Abstract
In the past thirteen years that online social networking has been in the
United States, it has garnered large amounts of venture capital and captured
the interest of the younger generation of Internet users. Despite the vast
popularity of social networking, the revenue streams have not been as high as
expected and companies struggle to find an effective monetization model. This
report covers a brief history of social networking, the groups that
participate, different models of monetization - both current and potentially
future - and contains the results of an In-Stat survey about online social
networking.
Table of Contents
In This Update
- Executive Summary
- Introduction
- An Overview of Social Networking
- US Social Networking Marketplace
- User Segmentation
- Top Social Networking Sites in the US
- Monetization of Social Networking
- Advertising Sales
- Subscription Fees and Premium Content
- Access to Member Information
- Market Data
- Merchandising
- Virtual Merchandise
- Sponsorship
- Micropayments
- Affiliate Merchandising
- Survey Data
- Premium Services
- Mobile Social Networking Data Breakout
- US Social Networking Forecast
- Conclusions
- Methodology
List of Tables
- Table 1. Survey Targets by Age versus Actual Responses
- Table 2. Reasons for Visiting Online Social Networking Sites
- Table 3. Respondents' Online Social Networking Sites Visited Regularly by
Age
- Table 4. Respondents' Online Social Networking Sites Visited Regularly by
Gender
- Table 5. Types of People Respondents Might Be Willing to Meet Offline
(Base: Respondents Who Visit Online Social Networking Sites)
- Table 6. Premium Features/Services Currently Purchased
- Table 7. Monthly Average Amount Spent on Premium Services/Features (Base:
Respondents Currently Paying for Premium Services/Features)
- Table 8. Likelihood of Paying For Premium Services/Features (Base:
Respondents Currently Not Paying for Premium Services)
- Table 9. Reasons Respondents Would Not Consider Paying for Premium
Services/Features on an Online Networking or Video Site
- Table 10. Respondents Using a Mobile Phone to Participate in Online Social
Networking or Video Sites
- Table 11. Mobile Device Features Used on Online Social Networking and/or
Video Site
- Table 12. Reasons Cited for Not Using a Mobile Phone to Access Online
Social Networking and/or Video
List of Figures
- Figure 1. US Social Networking User Forecast 2008 - 2012
- Figure 2. Xanga Member Tattoo
- Figure 3. Facebook Pixel Gifts
- Figure 4. Percentage of Respondents Who Visit Online Social Networking
Sites
- Figure 5. Percentage of Respondents Who Watch Online Video
- Figure 6. Participation in Social Networking and Online Video Viewing By
Age
- Figure 7. Female Motivations Cited for Online Social Networking
- Figure 8. Male Motivations Cited for Online Social Networking
- Figure 9. Types of People Respondents Might Be Willing to Meet Offline
(Base: Respondents Who Visit Online Social Networking Sites)
- Figure 10. Top Reasons Respondents Visit Online Social Networking Sites
(Base: Respondents Who Use a Mobile Device for Social Networking)
- Figure 11. US Social Networking User Forecast 2008 - 2012
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