So, last week I touched on Deloitte’s 2017 Media Consumer Survey, which stated that social media use was on the decline within all age groups. Deloitte’s survey directly states: “20% of respondents disagree that they enjoy the time they spend using social media and 46% spend more time on it than they would like. 31% of respondents have admitted to temporarily or permanently deactivating their accounts.”
This raised alarms bells for me and should for any business using social media as a main stream advertising channel, BUT WAIT, what’s this then?
The 2017 Sensis Social Media Report, which surveyed 800 Australian consumers and 1,100 Australian Businesses, appears to have a rather contrasting view of Australia’s social media relationship!
According to the report, 79% of respondents now use social media. This is 10% higher than 2016. The two reports had identical numbers on daily use though, sitting at 59% and both reports agreed that the dominant barrier to social media use is utility and lack of interest.
Sensis claims the most popular times consumers are checking their social media accounts is in the morning (first thing) and in the evening, however many (47%) are still accessing their social media on their breaks and at lunchtime, which means that if you’re a business you should consider posting multiple times a day to increase the chance of exposure. What’s really interesting is the lack of social networking we do while we are commuting (18%).
Now some fast facts!
- Instagram saw a 15 point jump (from 31% to 46%)
- Snapchat saw the biggest growth (from 22% to 40%)
- Twitter has also increased (from 19% to 32%)
- BUT never underestimate Facebook – still in the lead with a whooping 94% of users
- 24% of people use social media to follow brands or business (higher among females than males)
- 54% of consumers are keen on discounts and 48% love brand give-aways
- 64% are more likely to trust a brand if they interact with consumers in a positive way on social media (this is up 12% on 2016)
- The number of all types of businesses on social media has seen a decline
- (No surprises here) Advertising has become more popular among all sized businesses on social media, however large business still lead the way in having a social media strategy in place
- The average amount of time spent on Facebook is 23 minutes (down 1 min on 2016)
What does all this mean? Let’s face it, social media is not going anywhere, but the way we use it is evolving. Brands and businesses need to stay abreast of this. Most people use social media to stay in contact with family and friends, but the third most common reason is to watch videos…. This is key to business. If you have predominately been sharing photos, you may consider switching this up with some video content. Social Media Examiner has an excellent blog to assist.
Lastly, always consider how your content renders on a smartphone. Smartphones continue to grow in popularity for accessing social media and this trend isn’t going to end.
FYI – Deloitte’s survey was undertaken by an independent research organisation in March 2017. Over 2,000 consumers completed the survey in Australia.