Participatory Marketing and Gen Y

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The Participatory Marketing Network (PMN) released results of a new study showing that only 22 percent of Generation Y consumers are using Twitter. When asked about social network usage, however, 99 percent of this same group reports having an active profile on at least one social networking site.

“Twitter dominates the news, but clearly we’re only touching the surface of its potential as a marketing vehicle,” said Michael Della Penna, co-founder and executive chairman “This is a classic ‘glass half full’ scenario for Twitter, because it’s clear that Gen Y has an appetite for social networking, but still hasn’t fully embraced micro-blogging. There is a tremendous opportunity now for marketers to develop strategies to get this important group active on Twitter too.”

Key findings from the study include:

- Twitter has yet to catch on with Gen Y (Only 22 percent of this group say they use Twitter - 85% follow friends, 54% follow celebrities, 29% follow family, 29% follow companies)
- Online social networks are hot for Gen Y (99% have a profile on a social networking site, 89% have downloaded an application to their profile page)
- Mobile social networking is heating up for Gen Y (38% have an iPhone or iPod Touch)

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2 comments

John AlanR 06-02-2009 3:02 PM

Interesting... I'm curious how many people have enough time and energy to keep track of one or more social networks.

Anonomyous 06-05-2009 5:34 PM

Agree with JohnAlanR.  Who has time to micro-blog every time you pee?  Seriously.  

Some people know how to use Twitter, others are still in a learning curve.  But most folks have no clue.  

Do I want to read every tweet that comes from my friends, clients, business associates every time they burp?  Not really.  While I love social networking (e.g. Facebook has reconnected me to many old friends and college folks while LinkedIn has brought in a ton of new business leads.  

After watching Google's Wave promo video (all 1 hour of it!)  it is clear to see that email, micro-blogging and live chat will eventually become a single source as to how people communicate.    Just don't know how many people will embrace it.  

We seem to have lost the art of pen and paper letter writing (e.g. when or if my sisters-in-law ever get around to sending a thank you for the enormous gifts their kids received for Christmas, I get an ecard or email.  What's up with that???)  Now it seems that we won't just be a phone call away we'll be a Twitter, a Facebook, a LinkedIn...away.  Seems like a lot more work to keep in touch with people via social networking than the good old phone.

Where social networking, and micro-blogging can really be of help is when followers are customers.  Now that's immediate feedback.  

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