IAB STUDY SHOWS A THIRD OF SOCIAL NETWORKERS DISLIKE CONSTANT INVITES FOR GROUPS AND APPLICATIONS

Over a quarter of people will join a group for exclusive news, videos or freebies

Social networking via mobile increasing with 44% of young people viewing pages on the move

www.iabuk.net

Nearly a third (31%) of social networkers dislike constant requests to join groups and download applications, according to new research from the Internet Advertising Bureau (IAB), carried out by the Opinion Matters Tickbox.net panel.  However, the study of nearly 2000 internet users found that 28% of people would be happy to join a group if they were offered exclusive content or something relevant and free, whilst over a third (37%) would join a group if there is a genuine interest in what is being offered.

Advertising on social media sites

Brands do have an opportunity to engage through social media sites, with only 3% of users preferring to pay to be a member of a site than see advertising on it. Of the various forms of exposure to advertising 12% say they prefer banners; 11% free music downloads; 9% sponsored gifts; 8% prefer banners that offer something free such as video clips or exclusive news.

Mobile social networking on the increase

Updating social network sites via mobile handsets is increasing with 25% of all respondents logging on to check or update their pages.  16 to 24 year olds are the biggest mobile social network fans with 44% saying they have updated via mobile, compared to 17% of over 55s.

Opportunities for marketers

Marketers need to work harder at providing a reason for people to join their sponsored sites or pages as only 7% of respondents claim to sign up to find out about brands or products, while only 5% join groups or communities sponsored by a brand or product.

The study shows that greater insights into the effectiveness of advertising in this space is required, with 16% of members stating they are turned off by irrelevant advertising.  However, only 5% dislike messages from brands.

Sponsored content – joining groups, sponsored applications and widgets

Marketers have a great opportunity to engage with social networkers through branded content, widgets or applications, even though these are new marketing formats, 17% of respondents had a sponsored widget or application on their social networking page, with 15% claiming to have one on their desktop.   However widgets and applications do not currently feature prominently on mobile phones, with only 7% of respondents claiming to have downloaded one.

Social networks in a recession

During the recession social networks have taken on a new role in the purchase decision-making process.  The views of friends and family have always been important, but 41% of members say they place more value on ratings/reviews from friends and family on a social network in this recession.

Staying in touch is key driver

Staying in touch with friends and family is the key driver for more than three quarters (77%) of social networking site users, while more than half (57%) use to share photos, and half (49%) like to seek out old friends or acquaintances.

Almost a third (30%) use to monitor activities of friend and family; a quarter (24%) log on to join a group or a community; 16% join to make new friends; 16% to support causes they feel strongly about.

12% of respondents dislike the fact that other people can monitor their own activity, which suggests they don’t know about the privacy functions available on social media properties.

Usage is largely similar by gender, although more men use sites for dating and finding new friends.  Women do more communicating with friends and family than men. They are also more inclined to use sites for ‘monitoring’ and tracking down old friends and acquaintances.

Who are using social network sites?

The study suggests that more than half the UK online population belongs to a social networking website, with almost half of members registered on two or more sites,

58% of the population are members of a social network, with more than half (53%) of members belonging to one site, a third (33%) belonging to two networks, while 14% log on to three or more. Looking at the over 55s age group 13% have a membership of three or more sites.

Surprisingly, heaviest usage is in the regions with the Welsh and the Midlanders apparently the most active, with 58% logging on at least once a day.  This is followed by the North East and West, jointly at 52% each.

When asked how often they use social network websites almost 50% of members said they are on them at least once a day, with 14% using them more than once a day. More than a third (35%) log on once a week.

Women are heaviest users – more than half (53%), compared to a third (35%) of men, use them at least once a day.  16% of females use them more than once a day compared to 11% of men.

Unsurprisingly 16 to 24s are the biggest age group with 68% of members online at least once a day.  More than a quarter (31%) of over 55s use sites at least once a day.

Facebook was cited as the most popular site, but niche communities are growing in importance, with respondents citing diverse destinations such as Mature Times, Hammersmith Community, Loquax, as well as established names such as MySpace, Friends Reunited and Bebo.

Amy Kean, senior marketing manager at the IAB and head of the IAB social media council, said: “Regardless of what may be the hot social media property of any particular month or year, social networking has become a core part of our daily lives.  However, despite its popularity, this study shows that respect for the user is just as important in social media – consumers will not respond to SPAM or irrelevant advertising.

Brands need to greet their audiences with content or applications that reflect the interests of the group they’re targeting, ensure it has a utility value but is entertaining or fun enough for  users to talk about.  It’s not good enough to simply have a presence in this area, you need to work hard for consumers to interact.”

Russell Goldsmith, Digital Media Director at Opinion Matters said: "Our research for the IAB should remind marketers that, whilst it might be a cliché, it's important to understand that when it comes to reaching your end audience within social network environments, content truly is king.  Users will interact with your organisation if you provide them something that adds value to their time online, be that entertaining, informative, instructional or educational.  However, too many advertisers continue to ignore the new rules of engagement and must adapt quickly by spending time listening to what users really want from the experience."

The survey of 1,909 UK adults, of whom 1,060 are members of social networking or community sites, was conducted online by Opinion Matters using their Tickbox.net panel.  Opinion Matters is a market research organisation carrying out consumer and corporate market surveys online among a 50,000 member panel.

Ends

For more information contact:

Amy Kean on 07739372042 or email This e-mail address is being protected from spambots. You need JavaScript enabled to view it

Harriet Clarke at the IAB on 02070506969 or email This e-mail address is being protected from spambots. You need JavaScript enabled to view it

About the IAB

The Internet Advertising Bureau (IAB) is the trade association for digital advertising. With over 480 members, it's run for the leading media owners and agencies in the UK internet industry. Online is an exciting and fast-growing medium and our job at the IAB is to work with members to ensure marketers can identify the best role for online and the emerging mobile market, helping them engage their customers and build their brands. Through the dissemination of research and the organisation of regular events, we aim to put digital on the agenda of every marketer in the UK, acting as an authoritative and objective source for all internet advertising issues whilst promoting industry-wide best practice.