Online Social Networking At Inflection Point
Targeting Baby Boomers & Selling Data May Be Keys To Success
Even though online communities (social networks) have experienced stellar growth in recent years, In-Stat (http://www.in-stat.com) reports that their future remains somewhat uncertain. The high tech market research firm sees both membership and monetization as key issues for social networking sites; while this is a phenomenon that's here to stay, only sites that can overcome these issues will survive.
"In order for a social networking site to be successful, it must attain a critical mass, and competition is fierce to attract new members," says Jill Meyers, an analyst with In-Stat. "So far, sites have focused their attention on a younger demographic, which is finite, fickle and limited in expendable income." Recent In-Stat research finds that the biggest American generation, the baby boomers, is frequently overlooked.
Site operators are still struggling to find profitable business models. In a recent survey, when asked if they had plans to purchase premium services online, the majority of respondents who do not currently purchase these services indicated they had no future plans to do so.
"While many sites are struggling to attract advertisers, others are seeking to attain profit through nominal monthly fees," says Meyers. "It seems as if the most important asset the site operators possess is constantly overlooked - data. Each social networking site collects a plethora of personal and demographic data on each member, and while selling these data to target marketing groups may be unappealing to site members, it may be the best route to profitability for site operators."
Recent research and a survey by In-Stat found the following:
* MySpace is the most popular social networking website with 140 million members
* 30% of survey respondents pay for premium services or features on social networking sites.
* Respondents who indicated no future plans to purchase premium services on social networking websites cited expense and lack of desired services and features as the main reasons for lack of purchase.
* Less than 13% of survey respondents use mobile social networking services. Furthermore, the overwhelming response was that the use of mobile devices for social networking simply was not of interest to them.
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