Less than one-fourth of Generation Y consumers are using Twitter. However, almost all of them in the sample group have a profile on at least one social networking site. The Participatory Marketing Network (PMN), a marketing support outfit, today (June 2) released results of a new study.
Today, more young people are using online social networks because of increasing promotional activities around them.
For instance, MySpace, in partnership with MySpace Records and Toyota Motor Sales, USA, recently announced the official launch of ‘Rock the Space.’ It’s a competition encouraging unsigned bands or solo artists to submit an original song for the opportunity to score a recording contract with MySpace Records, the company’s full-service independent label. (Read: MySpace Invites Artists to Rock the Space)
Also, Paramount Digital Entertainment, part of Viacom, and Gaumont, a leading film production and distribution company in Europe, announced the development of “Section 8,” an interactive Web series. It’ll be exclusively distributed in the U.S. by MySpace. (Read: Now, a Social Thriller on MySpace)
Similarly, to woo more consumers, Facebook and Adobe Systems have announced a joint effort to enable Web developers to create applications using the Adobe Flash Platform and Facebook Platform. The new ActionScript 3.0 Client Library for Facebook Platform is a free and open source programming language library. (Read: Free Download: For Apps Using Adobe, Facebook)
AOL People Networks has launched Bebo in different European territories. It has also roped in emerging media brands AlloCiné, Clipfish, Telecom Italia owned Yalp!, Diagonal View and Preview Networks’ Filmtrailer to its Open Media Platform. (Read: Bebo Connects European Social Networkers)
To rope in more users, Friendster, a leading social network in Asia, is coming in Tagalog, a language in the Philippines. Now it supports 11 languages along with a slew of other offers including the mobile site. (Read: Friendster Social Network Connects You with Tagalog)
As most of these campaigns by social sites are targeting youth, social networks’ popularity is increasing.
“Twitter dominates the news, but clearly we’re only touching the surface of its potential as a marketing vehicle,” said Michael Della Penna, co-founder and executive chairman, PMN. “This is a classic ‘glass half full’ scenario for Twitter because it’s clear that Gen Y has an appetite for social networking, but still hasn’t fully embraced micro-blogging. There is a tremendous opportunity now for marketers to develop strategies to get this important group active on Twitter too.”
Other findings from the PMN Twitter/social networking research include:
Twitter has yet to catch on with Gen Y
— Only 22% of this group say they use Twitter
— 85% follow friends
— 54% follow celebrities
— 29% follow family
— 29% follow companies
Online social networks are hot for Gen Y
— 99% have a profile on a social networking site
— 89% have downloaded an application to their profile page
— Photos (89%), games (53%), entertainment (51%), news (32%) and weather (29%) are the most popular applications
Mobile social networking is heating up for Gen Y
— 38% have an iPhone or iPod touch
— Games (53%), entertainment (35%), lifestyle (31%), financial – “free” (28%), financial “paid” (7%) are the most popular mobile applications
— More than one quarter (26%) indicated none
PMN conducted the study in May 2009 with its research partner, the Lubin School of Business’ Interactive and Direct Marketing (IDM) Lab at Pace University, by questioning 200 PMN panel members and consumers between the ages of 18-24.