Reality Check: Social Networking Ain’t All That
ADOTAS – Social networking is a completely foreign concept to 58% of those surveyed, according to a study released by Synovate. While only 30% of Americans are oblivious to social networking, it is still a startling number considering how all-pervasive most industry observers believe it to be.
And what’s more, about a third of the people who are in social networks report that they’re losing interest in it – and 45% of those in the U.S. are reporting loss of interest.
“We spoke with over 13,000 respondents aged 18-65 years in 17 markets around the world to find out who’s connected and who’s not, as well as attitudes and online behaviors,” global head of media research for Synovate, Steve Garton said. “Some of what we found surprised us… like more than a third of social networkers say they are losing interest in social media. And how many people do not even know what it is. When you’re in the world of marketing — reading about it, planning campaigns, researching people — it’s sometimes easy to overlook the basics. So we started our study by simply asking’ do you know what online social networking is?’.”
However, it’s not all doom and gloom for interactive advertisers. According to the study, 53% of social networkers notice site sponsors. And they seem to have the greatest impact in the U.S., where 66% notice.
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