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Social Networkers' Media Habits

Posted on 5.04.2007

A new study, "Never Ending Friending" conducted by TNS, Teenage Research Unlimited and Marketing Evolution, and commissioned by MySpace, Carat and Isobar shows some interesting data about those social networkers ages 14-40.

Expressed as a percentage of respondents and their behavioral change due social networking:

  • 32% have increased their Internet usage (8% decreased)
  • 26% have increased their email usage (14% decreased)
  • 24% have increased their instant message usage (16% decreased)
  • 18% have increased their cell phone usage (12% decreased)
  • 16% have decreased their television viewing (12% increased)
  • 20% have decreased their video game playing (10% increased)

The increase in Internet usage is easy to understand, while the 8% decrease is a little harder to figure out. Perhaps that segment actually met some people online and got out of the house.

Overall, considering the desireable age demographic, this is good news for Web marketers and advertisers, email advertisers and mobile advertisers.

It's not such good news for video game advertisers. The social networking crowd is most likely a large portion of the gaming crowd. A 20% drop is significant and probably worrysome for in-game advertisers.

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