And why are they important?
Thanks to Jackie Lorch and Keith Phillips of Survey Sampling International (SSI) for an interesting webinar entitled, “Winning the Social Media Avids: Connecting with the New Communicators” (http://bit.ly/kGD5Xf).
Based on a survey of 1,500 internet users 13+, SSI learned that:
- 74% had visited a social media site in the past week
- 8% had not visited a social media site in the past week
- 2% described themselves as “former users” of social media
- 16% had never visited a social media site
Of those that had visited a social media site:
- 23% had spent 5+ hours/week
- 51% had spent <5 hours/week
- 23% were classified as “occasional” or “non-users” based on not having visited a social media site in the past week
The 23% of those spending 5+ hours/week are identified as “avid” social media users.
As you might expect, the younger age groups tended to have a higher percentage of avid users; however, there were avid users in every age group:
- 39% of 13 to 17 year-olds were avid users
- 39% of 18 to 24 year-olds
- 32% of 25 to 34 year-olds
- 25% of 35 to 44 year-olds
- 19% of 45 to 54 year-olds
- 11% of 55 to 64 year-olds
- 5% of 65+
As you would expect, the avid users were also active on social media sites:
- 70% read someone else’s wall
- 66% read someone else’s status update
- 64% read a comment on a photo
- 51% updated their status on a social network site
- 39% posted a comment on a shared list
- 19% posted a comment in reference to a Tweet
Avids (14%) are also much more like to be active in their community than non-avid users of social media (9%) and non-users of social media (4%).
Avids tend to buy based more on quality than price.
Avids are much more likely to have smart phones and ipads.
Avid social media users are a distinct group:
- They dominate the online conversation
- They have influence as a result of their presence and dominance
- They exist across all age groups
- They are active online and offline
Avids make social networks an integral part of your direct marketing efforts, especially when the information is coming from someone they know and trust.
Do you know who the avid social media users are in your target audience?