Life In Internet

Since it seems everyone is looking for more detailed (and up to date) insight into the social media user, I was happy to come across a new study released last week by our sister organization, the Retail Advertising and Marketing Association (RAMA). This consumer study was conducted by NRF partner BIGresearch as part of its Simultaneous Media Usage® Survey (SIMM® 15) in late Fall 2009.

• The survey confirms that social media users cut across every demographic – likely no great surprise to many in our industry. Among social networking sites specifically, Facebook and YouTube – for now, at least – handily beat out other sites, and their popularity cuts across age ranges.
• What prompts social media users to start an online search? Hold on to your hat: face to face communication. Runners up include cable and broadcast TV, radio, Internet advertising, and email advertising. (The study highlights how results differ for various age groups.)
• What are they searching for? Social media users report that they “regularly” search online for maps and directions (over half), as well as movies, online entertainment and product information / comparative shopping (about four out of ten). Three out of ten regularly search online for travel, clothing and shoes, and restaurant information.
• Once they’ve found what they’re looking for, how do social media users communicate with others about a service, brand or product? Hope you’re still holding on to that hat: almost three-quarters want to communicate face to face, followed by email (half) and landline or cell phone (one third). At this point, just one fifth turns to online communities and instant messaging (IM) to tell others about a service, product or brand.

Take a look at the full study results and the press release – food for thought in the midst of much social media discussion. As always, I look forward to your thoughts.