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


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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.

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
© 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 Gartners 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.

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