myYearbook/Ketchum Teen Study
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myYearbook is the #1 social networking site for teens. It has more visits from teens than the next 5 largest sites combined and is the fastest growing social network in the US. Teen influencers, defined as the top 15% most active myYearbook users, are highly engaged on social media and influential over their peers' media consumption and purchasing habits both online and offline. They purchase more products and share their opinions more than average teens.
myYearbook/Ketchum Teen Study
- 2. What is myYearbook? • #1 Site for Teens – comScore Teens • More Visits than the next 5 largest sites combined • Fastest growing social network in the US • Visits up 79% and Minutes up 78% Over Last 6 Months • Highly Engaged Audience • Members spend 154 minutes per month • High‐quality, Original Content • PlaSorm for original social games © 2010 CONFIDENTIAL 2
- 3. Top Teen Sites Stickiest Sites Rank Site Name Total Visits (000) Rank Site Name Average Visits 1 myYearbook.com 55,302 21 COX.com 12.8 22 MySpace.com 12.7 2 Gaiaonline.com 16,581 3 Imvu.com 13,145 23 myYearbook.com 12.4 4 Meez.com 9,663 24 Salesforce.com 12.3 5 Zwinky.com 8,164 25 Optimum.net 12.2 Most Trafficked Sites Rank Site Name Total Pages Viewed (MM) 21 Plentyoffish.com 993 22 Apple.com 966 23 myYearbook.com 964 24 Twitter.com 945 25 Roblox.com 909 Source: comScore, US, Apr 2010 © 2010 CONFIDENTIAL 3
- 4. Fast Growing, Engaged Audience Monthly Pageviews (mm) Monthly Minutes (mm) 1,000 800 950 750 900 700 850 650 800 600 750 550 700 Twitter 500 650 450 Twitter myYearbook 600 400 myYearbook 550 350 500 300 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 84% growth 95% growth for myYearbook for myYearbook total pageviews from Nov minutes from Nov 2009 to 2009 to Mar 2010 Mar 2010 Source: comScore, myYearbook.com and Twitter.com © 2010 CONFIDENTIAL 4
- 5. myYearbook Ketchum Teen Influencer Study © 2010 CONFIDENTIAL
- 6. Ketchum Ketchum Youth Research Marketing Audience insights Sports & Entertainment Marketing Passion Precision Trend Spotting Social Media Brand Planning Content Agency Integration Memes & Media Relations © 2010 CONFIDENTIAL 6
- 7. Social Media Teen Influencer Survey • 10,000 Teens Surveyed • 500,000+ individual answers to 55 quesVons • Margin of error for the findings is +/‐ 2.3 percent with a confidence interval of 95 percent • DefiniVon of a Teen Influencer: • Aged 13 – 19 • Top 15% Most AcVve and Engaged myYearbook Members The Internet is not just a way for teens to pass Gme, rather it shapes their offline socializaGon, media consumpGon, and purchasing habits © 2010 CONFIDENTIAL 7
- 8. Why These Teens are So Important … Teens are active, online and share with friends… 90% 80% 70% 60% 50% 40% Influencers All Teens 30% 20% 10% 0% Went to movie lastPlan to buy mobile Tune in TV based Watch movies Tell friends what weekend phone on online ads based on online products they use ads © 2010 CONFIDENTIAL 8
- 9. Profile of a Teen Influencer • 97% spend over 2 hours per day on social media sites • 95% update their status at least once a day • 91% have more than 500 friends on social media sites • 88% send more than 3,000 texts per month • 81% share informaVon with friends oaen or very oaen © 2010 CONFIDENTIAL
- 10. Teens with Online Friends are More Social Offline • Social media popularity translated offline • Of all teens surveyed, influencers were 38% more likely to have acended a party last weekend than teens as a whole • They were much more likely to engage in other social acVviVes • Teens who are more social online are the most social offline Influencers: More Likely than Other Teens to... 90.0% 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% Go to concert Go to sports Go to party Go to mall Go to movie Go to friends Movie at home event house © 2010 CONFIDENTIAL 10
- 11. Age MaNers – Younger Teens Don’t Like Their Parents on Their Social Network • 56% of teen Influencers aged 13‐14 “Hate It”, are “Nervous” or “Annoyed” of parents friending them on social media sites • However, only 27% of Teen Influencers aged 18‐19 classify in the same categories © 2010 CONFIDENTIAL 11
- 12. Purchasing Power: Influencers Buy More of Everything • Influencers lead the way for product purchases and media consumpVon Influencers are 21% more likely to Influencers are 36% more likely to 21% have purchased Music, Movies or 36% have purchased Electronics (iPod, Books in the last 6 months TV) in the last 6 months (82% of Influencers and 68% of Teens overall) (67% of Influencers and 49% of Teens Overall) 28% Influencers are 28% more likely to own a smartphone. (35% of Influencers and 27% of Teens overall) © 2010 CONFIDENTIAL 12
- 13. Influencers Don’t Just Buy – They Share • Influencers not only purchase at a higher rate than teens in general, but they are much more likely to share their purchase decisions and what products they are using with friends • Influencers were 70% more likely to share purchasing decisions vs. teens as a whole © 2010 CONFIDENTIAL 13
- 14. How Teens Consume Media • The majority of teens mulVtask when watching television • But the rate at which Influencers mulV‐task is greater than teens as a whole Watch TV and Send Texts Watch TV and Be Online 90% 85% 85% 80% 75% 80% 70% 75% 65% 70% 60% 65% 55% Influencers Teens Influencers Teens © 2010 CONFIDENTIAL 14
- 15. Teen Influencers are Much More Likely to Be Online than Watching Television • The Internet is more popular than television for teens, and even more so for Influencers % Spending More than 2 Hours Each Day 70% 60% 50% 40% 30% Online 20% Online TV TV 10% 0% Influencers Teens © 2010 CONFIDENTIAL 15
- 16. Branded Online Content Becoming Increasingly InfluenGal vs. Television Commercials • Branded content and video trailers are more likely to make teens tune in to a TV show than television commercials • 53% of Teen Influencers cite branded content and trailers as a reason to tune in vs. 50% ciVng television commercials • The gap widens when teens are considering going to the movies • 64% of Influencers cite branded content and trailers as a key item convincing them to acend a movie vs. 57% ciVng television commercials © 2010 CONFIDENTIAL 16
- 17. AdverGsing Preferences – Influencers are also Influenced Television: • 74% of Teen Influencers decide to tune in and watch a TV show on a parVcular day based on their friends feedback • Only 64% of teens in general will do the same Movies: • The same applies to movies. 73% of Influencers will go see a movie based on their friends’ reviews vs. 66% of teens in general • Influencers are 11% more likely to go • And being influencers – they will recommend it to other friends aaer watching it © 2010 CONFIDENTIAL 17
- 18. Teens Like Fan Pages • 60% of teen Influencers and 43% of teens overall are influenced by a movie’s Fan Page • 67% of Influencers have also commented on a Fan Page to extend their influence. DEAN IMAGE FAN PAGE Influencers were 82% more likely to have commented a Fan Page • Fan pages as a branding plaSorm give movies or groups an outlet to reach their fans and drive engagement and appear here to stay © 2010 CONFIDENTIAL 18
- 19. Teens Embrace Branded Content but Expect Something in Return • Teens are recepVve to branded content but expect something in return for their acenVon • IncenVve works on teens How to Best Promote Your Brand to Teens 70% 65% 60% 55% 50% 45% 40% 35% 30% Ads to Earn Currency Ads that Unlock Features General Ads © 2010 CONFIDENTIAL 19
- 20. LOL and OMG! – What Resonates with Teens • Content that is parVcularly humorous or shocking resonates most with teens • They are most likely to share content that is humorous, shocking or includes a celebrity • The majority of teen influencers prefer interacVons from brands to be clear and get to the point • But they also appreciate when a brand can be edgy, funny or shocking – as long as they do it well! “Brands hoping to keep up should find unique ways to parGcipate in the things teenagers already care about instead of compeGng with what’s already capturing their aNenGon.” Adrianna Giuliani, VP, Ketchum © 2010 CONFIDENTIAL 20
- 21. Key Survey Findings • Teens with online friends party more offline • Younger Teens don’t like their parents on their social network • Teen influencers are also more likely be influenced by their friends • Social media Influencers consume more media of all types: music, TV, books, newspapers, magazines, etc. • Majority of Teens mulV‐task while watching television • Teens are online more than they watch television • Online ads surpass television commercials in influencing teens • Teen influencers embrace fan pages • Teens expect something in return for their acenVon on Brands • The most sharable content for teens online is LOL or OMG © 2010 CONFIDENTIAL 21