Dataquest Insight: Consumer Social Networks, a Fact-Based Reality Check

ID Number: G00157001

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

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

List of Tables

	Table 1.	Geographic Breakdown of Survey Sample

	Table 2.	Profiles of Social Networking Users

	Table 3.	Details of Respondents by Consumer Segment

List of 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

Social Software
Emerging Technologies

Mobile Communications Worldwide
Telecom Public and Mobile Services Europe
Telecom and Internet Markets Asia/Pacific
Consumer Services Worldwide

© 2008 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner's research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

Resource Id: 659709