media
                                                                                                                            • Figure 28: Social network usage, March 2014
                                                                                                                          • Social media usage frequency and interaction with companies
                                                                                                                            • Figure 29: Social network interaction with friends, companies and organizations, March 2014
                                                                                                                        • Hardware Ownership of Social Networkers

                                                                                                                          • Key points
                                                                                                                            • Laptops lead as primary social media access devices
                                                                                                                              • Figure 30: Hardware used most often to access social media, March 2014
                                                                                                                            • Younger consumers split between smartphones and laptops as primary social media devices
                                                                                                                              • Figure 31: Hardware used most often to access social media, by gender and age, March 2014
                                                                                                                            • Smartphones rise in prominence as supplemental social media devices
                                                                                                                              • Figure 32: Hardware also used to access social media, by gender and age, March 2014
                                                                                                                            • Nearly one third of daily YouTube visitors use smartphones
                                                                                                                              • Figure 33: Hardware used most often to access social media, by visits to social media sites daily, March 2014
                                                                                                                            • Mobile device users and brand engagement
                                                                                                                              • Figure 34: Interaction with companies/organizations on social networks – Any use, by device used most often to visit a social media site, March 2014
                                                                                                                              • Figure 35: Interaction with companies/organizations on social networks – Advertisements, by device used most often to visit a social media site, March 2014
                                                                                                                          • Interaction with Companies/Organizations on Social Networks

                                                                                                                            • Key points
                                                                                                                              • Terms of engagement with companies and organizations
                                                                                                                                • Figure 36: Interaction with companies/organizations on social networks, by gender and age, March 2014
                                                                                                                              • Frequent social media users more likely to respond to social advertising
                                                                                                                                • Figure 37: Interaction with companies/organizations on social networks, by degree of interaction with friends, March 2014
                                                                                                                                • Figure 38: Source of product or company information by degree of social media usage, March 2014
                                                                                                                              • The presence of children in household increases tendency to interact with companies on social media
                                                                                                                                • Figure 39: Interaction with companies/organizations on social networks, by presence of children in household, March 2014
                                                                                                                              • Types of websites visited for product and company information
                                                                                                                                • Figure 40: Interaction with companies/organizations on social networks – Any use, by gender and age, March 2014
                                                                                                                              • Types of information used for product and company research
                                                                                                                                • Figure 41: Interaction with companies/organizations on social networks, March 2014
                                                                                                                              • High brand engagement increases tendency to conduct thorough research
                                                                                                                                • Figure 42: Interaction with companies/organizations on social networks, by interaction with companies/organizations on social networks, March 2014
                                                                                                                              • Independent and promoted customer reviews perform well across generations
                                                                                                                                • Figure 43: Types of websites visited for product and company information, by gender and age, March 2014
                                                                                                                              • Responses to company social media activity
                                                                                                                                • Figure 44: Interaction with companies/organizations on social networks, by gender and age, March 2014
                                                                                                                            • Use of Social Media in the Path to Purchase

                                                                                                                              • Key points
                                                                                                                                • Social media’s value beyond direct conversions
                                                                                                                                  • Figure 45: Use of social media in the path to purchase, by gender and age, March 2014
                                                                                                                                • Social media’s influence on product research and purchases
                                                                                                                                  • Figure 46: Interaction with companies/organizations on social networks, by use of social media in the path to purchase, March 2014
                                                                                                                              • Race and Hispanic Origin

                                                                                                                                • Key points
                                                                                                                                  • Asians spend the most time online and are most affected by the internet
                                                                                                                                    • Figure 47: Time spent on the internet for activities other than email, by race/Hispanic origin, April 2013-December 2013
                                                                                                                                    • Figure 48: Consumers’ internet research habits, by race/Hispanic origin, April 2013-December 2013
                                                                                                                                  • Asians are the most receptive to social advertising, Blacks most likely to follow companies
                                                                                                                                    • Figure 49: Consumer reactions to social media content, by race/Hispanic origin, April 2013-December 2013
                                                                                                                                  • Blacks and Hispanics are highly active on social media
                                                                                                                                    • Figure 50: Frequency of using social media, by race/Hispanic origin, April 2013-December 2013
                                                                                                                                  • Hispanics more receptive to branded social media interaction and advertising for product information
                                                                                                                                    • Figure 51: Interaction with companies/organizations on social networks, by race/Hispanic origin, March 2014
                                                                                                                                  • Hispanics more likely than non-Hispanics to use social media for product information
                                                                                                                                    • Figure 52: Brand and product research habits – product descriptions, by race/Hispanic origin, March 2014
                                                                                                                                  • Hispanics most likely to reach out to companies
                                                                                                                                    • Figure 53: Interaction with companies/organizations on social networks, by race/Hispanic origin, March 2014
                                                                                                                                • Consumer Segmentation

                                                                                                                                    • Degrees of social engagement: Heavy, moderate, and light social media users
                                                                                                                                      • Figure 54: Degree of social media usage, by age, March 2014
                                                                                                                                    • Frequent social networkers are more active across the internet
                                                                                                                                        • Figure 55: Degree of social media use by daily website visitation, March 2014
                                                                                                                                      • Social media influence on purchases declines significantly with low usage
                                                                                                                                          • Figure 56: Use of social media in path to purchase, by degree of social media usage, March 2014
                                                                                                                                        • Infrequent social media users and brand engagement
                                                                                                                                          • Figure 57: Types of social media interactions, by degree of social media use, March 2014
                                                                                                                                        • Infrequent networkers likely to interact with friends on social media
                                                                                                                                          • Figure 58: Types of websites visited for product and brand information by degree of social media use, March 2014
                                                                                                                                      • Appendix – Other Useful Consumer Tables

                                                                                                                                          • Figure 59: Incidence of social media usage, by age, April 2013-December 2013
                                                                                                                                          • Figure 60: Incidence of social media usage, by race/Hispanic origin, April 2013-December 2013
                                                                                                                                          • Figure 61: Incidence of social media usage, by household income, April 2013-December 2013
                                                                                                                                          • Figure 62: Incidence of social media usage, by moms with children in household, April 2013-December 2013
                                                                                                                                          • Figure 63: Frequency of using social media, by age, April 2013-December 2013
                                                                                                                                          • Figure 64: Frequency of using social media, by moms of children under age 18
                                                                                                                                          • Figure 65: Interest in following media on social networks based on type, by age, April 2013-December 2013
                                                                                                                                          • Figure 66: Interest in following media on social networks based on type, by race/Hispanic origin, April 2013-December 2013
                                                                                                                                          • Figure 67: Interest in following media on social networks based on type, by social media/networking websites-how often, April 2013-December 2013
                                                                                                                                        • Social media usage habits and opinions
                                                                                                                                          • Figure 68: Social media usage habits and opinions, by household income, April 2013-December 2013
                                                                                                                                          • Figure 69: Social media usage habits and opinions, by gender and age, April 2013-December 2013
                                                                                                                                          • Figure 70: Social media usage habits and opinions, by social media/networking websites-how often, April 2013-December 2013
                                                                                                                                        • Frequency of purchases made as a result of internet advertising
                                                                                                                                          • Figure 71: Frequency of purchases made in response to internet advertising, by age, April 2013-December 2013
                                                                                                                                          • Figure 72: Frequency of purchases made in response to internet advertising, April 2008-December 2013
                                                                                                                                        • Time spent on the internet
                                                                                                                                          • Figure 73: Time spent on the internet for activities other than email, by gender and age, April 2013-December 2013
                                                                                                                                        • Hardware used most often to access social media
                                                                                                                                          • Figure 74: Hardware used most often to access social media, by visits to social media sites daily..., March 2014
                                                                                                                                          • Figure 75: Hardware used most often to access social media, by visits to social media sites daily..., March 2014
                                                                                                                                        • Social network usage
                                                                                                                                          • Figure 76: Social network usage, March 2014
                                                                                                                                          • Figure 77: Social network usage – Degree of interaction with companies, by visits to social media sites daily..., March 2014
                                                                                                                                          • Figure 78: Social network usage – User groups, by device used most often to visit a social media site, March 2014
                                                                                                                                          • Figure 79: Social network usage – User groups, by research, reviews, and influence, March 2014
                                                                                                                                        • Interaction with companies/organizations on social networks
                                                                                                                                          • Figure 80: Interaction with companies/organizations on social networks, by gender and age, March 2014
                                                                                                                                          • Figure 81: Interaction with companies/organizations on social networks, by device used most often to visit a social media site, March 2014
                                                                                                                                          • Figure 82: Interaction with companies/organizations on social networks, by degree of interaction with friends, March 2014
                                                                                                                                          • Figure 83: Interaction with companies/organizations on social networks – Any use, by presence of children in household, March 2014
                                                                                                                                          • Figure 84: Interaction with companies/organizations on social networks – Any use, by device used most often to visit a social media site, March 2014
                                                                                                                                          • Figure 85: Interaction with companies/organizations on social networks – Any use, degree of interaction with friends, March 2014
                                                                                                                                          • Figure 86: Interaction with companies/organizations on social networks – Any use, by degree of interaction with companies, March 2014
                                                                                                                                          • Figure 87: Interaction with companies/organizations on social networks – Independent customer reviews, by gender and age, March 2014
                                                                                                                                          • Figure 88: Interaction with companies/organizations on social networks – Independent customer reviews, by race/Hispanic origin, March 2014
                                                                                                                                          • Figure 89: Sources of product and brand information by social media usage habits
                                                                                                                                          • Figure 90: Interaction with companies/organizations on social networks, by race/Hispanic origin, March 2014
                                                                                                                                          • Figure 91: Interaction with companies/organizations on social networks, by presence of children in household, March 2014
                                                                                                                                          • Figure 92: Interaction with companies/organizations on social networks, by device used most often to visit a social media site, March 2014
                                                                                                                                          • Figure 93: Interaction with companies/organizations on social networks, by degree of interaction with friends, March 2014
                                                                                                                                          • Figure 94: Interaction with companies/organizations on social networks, by use of social media in the path to purchase, March 2014
                                                                                                                                        • Use of social media in the path to purchase
                                                                                                                                          • Figure 95: Use of social media in the path to purchase, by household income, March 2014
                                                                                                                                          • Figure 96: Use of social media in the path to purchase, by race/Hispanic origin, March 2014
                                                                                                                                          • Figure 97: Use of social media in the path to purchase, by presence of children in household, March 2014
                                                                                                                                          • Figure 98: Use of social media in the path to purchase, by device used most often to visit a social media site, March 2014
                                                                                                                                        • Social media and other websites visited daily
                                                                                                                                          • Figure 99: Websites visited daily, by device used most often to visit a social media site, March 2014
                                                                                                                                      • Appendix – Trade Association

                                                                                                                                        Companies Covered

                                                                                                                                        • Bluefin
                                                                                                                                        • British Broadcasting Corporation (BBC)
                                                                                                                                        • Facebook, Inc.
                                                                                                                                        • Flickr
                                                                                                                                        • Google, Inc.
                                                                                                                                        • LinkedIn
                                                                                                                                        • Spiegel, Inc
                                                                                                                                        • Taco Bell Corp.
                                                                                                                                        • Twitter, Inc.
                                                                                                                                        • YouTube, Inc.

                                                                                                                                        Social Networking - US - June 2014

                                                                                                                                        £3,277.28 (Excl.Tax)