Embed Size (px)
DESCRIPTION
Citation preview
| Connect
Social Networkers U.S.Who they are and what they mean for next-generation online advertising
Cate Riegner, Vice President, ResearchNetpop Research, LLC
Flickr photo by: D’Arcy Norman
Netpop | Connect Social Networkers U.S. 2008 2Netpop Research, LLC
Consumers are spending more of their online time communicating
Not playing. Not shopping. Communicating
Call it talking. Call it sharing. Call it whatever. The trend is clear
Netpop | Connect Social Networkers U.S. 2008 3Netpop Research, LLC
Social networking sites help to drive – and signify – the trend
Growing 93% since 2006…
Forty million Americans with broadband connections now contribute regularly to the singular, intimate posts on social
networking sites
Netpop | Connect Social Networkers U.S. 2008 4Netpop Research, LLC
The trend is causing traditional content creators and persuaders to lose their longstanding clout
Content – once exclusively produced and distributed top-down – competes with individually-produced and distributed
micro-media channels:
Simple and always distinctive Personal Profile Pages
Netpop | Connect Social Networkers U.S. 2008 5Netpop Research, LLC
So while brands have always been beholden to their customers, the power of social media makes this truer today
than ever
No longer are brand just the sum of their attributes
Brands are increasingly the sum of their most loyal and influential fans
Netpop | Connect Social Networkers U.S. 2008 6Netpop Research, LLC
This Netpop® report examines the users who, through the vein of social networking, are transforming not just the way
we relate …
… but the way information, entertainment and influence are created and perpetuated in society
Bring on the Social Networkers
Netpop | Connect Social Networkers U.S. 2008 7Netpop Research, LLC
The Social Landscape
Netpop | Connect Social Networkers U.S. 2008 8Netpop Research, LLC
Contributors:
76% (105 million)
The vast majority (76%) of broadband users are active contributors to the Web via social media
Base: All respondents U.S.N=4384
138 Million U.S. Broadband Users age 13+
Non-Contributors: 24%(33 million)
Upload audioUpload videoPost to a wiki
Publish a blogUpload photos
Upload podcastsPublish a website
Tag articles, videosPost to a micro-blogSend/forward emailsLive in a virtual worldPost to a blog, forum
Rate or review a productShare files in P2P network
Use SN sites/publish personal page
Netpop | Connect Social Networkers U.S. 2008 9Netpop Research, LLC
Social Networkers:
29%(40 million)
Upload audioUpload videoPost to a wiki
Publish a blogUpload photos
Upload podcastsPublish a website
Tag articles, videosPost to a micro-blogSend/forward emailsLive in a virtual worldPost to a blog, forum
Rate or review a productShare files in P2P network
Use SN sites/publish personal page
Approximately 40 million Americans regularly contribute through social networking sites …
N=4384
… outnumbering the broadband users who do not contribute via social media channels
Contributors:
76% (105 million)
138 Million U.S. Broadband Users age 13+
Non-Contributors: 24%(33 million)
Base: All respondents U.S.
Netpop | Connect Social Networkers U.S. 2008 10Netpop Research, LLC
60% 63%
34%
Contributors:
76%(105 million users)
Social Networkers:
29%(40 million users)
MySpace and Facebook duel for supremacy among social network brands
138 Million U.S. Broadband Users age 13+
Among Social Networkers:60% use Facebook63% use MySpace34% use both sites
Netpop | Connect Social Networkers U.S. 2008 11Netpop Research, LLC
0%
5%
10%
15%
20%
25%
30%
2006 2007 2008
Facebook grew 500% between 2006 and 2008, catching up to MySpace in regular users in the last year
Top Community Sites for Those Employed:
LinkedInFriendster
PlaxoYelpOrkut
Match.com
Top Community Sites for Students:
iMeemLastFMVeoh
FacebookDigg
LiveJournal
Top Community Sites for Retirees:
ReunionGroups.Google
Classmates
Base: All respondents
*Trended data rebased on total sample for each year
N=4384N=4068N=4190
MySpace
Yahoo!Groups
CraigsList
Groups.Google
Percent Among U.S. Broadband Users Who Use Site Regularly
Facebook opened to the public in 2006
28% of all U.S. broadband users use MySpace, 25% use
Netpop | Connect Social Networkers U.S. 2008 12Netpop Research, LLC
Now that you have been introduced to Netpop | Connect and Social Networkers, we hope you are interested in learning more
To access the full report for free before 1/31/09 please register at www.netpopresearch.com
Topics covered in the full report include:
Social Networkers and Non-Contributors
Facebook, MySpace and users of both sites
Demos: age, gender, employment, marital statusNumber people connect with in typical weekRegional distributionMean no. of community sites used regularly by ageModes of communicating onlineAverage hrs. spent online per weekday, weekend dayDigital devices used to access the internetNetpop attitudinal segmentationProducts purchased or planed for purchasedMonthly online spendingSources used to make purchase decisionsPassions (special interests)Implications for online advertising
