TGI: Social Networking

Social networkers represent a valuable target for advertisers, according to latest data from TGI.

The proportion of British adults using social networking sites such as Facebook and MySpace has climbed from 11% in early 2007 to 30% at the start of 2009.

The popularity of these sites shows no sign of slowing, with the six-month period from October 2008 to March 2009 representing the biggest quarter on quarter rise yet.

Fifty-three per cent of regular social networkers are women and over 40% are aged 15-24.

Greater London has the highest proportion of networkers at 35% of residents, followed by the South East (26%) and Yorkshire/Humberside (25%). The regions with the lowest proportions of social networkers are East Anglia and the north of England.

Social networking sites represent an opportunity for advertisers and social networkers themselves are an attractive target. Among people aged 25-34, social networkers are 20% more likely than the average to have a pre-tax family income in excess of £50,000 and 20% more likely to have taken a holiday abroad in the past year. They are also more likely to have a driving licence and to live in a household with three or more cars.

This greater affluence is reflected in attitudes and purchasing behaviour. Regular social networkers aged 25-34 are 29% more likely to spend a lot on toiletries and cosmetics, while 28% more likely to say they can’t resist expensive perfume/aftershave and 24% are more likely to say they love buying new gadgets and appliances.

These attitudes translate into action. Regular networkers aged 25-34 are more likely than their peers to have purchased a range of products and services in the past year including sunglasses (24% more likely) and personal MP3 players (22% more likely). They are also 25% more likely to be planning to buy a car in the next 1-2 years.

As well as being attractive consumers in their own right, social networkers are important for their capacity to spread commercial messages. Regular networkers aged 25-34 tend to be outgoing and confident of their ability to persuade others. They are 42% more likely than the average for their age group to think they can persuade others about holidays and travel, for example. They are also confident of their persuasive powers with regard to alcoholic drinks, toiletries, cars, mobile phones, healthy living and food.