Social networking is on the rise. Details from the survey show interesting results about social network use among different age demographics:
Among adults 18+ :
- 64% of all adults use online media
78% of adult ages 18-34 use online media
71% of adults ages 35-44 use online media
43% of adults ages 55 + use online media
- 45% of all adults are influenced by social networking
50% of adults ages 13-34 are influenced by social networking
37% of adults ages 55+ are influenced by social networking
- 38% of all adults aim to influence others by social networking
45% of adults ages 18-34 aim to influence others by social networking
- 71% of all adults are greater influenced by online reviews & blogs by close friends and family
69% of adults ages 18-34 are greater influenced by reviews & blogs by close friends and family
76% of adults ages 35-44 are greater influenced by reviews & blogs by close friends and family
According to the Nielson Co. as quoted by Harrison Interactive:
“[Online] audience grew about 20% globally, from 261.7 million to 313.7 million. Total global minutes spent on social networks more than doubled, from 55.7 billion to 113.1 billion. Average time spent per user grew about 45%, from three hours, 32 minutes and 49 seconds to six hours and 25 seconds”
As shown from the results, social networking online has boomed in just the past year becoming an attractive domain for marketing activity. Blogs, vlogs (video blogs), and business profiles can be a perfect way to reach out to these internet savvy consumers. Additionally, the ability to comment on a companies activity gives the consumer a voice; it allows them to become a participate in the business’ activity. Having an active presence on the internet can allow a company to better understand public opinion and guide the public image of a company. Through internet activity a company can suggest a positive public image, but more importantly, a company can preempt and respond to negative public opinion.
The largest demographic of social network users is young adults ages 18-34, making them an easy target when it comes to online media. Young adults may see the internet as an opportunity to establish part of their identity. Companies should keep in mind the current user of internet activity when they create their online communication. However, businesses should not forget about older clientele either. According to Mike Stevens, Director, of telecommunications research at Simpson Carpenter, in an article for New Media Age, adults age 55-65 are growing faster than any other user group on Facebook, a well known networking site. While these users are not as large of a current population of young adults, they do have the largest growth potential in the social networking environment.
Photo Credit: Ivan Walsh
