In a new study of 1,528 users of a health-related social network, Damon Centola, assistant professor at the MIT Sloan School of Management, has reached the conclusion that social networks do influence behaviors, but that individuals are more likely to change their behaviors while participating in networks with dense clusters of connections, when in close contact with people they already know well.
Researchers typically view these dense clusters of connections to be redundant when it comes to spreading information compared to networks with a greater proportion of long ties. But Centola found that, when it comes to getting people to change ingrained habits, the extra reinforcement that comes from those redundancies made the clustered networks 42% more effective.
Email marketing services provider ExactTarget has released a report titled “Twitter X Factors,” the fourth report in their “Subscriber, Fans and Followers” research series, which is based on quantitative and qualitative research conducted March – April 2010 across a panel of 1,506 U.S. consumers. The Twitter report looks at why consumers use Twitter, and what makes them choose to follow brands. Some of the most interesting findings:
Active Twitter Users Are More Influential
According to this report, “Twitter doesn’t need to have the biggest audience, because daily Twitter users represent by far the most influential audience online. ” Continue reading
A new report by Experian Simmons documents the incredible growth of social networking in the US. 66% of online Americans use social networking sites today, up from just 20% in 2007. 43% of those who access such sites report that they visit them multiple times per day – this number is up by 28% from last year. In light of this data, Experian labels social networking as “an increasingly addictive activity” yet goes on to detail how users are connecting with friends, family, and brands through these sites. Are users increasing their visits to social networks out of ‘addiction’ or simply because they are useful ways to connect with others and to show preferences to those within one’s network? Steve Rubel at Edelman Digital entitled his coverage of the report “43% of Online Americans Addicted to Social Networking” and also emphasized the rapid increase in both the number of social network users and the frequency of site visits per user. Continue reading
Using a search that compares the world wide search volume on Google for new media, web 2.0, and social media, Justin Kistner of socialfresh states that “we’re in the 3rd Era of the Web and it’s The Era of Social Media”.
Kistner notes that the decline of Web 2.0 and the rise of social media are connected. Since Facebook has hit the scene, the original social media tools have peaked in usage: blogs, wikis, forums and RSS. Continue reading
Performics released results on June 8, 2010, from a study it sponsored entitled “S-Net (The Impact of Social Media),” a report from ROI Research, Inc. The study of 3,000 U.S. social network users explored general behaviors and platform preferences for social sites, how social sites affect family and friend relationships, and consumer attitudes towards brands and products. Statistics regarding social media use and marketing include: Continue reading
UBM TechWeb released a social media research study on May 26, 2010, that details how technology professionals and technology marketers are using social networking sites such as LinkedIn, Facebook, YouTube, Twitter, and blogs. Entitled “Social Media at Work,” it is the first study of its kind to examine both the usage and preferences of technology decision makers and the activities technology marketers employ to reach them.
The study examined the social media consumption habits of 630 technology professional respondents and 350 technology marketing respondents, reveals a gap between social media usage and marketing – “While many technology marketers have established a presence on Facebook and Twitter, many are not taking full advantage of the sites that technology professionals frequent and value most, such as LinkedIn and blogs,” said Brandon Friesen, VP and online strategist at UBM TechWeb. Continue reading
Findings of new research released June 3rd by Knowledge Networks, through their MultiMedia Mentor service, indicate that heavy users of social or mobile media spend dramatically more time with overall media, and are more likely to use TV and the Internet simultaneously, as reported by MediaPost.
The study concluded that the impact of social and mobile media was most pronounced among older adults (people age 35 to 64) and while this impact could also be seen among younger adults (age 18 to 34) it was not as pronounced. Older adults who use social and mobile media spent a much greater amount of time per day (2 hours 20 min for social users, 2 hours 55 min for mobile users) using overall media than the general population. Continue reading
Allrecipes.com, a leading cooking/recipe website, commissioned Psychster Inc. to design a multivariate online experimental survey to test the effectiveness of different types of advertising. The firm created mockups of seven ad types , appearing on one of two publisher websites (Allrecipes, or Facebook), and promoting one of two brands (a leading soup brand and a leading car brand), for a total of 28 combinations. In May, 2009, the firm showed videos of the different ad units to 478 Allrecipes users and to 681 Facebook users, and asked respondents to rate their attitudes on a variety of metrics.
The researchers found significant variations across ad types. Continue reading
European research and consulting firm InSites Consulting has released a detailed report based on a global study of 2,800 internet users. The full report provides fascinating insights into social networking preferences and behaviors around the world, so we are embedding it above.
Some of our favorite stats: Continue reading