Social networking sites are one of the most important components of online activity in the 21st century. The popularity of both broadband internet and smart phones increases the penetration of social networking sites. It is also clear that in upcoming years new media marketing, particularly on social networking sites, will be increasingly important, offering a chance to reach a younger audience than traditional advertising.
-More specifically, this report addresses the following questions:
-What is the current level of penetration and what segments under- and over-index on usage?
-What population segments are likely to have multiple profiles?
-What recent innovations are shaping current demand and the markets of the future?
-What trends are likely to impact online social networking and how can companies position their products and brands to capitalize on these trends?
-What features and benefits will have the greatest impact on the probability that a consumer will join a social networking site?
-What features and benefits are users willing to pay for?
-How are companies marketing on social networking sites and what approaches are likely to be successful in upcoming years?
-How do attitudes about social networking sites vary by gender, age and race/Hispanic origin segments?
-What segments provide the greatest opportunities for growth in social networking?
-What segments are most receptive to online viral marketing?
-The continuing shift toward smart phones and how growth in this segment is about to cause substantial changes to the market as consumers focus on real-time updates and GPS-driven social networking
