Liberate Media blends online PR with offline PR expertise to form a uniquely positioned social media agency.

Posts Tagged ‘stats’

The science of sharing – Facebook Marketing 2012

July 18th, 2012

Nils Mork Ulnes

Nils Mork-Ulnes & Judith Lewis,  Beyond Interactive

Facebook represents over half of all sharing – 52% – 4bn pieces of content shared every day. Why do people share? If we understand what motivates them, we can more easily activate them to become our advocates. The largest number of people are altruists – doing it to help: 39.6%. Selectives is the next group, at 26.1%. Most people share on Facebook, but different motivations dominate on different platforms. It’s not just Facebook people use to share – but it plays a hugely important part, and attracts the widest range of sharers.

Shoppers are exposing themselves to nearly 11 pieces of content before a purchase decision – up from 5.4 a year ago. High sharers are three times more likely to recommend a product. They make up 20% of the online consumers.

Judith lewis

The good news? People do want to friend brands. They’re especially willing if they’re bribed a little bit. 60% will share information in return for a discount. It makes Facebook a good place to reward loyalty. 53% have interacted with a brand on Facebook. People who are exposed to brand content on Facebook buy more in store than those who aren’t, based on figures from Starbucks and Target (ComScore/Facebook research cited in AdAge). Focusing on getting clickthroughs might not be the right approach.

43% pf people are prompted to purchase after an online interaction in the UK. That’s higher then the 31% in the US.

What might the future be of sharing on Facebook? If you map age of Facebook account against the amount of activity you find that the longer most people are on Facebook, the more they login. BUT – sharing drops off after three to six months. That could be one of the reasons Facebook is pushing frictionless sharing. 67% of people they talked to have used or been exposed to it – it’s already very pervasive. 61% were annoyed by the application…

read more

GlobalWebIndex’s Facts and Figures of the Social Web – Facebook Marketing 2012

July 18th, 2012

Brett Peterson

Tom Smith and Brett Petersen, GlobalWebIndex


Some new research from their on-going work highlighting how people use Facebook.

  • In some countries, particularly Asia, Facebook is heading towards 100% of the internet universe. In Japan Twitter has more of a reach than Facebook. Facebook is beginning to top out, and competitors are catching up. China is down at 30% – but they’re all accessing it through virtual private networks.
  • The UK has the highest penetration of Facebook users, followed by the US, France, Germany and Russia. Google+ has higher penetration in Russia than anywhere else. Twitter is higher in the UK.
  • In the UK, Facebook users are more active than on any other networks – twice that of Twitter. It has more engagement than any other platform in the UK.
  • Internationally, Facebook’s penetration is decreasing in the US and Russia, due to competition. But in Japan, the Netherlands and Indonesia they are growing massively.
  • PC is the biggest single access device. 392m are PC only. But there’s 223m who use both PCs and mobile. 9m use mobile only. And 23m use mobile tablets, mobiles and PCs!
  • PC activity is still higher than on mobile – but mobile is growing fast in areas like photo uploading
  • The UK has 4.6m heavy contributors and 3.6m passive users – they don’t do anything, but are there. You need to target those people as well. Maybe your target audience is largely in that group.
  • 16 to 24 are the most active category. The 35 to 44 age range are likely to be passive – and they’re a high income group.
  • The suburbs generate the most activity, followed by the urban dwellers, with the rural folks the least active.
  • Active users are mainly motivated by staying in touch with friends. Passive users are there to research purchases and how to do things.
  • Heavy contributors are also active heavily elsewhere on the internet. Passive users are likely to use internet banking and make purchases online.

Tom smith


Tom presents us with a case study of Sebastian and Rikard – two guys who are pretty identical bar their uses of social networks. Sebastian is about self-promotion. Rikard is more about quiet connection. Both are after discounts, customer service and competitions on Facebook. The key message is don’t assume that Facebook marketing is all about targeting engagement. You will miss out on the more passive users of Facebook who might be a core part of your target demographic.

read more

Apps continue download success but high retention rates still limited to chosen few

June 29th, 2012

Apps are now fully ingrained in the psyche of the average marketer, so much so that it’s guaranteed apps will feature in a variety of campaign suggestions made by agencies and brands across the globe today.

Since the introduction of the app as we know it today, alongside the launch of the iPhone in 2007, there have been many good examples of useful and valuable apps, and many more poor examples.

As of June 2012, 30 billion apps have been downloaded from the (Apple) App Store and currently more than 650,000 apps are available. Furthermore, in May of this year, Google Play, which sells Android apps, achieved 15 billion downloads from its selection of 500,000 apps.

Therefore, it’s safe to say the app is still a huge success and a vital tool for relevant communications campaigns, but what is the reality of app retention?

To find out, Localytics a mobile analytics firm based in a Cambridge, Massachusetts, has just completed research on the behaviour of consumers on 60 million mobile devices in the U.S., including phones and tablets, across roughly 10,000 apps, as covered in the Wall Street Journal earlier this week.

The research considered all major mobile platforms, including iOS, Android, BlackBerry, Windows Phone and HTML5 and didn’t distinguish between paid and free apps. It chose the metric of opening an app 11 times or more as the high-end metric because that it is the rate at which app publishers consider a user to be loyal or retained, according to Raj Aggarwal, chief executive of Localytics who headed up the research. Although this number seems a little low to me.

The company analysed users who downloaded an app in July 2011 and then counted how many times they opened up the app over a nine-month period ending in March 2012. They discovered around 31% of mobile users opened up their apps at least 11 times or more over a nine-month period, up from 26% a year ago.

However, 69% of users open an app 10 times or less, and over a quarter use the app just once after downloading it, which shows that high usage is the preserve of only the chosen few.

For example, recently Brian Cox’s Wonders of the Universe iPad book-app sold 20,000 copies in its first three days at £4.99 each, which covered its costs straight away. However retention is yet to be measured.

In terms of platforms, around 35% of Apple device users opened their apps 11 times or more, compared to just 23% of Android users.

Unsurprisingly, news apps like The New York Times and The Wall Street Journal enjoy the highest retention rate, with 44% of users. Next in line are Gaming (e.g., Angry Birds), Entertainment (e.g., Netflix) and Sports, all of which had retention rates between 33% and 36%. Lifestyle apps, which include both e-commerce and life event planning tools, had the worst user retention with just 15% opening an app 11 times or more and 30% opening an app just once.

read more

CMI B2B Content marketing report review

December 6th, 2011

The B2B Content Marketing: 2012 Budgets, Benchmarks and Trends report, was published yesterday by the Content Marketing Institute in the U.S., led by its founder Joe Pulizzi.

We usually try to focus on UK/Euro stats on this blog, but I found the data in this piece to be particularly interesting. You can see the full findings here, and the sample of 1,092 marketers was taken in August 2011, and focused on how well B2B marketers are achieving their goals when it comes to content marketing, and how much has changed in the past year.

The 2011 study follows the 2010 piece of the same name and therefore allows for comparison between this year and last year.

In brief, the report shows:

Usage and effectiveness
• 9 out of 10 organisations market with content marketing
• On average, B2B marketers employ eight different content marketing tactics to achieve their goals. The most popular tactics are: (see graph below for full breakdown)
- Article posting (79%)
- Social media (excluding blogs) (74%)
- Blogs (65%)
- eNewsletters (63%)
- case studies (58%)
- in-person events (56%)

• Marketers are using content marketing to support multiple business goals, led by:
- brand awareness (69%)
- customer acquisition (68%)
- lead generation (67%)
- customer retention/loyalty (62%)

The least widely employed goal for content marketing is lead management/nurturing.

• Web traffic is the most widely used success metric (58%). However, this year, sales lead
quality (49%) is the second-highest used metric (versus direct sales in the previous study).

• Marketers, on average, spend over a quarter of their marketing budget on content marketing
• 60% report that they plan to increase their spend on content marketing over the next 12 months.

The greatest reported challenge is “producing the kind of content that engages prospects
and customers
” (41% of respondents). And nearly the same percentage of respondents in 2011 as in 2010 reported that “producing enough content” (20%) and “budget to produce content” (18%) are their greatest challenges in content marketing.

While in-person events and webinars are still seen as the most effective tactics, on average, the following ranked notably higher in perceived effectiveness compared to the 2010 report:
• Blogs: 45% increase
• Case studies: 32% increase
• Videos: 36% increase
• Webinars/webcasts: 25% increase

The challenges section will resonate with many marketers, identifying points that will continue to test brands of all types, specifically: producing the kind of content that engages prospects and customers, producing enough content, and budgeting to produce content, which is difficult enough without considering those organisations that have little or no experience of the resource required to produce high quality and engaging content in a consistent way.

Of the tactics, it was a bit of a shock to see blogs coming out highest in terms of perceived effectiveness compared to 2010. The general trend has been away from blogs, but perhaps this is a reflection of quality beginning to tell over quantity, as those that have actually put the effort into B2B blogs are now seeing the return over the ‘me too’ blogs that see very little in either response or effort.

Measurement is always a prickly subject, and it was no surprise to see web traffic ranking as the most popular, although sales lead quality is beginning to show a little more relevance for those B2B businesses putting the time in to identify metrics and better understand opportunities and outcomes.

read more

Which age ranges are the most prolific users of social networks?

March 17th, 2011

We’re all fond of a good stat in the worlds of social and communications, so when a stat conversation breaks out about demographics on some of the leading social networks, you’re bound to get a whole range of different answers to the same question.

Earlier today, i was discussing the question that forms the title of this post: Which age ranges are the most prolific users of social networks? More specifically we were talking about Twitter and Facebook, and the assertion that the most prolific users of social networks are pushing towards the 35 and over age range. I spoke to a number of different people and each had a slightly different take on what the basic make up of age ranges would be. Each also had the stats to back up their argument, so which should we believe?

First off, we have to take into consideration where the stats come from, both in terms of a reliable source and the geographic region the stats are sourced from. Most stats are skewed towards U.S users, so if we are considering UK-specific or European users we have to dig a little deeper.

This is all fairly obvious stuff, but it’s worth pointing out because of the many sources that i’ve looked at today, the vast majority, even when they say they use the same sources, come up with separate answers.

Therefore, i thought it might be helpful to reference a few of the stats that i’ve uncovered and the differences between them.

In terms of infographics, these versions from Kiss Metrics and Digital Surgeons are easy to understand at a glance, and use reputable sources, but in terms of age ranges for Facebook there is quite a difference.

The infographic from Kiss Metrics shows a clear rundown of demographics, this was posted last month using Google Ad Planner and Twitter sources, among others:

Facebook – 57% – 35 or older
Twitter – 56% – 35 or older

Here’s the Digital Surgeons infographic using a range of Google and Facebook sources:

Facebook – 37% – 35 or older
Twitter - 53% – 35 or older

As for European research, the latest data from ComScore is a good guide, and the 2010 Europe Digital Year in Review, launched last month, is an excellent resource. See the overview here and below

ComScore say: “The profile of social networking users in Europe reveals an audience that generally skews younger, with 15-24 year olds representing 25.3 percent of users, followed closely by 25-34 year olds at 24.3 percent. While the breakdown of European visitors to Facebook and Twitter mirrors that of social networking site users in general, LinkedIn has an older age profile. Only 10.4 percent of its visitors are under 25 years old, while half of the site’s audience is between the ages of 35-54. This older age profile is understandable given the site’s orientation toward professional networking.”

Breaking down the figures for Twitter and Facebook in Europe, ComScore say:

15 – 24: 27.1%
25 – 34: 24.6%
35 – 44: 20.4%
45 – 54: 15.6%
55+: 12.4%

15 – 24: 28.1%
25 – 34: 22.5%
35 – 44: 19.9%
45 – 54: 15.9%
55+: 13.5%

So you could say the largest segment is 15-24 years old, but equally more than 60% of users are over 25; or about half of all social users are 35 or older. More specifically:

Facebook – 48.4% 35 or older
Twitter – 49.3% 35 or older

So, yes, most of the stats agree, social network users are older than many might expect, but it’s not quite fair to say the younger age ranges are disappearing. We should also be aware that the degree to which the age range is present depends on geographic location, and the source.

read more

Twitter stats don’t tell the whole story

March 11th, 2010

As you might have seen, an interesting Twitter stat has been doing the rounds recently: ‘21% of Twitter users are active users’ ,a stat that you’re likely to see regularly from now on.

This originated from the Barracuda Labs 2009 Annual Report, which was released earlier this week, revealing data from Twitter trends and tracking, as well as Web threats and trends, and email spam and viruses. The report is also available at the company’s portal.

The study looked at around 19 million Twitter accounts, and started with one assumption: an active or “True” Twitter user has at least 10 followers, follows at least 10 people, and had tweeted at least 10 times.

Looking back, the data shows interesting usage trends and reveals that 26% of Twitter users had 10 followers or more by December 2009, while only 40% were following 10 people or more, in fact 51% of users were following less than five people.

The report also confirms that 34% of Twitter users hadn’t tweeted once, while 73% had tweeted less than 10 times. That means nearly all of the tweets on the social network were coming from about 1/4 of the user base, and it is these users that the report refers to as ‘power users’.

So, are these revealing stats going to spell the end of the myth that Twitter is going to be the new communications platform for all? Hopefully, because i doubt even the quarter of Twitter users that are using it consistently thought it was going ever to be that.

If you’re not trying to make money out of Twitter, the importance attached to the amount or frequency of Twitter’s usage should not be as important as one might first assume.

The most important element of Twitter is the conversation, not the brand, not the technology and not the potential, but the conversation. That conversation doesn’t just happen on Twitter, it happens across many social networks, messaging platforms, via SMS, even in email and person-to-person, and Twitter allows part of that conversation, bringing communities together that choose to share information with each other.

If Twitter stopped tomorrow, the conversation would still continue, and my bet is the majority of Twitter’s ‘power user’ base, that Tweet the majority of the conversation, use other platforms to continue the conversation in other ways.

So is this the end of Twitter and the Twitter success story? No, Twitter is a massive success story, but it has been blown out of proportion in some ways. It is, as the research says, a valuable tool for ‘power users’, but in the world of social media we all have freedom of choice, we all communicate in different ways and some of us will find our preferred community on Twitter while others will look elsewhere for a better fit in terms of relevance. However, the one common theme is the conversation, and the ability to share; knowledge, content, news, excitement, sorrow, whatever.

We’ve seen the ‘no-one reads blogs’ headlines before, which again i don’t believe to be the case. Of the millions of blogs only a small percentage are useful and interesting, and those blogs are well utilised, the others quite simply are not. Does that make blogs any less useful though?

What we are seeing is Twitter maturing, as the study says, Twitter recently reported it had reached approximately 50 million tweets per day.

In the beginning of 2008, Twitter was growing approximately 0.31% per month. By November 2008, that growth increased to 1.95% per month.

After December 2008, Twitter’s growth exploded from nearly 2% per month, rising to approximately 4% per month, before finally peaking at nearly 20% per month in April 2009. Growth appears to have normalised, dropping back to 0.34% in December 2009.

We can also see more evidence of Twitter users finding their feet. A full 79% of users had less than ten tweets in June 2009, but that number dropped to 73% by December. 80% of users had less than 10 followers in June 2009, but that percentage dropped to 74% by December.

So, little by little, Twitter is finding its place in the role of conversation. It’s not going to change the way we communicate radically, but it is helping us to communicate more effectively, with those in our chosen community.

read more

So who is using the Internet?

February 5th, 2010

I’ve always appreciated any effort to make the complex networked nature of the Web a bit easier to understand, and this week Focus (the online resource for business and IT professionals) did just that by giving us the ‘State of the Internet‘ Infographic below.

It offers more detail on who is using the Internet the most, how they are using it and by how much the amount of usage is increasing. It’s a great fact-filled beast of a graphic, but as a reference piece on the Internet it’s one of the best around.

I think the graphic explains all, so enjoy.

read more

"I found a higher degree of contacts and enthusiasm and then something far more interesting. They listened, challenged and questioned with a focus and knowledge that I've never experienced before."