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The bridge to greater efficacy in social network ads and the road to greater ad sales for networks are intertwined around a single segmentation that rises above industry verticals—how the networker feels about brand interactions on ‘her’ page or feed in general.

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Table of Content
Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
Executive Summary
The market
Native, SoLoMo driving gains
Figure 1: U.S. social network ad sales, 2009-17
Social carries one in seven online ad dollars
Figure 2: Social network share of total online ad sales, 2009-13
The networker
Penetration on pause, frequency on rise
Figure 3: Any use of social networks, January 2012 vs. March 2013
Ads need to aim young
Figure 4: Positive response to ads on social networks, by age, March 2013
Brand interactions ramping up
Figure 5: Attitudes toward brands and products on social networks, by age, January-August 2012
Moms get viral
Figure 6: Use of social networks, by parental status, March 2013
What we think
Issues in the Market
Do we care what brands or products our friends like?
Figure 7: Impact of friends’ likes on purchasing habits, by age, January-August 2012
Are the opinions of friends more valuable than those of strangers?
Mobile social: One step forward or two steps back?
Figure 8: Use of social networks away from home and work, March 2013
Insights and Opportunities
More viral potential among young, affluent, moms
Figure 9: Number of friends on most heavily used social network, by age, March 2013
Figure 10: Number of friends on most heavily used social network, by household income, March 2013
Youngest adults most viral
Figure 11: Attitudes toward sharing content, by age, March 2013
Figure 12: Viral behavior on social networks, by age, January-August 2012
Moms talking about networking
Figure 13: Viral behavior on social networks, by parental status and gender by age, January-August 2012
Digital privacy preferences as segmentation
Steering clear of indifference
Figure 14: Attitudes limiting value of social networks to brands, by age, March 2013
Figure 15: Creating vs. browsing comments, by age, January-August 2012
Partnering with check-in services
Figure 16: Frequency of use of check-in services, by age, March 2013
Trend Application
Inspire Trend: Locavore
Figure 17: Use of social networks away from home and work, by age, March 2013
Figure 18: Trends related to mobile use of social networks, by age, March 2013
Inspire Trend: Attention Economy
Figure 19: Attitudes toward interacting with brands on social networks, by number of friends, March 2013
Figure 20: Attitudes toward interacting with brands on social networks, by number of properties followed or liked, March 2013
Mintel Futures: Generation Next
Market Size and Forecast
Key points
Social goes native
SoLoMo to drive sales
Sales and forecast
Figure 21: U.S. social network ad sales, at current dollars, 2009-17
Figure 22: U.S. social network ad sales, at inflation-adjusted dollars, 2009-17
Competitive Context
Key points
Reaching young, affluent difficult offline
Figure 23: Shift from traditional media to online media, by age, January-August 2012
Figure 24: Shift from traditional media to online media, by household income, January-August 2012
Share of online ad sales doubles from 2009-13
Figure 25: Social network ads share of total online ad sales, 2009-13
Market Drivers
Key points
Majority of teens and adults own a smartphone
The rise of phablets
Rollout of 4G
Figure 26: Attitudes toward cellular internet speed, by cellular service provider, September 2012
Data allotments largely limited on mobile web
Figure 27: Monthly cellular data allotment, by age, September 2012
Wi-Fi offers free access to mobile web
Figure 28: Devices used to access the internet at home, February 2010-August 2012
Leading Companies
Key points
Facebook: Four times the daily usage of any competitor
Figure 29: Frequency of visits to social networks, March 2013
Frequency of visits to Facebook still climbing
Figure 30: Number of visits to Facebook in past 30 days, February 2009-August 2012
LinkedIn makes gains
Figure 31: Use of social networks, January 2012 vs. March 2013
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