Thinknow Social Media Report 2019

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ThinkNow Social is a nationwide survey that looks at Americans' social media attitudes. Insights include: # Addiction to Social Media # Importance of Social Media Influncers # Social Media Presence of Brands And More...

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Thinknow Social Media Report 2019

1. 1 ThinkNow Social™ Social Media Influencers and Privacy Concerns 2019 Report

2. 2 ThinkNow Social™ Survey Method Field Timing 303 Hispanics 500 Hispanics 1,250 Total Base Sizes › Online via ThinkNow Research’s Omnibus Study Regional Coverage › National Screening Criteria 250 Non-Hispanic Whites 250 African- Americans 250 Asian- Americans › 18-64 years of age› April,2019 MethodologyWhat is it? ThinkNow Social™ is a nationwide survey that looks at Americans’ social media attitudes. The study looks at Americans as a whole and by key race/ethnic segments.

3. 3 Summary of key findings • About 30% of adults say that they are addicted to social media. A slightly lower share (26%) pay attention to what social media influencers have to say about products and services. • Hispanics are the race/ethnic group most likely to listen to social media influencers. This is driven by the Spanish-Dominant and Bilingual segments. • Women and younger age groups are more social media involved – more likely to say they are addicted to social media and to pay attention to influencers. This is particularly true of teens. • Millennials, however, are more concerned about being targeted by brands on social media than any other age group. • About one-quarter of adults use private social media apps like WhatsApp to avoid being targeted by brands. Millennials are driving this usage.

4. 4 Detailed Findings

5. 5 30% 26% 34% 40% 37% 26% 21% 9% 7% 11% 5% 15% 9% 1% TOP 2 BOX: Describes Me Completely / Somewhat TOP BOX: Describes Me Completely Letters indicate statistically significant difference (95% confidence) About 30% of adults say they are at least somewhat addicted to social media. • Women are more addicted to social media then men. • Younger consumers are significantly more likely to feel addicted to social media than older cohorts. • About half of the teenagers surveyed say they are addicted, ranking highest of any group. K JK “I Am Addicted to Social Media” E JK JK Total Market Male Female 18-22 23-38 39-54 55-64 (E) (F) (G) (H) (J) (K) 659 691 244 546 341 219 Teens 13-17 49%

6. 6 29% 25% 27% 32% 11% 8% 7% 9% TOP 2 BOX: Describes Me Completely / Somewhat TOP BOX: Describes Me Completely Whites and Hispanics are the most likely to say they are addicted to social media. • Among Hispanics, the English-Dominant segment is the the least likely to agree with this sentiment. “I Am Addicted to Social Media” Hispanics African-Americans Asians Whites (A) (B) (C) (D) 500 250 250 250 Spanish-Dominant: 28% Bilinguals: 35% English-Dominant: 25%

7. 7 26% 22% 30% 38% 39% 20% 9%9% 7% 10% 8% 15% 6% 1% TOP 2 BOX: Describes Me Completely / Somewhat TOP BOX: Describes Me Completely Letters indicate statistically significant difference (95% confidence) About 25% of adults say they pay attention to what social media influencers recommend. • Females and those under 39 years of age are the most likely to pay attention to social influencers. • Teenagers are the most likely to listen to influencers of all cohorts. K JK E JK JK “I pay attention to what social media influencers recommend in terms of products, services or brands” Total Market Male Female 18-22 23-38 39-54 55-64 (E) (F) (G) (H) (J) (K) 659 691 244 546 341 219 Teens 13-17 46%

8. 8 32% 26% 27% 25% 10% 8% 7% 8% TOP 2 BOX: Describes Me Completely / Somewhat TOP BOX: Describes Me Completely One-third of Hispanics pay attention to social media influencers. “I pay attention to what social media influencers recommend in terms of products, services or brands” Hispanics African-Americans Asians Whites (A) (B) (C) (D) 500 250 250 250 • This is directionally higher than the other ethnic segments. • Spanish-Dominant and Bilinguals are more likely to agree with this sentiment than English-Dominants. Spanish-Dominant: 37% Bilinguals: 35% English-Dominant: 24%

9. 9 29% 33% 26% 19% 34% 32% 23% 8% 9% 7% 5% 12% 7% 5% TOP 2 BOX: Describes Me Completely / Somewhat TOP BOX: Describes Me Completely Letters indicate statistically significant difference (95% confidence) C JK JK Total Market Male Female 18-22 23-38 39-54 55-64 (E) (F) (G) (H) (J) (K) 659 691 244 546 341 219 “I feel brands take advantage of me on social media” Men and Millennials are the most likely to feel taken advantage of by brands in social media. • The youngest age group (18-22) is the least likely to feel that way. Teens 13-17 36%

10. 10 26% 22% 27% 32% 9% 9% 6% 7% TOP 2 BOX: Describes Me Completely / Somewhat TOP BOX: Describes Me Completely Letters indicate statistically significant difference (95% confidence) B “I feel brands take advantage of me on social media” African-Americans feel the least taken advantage of; Non-Hispanic Whites are the most likely to feel that way. Hispanics African- Americans Asians Whites (A) (B) (C) (D) 500 250 250 250

11. 11 24% 25% 22% 22% 32% 22% 13% 9% 8% 9% 8% 13% 7% 3% TOP 2 BOX: Describes Me Completely / Somewhat TOP BOX: Describes Me Completely Letters indicate statistically significant difference (95% confidence) K “I use private social media apps like WhatsApp so that I am not targeted by brands” Approximately 25% of adults indicate that they use private social media apps to avoid being targeted by brands. • Millennials are most likely to use private social media apps among adults. • Teens are the most likely to use them, overall. K Total Market Male Female 18-22 23-38 39-54 55-64 (E) (F) (G) (H) (J) (K) 659 691 244 546 341 219 Teens 13-17 38%

12. 12 29% 26% 29% 20% 13% 9% 7% 7% TOP 2 BOX: Describes Me Completely / Somewhat TOP BOX: Describes Me Completely “I use private social media apps like WhatsApp so that I am not targeted by brands” Hispanics and Asians report the highest usage of private social media apps like WhatsApp. Spanish-Dominant: 36% Bilinguals: 29% English-Dominant: 19% • Among Hispanics, the Spanish-Dominant group is nearly 2X as likely to use these apps than English-Dominants. Hispanics African- Americans Asians Whites (A) (B) (C) (D) 500 250 250 250

13. 13 Demographics

14. 14 Letters indicate statistically significant difference (95% confidence) Sample Profile Total Market Hispanics (A) Whites (B) African- Americans (C) Asian-Americans (D) Base size 1250 500 250 250 250 Male 50% 51% 50% 48% 47% Female 50% 49% 50% 52% 53% Age Millennials 38% 45% 34% 41% 39% Gen X 42% 43% 42% 41% 44% Boomers 20% 12% 24%A 18% 16% % Married/living with partner 52% 53%C 57%C 34% 57%C % with one ore more children 34% 47%BD 30% 39% 30% %Employment 68% 65% 69% 66% 69% % College Graduate or More 37% 25% 41%AC 21% 60%ABC % Foreign Born 18% 40%BC 12% 9% 53%ABC % Parent Foreign Born 27% 57%CD 16% 16% 80%ABC Median Annual HH Income $57K $46K $62K $36K $83K

Thinknow Social Media Report 2019

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Thinknow Social Media Report 2019