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Dataquest Insight: Consumer Social Networks, a Fact-Based Reality Check
30 April 2008
 
Nick Ingelbrecht   Julia Lin  

Gartner's consumer segmentation model provides new insights into the use and attraction of social networking services, both online and mobile. It also highlights opportunities and pitfalls for technology vendors, service providers and enterprise users.




Price: US$2,495.00

Pages: 24











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Table of Contents

Contents
  • Analysis
    • Incidence and Demographics of Online Social Networking
    • Social Networkers: Profiling Analysis of Who and What They Are
    • What Drives Consumers to Use Online Social Networking Services: A Needs Analysis
    • The Future For Social Networking
  • Background and Context
  • The Impact
  • Conclusion
    • Appendix A: Profiles of Social Networking Users
    • Appendix B: Gartner's Consumer Segmentation Model
      • Tech Savants
      • Aspirers
      • Comfortable Conformists
      • Professional Achievers
      • Basic Survivors
      • Worker Bees
      • Young Fun-Seekers
      • Traditionalists
      • Techno Stragglers
  • Recommended Reading
Tables
Table 1.
Geographic Breakdown of Survey Sample
Table 2.
Profiles of Social Networking Users
Table 3.
Details of Respondents by Consumer Segment
Figures
Figure 1.
Use of Social Networking Sites via PC and Mobile Phone
Figure 2.
Use of Social Networking Sites by Age and Life Stage
Figure 3.
Average Time per Week Spent Using Social Networking Sites via PC (Hours)
Figure 4.
Average Time per Week Spent Using Social Networking Sites via Mobile Phone (Hours)
Figure 5.
Social Networks: An Aggregation of Context-Sensitive Applications?
Figure 6.
Correspondence Map of Consumer Needs and Online Applications
Figure 7.
Relationship Between Consumer Segments and Their Activities Online
Figure 8.
Use of Mobile Phones to Access Social Networking Sites
Figure 9.
Mobile Social Networking: Market Potential by Segment
Figure 10.
Summary of Respondents by Consumer Segment, With Indication of Engagement With Social Networking Services




This document is published in the following Dataquest Market Insights:
 
Mobile Communications Worldwide
Telecom Public and Mobile Services Europe
Telecom and Internet Markets Asia/Pacific
Consumer Services Worldwide




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Resource Id: 659709