Social media is still on the rise. Large networks, especially Facebook, increase not only their reach, most users use the site also more intense the longer they are members. These are findings from a recent research report by Gartner. But the report shows more:
Gartner surveyed 6.295 people aged 13-74 in eleven different markets between December 2010 and January 2011 .37 percent of respondents - most of them from young target groups - stated that they use their favorite social network more intense than at the beginning of their membership.
However, in some markets there seems to be an end of the rise of social media usage among consumers. Nevertheless, 24 percent said that the intensity of usage has decreased.
The markets where the users are more engaged with social media include, among others, South Korea and Italy, while the users in Brazil and Russia are tending to be less on the social web. The most important argument for reduced use: data protection and privacy.
What does this mean for Social Media Research?
The same as for Social Media Marketing. That's easy enough...
It isn't enough to have a survey or even a poll on Facebook. That's not how it works. We need innovation, we need inspiration. And we need to know the users of social networks annd their behaviour before we can survey than. Actuality is king as well keeping the attention high in order to use the very short attetion span in social networks. That, by the way, is to my point of view one of the most important reasons why gamification is more than a buzzword in recent times.
So let's get creative, and start by attending The Market Research Event 2011 in Florida, hosted by IIRUSA...
About the author: Christian Dössel is blogging about market research in German language here and here.
After having worked for TNS, TBWA\ and other strategy and market
research agencies he now holds the position of Senior Research Director
at MM-Eye in Hamburg / Germany with special responsibilities for MM-Eye's new media and online research approaches