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U.S. Consumer Online Attitudes Survey Results, Part III: Social NetworkingPublished by: IDC Published: Nov. 19, 2008 - 39 Pages Table of ContentsTable of Contents IDC Opinion In This Study Methodology Definition of Social Networks and Social Networking Services Situation Overview Figure: SNS Penetration, 2007 and 2008 Table: SNS Penetration by Gender and Age (% of Respondents) Table: SNS Penetration by Education (% of Respondents) Table: SNS Penetration by Annual Household Income (% of Respondents) Figure: SNS Users' Frequency of SNS Usage Table: SNS Users' Frequency of SNS Usage by Gender and Age (% of Respondents) Figure: SNS Users' Average Session Length Table: SNS Users' Average Session Length by Gender and Age (% of Respondents) SNS Don't Reach Only Teenagers Anymore Figure: SNS Penetration by Gender and Age Figure: SNS Usership by Age Figure: SNS Penetration by Education Figure: SNS Penetration by Annual Household Income SNS Are Communications Tools Table: SNS Users' Reasons for SNS Use by Gender and Age (% of Respondents) Figure: SNS Users' Reasons for SNS Use by Gender Figure: SNS Users' Reasons for SNS Use by Age Users: SNS Are Useful Table: Usefulness of SNS by Gender and Age (% of Respondents) Figure: Usefulness of SNS by Gender and Age SNS Users Want Even More Communications Tools Table: What Users Would Like to See on SNS by Gender and Age (% of Respondents) Figure: What Users Would Like to See on SNS by Gender Figure: What Users Would Like to See on SNS by Age Table: Amount of Information SNS Users Will Publish on SNS in Future by Gender and Age (% of Respondents) Figure: Amount of Personal Information SNS Users Will Disclose on SNS in Future Advertising on SNS: Not Less Liked, But Less Effective Table: Wireline SNS Audience Reach by Gender and Age: All Online Users (% of Respondents) Figure: Online Users of Major SNS Versus Major Established Services Figure: Audience Composition of Major SNS Versus Major Established Services by Gender Figure: Audience Composition of Major SNS Versus Major Established Services by Age Table: Online Users Liking, Finding Useful, and Finding Annoying Ads on SNS (% of Respondents) Table: Online Users Liking, Finding Useful, and Finding Annoying Specific Internet Ad Formats (% of Respondents) Figure: Online Users Liking, Finding Useful, and Finding Annoying Specific Internet Ad Formats Table: Frequency of Clicking on Ads on SNS by Gender and Age (% of Respondents) Table: Frequency of Clicking on Ads on All Web Sites by Gender and Age (% of Respondents) Figure: Frequency of Clicking on Ads: All Online Ads Versus Ads on SNS Table: Purchases as a Result of Clicking on an Online Ad by Gender and Age: Ads on SNS (% of Respondents) Table: Purchases as a Result of Clicking on an Online Ad by Gender and Age: All Web Sites (% of Respondents) Figure: Users Purchasing Something After Clicking on an Ad: All Online Ads Versus Ads on SNS Figure: Internet Users Who Would Allow Use of Their Contacts for Ad Targeting Future Outlook Essential Guidance Learn More Related Research Synopsis AbstractThis IDC study reports on the results of IDC's latest consumer survey with regard to social networking services (SNS): What is today's SNS audience reach compared with mainstream services such as Google and Yahoo!? What is the demographic of their users (i.e., who do advertisers reach on SNS, how well do consumers tolerate advertising on SNS compared with online advertising in general, and how effective is advertising on SNS). More than half of U.S. consumers with Internet access use social networking services, such as Facebook and MySpace, and penetration is expected to continue to grow. "Major social networking services such as MySpace or Facebook reach a lot of consumers by now, and they don't reach only teenagers anymore. But our research also shows that social networks face problems when it comes to ad effectiveness," said Karsten Weide, IDC's program director, Digital Media and Entertainment. Get Full Details About This Report >> |
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