Los Angeles – More than 70% of Americans ages 15-34 are actively using online social networks, spending on average more than seven hours per week on such websites and driving the growth of overall time spent online, according to a report commissioned by MySpace, Isobar and Carat USA and conducted by market research firms TRU, TNS and Marketing Evolution.
The online survey of 3,000 U.S. Internet users found that 69% use social networks to connect with existing friends, and 41% said they use them to connect with family members.
The survey also found 40% of all social networkers said they use social networking sites to learn more about brands or products that they like, with 28% saying that at some point a friend has recommended a brand or product to them.
Brands such as Adidas and Electronic Arts attributed more than 70% of their marketing return on investment to the word-of-mouth or pass-along effect of a brand within a social network.
"Marketers are beginning to truly understand how to activate the communities that exist within social networking environments," said Isobar president Sarah Fay.
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online marketing
The Internet has changed things and marketing will never be the same. More than ever, marketing will have to take into consideration the conversations that people are having both online and offline. Consumers are more likely to trust each other than any other form of communication and advertising.
According to a 2008 report by Tom Chapman, 75% of UK Facebook Users Would Not Purchase a Product or Service from a Brand’s Profile.
The report:‘Social network marketing, engagement marketing and brands’, is an insightful overview on how brands and agencies as varied as the BBC, MediaCom and Holler have tapped into the popular social networks in the UK.
This report uncovers exactly what it takes to succeed on social network sites and is available from http://www.socialnetworkmarketinguk.com