Perspectives, News & Opinions From The Researchers At Edison

The Social Habit 2011

Entry by Tom Webster | Sunday, May 29th, 2011 | Permalink

The Social Habit is a new study conducted by Edison Research and Arbitron, and is derived from the 19th Edison/Arbitron Internet and Multimedia Research Series, one of the longest-running studies of consumer adoption of the Internet, new media and other technologies in existence.

This study was originally presented by Edison Vice President of Strategy Tom Webster at Blogworld in New York on May 25, 2011, and presented new, unreleased data for 2011 on America’s adoption of social networking sites and services, with a detailed look at Facebook and Twitter usage, mobile social behavior, and location-based apps and services.

Highlights of the study included the following:

Social Media now reaches the majority of Americans 12+, with 52% having a profile on one or more social networks.

This figure is driven largely by Facebook, which is now used by over half (51%) of Americans 12+.

Twitter is as familiar to Americans as Facebook (with 92% and 93% familiarity, respectively); however, Twitter usage stands at 8% of Americans 12+.

Approximately 46 million Americans 12+ now check their social media sites and services several times every day.

Much of this frequent usage is driven by mobile access. 56% of frequent social network users own smartphones, and 64% of frequent social networkers have used a mobile phone to update their status on one or more social networks.

Location-based sites and services (such as Foursquare and Facebook Places) are familiar to 30% of Americans 12+, and used by 4% of Americans 12+.

One in four social network users knowingly follow brands, products or services on social networks. For those who use these sites and services several times per day, this figure increases to 43%.

Amongst those who do follow brands, products or companies on social networks, 80% indicate that Facebook is the network they use the most to connect with companies.

Nearly a quarter of social network users indicated that Facebook is the social site or service that most influences their buying decisions. No other site or service was named by more than 1% of the sample, and 72% indicated that no one social site or service influenced their buying decisions the most.

The complete series of data slides can be downloaded here, or viewed below.

How the study was conducted

A total of 2,020 persons were interviewed to investigate Americans’ use of digital platforms and new media. From January 4 to February 2, 2011, telephone interviews were conducted with respondents age 12 and older chosen at random from a national sample of Arbitron’s Fall 2010 survey diarykeepers and through random digit dialing (RDD) sampling in geographic areas where Arbitron diarykeepers were not available for the survey. Diarykeepers represent 46% of the completed interviews and RDD sampled respondents represent 54% of the completed interviews. The study includes a total of 480 cell phone interviews.

32 Responses to “The Social Habit 2011”

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  8. [...] Even as users migrate to other social media networks, Facebook is still king of social media content and one of the most popular phone apps. Edison Research narrows it down: [...]

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  10. [...] population is among the most – if not the most – online-savvy on the globe. According to Edison Research, 88% have internet access. And social media has taken the nation by storm, with 52% of all [...]

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  20. [...] Lastly, all businesses should consider getting a Facebook page. Nearly 51% of Americans ages 12 and up have a Facebook page and nearly a quarter of social network users indicated that Facebook is the social site or service that most influences their buying decisions [...]

  21. [...] in a recent release from Edison Research, they stated that Facebook is the one social media site that people allow to influence their buying [...]

  22. [...] Edison Research found that while most Americans (97%) were aware of Twitter, only 8% of Americans had a profile on Twitter (20 million Americans), and of that 8%, only 3 out of 10 used it every day.  Compare that to the 51% of Americans with a profile on Facebook.  Only about 40% of registered Twitter accounts globally are considered “active” and of those active accounts, barely half have posted an update, reply or retweet in a month or more. [...]

  23. [...] is a huge audience online. This Edison report shows that more than half of Americans who are +12 or older are using social [...]

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  27. [...] we found a very interesting study about social media that was presented on May 25, 2011 by Edison Research and Arbitron that presents some very interesting statistics about social media use in America today. One [...]

  28. [...] is a huge audience online. This Edison report shows that more than half of Americans who are age 12 or older are using social [...]

  29. [...] in active social networking. According to Edison Research, a market research and polling firm, in 2011 that included 46 million Americans over the age of 12 who checked their social-media sites a… and the 33% of social-media users who followed a brand on a social network this year (more than [...]

  30. [...] African Americans make up 13 percent of the U.S. population, they account for 22 percent of Twitter users, according to Edison [...]

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