Social Networking and Connectivity in the Digital Age in the United States 2008 Focuses Special Attention to Differing Social Networks
Research and Markets (http://www.researchandmarkets.com/reports/c83768) has announced the addition of Social Networking and Connectivity in the Digital Age in the United States 2008 to their offering.
Online social networks represent a major shift in personal connectivity, becoming major media carriers. These networks are positioned to rival print, broadcasting, film and music competitors by incorporating all four platforms. Social networks are not just one-way communication outlets. Consumers use traditional media to make virtual connections among family, friends and strangers. These connections are specific, have personality, and often operate in real time.
This report highlights the shifts in technology that have enabled more user participation, focusing on important components of social networks like online video and instant messaging. In-depth survey analysis provides both demographic and trending highlights, and special attention is given to differing social networks, examining how and why they appeal to competing demographics.
Content Outline:
Scope and Themes
What you need to know
Definition
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
Executive Summary
Social networks on the rise
Young adults drive market
Ad spending on social networks is up …
… but it amounts to only a fraction of overall online spending
New opportunities for advertising are created
Social networks emphasize video streaming …
… just as they do instant messaging
Demographics and Trends
Key points
It’s a broadband world
Figure 1: U.S. broadband households, 2000-10
Echo Boomers drive market
Figure 2: Population by generations, 2002-12
Lack of privacy provides marketing opportunities
Figure 3: Personal information online teens are most likely to give out through their social networks, Pew Internet & American Life Project Parents and Teens Survey, November 2006
But beware of being too presumptuous
‘Friendship’ develops new meanings
New marketing opportunities and relationships arise
Internet video adaptable to branding
Figure 4: Top U.S. online video properties by unique video viewers, July 2007
Social network users are frequent online shoppers
Figure 5: Top retail site categories among heavy U.S. social networkers, August 2007
Figure 6: Top retail sites* among heavy social networkers, August 2007
Social networking has room to grow in U.S.
Figure 7: Average minutes per month per visitor on social networking sites, by region of the world, August 2007
Figure 8: Share of visitors to selected social networking sites, by region of the world, June 2007
Social Networking Sites: Players
Key points
Figure 9: Usage of social networking sites, November 2007
MySpace
MySpace versus Facebook
Classmates
Yahoo! 360
Reunion.com
Flickr
Friendster
Tagged
LiveJournal
Windows Live Spaces
AOL Hometown
BlackPlanet.com
Blogger
Bebo
Xanga
Meetup
imeem
Broadcaster.com
Fotolog
Social Networking Sites: Attitudes and Behavior
Key points
Use of and attitudes towards social networking visits by frequency of use
Time spent social networking
figure 10: Time spent social networking, by gender, November 2007
Social networking activities by frequency of usage
Figure 11: Usage of selected Internet activities, by frequency of social networking visits, November 2007
Marketing attitudes and behavior by frequency
Figure 12: Attitudes and behavior towards Internet marketing techniques, by frequency of social networking visits, November 2007
Figure 13: How Internet users interact with or respond to online advertising, by age, November 2007
Ways respondents use social networks to interact
Figure 14: Usage of social networking to communicate, gather information, and share information, by frequency of social networking visits, November 2007
Social Networking and Online Video
Key points
Social networks chasing YouTube’s lead
Figure 15: Sites used for video download or viewing, by gender, November 2007
Figure 16: Sites used for video download or viewing, by age, November 2007
Figure 17: Sites used for video download or viewing, by household income, November 2007
Online videos build community
Figure 18: How Internet users engage with online video, by gender, November 2007
Links connect video viewers together
Figure 19: How Internet users engage with online video, by age, November 2007
Figure 20: Interest in videos sent by friends, by key demographics, August 2007
Social networkers hungry for entertainment clips, not necessarily news
Figure 21: Online video content viewership, by gender, November 2007
Figure 22: Online video content viewership, by age, November 2007
Social network users interact with online video
Social Networking: Marketing Trends and Opportunities
Key points
Figure 23: U.S. online social network advertising spending, 2006-11, December 2007
Figure 24: U.S. online social network advertising spending, by site/type of network, 2007 and 2008, May 2007
Figure 25: U.S. online advertising spending, 2001-11, October 2007
Social network users receptive to entertaining advertising
Figure 26: How Internet users interact with or respond to online advertising, by gender, November 2007
Figure 27: How Internet users interact with or respond to online advertising, by age, November 2007
Knowing your consumer by tracking their profiles
Advertisers mimic social network experience
Widgets
Recruiting brand advocates
Figure 28: U.S. adult Internet users who are word-of-mouth influencers*, 2006-11, June 2007
Profile branding
Online video integrates advertiser messages in new ways
Figure 29: U.S. online video advertising spending, 2001-11, June 2007
Sponsored video
Branded video
Instant Messaging
Key points
IM and social networks
Figure 30: Top five online sub-categories ranked by total time spent, May 2007
Meebo reflects IM market trend
Figure 31: Fastest-growing U.S. instant messaging destinations, August 2006-June 2007
IM allows direct access to consumers
IM and consumer behavior
Figure 32: Time spent every day instant messaging, by gender, November 2007
Figure 33: Time spent every day instant messaging, by age, November 2007
Figure 34: Time spent every day instant messaging, by household income, November 2007
Figure 35: Consumer behavior regarding IM, by gender, November 2007
Figure 36: Consumer behavior regarding IM, by age, November 2007
Figure 37: Consumer behavior regarding IM, by
MySpace.com
Companies Mentioned:
– Abercrombie & Fitch Co
– Adidas (USA)
– Aeropostale, Inc
– Alloy, Inc.
– Amazon.com Inc
– AOL
– Apple, Inc
– Bebo Inc
– Blockbuster Inc
– Buena Vista Home Entertainment Inc.
– Burger King Corporation
– DaimlerChrysler AG
– Facebook, Inc.
– Federal Trade Commission
– Fox Interactive Media
– Fox Searchlight Pictures
– Friendster Inc
– Google, Inc.
– Hewlett-Packard Company
– Joost
– Kraft Foods Inc. (U.S.A.)
– Microsoft Corporation
– MTV Networks
– National Basketball Association
– NBC Universal, Inc.
– News Corporation (The)
– Nike
– Pizza Hut Inc
– Procter & Gamble USA
– Skype Technologies S.A.
– Sony Corporation of America
– Taco Bell Corp.
– Target Corporation
– Ticketmaster
– Time Warner Inc.
– Toyota Motor Corporation USA
– Travelocity.com L.P.
– TripAdvisor, Inc.
– Tyson Foods Inc.
– Universal Music Group
– Universal Pictures
– Verizon Communications Inc.
– Wal-Mart Stores, Inc
– Walt Disney Company, The
– Warner Bros. Entertainment Inc.
– Warner Music Group
– XM Satellite Radio Holdings Inc.
– YouTube, Inc.
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