《Why Americans Use Social Media.ppt》由会员分享，可在线阅读，更多相关《Why Americans Use Social Media.ppt（10页珍藏版）》请在三一办公上搜索。
1、,Why Americans use socialmedia,Social networking sites are appealing as a way to,maintain contact with close ties and reconnect with oldfriends,Aaron Smith,Senior Research Specialist11/14/2011,http:/www.pewinternet.org/Reports/2011/Why-Americans-Use-Social-Media.aspx,Pew Research Center,1615 L St.,N
2、W Suite 700Washington,D.C.20036,202-419-4500|pewinternet.org,9%,1,Why Americans Use Online Social Media ToolsTwo-thirds of online adults(66%)use social media platforms such as Facebook,Twitter,MySpace orLinkedIn.1 These internet users say that connections with family members and friends(both new and
3、old)are a primary consideration in their adoption of social media tools.Roughly two thirds of socialmedia users say that staying in touch with current friends and family members is a major reason theyuse these sites,while half say that connecting with old friends theyve lost touch with is a major re
4、asonbehind their use of these technologies.Other factors play a much smaller role14%of users say that connecting around a shared hobby orinterest is a major reason they use social media,and 9%say that making new friends is equallyimportant.Reading comments by public figures and finding potential rom
5、antic partners are cited asmajor factors by just 5%and 3%of social media users,respectively.Motivations for using social networking sitesBased on adults who use social networking sites such as Facebook,MySpace,LinkedIn and/or Twitter,100%,9%,13%,13%,80%,24%,23%,36%,50%,57%,60%40%,74%,84%,20%0%,67%St
6、aying in,64%Staying in,35%50%34%14%Connecting w/Connecting Making new,20%5%Reading,13%3%Finding,touch w/,touch w/,old friends with others w/,friends,comments by,potential,current friends,familymembers,youve losttouch with,sharedhobbies or,celebrities,athletes or,romantic ordating,interests,politicia
7、ns,partners,Major reason,Minor reason,Not a reason,Source:The Pew Research Centers Internet n=2,277 adults ages 18 and older,including 755 cell phone interviews.Interviews wereconducted in English and Spanish.Margin of error is+/-3 percentage points for SNS users(n=1,015)Throughout this report the t
8、erm“social media users”refers to individuals who“use a social networking site likeMySpace,Facebook or LinkedIn”(65%of online adults do this)and/or“use Twitter”(13%of online adults).,http:/pewinternet.org,Page 2,Staying in touch with family members is a major factor across a range of social media use
9、rs,but itsespecially important to womenThose who say that keeping up with family members is a major consideration in their use of socialnetworking sites are a demographically diverse group.Two-thirds of all social media users cite familyconnections as a major reason for their use of these tools,and
10、there are no major differences on thisquestion in terms of age,income,education,race/ethnicity,parental status or place of residence.Theprimary difference on this topic pertains to gender,as female social media users are more likely thanmale users to cite family connections as a major reason for usi
11、ng these sites(72%vs.55%).Staying in touch with current friends and reconnecting with old friends is most relevant for thoseunder the age of 50Compared with older adults,social media users under the age of 50 are especially likely to say that thesetools help them keep up with existing friends and re
12、connect with old onesroughly seven in ten usersunder the age of fifty say that staying in touch with current friends is a major reason they use onlinesocial platforms,and just over half say that connecting with old friends theyve lost touch with is equallyimportant.Each of these is significantly hig
13、her than comparable figures for users ages 50 and older,although a relatively large number of older adults point to connections with friends as a major reasonfor their social networking site usage as well.Staying in touch with current friends and reconnecting with old ones%of social networking site
14、users within each group who say the following are a“major reason”fortheir use of social networking sites100%,80%,71%,70%,60%,57%,53%,55%,40%20%0%,45%Staying in touch with current friends,42%30%Connecting with old friends youve losttouch with,18-29(n=274),30-49(n=348),50-64(n=262),65+(n=110),Source:T
15、he Pew Research Centers Internet n=2,277 adults ages 18 and older,including 755 cell phone interviews.Interviews were conducted in English and Spanish.Margin of error is+/-3 percentage points forSNS users(n=1,015),http:/pewinternet.org,Page 3,In addition to age,gender and parental status are linked
16、with users attitudes towards social media as away to maintain connections with friends.Women are slightly more likely than men to say that stayingin touch with current friends is a major reason for using online social tools(70%vs.63%)while parentsare more likely than non-parents to say that connecti
17、ng with old friends is a major reason behind theiruse of these sites(56%vs.47%).Compared with keeping tabs on current friends or old acquaintances,users place much less emphasis onusing social platforms to make entirely new friendsjust 9%say this is a major reason they use thesesites,and 57%say that
18、 it is not a reason at all for their online social networking activity.Groups that aremore likely than average to use social media to make new friends include men(12%say that makingnew friends is a major reason for using these sites),African Americans(15%),those who have a highschool diploma but hav
19、e not attended college(16%)and those with an annual household income under$30,000(18%).Middle-aged and older adults place a relatively high value on social media as a tool to connect withothers around a hobby and interestCompared with maintaining or rekindling friendships,the ability to connect with
20、 others who share ahobby or interest using social media resonates with a slightly older cohort of users.Sixteen percent of30-49 year olds and 18%of 50-64 year olds cite connecting with others with common hobbies orinterests as a major reason they use social networking sites,compared with 10%of 18-29
21、 year olds.Additionally,men are a bit more likely than women to use these sites to connect around a hobby orinterest56%of male users say that this is either a major or minor reason for their usage of these sites,compared with 44%of female users.Connecting with public figures online is relatively pop
22、ular among Twitter users,as well as AfricanAmericans and LatinosAmong social media users as a whole,the ability to read comments by public figures such as politicians,celebrities or athletes does not come into play as a major factorfully three quarters of users say thatthis plays no role whatsoever
23、in their decision to use these sites.And while connecting with publicfigures has a relatively modest impact on users across a range of groups,both African Americans andLatinos show more interest in this activity than white users.One in ten black social media users(10%)and 11%of Latinos say that read
24、ing comments from public figures is a major reason for using these sites(compared with just 3%of white users).Black and Latino social media users are also more likely to saythat this is a minor factor(31%of blacks and 26%of Latinos say this,compared with 16%of whites).,http:/pewinternet.org,Page 4,0
25、%,Reading comments by celebrities,politicians or athletesBased on adults who use Twitter and/or social networking sites such as Facebook,MySpace orLinkedIn100%80%,59%,63%,60%40%,80%,20%,16%,31%,26%,3%White(n=695)Major reason,10%Black(n=117)Minor reason,11%Latino(n=115)Not a reason,Source:The Pew Res
26、earch Centers Internet n=2,277 adults ages 18 and older,including 755 cell phone interviews.Interviews were conducted in English and Spanish.Margin of error is+/-3 percentage pointsfor SNS users(n=1,015)Additionally,Twitter users are more interested in connecting with public figures than are social
27、mediausers who do not use Twitter.One in ten Twitter users(11%)say that reading comments by politicians,celebrities or athletes is a major reason they use online social networks,and 30%say that this is a minorreason for their usage of these sites.Each of these is notably higher than the average for
28、social mediausers who do not use Twitter(4%of these users say this is a major reason for using these sites,with 11%citing it as a minor reason).Finding potential dating partners is at most a minor element of the social media experienceVery few social media users say that finding potential romantic p
29、artners or people to date plays a role intheir use of these sitesoverall more than eight in ten(84%)do not use these sites for that purpose atall.Most of the remainder say that the prospect of romance is only a minor reason.Most differences onthis question are quite modestfor example,men are twice a
30、s likely as women to say that findingpotential dating or romantic partners is a minor reason for using online social platforms(17%vs.9%)butoverall few men say that this is a major factor(just 4%do so).,http:/pewinternet.org,Page 5,To be sure,many Americans are currently in relationships or may not o
31、therwise be seeking dating orromantic partners in any venue(on social networking sites or otherwise).Among those users whoidentify themselves as single,separated or divorced,6%say that finding romantic or dating partners is amajor reason why they use these sites(an additional 27%say that this is a m
32、inor reason for their socialmedia usage).About this surveyThe results reported here are based on a national telephone survey of 2,277 adults conducted April 26-May 22,2011.1,522 interviews were conducted by landline phone,and 755 interviews were conductedby cell phone.Interviews were conducted in bo
33、th English and Spanish.For results based on socialnetworking site users,the margin of error is+/-3 percentage points(n=1,015).,http:/pewinternet.org,Page 6,SNS10,Survey questions,Spring Change Assessment Survey 2011Data for April 26May 22,2011,Final Topline,5/25/2011,Princeton Survey Research Associ
34、ates Internationalfor the Pew Research Centers Internet&American Life ProjectSample:n=2,277 national adults,age 18 and older,including 755 cell phone interviewsInterviewing dates:04.26.2011 05.22.2011,MarginMarginMarginMargin,ofofofof,errorerrorerrorerror,isisisis,plusplusplusplus,orororor,minusminu
35、sminusminus,2333,percentagepercentagepercentagepercentage,pointspointspointspoints,forforforfor,resultsresultsresultsresults,basedbasedbasedbased,onononon,Total n=2,277internet users n=1,701cell phone users n=1,914SNS or Twitter users n=1,015,People use social networking sites for a number of reason
36、s.Please tell me if each of thefollowing is a MAJOR reason you use these sites,a MINOR reason,or not a reason at allfor you.(First,/Next,)INSERT;RANDOMIZE.READ FOR FIRST ITEM,THEN AS NECESSARY:Is this a MAJOR reason you use socialnetworking sites,a MINOR reason,or not a reason at all for you?Based o
37、n SNS or Twitter users N=1,015,MAJOR,MINOR,NOT A,DONT,REASON,REASON,REASON,KNOW,REFUSED,a.b.c.d.e.f.g.,Staying in touch with family membersStaying in touch with current friendsConnecting with old friends that you losttouch withMaking new friendsConnecting with other people who share yourhobbies or i
38、nterestsReading comments or posts by celebrities,politicians or athletesFinding potential romantic partners or peopleyou might like to date,64675091453,23243634352013,1391357507484,*0*,*,http:/pewinternet.org,Page 7,MethodologyThis report is based on the findings of a survey on Americans use of the
39、Internet.The results in thisreport are based on data from telephone interviews conducted by Princeton Survey Research AssociatesInternational from April 26 to May 22,2011,among a sample of 2,277 adults,age 18 and older.Telephone interviews were conducted in English and Spanish by landline(1,522)and
40、cell phone(755,including 346 without a landline phone).For results based on the total sample,one can say with 95%confidence that the error attributable to sampling is plus or minus 2.4 percentage points.For resultsbased Internet users(n=1,701),the margin of sampling error is plus or minus 2.7 percen
41、tage points.Inaddition to sampling error,question wording and practical difficulties in conducting telephone surveysmay introduce some error or bias into the findings of opinion polls.A combination of landline and cellular random digit dial(RDD)samples was used to represent all adultsin the continen
42、tal United States who have access to either a landline or cellular telephone.Both sampleswere provided by Survey Sampling International,LLC(SSI)according to PSRAI specifications.Numbersfor the landline sample were selected with probabilities in proportion to their share of listed telephonehouseholds
43、 from active blocks(area code+exchange+two-digit block number)that contained three ormore residential directory listings.The cellular sample was not list-assisted,but was drawn through asystematic sampling from dedicated wireless 100-blocks and shared service 100-blocks with nodirectory-listed landl
44、ine numbers.New sample was released daily and was kept in the field for at least five days.The sample was releasedin replicates,which are representative subsamples of the larger population.This ensures that completecall procedures were followed for the entire sample.At least 7 attempts were made to
45、complete aninterview at a sampled telephone number.The calls were staggered over times of day and days of theweek to maximize the chances of making contact with a potential respondent.Each number received atleast one daytime call in an attempt to find someone available.For the landline sample,interv
46、iewersasked to speak with the youngest adult male or female currently at home based on a random rotation.Ifno male/female was available,interviewers asked to speak with the youngest adult of the other gender.For the cellular sample,interviews were conducted with the person who answered the phone.Int
47、erviewers verified that the person was an adult and in a safe place before administering the survey.Cellular sample respondents were offered a post-paid cash incentive for their participation.Allinterviews completed on any given day were considered to be the final sample for that day.Weighting is ge
48、nerally used in survey analysis to compensate for sample designs and patterns of non-response that might bias results.A two-stage weighting procedure was used to weight this dual-framesample.The first-stage weight is the product of two adjustments made to the data a Probability ofSelection Adjustmen
49、t(PSA)and a Phone Use Adjustment(PUA).The PSA corrects for the fact thatrespondents in the landline sample have different probabilities of being sampled depending on howmany adults live in the household.The PUA corrects for the overlapping landline and cellular sampleframes.,http:/pewinternet.org,Pa
50、ge 8,The second stage of weighting balances sample demographics to population parameters.The sample isbalanced by form to match national population parameters for sex,age,education,race,Hispanic origin,region(U.S.Census definitions),population density,and telephone usage.The White,non-Hispanicsubgro
