• by Jack Loechner , Staff Writer, November 14, 2007

Social Networkers Are Also Heavy Technology Users

Ipsos Insight's newest report, PROFILE: Social Networker, identifies key differences in behavior and digital media consumption between those who visit social networks and those who don't. And, the report says that there are also notable differences between the US Social Networker and the International Social Networker.

Over half of all US Social Networkers have watched TV shows or video streams online. In addition, US Social Networkers are significantly more likely to download TV programs, burn/copy a movie or TV show, and download a feature length film.

Brian Cruikshank, Executive Vice President of Ipsos Insight's Technology and Communications practice, says "Social Networkers are significantly more likely to own technology, consume more digital entertainment, and own more mobile devices."

The US Social Networker owns significantly more technology than their International counterparts, and both of them own more technology than those who have never visited a social networking site.

Over half of all US Social Networkers have used their mobile device to send/receive SMS text and e-mails, browse the internet for news and info, and receive digital images. While the International Social Networker exhibits the same behavior, their mobile devices are more feature rich. For example, the International Social Networker is significantly more likely to have an MP3 on their mobile device vs. those in the US.

For purposes of this study, the Social Networker is a respondent who ever visited a social networking website such as MySpace, Friendster, Cyworld, and Mixi, and is an aggregate of 11 countries: Brazil, Canada, China, France, Germany, India, Japan, Mexico, Russia, South Korea and the UK.

The US Social Networker is based on a weighted sample of 237 and those who have not visited a social website is based on a weighted sample of 559, while the International Social Networker is based on a weighted sample of 761 and those who are not is based on a weighted sample of 2,084.

Visit IpsosInsight here to learn more about the study, offerings and capabilities.