News Column

Top Social Media Sites Declining Despite Record Usage

June 25, 2013

What started out as an enjoyable and innovative way for people to connect and interact with each other is turning into a time-consuming chore, according to a recent survey to determine consumer attitude toward social media. Conducted by E-Score(R), a leading consumer research service that provides information to media and entertainment companies, the survey shows that while awareness and usage of social media sites is extremely high, the allure of using these sites is starting to wear thin with consumers. The survey also revealed consumers trust traditional media brands exponentially more than social media brands.

The survey identified the social media sites with the most consumer awareness, as well as the appeal of those sites. Following are the sites with the highest awareness, the percentage of people who found each appealing as well as the estimated number of users. --------- --------- ------ ------------------------- Site Awareness Appeal Unique monthly users (US) --------- --------- ------ ------------------------- Facebook 85% 50% 140 million --------- --------- ------ ------------------------- Twitter 76% 18% 92 million --------- --------- ------ ------------------------- Google+ 58% 45% 28 million --------- --------- ------ ------------------------- eHarmony 56% 6% 18 million --------- --------- ------ ------------------------- 47% 6% 72 million --------- --------- ------ ------------------------- Pinterest 38% 42% 75 million --------- --------- ------ ------------------------- Instagram 37% 27% 26 million --------- --------- ------ ------------------------- MySpace 36% 10% 6 million --------- --------- ------ ------------------------- Yelp 25% 51% 15 million --------- --------- ------ ------------------------- LinkedIn 23% 24% 64 million --------- --------- ------ ------------------------- Note: E-Score surveyed 1,100 persons with general representation across income, age, education and geographic demographics to represent a cross-section of the U.S. population. User numbers are from public sources.

When asked to rate the trustworthiness of media brands, on average consumers found traditional media brands (broadcast, cable and print) more than twice as trustworthy as social media brands.

"During the past five years, the role of social media has shifted from a leisure activity to an integral and, at times, mandatory, part of our lives," said Gerry Philpott, president of E-Poll Market Research. "Despite this, consumers continue to place the majority of their trust in traditional media brands and advertisers should consider the environment in which they choose to put their dollars."

Other key findings from the survey include:

-- The two online dating sites were among the top five most recognizable

social media brands yet were among the lowest when ranked by appeal,

indicating consumers' displeasure with the process of using social media

to find a companion.

-- Both Facebook and Twitter, two of the most recognizable and used social

media platforms with approximately 140 million and 92 million monthly

visitors, respectively, have surprisingly low appeal ratings, suggesting

that the sites are either habit-forming or viewed as a necessity, as

opposed to a pastime.

-- Yelp's low awareness, high appeal and number of users indicated a

preference for social media sites providing on-demand information as

opposed to primarily interaction with others.

-- Income level did not play a role in either awareness of social media

brands or their appeal, with responses from participants with income

levels below and above $50,000 relatively similar. E-Score is a product of E-Poll Market Research, a full service consumer research company that provides quantitative and qualitative research to media, entertainment and Fortune 1,000 companies. E-Poll research products include E-Score Celebrity, providing in-depth appeal ratings on more than 7,500 celebrities; E-Score Brand, measuring brand equity with consumers; E-Score Character, giving insight into the popularity of fictional characters; E-Score Music, assessing the value and marketability of musicians and bands; and E-Score Programs, tracking of viewer attitudes on more than 600 television shows. E-Poll was founded in 1997 and is headquartered in Los Angeles. More information is available at

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Source: Copyright Business Wire 2013

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