Profile of the US Social Networker

Web 2.0 and Social Media is all the rage but what does the Social Networker really look like? And how does visiting a social network really impact technology ownership, mobile phone features, digital media consumption, and online/mobile behavior both in the US and around the globe?

Ipsos Insight's recent report, PROFILE: Social Networker, gets to the heart of the matter and identifies key differences in behavior and digital media consumption between those who visit social networks and those who don't. In addition, there are also notable differences between the US Social Networker and the International Social Networker.

Media, entertainment, and technology companies have good reason to want to better understand the mind of the Social Networker. This tech savvy group is significantly more likely to own technology, consume more digital entertainment, and own more mobile devices.

Technology Ownership

The US Social Networker owns significantly more technology when compared to their International counterparts. The exception is ownership of MP3 players and Mobile GPS. Overall, though, both US and International Social Networkers own more technology than those who have never visited a social networking site.

Digital Entertainment

By a significant margin, Social Networkers both in the US and internationally are more likely to engage in online music, video, and gaming activities. Over half of all US Social Networkers have watched TV shows or video streams online. In addition, US Social Networkers are significantly more likely to download TV programs, burn/copy a movie or TV show, and download a feature length film.

Social Networking Goes Mobile

In terms of mobile behavior, over half of all US Social Networkers have used their mobile device to send/receive SMS text and e-mails, browse the internet for news and info, and receive digital images. While the International Social Networker exhibits the same behavior, their mobile devices are more feature rich. For example, the International Social Networker is significantly more likely to have an MP3 on their mobile device versus those in the US.

The International Social Networker is offering a preview of where the US market will go - mobile social networking. Social networking sites are beginning to deliver more and more content, broadband continues to grow, and more feature-rich mobile devices continue to be introduced into the US market. It is clear that Web 2.0 is here to stay.

Methodology

The Social Networking Profile was created from The Face of the Web report. Respondents were asked if they ever visited a social networking website (MySpace, Friendster, Cyworld, Mixi). Those who answered "yes" are classified as social networkers and are compared against those who answered "no."

The US Social Networker is based on a weighted sample of 237 and those who answered "no" is based on a weighted sample of 559.

The International Social Networker is based on a weighted sample of 761 and those who answered "no" is based on a weighted sample of 2,084. This sample is an aggregate of 11 countries: Brazil, Canada, China, France, Germany, India, Japan, Mexico, Russia, South Korea and the UK.

Data for The Face of the Web: 2006 were collected in November and December 2006.

The sample includes:

• 2006 Prevalence (general population) Information:
  • Consisted of 6,553 interviews of the general adult population in 12 markets around the world.
• 2006 Internet User Information:
  • Consisted of 3,798 interviews (unweighted) with recent Internet Users who have used the Internet in the past 30 days in 12 markets around the world.
  • Internet Users fell out of the general population sample.

For more information, please contact: Donna Wallace Vice President, Media, Entertainment, & Technology Ipsos Insight (415) 597-4004 [email protected]