Abstract
Online social networks represent a major shift in personal connectivity,
becoming major media carriers. These networks are positioned to rival print,
broadcasting, film and music competitors by incorporating all four platforms.
Social networks are not just one-way communication outlets. Consumers use
traditional media to make virtual connections among family, friends and
strangers. These connections are specific, have personality, and often operate
in real time.
Mintel highlights the shifts in technology that have enabled more user
participation, focusing on important components of social networks like online
video and instant messaging. In-depth survey analysis provides both
demographic and trending highlights, and special attention is given to
differing social networks, examining how and why they appeal to competing
demographics.
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