Changing Online Behaviour By Generation

January 27, 2011

I’ve often said that numbers are less important than the trend they are expressing – don’t tell me how many users have adopted an online behaviour, tell me the acceleration and momentum instead – so this graphic, from the Pew Internet and American Life Project is great for me. It is a matrix mapping online activity against generation and then inserting the trends for each intersection, allowing us to see some interesting statistics – like that the use of social networking by both younger and older boomers has risen more than 25% since the last available datapoint. Check it out:

Changing Online Behaviour By Generation

Click for full page view or go to the full report. Pew Internet Surveys – Generations 2010.


Social Media Grows Up?

August 30, 2010

A new report out from the Pew Internet and American Life Project focuses on the increasing adoption of social media by those 50+.

We’ve known older adults are using Social Media for some time (and often take a great deal of time to prove this for our clients) but exactly what they’re doing online has, to date, eluded us. According to this research study, the top three drivers of social media usage by older Americans are:

1. To connect with people from their past
2. As a support system for those who are either housebound and/or suffering from chronic disease
3. To bridge the generational gap (i.e. see and interact with their grand children)

So boomers aren’t doing a whole lot within social media that they don’t do already online but the connections part is very interesting – once they are comfortable connecting with people, they will start to feel comfortable connecting with brands and then they’ll become very attractive target audiences within the social media marketing space.

Also interesting to note that email and news gathering are high on the list of daily online activities for the seniors.

Findings: Older Adults and Social Media | Pew Internet & American Life Project.

How the Fortune 100 use social media

February 26, 2010

Some interesting stats on how the Fortune 100 companies are using social media. Understandably, the path of least resistance is being followed (i.e. Twitter vs Facebook vs Blogging vs Flickr vs. YouTube). I’d be interested to see how many companies are operating multiple accounts in an integrated fashion.

Following in the footsteps of consumers, large international companies are now becoming active participants in social media. A recent Burson-Marsteller study found that:

1. 79 percent of the largest 100 companies in the Fortune Global 500 index are using at least one of the most popular social media platforms: Twitter, Facebook, YouTube or corporate blogs

2. Twitter is the social media platform of choice among the Fortune Global 100

3. 65 percent of the largest 100 international companies have active accounts on Twitter

4. 54 percent have a Facebook fan page

5. 50 percent have a YouTube channel

6. One-third (33 percent) have corporate blogs.

7. Only 20 percent of the major international companies are utilizing all four platforms to engage with stakeholders.

8. Companies based in the United States and Europe are more likely to use Twitter or Facebook than they were to have corporate blogs

9. Companies from Asia-Pacific were more likely to utilize corporate blogs than other forms of social media.

10. Asian companies will use Twitter or Facebook to communicate with Western audiences (for example, Toshiba).

11. Companies are getting more comfortable using social media as they are interacting and engaging more and not just broadcasting corporate messages

12. Companies using Twitter are following an average of 731 people each

13. 38 percent of companies are responding to people’s tweets (for example, Vodafone UK)

14. Thirty-two percent have also “re-tweeted” or reposted user comments during the last week (like Verizon Careers).

via New Report Reveals: 14 Key Findings On How The Global Fortune 100 Are Using Social Media « Jeffbullas’s Blog.

More social media statistics and what they mean

February 9, 2010

There are some amazing stats which show how important social media is to the end user – this link is a great example which shows not only the raw numbers but also the velocity of the data vs. six months ago.

However, more important than raw numbers is a need to demonstrate the true role of social media in the marketing mix. Behaviours, trends, ethnographic studies and true analysis is needed before we can confidently start to show how important social media is for marketers. Intuitively we know that a better, deeper, longer lasting relationship with customers and consumers is a good thing and we see plenty of success stories in social media from brands who have (over?) invested or had great success in using the medium with a small budget. But how can you justify how the client’s dollar or your bosses budget be allocated?

The irony is that all these lenses can and should be applied to traditional marketing disciplines as well! TV, direct, search, experiential, PR, cataloguing, in-store, print, radio etc etc. As the media we consume starts to fragment, so does its influence on our buying decisions – let’s not let the big flashy numbers we see in social media get ahead of ourselves.

20+ mind-blowing social media statistics revisited | Blog | Econsultancy.

  • Facebook claims that 50% of active users log into the site each day. This would mean at least 175m users every 24 hours… A considerable increase from the previous 120m.
  • Twitter now has 75m user accounts, but only around 15m are active users on a regular basis. It’s still a fair increase from the estimated 6-10m global users from a few months ago.
  • LinkedIn has over 50m members worldwide. This means an increase of around 1m members month-on-month since July/August last year.
  • Facebook currently has in excess of 350 million active users on global basis. Six months ago, this was 250m… meaning around a 40% increase of users in less than half a year.
  • Flickr now hosts more than 4bn images. A massive jump from the previous 3.6bn I wrote about [six months ago]
  • More than 35m Facebook users update their status each day. This is 5m more than towards the end of July, 2009.
  • Wikipedia currently has in excess of 14m articles, meaning that it’s 85,000 contributors have written nearly a million new posts in six months.
  • Photo uploads to Facebook have increased by more than 100%. Currently, there are around 2.5bn uploads to the site each month – this was around a billion last time I covered this.
  • There are more than 70 translations available on Facebook. Last time around, this was only 50.
  • Back in 2009, the average user had 120 friends within Facebook. This is now around 130.
  • Mobile is even bigger than before for Facebook, with more than 65m users accessing the site through mobile-based devices. In six months, this is over 100% increase. (Previously 30m). As before, it’s no secret that users who access Facebook through mobile devices are almost 50% more active than those who don’t.

Interesting Web Statistics

April 26, 2009

Courtesy of CTV’s webMania feature:

  • 72 per cent of Canadians were active online in 2008, making Canadians more active than users in the US or UK (comScore)
  • 100 per cent of Canadians have one email account (Microsoft/Harris Decima)
  • The average Canadian manages at least 7 online profiles (Microsoft/Harris Decima)

Canadian Internet Usage Statistics

June 3, 2008 I go to the gym for a few hours of sweating, grunting and intense pain (due to my non-workout regime of the last month or so) I wanted to do something I promised you before I went to the U.K. – publish some comScore statistics presented at the In:flencia Interactive Marketing Conference (highlights).

[Disclosure – I received a free pass to this event as “media”]

These stats were presented by Bryan Segal, Vice President, Sales and come with the normal caveats of how this sort of date should be interpreted.

comScore uses a panel of 25,000 Internet users so, while it is quite a large sample, so I’m told, it does mean that the actual numbers can, as KD Paine pointed out, vary by more than the population of Texas.

So rather than focus on the actual numbers, we should be looking at the relative trends.

Canadian Internet Usage Statistics:

Digital media usage grew 6% in 2007

Out of developed countries Canada has the:

  • highest Internet penetration (71%) – vs. U.S. of 61%
  • most page views per resident (4k per user) – vs. 3.4k in the U.K.
  • time online (45 hours per month) – vs. 32 hours in the U.K. and 30 in the U.S.

Social Networking

>84% of Canadians (c18mm) are active on social networks viewing 828 pages and spending 6 hours per month on these sites

While Internet growth was just 4% in 2007, social network usage grew 16% and a whopping 70% of users in the 55+ demographic visited a social network.

Women, apparently, spend more time and view more pages on social networks than men although given the methodology I find this hard to actually believe.


89% of Canadians each watched 114.5 videos totalling 385mins – this is in comparison to just 77% of U.S. residents who watched 72 videos each.

YouTube was the destination of choice for 57% of Canadians who watched 68 videos totalling 180 mins per month.


Blogs “grew” 7% in 2007, against an index of 4% for Internet growth.

16mm, or 64%, of Canadians now visit blogs and even those in the 65+ demographic spend 2 days a year on blogs.


Web based email use is also growing disproportionately to Internet use – 6% pa vs. 4% pa


Canadians are voyeurs – “we” like to consume content passively rather than comment on or create new content ourselves. Interestingly enough, 64% of Canadians visit porn sites every 30 days.

You can download Bryan’s presentation here (direct download, PDF)

Which is nice.

Video Highlights of the conference are below.

The picture, FWIW, is Statto from the cult show Fantasy Football League.

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