Young consumers are now almost always connected to media — which would rationally lead you to think that the more times and places they are connected, the more ways there are (and the easier it is) to interact with them. This is where market researchers need to step in and push their companies to dig deeper than just measuring the time spent on a media channel. They need to truly understand these consumers' core motivations for using it.
More than 90% of 12- to 17-year-olds who are active on social networks have an account on Facebook, which is their go-to social network, no doubt. But they haven't completely abandoned other networks: almost 40% have an account on both Facebook and Myspace.
With 78% of 12- to 17-year-olds having a social networking account, social networking’s power is undeniable. But it's not enough just to look at these channels to see what type of content or information 12- to 17-year-olds are consuming; it's how, why, and when they're consuming it. Without tapping into these deeper motivations, brands will never fully benefit from this social opportunity.
Most of the hype in advance of today’s Apple media event is rightly about a new iPad. Sarah Rotman Epps will post on her blog about the new iPad for consumer product strategists after the announcement. I’m focused on the published reports that Apple’s Mobile Me service will be upgraded. I cited Mobile Me as an example of emerging personal cloud services in a July 2009 report, and I’m working on a follow-on report now. Mobile Me is Apple’s horse in a contest with Facebook, Google, Microsoft, and others, to shift personal computing from being device-centric to user-centric, so that you and I don’t need to think about which gadget has the apps or data that we want. The vision of personal cloud is that a combination of local apps, cached data, and cloud-based services will put the right information in the right device at the right time, whether on personal or work devices. The strengths of Mobile Me today are:
Synced contacts, calendar, Safari bookmarks, and email account settings, as well as IMAP-based Mobile Me email accounts, for Web, Mac, Windows, and iOS devices.
Synced Mac preferences, including app and system preferences.
Mobile Me Gallery for easy uploading and sharing of photos and videos.
Forrester's Social Technographics® looks at how consumers approach social technologies — not just the adoption of individual technologies. We group consumers into seven different categories of participation — and participation at one level may or may not overlap with participation at other levels. We use the metaphor of a ladder to show this, with the rungs at the higher end of the ladder indicating a higher level of participation. You can find more background on Social Technographics and the concept behind it at our Groundswell blog.
Overall, engagement with social activities has increased significantly in the past few years. By the end of 2009, almost three-quarters of US online adults were participating in one way or another with social media. But how do users of Facebook and MySpace compare to each other when looking at how active they are? The following graphic shows that MySpace users are far more likely to be “Creators” — the group that actually creates its own fresh content.
We've also asked consumers in which categories they like to express themselves online. The behaviors of Facebook and MySpace consumers are quite comparable for most categories, but MySpace users score much higher on expressing themselves on music, video, or gaming online - true to their 'Creator' profile.
This week the Superbowl earned with 106.5 million viewers the Number One spot of the most watched program ever in the US, which proofs that online video hasn't killed the TV star yet. (Side note: did you know that until now the 1983 M*A*S*H final held this position?).