I was recently doing research on social networking and the social media ecosystem and I came across a number of things I didn’t know. Now, I’m not implying that I have omniscience on any subject, much less social networking. But I thought the following list was pretty interesting either because the items are counter-intuitive or because I just didn’t know the patterns.
1. What is the #1 all-time free app at the App Store?
Facebook. It’s the #2 most-downloaded app overall behind…Weather! Who would have thought when the Weather Channel started Accuweather, that they would be some of the most popular trafficked sites, much less mobile apps? In retrospect it makes sense, but I doubt anyone would have predicted during the tech boom in 1999 that Accuweather.com would be a more successful site than AOL.
2. Who would you guess is the most trusting group by education level on the Internet?
Would you have guessed that it were those who obtained a high school degree but did not finish college? Wrong! Actually, it’s people with post-graduate education. This was completely counter-intuitive. I’m skeptical about even what my wife tells me, much less what blogs tell me…
3. Who would you guess is the demographic group most likely to visit and use social networks, or own and publish blogs?
Would you guess males aged 25-40 with college educations who are single and work at tech companies? Actually, it’s new, first-time mothers with one child. And, in fact, mothers of all kinds are disproportionately more active in social media than the general population, including teenagers.
4. What are the most and least trusted social media channels that consumers use?
Consumers trust e-mails most and trust social networking profiles or blogs from a company or brand least. What’s interesting to me is that the form of the (potential) lie matters more than the content. Having been in marketing myself, I know that a marketing campaign perpetrated across media channels can easily promulgate the same exaggerations or lies efficiently no matter how it is being communicated, but apparently consumers see a one-way message as more trustworthy.
5. Who are the online social media ’super influencers’?
Universal McCann did a great report on who social media users are and what they do online and how they communicate. Turns out that there is a group of what they term ’super influencers’ that disproportionately affect the behaviors and opinions of many others within the social web. So, who are these ’super influencers’? They are 25-34 year old senior office managers with a post-graduate education.
I have a lot more but will save them for another post.
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