Using Social Media When You Go, Literally [Research]
People have integrated social media into their lives in very personal ways.
Social media is how we as human beings interact and communicate now. It doesn’t matter where we are physically or whom we’re with. Social media has a magnetic pull so that our focus isn’t necessarily on the people we’re with in real life.
In New York City, it’s not unusual to see couples in restaurants at dinner staring into the glow of their smartphones, not their date’s eyes. Based on Nielsen results, this is neither surprising nor uncommon.
Social media is part of our daily routine according to Nielsen.
64% of social media users use social media networks at least once a day using a computer.
47% of smartphone owners visited social networks daily during the past year.
Mobile social media usage has shifted from mobile websites to mobile apps.
Here are 5 salient facts regarding how social media is used on-the-go.
40% of adults aged 18 to 24 use social media in the bathroom compared to 21% overall. While this may sound a bit odd, users may be substituting social media via a smartphone for the print newspaper or magazine. Alternatively, it may be a way to get privacy.
48% of moms with children under 13 years-old use social media in the car versus 31% overall. This is a point where additional information would be useful. What are the moms doing? Most likely waiting for their kids after school or other activity. It will be interesting to see how this data evolves as more cars integrate social media connectivity into their newer models. Mazda is currently advertising this functionality.
3. 44% of adults aged 25 to 34 check social media while at a restaurant versus 31% overall. While my husband loves to check in via Foursquare, he tends to be discrete about it since he enjoys the gamification. The question is what are these users doing? Are they getting dating tips, posting food photos, or finding out about the late night party?
56% of adults aged 25 to 34 use social media at work. This activity makes sense. It’s a way of keeping up with friends and family during the day. It’s a great break from what you’re doing. The challenge for businesses is how are your employees representing you.
57% of households with income of $150k+ are most likely to network in the office compared with 35% overall. Using income as an indicator of job type, these employees are more likely to have jobs where they’re on computers and phones so that this activity is more discrete.
Happy Marketing,
Heidi Cohen
Heidi Cohen is the President of Riverside Marketing Strategies.
You can find Heidi on Google+, Facebook and Twitter.
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