Social Networks Why Do Consumers Participate

Social Networks Why do Consumers participate? Why should marketers care? Julie Walker Purple Spinnaker Contact: [email_address]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Survey Questions Copyright Purple Spinnaker 2009, julie@purplespinnaker.com

Survey Statistics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Copyright Purple Spinnaker 2009, julie@purplespinnaker.com

Summary of Results Copyright Purple Spinnaker 2009, julie@purplespinnaker.com

[object Object],Copyright Purple Spinnaker 2009, julie@purplespinnaker.com Demographic Information Result Secondary Data Female 77.4% 57.2% Age 16 - 35 18-45 College education or higher 54.8% 41.2% Membership over 12mths 46.2% Visit community more than once per day 64.3% Post on the community more than once a day 51.8% Participate daily in community 76.8% Spend more than 5 hours a week on community 59.3% 49.1% Visit other communities 73.3% 59.2% Visit other communities more than once per day 49.2%

[object Object],Copyright Purple Spinnaker 2009, julie@purplespinnaker.com Characteristics Description Interest some knowledge about and are interested in the subject Expertise knowledge of subject and looking to develop knowledge further Inclusivity feel welcome, identify with members and make friends Personalisation personal level of communication between members Effectiveness learn from and feedback from community members Member Experience enjoyment from and competence in using the internet Familiarity make friends and get to know other members Participation visit, contribute and respond to other members

[object Object],Copyright Purple Spinnaker 2009, julie@purplespinnaker.com Characteristics Participation Length of Membership Hours per Week Familiarity Effect Effect Effect Member Experience Effect Effect No Inclusivity Effect Effect No Expertise Effect No Effect Interest Effect No No Participation n/a No Effect Personalisation No No No Effectiveness No No No

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Survey Questions YES YES YES Copyright Purple Spinnaker 2009 [email_address]

Social Networks Why do Consumers participate? Why should marketers care? Julie Walker Purple Spinnaker Contact: [email_address] Tel: +44 (0) 7887 644 799

Social Networks Why Do Consumers Participate

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Social Networks Why Do Consumers Participate