Social networking is now an embedded component in the lifestyle of online teens and tweens. In a national study conducted by Grunwald Associates and commissioned by Alloy Media, 81% of online 9-17 year olds say that they have visited a social networking website within the past 3 months. 71% of online 9-17 year olds visit these sites at least weekly. In a broader context, 96% of online teens/tweens report ever having used any type of social networking technology including IM/chat, text messaging and email. With social networking’s increasing status, the white paper provides advertisers crucial insights to successfully navigate a world in which youth command increasing control and provides guidance to help brands enhance youth perception, avoid being alienated by their young “friends†and benefit from this revolutionary opportunity to redefine their relationship with these consumers and to make a positive impact on their online social experience.
Findings also proved that social networking use is approaching near parity with TV time among online 9-17 year olds. In fact, the majority of teens are spending more time with new media than traditional media and when asked where their mindshare goes while they multitask between TV and online, the proportion who say they focus mainly online exceeds those who say they focus mainly on television by more than 4 to 1.
Originally posted on July 3, 2007 @ 10:21 am