MediaBuyerPlanner: U.S. and international social networkers are significantly more likely to own technology, consume more digital entertainment, and own more mobile devices, according to an Ipsos Insight study, reports MarketingCharts.
The study, “PROFILE: Social Networker” (pdf), profiles social networkers and identifies differences in behavior and digital media consumption between them and others. It examines the impact of social networking on technology ownership, mobile phone features, digital media consumption, and online/mobile behavior in the U.S. and abroad.
“We can look to the international social networker,” who has access to more feature-rich handsets, “for a preview of where the U.S. market will go – and it’s going to be all about mobile social networking,” concludes Brian Cruikshank, EVP and managing director of Ipsos Insight’s Technology and Communications practice.
Some findings from the study follow.
Mobile & Social Networking
- Over half U.S. social networkers have used their mobile device to send/receive SMS text and emails, browse the internet for news and info, and receive digital images. (See table: mobile use – social networkers vs. non-networkers.)
- International social networkers exhibit similar behavior, but their mobile devices are more feature-rich. For example, they are significantly more likely to have MP3s on their mobile devices than those in the U.S.
Technology Ownership
- The U.S. social networkers own significantly more technology than their International counterparts, with the exception of MP3 players and Mobile GPS. (See table: technology ownership – U.S. vs. international social networkers.)
- In other categories – DVD players, digital cameras, cable TV and game consoles – U.S. social networkers are clearly ahead.
- Not surprisingly, both sets of networkers own more technology than those who have never visited a social networking site, Ipsos found.
Digital Entertainment
- By a significant margin, social networkers in the U.S. and internationally are more likely to engage in online music, video, and gaming activities.
- Over half of all U.S. social networkers have watched TV shows or video streams online.
- U.S. social networkers are significantly more likely to download TV programs, burn/copy a movie or TV show, and download a feature-length film.
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- U.K. Social-Networking Site Usage Highest in Europe
- College Students: Facebook Top Site, Social Networking Really Hot
- Social-Network Users Enter False Personal Info to Protect Identity
- Major Social Networking Sites Expand Their Global Visitor Base
