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Social. Digital. Traditional. Media.

Scarborough. A SCARBOROUGH INFOGRAPHIC Social. Digital. Traditional. Media. The changing landscape. How has usage of media shifted as the country becomes more technologically savvy and socially inclined? Local market consumer insights firm Scarborough illustrates the ways media consumption has evolved due to increased internet access, the narrowing of the age gap in usage across media platforms, and the way geography influences media orientation. By understanding that these seismic shifts reflect an evolving balance of cross-platform media usage, marketers and advertisers can better craft their marketing mix and appeal to more diverse audiences. FOLLOW US ON & f Social Media 2009 Social Media grew 238% between 2009 and 2012. 16% of adults engaged with social media. 2012 Social media has seen unprecedented growth compared to all other media forms measured by Scarborough. 54% of adults engaged with social media. BY PLATFORM: in in 2010 2012 4% 8% 37% 51% 5% 8% 17% of U.S. Linkedin is the only platform for which the 35-49 age group indexes higher for usage adults think social media is important to meet or network with professional twitter facebook. Linked in 100% INCREASE 38% INCREASE 60% than the 18-34 crowd. INCREASE contacts. Age Ranges of social media users 53% are 18-34 years old 42% are 18-34 years old 31% are 35-49 years old 29% are 35-49 years old in 14% are 50-64 years old 2% are 65+ years old 2009 2012 22% are 50-64 years old 7% are 65+ years old NO TREND CAN CATCH ON WITHOUT THE PARTICIPATION OF ALL U.S. ADULTS. Though younger generations were responsible for starting the shift toward social media, in just three years older adults have begun to show participation levels on par with the original social media fans. 42% 23% of us. 14% of U.S. adults of U.S. adults agree the internet is their main source of entertainment. adults used social media in the past 30 days to post that they "like" something. think social media is important for them to show support of their favorite companies or brands. The percent of U.S. adults who accessed the internet in the past 30 days went from 57% in 2002 to 78% in 2012. 37% INCREASE Digital Media DIGITAL MEDIA USAGE FOR TOTAL U.S. ADULTS, 2002-2012 40% lo increase in reading news online 25% of U.S. adults 314% increase think social media is important for finding information about news or current events. watching video online 30% 63% increase in visiting newspaper websites 214% increase in listening to radio online 20% 300% increase in Americans are enthusiastic about the watching movies online opportunities for engagement with content on new devices, expanding the overall ways they can consume media. 10% 250% inerease in watching TV online 0% . 2002 2007 2012 Traditional Media TRADITIONAL MEDIA USAGE FOR NEWS CONSUMPTION, 2002-2012 Read newspaper Watched local TV news Listened to the news/talk/ information radio format 86% 80% 68% 75% 66% 27% 25% 25% 2002 2007 2012 While consumption of media on traditional platforms is declining or flat, Americans continue to pursue media. 71% of U.S. adults agree that having a mobile device that can do everything is very convenient. SMARTPHONES ТАBLET PCs Mobile Device Usage 450% 171% INCREASE INCREASE 8% 44% 7% 19% In 2006, 8% of U.S. adults lived in a household that owned a smartphone. In Tablet PC (iPad, Galaxy, Zoom, etc.) ownership went from 7% in 2011 to 2012 it was 44%. 19% in 2012. NEWS, WEATHER, & TRAFFIC NEWSPAPER VIDEOS 56% INCREASE 220% INCREASE 133% INCREASE 9% 14% 5% 16% 12% 28% In 2010, 5% of adults watched video clips on their smartphone. In 2012 it was 16%. In 2011, 9% of people used In 2010, 12% of adults got news/weather/traffic from their smartphones. In 2012 it was 28%. a mobile device to read the newspaper in the past 30 days. In 2012 it was 14%. Local Markets TOP 10 MARKETS FOR SOCIAL MEDIA USAGE IN 2012 TOP 10 MARKETS FOR SOCIAL MEDIA USAGE IN 2009 for social media 62% IN PAST 30 DAYS, 2009-2012 Seattle, WA 24% of US. adults think it's important to use social media to find local information. 60% 20% 61% 20% 60% Portland, OR Salt Lake City, UT 61% Kansas City, MO Columbus, OH 21% 59% Washington, DC 22% 20% Colorado Springs, CO 21% 59% San Francisco, CA 19% Norfolk, VA Baltimore, MD 13% of Austin, TX 18-34 year olds used social media in the past 30 days to follow or become a fan of something or someone. 20% 61% 20% 60% Atlanta, GA Dallas, TX Austin, TX has consistently maintained its position in the top three local markets for social media usage. 21% 62% Austin, TX For purchase information about this, or any other consumer topics, please contact: Scarborough Source: Scarborough USA+ Study, Release 2, 2002, 2006, Haley Dercher · 646.517.1042 2007, 2009, 2010, 2011, 2012 – Scarborough/GfK MRI [email protected] FOLLOW US ON & f dialog.scarborough.com Attitudinal Insights Data. © 2013 Scarborough. OScarborough. Scarborough. A SCARBOROUGH INFOGRAPHIC Social. Digital. Traditional. Media. The changing landscape. How has usage of media shifted as the country becomes more technologically savvy and socially inclined? Local market consumer insights firm Scarborough illustrates the ways media consumption has evolved due to increased internet access, the narrowing of the age gap in usage across media platforms, and the way geography influences media orientation. By understanding that these seismic shifts reflect an evolving balance of cross-platform media usage, marketers and advertisers can better craft their marketing mix and appeal to more diverse audiences. FOLLOW US ON & f Social Media 2009 Social Media grew 238% between 2009 and 2012. 16% of adults engaged with social media. 2012 Social media has seen unprecedented growth compared to all other media forms measured by Scarborough. 54% of adults engaged with social media. BY PLATFORM: in in 2010 2012 4% 8% 37% 51% 5% 8% 17% of U.S. Linkedin is the only platform for which the 35-49 age group indexes higher for usage adults think social media is important to meet or network with professional twitter facebook. Linked in 100% INCREASE 38% INCREASE 60% than the 18-34 crowd. INCREASE contacts. Age Ranges of social media users 53% are 18-34 years old 42% are 18-34 years old 31% are 35-49 years old 29% are 35-49 years old in 14% are 50-64 years old 2% are 65+ years old 2009 2012 22% are 50-64 years old 7% are 65+ years old NO TREND CAN CATCH ON WITHOUT THE PARTICIPATION OF ALL U.S. ADULTS. Though younger generations were responsible for starting the shift toward social media, in just three years older adults have begun to show participation levels on par with the original social media fans. 42% 23% of us. 14% of U.S. adults of U.S. adults agree the internet is their main source of entertainment. adults used social media in the past 30 days to post that they "like" something. think social media is important for them to show support of their favorite companies or brands. The percent of U.S. adults who accessed the internet in the past 30 days went from 57% in 2002 to 78% in 2012. 37% INCREASE Digital Media DIGITAL MEDIA USAGE FOR TOTAL U.S. ADULTS, 2002-2012 40% lo increase in reading news online 25% of U.S. adults 314% increase think social media is important for finding information about news or current events. watching video online 30% 63% increase in visiting newspaper websites 214% increase in listening to radio online 20% 300% increase in Americans are enthusiastic about the watching movies online opportunities for engagement with content on new devices, expanding the overall ways they can consume media. 10% 250% inerease in watching TV online 0% . 2002 2007 2012 Traditional Media TRADITIONAL MEDIA USAGE FOR NEWS CONSUMPTION, 2002-2012 Read newspaper Watched local TV news Listened to the news/talk/ information radio format 86% 80% 68% 75% 66% 27% 25% 25% 2002 2007 2012 While consumption of media on traditional platforms is declining or flat, Americans continue to pursue media. 71% of U.S. adults agree that having a mobile device that can do everything is very convenient. SMARTPHONES ТАBLET PCs Mobile Device Usage 450% 171% INCREASE INCREASE 8% 44% 7% 19% In 2006, 8% of U.S. adults lived in a household that owned a smartphone. In Tablet PC (iPad, Galaxy, Zoom, etc.) ownership went from 7% in 2011 to 2012 it was 44%. 19% in 2012. NEWS, WEATHER, & TRAFFIC NEWSPAPER VIDEOS 56% INCREASE 220% INCREASE 133% INCREASE 9% 14% 5% 16% 12% 28% In 2010, 5% of adults watched video clips on their smartphone. In 2012 it was 16%. In 2011, 9% of people used In 2010, 12% of adults got news/weather/traffic from their smartphones. In 2012 it was 28%. a mobile device to read the newspaper in the past 30 days. In 2012 it was 14%. Local Markets TOP 10 MARKETS FOR SOCIAL MEDIA USAGE IN 2012 TOP 10 MARKETS FOR SOCIAL MEDIA USAGE IN 2009 for social media 62% IN PAST 30 DAYS, 2009-2012 Seattle, WA 24% of US. adults think it's important to use social media to find local information. 60% 20% 61% 20% 60% Portland, OR Salt Lake City, UT 61% Kansas City, MO Columbus, OH 21% 59% Washington, DC 22% 20% Colorado Springs, CO 21% 59% San Francisco, CA 19% Norfolk, VA Baltimore, MD 13% of Austin, TX 18-34 year olds used social media in the past 30 days to follow or become a fan of something or someone. 20% 61% 20% 60% Atlanta, GA Dallas, TX Austin, TX has consistently maintained its position in the top three local markets for social media usage. 21% 62% Austin, TX For purchase information about this, or any other consumer topics, please contact: Scarborough Source: Scarborough USA+ Study, Release 2, 2002, 2006, Haley Dercher · 646.517.1042 2007, 2009, 2010, 2011, 2012 – Scarborough/GfK MRI [email protected] FOLLOW US ON & f dialog.scarborough.com Attitudinal Insights Data. © 2013 Scarborough. OScarborough.

Social. Digital. Traditional. Media.

shared by Scarborough on Mar 11
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How has usage of media shifted as the country becomes more technologically savvy and socially inclined?

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