Social networking ‘becoming entertainment of choice’- research
- Added:
- Jan 07, 2008
New research released today by MySpace reveals social networks are now so integral to daily life, for some, they have surpassed the TV as the entertainment media of choice.
Nearly half of 18-24 year old social networkers (45%) told Future Laboratory researchers that if they had 15 minutes of spare time they would choose spend it on social networking sites rather than watching TV, reading, talking on their mobile, or playing video games.
The impact of this trend is so significant that a quarter (25%) of respondents state that the rise in social networks has decreased the amount of traditional television they consume.
Other changes in behaviour amongst respondents include:
• 43% increasing the number of emails they send and receive
• 25% increasing their use of instant messenger
• 22% decreasing their use of video games
Social networkers are also driving consumers to expect more from brands in 2008, according to a groundbreaking new report entitled MySpace08. The continual rise in popularity of sites such as MySpace is creating more discerning and demanding consumers.
Nearly a quarter (22%) of 18-24 year olds believe that brands ‘have to work harder to earn their respect’ and feel brands should provide them with incentives, free downloads/content and feedback opportunities. More than one in ten (11%) respondents stated social networks have made them expect more from brands and content online.
14% of people believe brands appear more friendly and creative on such sites, while 13% said social networking sites have made them see brands as experiences they can become involved with.
To discover how social networks will shape our lives in 2008 The Future Laboratory spoke to 2,500 people, (including 100 of the most influential and popular ‘MySpacers’ and 15 experts from a range of disciplines) over a period of six weeks.
The results reveal a hugely engaged population which is spending long periods of time consuming, collaborating or communicating with other users. These include:
• Over one in ten people (12%) admitting to spending between 60 and 90 minutes a day on sites such as MySpace.
• 41% spending between 15 and 30 minutes on their sites
• Nearly a third (31%) spending between 30 minutes to an hour.
Travis Katz, Managing Director, MySpace International said: “While MySpace will always be a great way to communicate with friends, the site has evolved into the centre of people’s online and offline lives. MySpace is now a collaborative and creative hub that allows people to keep up to date with, comment on, and define the wider cultural scene.
“With nearly half of 18-24 year old social networkers choosing to spend a spare 15 minutes on social networking sites over watching TV, MySpace is fundamentally changing the way people are living their lives, and has fast become the place where trends start. MySpace08 shows the shape of things to come.”
Trends for 2008
The index reveals that where 2007 was the year social networking gave us Nu-rave, 2008 will be the year of ‘Culturpreneursim’, the Internet starlet ‘Slash/Slash kid’ and the new chill out ‘Tape Music’.
TOP TEN TRENDS FOR 2008
Culturpreneurism –14% of 16-24 year olds have made money on social networking sites using their commercial, creative and cultural skills
Indie-Sports – Quirky and inventive sports like Roller Derby and Bike Polo
Slash/Slash Kids – ‘Internet stars are the next rock stars’ – MySpace stars or ‘Me-Brands’ who are creative multi-skillers and making cash from their talents
Cheemos – A combination of a chav and an emo kid
Alt.blacks– British black youth rebelling against black stereotypes
Bashment music – fusion of grime, hip-hop, reggae and world music
Tape Music – The new way chill-out sound moving from ambient to acoustic psychedelic
Pepperpot Publishing – Magazines created via MySpace and distributed around the world
Online angels – Social networking agony aunts answering problems from their pages
Superheroes Anonymous – Individuals who give themselves super hero aliases and dress accordingly to become citizen do-gooders, crime fighters or activists.
What type of social networker are you?
MySpace08 also identifies for the first time the six key personalities or types of social networker; ranging from the business minded, the uber creative to the more traditional user.
Netrepreneurs - Spearheading the Culturpreneurism movement, they use social networking sites for the sole purpose of generating income.
Connectors – Revel in passing on links, if they see something you’ll like they’ll pass it on to you.
Transumers - Vital part of social networks - the grazers of content and networks rather than creators. They are the people who follow the lead of others and join groups connected to things they like doing, bulking up numbers, buying products and attending events.
Collaborators – Believe in ‘people power’ and use social networking sites to create events, ideas and activities by collaborating with other people.
Scene Breakers – Early adopters who use social networking sites to discover and be part of new and emerging scenes, movements and individuals
Essentialists – The vast majority of users use social networking sites to stay in touch with friends and family.
