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Research Report, 01.01.09  |
Since its inception, the web has increasingly been used as a communication tool and for like-minded users to interact with one another. Now it appears it is occupying a defined role in the daily lives of young adults with tools such as instant messenger (IM) and social networking spawning a new generation of highly active and engaged consumers.
Synovate’s Young Adults Revealed study, conducted in association with Microsoft Advertising, revealed that almost half of young adults’ time online these days is spent on social networks, with most spending at least a working day each week on the sites. When it came to the most frequent online activities, chatting on IM came in joint third, behind email and catching up on news and current affairs. In all, over three quarters of young adults (76 per cent) surveyed had used IM in the previous month of the survey being conducted, with conversations revolving around gossip, arranging social lives, work, schoolwork, music and film.
Both social networks and IM have emerged as favoured channels for interacting with brands and influencing others’ opinions of them (something which young adults are extremely confident in their ability to do). Around a quarter upload advertising or marketing clips to social networking sites on a regular basis and just under half have uploaded branded content to their IM service or social network. Sharing product links is extremely highly placed amongst the favourite activities for both channels and demonstrates how young adults are comfortable with engaging with brands and even passing their message on.
Pictures are the most popular form of shared content on both channels, with 41 per cent sharing photos on IM and 29 per cent on social networking sites. Funny video clips are popular on both, whilst IM is more commonly favoured as a music-sharing channel.
Contrary to certain opinion, IM and social networks don’t destabilise or weaken face-to-face relationships, but extend and deepen them. And it seems that the mechanisms that allow IM and social networks to support real-life human relationships can also be put effectively to the service of brands. Young adults are increasingly engaging with the brands they come across online and advertisers should embrace the opportunity to develop a closer connection with this often elusive audience.
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