Email Still Trumps Social Media for Online Marketing

Email marketing wins more online customers than Facebook and Twitter, but it lags behind organic search.

Email drives online shoppingThe customer acquisition landscape is constantly in flux. The introduction of disruptive technologies and tools over the last few years has spawned enormous changes in online marketing. But a recent report from Custora, maker of a predictive analytics platform, reveals that online retailers are winning new customers via traditional email marketing at quadruple the rate they did four years ago. The good old-fashioned marketing method still provides the biggest bang for the buck when it comes to reaching and retaining high-value customers online.

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Facebook, Twitter, Pinterest, and Instagram Demographics

67% of online adults use social networking sites. But who exactly are the people who use Facebook, Twitter, Pinterest, and Instagram?

Social media demographics for Facebook, Twitter, Pinterest, Instagram, and Tumblr Some very useful social media demographics are outlined in a recent report by the Pew Research Center’s Internet and American Life Project. The study reaffirmed that young adults aged 18-29 are more likely than others to use major social networks (83%). It also substantiates that women are more likely than men to be on these sites (71% vs. 62%), and that people who live in urban areas are significantly more likely than rural Internet users to use social networking (70% vs. 61%).

The analysis also takes a deeper dive into statistics such as the race/ethnicity, education, and household income of people who use social media sites. This information can help you refine your social media marketing initiatives to find leads, increase sales, and improve branding.

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10 Facts About Consumer Behavior on Facebook

A new study by marketing firm Constant Contact and research company Chadwick Martin Bailey sheds light on how consumers interact with brands on Facebook. According to 10 Quick Facts You Should Know About Consumer Behavior on Facebook (below), it turns out that people engage with their favorite brands on Facebook far more than on any other social network.

CMB asked 1,491 respondents to share their social media habits. The data shows that more than half of Americans over the age of 18 spend an hour or more each week on Facebook, and over a quarter of them are connecting with their favorite brands.

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Social Media Sites Are Now Used by 65% of Adults Online

A new report from the Pew Internet & American Life Project on social media reveals that nearly two-thirds of adults on the Internet say they use social networking sites such as Facebook, Twitter, and LinkedIn, up slightly from a year ago. Drilling down further, the research also shows that social media use among Baby Boomers is growing at a faster clip — among users aged 50-64, 33% say they visit a social network daily, a 20% increase from last year.

Among online adults:

  • 83% of 18-29 year-olds
  • 70% of 30-49 year-olds
  • 51% of 50-64 year-olds, and
  • 33% of those ages 65 and older

use social-networking sites.

Users generally enjoy their experiences, describing them as mostly “good”:

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The Social Habit: Who Uses Social Media and How

Edison Research just released its latest report on social network usage. The study compares the behavior and demographics of frequent users of social media to those of the population at large. The data is based on a nationally representative telephone survey of 1,753 Americans (including 371 mobile phone interviews) ages 12+ conducted in February, 2010.

Here are the principal findings from the report:


1. With both usage of social networks and the frequency of that usage increasing dramatically, we are truly witnessing a sea change in how mainstream consumers communicate.


2. Though social networking is rapidly becoming more common throughout the wider population, it is still most popular among the young; students are especially overrepresented.


3. Women are bigger social media users than men.


4. The biggest social networkers are, unsurprisingly, more likely to be big Internet users and early-adopters of new gadgets. But they still think the mobile phone is the technology that has had the biggest impact on their lives.


5. Frequent social networkers are also more likely to update their status on those networks — i.e., create content online — which has implications for word-of-mouth marketing and search.


6. Not only are frequent social networkers posting more status updates, they are also more likely to follow brands/companies than the average social media user — which makes identifying and appealing to those with the “social habit” crucial for brands.


7. Mobile access to social media is almost certainly a significant contributor to frequency of usage.


8. The data for frequent social networkers’ usage of podcasts, online video, and online audio supports the assumption that a significant amount of content is being consumed on-demand, potentially at the point where such content is shared.


9. Americans with “the social habit” are watching significantly less traditional television, but potentially consuming (and sharing) more “video” through alternative means.


Download the entire report (PDF) here →



Who’s Using Twitter in the U.S.? Some New Demographics [Charts]

A new Edison Research report draws many interesting conclusions about U.S. Twitter users. The report summarizes the most recent data from a three-year tracking study conducted by Edison and Arbitron. The findings will help you better understand Twitter usage and assist in your social marketing efforts.

Twitter Usage In America: 2010” pulled data from a national telephone survey of almost 2,000 Americans that was conducted in February. The data was laid over similar studies from 2008 and 2009, resulting in a comprehensive representation of Twitter-related use statistics. You can request a copy of the report from Edison at their Web site, or check out all the best charts below.

Takeaways:

  • While Facebook is the dominant social platform in terms of usage, Twitter is still growing rapidly and driving consumer awareness.
  • Twitter users are actively discussing products and services. It’s important to monitor conversations about your business and provide compelling content for users to discuss.
  • Despite the fact that Twitter is becoming popular, it’s still far behind Facebook — so an effective social media marketing strategy should include multiple platforms to maximize results.
  • Marketing on the social Web is becoming about multiple screens. Users are engaging on social networks on different types of devices including smart phones, laptops, and tablets. It’s important to make sure that your online presence is optimized to take advantage of different form factors.
  • As SMS use grows, marketers need to plan ways to leverage SMS as a valuable part of the marketing mix.

Among the findings:

Facebook has a commanding lead over Twitter in usage in the United States — but when it comes to social awareness, the two social platforms are roughly equal:

Edison determined that while 87% of Americans are aware of the microblogging site, only 7% actually use it. As a comparison, Facebook’s awareness rate is at 88%, with usage of 41%.

This dovetails with a recent Citibank report that determined the vast majority of small business owners don’t use social media at all:

Other interesting findings from the Edison report on Twitter

Users are actively discussing products and services:

They’re engaging on social networks from different locations an on different types of devices:

They love text messaging:

And they seem to be amenable to advertising:

In terms of ethnicity, 24% of users are African Americans:


You can download the report from the Edison Research Web site — it’s well worth it, since it contains many more useful social media data points for marketers. Here’s Tom Webster, Vice-President for Strategy and Marketing for Edison, unveiling the report in a webinar:


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Social Media Demographics: An Analysis of the Leading Sites

Social media sites have grown exponentially in the last several years, and each one attracts different types of users. Flowtown created this interesting infographic that breaks down user demographics for the leading social networks by age, gender, income, and education level. Curious about which site has the greatest percentage of female users? What about those with the highest income? Click on the graphic to see the full-sized version:

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Amazing Facebook Facts [Infographic]

Infographics are always great for conveying and interpreting data. Here’s a fantastic Facebook fact sheet from SiteImpulse’s Website Monitoring Blog. It traces the social network’s history and milestones and includes user activity and engagement statistics along with other facts and figures from the company. It incorporates a list the top 10 Facebook countries based on the number of users (the United States is tops with over 111 million, followed by the United Kingdom with 23.5 million), and the top 10 Facebook pages (Texas Hold’Em Poker, anyone?).

Some highlights:

  • 400 million active users
  • 50% check in daily
  • Average user spends 55 minutes per day
  • 35 million update status every day
  • 3 billion photos uploaded each month
  • 5 billion pieces of content shared every day
  • 70% of users are outside the United States

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Social Media: Everybody’s Doing It, But For Different Reasons [Charts]

While the demographics of the average social media user mirror the average U.S. adult (i.e., everyone’s socializing online in some way), a recent Retail Advertising and Marketing Association survey conducted by BIGresearch shows types of social media use vary greatly by age and gender. The survey, “Social Media: An Inside Look at the People Who Use It”, compares U.S. users on the social Web to the average American adult. But even with all the Twitter chitchat, Facebook fan groups, and blogs to be followed, consumers believe face-to-face communication is the most powerful.

Here are some interesting graphs from the report — mouse over them to see the underlying details:

View the full research report (PDF)

View the raw research data comparing social media users to U.S. adults 18+ (PDF)

View the raw research data comparing all social media user demographics (PDF)

Takeaways from the report:

  • 70% of social media users between the ages of 18-34 regularly use Facebook more than other sites such as MySpace, Twitter, and Classmates.com
  • 72% of social media users say that after an online search, they communicate with others about a product or service with face-to-face communication
  • More people who use social media prefer to give advice about a product or service rather than receive it
  • Social media users are more likely to use other new media compared to adults 18+
  • 71% of female social media users regularly use Facebook, compared to 61% of males
  • More men than women prefer to communicate with others via a cell phone conversation after searching for a product or service online


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What Social Network Should You Use to Grow Your Business?

Where should you go to reach your target market via social media? It depends on who your customers are.

Here are some recent demographics for Facebook, LinkedIn, and Twitter. By tailoring your marketing strategies to dovetail with statistics like these, you can maximize the effectiveness of your social media efforts and focus on reaching your desired audience. And if your goal is to reach a wide variety of users of all ages, incomes, and education levels, you can do so by using all three. Compare your target audience with this data:

Facebook Users:

  • 116 million unique U.S. visitors in December 2009
  • follow the Internet average pretty closely in terms of affluence, education, and household size
  • are slightly more female
  • are mostly younger, aged 13-34

LinkedIn Users:

  • 24 million unique U.S. visitors in December 2009
  • are slightly more male
  • mostly have at least a college education
  • … and an astounding 33% have a graduate degree, as compared to the Internet average of 21%
  • are generally older, more educated, and more affluent

Twitter Users:

  • 23 million unique U.S. visitors in December 2009
  • reflect an even male/female ratio
  • peak at the 18-34 age group (16% of its total users, compared to 8% of the total Internet audience), with an even number of older and younger users.
  • are generally less wealthy than those on Facebook and LinkedIn

(Via Business Insider)
(Photo: Matt Hamm)


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