OBJECTIVE To understand social media attitudes and behaviours of wealthy Facebook users

Transcription

1

2 OBJECTIVE To understand social media attitudes and behaviours of wealthy Facebook users 1 Pan-European online survey (n=1991) High earners Top 20% of earners in respective markets (Based on EMS) METHODOLOGY with Facebook users Breadwinners 80% are main or equal share breadwinners in 3 markets UK France Germany Decision makers Main or co-decision maker on personal or personal/professional purchases resulting in 5 segment groups brought to life via 12 depth interviews

3 SOCIAL NETWORK HUNGRY FACEBOOK IS THEIR TOOLBOX THEY ARE THE ORIGINATORS 1 As social network leaders, their usage is the most advanced across all networks; a fundamental tool for them personally and professionally. 2 Liberal with connections, they use social networks as a platform to let everyone know what they ve discovered. 3 A sociable group, they enjoy time with friends and colleagues. 4 With high smartphone use, they take their social networks wherever they go. 5 One of the wealthier groups, they are also the most likely to have trust funds.

4 GROUP SIZE GENDER SPLIT AGE WORK 16% FACEBOOK 56% joined % male 51% female MEMBERSHIP (all over 10%) Facebook 100% Twitter 100% LinkedIn 42% Google+ 42% Flickr 21% Instagram 16% Xing 14% Pinterest 11% StayFriends 10% Likely to be in their 30s 41% 33% 13% 11% 2% 20s 30s 40s 50s 60s 70+ CONNECTION WHO ARE THE SOCIAL NETWORK HUNGRY? Full-time: 81% (av.72%) POSITION Higher/ Intermediate: 71% (av.66%) chief income earner # Usage type (index) of people Personally Professionally (of top 20%) Top ranked (%): 57% 53% segment BBC Sky News overall avg. Eurosport LOW INCOME Worth mentioning 24% 24% (high index): 23% 20% GQ Vogue Newsweek Wall Street Journal MED HIGH Huffington Post * * * CHECK MANY TIMES A DAY 181 SMART PHONE MEDIA CONTENT CREATORS Start conversations * TABLET *index against total audience BEST DESCRIBES ME SOCIABLE ON THE PULSE & LET OTHERS KNOW ABOUT IT SOCIAL NETWORKS RELATIONSHIP They are the creators and pushers of content, their usage is heavy and advanced, encompassing expression, exploration, discovery and sharing Their enthusiasm spans multiple social networks, with Facebook being used as a social tool They value their image on all networks so, whilst they enjoy being connected to lots of people, they carefully manage their profiles Facebook is essential entertainment they routinely check it anywhere and everywhere TRAVELLING & EXPLORING SPONTANEOUS TECH & FAVOURITE MEDIA PURCHASING & BRANDS IN GENERAL: Social networks are already important on the path to purchase (219) ON FACEBOOK: Already like brands on Facebook (138) Frequently notice brands in their news feeds (205) Leave messages (222) and receive special offers from brands (157) MOST INTERESTED IN: Technology, cars, financial services, film, travel, alcohol It s great for getting information on how to do things or who s best for something. It s the best information medium there is. Male, 32. Berlin Sparkler: The Worldwired & Wealthy Study. Unless otherwise stated, all figures shown are indexed

5 BUSINESS ELITE FACEBOOK IS THEIR PERSONAL HAVEN THEY ARE THE SELECTORS 1 They are professionally driven and successful. 2 An ambitious, conscientious and discerning group, they enjoy working and travelling. 3 The wealthiest group, they are professional leaders in higher managerial or self -employed roles. 4 They know the importance of social networks and see different roles for each one. 5 Facebook s role is personal, not professional. Connections are carefully managed so their news feed is highly relevant and trusted.

6 GROUP SIZE 13% FACEBOOK 62% joined GENDER SPLIT 63% male 37% female MEMBERSHIP (all over 10%) Facebook 100% LinkedIn 100% Twitter 36% Google+ 26% Copains d avant 16% Flickr 10% AGE Likely to be 30s/40s 31% 31% 23% 6% 8% 1% 20s 30s 40s 50s 60s 70+ # of people WHAT DEFINES THE BUSINESS ELITE? CONNECTION WORK Full-time: 77% (av.72%) Self-employed: 14% (av.9%) POSITION Higher/ Intermediate: 84% (av.66%) chief income earner Usage type (index) Personally Professionally (of top 20%) 57% 44% LOW INCOME 27% 29% 24% MED CHECK ABOUT ONCE A DAY segment overall avg. SMART PHONE TABLET * MEDIA Top ranked (%): BBC Yahoo! CNN FT Worth mentioning 20% (high index): The Economist Newsweek Wall Street Journal HIGH * * * DIRECT MESSAGERS Send private messages *index against total audience BEST DESCRIBES ME AMBITION TRAVEL CONSCIENTIOUS INTERESTED & ENGAGED SOCIAL NETWORKS RELATIONSHIP For the Business Elite, social networks have clear distinctions personal and professional Facebook is their personal outlet; it s their break from work. Twitter and LinkedIn cover their more professional moments On Facebook they like to remain in control of their image with high privacy settings Facebook is used for reconnecting with friends and checking in on those they re closest to MY JOB PURCHASING & BRANDS IN GENERAL: They believe user reviews, comments and endorsements are more important than the information on the specific product site (118) Use online sources (forums: 116, official websites: 114) ON FACEBOOK: On Facebook they will frequently follow links to other sites: (114), and like friends posts, comments and pictures (113) but they don t think brands that are relevant to them are on Facebook (109) More willing to like events (107), charities (106) and media publications (106) MOST INTERESTED IN: Technology, travel brands I do notice what friends like too. I wonder why they like it and I can ask them. There will always be a reason why they like it. Recommendations definitely play a role. Male, 42. Berlin Sparkler: The Worldwired & Wealthy Study. Unless otherwise stated, all figures shown are indexed

7 FACEBOOK RESIDENT FACEBOOK IS THEIR SOCIAL SOUND SYSTEM THEY ARE THE AMPLIFIERS 1 Facebook Residents live and breathe Facebook. They are constantly making use of all functionalities. 2 As their communication tool, they are always in touch whether on a night out or simply walking down the street. 3 Being more image conscious, they are brand-hungry. Their profiles act as a portfolio of their lives. They use posting and liking as social currency. 4 They are the youngest group, with moderate wealth. 5 On and offline they re aspirational, searching for the next trend.

8 GROUP SIZE 21% FACEBOOK 60% joined GENDER SPLIT 47% male 53% female MEMBERSHIP (all over 10%) Facebook 100% Google+ 19% StayFriends 17% Xing 15% Twitter 14% LinkedIn 11% Wer-kennt-wen 11% 4% 20s 30s 40s 50s 60s 70+ # of people 167 WHAT DEFINES THE FACEBOOK RESIDENT? 17% AGE WORK INCOME MEDIA The youngest segment 37% 27% 15% (of top 20%) Full-time: 74% (av.72%) 59% 57% Top ranked (%): segment BBC overall avg. National Geographic POSITION Yahoo! Higher/Intermediate: Eurosport 59% (av.66%) Junior professional 24% 24% Worth mentioning 17% 20% or managerial (high index): 27% (av.21%) GQ Vogue chief income earner LOW MED HIGH * * * CHECK MANY SMART CONTENT Usage type (index) TIMES A DAY PHONE CREATORS Personally Professionally Start conversations CONNECTION *index against total audience BEST DESCRIBES ME SOCIABLE IMAGE CONSCIOUS ASPIRATIONAL APPREHENSIVE MY CLOTHES, CAR AND FAVOURITE MEDIA SOCIAL NETWORKS RELATIONSHIP The Facebook Residents are constantly connected to friends and other interests; they hardly use other networks Liberal with connections only on Facebook, they are most comfortable there Profiles are carefully curated to maintain a certain image It allows them to paint a full picture of their lives, connecting with anything from their favourite brands to their much-loved hangouts They want to be part of the conversation, whether starting, responding or just watching all feeds They are very active, advanced users, taking advantage of all functionalities PURCHASING & BRANDS IN GENERAL: Often let friends know about products and services (134) They are very conscious of what friends and family think of them as a result of Facebook (130) Keeping up with trends is important (112) ON FACEBOOK: Frequently notice brand pages on Facebook (186) Happy to connect with favourite brands on Facebook (163) Expect to see high quality brands on Facebook (147) MOST INTERESTED IN: Luxury clothes, technology, alcohol, film, food, travel The news feed is all about you, if I ve seen a friend of mine has liked a brand and it s something that I m also interested in of course I ll check it out. Male, 32. London Sparkler: The Worldwired & Wealthy Study. Unless otherwise stated, all figures shown are indexed

9 FACEBOOK OBSERVERS FACEBOOK IS THEIR WINDOW THEY ARE THE FOLLOWERS 1 Facebook Observers are the oldest segment. They are more cautious, reserved and family orientated. 2 Their social networking mirrors their offline behaviour; connections are composed of their nearest and dearest. 3 They are passive users more likely to view than create content. 4 As late joiners, they are not necessarily looking to increase usage. 5 Facebook has a place in their hearts. They are the most likely group to say the benefit of Facebook is to keep up-todate with family and friends.

10 GROUP SIZE 35% FACEBOOK 50% joined GENDER SPLIT 49% male 51% female MEMBERSHIP (all over 10%) Facebook 100% LinkedIn 17% Twitter 15% StayFriends 10% Google+ 10% AGE The oldest segment 25% 27% 26% 12% 8% 2% 20s 30s 40s 50s 60s 70+ # of people 116 Full-time: 66% (av.72%) Retired: 11% (av.7%) Higher/ Intermediate: 63% (av.66%) chief income earner WHAT DEFINES THE FACEBOOK OBSERVERS? CONNECTION WORK POSITION Usage type (index) Personally Professionally INCOME (of top 20%) 60% 57% LOW 23% 24% 17% 20% MED CHECK ABOUT ONCE A DAY 130 * segment overall avg. HIGH SMART PHONE MEDIA Top ranked (%): BBC Eurosport Yahoo! Sky News National Geographic Worth mentioning (high index): Discovery DIRECT MESSAGERS * * Send private messages 99 *index against total audience BEST DESCRIBES ME FAMILY ORIENTATED CONTENT SOCIAL NETWORKS RELATIONSHIP Facebook Observers like to keep up with family and friends, as well as reconnect with long-lost acquaintances While they use Facebook fairly often, it is mostly to observe and watch the news feed Their profiles are personal, but they purposefully don t say too much they value more traditional socialising for that They are happy followers, they like to see what others are doing. If they like a page or status, it s usually because a friend does ENJOY COMFORT ZONE LEISURELY MY HOME PURCHASING & BRANDS IN GENERAL: In general, their top info source for purchasing is friends and family (109) ON FACEBOOK: At the moment, they are the least likely to have liked a brand page (132) MOST INTERESTED IN: Only interested in pages friends and family like My daughter bought herself a Michael Kors watch and she uploaded a picture of it on Facebook without mentioning where the watch was from and her friend said right away Oh you bought a Michael Kors watch... so Facebook can be a way of advertising if you like. Female, 55. Paris Sparkler: The Worldwired & Wealthy Study. Unless otherwise stated, all figures shown are indexed

11 Sparkler is a consumer insight and brand consultancy. In 2011 we won Best Agency at the MRS Awards. We are experts in exploring and understanding the relationship between consumers, media and brands. We call this 3D thinking and believe it is the key to creating successful next generation brands. We design bespoke projects for international market-leading brands to help them develop opportunities for growth. Working for Facebook, Sparkler built a segmentation study to understand the social network lives of the most affluent across Europe. Art direction and illustration by Francis Lee, Head of SparklerStudio

12 58-60 Berners Street London W1T 3NQ T F sparkler.co.uk