“Fox Interactive Media (FIM), a division of News Corporation, today released a series of research findings from the first comprehensive study examining both the growth and marketing power of online social networks. Conducted in partnership with Isobar and Carat USA by leading independent marketing research firms TRU, TNS and Marketing Evolution, the study incorporated both quantitative and qualitative feedback from approximately 3,000 U.S. Internet users, as well as MySpace clients for in-depth case studies. The results were released this morning in Los Angeles at ‘Never Ending Friending,’ a conference for FIM marketing clients.“Key findings revealed today include the fact that social networks have caused a fundamental shift in the way people interact with each other and with media. More than 70% of Americans 15-34 are actively using social networks online, and the research showed social networking sites taking a strong foothold in the primetime hours; enriching existing relationships with family and friends; and initiating meaningful brand connections.”
“In addition to tracking overall usage of the site, the research study focused on the reasons why users are continuing to flock to online social networks. The data indicated that social networkers use the sites not just to improve their online lives, but also to make their offline lives richer and more exciting. More than 48% said they are having more fun in life in general and 45% said their lives are more exciting as a result of spending time networking online. In addition, 57% said they’ve found more people with similar interests and 52% said they feel more in tune with what’s happening socially in their lives due to social networking sites.”
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