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Social Networks:
Five Consumer Trends for 2009
It is no secret that the social networking audience has grown rapidly. In 2008, 79.5 million people—41% of the US Internet user population—visited social network sites at least once a month, an 11% increase over the previous year. But what should marketers be watching for this year?
The Social Networks report analyzes key trends that online marketers should be keeping an eye on in 2009.
The growth that social networks have exhibited over the past few years shows little sign of abating. By 2013, an estimated 52% of Internet users will be regular social network visitors.
The steady stream of updates and news will become a weekly or even daily habit for many people. That stickiness is good news for social network providers.
The bad news is that—sticky or not—social networks are still struggling to develop workable revenue models.
Will 2009 be the year that marketers and social networks figure out how to harness the myriad bits of information that consumers share about their likes, dislikes and purchase preferences—and turn them to a profit?
Key questions the “Social Networks” report answers:
- How many people use social network sites?
- How are the demographics and usage patterns changing?
- Will Facebook overtake MySpace?
- Where do Twitter and mobile phones fit in?
- How do consumers use social networks in the purchase process?
- And many others…
eMarketer Reports—On Target and Up to Date
The Social Networks report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make smart, timely business decisions.
To download the report to your desktop—click Add to Cart:
It is no secret that the social networking audience has grown rapidly. In 2008, 79.5 million people—41% of the US Internet user population—visited social network sites at least once a month, an 11% increase over the previous year. But what should marketers be watching for this year?
Executive Summary
 US Online Social Network Users, by Age, 2008 & 2013 (millions and % change)
Key Questions
The eMarketer View
Key eMarketer Numbers-Social Networks
More Social Network Users
US Online Social Network Users, 2008-2013 (millions and % of Internet users)
US Online Social Network Users, 2008-2013 (millions and % change)
US User-Generated Content Creators, by Content Type, 2008-2013 (millions)
US User-Generated Content Creators, by Content Type, 2008-2013 (% of Internet users)
US Adult Online Social Network Users, 2008-2013 (millions and % of adult Internet users)
Comparative Estimates: US Online Social Network Users, 2007 & 2008 (% of Internet users in each group)
Social Networking Site Users in Select Countries, September 2007 & September 2008 (% of Internet users)
Internet Users in Select Countries in Europe and the US Who Have Ever Created a Social Network Profile, 2006-2008 (% of respondents)
Generation X and Boomers
User-Generated Content Activities of US Internet Users, by Generation, September-October 2008 (% of respondents in each group)
US Social Network Users, by Age, November 2008 (% of respondents in each group)
Demographic Profile of US Internet Users Who Have Ever Used a Social Networking Site, November-December 2008 (% of respondents in each group)
US Internet Users Ages 40+ Who Use Social Networking Sites, May 2008 (% of respondents)
Youth Market: Moderate Growth
US Teen Online Social Network Users, 2008-2013 (millions and % of teen Internet users)
US Child Online Social Network Users, 2008-2013 (millions and % of child Internet users)
Comparative Estimates: US Child, Teen and Young Adult Online Social Network Users, 2007 & 2008 (% of Internet users in each group)
Select Online and Mobile Activities of US Online Buyers, by Age, July-August 2008 (% of respondents in each group)
Demographic Profile of US Social Network Users Who Are Active on Facebook and/or MySpace, September-October 2008 (% of respondents)
Visitors Worldwide to Select Social Networking Sites, by Age and Gender, June 2008 (% of total in each group)
Engagement: No Plateau Yet
Weekly Online Activities of US Internet Users, 2006-2008 (% of respondents)
Weekly Online Activities of US Internet Users, by Generation, September-October 2008 (% of respondents in each group)
Frequency of Select Online and Mobile Activities Among US Young Adult Consumers, June 2008 (% of respondents)
Frequency with Which US Adult Social Networking Site Users Access Social Networks*, May 2008 (% of respondents)
Frequency with Which US Social Network Users Visit Their Primary Social Networking Site, May 2008 (% of respondents)
Frequency with Which US Internet Users Log in to Their Online Community, by Age, 2007 (% of respondents)
US Social Network Users, by Age and Frequency, November 2008 (% of respondents in each group)
Frequency with Which US College Student Internet Users Use Social Networking Sites, 2006-2008 (% of respondents)
US Internet Users Who Discuss Select Types of Media Daily/Almost Daily, by Generation, September-October 2008 (% of respondents)
What Makes Social Networks Engaging
Ways in Which US Adult and Teen Internet Users Use Social Networks, May 2008* (% of respondents)
Reasons that US Internet Users Use Social Networking Sites, November 2008 (% of respondents)
Social Network Profile Activities of Social Network Users Worldwide, 2008 (% of respondents)
Reasons for Joining a Social Networking Site According to US Female Internet Users, October 2008 (% of respondents)
Social Networking Site Activities of US College Student Internet Users*, by Gender, 2008 (% of respondents)
Facebook: The New No. 1?
US Unique Visitors to Select Social Networking Sites, November 2007 & November 2008 (thousands and % change)
Unique Visitors Worldwide to Select Social Networking Sites, November 2007 & November 2008 (thousands and % change)
Top Five Social Networking Sites Among US Internet Users, Ranked by Market Share of Visits, November 2007 & November 2008
Social Media Sites Used by US Connected Consumers, June 2008 (% of respondents)
Social Networking Sites on Which US Female Internet Users Have a Profile, October 2008 (% of respondents)
Top Eight Social Networking and Online Community Sites Among US Hispanic Internet Users, Ranked by Unique Visitors, May 2008 (thousands)
Social Networking Sites Used by US College Student Internet Users, by Gender, 2008 (% of respondents)
Top 10 Websites Among US Teen Internet Users, by Gender, August 2008 (% of respondents)
Social Networking Sites on Which US Tween Internet Users Have a Profile, May 2008 (% of respondents)
Mobile and the Twitter Effect
Mobile Content Used by US Adult Mobile Phone Users, September 2007 & October 2008 (% of respondents)
Mobile Content and Application Activities of US Mobile Subscribers, August 2008 (thousands and % of mobile subscribers)
Mobile Activities of US Mobile Phone Users, by Generation, September-October 2008 (% of respondents)
Weekly Time Spent Accessing Mobile Social Network Sites According to US Mobile Social Network Users, September 2008 (% of respondents)
Twitter and Microblogging
Fastest-Growing Social Networking Sites in the US, September 2007 & September 2008 (thousands of unique visitors and % change)
Visitors to Twitter, by Age, January 2008 & January 2009 (% of total)
Twitter Users, by Number of Followers, Q4 2008 (% of total)
Shopping Gets More Social
Sources Used to Search for Information About Businesses According to US Internet Users, 2008 (% of respondents)
Primary Source Used by US Internet Users When Searching for Local Business Information, May 2007 & July 2008 (% of respondents)
Online Methods Used to Access Information About Brands* According to Young Adult Internet Users in the US and Worldwide, June-July 2008 (% of respondents)
Methods by Which Active* Adult Internet Users Worldwide Share** Opinions Online About Products and Services, 2008 (% of respondents)
How US Online Shoppers Who Have Experienced Problems Conducting Online Transactions Share Their Experiences with Others, August 2008 (% of respondents)
US Connected Consumers Who Have Made a Purchase Based on a Recommendation Gotten Through a Social Media Site, June 2008 (% of respondents)
Conclusion
Endnotes
101298 | 101297 | 101290 | 101296| 101295 | 101293 | 101294
US Online Social Network Users, by Age, 2008 & 2013 (millions and % change)
Key eMarketer Numbers-Social Networks
US Online Social Network Users, 2008-2013 (millions and % of Internet users)
US Online Social Network Users, 2008-2013 (millions and % change)
US Adult Online Social Network Users, 2008-2013 (millions and % of adult Internet users)
US Teen Online Social Network Users, 2008-2013 (millions and % of teen Internet users)
US Child Online Social Network Users, 2008-2013 (millions and % of child Internet users)
100883 | 100882
US User-Generated Content Creators, by Content Type, 2008-2013 (millions)
US User-Generated Content Creators, by Content Type, 2008-2013 (% of Internet users)
101067
Comparative Estimates: US Online Social Network Users, 2007 & 2008 (% of Internet users in each group)
101065
Comparative Estimates: US Child, Teen and Young Adult Online Social Network Users, 2007 & 2008 (% of Internet users in each group)
099241 | 099246
Social Media Sites Used by US Connected Consumers, June 2008 (% of respondents)
US Connected Consumers Who Have Made a Purchase Based on a Recommendation Gotten Through a Social Media Site, June 2008 (% of respondents)
Related Information and Links
Related Links
Contact
Report Contributors
It is no secret that the social networking audience has grown rapidly. In 2008, 79.5 million people—41% of the US Internet user population—visited social network sites at least once a month, an 11% increase over the previous year. But what should marketers be watching for this year?
Accenture
Anderson Analytics
Azuki Systems, Inc.
Cloudmark Inc.
comScore Inc.
comScore M:Metrics
comScore Media Metrix
ConStat
Deloitte
DoubleClick
EDUCAUSE Center for Applied Research
eMarketer
ExactTarget
Experian Hitwise
Harris Interactive
Harrison Group
Horatio Alger Association of Distinguished Americans, Inc.
HubSpot
J.P. Morgan
JWT
Ketchum
Knowledge Networks Inc.
Netpop Research
Nielsen Online
Pew Internet & American Life Project
PriceGrabber.com
Promark Research Corporation
Rapleaf
Razorfish
ROI Research
SheSpeaks
Symantec Corporation
Synovate
Tealeaf Technology
Teenage Research Unlimited (TRU)
The Kelsey Group
The NPD Group
ThirdAge Inc.
TMP Directional Marketing
Universal McCann
USC Annenberg School Center for the Digital Future
Waggener Edstrom Worldwide
Youth Trends
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