Mobile social networking is on the up
Social networking via mobile phones is increasing with 44% of young people viewing pages on the move, according to new research from the Internet Advertising Bureau.
The report, of nearly 2000 UK adults, found that updating social network sites via mobiles is rising, with 25% of all respondents logging on the check or update their pages.
16 to 24 year-olds are the biggest mobile social network fans with 44% saying they have updated via their mobile handsets, compared to just 17% of over 55 year-olds, according to the IAB.
The new research into the attitudes of social networkers also reveals that brands have an opportunity to engage through social media sites, with just 3% of users preferring to pay to be a member of a site than to see advertising on it.
Of the various forms of advertising via social networks, 12% of users prefer banner ads, 11% favour free music downloads, 9% enjoy sponsored gifts and 8% like banners that offer something for free, such as a video clip or exclusive news.
Overall, 28% of people said they would be happy to join a group if they were offered exclusive content of something relevant and free.
However, marketers need to work harder at providing a reason for people to join their sponsored sites or pages as only 7% of respondents claim to sign up to find out about brands or products, while only 5% join groups sponsored by a brand or product.
The IAB said the study shows that greater insight into the effectiveness of advertising in this space is required, as 16% of members claim they are turned off by irrelevant advertising.
“Marketers have a great opportunity to engage with social networkers through branded content, widgets or applications, even though these are new marketing formats,” the report said.
Staying in touch with friends and family is still the key driver for more than three quarters of social networking site users (77%) but during the recession networks have also taken on a new role in the purchase decision-making process, according to the IAB.
The study suggests that usage is on the up with more than half the UK online population now belonging to a social networking website.
Around 58% are members of a social network with more than half (53%) of members belonging to one site, a third (33%) belonging to two networks, while 14% log on to three or more.
Usage is largely similar by gender but heaviest usage is surprisingly in the regions with the Welsh and the Midlanders apparently the most active, with 58% logging on at least once a day.
Almost 50% of members also admitted to using social network websites at least once a day.
The research found that 16 to 24 year-olds are the biggest age group, with 68% of members online at least once a day, while more than a quarter (31%) of over 55s use sites at least once a day.
Facebook was cited as the most popular site, but niche communities, such as Hammersmith Community, Mature Times and Loquax are growing in popularity, as well as established sites MySpace and Bebo.
Amy Kean, senior marketing manager at the IAB and head of the IAB social media council, said: “Regardless of what may be the hot social media property of any particular month or year, social networking has become a core part of our daily lives.
“However, despite its popularity, this study shows that respect for the user is just as important in social media – consumers will not respond to SPAM or irrelevant advertising.
“Brands need to greet their audiences with content or applications that reflect the interests of the group they’re targeting, ensure it has a utility value but is entertaining or fun enough for users to talk about.
“It’s not good enough to simply have a presence in this area, you need to work hard for consumers to interact.”