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Sensis® Social Media Report
Sensis® Social Media Report
What Australian people and businesses
are doing with social media
May 2011
Developed in association with
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Sensis® Social Media Report
Table of contents
Table of content
FOREWORD
3
ExEcutivE SummaRy
4
mEthODOlOgy
7
SEctiOn 1: thE gEnERal public anD SOcial mEDia
8
Internet access
9
Social networking site usage
10
Social networking site usage by age and gender
10
Social networking site usage by location
11
Reasons for not using social media
11
Reasons for not using social media – verbatim comments
12
Social networking sites used
13
Social networking sites used by location
13
Frequency of using social networking sites
14
Time spent of social networking sites
15
Number of friends, contacts or followers
15
Number of friends, contacts or followers by location
16
Number of Twitter accounts followed
16
Devices used to access social media
17
Where are social networking sites used?
17
Reasons for using social networking sites
18
Types of products or services researched on social networking sites
20
Last search occasion
21
Brands or businesses followed on Twitter
22
Social networking groups associated with businesses or brands
22
What do customers want from businesses or brands followed?
23
Advertising on social networking sites
23
Group buying sites usage
24
Frequency of use and time spent on group buying sites
24
Provision of online ratings
25
Use of online reviews or blogs
26
Posting of online reviews or blogs
27
Use and posting of online reviews or blogs by location
28
SEctiOn 2: auStRalian buSinESSES anD SOcial mEDia
29
Use of social media - summary
30
Use of social media by business category (small/medium)
30
Use of social media by location (small/medium)
31
Business investment in social media
32
Percentage of marketing budget allocated to social media
32
Uses of social media
33
Who is responsible for a business’ social media presence?
34
How is traffic driven to a business’ social media presence?
34
Expectations for the next 12 months
35
abOut SEnSiS
36
abOut aimia
36
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Sensis® Social Media Report
Foreword
In only a few short years, the rise of social media has created a fundamental shift in consumer
behaviour. Today, 62% of Australian internet users use a variety of social media platforms, with
many visiting every day and most at least a few times a week.
Clearly, social networking meets a core human need for contact, community and comment.
For the consumer, social media is the total package – communications, applications, community,
entertainment, shopping and advertising all rolled in to one. And for many, it’s easy to use.
Yet most small to medium sized businesses, and half of Australia’s large businesses surveyed don’t
have a social media presence.
Australian businesses need to be alive to the opportunities and challenges of engaging with
consumers and customers in this very different environment. Businesses should also be monitoring,
responding and looking at proactive strategies to manage the way their business is presented and
reviewed online.
AIMIA is delighted to partner with Sensis in the development and distribution of the Sensis Social
Media Report. As well as providing further insight into the rapid changes in consumer behaviour
being wrought by social media platforms, this report gives Australian businesses, small, medium and
large, a range of compelling reasons for joining the social media revolution.
John butterworth
CEO
AIMIA
3
Sensis® Social Media Report
Executive Summary
Get on board the revolution
Throughout the decades The Beatles, T-Rex, Transvision Vamp, Arrested Development and various
others have sung about ‘revolution’.
Gen Y delivered one: social media.
As the ultimate form of expression, social media is now an undeniable force in modern-day
communication. And it has businesses everywhere scratching their heads wondering how best to
use it to engage with consumers.
Sensis, in conjunction with the Australian Interactive Media Industry Association, surveyed 803
Australian consumers and 1,944 Australian businesses to get the real story on how social media
channels are being used.
For the purposes of this report, the term social media refers to:
• Social networking websites, specifically Facebook, LinkedIn, Twitter and MySpace
• Online blogs and online rating and review mechanisms
• Group buying websites including Cudo, Scoopon, Spreets, Jump On It, Living Social, Zoupon, eBay,
Catch of the Day, Zazz, Daily Deals, Stardeals and Deals Direct.
The surveys discovered that while 62% of online Australians use social media, only 14% of small
businesses, 25% of medium-sized businesses and 50% of large businesses have a social media
presence.
The findings detailed in this report aim to help Australian businesses to make more informed
decisions about how to use these channels to engage with consumers.
Australians and social media
The consumer survey found that 62% of internet users have a presence on social networking
sites such as Facebook, Twitter, MySpace or LinkedIn. Facebook dominates the social media space,
capturing 97% of social networking users and 60% of all internet users. It is used by more than 90%
of social media users from both sexes and by all age groups, with average users spending more than
five hours a week on the site.
The vast number of people using social media indicates a huge opportunity for brands to connect
with people, but marketers should respect how people view their social media interactions. The top
reasons people use social media are catching up with friends and family, sharing photos or videos,
and coordinating social events. Many consumers take no notice of advertising on social networking
sites.
While only 12% of social media users said they use social networks for researching products, 36%
said that the last time they used social media to research a product or service resulted in a purchase.
Notably, 70% of those purchases were online. The types of products and services most commonly
researched on social networking sites are clothing/fashion, electrical goods, furniture/things for the
home, computers/software and music.
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Sensis® Social Media Report
There is a clear opportunity to build consumer relationships and sales via social media. The most
important factor is how that connection is made. Social media users are most interested in what
businesses can give them in the form of discounts (57%), giveaways (45%), invitations to events
(41%) and product information (41%).
Blogs and reviews have a notable influence on buying decisions, with 63% of social media users
reading reviews before making a purchase decision. On average, people read six reviews before
making a decision. However, only 24% of online users post blogs or reviews, so reaching that 24%
of ‘influencers’ is key for marketers.
The majority of social media users (64%) don’t follow any brands or businesses on Twitter, suggesting
that marketers need to carefully plan their Twitter strategy so it connects with their audience.
Some interesting social media usage patterns emerge across the different states. South Australian
and Western Australian social media users use it an average of 11 times a week compared to
14.8 times for Tasmanians, who have the highest levels of usage. South Australian social media
users have the lowest average number of social networking ‘friends’ with 143 compared to 241 for
Victoria and 235 for NSW. Tasmanians are by far the most likely to follow a social networking group
associated with a brand or business, with 39% of Tasmanian social media users saying they do so.
The next most likely is New South Wales (22%) and Victoria (23%). Tasmanians are also the most
likely to post a review or blog (37%), followed by the Northern Territory (28%). The likelihood of
respondents reading a review or blog was much more consistent, ranging between 61% and 69%
across all states and territories.
Group buying is an increasingly compelling option for marketers, with 12% of social media users
now accessing group buying sites. Surprisingly, 40-49 year olds are most likely to use them. Usage is
relatively low in South Australia, Tasmania and the Territories. Cudo is the most commonly accessed
group buying site followed by Scoopon, Spreets and Jump on It.
Australian businesses and social media
Small, medium and large businesses will maintain or increase their expenditure on a social media
presence in the coming year and most expect a return on their investment through increased sales.
South Australia has the lowest number of businesses using social media (11%). Queensland and ACT
have the highest, at 20%.
Large companies have been seeing the benefits of engaging in social media through more direct and
open relationships with customers, faster marketplace responses and increased efficiency around
marketing, customer service and product development.
Small-to-medium sized businesses have been lagging behind, although this seems to be changing.
In the past year there’s been more social media ‘experimentation’ and we can expect to see uptake
increase in the next six to 12 months as more businesses realise the need to be actively involved in
this space where people are spending more and more of their time online.
Most businesses investing in social media are unaware of the amount they’ve invested, and don’t
measure the return on their investment. Social media usually attracts less than 5% of total marketing
budget, with the majority of businesses expected to spend the same or more on social media in the
next 12 months.
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Sensis® Social Media Report
The tactics used by businesses to drive traffic to their site are not clearly identified. 49% of large
businesses responded ‘other’ when asked how they drive traffic to their social media presence.
Across the board, the most common way businesses drive people to their social media presence is
through their website.
The research indicates businesses are focused on establishing, maintaining and updating their social
media presence rather than driving people to it. Social media plays a critical role in marketing and
reputation management, one that is being underestimated by many brands and businesses.
While social media usage and applications will continue to evolve over the coming months and
years, three things are certain:
It’s only going to get bigger.
No business can afford to ignore it.
And, you won’t fool the children of the revolution.
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Sensis® Social Media Report
Methodology
This report contains the results of research conducted by Sweeney Research between January and
March 2011.
Consumer Survey
The research consisted of a telephone survey among 803 randomly selected respondents across
Australia. Quotas were applied to provide for adequate representations in each age group and both
genders. Quotas were also applied on location to ensure coverage across metropolitan and regional
areas in each State and Territory. The interview took approximately 10 minutes to administer and
fieldwork was conducted in late February/early March 2011. The data was weighted by age and
gender within location so that the results are reflective of the actual Australian population. Sample
sizes by age and gender are shown below.
Sample size - consumer
Total
Male
Female
14 to 19 years of age
100
47
53
20 to 29 years of age
140
73
67
30 to 39 years of age
134
67
67
40 to 49 years of age
135
68
67
50 to 64 years of age
160
80
80
65 plus years of age
134
67
67
total
803
402
401
Business Survey
The findings for small businesses (1 to 19
Sample size - business
employees) and medium-sized business (20 to
Number of employees
199 employees) come from additional questions
Sample
included in the February 2011 Sensis® Business
1 to employees
670
Index. These findings are based on interviews
3 to 4 employees
314
with some 1,800 SME proprietors from across
5 to 9 employees
292
Australia. Quotas are applied on business size,
10 to 19 employees
205
total small business
1,481
20 to 99 employees
279
100 to 199 employees
33
business type and location to ensure that the
sample is reflective of the actual population
across Australia. Interviews were conducted in
the period 18 January to 11 February 2011.
total medium business
312
The findings for large business (200+ employees)
200 to 999 employees
90
are based on a separate survey conducted
1,000+ employees
61
Total medium business
151
among 151 marketing decision-makers in large
businesses. Quotas were again applied to ensure
grand total
an adequate representation across the various
regions of Australia. Interviewing for this survey
was conducted in early March 2011. Total sample
sizes by business size are shown opposite.
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1,944
Sensis® Social Media Report
Section 1
The general public and social media
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Sensis® Social Media Report
Internet Access
All but 6% use the Internet and qualified for the survey. Internet usage remains at the 90%+ level
across all age groups until we reach 65+ where it drops to just 80%.
Frequency of accessing the Internet
Base:
Q.
Proportion who access the Internet
All contacts (862)
How often, if at all, do you access the Internet – either on a computer or on your mobile phone or other devices such
as an iPad or iPod Touch?
Queensland has lower than average Internet usage at 88%. Tasmania recorded 100% internet usage.
Proportion who access the Internet by location
Base:
Q.
All contacts (862)
How often, if at all, do you access the Internet – either on a computer or on your mobile phone or other devices such
as an iPad or iPod Touch?
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Sensis® Social Media Report
Social networking site usage
Among Internet users, some 62% use social networking sites such as Facebook, Twitter, MySpace
or LinkedIn. Roughly a third use every day – with most of the balance using it at least a few times
a week. Based on all Internet users, the average frequency of accessing social networking sites is
about 12.4 times per month. Among those who actually access sites, the average frequency is 18
times per month – about 4.5 times a week.
Frequency of using social networking sites
Average = 12.4 times per month
Base:
Q.
All Internet users (803)
How often, if at all, do you use social networking sites such as Facebook, Twitter, MySpace or LinkedIn?
Social networking site usage by age and gender
Females are more likely than males to use social networking sites and are much more likely to be
frequent users. There are big variations by age group – with almost all of those aged under 30 (93%)
using sites and the majority using everyday. Those aged over 40 are substantially less likely to be
users overall.
Social networking site usage by age and gender
Total
Male
20-29
30-39
40-49
50-64
65+
(803)
(402)
(401)
(100)
(140)
(134)
(135)
(160)
(134)
Everyday
30%
25%
36%
70%
52%
39%
14%
15%
5%
Most days
10%
9%
11%
15%
20%
9%
11%
5%
3%
A few times a week
8%
8%
8%
7%
12%
10%
7%
7%
5%
Once a week
5%
6%
5%
1%
6%
6%
5%
5%
8%
Less than weekly
9%
10%
7%
0%
4%
9%
22%
5%
10%
Never
38%
42%
34%
7%
7%
27%
41%
64%
69%
average times per week
12.4
10.6
14.1
24.9
21.4
15.2
7.9
6.5
3.1
Base:
Q.
Female 14-19
All Internet users
How often, if at all, do you use social networking sites such as Facebook, Twitter, MySpace or LinkedIn?
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Sensis® Social Media Report
Social networking site usage by location
Usage levels are reasonably consistent across the States and Territories – although those in Tasmania
are more likely than average to be frequent users of social media.
Social networking site usage by location
Total
TAS
NT
ACT
METRO
NON-METRO
(803) (134) (134) (134) (101) (101)
(67)
(67)
(65)
(604)
(199)
Everyday
30%
30%
30%
33%
24%
27%
44% 24% 34%
32%
32%
Most days
10%
12%
13%
4%
9%
9%
4%
11%
9%
10%
10%
A few times a week
8%
8%
6%
10%
14%
6%
3%
13%
2%
8%
8%
Once a week
5%
4%
5%
9%
2%
4%
2%
6%
9%
5%
7%
Less than weekly
9%
9%
6%
9%
10%
11%
7%
17% 14%
9%
8%
Never
38%
36%
40%
34%
41%
42%
39% 29% 32%
38%
36%
average times per week
12.4
12.9
12.5
12.4
11.0
11.1
14.8 11.6 12.9
12.3
12.8
Base:
Q.
NSW
VIC
QLD
SA
WA
All Internet users
How often, if at all, do you use social networking sites such as Facebook, Twitter, MySpace or LinkedIn?
Reasons for not using social media
The chart below summarises reasons for not using social networking sites and shows that lack of
interest/appeal is the primary reason. At a lower level, some are concerned about the time it would
take up, security and lack of computer expertise.
Reasons for not using social networking sites
Not Interested/never appealed to me
Too time consuming/don’t have the time for them
Security concerns/lack of privacy/intrusive
I don’t believe in them/don’t agree with it
I’m not computer savvy/don’t know how to access
Prefer face to face/catch up with friends/family
I use the phone or text when want to talk to friends
Prefer to email when want to communicate with people
Don’t like to tell people about myself/my business
Base:
Q.
Non users of social media (313)
Why don’t you use social networking sites?
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Sensis® Social Media Report
Reasons for not using social media - verbatim comments
“I don’t like what they represent. I get
bombarded by people claiming to be my
friend and it seems ridiculous”
“I am totally
uninterested”
(Female 50 to 64 years)
(Female over 64 years)
“I am a teacher. It is banned
in schools”
“Not allowed to
have them”
(Male 30 to 39 years)
(Male 14 to 17 years)
“I have four children
under three”
“I am in year 12 and I don’t want to
get distracted”
(Female 30 to 39 years)
(Female 14 to 17 years years)
“I have issues with the
privacy involved”
“I don’t need it. I don’t
want to be sitting at the
computer all day I want to
be outside exercising”
(Male 18 to 19 years)
“I don’t see the need
for them. I don’t know
how I could benefit
from using them.”
(Female over 64 years)
(Male 40 to 49 years)
“Because it is rubbish”
(Male 20 to 29 years)
“Waste of bloody time.
You can just get sucked
in and spend all day on it
and achieve nothing”
“They freak me out a bit. I hear too many
stories. And I like my privacy”
(Female 40 to 49 years)
(Male over 64 years)
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Sensis® Social Media Report
Social networking sites used
Facebook dominates as the most used social networking site, being used by 97% of social networking
participants or 6 out of 10 Internet users. Facebook is used by more than 90% of social media users
from both sexes and all age groups. Linked in and Twitter are both used by just under 1 in 10 social
networking site users with MySpace being used by just 4%. Twitter tends to be used more by the
younger age groups and LinkedIn by the older segments. MySpace has the strongest following
among the 18-39s.
Social networking sites used
Site
Facebook
97%
Male
Female
14-19
20-29
30-39
40-49
50-64
65+
(224)
(266)
(92)
(130)
(94)
(78)
(58)
(38)
95%
99%
98%
98%
93%
99%
97%
99%
LinkedIn
9%
11%
8%
1%
3%
12%
14%
17%
14%
Twitter
8%
9%
7%
9%
7%
14%
3%
5%
4%
Myspace
4%
6%
3%
4%
3%
9%
1%
4%
0%
Other
3%
8%
1%
4%
3%
8%
5%
1%
5%
Base:
Q.
Users of social media (490)
Which of these social networking sites do you use?
Social networking sites used by location
Facebook dominates in all states. LinkedIn is slightly more popular in NSW and the ACT. Queensland,
Tasmania and the ACT have the highest Twitter usage rates.
Sites used by location
Non-Metro
Total
NSW
VIC
QLD
SA
WA
TAS
NT
ACT
Metro
(490)
(93)
(77)
(90)
(64)
(48)
(32)
(43)
(43)
(366)
Facebook
97%
98%
97%
95%
93%
98%
98%
99%
98%
98%
95%
LinkedIn
9%
14%
8%
5%
6%
6%
3%
1%
15%
12%
2%
Twitter
8%
10%
5%
11%
4%
2%
11%
6%
12%
7%
10%
Myspace
4%
5%
5%
3%
4%
0%
0%
0%
2%
2%
9%
Sites
Base:
Q.
Users of social media (490)
Which of these social networking sites do you use?
13
(134)
Sensis® Social Media Report
Frequency of using social networking sites
On average, Facebook users use the site around 16 times a week. Average Twitter usage frequency
is 23 times a week, LinkedIn around 8 times a week and MySpace around 3 times a week
Frequency of using social networking sites
Proportion
who use
Site
Number of times per week
Under 1
1 to 2
3 to 5
6 to 10
Average
11 to 19
20+
times per
week
Facebook
97%
5%
20%
20%
24%
12%
18%
16.2
LinkedIn
9%
17%
31%
21%
14%
3%
14%
7.7
Twitter
8%
9%
15%
13%
28%
8%
28%
23
Myspace
4%
33%
46%
6%
14%
0%
1%
2.6
Base:
Q.
Users of social media (490)
In a typical week, how many times would you use Facebook/LinkedIn/Twitter/MySpace?
The charts below look at average usage frequency for Facebook in more detail. Usage frequency
peaks at more than 40 times a week for the 14-19 year olds and is higher than average in Victoria
and lower in the Northern Territory.
Average usage occasions per week - Facebook
Total
Average usage occasions per week - Facebook
16.2
Male
Total
14.0
Female
New South Wales
17.8
14-19
19.1
30-39
12.4
13.1
Victoria
36.7
20-29
16.2
19.9
Queensland
19.1
South Australia
13.6
Western Australia
17.6
40-49
7.5
Tasmania
9.6
50-64
7.0
Northen Territory
9.5
65+
7.3
A.C.T.
14.1
Metro
13.8
Non-metro
Base:
Q.
Users of Facebook (473)
In a typical week, how many times would you use Facebook/LinkedIn/Twitter/MySpace?
14
23.8
Sensis® Social Media Report
Time spent on social networking sites
On average, Facebook users spend around 20 minutes on the site each time they access it. If the
average time spent is multiplied by the average number of usage occasions, the typical user would
spend more than 5 hours per week on the site. LinkedIn, Twitter and MySpace users tend to spend
less time when logged on to these sites, averaging around 12 minutes per visit.
Time spent on social networking sites
Proportion
who use
Site
Average time spent on each usage occasion
Average
Up to 2
3 to 5
6 to 10
11 to 15
16 to 30
Over 30
time
minutes
minutes
minutes
minutes
minutes
minutes
(mins)
Facebook
97%
5%
17%
22%
15%
19%
22%
21.1
LinkedIn
9%
19%
25%
10%
17%
16%
11%
13.1
Twitter
8%
29%
17%
22%
19%
8%
6%
11.4
Myspace
4%
28%
13%
19%
8%
13%
19%
14.8
Base:
Q.
Users of social media (490)
And roughly how long would you spend each time you use Facebook/LinkedIn/Twitter/MySpace?
Number of friends, contacts or followers
Across all social networking users, the average number of friends, contact or followers falls at 217,
with more than 50% claiming to have more than 100 contacts in their network. Females have
marginally more contacts than males, but there are big differences across the age group varying
from the low of 117 for the 65+ to a high of 353 for the 14-19 year olds.
Number of friends, contacts or followers
Male
Female
14-19
20-29
30-39
40-49
50-64
65+
(224)
(266)
(92)
(130)
(94)
(78)
(58)
(38)
Up to 20
12%
11%
12%
1%
2%
4%
28%
19%
44%
21 to 50
11%
12%
9%
1%
3%
9%
21%
21%
24%
17%
18%
5%
13%
33%
21%
15%
14%
23%
20%
18%
34%
17%
16%
19%
13%
28%
37%
68%
42%
33%
11%
19%
2%
6%
9%
3%
7%
7%
5%
3%
7%
3%
average = 217
209
224
353
257
209
127
155
117
51 to 100
18%
101 to 200
21%
Over 200
Don’t Know
Base:
Q.
33%
Users of social media (490)
How many different friends, contacts or followers do you have on all your social networking sites?
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Sensis® Social Media Report
Number of friends, contacts or followers by location
Analysis by location reveals that those in NSW and Victoria have the largest number of friends,
contacts or followers.
Average number of friends, followers or contacts by location
Total
217
New South Wales
235
Victoria
241
Queensland
215
South Australia
143
Western Australia
178
Tasmania
160
Northen Territory
161
A.C.T.
166
Metro
233
Non-metro
Base:
Q.
200
Users of social media (490)
How many different friends, contacts or followers do you have on all your social networking sites?
Number of Twitter accounts followed
On average, Twitter users follow 35 accounts.
Number of Twitter Accounts Followed
Up to 5
16%
6 to 10
18%
11 to 20
14%
21 to 50
20%
Over 50
20%
Don’t know
13%
Average = 35
Base:
Q.
Users of Twitter (38)
Approximately how many Twitter accounts do you follow?
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Sensis® Social Media Report
Devices used to access social media
Around 6 in 10 use desktops or laptops to access their social media sites, with 34% using a smart
phone and around 1 in 20 using an iPod Touch-type device or a tablet. Among the 14-19 year olds,
a high 52% access via smart phone – the equivalent to the proportion accessing sites through a
desktop and almost as much as the proportion accessing through a laptop computer.
Devices used to access social media
Desktop computer
60%
Laptop computer
50%
Smart Phone
34%
Male
Female
14-19
20-29
30-39
40-49
50-64
65+
(224)
(266)
(92)
(130)
(94)
(78)
(58)
(38)
65%
57%
52%
52%
57%
66%
75%
81%
54%
62%
61%
70%
59%
54%
59%
24%
36%
31%
52%
42%
37%
23%
22%
0%
iPod Touch or similar
5%
3%
7%
10%
5%
4%
2%
7%
3%
iPad or other tablet
4%
1%
6%
2%
3%
5%
5%
8%
3%
0%
2%
2%
3%
0%
0%
0%
0%
Other
Base:
Q.
1%
Users of social media (490)
What devices do you use to access social network sites?
Where are social networking sites used?
Most (97%) access sites at home, most often in the living room or study, and frequently in the
bedroom. Around 1 in 5 access them at work and 10% at school or college. Quite a high proportion
access sites while they are on the go at restaurants, bars, parties, on public transport, in the car or
at sporting events.
Locations where sites are used
At home
At work
Where in the home sites are used
97%
22%
Lounge / living room
48%
Study
47%
Restaurants, bars, parties
11%
Bedroom
At school or college
10%
Kitchen
On public transport
10%
Bathroom
4%
In the car
10%
Other
5%
At sporting events
Base:
Q.
Q.
31%
11%
8%
All social media users (490)
Base:
Users of social media sites at home (474)
Where do you use social networking sites – either on your computer or mobile device?
Where would you normally use these sites at home? In which rooms of the house?
17
Sensis® Social Media Report
Reasons for using social networking sites
The most common reason nominated for using social networking sites is ‘catching up with friends or
family’. Photo or video sharing is clearly the number two use, while a high proportion also use to coordinate shared activities and find out about entertainment events. Other common usages include
game playing and meeting new friends.
Reasons for using social networking sites
To catch up with friends and family
93%
To share photographs or videos
56%
To co-ordinate parties or other shared activities
32%
To find out about entertainment events such as bands
26%
To play games
24%
To meet new friends
18%
To follow or find out about particular brands or businesses
15%
To find people with the same interests that you have
14%
To research holiday destinations or travel offers
12%
To research other products or services you might want to buy
12%
To follow brands or business to access special offers/ promotions
11%
To follow celebrities
6%
To provide reviews or write blogs about products or services
6%
To engage with a Government representative or department
5%
Base:
Q.
Users of social media (490)
For what reasons do you use social networking sites? Remember, we are talking about sites such as Facebook or
Twitter and not the Internet in general. For which of these reasons do you use these types of sites?
In this chart, we compare reasons for use across the genders and age groups. Females tend to
nominate almost all of these usage reasons more frequently than males – with the most significant
difference being sharing photos or videos, which is nominated by 65% of females and only 45%
of males. On average, females nominate 3.6 different reasons for using social networking sites
compared with just 2.8 for males. The younger age groups also use them for a larger variety of
reasons. For example, we note that the 14-19 year olds are more than twice as likely than average
to find out about entertainment. 14-19 year olds also have a much stronger than average tendency
to use sites to co-ordinate activities, play games, and meet new friends.
Average number of usage reasons
Total
3.3
Male
2.8
Female
3.6
14-19
4.3
20-29
3.8
30-39
3.0
40-49
2.8
50-64
2.7
65+
2.2
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Sensis® Social Media Report
Reasons for using social networking sites
Total
Male
Female 14-19 20-29 30-39 40-49 50-64
65+
(490) (224)
(266)
(92)
(130)
(94)
(78)
(58)
(38)
To catch up with friends and family
93%
89%
96%
99%
92%
95%
91%
92%
80%
To share photographs or videos
56%
45%
65%
54%
66%
45%
52%
64%
54%
32%
27%
36%
53%
58%
28%
6%
11%
5%
26%
23%
29%
56%
37%
16%
15%
10%
5%
To play games
24%
20%
27%
37%
30%
26%
18%
11%
6%
To meet new friends
18%
15%
20%
31%
21%
16%
10%
9%
18%
15%
13%
17%
20%
15%
17%
14%
14%
1%
14%
13%
14%
20%
9%
14%
18%
11%
14%
12%
10%
13%
13%
11%
5%
16%
15%
17%
12%
8%
15%
17%
9%
9%
12%
17%
9%
11%
7%
13%
13%
11%
9%
12%
12%
2%
6%
4%
6%
12%
6%
6%
2%
0%
3%
6%
8%
5%
4%
7%
9%
7%
4%
3%
5%
2%
7%
4%
3%
6%
9%
2%
3%
To co-ordinate parties or other
shared activities
To find out about entertainment
events such as bands, shows or
movies
To follow or find out about
particular brands or businesses in
general
To find people with the same
interests that you have
To research holiday destinations or
travel offers
To research other products or
services you might want to buy
To follow particular brands or
business to access special offers
and promotions
To follow celebrities
To provide reviews or write blogs
about products or services you
have bought
To engage with a Government
representative or department
Base:
Q.
Users of social media (490)
For what reasons do you use social networking sites? Remember, we are talking about sites such as Facebook or
Twitter and not the Internet in general. For which of these reasons do you use these types of sites?
19
Sensis® Social Media Report
Types of products or services researched on social networking sites
The 12% who use social networking sites for researching products or services were asked which
particular items they were looking for. Fashion and electrical goods top the list, followed by things
for the home, computing equipment and music.
Products or services researched on social networking sites
Clothing / fashion
42%
Electrical goods
39%
Furniture / things for the home
28%
Computers / software
21%
Music
19%
Computer games
9%
Software
8%
Cars
7%
Books
5%
Videos
4%
Sports / recreation equipment
4%
Beauty / cosmetic products
4%
Special interest
4%
Entertainment / events
4%
Other
Base:
Q.
18%
Use social networking sites to research products or services (60)
You mentioned that you use social networking sites to research products or services you might want to buy? What
types of products or services would you mainly look for?
20
Sensis® Social Media Report
Last search occasion
The research also looked at the last search occasion and found that clothing, travel and music were the
most commonly searched items on social networking sites. 79% of searches were solely conducted
on a computer and 6% solely on a mobile device. 8% searched using both of these options. 36% of
searches resulted in a purchase, 70% of which were made online.
What was looked for?
Clothing / fashion
20%
Holiday / travel / accommodation
15%
Music
13%
Entertainment
8%
Electrical goods
Computers / software
4%
Computer games
2%
Cars
2%
Hardware / tools
2%
Food / dining
2%
Maternity / children’s products
2%
Cosmetics / beauty
2%
Other
How was the research conducted?
Computer
6%
14%
What was the outcome?
79%
Mobile device
6%
Both
8%
Neither
8%
No
purchase
64%
Bought online 70%
Base:
Q.
Q.
Q.
Purchase
36%
Bought offline 30%
Ever research travel/entertainment/products/services on social networking sites (490)
Thinking about the last time you used social networking sites to research something you might want to buy, what type
of product or service were you looking for?
Did you do that research on a computer or a mobile device?
Did that research lead to a purchase? Was that purchase made online?
21
Sensis® Social Media Report
Brands or businesses followed on Twitter
Among the Twitter users in the sample, 36% follow brands or businesses on Twitter.
The most commonly followed categories are food/dining and TV shows.
Types of brands/business followed on Twitter
None followed
64%
Food / dining
11%
TV shows
8%
Work / profession related
4%
Sport / sporting clubs
4%
ABC / ABC news
1%
Others
Base:
Q.
Q.
22%
Use Twitter (38)
Do you follow any particular brand or businesses in Twitter?
What type of brands or businesses do you like to follow?
Social networking groups associated with businesses or brands
1 in 5 social networking site users follow social networking groups associated with businesses or
brands. Females are little more likely to do so than males and 14-19 year olds are the most avid
followers in this category. Tasmanians are more likely than average to use these networks.
Proportion who follow social networking groups associated with businesses or brands
20%
Total
15%
Male
20%
23%
30-39
65+
Base:
Q.
23%
Queensland
15%
South Australia
14%
Western Australia
13%
8%
Tasmania
22%
50-64
22%
Victoria
30%
14-19
20-29
20%
New South Wales
23%
Female
40-49
Total
Northern Territory
7%
39%
11%
A.C.T.
21%
Metro
20%
Non-metro
20%
All social networking users (490)
Do you follow any social networking group associated with any particular business or brand?
22
Sensis® Social Media Report
What do consumers want from businesses or brands followed?
Discounts are the most commonly sought after items required from businesses or brands followed
on social networking sites. Giveaways, invitations to events and general product information are also
sought by a sizeable proportion of followers.
What do consumers want from businesses or brands followed?
Discounts
57%
Give-aways
45%
Invitation to events
41%
Product information
41%
Coupons
36%
Information about the company
32%
Feedback forums
32%
None of these
Base:
Q.
30%
Users of social media (490)
Which of these things would you like to get from businesses or brands you might follow on social media?
Advertising on social networking sites
While more are likely to agree than disagree that they are happy to see advertising on social networking sites,
a clear majority claim to take no notice of ads they see and almost half say they never really notice them.
Just under 1 in 3 sometimes click on ads to find out more, but about a quarter say that they are turned off by
companies or brands that try to reach them through advertising on social networking sites.
Attitudes towards advertising on social networking sites
I take no notice of the ads on social networking sites
59%
I’m quite happy to see ads on social networking sites
49%
I never really notice ads on social networking sites
46%
I sometimes click on ads I see on social networking sites to find out more
I’m turned off by companies/brands that advertise on social networking sites
26%
29%
25%
12%
29% 6%
Agree
Base:
Q.
12%
26%
42%
65%
24%
Neutral
50%
Disagree
Users of social networking sites (490)
How do you feel about businesses or brands advertising on social networking sites. Do you agree or disagree
(or have no opinion either way) with the following statements?
23
Sensis® Social Media Report
Group buying sites usage
12% of social media users access group buying sites, with the 40-49 year olds most likely to do so.
Usage is relatively low in South Australia, Tasmania and the Territories. Cudo is the most commonly
accessed site followed by Scoopon, Spreets and Jump on it.
Proportion who use sites
Total
Sites used
12%
Male
Cudo
10%
Female
Scoopon
13%
14-19
9%
20-29
13%
30-39
40-49
Spreets
18%
Jump on it
17%
13%
Zoupon
12%
E-Bay
11%
20%
9%
25%
Living Social
7%
50-64
43%
Catch of The Day
6%
65+
10%
Zazz
4%
New South Wales
10%
Daily Deals
3%
Stardeals
2%
Deals Direct
2%
Victoria
13%
Queensland
16%
South Australia
5%
Other
Western Australia
14%
Tasmania
Northern Territory
A.C.T.
Base:
15%
Users of group buying sites (49)
3%
1%
0%
Metro
13%
Non-metro
Base:
Q.
9%
Users of social media (490)
Do you use any of the following group buying sites?
Frequency of use and time spent on group buying sites
Those who access group buying sites do so, on average, about 6 times a week, although over half
restrict their visits to less than 3 times a week. On average, those who access group buying sites
spend around 30 minutes per visit.
Number of times used per week
Less than 1
14%
1 to 2
10%
6 to 10
Over 20
Can’t say
Base:
Q.
Q.
21%
3 to 5 minutes
19%
6 to 15 minutes
15%
21%
Over 15 minutes
1%
2%
26%
Up to 2 minutes
44%
3 to 5
11 to 19
Time spent per usage occasion (mins)
Don’t know
13%
Average times per week (5.6)
Average time spent per occasion (13.4)
15%
Use group buying sites (49)
In a typical week, how many times would you use a group buying site?
And, roughly, how long would you spend each time you use a group buying site?
24
Sensis® Social Media Report
Provision of online ratings
27% of Internet users have provided/provide online ratings. On average, those who do provide
ratings provided 10 ratings in the previous year. Accommodation, restaurants/bars, movies, stores
and mobile apps were most commonly rated.
Proportion who ever provide online ratings
Total
Number of ratings provided last year
27%
Male
28%
Female
19%
Over 10
26%
40-49
27%
6 to 10
24%
30-39
29%
3 to 5
27%
20-29
3%
1 to 2
26%
14-19
21%
Average = 10
28%
50-64
31%
65+
Base:
None
24%
All internet users (803)
Base:
Read online reviews or blogs (510)
Products or services rated
Hotels/Motels
21%
Restaurants/bars
15%
Movies
15%
Stores
11%
Mobile Apps
10%
Electronics
7%
E-bay
7%
Automotive
Telecommunication
5%
Online services
5%
Computer
5%
Bands/music
4%
Clothing/fashion
4%
Retail items/products
4%
Books/literature
Base:
Q
Q.
Q.
6%
3%
Ever provide online ratings (194)
Now some questions on online ratings – where you go on to a company’s website to rate a particular product, service
or entertainment by giving it a score out of 10 or a star rating of some kind. Do you ever provide these types of online
ratings?
For what types of products or services have you provided online ratings?
And, in the last year, how many times do you think you would have provided an online rating?
25
Sensis® Social Media Report
Use of online reviews or blogs
63% of all Internet users have read/do read online reviews or blogs – with 20-29 year olds and 4049 year olds the most likely to do so. On average, people would expect to read 6 reviews before
making a purchase decision.
Proportion who ever read online reviews or blogs
Total
63%
Male
1 to 2
65%
3 to 5
45%
61%
6 to 10
14-19
62%
Over 10
5%
Don’t know
6%
75%
30-39
72%
50-64
65+
27%
Average = 6
65%
40-49
Q.
16%
Female
20-29
Base:
Q
Number of reviews or blogs expected to read
56%
44%
All internet users (803)
Base:
Read online reviews or blogs (510)
Do you ever read online reviews or blogs to find out what other people think about products or services you might be
interested in?
Approximately how many reviews would you expect to read before you make a decision?
26
Sensis® Social Media Report
Posting of online reviews or blogs
In contrast to the 63% who read reviews, only 24% ever post reviews or blogs on the Internet.
Among those who do provide reviews, the average number provided in the last year was 7. Reviews
of hotels/motels, restaurants/bars and computer equipment were most commonly reviewed.
Number of reviews provided last year
Proportion who ever post online reviews or blogs
Total
None
24%
Male
1
26%
Female
14-19
23%
3 to 5
20-29
23%
6 to 10
30-39
21%
Base:
19%
14%
13%
Average = 7
25%
65+
25%
Over 10
29%
50-64
22%
2
21%
40-49
7%
21%
All internet users (803)
Base:
Ever provide online reviews (187)
Products or services reviewed
Hotel/motels
25%
Restaurants/bars
13%
Computer equipment/services
13%
Movies
10%
Bands/music
10%
Electronics
8%
Stores
7%
White Goods
7%
Holiday Destinations
6%
Personal grooming products
Q.
Q.
Mobile apps
4%
Computer games
4%
Automotive
4%
Transport
4%
Telecommunications/services/pro...
3%
Clothing/fashion items/accessories
3%
Base:
Q
5%
Ever provide online reviews (187)
Have you ever posted an online review or blog, where you provide your thoughts or opinions on products, services,
entertainment and so forth?
For what types of products or services have you provided online reviews or blogs?
And, in the last year, how many times do you think you would have posted an online review or blog?
27
Sensis® Social Media Report
Use and posting of online reviews or blogs by location
The proportion who read online reviews varies little by location, although those in Tasmania appear
to be more likely to post online reviews.
Ever read online review or blog
Ever post online review or blog
Total
63%
Total
NSW
63%
NSW
21%
VIC
23%
VIC
QLD
63%
QLD
SA
64%
SA
Wa
Q
69%
Wa
26%
21%
27%
TAS
67%
TAS
NT
68%
NT
28%
26%
ACT
66%
ACT
Metro
64%
Metro
Non-metro
Base:
Q
60%
24%
61%
Non-metro
37%
23%
26%
All Internet users (803)
Do you ever read online reviews or blogs to find out what other people think about products or services you might be
interested in?
Have you ever posted an online review or blog, where you provide your thoughts or opinions on products, services,
entertainment and so forth?
28
Sensis® Social Media Report
Section 2
Australian businesses and social media
29
Sensis® Social Media Report
Use of social media - summary
Some 14% of small businesses, 25% of medium businesses and 50% of large businesses currently
claim to have a social media presence. Facebook dominates in all three categories with Twitter also
playing an important part, particularly for medium and large businesses. LinkedIn and blogs are also
used by a sizeable minority of large businesses.
Proportion who
have social media
presence
What does social media presence include?
Small (232)
Medium (58)
Large (76)
Facebook page
79%
88%
83%
Twitter
26%
44%
68%
LinkedIn
12%
6%
29%
Blog
9%
12%
25%
Two-way forum
7%
7%
12%
Rating system
5%
4%
3%
MySpace
3%
8%
3%
50%
25%
14%
Small Medium Large
Base:
Q.
Q.
Total sample (1481) / (312) / (151)
Base: Have social media presence
Does your business have a social media presence? This might include having a Facebook page, being active on Twitter,
MySpace or LinkedIn, having a blog, hosting forums or having a social media based rating system?
What does your social media presence include?
Use of social media by business category (small/medium)
The below chart analyses use of social media by business sector and shows the personal services and
accommodation/restaurant sectors to be most active.
Proportion who have social media presence
Cultural, Recreational and Personal
41%
Accommodation, Cafes and Restaurant
33%
Transport/Storage
18%
Retail Trade
14%
Communication Property & Business Services
14%
Wholesale Trade
13%
Finance and Insurance
10%
Manufacturing
Building/Construction
Health and Community Serices
Base:
Q.
9%
5%
4%
Total sample (1793)
Does your business have a social media presence? This might include having a Facebook page, being active on Twitter,
MySpace or LinkedIn, having a blog, hosting forums or having a social media based rating system?
30
Sensis® Social Media Report
Use of social media by location (small/medium)
Social media usage by businesses peaks in Queensland and the ACT.
Proportion who have social media presence
Total
15%
NSW
14%
VIC
14%
QLD
20%
SA
11%
Wa
14%
TAS
12%
NT
15%
ACT
20%
Metro
15%
Non-metro
15%
Base:
Q.
Total sample (1793)
Does your business have a social media presence? This might include having a Facebook page, being active on Twitter,
MySpace or LinkedIn, having a blog, hosting forums or having a social media based rating system?
31
Sensis® Social Media Report
Business investment in social media
65% of small businesses involved with social media have made some financial investment in it.
While many are not sure what the investment is, most of those who do answer report an amount of
$5,000 or less with an average of $2,050.
81% of medium business social media users have invested in social media although, again, over
a fifth are unable to nominate an amount. Most of those who do give an answer report an amount
between $1,000 and $50,000 with an average of $6,500.
86% of large business social media users have invested financially, but a very high 47% can’t
nominate the amount. The average nominated expenditure falls at close to $80,000.
Small
Medium
Nothing
35%
Up to $500
16%
$501 to $1,000
$1,001 to $5,000
Nothing
Up to $500
9%
$501 to $1,000
11%
19%
2%
3%
$5,001 to $10,000
$10,001 to $10,000
3%
$10,001 to $50,000
Over $5,0000 0%
Nothing
22%
21%
14%
12%
Don’t know
Average
Mean = $2,050
9%
$5,001 to $20,000
11%
$20,001 to $50,000
5%
$50,001 to $100,000
5%
Over $100,000
8%
Over $50,000 0%
Don’t know
14%
Up to $5,000
9%
$1,001 to $5,000
$5,001 to $10,000
Base:
Q.
Large
Don’t know
47%
23%
Average
Mean = $6,500
Average
Mean = $78,750
Have a social media presence (232) / (58) / (76)
Approximately, what is your current investment in social media? What do you spend a year?
Percentage of marketing budget allocated to social media
Social media represents an, as yet, small proportion of the marketing budget – usually 5% or less. On
average, small businesses who use social media allocate 8% of their budget to social media, while
medium and large businesses allocate around 5%.
Small
Medium
Nothing
82%
1 to 2 percent
3 to 5 percent
6 to 10 percent
27%
14%
6%
Large
Nothing
27%
Nothing
1 to 2 percent
26%
1 to 2 percent
3 to 5 percent
27%
3 to 5 percent
18%
6 to 10 percent
18%
6 to 10 percent
13%
11 to 20 percent
9%
11 to 20 percent
3%
11 to 20 percent 0%
Over 20 percent
10%
Over 20 percent
3%
Over 20 percent
Average
Mean = 8.3%
Base:
Q.
Average
Mean = 5.5%
Have a social media presence (Excludes ‘Don’t know) ) (173) / (43) / (56)
Approximately what percentage of your marketing budget is allocated to social media?
32
25%
32%
7%
Average
Mean = 4.7%
Sensis® Social Media Report
Uses of social media
The most common use of social media across all three business categories is to invite online
comments, ratings or reviews – on average, about 70% do so. Use for two-way communication with
clients or contacts is the second most common usage category ahead of providing incentives via
social media. 29% of small, 49% of medium, and 28% of large businesses who engage in social
media offer incentives. Most commonly these are discounts, giveaways or coupons.
Use social media
for two-way
communication
with clients and
contacts
79%
Invite online
comments, ratings
or reviews on social
media sites
76%
Offer incentives
to consumers via
social media
70%
63%
64%
49%
51%
29%
Small Medium Large
Small Medium Large
28%
Small Medium Large
Types of incentives provided
Base: Offer incentives
Small (70)
Medium (22)
Large (21)
Discounts
61%
67%
57%
Giveaways
30%
44%
81%
Coupons
15%
27%
19%
Competitions
11%
2%
-
Service
15%
27%
14%
Invitations to events
3%
8%
19%
Base:
Q.
Q.
Q.
Have a social media presence (232) / (58) / (76)
Do you use your social media channels to engage in two-way communication with your customers and contacts?
Do you offer incentives to consumers via your social media presence? What sort of incentives do you offer?
Do you invite online comments, ratings or reviews on your business or products?
33
Sensis® Social Media Report
Who is responsible for a business’ social media presence?
In small businesses, the owner or manager is almost invariably responsible for the social media
presence. In medium and large businesses, this responsibility sits more often with the marketing
department.
Small
Owner/manager
Marketing dept.
Medium
82%
10%
Large
Marketing dept.
52%
Owner/manager
36%
External firm
4%
External firm
6%
IT dept.
2%
IT dept.
6%
Comms dept.
2%
Comms dept. 0%
Base:
Q.
Marketing dept.
74%
Owner/manager
External firm
17%
1%
IT dept. 0%
Comms dept. 0%
Have a social media presence (232) / (58) / (76)
Which department has overall responsibility for your social media presence?
How is traffic driven to a business’ social media presence?
70% of small business have some form of strategy to drive people to social media sites – most often a link on
their website. 80% of medium businesses have a strategy and, again, website links play the most significant
part. For large businesses, 83% have a strategy with website links used by around one-half.
Means of driving traffic to social media presence
Small (232)
Medium (58)
Large (76)
None – no strategy to drive traffic
30%
22%
17%
Have links on our website to our social media site
30%
32%
53%
Advertise on other websites
15%
21%
21%
Word of mouth/networking
11%
7%
0%
Advertise our online presence in traditional media
9%
7%
22%
Include links in directories
7%
2%
11%
Other
9%
13%
49%
Base:
Q.
Have social media presence
How do you drive traffic to your social media presence?
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Sensis® Social Media Report
Expectations for the next 12 months
There is a clear indication that those who currently have a social media presence are likely to increase
their expenditure on this in the year to come, with a net 22% of small, 55% of medium, and 65%
of large businesses expecting an increase. Most expect that social media investment will contribute
to an increase in sales over the next 12 months – with the average expectation for increase being
around 10% for SMEs and 4% for larger businesses
Expectations for social media expenditure
Small (232)
Medium (58)
Large (76)
Spend more
27%
56%
66%
Spend the same
62%
43%
30%
Spend less
5%
1%
1%
Don’t know
6%
1%
2%
Net balance
+22%
+55%
+65%
(spend more minus spend less)
Base:
Q.
Have social media presence
Thinking about your total planned investment in social media for the next 12 months, are you planning to spend
more/spend the same/spend less/don’t know?
Do they believe that social media investment will contribute to an increase in sales?
Small (232)
Medium (58)
Large (76)
Yes
97%
98%
97%
No
9%
14%
8%
Average expected increase
8%
10%
5%
Base:
Q.
Have social media presence
Do you believe that your social media investment will contribute to an increase in sales in the next 12 months?
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Sensis® Social Media Report
About Sensis
Sensis helps Australians find, buy and sell. Our integrated network of local search and digital marketing
solutions delivers real, measurable business leads to Australian businesses.
Sensis’ multichannel network includes Yellow Pages®, White Pages®, the 1234 and 12456 Call Connect voice
services, Whereis® digital mapping solutions, the Sensis Digital Media™ advertising business, and requestfor-quote service, Quotify. This increasingly diverse network spans print, online, voice, mobile, iPhone, iPad,
Android, Telstra’s T-Hub and satellite navigation, and information can also be shared from online to mobile
and social networking sites.
Sensis helps ensure our advertisers are found by more customers than ever by managing their presence
across a growing number of advertising platforms including search engines such as Google, Bing and Yahoo!
Sensis Pty Ltd
222 Lonsdale Street, Melbourne VIC 3000
Tel: + 61 3 8653 5000 | Twitter: @Sensis_au | www.about.sensis.com.au
About AIMIA
The Australian Interactive Media Industry Association (AIMIA) is the peak body for the digital industry in
Australia. It was founded in 1992.
AIMIA’s membership represents the full spectrum of the digital industry. Our members range from Australia’s
top digital media powerhouses, including the ABC, Sensis, Yahoo!, Google, Bigpond, Foxtel, Disney, ninemsn
and Fairfax Digital, to the country’s best know digital advertising, mobile content and applications, online
banking, e-commerce, web development and social media companies.
AIMIA exists to:
•
Deliver services and initiatives that help AIMIA members grow their business and support the growth of
the digital industry at large
•
Develop and grow the markets for AIMIA members’ services and products
•
Identify and develop export opportunities for AIMIA members
•
Represent AIMIA members and the digital industry nationally and internationally with government,
education, media and the broader business community.
AIMIA
L2, 295-301 Pitt Street, Sydney NSW 2000
Tel: + 61 2 9248 7900 | Twitter:@amianational | www.aimia.com.au
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