5 Significant Recent Social Media Marketing Studies

#1: 26 Million (1 in 7) U.S. Adults Will Use Twitter Monthly by 2010

Social Media Usage Growing Among US Adults

A recent September eMarketer study found that “In 2009, there will be 18 million adults in the USA who access Twitter on any platform at least monthly (+200% YOY). Usage will reach 26 million adults in 2010 (+44.4% YOY)”.

This is a change from an earlier assessment that had stated there were indications of large numbers of users abandoning the site shortly after signing up, and many others using it just sporadically. They have now revised their estimates because “recent data shows healthy—and growing—percentages of U.S. Internet users adopting the popular microblogging platform”.

Record usage numbers are also being reported by Facebook which in September hit the 300 million-user mark (roughly the size of the USA’s population).

#2: Americans Spend 17% of Online Time on Social Media Sites

As social media platforms continue to grow in popularity and utilization a recent study by The Nielson Company has found that 17% of time spent online was at social networking sites (up from just 6% one year prior – August 2008). Advertisers are responding. Online ad spend increased by 119% YOY to $108 million in August 2009.

#3: More Than 50% of Marketers Will Be Using Social Media in 2010

Social media marketing is becoming a key component of media planning according to the “2010 Media Planning Intelligence Study” by the Center for Media Research. 56.3% of marketers stated that social media would “realistically” be included in their 2010 marketing plan. The top 5 most popular media buys planned for 2010:

* Email (57%)

* Social media (56%)

* Search (50%)

* Radio (42%)

* Magazines (42%)

Of note, 57% reported they will buy non-traditional media, including online, display video, mobile and event sponsorships. 43% reported they will remain with the more traditional media, such as TV, print and radio.

#4: 51% of Businesses See Blogs as the Most Useful Social Media Tool

McKinsey Quarterly’s “Global Survey” addressed perceptions of different social media technologies. eMarketer reported that “when it came to customer-related benefits, blogs were the most useful tool, bringing measurable benefits to 51% of responding companies worldwide. That was followed by video-sharing and social networking at 48% each, and RSS feeds at 45%.”

The top three benefits of Web 2.0 marketing were reported as:

* Increased marketing effectiveness (52%)

* Higher customer satisfaction (43%)

* Reduced marketing costs (38%)

#5: 75% of Marketers Plan to Increase Social Media Use in 2010

A recent survey by Unisfair found that marketers plan to focus this next year on attracting and retaining customers – with social media viewed as a key tool. The 3 top marketing priorities will be:

* New customer acquisition (60%)

* Customer retention and engagement (48%)

* Thought leadership (45%)

The top 5 marketing tactics targeted for increases in next year’s marketing mix:

* Social media (75%)

* Web search/SEO (51%)

* Email campaigns (49%)

* Virtual events (48%)

* Online advertising (28%)

The top 3 social media platforms:

* LinkedIn (26%)

* Facebook (23%)

* Twitter (17%)

Sources: SM Examiner, Nielsen, Twitter, eMarketer

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