Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
- Native, SoLoMo driving gains
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- Figure 1: U.S. social network ad sales, 2009-17
- Social carries one in seven online ad dollars
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- Figure 2: Social network share of total online ad sales, 2009-13
- The networker
- Penetration on pause, frequency on rise
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- Figure 3: Any use of social networks, January 2012 vs. March 2013
- Ads need to aim young
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- Figure 4: Positive response to ads on social networks, by age, March 2013
- Brand interactions ramping up
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- Figure 5: Attitudes toward brands and products on social networks, by age, January-August 2012
- Moms get viral
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- Figure 6: Use of social networks, by parental status, March 2013
- What we think
Issues in the Market
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- Do we care what brands or products our friends like?
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- Figure 7: Impact of friends’ likes on purchasing habits, by age, January-August 2012
- Are the opinions of friends more valuable than those of strangers?
- Mobile social: One step forward or two steps back?
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- Figure 8: Use of social networks away from home and work, March 2013
Insights and Opportunities
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- More viral potential among young, affluent, moms
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- Figure 9: Number of friends on most heavily used social network, by age, March 2013
- Figure 10: Number of friends on most heavily used social network, by household income, March 2013
- Youngest adults most viral
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- Figure 11: Attitudes toward sharing content, by age, March 2013
- Figure 12: Viral behavior on social networks, by age, January-August 2012
- Moms talking about networking
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- Figure 13: Viral behavior on social networks, by parental status and gender by age, January-August 2012
- Digital privacy preferences as segmentation
- Steering clear of indifference
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- Figure 14: Attitudes limiting value of social networks to brands, by age, March 2013
- Figure 15: Creating vs. browsing comments, by age, January-August 2012
- Partnering with check-in services
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- Figure 16: Frequency of use of check-in services, by age, March 2013
Trend Application
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- Inspire Trend: Locavore
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- Figure 17: Use of social networks away from home and work, by age, March 2013
- Figure 18: Trends related to mobile use of social networks, by age, March 2013
- Inspire Trend: Attention Economy
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- Figure 19: Attitudes toward interacting with brands on social networks, by number of friends, March 2013
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- Figure 20: Attitudes toward interacting with brands on social networks, by number of properties followed or liked, March 2013
- Mintel Futures: Generation Next
Market Size and Forecast
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- Key points
- Social goes native
- SoLoMo to drive sales
- Sales and forecast
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- Figure 21: U.S. social network ad sales, at current dollars, 2009-17
- Figure 22: U.S. social network ad sales, at inflation-adjusted dollars, 2009-17
Competitive Context
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- Key points
- Reaching young, affluent difficult offline
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- Figure 23: Shift from traditional media to online media, by age, January-August 2012
- Figure 24: Shift from traditional media to online media, by household income, January-August 2012
- Share of online ad sales doubles from 2009-13
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- Figure 25: Social network ads share of total online ad sales, 2009-13
Market Drivers
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- Key points
- Majority of teens and adults own a smartphone
- The rise of phablets
- Rollout of 4G
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- Figure 26: Attitudes toward cellular internet speed, by cellular service provider, September 2012
- Data allotments largely limited on mobile web
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- Figure 27: Monthly cellular data allotment, by age, September 2012
- Wi-Fi offers free access to mobile web
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- Figure 28: Devices used to access the internet at home, February 2010-August 2012
Leading Companies
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- Key points
- Facebook: Four times the daily usage of any competitor
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- Figure 29: Frequency of visits to social networks, March 2013
- Frequency of visits to Facebook still climbing
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- Figure 30: Number of visits to Facebook in past 30 days, February 2009-August 2012
- LinkedIn makes gains
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- Figure 31: Use of social networks, January 2012 vs. March 2013
Innovations and Innovators
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- Ryan Holmes is watching these social networks
- Medium
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- Figure 32: Medium homepage, May 2013
- Pheed
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- Figure 33: Pheed homepage, May 2013
- Flayvr
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- Figure 34: Flayvr album screenshot, May 2013
- Thumb
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- Figure 35: Thumb homepage, May 2013
- Chirpify
- Chirp
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- Figure 36: Chirp homepage, May 2013
- Facebook developments
- Graph Search
- Voice
- Facebook Home
- Custom Audiences
- Lookalike Audiences
- Facebook Exchange
- Gifts
Social Network Usage
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- Key points
- Age and gender primary segments
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- Figure 37: Use of social networks, by age, March 2013
- Figure 38: Frequency of visits to social networks, by age, January-August 2012
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- Figure 39: Use of social networks, by gender, March 2013
- Figure 40: Frequency of visits to social networks, by parental status and gender by age, January-August 2012
- Mombook
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- Figure 41: Number of visits to Facebook in past 30 days, by parents with children in household, January-August 2012
- Figure 42: Use of social networks, by parental status, March 2013
- Mobile social
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- Figure 43: Use of social networks away from home and work, by age, March 2013
- Figure 44: Use of social networks away from home and work, by gender, March 2013
- Young men like checking in
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- Figure 45: Use of check-in services, by gender and age, March 2013
Brand Interaction
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- Key points
- Interest in following brands on the rise
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- Figure 46: Attitudes toward following brands and sharing interest in brands, January 2011-August 2012
- Figure 47: Attitudes toward following brands and sharing interest in brands, by age, January-August 2012
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- Figure 48: Number of properties followed or liked, companies/brands vs. entertainment, March 2013
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- Figure 49: Number of properties followed or liked, by age, March 2013
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- Figure 50: Media followed on social networking sites, by age, January-August 2012
- Segmenting networkers by attitudes toward brand interactions
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- Figure 51: Attitudes toward interacting with brands on social networks, by age, March 2013
Response to Ads
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- Key points
- Social ads primarily for 18-44s
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- Figure 52: Responses to ads, by age, March 2013
- Above for guys, below for gals
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- Figure 53: Responses to ads, by gender and age, March 2013
Impact of Race and Hispanic Origin
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- Key points
- Hispanics stand out
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- Figure 54: Frequency of visits to social networks, by race and Hispanic origin, January-August 2012
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- Figure 55: Media followed on social networks, by race and Hispanic origin, January-August 2012
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- Figure 56: Number of visits to Facebook in past 30 days, by languages spoken in home, January-August 2012
- Social network ads of greater interest to multicultural groups
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- Figure 57: Attitudes toward social networking sites, by race and Hispanic origin, January-August 2012
Appendix – Other Useful Consumer Tables
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- Gender and age
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- Figure 58: Response to ads, by gender, March 2013
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- Figure 59: Attitudes toward social networking, by gender and age, March 2013
- Parental status
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- Figure 60: Any use of social networks away from home and work, by parental status, March 2013
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- Figure 61: Attitudes toward interacting with brands on social networks, by parental status, March 2013
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- Figure 62: Response to ads, by parental status, March 2013
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- Figure 63: Number of friends, by parental status, March 2013
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- Figure 64: Number of properties followed or liked, by parental status, March 2013
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- Figure 65: Attitudes toward social networking, by parental status, March 2013
- Race and Hispanic origin
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- Figure 66: Use of social networks, by race and Hispanic origin, March 2013
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- Figure 67: Use of social networks away from home and work, by race and Hispanic origin, March 2013
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- Figure 68: Number of properties followed or liked, by race and Hispanic origin, March 2013
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- Figure 69: Attitudes toward social networking, by race and Hispanic origin, March 2013
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- Figure 70: Responses to ads, by race and Hispanic origin, March 2013
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- Figure 71: Attitudes toward interacting with brands on social networks, by race and Hispanic origin, March 2013
- Household income
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- Figure 72: Use of social networks, by household income, March 2013
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- Figure 73: Use of social networks away from home and work, by household income, March 2013
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- Figure 74: Attitudes toward social networking, by household income, March 2013
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- Figure 75: Attitudes toward interacting with brands on social networks, by household income, March 2013
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- Figure 76: Responses to ads, by household income, March 2013
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- Figure 77: Use of social networks, by household income, March 2013
- Social network usage
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- Figure 78: Attitudes toward social networking, by use of social networks away from home and work, March 2013
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- Figure 79: Responses to ads by properties followed or liked, March 2013
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- Figure 80: Responses to ads, by number of friends, March 2013
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- Figure 81: Attitudes toward social networking, by number of friends, March 2013
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- Figure 82: Attitudes toward social networking, by number of properties followed or liked, March 2013
Appendix: Trade Associations
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