MySpace generation asks brands to up their game
London - Nearly a quarter of 18 to 24-year-olds believe that brands have to work harder to earn their respect, according to a survey of 2,500 people by social networking site MySpace.
Entitled MySpace 08, the research found that 22% of respondents said that, to earn their endorsement, brands should provide them with incentives, free downloads/content or feedback opportunities.
More than one in ten (11%) said social networks have made them expect more from brands and content online, while 14% of respondents believed brands appear more friendly and creative on such sites.
The research aimed to investigate how social networks have become integral to daily life for young people.
Nearly half of 18 to 24-year-old social networkers (45%) said that, if they had 15 minutes of spare time, they would choose to spend it on social networking sites, rather than watching TV, reading, talking on their mobile or playing video games.
A quarter of respondents said the rise in social networks has decreased the amount of traditional television they consume.
More than one in ten respondents (12%) spent between 60 and 90 minutes a day on sites such as MySpace, with a further 41% spending between 15 and 30 minutes on such sites.
1 comments:
Anna Rassie comments:
Some interesting research has been published by Myspace looking at how social networkers want to communicate with brands. An unsurprising finding was that nearly a quarter of users expect incentives from brands (such as free downloads or content) in order to recommend the brand to their friends. Nearly half of the 18-24year old group would rather spend a spare 15mins on a social networking site rather than other activities such as watching TV, reading, talking on their mobile or playing video games. This pull power of social networking cannot be ignored, especially in the next few years as the older end of that segment begin moving into the 25+ segment of our target audience. There is already a facebook group protesting the price rises (admittedly small with just 3 members!) but we need to stay aware of social networkers & what they are saying about the brand as these environments are likely to keep growing & become more mainstream.
http://www.facebook.com/group.php?gid=8529966719
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