Table of Contents
- Issues in the Market
- Main issues
- Definition
- Abbreviations
- Market in Brief
- Growth stalls as market races to maturity
- Mobile the springboard for future success
- New competition builds alternative routes to the future
- Security and privacy issues: Education and verification
- Market share the new social media battleground
- Your social network: resource or communication tool?
- Downscale demographics can dent advertiser appeal
- Networking acquires a social conscience
- Innovation the name of the social media game
- Broader Market Environment
- Key points
- Increasing penetration of broadband
- Figure 1: Percentage of adults with access to broadband and dial-up
Internet at home, 2003-07
- Broadband take-up drives networking
- Focus switching from quantity to quality
- Increasing penetration of PCs
- Figure 2: Household ownership of PCs, 2002-07
- Computer users increasingly mobile
- Online networking: Anti-social for the PC industry?
- Mobile networking
- Flat-rate Internet access key to the future of mobile networking
- Consumers want to network on the move
- Rising PDI
- Figure 3: Total PDI, consumer expenditure and savings, 2003-13
- An ageing population
- Figure 4: Population, by age group, 2002-13
- Older consumers see value in online networking
- The ' digital divide' switches from age to connectivity
- An expanding population
- Girls on board
- Rising number of one-person households
- Figure 5: Total number of UK households and one-person households,
1991-2013
- Online networking connects people living alone
- Open platforms open new commercial possibilities
- Gaming a driver of network use among men
- Safety and privacy
- Reports generate prospect of some regulation
- Members feel safe, value privacy
- Multimedia potential: Is networking a winning formula offline?
- Marketing
- Data and demographics give networks advertiser appeal
- Integrating brands
- The application of e-commerce
- Word of mouse from the recommendation generation
- Hyper-targeting
- Competitive Context
- Key points
- Internal competition: Antisocial media?
- The future: dedication, convenience or utility?
- External competition: the rest of the web
- Who' s Innovating?
- Search and ye shall find (social networks)
- Advertisers' eggs-cuse me...
- Do your own Ning
- Networks in residence
- Loan arrangers
- Social history
- Does my bum look big in this?
- Market Size and Forecast
- Key points
- Figure 6: Social networking websites, total unique visitors, July
2007-February 2008
- The past: We have lift-off
- The present: Pause for thought
- Quality, not quantity
- The future: Big and clever
- Bigger...
- ...smarter
- Market Share
- Key points
- Gain share, raise engagement
- Facebook and Bebo joust for leadership
- Figure 7: Social networking websites, market share (unique visitors),
February 2007-February 2008
- More people seeing a specialist
- Figure 8: Social networking websites, growth in market share (visits),
February 2007-February 2008
- Companies and Products
- Figure 9: Online social network membership numbers, 2008
- Friends Reunited
- Bebo
- MySpace
- Facebook
- Faceparty
- LinkedIn
- Second Life
- Who Uses Social Networking Websites?
- Key points
- Networking provides a social service
- Figure 21: Usage of social networking websites, by gender and age, March
2008
- Viral growth sweeps cities
- Figure 22: Social networking use by region, March 2008
- Who Uses Which Network?
- Key points
- Women looking beyond the mainstream?
- Figure 23: Penetration of social network sites, by gender, March 2008
- Some networks more attractive commercially than others
- Figure 24: Penetration of social network sites, by income and working
status, March 2008
- Word of mouth drives clicks of mouse
- Where do we Network?
- Key point
- Figure 25: Where consumers access social networks, by frequency of
usage, March 2008
- Consumers partition their media day
- Social media must hook up with mobile
- With Which Online Social Networks are Members Most Engaged?
- Key points
- Figure 26: Usage of social networking sites, March 2008
- Why is Facebook so addictive?
- Communication v resource
- How Do We Use Social Networks?
- Key points
- Figure 27: Usage of social networking sites, March 2008
- Have I shown you my holiday snaps?
- A new view on engagement
- What Do We Do Outside Our Social Networks?
- Key point
- Mainstream networkers: Less active physically, more active online
- Figure 28: Leisure statements, by social networking site, March 2008
- Console-ation prize of younger networkers?
- Figure 29: Selected technology usage by choice of social networking
site, March 2008
- Users gravitate to level of technical ability
- Figure 30: Selected online activities in the last three months, by
choice of social networking site, March 2008
- More Time Social Networking, Less Time Doing What?
- Key point
- Figure 31: Activities doing less of as a result of social networking
use, March 2008
- Communicate to accumulate
- Going out not going out of fashion
- Online social (security) networking
- Fewer calls waiting
- Figure 32: Making fewer mobile/landline calls as a result of social
networking use, March 2008
- Slow death for instant messaging?
- Figure 33: Doing less instant messaging as a result of social network
use, March 2008
- What Do We Think About Online Social Networks?
- Key points
- Figure 34: Attitudes towards social networking websites, March 2008
- Users take control of their own privacy
- Figure 35: Attitudes towards social networking security by usage rates,
March 2008
- The wisdom of avoiding crowds
- Figure 36: Perception that there are too many people on social networks
these days, by usage rates, March 2008
- Email sends defiant message
- Exclusive offers for advertisers
- Figure 37: Selected attitudes towards social networking websites, by
socio-economic group, March 2008
- Women wary online
- Figure 38: Selected attitudes towards social networking websites, by
gender, March 2008
- Sign up for adult education
- Figure 39: Worries about children using social networking, by presence
of children and age, March 2008
- Social Networking and the Young
- Key points
- Figure 40: Social networking sites currently used, March 2008
- Figure 41: Activities on social networking websites, March 2008
- Mobile social media makes happy snappers
- Gdbi 2 txt?
- Figure 42: Attitudes towards social networking sites, March 2008
- No privacy on a mobile
- Teens favour an always-on network
- Figure 43: Social networking sites currently used, by demographics,
March 2008
- Boys and girls come out to play
- Minimum age compliance a significant issue
- Figure 44: Activities on social networking websites, by demographics,
March 2008
- Content preferences create greater engagement among girls
- Interest in offline media persists
- Social Networking Attitudinal Groups
- Key points
- Group 1: Carefree Neutrals
- Group 2: Not for me, thanks
- Group 3: Fans & Addicts
- Group 4: The Weary & The Hesitant
- Figure 45: Demographic analysis of target group membership, March 2008
- Target groups forecast
- Internet penetration growth slowing
- Figure 46: users, by age group, 2003-13
- Social networking users to increase by a quarter by 2013
- Figure 47: Forecast of attitudinal group sizes, 2008 and 2013
- Attitudes polarised
- Only two in ten surfers will be non-members
- Methodology
- Figure 48: Social network groups by frequency of usage
- Figure 49: Groups by Social networking site users
- Figure 50: What social networking sites Mintel' s groups are more likely
to belong to
- Figure 51: Target groups and their change of habits due to social
networking
- Figure 52: How groups use social networking sites
- Figure 53: Where groups access social networking sites
- Appendix -- Who Uses Social Networking Websites?
- Figure 54: Usage of social networking websites, by demographic analysis,
March 2008
- Appendix -- Who Uses Which Network?
- Figure 55: Users of different social networks, by demographic analysis,
March 2008
- Appendix -- With Which Online Social Networks are Members Most Engaged?
- Figure 56: Usage of social networking sites, March 2008
- Appendix -- How Do We Use Social Networks?
- Figure 57: Usage of social networking sites, March 2008
- Appendix -- What Do We Do Outside Our Social Networks?
- Figure 58: Leisure statements, by social networking site, March 2008
- Figure 59: Leisure activities, by social networking site, March 2008
- Figure 60: Technology usage, by choice of social networking site, March
2008
- Figure 61: Online activities in the last three months, by choice of
social networking site, March 2008
- Figure 62: Activities doing less of as a result of social networking
use, March 2008
- Appendix -- More Time Social Networking, Less Time Doing What?
- Figure 63: Activities doing less of as a result of social networking
use, March 2008
- Appendix -- What Do We Think About Online Social Networks?
- Figure 64: All users' attitudes towards social networking websites, by
demographic analysis, March 2008Figure 65: Further user attitudes towards
social networking websites, by demographic analysis, March 2008
- Figure 66: Further user attitudes towards social networking websites, by
demographic analysis, March 2008Figure 67: Further user attitudes towards
social networking websites, by demographic analysis, March 2008
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