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Social Networking - US - May 2012

Global sales of ads on Facebook alone grew 69% in 2011, reaching $1.7 billion in the U.S., and are expected to reach $3.7 billion in 2012. The leading network also reported 37% growth in ad sales in the first quarter of 2012, based on its increasing membership and innovations in creating ads within a social context—ads it claims can be more persuasive than traditional media. Ad sales are likewise growing rapidly at Twitter and LinkedIn.

The scope of corporate response to social networking is tremendous. Per Facebook, each of the world’s 100 largest corporations participate on the site. However, ads on social networks may still be less important to brand engagement than below-the-line marketing, including profile pages, tweets, news feeds, social games, and blogs, and on social networks. This report examines how networkers connect with friends and brands in order to provide readers with best practices for social media marketing. Subjects covered include:

  • Usage: Which standard social networks and which specialty networks are used by which demographic group? How frequently are they used by each demographic?
  • Influence: Which groups have the most friends? Which demographics are more likely to propel electronic and in-person word-of-mouth through their networks?
  • Engagement: Which activities are accomplished most on social networks by different demographic groups? Which demographics follow the most brands, and the most entertainment properties, including music, movies, books, and games?
  • Devices of access: How do consumers split time spent on networks between phone, tablet, and PCs? How does usage change depending on the type of device being used? How will a transition to more mobile networking impact user behavior?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • The market
                        • Blossoming ad sales driven by unique platform
                          • Figure 1: Fan chart forecast of U.S. total social networking ad sales, 2006-16
                        • Facebook retains dramatic, possibly impenetrable lead over competition
                          • Figure 2: Any usage and daily usage of leading social networks and social services, January 2012
                        • Market factors
                          • Facebook retains room for growth
                            • More branding opps in blogs, image sharing, social news sites
                              • Enjoyment of posting multimedia content on the rise
                                • The consumer
                                  • Women much more engaged than men
                                    • Figure 3: Any usage of the main social network sites, by gender, January 2012
                                  • Networks still primarily a playground for the young
                                      • Figure 4: Enjoyment of posting multimedia content to social networks, by age, April 2011-November 2011
                                    • Blogging, pinning, social news, aggregation, and curation age dependent
                                      • Youngest adults have the most friends
                                        • Gap in number of friends expected to increase
                                          • Figure 5: Mean and median number of friends, by age on primary social network, January 2012
                                        • The few, the proud: Viral agents and brand advocates
                                          • Average Facebook user likes more than 20 brands
                                            • Recommendations more effective than ads
                                              • Consumers picking up pace on sweepstakes, samples, sponsored stories
                                                • Mobile networking on the upswing
                                                  • Men top women for mobile activity
                                                    • Popular set keen on mobile networking
                                                      • Pages for the popular, ads for the less influential
                                                        • News feeds from brands likely crowded among heaviest networkers
                                                          • Teen girls more engaged than boys, women
                                                            • Asians rock networks
                                                              • What we think
                                                              • Issues in the Market

                                                                  • Is it safe to focus social marketing on Facebook?
                                                                    • What is a social network?
                                                                      • Is the hacker ethic a positive long-term driver?
                                                                        • Facebook: death by a thousand pinpricks?
                                                                        • Insights and Opportunities

                                                                            • Measuring Klout
                                                                                • Figure 6: Klout usage, by age, January 2012
                                                                                • Figure 7: Klout usage, by social network usage, January 2012
                                                                              • Managing social marketing with Evivio
                                                                                • Practice makes perfect
                                                                                • Inspire Insights

                                                                                    • Inspire trend: Influentials
                                                                                      • Inspire trend: Snack society
                                                                                      • Market Size and Forecast

                                                                                        • Key points
                                                                                          • Sales soar in search of the superior ad format
                                                                                            • Figure 8: U.S. total social networking ad sales, at current prices, 2006-16
                                                                                            • Figure 9: U.S. total social networking ad sales, at inflation-adjusted prices, 2006-16
                                                                                          • Fan chart forecast
                                                                                              • Figure 10: Fan chart forecast of U.S. total social networking ad sales, 2006-16
                                                                                          • Market Drivers

                                                                                            • Orientation
                                                                                              • Key points
                                                                                                • Usage of social networks
                                                                                                  • Figure 11: Social network sites visited in past 30 days, April 2010-December 2010 vs. April 2011-November 2011
                                                                                                  • Figure 12: Social network sites visited in past 30 days, by gender, April 2011-November 2011
                                                                                                  • Figure 13: Social network sites visited in past 30 days, by age, April 2011-November 2011
                                                                                                  • Figure 14: Frequency of visits to social network sites, by age, April 2011-November 2011
                                                                                                • Enjoyment of posting
                                                                                                  • Figure 15: Interest in uploading personal content to social networks, April-December 2010 vs. April-November 2011
                                                                                                  • Figure 16: Interest in uploading personal content to social networks, by gender, April 2011-November 2011
                                                                                                  • Figure 17: Interest in uploading personal content to social networks, by age, April 2011-November 2011
                                                                                              • Competitive Context

                                                                                                • Key points
                                                                                                  • Slim share of total online ads growing annually
                                                                                                    • Figure 18: Social network share of total online ad sales, 2006-12
                                                                                                  • Limited means for reaching broad audience via competing web properties
                                                                                                    • Figure 19: YouTube use, by age, January 2012
                                                                                                • Innovations and Innovators

                                                                                                    • The social context advantage
                                                                                                      • Building Facebook’s social network into other services
                                                                                                        • Crowdsourcing flavors and names
                                                                                                          • Pinners and bloggers
                                                                                                            • Encouraging user reviews
                                                                                                              • The Facebook blitz
                                                                                                                • Targeting behavior groups on Facebook
                                                                                                                  • Cultivating loyalty among current fans
                                                                                                                    • Cause marketing on Facebook
                                                                                                                      • Rewarding viral behavior
                                                                                                                        • S-commerce
                                                                                                                          • SoLoMo and LBS
                                                                                                                            • Television tie-ins to mobile social networks
                                                                                                                              • The kitchen sink approach
                                                                                                                                • Building narratives for fictional characters
                                                                                                                                • Leading Companies

                                                                                                                                  • Key points
                                                                                                                                    • Facebook’s dominance
                                                                                                                                      • Figure 20: Any usage of the main social networks, January 2012
                                                                                                                                      • Figure 21: Frequency of usage of the main social networks, January 2012
                                                                                                                                      • Figure 22: Interrelations of any use of social network sites used, January 2012
                                                                                                                                      • Figure 23: Interrelations of daily use of social network sites used, January 2012
                                                                                                                                  • The Demographics of Usage

                                                                                                                                    • Key points
                                                                                                                                      • Traditional networks
                                                                                                                                        • Women, young, over index
                                                                                                                                          • Figure 24: Any usage of the main social network sites, by gender, January 2012
                                                                                                                                          • Figure 25: Daily usage of the main social network sites, by gender, January 2012
                                                                                                                                          • Figure 26: Any usage of the main social network sites, by age, January 2012
                                                                                                                                          • Figure 27: Daily usage of the main social network sites, by age, January 2012
                                                                                                                                          • Figure 28: Any usage of the main social network sites, by household income, January 2012
                                                                                                                                          • Figure 29: Daily usage of the main social network sites, by household income, January 2012
                                                                                                                                        • Specialty networks and features
                                                                                                                                          • Figure 30: Any usage and daily usage of specialty network sites, January 2012
                                                                                                                                          • Figure 31: Any usage of specialty network sites, by age, January 2012
                                                                                                                                      • Friends

                                                                                                                                        • Key points
                                                                                                                                          • Number of friends declines with age
                                                                                                                                            • Figure 32: Number of friends on main network, social network site users, by age, January 2012
                                                                                                                                            • Figure 33: Number of friends on main network, all respondents, by age, January 2012
                                                                                                                                          • Women have more friends
                                                                                                                                            • Figure 34: Number of friends on main network, all respondents, by gender, January 2012
                                                                                                                                            • Figure 35: Number of friends on main network, social network site users, by gender, January 2012
                                                                                                                                          • Highest and lowest income show greater number of friends
                                                                                                                                            • Figure 36: Number of friends of main network, by household income, January 2012
                                                                                                                                          • Friend gap likely to increase
                                                                                                                                            • Figure 37: Incidence of inviting and receiving invites from new friends on social networks, by age, April 2011-November 2011
                                                                                                                                            • Figure 38: Incidence of inviting and receiving invites from new friends on social networks, by gender, April 2011-November 2011
                                                                                                                                            • Figure 39: Incidence of inviting and receiving invites from new friends on social networks, by household income, April 2011-November 2011
                                                                                                                                        • Brand Engagement

                                                                                                                                          • Key points
                                                                                                                                            • One in five messengers, one in 10 ambassadors
                                                                                                                                              • Figure 40: Level of engagement/interaction with social networking sites, by gender, April 2011-November 2011
                                                                                                                                              • Figure 41: Level of engagement/interaction with social networking sites, by age, April 2011-November 2011
                                                                                                                                              • Figure 42: Level of engagement/interaction with social networking sites, by gender, April 2011-November 2011
                                                                                                                                              • Figure 43: Level of engagement/interaction with social networking sites, by household income, April 2011-November 2011
                                                                                                                                            • Connecting with brands, products, and entertainment via Facebook
                                                                                                                                              • Figure 44: Number of brands, products, entertainment properties liked on Facebook, January 2012
                                                                                                                                              • Figure 45: Liking of brands, products, and entertainment properties friended on Facebook, by age, January 2012
                                                                                                                                              • Figure 46: Number of brands, products, entertainment properties liked on Facebook, by age, January 2012
                                                                                                                                            • Conversion to purchasing
                                                                                                                                              • Figure 47: Purchasing products following exposure on social networks, April 2011-November 2011
                                                                                                                                              • Figure 48: Purchasing products following exposure on social networks, by age, April 2011-November 2011
                                                                                                                                              • Figure 49: Conversion to purchasing products following exposure on social networks, by gender, April 2011-November 2011
                                                                                                                                              • Figure 50: Conversion to purchasing products following exposure on social networks, by household income, April 2011-November 2011
                                                                                                                                            • Following brands in offline sample
                                                                                                                                              • Figure 51: Media followed on social networking sites, by age, April 2011-November 2011
                                                                                                                                          • How Networks are Used

                                                                                                                                            • Key points
                                                                                                                                              • Networkers pursue contests and samples
                                                                                                                                                • Networks inspire trials
                                                                                                                                                  • Women more engaged in brand-related behavior
                                                                                                                                                    • Figure 52: Activities conducted in past month on social networks, by gender, January 2012
                                                                                                                                                    • Figure 53: Activities conducted in past month on social networks, by age, January 2012
                                                                                                                                                • Mobile Networking

                                                                                                                                                  • Key points
                                                                                                                                                    • Usage: PC vs. phone vs. tablet
                                                                                                                                                      • PC at home remains primary connection
                                                                                                                                                        • Figure 54: Primary means of accessing social networks, by age, January 2012
                                                                                                                                                        • Figure 55: Use of PC to access social network in past month, by age, January 2012
                                                                                                                                                      • Mobile usage on the uptake
                                                                                                                                                        • Half network from phones
                                                                                                                                                          • Figure 56: Use of phone to access social network in past month, by age, January 2012
                                                                                                                                                          • Figure 57: Mobile use of social networks, by age, June 2011
                                                                                                                                                          • Figure 58: Use of tablet to access social network in past month, by age, January 2012
                                                                                                                                                        • Use of multiple devices for networking among offline sample
                                                                                                                                                          • Figure 59: Accessing social networks via multiple devices, by age, April 2011-November 2011
                                                                                                                                                          • Figure 60: Accessing social networks via multiple devices, by household income, April 2011-November 2011
                                                                                                                                                        • Twitter and dating sites used multiple times per day
                                                                                                                                                          • Figure 61: Frequency of usage of Twitter and dating networks, January 2012
                                                                                                                                                        • Checking in
                                                                                                                                                          • Figure 62: Frequency of usage of check-in sites, January 2012
                                                                                                                                                          • Figure 63: Daily usage of check-in sites, by age, January 2012
                                                                                                                                                          • Figure 64: Any usage of check-in sites, by age, January 2012
                                                                                                                                                          • Figure 65: Any usage of check-in sites, by gender, January 2012
                                                                                                                                                          • Figure 66: Specific social network activities conducted on phone vs. on tablet, January 2012
                                                                                                                                                          • Figure 67: Specific social network activities conducted on phone, by age, January 2012
                                                                                                                                                          • Figure 68: Specific social network activities conducted on tablet, by gender, January 2012
                                                                                                                                                      • Teens and Social Networking

                                                                                                                                                        • Key points
                                                                                                                                                          • Usage
                                                                                                                                                            • Figure 69: Teen usage of social networks, by gender and age, October 2010-November 2011
                                                                                                                                                            • Figure 70: Teen frequency of visits to social networks, by gender and age, October 2010-November 2011
                                                                                                                                                            • Figure 71: Main social websites visited by teens in past 30 days, December 2010 and November 2011
                                                                                                                                                            • Figure 72: Main social websites visited by teens in past 30 days, by gender and age, October 2010-November 2011
                                                                                                                                                          • Making friends
                                                                                                                                                            • Figure 73: Incidence of inviting and receiving invites from new friends on social networks among teens, by gender and age, October 2010-November 2011
                                                                                                                                                          • Engagement
                                                                                                                                                            • Figure 74: Level of engagement/interaction with social networking sites among teens, by gender and age, October 2010-November 2011
                                                                                                                                                          • Conversion to purchasing
                                                                                                                                                            • Figure 75: Purchasing products following exposure on social networks, among teens, by gender and age, October 2010-November 2011
                                                                                                                                                            • Figure 76: Accessing social networks via multiple devices among teens, by gender and age, October 2010-November 2011
                                                                                                                                                        • Impact of Race and Hispanic Origin

                                                                                                                                                          • Key points
                                                                                                                                                            • Network activity
                                                                                                                                                              • Figure 77: Social network sites visited in past 30 days, by race/Hispanic origin, April 2011-November 2011
                                                                                                                                                              • Figure 78: Interest in uploading content to social networks, by race/Hispanic origin, April 2011-November 2011
                                                                                                                                                              • Figure 79: Frequency of visits to social networks, by race/Hispanic origin, April 2011-November 2011
                                                                                                                                                              • Figure 80: Accessing social networks via multiple devices, by race/Hispanic origin, April 2011-November 2011
                                                                                                                                                              • Figure 81: Media followed on social networking sites, by race/Hispanic origin, April 2011-November 2011
                                                                                                                                                            • Brand advocacy
                                                                                                                                                              • Figure 82: Incidence of inviting and receiving invites from new friends on social networks, by race/Hispanic origin, April 2011-November 2011
                                                                                                                                                              • Figure 83: Level of engagement/interaction with social networking sites, by race/Hispanic origin, April 2011-November 2011
                                                                                                                                                              • Figure 84: Purchasing products following exposure on social networks, by race/Hispanic origin, April 2011-November 2011
                                                                                                                                                          • Impact of Millennials and the Number of Friends

                                                                                                                                                            • Key points
                                                                                                                                                              • Millennials by gender—men more on the go
                                                                                                                                                                • Figure 85: Primary means of accessing social networks, Millennials by gender, January 2012
                                                                                                                                                                • Figure 86: Use of PC to access social network in past month, Millennials by gender, January 2012
                                                                                                                                                                • Figure 87: Use of phone to access social network in past month, Millennials by gender, January 2012
                                                                                                                                                                • Figure 88: Use of tablet to access social network in past month, Millennials by gender, January 2012
                                                                                                                                                              • The impact of numbers of friends on social network activity
                                                                                                                                                                • Methods of access
                                                                                                                                                                  • Figure 89: Primary means of accessing social networks, by number of friends, January 2012
                                                                                                                                                                  • Figure 90: Use of phone to access social network in past month, by number of friends, January 2012
                                                                                                                                                                  • Figure 91: Use of tablet to access social network in past month, by number of friends, January 2012
                                                                                                                                                                • Participation in network activities
                                                                                                                                                                  • Figure 92: Specific social network activities conducted on phone, by number of friends on main network, January 2012
                                                                                                                                                                  • Figure 93: Activities conducted in past month on social networks, by number of friends, January 2012
                                                                                                                                                                • Checking in
                                                                                                                                                                  • Figure 94: Daily usage of check-in sites, by number of friends on main network, January 2012
                                                                                                                                                                • Liking and following brands
                                                                                                                                                                  • Figure 95: Number of entertainment properties friended on Facebook, by number of friends on main network, January 2012
                                                                                                                                                                  • Figure 96: Incidence of friending, and number of companies, brands, or products friended on Facebook, by number of friends on main network, January 2012
                                                                                                                                                              • Appendix—PC Ownership and Internet Access

                                                                                                                                                                • PC ownership
                                                                                                                                                                  • Personal PC penetration comes to a standstill
                                                                                                                                                                    • Figure 97: Personal PC ownership, 2009-11
                                                                                                                                                                    • Figure 98: Personal PC penetration, by age, February-September 2011
                                                                                                                                                                  • Household PC ownership more than 84%
                                                                                                                                                                    • Figure 99: Household computer ownership, by age, April 2011-November 2011
                                                                                                                                                                    • Figure 100: Household computer ownership, by household income, April 2011-November 2011
                                                                                                                                                                  • Number of PCs per household continues to rise
                                                                                                                                                                    • Figure 101: Number of computers owned at home, April 2010-December 2010 vs. April 2011-November 2011
                                                                                                                                                                    • Figure 102: Number of computers owned at home, by age, April 2011-November 2011
                                                                                                                                                                    • Figure 103: Number of computers owned at home, by household income, April 2011-November 2011
                                                                                                                                                                    • Figure 104: Types of computers owned desktop vs. laptop, by age, April 2011-November 2011
                                                                                                                                                                  • Internet access
                                                                                                                                                                    • Figure 105: Internet access at home, 2010-11
                                                                                                                                                                    • Figure 106: Use of the internet in past 30 days, April 2010-December 2010 vs. April 2011-November 2011
                                                                                                                                                                    • Figure 107: Any access and at-home access to the internet, by age, April 2011-November 2011
                                                                                                                                                                    • Figure 108: Any access and at-home access to the internet, by household income, April 2011-November 2011
                                                                                                                                                                    • Figure 109: Time spent online in past seven days on activities other than email, April 2010-December 2010 vs. April 2011-November 2011
                                                                                                                                                                    • Figure 110: Time spent online on activities other than email, by age, April 2011-November 2011
                                                                                                                                                                    • Figure 111: Time spent online on activities other than email at home vs. at work, by household income, April 2011-November 2011
                                                                                                                                                                  • Home broadband access
                                                                                                                                                                    • Figure 112: Broadband access at home vs. at work, in online sample, December 2011
                                                                                                                                                                  • Mobile internet
                                                                                                                                                                    • Figure 113: Smartphone, tablet, and PC penetration in online sample, by age, December 2011
                                                                                                                                                                    • Figure 114: Planned acquisition of first smartphone, tablet, or PC, by age, December 2011
                                                                                                                                                                  • Access to mobile internet
                                                                                                                                                                    • Figure 115: Internet usage on cell phone, web browsing and app downloading, by age, February-September 2011
                                                                                                                                                                    • Figure 116: Access to 3G or 4G mobile internet on cell phone or tablet, December 2011
                                                                                                                                                                    • Figure 117: Access to 3G or 4G mobile internet on cell phone or tablet, by age, December 2011
                                                                                                                                                                  • PC ownership and internet access by race and Hispanic origin
                                                                                                                                                                    • PC ownership
                                                                                                                                                                      • Figure 118: Home computer ownership, by race/Hispanic origin, April 2011-November 2011
                                                                                                                                                                      • Figure 119: Number of computers owned at home, by race/Hispanic origin, April 2011-November 2011
                                                                                                                                                                      • Figure 120: Access to the internet, by race/Hispanic origin, April 2011-November 2011
                                                                                                                                                                      • Figure 121: Time spent online on activities other than email, at home vs. at work, by race/Hispanic origin, April 2011-November 2011
                                                                                                                                                                    • Internet access among teens largely universal
                                                                                                                                                                      • Figure 122: Internet usage by teens, by gender and age, October 2010-November 2011
                                                                                                                                                                      • Figure 123: Weekly time spent online by teens, by gender and age, October 2010-November 2011
                                                                                                                                                                      • Figure 124: Number of websites visited by teens in past week, by gender and age, October 2010-November 2011
                                                                                                                                                                    • Life online on the rise for teens
                                                                                                                                                                      • Figure 125: Weekly time spent online by teens, at home vs. elsewhere, October 2010-November 2011
                                                                                                                                                                      • Figure 126: Frequency of teens online activity, at home vs. elsewhere, October 2010-November 2011
                                                                                                                                                                      • Figure 127: Number of websites visited in past week by teens, October 2010-November 2011
                                                                                                                                                                  • Appendix—Other Useful Consumer Tables

                                                                                                                                                                    • Use of networks from multiple devices
                                                                                                                                                                      • Figure 128: Accessing social networks via multiple devices, by gender, April 2011-November 2011
                                                                                                                                                                    • Length of time on networks
                                                                                                                                                                      • Figure 129: Length of participation in social networks, by age, April 2011-November 2011
                                                                                                                                                                    • Activities
                                                                                                                                                                      • Figure 130: Activities conducted in past month on social networks, by household income, January 2012
                                                                                                                                                                  • Appendix—Trade Associations

                                                                                                                                                                    Companies Covered

                                                                                                                                                                    • American Express Company (The)
                                                                                                                                                                    • Association of National Advertisers (ANA)
                                                                                                                                                                    • British Broadcasting Corporation (BBC)
                                                                                                                                                                    • Facebook, Inc.
                                                                                                                                                                    • Foursquare
                                                                                                                                                                    • Hyundai Motor America
                                                                                                                                                                    • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                    • LinkedIn
                                                                                                                                                                    • McDonald's U.S.A.
                                                                                                                                                                    • MTV Networks
                                                                                                                                                                    • MySpace.com
                                                                                                                                                                    • Procter & Gamble USA
                                                                                                                                                                    • Spotify AB
                                                                                                                                                                    • The Cheesecake Factory Incorporated
                                                                                                                                                                    • Ticketmaster
                                                                                                                                                                    • TripAdvisor LLC
                                                                                                                                                                    • Twitter, Inc.
                                                                                                                                                                    • Whole Foods Market Inc
                                                                                                                                                                    • Yelp Inc.
                                                                                                                                                                    • YouTube, Inc.
                                                                                                                                                                    • Zynga

                                                                                                                                                                    Social Networking - US - May 2012

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