Latest Stats On Social Nets
There’s lots of fresh data floating around on usage of social nets.
This summary from comScore indicates that MySpace, with 70 million visitors in February, is still the #1 site for online US adults, but Facebook at 57 million is growing fastest (77% in past 12 months, compared to MySpace’s 3%) and at that rate will soon be #1. Everyone else is far behind in the pack.
Other research delves into social net penetration and usage by key audiences.
Here’s some insight from Forrester Research re usage by "empowered women." Says Forrester: "Empowered women — or those ages 25-54 who feel that the Internet helps them manage their family life — are highly influential as household decision-makers as well as among their peers. From entertainment to electronics, empowered women are much more likely to be asked by friends for product recommendations."
Sticking with women, this MediaPost article reports that the fastest growing segment of the Facebook user base is women age 55 and older, and that 25% of the Facebook base is now age 35 and older.
The spread of social nets into older age segments has marketers salivating, as this Ad Age article illustrates (registration required). In case you missed it, we talked about the importance of the aging of the social net audience a little while ago in Facebook Getting Wrinkles.
BTW, Forrester claims 33% of online US adults are social net users. The data used by comScore would put that figure at 122 million users, or 64%. This eMarketing study says there are 88 million users currently. That’s a wide spread, suggesting we might have some definitional issues to work out (e.g., how do comScore’s figures treat folks who might have profiles on multiple sites?)!
Our own DonorTrends surveying, more in line with the Forrester data, indicates that 36% of donors have created their own profiles on social net sites, and 38% have visited the profiles of others.
Tom Belford
One response to “Latest Stats On Social Nets”
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Latest Stats On Social Nets | The Agitator – Fundraising, Direct Marketing and Advocacy Strategies for Nonprofits…
A great short overview of social network stats, including those from comScore, Forrester, ClickZ and DonorTrends. There seems to be some wide variance on questions like how many Americans have a profile on a social network….