US 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 that profiles social networkers and identifies differences in behavior and digital media consumption between them and others.
The study, “PROFILE: Social Networker” (pdf), examines the impact of social networking on technology ownership, mobile phone features, digital media consumption, and online/mobile behavior in the US and abroad.
“We can look to the international social networker,” who has access to more feature-rich handsets, “for a preview of where the US 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 of the study follow.
Mobile & Social Networking
- Over half US 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.
- 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 US.
Technology Ownership
- The US social networkers own significantly more technology than their International counterparts, with the exception of MP3 players and Mobile GPS.
- In other categories – DVD players, digital cameras, cable TV and game consoles – US 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 US and internationally are more likely to engage in online music, video, and gaming activities.
- Over half of all US social networkers have watched TV shows or video streams online.
- US social networkers are significantly more likely to download TV programs, burn/copy a movie or TV show, and download a feature-length film.
About the study: The Social Networking Profile was created from The Face of the Web report, data for which were collected in November and December 2006. Respondents were asked if they ever visited a social-networking website. Those who answered “yes” are classified as social networkers and are compared against those who answered “no.” The US Social Networker is based on a weighted sample of 237 and those who answered “no” is based on a weighted sample of 559. The International Social Networker is based on a weighted sample of 761 and those who answered “no” is based on a weighted sample of 2,084. Brazil, Canada, China, France, Germany, India, Japan, Mexico, Russia, South Korea and the UK constitute the “international” segment.
