According to Nielsen’s recent “Global Faces And Networked Places” report, the biggest increase in unique visitors to Member Community Web sites during 2008 was among 35-49 year olds. The social networking trend has moved well beyond early adopters to become an integral part of most users’ Web experience. However, among adults with more than one social networking profile, the profile still skews young and tech savvy, as revealed in Nielsen @Plan’s Spring 2009 results.
“Although this older segment has joined Member Communities en masse in 2008, most have only a toe in the Social Media water,” notes Chuck Schilling, Nielsen Online. “Younger adults are still more committed to the Web 2.0 dynamic and have moved beyond the entry-level Social Network experience.”
Adults with multiple social networking profiles are approximately 2.5 times more likely than average to be in the 18-20 age group and to be students. As social media fans, they are nearly three times more likely than average to publish or own a blog, and more than twice as likely to visit online dating sites and other blogs. Technology is an important part of their lives, as they are more than twice as likely to set up an RSS feed or listen to MP3’s or streaming music on their cell phones.
|Adults with Multiple Social Networking Profiles|
|Publish/Own a Blog||278|
|Simulation – People/Society (game genre)||229|
|Online Dating Service (Yesterday)||227|
|Visited blogging site||226|
|RSS Feed Read (Yesterday)||214|
|Discussed TV Program on IM/E-mail (TV/Web concurrent usage – yest.)||211|
|Listened to MP3s or streaming music (cell phone activity, yesterday)||210|
|Rap/Hip Hop (music – p/anywhere)||206|
|Source: The Nielsen Company –
Average index is 100.