The bridge to greater efficacy in social network ads and the road to
greater ad sales for networks are intertwined around a single segmentation that
rises above industry verticals—how the networker feels about brand interactions
on ‘her’ page or feed in general....
Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
To
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Executive Summary
The market
Native, SoLoMo driving gains
Figure 1: U.S. social network ad
sales, 2009-17
Social carries one in seven online
ad dollars
Figure 2: Social network share of
total online ad sales, 2009-13
The networker
Penetration on pause, frequency on
rise
Figure 3: Any use of social
networks, January 2012 vs. March 2013
Ads need to aim young
Figure 4: Positive response to ads
on social networks, by age, March 2013
Brand interactions ramping up
Figure 5: Attitudes toward brands
and products on social networks, by age, January-August 2012
Moms get viral
Figure 6: Use of social networks, by
parental status, March 2013
What we think
Issues in the Market
Do we care what brands or products
our friends like?
Figure 7: Impact of friends’ likes
on purchasing habits, by age, January-August 2012
Are the opinions of friends more
valuable than those of strangers?
Mobile social: One step forward or
two steps back?
Figure 8: Use of social networks
away from home and work, March 2013
Insights and Opportunities
More viral potential among young,
affluent, moms
Figure 9: Number of friends on most
heavily used social network, by age, March 2013
Figure 10: Number of friends on most
heavily used social network, by household income, March 2013
Youngest adults most viral
Figure 11: Attitudes toward sharing
content, by age, March 2013
Figure 12: Viral behavior on social
networks, by age, January-August 2012
Moms talking about networking
Figure 13: Viral behavior on social
networks, by parental status and gender by age, January-August 2012
Digital privacy preferences as
segmentation
Steering clear of indifference
Figure 14: Attitudes limiting value
of social networks to brands, by age, March 2013
Figure 15: Creating vs. browsing
comments, by age, January-August 2012
Partnering with check-in services
Figure 16: Frequency of use of
check-in services, by age, March 2013
To
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Trend Application
Inspire Trend: Locavore
Figure 17: Use of social networks
away from home and work, by age, March 2013
Figure 18: Trends related to mobile
use of social networks, by age, March 2013
Inspire Trend: Attention Economy
Figure 19: Attitudes toward
interacting with brands on social networks, by number of friends, March 2013
Figure 20: Attitudes toward
interacting with brands on social networks, by number of properties followed or
liked, March 2013
Mintel Futures: Generation Next
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