New Anderson Analytics Social Media Study - US Social Network Services
Anderson Analytics just completed a new social media study specifically on the use of the four most popular US social network services: Facebook, MySpace, LinkedIn and Twitter. The below chart gives you an idea of just how many Americans are using SNS.
US Social Network Penetration
Among Non-Users
Our clients will be receiving a more in-depth report. However, we’ll be releasing partial findings of this study in an upcoming press release and will also post a few interesting findings here on the blog and on Anderson Analytics site over the next few days.
The study sampled over 11,000 GreenfieldOnline panelists over an 11 month period to understand SNS reach and overlap among the US Online Population. In May Anderson Analytics surveyed an additional 5,000 panelists of which over 1,250 participated in an in-depth attitude and usage survey. We then projected and balanced results based on key variables including age and gender. Importantly we identified “Social Network Users” as those having used a service within the past 30 days. This is a far more realistic definition of “active user” than those often shown elsewhere such as “unique monthly users”.
We gave AdAge a preview of some of the findings. You can read about it online already “What Your Favorite Social Network Says About You” or wait till the print issue comes out on Monday.
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6 responses so far ↓
1 Overlap Among Major Social Network Services // Jul 9, 2009 at 9:16 am
[...] Tom H. C. Anderson RSS Who Uses Social Networks Anyway: Part I [...]
2 Joe Lima // Jul 9, 2009 at 10:56 am
Hi Tom,
So according to your research the US SNS population will top off around 131 million for the four major services. Do you know if any of the people who said they will never try one of these four are on another social network? Also curious about their demographics. Thanks for the posts.
Cheers,
3 Tom H C Anderson // Jul 9, 2009 at 11:08 am
Hi Joe,
That’s what they said… We are using Latent Class Segmentation now to understand the various user and non-user segments. Will probably post a bit about this next week. Basically those who say they will be joining in the coming year have not done so yet mainly because of “time”. Among those who said “never”, some of them will change their mind as they either begin to realize the benefits of SNS or their concerns about privacy are lessened.
Penetration among Gen y and Gen Z is ubiquitous. So tomorrow’s customers will all be online. In regards to Boomers and WWII generation, this is the question area.
More to come…
@TomHCAnderson
4 Employers Are Now Screening Employee Facebook and MySpace Pages - California Labor and Employment Law // Aug 20, 2009 at 1:01 pm
[...] According to a 2009 Anderson Analytics report, the US has a total population of 305 million. Of that, 187 million are online. Of that, roughly 60%, 110 million, are using social network sites of one form or another. (“New Anderson Analytics Social Media Study – US Social Network Services”). [...]
5 Lisa // Sep 13, 2009 at 12:45 pm
Hi Tom,
Is the Anderson Analytics report for the social web demographics available for free? If it is, where can I find it?
Thanks,
Lisa
6 Tom H C Anderson // Sep 13, 2009 at 1:06 pm
Hi Lisa,
No the full report is only available to our clients. But I’ve posted several charts here on the blog.
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