February 28th, 2009

A recent study by InsightExpress, exploring participation trends across social networks, as well as how receptive their members are to advertising, found that  43% of the online population reports using a social networking site.  And, no matter their age or number of profiles, social networkers see advertising as a hot topic.

An almost simultaneous study by Netpop , “Social Networkers US,”  shows that social networkers are much more likely to shop and spend more online than their non-contributing peers. Social networkers buy a variety of products and services and spend an average of $101 online per month, the study found. This compares with non-contributors to social networks, who spend $80 per month.

The Netpop study found that social networking has grown 93% since 2006 and 76% of US broadband users (105 million) are active contributors to the web via social media. In addition, approximately 29%, or 40 million broadband users, are regular contributors to the web specifically through social networking sites and are spending increasing amounts of their online time communicating with each other, both one-to-one and one-to-many.

The top sources used by social networkers, says Netpop, when making shopping decisions are search engines, brand or manufacturer sites, online-only retail sales and auction sites. Some 6% also use social networking sites to decide what to buy.

Insight found that social networkers, when asked how willing they are to see advertising on their social network, claim that they are less willing to view marketing messages on sites where it is currently most obvious. This preference reinforces the idea that social networks are a unique medium in which advertising campaigns must be executed with great care.

What  are social network demographics:

In looking at the social network landscape, Netpop offers these Key findings about US social networkers:      

• Social networkers in the US are most likely to be single, employed women, age 18-39 and living somewhere between Indiana and the Atlantic Ocean, or along the west coast
• A typical social networker connects weekly with an average of 18 people one-to-one, and 110 people one-to-many
• Social networkers spend an average of 36% of their online time talking and sharing. This compares with 29% for non-contributors to social networks
• Social networkers use multiple modes to communicate and stay in touch. These include IM, texts, blogs and microblogs

Among social networkers who report having two or three profiles:

1. 25.6% are 18 to 24 yearss old
2. 23.3% are 25 to 34 years olds
3. 14.7% are 35 to 44 years old
4. 15.6% are 45 to 54 years old
5. 18.4% are 55 to 64 years old

Among people with four or more profiles:

• 31 percent are between the ages of 25 and 34
• 14.1 percent are 55 to 64 years old

It is my option to not try and tap into the advertising of the social network with your company put to participate in the social network function and connect with those who are a part of the social network function.

Your profile, link backs and professional opinion will go a lot further than your advertising on the social sites. Invest your time in the social network field and you will help build your transparent persona online.

Pathway Solutions, Inc.
Scott Kintz

To review this whole article or to see the data used in this article go here. 

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