Report: The Cume and "DE" of Social Media
May 19, 2014
Untitled Document

In the company's new Techsurvey10, Jacobs Media took a different look at how radio listeners use and enjoy social media. 

Like most researchers, Jacobs Media have typically asked respondents to tell them on which social platforms they have a profile. This year, they went deeper and asked whether they use these social channels on a daily basis. No matter how you slice it, Facebook wins both the "cume" and "TSL" (or Daily Engagement) measures. Of course, the data varies significantly by demographic and format preference.

Not surprisingly, Facebook dominates. But LinkedIn shows up well, followed by a tie between Google+ and Twitter.  Pinterest and Instagram are all mentioned by more than one-third of respondents with social media profiles.

But this year, they asked a different follow-up question to attain a better measure of engagement. On which of these sites do consumers visit on a daily basis?

This is where Facebook displays amazing DE - or Daily Engagement. Nearly three-fourths of those on Facebook are present there every day. Twitter and Instagram are distant seconds when it comes to everyday usage. Note that while many still have a MySpace profile, no one uses that platform on a daily basis.

But the actionable tools for radio brands building social strategies are in the demographic details. A look, for example, at Generation Z - respondents 22 years of age and younger - reveals a very different social story. While Facebook leads, Twitter, Instagram, and Snapchat are all major platforms among this teen-heavy generation. And from the standpoint of DE, Facebook is lower than average, while more than four in ten use Instagram and Snapchat every day.

To access these social media profiles for all 11 formats in Techsurvey10, go to:

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Jon Zellner
EVP/Programming Operations

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