Social networking increases Internet usage, according to a study called "Never Ending Friending."
The study was conducted by TNS, Teenage Research Unlimited and Marketing Evolution, and commissioned by MySpace, Carat and Isobar.
A copy provided to eMarketer revealed that nearly a third of social network users ages 14-40 have increased their Internet usage, while 8% decreased usage. Usage remained the same for the rest of those surveyed.
Although increased time online does not usually cut into TV viewing, the study indicated that social networkers do spend less time watching television than non-social networkers — over two hours less every week.
That extra time online is mainly spent at...social networks. MySpace is the top site in terms of percentage of time spent online, according to Compete, and Facebook is in the top 10 as well. In fact, 12% of all time online for US Internet users in December 2006 was spent at MySpace.
eMarketer senior analyst Debra Aho Williamson says that even though users are passionate about their social networking, that does not prove that the sites are always a worthwhile marketing channel.
"eMarketer remains bullish on the core benefits of online social networking — the ability for people to express and share their interests and connect with one another," Ms. Williamson says.
"But it is time for social networking sites to prove their worth to marketers. Not only must they drive users to participate, they must also show that social network marketing provides real results."
eMarketer's "Social Network Marketing" report will be published in May 2007. To be notified when it is released, click here.