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2nd Annual
                                         Social Media Study


                                            October 20, 2009
     Contact:
     Aliza Freud
     CEO & Founder, SheSpeaks
     aliza@shespeaks.com
© SheSpeaks, Inc. All rights reserved.
Study Overview



                 In 2008, we conducted a survey of our SheSpeaks members, to
                 understand their adoption and usage of social networks and their
                 interactions with brands. We used this data to shape our advocacy
                 and research programs

                 In 2009, we followed up, asking similar questions, to understand the


                 We plan to repeat the survey in 2010


                 the survey, please call us at 212.830.9883




© SheSpeaks, Inc. All rights reserved.                                                  2
Social Network Usage

                               Social Networks vs. Twitter

                               Social Media & Brands




© SheSpeaks, Inc. All rights reserved.                       3
48% Increase in Participation in Social Networks

                 86% of women have a profile on a social networking website, up 48%
                since last year. This increase is even greater for older women (126%),
                whose participation grew from 31% to 70%. Women under 30 boast a
                               96% participation rate on social networks.


                          Proportion Who Have Profiles
                          on any Social Networking Site

                                                                                      Comments
                                          2009             2008                   Women <30 years up from 86% in
                                                                                2008 to 95% in 2009
                 Yes, have a
                                           86%             58%                     Women 50+ up from 31% in 2008
                 profile
                                                                                to 70% in 2009

                                                                                Participation in social networks is
                                           14%             42%                  virtually identical for women of all
                 a profile
                                                                                income levels


    Q: Do you have a profile on any social networking website (e.g., MySpace, LinkedIn, Facebook, Classmates)?


© SheSpeaks, Inc. All rights reserved.                                                                                 4
Of those who have a social networking
        profile, 95% have a profile on Facebook,
        up from 65% last year (a 46% increase)                                                                 2009            2008

        MySpace has experienced a precipitous                                        Facebook                  95%              65%
        decline, dropping 33% from 63% of
        women having profiles to 42%. MySpace                                        MySpace                   42%              63%
        is still relatively popular with younger                                     Twitter                   38%              N/A*
        women, with 70% of 18-24 year olds
        having profiles                                                              Classmates                27%              35%
                                                                                     LinkedIn                  22%              17%
        Twitter (38% participation rate), which was
        not included in this study last year, is                                     Café Mom                  11%              10%
        quickly encroaching on MySpace                                               Reunion                    4%              11%
                                                                                     LiveJournal                4%               5%
        Classmates.com demonstrated a decline
        (27% in 2009 vs. 35% in 2008)                                                Friendster                 4%               4%
                                                                                     Gather                     4%               3%
        LinkedIn has grown somewhat (22% in
                                                                                           N= respondents with social networking sites
        2009 vs. 17% in 2008)                                                              *Not involved in 2008 survey
    Q: On which of the following websites do you have profiles? [Check all that apply.]
© SheSpeaks, Inc. All rights reserved.                                                                                                   5
When asked which site they log                                                                     2009            2008
                      into most frequently, Facebook
                      overshadows all other social                                        Facebook                       87%             42%

                      networking websites. Those                                          MySpace                         6%             35%
                      who said they are most active
                                                                                          Classmates                      2%             7%
                      on Facebook increased 107%
                      from 42% in 2008 to 87% in                                          LinkedIn                        2%             4%
                      2009                                                                Café Mom                        1%             2%
                      Comparatively, those who said                                       LiveJournal                     0%             1%
                      MySpace was their top social
                                                                                          Gather                          0%             0%
                      networking site dropped 83%
                      from 35% to 6%                                                      Reunion                         0%             0%
                                                                                          Friendster                      0%             0%

                                                                                           N= respondents with social networking sites
Q: On which website that you have a profile are you most active? (i.e., log in the most frequently, interact with others most
frequently) [Check one.]
 © SheSpeaks, Inc. All rights reserved.                                                                                                         6
Facebook vs. Twitter


                While Facebook has much more widespread adoption than Twitter, there



                Very few (7%) said they use Facebook less since
                they began using Twitter
                Of women who use both Facebook and Twitter,
                there is a strong preference for Facebook (80%) and
                many abandoned Twitter after creating their
                accounts (25%)
                Facebook users are twice as likely to log in every
                day (72%) than Twitter users (36%)
                However, the networks have distinct purposes that
                address different needs women have in their lives
                (chart on next slide)




© SheSpeaks, Inc. All rights reserved.                                                 7
Facebook vs. Twitter: To Each Her Own

                                         Those who prefer Facebook

                                                                       Following new people with common interests,
     Interaction                     Interacting with friends you know     professional contacts, celebrities and
                                                                                   following companies

                                          Only friends with people you
     Anonymity/                                                             Freedom in speaking anonymously/ ability to
                                           know/ no concerns about
     Privacy
                                            strangers following you

                                         Breadth of things to do, such as
     Tools                                   upload photos, games,                 Focus on information sharing
                                           personalize your page, etc.


                                         Plenty of room to update status
     Content                                                                          Quick, concise updates




     Usability
                                              quick and confusing                      irrelevant applications


© SheSpeaks, Inc. All rights reserved.                                                                                    8
Facebook vs. Twitter: Do We Really Have to Choose?

              While Facebook is currently more popular than Twitter among
              women, at the end of the day, women see purpose for both networks
              in their lives. Both are great for fun and sharing ideas.


           Facebook serves a need to interact
                                                          up either Facebook or Twitter - I'd
            with friends and upload photos
                                                          give up Twitter. But, I'd be
           Twitter is great for professional contacts
                                                          HURTING!!! I use each to support
            and companies, learning about
            promotions and coupon codes and
            quick and up-to-the-minute information
            updates
                                                          and add more information.
           Women love having both tools in their
                                                          however, I like twitter because it's
                                                          instant and gives more coupon
              choose!


             more interactive with people you actually know, whereas Twitter is a
             great place to follow people/companies with content you're interested

© SheSpeaks, Inc. All rights reserved.                                                           9
Women Log Into Social Networking Sites More Frequently

                   Seventy-two percent of women log into their social networking site at
                    least once per day. Last year only 53% logged in that frequently,
                        indicating a 36% increase in this high-level engagement.



                              Frequency of Logging Into                           Frequency of Logging Into
                             Social Networking Site: 2009                        Social Networking Site: 2008




72% log
in at least
once per
day




  Q:  How  frequently  do  you  log  into  your  social  networking  accounts?

 © SheSpeaks, Inc. All rights reserved.                                                                         10
Social Networking on Mobile Still Limited

                                                                                                                                 Activities While Waiting


           The most popular two
       activities are texting (28%)
         and making calls on cell
       phones (28%). Many also
          do non-digital activities
        such as pulling out paper
         to write a list (14%) and
       reading books/magazines




 Q:  When  you  have  a  few  free  minutes  (i.e.,  waiting  in  a  line,  waiting  for  a  bus)  which  are  you  most  likely  to  do?
© SheSpeaks, Inc. All rights reserved.                                                                                                                      11
Watching Video is the Most Popular Online Activity

         About one-in-

                                      Fifty-three percent publish product reviews on a shopping
              site, thirty-seven percent blog at least sometimes and 19% create and upload
                                             videos sometimes.

                                                    Frequency of Various Online Activities

                                                                                            Just tried it   Never done
                                                                  Frequently   Sometimes   once or twice       this
          Watch video content online                                39%          46%           10%             5%

          Post a comment on
                                                                    32%          36%           17%             16%
          someone else's blog
          Write an entry in your own
                                                                    20%          17%           15%             49%
          blog
          Publish a product review on
                                                                    18%          35%           21%             27%
          a shopping site
          Create a video and
          uploaded it (to a blog,                                    5%          14%           19%             63%
          YouTube, etc.)
    Q:  How  frequently  do  you  do  each  of  the  following?

© SheSpeaks, Inc. All rights reserved.                                                                                   12
Social Network Usage

                                Social Networks vs. Twitter
                                Social Networks vs. Twitter

                               Social Media & Brands




© SheSpeaks, Inc. All rights reserved.                        13
Frequency of Engaging With Regular Social Networking
        Sites is Double that of Twitter
                      Twice as many women (72%) log into their regular social networking
                       account at least once per day as compared with those who log into
                                          Twitter that frequently (36%).



                            Frequency of Logging In:                                                                Frequency of Logging In:
                               Regular SocNet site                                                                          Twitter
                                                                                                  36% log
                                                                                                  in at least
                                                                                                  once per
                                                                                                  day

72% log
in at least
once per
day




   Q:  How  frequently  do  you  log  into  your  social  networking  accounts?
   Q:  How  frequently  do  you  use  Twitter  (either  for  twittering,  viewing  other  peoples  tweets,  etc.)
  © SheSpeaks, Inc. All rights reserved.                                                                                                       14
Social Networking Friends Exceed Twitter Connections by 74%
                    The highest proportion (24%) of women have 100-199 friends on their
                     social networking websites. On Twitter, the highest proportions follow
                    fewer than 10 people (37%) and are followed by fewer than 10 people.
                      Looking at the average number of connections on each type of site,
                    women have 74% more contacts on their top social networking website
                             (174 contacts) than they do on Twitter (100 contacts).

                                                                       Number Followed on Twitter

           Social Networking Friends                                                                                             Number Who Follow You on
                                                                                                                                         Twitter




                                                                        Mean:  100

                                                                                                                                Mean:  102
                                          Mean:  174


Q:  Consider  the  social  networking  website  where  you  are  connected  with  the  greatest  number  of  contacts/friends. How  many  people
are  you  connected  with?
Q:  How  many  people  on  Twitter  do  you  follow?        Q:  How  many  people  follow  you  on  Twitter?
 © SheSpeaks, Inc. All rights reserved.                                                                                                                     15
Women Have a Range of Twitter Contacts


                                                                        Types of Twitter Contacts

             While friends (68%) are the
                   most common type of
                      contact on Twitter,
                  respondents also have
               many contacts whom they


                    celebrities (36%) and
                       colleagues (24%).




 Q:  What  types  of  people  do  you  commonly  follow  on  Twitter?

© SheSpeaks, Inc. All rights reserved.                                                              16
Social Networks are for Connecting; Twitter is for Learning
                                                                        Reasons for Using Social
     Respondents are relatively more                                       Networking Sites
     likely to use Facebook to hear
     what friends are doing (87% vs.
     49% for Twitter), for fun (65% vs.
     44%) and to hear feedback on
     their posts (36% vs. 26%)

     Twitter is more useful for learning
     new things (39% vs. 30% for
     Facebook), promoting oneself
     (25% vs. 17%) and following
     celebrities (30% vs. 5%)

     Thus, the two tools have very
     different purposes for users




 Q:  Why  do  you  use social  networking  sites  such  as  Facebook?
 Q:  Why  do  you  use  Twitter?
© SheSpeaks, Inc. All rights reserved.                                                             17
Facebook Generates More Loyalty than Twitter

                                                                                                             Use of Facebook/Twitter


              While the majority of women
                (62%) use their Facebook
           accounts more often than when
          they first created their accounts,
            the same is not true for Twitter
            (25%). For Twitter, 20% use it
          less than when they first created
         their account, and 25% only used
            it a couple times after creating
                            their accounts.



 Q:If  you  have  a  Facebook  account...compared  to  when  you  first  created  your  Facebook  account,  how  frequently  do  you  access  it?
 Q:  How  often  do  you  use  your  Twitter  account?
© SheSpeaks, Inc. All rights reserved.                                                                                                              18
General Social Networks are Far Preferable to Twitter

              The vast majority (80%) report that they like other social networks such
                                  as Facebook more than Twitter.



                                                        Preference for Type of Social Networks




 Q:  How  does  Twitter  compare  with  other  social  networks  that you  use,  such  as  Facebook?
     N=  Respondents  who  use  both  Twitter  and  other  social  media  tool.
© SheSpeaks, Inc. All rights reserved.                                                                 19
Reasons for Preferring Facebook

                                                                 -
       website. Not only can they update their status, but they can upload and share photos,
       read personal content about their friends, join groups, play games, etc. Community is


       confusing, and that Tweets are too short to express anything meaningful or useful.


     Interactivity & breadth of functionality


    to use and i get to get on a more
    personal level with people.                                               Depth of Interaction

                                                                          better. I know every person
                                                                          personally on facebook but most
                  personally on other social networks.                    of my Twitter friends I have never
                  Twitter is used more for following news,




 Q:  Why  do  you  prefer  other  social  networks  such  as  Facebook?
© SheSpeaks, Inc. All rights reserved.                                                                         20
Reasons for Preferring Facebook
     Twitter is Trivial                                                      140 characters is not enough


                                                                          characters. If there is a promotion going on
                                                                          or I'd like to review a product, I can't do it in


         I don't really see the value in Twitter.
         my day is too busy to read 'tweets'




               Twitter takes too much time


            posts are nonsense and
            it takes too long to weed



 Q:  Why  do  you  prefer  other  social  networks  such  as  Facebook?
© SheSpeaks, Inc. All rights reserved.                                                                                        21
Reasons for Preferring Facebook

     Managing Privacy                                                     Facebook is easier to use



      tell everyone what im doing every


                                                                          information coming and going with
                                                                          FB; Twitter is more like instant

        so not everyone can read what I


                                                                          go back to posts on facebook and read


                                                                          responses to a post if too much time has



 Q:  Why  do  you  prefer  other  social  networks  such  as  Facebook?

© SheSpeaks, Inc. All rights reserved.                                                                               22
Reasons for Preferring Twitter

              Twitter fans have clear reasons for preferring Twitter: They can be
                  more anonymous, the content is current and focused , it is
                         information-oriented, and it is easy and quick.

             Anonymity                               Focused experience


                                                    facebook which is all over the


    strangers knowing my full name,




                                                 compared to facebook. There are


 Q:  Why  do  you  like  Twitter  better?
© SheSpeaks, Inc. All rights reserved.                                               23
Reasons for Preferring Twitter
                       Search and Sharing                Speed

         Because I am able to connect to a
        larger group rather than just my
        friends on Facebook. Also, what I
        write on Twitter can be searched


                                              bursts of time can spend there.
                                              Plus. Amazing rate you can contact
                                              a company about a direct problem




                                             time. Also immediate gratification
                                             and not having to respond to



 Q:  Why  do  you  like  Twitter  better?
© SheSpeaks, Inc. All rights reserved.                                             24
Twitter Has Not Taken Away From Facebook Time
                    Those who use both Twitter and Facebook say that since joining Twitter, the time
                    they spend on Facebook has actually increased. Because women get different
                    benefits from each social network (and because they prefer the benefits of
                    Facebook), there is room for both social networks in their lives.


                                                                Impact of Twitter on Facebook Time




Q:  If  you  use  Facebook  as  well  as  Twitter,  which  of  the  following  best  describes  you? Since  I  joined  Twitter...
N=  Respondents  who  use  both  Twitter  and  Facebook.
 © SheSpeaks, Inc. All rights reserved.                                                                                             25
Social Network Usage

                               Social Networks vs. Twitter

                               Social Media & Brands
                               Social Media & Brands




© SheSpeaks, Inc. All rights reserved.                       26
Social Networks and Brands

              Women are interacting with brands on social network by incorporating
                   them into their friend lists and following them on twitter




           They are a venue for learning about and
           commenting on new products (72%)
           80% have become fans of products or
           brands on Facebook
           50% of women with social network profiles
           have purchased products because of
           information they got from friends or
           companies on social networking sites
           Twitter is useful for following companies
           and learning about promotions and coupon
           codes




© SheSpeaks, Inc. All rights reserved.                                               27
Social Networks are More Common Venues for
      Brand/Product Interactions
                                                                                           Brand/Product Related Activities
  One-half of women have purchased a                                                         on Social Networking Sites
  product because of something they
  read on a social networking site, and
  40% have used coupon codes that
  they found on social networking sites

  Women are more likely to have learned
  about new products, joined a brand/
  product group, commented about
  products, etc., on a social networking
  website than they have on Twitter. All
  activities suggested are more prevalent
  on social networking sites, primarily
  because women are more active on
  social networking sites overall




 Q:  Have  you  ever  done  any  of  the  following  on  a  social  networking  website?
 Q:  Have  you  ever  done  any  of  the  following  on  Twitter?
© SheSpeaks, Inc. All rights reserved.                                                                                        28
While Respondents Seem Less Engaged With



                                                     Attentiveness to Social Network Advertising


                                                                                                    2009   2008
                             I always look to see what ads are on
                                                                                                    9%     2%
                             my page, and I often click through

                                                                                                    30%    13%
                             interesting enough to click through
                                                                                                    10%    10%
                             clicked through
                                                                                                    20%    30%
                             being promoted
                             I am annoyed with them, but notice
                                                                                                    12%    20%
                             them

                             I actively ignore ads on my page                                       21%    26%




    Q:  How  much  attention  do  you  pay  to  advertising  on  your  social  networking  pages?
© SheSpeaks, Inc. All rights reserved.                                                                            29
Increased Dramatically
                   While emails received from a family members are still the most popular
                     drivers of purchases (65%), making purchases based on blog posts
                   (53%) and social networks (43%) increased dramatically from the prior
                                                   year.
                                                                 New Media Purchase Drivers

                                                                                                               2009                      2008
                     An email you received from a friend/family
                                                                                                               65%                       72%
                     member
                     An email you received from a company                                                      56%                       51%
                     A blog post you read                                                                      53%                       27%
                     A post on a shopping website                                                              47%                       55%

                     A post on a discussion board                                                              47%                       42%

                     Information you obtained on a social
                                                                                                               43%                       27%
                     networking website

                     A text message you received on your phone                                                 11%                       6%

    Q:  Have  you  ever  bought  a  product  because  of...? [Check  all  that  apply. If  none  apply,  continue  with  the  survey.]
© SheSpeaks, Inc. All rights reserved.                                                                                                          30
Thank you!




             Aliza Freud
             CEO & Founder
             SheSpeaks
             (p) 212.830.9882
             aliza@shespeaks.com


© SheSpeaks, Inc. All rights reserved.   31
Methodology



           This study was an online study among a random sample of the
           SheSpeaks panel, fielded in Sept-Oct 2009.
           1,559 women participated.




© SheSpeaks, Inc. All rights reserved.                                   32

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SheSpeaks 2009 Social Media Study

  • 1. 2nd Annual Social Media Study October 20, 2009 Contact: Aliza Freud CEO & Founder, SheSpeaks aliza@shespeaks.com © SheSpeaks, Inc. All rights reserved.
  • 2. Study Overview In 2008, we conducted a survey of our SheSpeaks members, to understand their adoption and usage of social networks and their interactions with brands. We used this data to shape our advocacy and research programs In 2009, we followed up, asking similar questions, to understand the We plan to repeat the survey in 2010 the survey, please call us at 212.830.9883 © SheSpeaks, Inc. All rights reserved. 2
  • 3. Social Network Usage Social Networks vs. Twitter Social Media & Brands © SheSpeaks, Inc. All rights reserved. 3
  • 4. 48% Increase in Participation in Social Networks 86% of women have a profile on a social networking website, up 48% since last year. This increase is even greater for older women (126%), whose participation grew from 31% to 70%. Women under 30 boast a 96% participation rate on social networks. Proportion Who Have Profiles on any Social Networking Site Comments 2009 2008 Women <30 years up from 86% in 2008 to 95% in 2009 Yes, have a 86% 58% Women 50+ up from 31% in 2008 profile to 70% in 2009 Participation in social networks is 14% 42% virtually identical for women of all a profile income levels Q: Do you have a profile on any social networking website (e.g., MySpace, LinkedIn, Facebook, Classmates)? © SheSpeaks, Inc. All rights reserved. 4
  • 5. Of those who have a social networking profile, 95% have a profile on Facebook, up from 65% last year (a 46% increase) 2009 2008 MySpace has experienced a precipitous Facebook 95% 65% decline, dropping 33% from 63% of women having profiles to 42%. MySpace MySpace 42% 63% is still relatively popular with younger Twitter 38% N/A* women, with 70% of 18-24 year olds having profiles Classmates 27% 35% LinkedIn 22% 17% Twitter (38% participation rate), which was not included in this study last year, is Café Mom 11% 10% quickly encroaching on MySpace Reunion 4% 11% LiveJournal 4% 5% Classmates.com demonstrated a decline (27% in 2009 vs. 35% in 2008) Friendster 4% 4% Gather 4% 3% LinkedIn has grown somewhat (22% in N= respondents with social networking sites 2009 vs. 17% in 2008) *Not involved in 2008 survey Q: On which of the following websites do you have profiles? [Check all that apply.] © SheSpeaks, Inc. All rights reserved. 5
  • 6. When asked which site they log 2009 2008 into most frequently, Facebook overshadows all other social Facebook 87% 42% networking websites. Those MySpace 6% 35% who said they are most active Classmates 2% 7% on Facebook increased 107% from 42% in 2008 to 87% in LinkedIn 2% 4% 2009 Café Mom 1% 2% Comparatively, those who said LiveJournal 0% 1% MySpace was their top social Gather 0% 0% networking site dropped 83% from 35% to 6% Reunion 0% 0% Friendster 0% 0% N= respondents with social networking sites Q: On which website that you have a profile are you most active? (i.e., log in the most frequently, interact with others most frequently) [Check one.] © SheSpeaks, Inc. All rights reserved. 6
  • 7. Facebook vs. Twitter While Facebook has much more widespread adoption than Twitter, there Very few (7%) said they use Facebook less since they began using Twitter Of women who use both Facebook and Twitter, there is a strong preference for Facebook (80%) and many abandoned Twitter after creating their accounts (25%) Facebook users are twice as likely to log in every day (72%) than Twitter users (36%) However, the networks have distinct purposes that address different needs women have in their lives (chart on next slide) © SheSpeaks, Inc. All rights reserved. 7
  • 8. Facebook vs. Twitter: To Each Her Own Those who prefer Facebook Following new people with common interests, Interaction Interacting with friends you know professional contacts, celebrities and following companies Only friends with people you Anonymity/ Freedom in speaking anonymously/ ability to know/ no concerns about Privacy strangers following you Breadth of things to do, such as Tools upload photos, games, Focus on information sharing personalize your page, etc. Plenty of room to update status Content Quick, concise updates Usability quick and confusing irrelevant applications © SheSpeaks, Inc. All rights reserved. 8
  • 9. Facebook vs. Twitter: Do We Really Have to Choose? While Facebook is currently more popular than Twitter among women, at the end of the day, women see purpose for both networks in their lives. Both are great for fun and sharing ideas. Facebook serves a need to interact up either Facebook or Twitter - I'd with friends and upload photos give up Twitter. But, I'd be Twitter is great for professional contacts HURTING!!! I use each to support and companies, learning about promotions and coupon codes and quick and up-to-the-minute information updates and add more information. Women love having both tools in their however, I like twitter because it's instant and gives more coupon choose! more interactive with people you actually know, whereas Twitter is a great place to follow people/companies with content you're interested © SheSpeaks, Inc. All rights reserved. 9
  • 10. Women Log Into Social Networking Sites More Frequently Seventy-two percent of women log into their social networking site at least once per day. Last year only 53% logged in that frequently, indicating a 36% increase in this high-level engagement. Frequency of Logging Into Frequency of Logging Into Social Networking Site: 2009 Social Networking Site: 2008 72% log in at least once per day Q:  How  frequently  do  you  log  into  your  social  networking  accounts? © SheSpeaks, Inc. All rights reserved. 10
  • 11. Social Networking on Mobile Still Limited Activities While Waiting The most popular two activities are texting (28%) and making calls on cell phones (28%). Many also do non-digital activities such as pulling out paper to write a list (14%) and reading books/magazines Q:  When  you  have  a  few  free  minutes  (i.e.,  waiting  in  a  line,  waiting  for  a  bus)  which  are  you  most  likely  to  do? © SheSpeaks, Inc. All rights reserved. 11
  • 12. Watching Video is the Most Popular Online Activity About one-in- Fifty-three percent publish product reviews on a shopping site, thirty-seven percent blog at least sometimes and 19% create and upload videos sometimes. Frequency of Various Online Activities Just tried it Never done Frequently Sometimes once or twice this Watch video content online 39% 46% 10% 5% Post a comment on 32% 36% 17% 16% someone else's blog Write an entry in your own 20% 17% 15% 49% blog Publish a product review on 18% 35% 21% 27% a shopping site Create a video and uploaded it (to a blog, 5% 14% 19% 63% YouTube, etc.) Q:  How  frequently  do  you  do  each  of  the  following? © SheSpeaks, Inc. All rights reserved. 12
  • 13. Social Network Usage Social Networks vs. Twitter Social Networks vs. Twitter Social Media & Brands © SheSpeaks, Inc. All rights reserved. 13
  • 14. Frequency of Engaging With Regular Social Networking Sites is Double that of Twitter Twice as many women (72%) log into their regular social networking account at least once per day as compared with those who log into Twitter that frequently (36%). Frequency of Logging In: Frequency of Logging In: Regular SocNet site Twitter 36% log in at least once per day 72% log in at least once per day Q:  How  frequently  do  you  log  into  your  social  networking  accounts? Q:  How  frequently  do  you  use  Twitter  (either  for  twittering,  viewing  other  peoples  tweets,  etc.) © SheSpeaks, Inc. All rights reserved. 14
  • 15. Social Networking Friends Exceed Twitter Connections by 74% The highest proportion (24%) of women have 100-199 friends on their social networking websites. On Twitter, the highest proportions follow fewer than 10 people (37%) and are followed by fewer than 10 people. Looking at the average number of connections on each type of site, women have 74% more contacts on their top social networking website (174 contacts) than they do on Twitter (100 contacts). Number Followed on Twitter Social Networking Friends Number Who Follow You on Twitter Mean:  100 Mean:  102 Mean:  174 Q:  Consider  the  social  networking  website  where  you  are  connected  with  the  greatest  number  of  contacts/friends. How  many  people are  you  connected  with? Q:  How  many  people  on  Twitter  do  you  follow?        Q:  How  many  people  follow  you  on  Twitter? © SheSpeaks, Inc. All rights reserved. 15
  • 16. Women Have a Range of Twitter Contacts Types of Twitter Contacts While friends (68%) are the most common type of contact on Twitter, respondents also have many contacts whom they celebrities (36%) and colleagues (24%). Q:  What  types  of  people  do  you  commonly  follow  on  Twitter? © SheSpeaks, Inc. All rights reserved. 16
  • 17. Social Networks are for Connecting; Twitter is for Learning Reasons for Using Social Respondents are relatively more Networking Sites likely to use Facebook to hear what friends are doing (87% vs. 49% for Twitter), for fun (65% vs. 44%) and to hear feedback on their posts (36% vs. 26%) Twitter is more useful for learning new things (39% vs. 30% for Facebook), promoting oneself (25% vs. 17%) and following celebrities (30% vs. 5%) Thus, the two tools have very different purposes for users Q:  Why  do  you  use social  networking  sites  such  as  Facebook? Q:  Why  do  you  use  Twitter? © SheSpeaks, Inc. All rights reserved. 17
  • 18. Facebook Generates More Loyalty than Twitter Use of Facebook/Twitter While the majority of women (62%) use their Facebook accounts more often than when they first created their accounts, the same is not true for Twitter (25%). For Twitter, 20% use it less than when they first created their account, and 25% only used it a couple times after creating their accounts. Q:If  you  have  a  Facebook  account...compared  to  when  you  first  created  your  Facebook  account,  how  frequently  do  you  access  it? Q:  How  often  do  you  use  your  Twitter  account? © SheSpeaks, Inc. All rights reserved. 18
  • 19. General Social Networks are Far Preferable to Twitter The vast majority (80%) report that they like other social networks such as Facebook more than Twitter. Preference for Type of Social Networks Q:  How  does  Twitter  compare  with  other  social  networks  that you  use,  such  as  Facebook? N=  Respondents  who  use  both  Twitter  and  other  social  media  tool. © SheSpeaks, Inc. All rights reserved. 19
  • 20. Reasons for Preferring Facebook - website. Not only can they update their status, but they can upload and share photos, read personal content about their friends, join groups, play games, etc. Community is confusing, and that Tweets are too short to express anything meaningful or useful. Interactivity & breadth of functionality to use and i get to get on a more personal level with people. Depth of Interaction better. I know every person personally on facebook but most personally on other social networks. of my Twitter friends I have never Twitter is used more for following news, Q:  Why  do  you  prefer  other  social  networks  such  as  Facebook? © SheSpeaks, Inc. All rights reserved. 20
  • 21. Reasons for Preferring Facebook Twitter is Trivial 140 characters is not enough characters. If there is a promotion going on or I'd like to review a product, I can't do it in I don't really see the value in Twitter. my day is too busy to read 'tweets' Twitter takes too much time posts are nonsense and it takes too long to weed Q:  Why  do  you  prefer  other  social  networks  such  as  Facebook? © SheSpeaks, Inc. All rights reserved. 21
  • 22. Reasons for Preferring Facebook Managing Privacy Facebook is easier to use tell everyone what im doing every information coming and going with FB; Twitter is more like instant so not everyone can read what I go back to posts on facebook and read responses to a post if too much time has Q:  Why  do  you  prefer  other  social  networks  such  as  Facebook? © SheSpeaks, Inc. All rights reserved. 22
  • 23. Reasons for Preferring Twitter Twitter fans have clear reasons for preferring Twitter: They can be more anonymous, the content is current and focused , it is information-oriented, and it is easy and quick. Anonymity Focused experience facebook which is all over the strangers knowing my full name, compared to facebook. There are Q:  Why  do  you  like  Twitter  better? © SheSpeaks, Inc. All rights reserved. 23
  • 24. Reasons for Preferring Twitter Search and Sharing Speed Because I am able to connect to a larger group rather than just my friends on Facebook. Also, what I write on Twitter can be searched bursts of time can spend there. Plus. Amazing rate you can contact a company about a direct problem time. Also immediate gratification and not having to respond to Q:  Why  do  you  like  Twitter  better? © SheSpeaks, Inc. All rights reserved. 24
  • 25. Twitter Has Not Taken Away From Facebook Time Those who use both Twitter and Facebook say that since joining Twitter, the time they spend on Facebook has actually increased. Because women get different benefits from each social network (and because they prefer the benefits of Facebook), there is room for both social networks in their lives. Impact of Twitter on Facebook Time Q:  If  you  use  Facebook  as  well  as  Twitter,  which  of  the  following  best  describes  you? Since  I  joined  Twitter... N=  Respondents  who  use  both  Twitter  and  Facebook. © SheSpeaks, Inc. All rights reserved. 25
  • 26. Social Network Usage Social Networks vs. Twitter Social Media & Brands Social Media & Brands © SheSpeaks, Inc. All rights reserved. 26
  • 27. Social Networks and Brands Women are interacting with brands on social network by incorporating them into their friend lists and following them on twitter They are a venue for learning about and commenting on new products (72%) 80% have become fans of products or brands on Facebook 50% of women with social network profiles have purchased products because of information they got from friends or companies on social networking sites Twitter is useful for following companies and learning about promotions and coupon codes © SheSpeaks, Inc. All rights reserved. 27
  • 28. Social Networks are More Common Venues for Brand/Product Interactions Brand/Product Related Activities One-half of women have purchased a on Social Networking Sites product because of something they read on a social networking site, and 40% have used coupon codes that they found on social networking sites Women are more likely to have learned about new products, joined a brand/ product group, commented about products, etc., on a social networking website than they have on Twitter. All activities suggested are more prevalent on social networking sites, primarily because women are more active on social networking sites overall Q:  Have  you  ever  done  any  of  the  following  on  a  social  networking  website? Q:  Have  you  ever  done  any  of  the  following  on  Twitter? © SheSpeaks, Inc. All rights reserved. 28
  • 29. While Respondents Seem Less Engaged With Attentiveness to Social Network Advertising 2009 2008 I always look to see what ads are on 9% 2% my page, and I often click through 30% 13% interesting enough to click through 10% 10% clicked through 20% 30% being promoted I am annoyed with them, but notice 12% 20% them I actively ignore ads on my page 21% 26% Q:  How  much  attention  do  you  pay  to  advertising  on  your  social  networking  pages? © SheSpeaks, Inc. All rights reserved. 29
  • 30. Increased Dramatically While emails received from a family members are still the most popular drivers of purchases (65%), making purchases based on blog posts (53%) and social networks (43%) increased dramatically from the prior year. New Media Purchase Drivers 2009 2008 An email you received from a friend/family 65% 72% member An email you received from a company 56% 51% A blog post you read 53% 27% A post on a shopping website 47% 55% A post on a discussion board 47% 42% Information you obtained on a social 43% 27% networking website A text message you received on your phone 11% 6% Q:  Have  you  ever  bought  a  product  because  of...? [Check  all  that  apply. If  none  apply,  continue  with  the  survey.] © SheSpeaks, Inc. All rights reserved. 30
  • 31. Thank you! Aliza Freud CEO & Founder SheSpeaks (p) 212.830.9882 aliza@shespeaks.com © SheSpeaks, Inc. All rights reserved. 31
  • 32. Methodology This study was an online study among a random sample of the SheSpeaks panel, fielded in Sept-Oct 2009. 1,559 women participated. © SheSpeaks, Inc. All rights reserved. 32