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Student Noses Buried in Facebooks

The place for socializing and goofing off.

February 26, 2008

College students still can’t get enough of Facebook.

According to Youth Trends' February 2008 “Top Ten List Report,” Facebook was students’ favorite Website for the seventh straight quarter.

"Among men, CollegeHumor, Break and Digg all experienced gains over the most recent quarter as MySpace missed out making the top ten for the first time in a year and half," said Josh Weil, CEO of Youth Trends.

CollegeHumor, as the name suggests, is a video-heavy humor site aimed at college students. Break's content is mostly, if not all, online video.

Top 10 Websites Among US College Students, by Gender, February 2008 (% of respondents)

Among women, Mr. Weil said that "the big story besides the continued dominance of Facebook was the rise of Perez Hilton's blog, which cracked the top five for the first time."

Online video is popular with both men and women in college, and YouTube was in the top five for both groups.

It is not surprising that Facebook was the top pick for college students. Social networking is wildly popular among the university set.

Estimates of college student social networking during the last part of 2006 and first half of 2007 ranged from about 50% (EDUCAUSE, Harris Interactive) to 95% (William Blair & Co., depending on the frequency of usage in question.

Comparative Estimates: US College Students Who Use Social Networking Sites, 2007 (% of respondents and frequency of use)

"Although some have suggested that consumers are less interested in social networking than they once were, that is clearly not the case for college students,” said Debra Aho Williamson, senior analyst at eMarketer. "On campus, social network sites remain a key place for communication, socializing and goofing off."

Alloy Media + Marketing commissioned a study by Harris Interactive toward the end of the 2007 school year. Again, social networking ranked highly, and was listed as a daily activity by 54% of respondents, second only to e-mail.

More than one-quarter of respondents also said they viewed online video daily, which explains why many students listed YouTube as their favorite Website.

Daily Online Activities of US College Student Internet Users, April 2007 (% of respondents)

Learn how ad spending on Facebook and MySpace compares with ad spending on other emerging media. Read eMarketer's Social Network Marketing: Ad Spending and Usage report.


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