Teens & Social Networks Study

June 2010

Objectives & Methodology
Objective: To understand teens’ experience with social networking and communities. Methodology: The study was conducted online, using OTX’s secure and advanced technological capabilities. Respondents were recruited via OTX’s robust Online Sample Community
• The survey took respondents approximately 15 minutes to complete • Field dates: April 26-29, 2010

Sample: Teens 13-17
• • • • n=600 completed surveys n=300 boys / n=300 girls Natural fall-out for social networking, online gaming No past 3 month participation in similar studies

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Executive Summary of Findings
Online teens in the US report they typically spend 2 hrs on the internet a day. On average, 80% of that time is spent on a social network.
1. Is Facebook the new MySpace?: Most online teens belong to a social net, and Facebook is still by far their #1 social network. But, a significant amount of teens report “Facebook Fatigue.”
– Among those teens who have created a profile, roughly one-in-five (19%) claim “they no longer visit Facebook” or “are using it less than they did a year ago.”

2.

“Lack of privacy” or “adult/parental intrusion” seems to be of lesser concern among lapsed Facebook users: 16% are declining because “my parents joined” and 14% because there are “too many adults/older people.” A mere 13% attribute it to being “uncomfortable with people seeing my personal stuff” Teens spend money on Social Nets: Among the more than 2-in-five Social Net Teens (43%) that have spent money on or in a social network, most consider it “money well spent.” Games garner most of the Social Net Spending among teens: 7% report that they’ve purchased a “virtual gift” while twice that amount have purchased “currency in a game to by virtual items” (15%) or “accessories for their avatar in a game” (14%). A significant amount of teens report that they’ve made the following type of purchases in a social net:

3.

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Executive Summary of Findings (2)
5. Social net spending teens have a Social Net Spending Allowance: Roughly ½ of teens that have spent money on a social net, say they have an allowance to spend on these types of things (49%) Access to money is an issue for the teens who haven’t purchased: Roughly 1/3 of those who haven’t purchased items on/in a social net games, say it’s because they don’t have a credit card (34%) and their parents don’t like them spending money on that stuff (32%). Games have become teens’ predominant activity on social nets: Teens report that much of the time they spend on social nets is dedicated to game play.
– More than a third of the teens that play games on Facebook claim that at least 50% of their time on the site is spent playing games.

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7.

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Social net games are taking over traditional game sites: More than three-quarters of online teens play games on the internet, and most of that game play seems to be occurring on social net sites.
– Teen gamers on sites like Yahoo! Games, Addicting Games and Miniclip report playing less than 2.5 hours per week on those sites, while the gamers on Facebook, Maplestory, Gaia Online and MySpace spend more than twice that amount (6+ hours/wk).

9.

Social net gaming seems to be igniting global consciousness among teens: More than 2 in 5 teen social net gamers (45%) describe social net games as “a great way to meet gamers from around the world,” and Gaia Online is acknowledged by users as the best site to do so.

10. Teens call social net games “addicting”: The majority of teens who play games on social nets describe them as “addicting” and also say they’re “getting better.”

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Teens spend 80% of their “internet time” on social networks
• Teens spend roughly 2 hours and 20 minutes a day on the internet. • Most of that time is spent on a social networks: 1 hr and 50 minutes on average

Avg. Time Spent Per Week

16:24

12:54
hh:mm

Time Spent Using Time Spent Visiting the Internet Social Network Sites*

QA: Which statement best describes your awareness/usage of each of the following social networks? Base: Total respondents Q9. In an average week, how many hours do you spend on the following social networking site(s) you have a profile on? Base: Teens with a social net profile – 90%

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Facebook is still the top social net site among teens
• Twitter, WLS, Pandora, Gaia Online and Club Penguin are also popular among teens. • Almost 2/3 of Online Teens have a profile on/use YouTube, compared to 41% on MySpace.
Have a Profile and Use it Facebook YouTube MySpace Twitter Windows Live Spaces Pandora Gaia Online Club Penguin Stardoll Flixster Bebo Friendster Habbo Hi5 GamerDNA LinkedIn Roiworld Yelp Polyvore Foursquare Gowalla Playfire Orkut Raptr Netlog Looklet 69% 64% 41% 20% 16% 15% 14% 13% 6% 5% 5% 5% 4% 4% 4% 4% 4% 3% 3% 3% 3% 3% 3% 3% 2% 2% Have/Had a Profile but Stopped Using 9% 15% 22% 15% 7% 6% 13% 24% 8% 6% 10% 5% 8% 5% 2% 4% 3% 4% 3% 3% 2% 2% 3% 2% 2% 3%

78%
have created a profile on Facebook

90%
have a profile/use at least one social net

Q1: Which statement best describes your awareness/usage of each of the following social networks? Base: Total respondents

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Some teens are professing “Facebook Fatigue”
• Roughly one-in-five of the teens who’ve created a Facebook profile have become lapsed users (“no longer visiting” or “using it less”). • Most lapsed users report that their drop-off started within the last 6 months. % of Lapsed Facebook Users
(Among Teens with Facebook Profiles)

19%

When Facebook Usage Began to Decrease
(among Lapsed Facebook Users)

29% 20%

18% 14% 14% 5%

“No longer visit” (or) “Using Facebook Less”

68%
Last month
Q1: Which statement best describes your awareness/usage of each of the following social networks? Base: Total respondents Q2. How long ago did you begin to decrease/end your use of the following social networks?

Last 2-3 months

Last 4-6 months

Last 7-11 Last 1 to 2 More than months years 2 years

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Lack of interest is the top reason cited for lapsed Facebook usage
• More than a quarter of lapsed users (28%) are more interested in visiting other sites • More than a fifth (21%) admit that most of their peers don’t use Facebook, and 16% say their friends are visiting other social nets instead. • 16% claim that other social nets are better now Reasons Using Facebook Less or Not Anymore
Base: Using Facebook less or not anymore Lost interest/it’s boring More interested in visiting other websites instead Too many notifications Most/all of my friends don’t use Facebook Got tired of trying to keep up with all the activity Too many ads Had trouble finding people I know Most of my friends are using other social networking sites Other social network sites are better now Facebook doesn’t offer the features I want Because my parents joined Facebook has lost its novelty Too many adults/older people Uncomfortable with people seeing my personal stuff Don’t like the changes Facebook has implemented Didn’t like the people I met on Facebook Facebook attracts too many younger people Other
Q2c: Which of the following are reasons you’re using Facebook less or not using it anymore at all?

45% 28% 27% 21% 21% 20% 18% 16% 16% 16% 16% 14% 14% 13% 12% 11% 7% 5%

Too much activity

Parents/Older Users

Privacy Issues

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Games garner most of the Social Net Spending among teens
• More than two-in-five Social Net Teens have spent money on/in a social network (43%) • 16% have purchased a virtual gift, while more than twice that amount have purchased “currency in a game to buy virtual items” (35%) Items Spent Money On/In a Social Network
(among Social Net Spenders) Points/credits to buy virtual items in a game Music/tracks

35% 33% 30% 23% 23% 19% 16% 16% 16% 14% 14% 14% 12% 21%

43%

Clothing/accessories for avatar in a game Points/credits to advance in a game Virtual pet Virtual items to help advance in a game

(Among teens with a social net profile)

Have spent $$$ on a social network

New levels/maps for a game Virtual gifts for someone else Online subscription to play games Themes/wallpapers

Q6: Which of the following items/things have you spent money on in a social network?

Complete game download New expansion pack/sequel Game demos Other

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Social net spending teens have a Social Net Spending Allowance
• Roughly ½ of teens that have spent money on a social net, say they have an allowance to spend on these types of things (49%) • Most of them consider it money well spent (55%) and say they’d spend more if they had it (60%) Experience With Money Spent on Gaming in SNS
- % “Describes Extremely/Very Well” -

Prefer to play games that are 100% free Would spend more money if had it Usually a good value for the money Usually pay using points/cash card purchased from retailer Prefer to spend money on subscription rather than lots of small payments Process of spending money interferes with gameplay Have an allowance to spend on these kinds of things Usually pay using parent’s credit card Only spend money because I am addicted to game/service Spend money to keep up with friends while playing a game Usually regret spending the money Usually stop playing a game when asked to spend money Pay with a retail card Friends usually convince me to spend money Don’t have time to improve in a game, so spending money allows me to stay ahead Spend too much money on gaming in social networks Pay with mobile phone Pay with own credit card Pay with rixty/coinstar
Q8: Thinking about the money you have spent on gaming in a social network, how well does each of the following statements describe your experience? Base: Spent money on gaming in a social network

69% 60% 55% 54% 53% 52% 49% 48% 48% 47% 46% 41% 37% 34% 34% 31% 28% 25% 23%

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Access to money is an issue for teens who have yet to purchase
• Roughly 1/3 of those who haven’t purchased items on/in a social net, say it’s because they don’t have a credit card (34%) and their parents don’t like them spending money on that stuff (32%) • 61% view it as a waste of money Reasons for NOT Spending Money on Gaming in SNS
- % “Describes Extremely/Very Well” -

Waste of money Don’t have a credit card Parents don’t like me spending money on these kinds of things Cannot afford it Too expensive Parents won’t let me use their credit card Only like to play free parts of a game Prefer to spend money on other types of games Haven’t played any games where needed to spend money Interferes with gameplay Just don’t want to Don’t like/play games Don’t trust purchasing things online Games should be free

61% 34% 32% 26% 26% 26% 23% 17% 14% 4% 1% 1% 0% 0%

Q8A: Which of the following are reasons why you haven’t spent any money on gaming in social networks? Base: Have not spent money on gaming in a social networking site

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Games have become the predominant teen activity on Social Nets
• Roughly three-quarters of Online teens play games on the internet, and 81% of Facebook users play games on Facebook. • More than a third of Facebook Gamers (35%) dedicate more than 50% of their time on Facebook to game play.
% Play Games on a Social Net Site
(Among Online Teens) *Play 1+ hours/week

73%

% Play Games on Facebook
(Among Teen Facebook Users)

% of Time on Facebook spent Playing Games
(among Facebook Gamers)

44%

81%

21% 14%

21%

35%
1-25 Percent 26-50 Percent 51-75 Percent 76-100 Percent
Q3: How many hours per week do you play games on each of the following sites? Q9B. You Indicated that you spend X hours per week on Facebook. What percent of that time is spent playing games on Facebook?

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Social net games are taking over traditional game sites
• Teen gamers on sites like Yahoo! Games and Addicting Games report playing less than 2.5 hours per week on those sites, while the gamers on Facebook, Maplestory, Gaia Online and MySpace spend more than twice that amount (6+ hours/week)
(among Users that play games on sites)

Mean Gaming Hours/Week

Facebook Maplestory Gaia Online MySpace Zynga Pandora Newgrounds Hi5* Yahoo! Games Miniclip Bebo* Addicting Games Club Penguin Disney Online Games Habbo* Friendster Cartoon Network Games Orkut Netlog* Gowalla*

7.0 6.8 6.7 6.1 4.8 3.4 3.2 2.9 2.6 2.6 2.5 2.5 2.4 2.2 2.0 1.9 1.7 1.7 1.6 1.6

Q3: How many hours per week do you play games on each of the following sites?

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Teens say Social Net Games are “Addicting”
• The majority of teens view these games as a way to relax (73%), a cheap way to have fun (63%) and interact with friends (61%).
Teens Perceptions of Social Net Games

• Most teen social net gamers describe these games as “addicting” or “getting better” (both 57%) • More than 2 in 5 gamers say it’s “a great way to meet gamers from around the world.”

% “Strongly/Somewhat Agree” (Among All Online Teens)

Way to relax & kill time Cheap way to have fun Way to interact with friends Way to compete against friends Distraction from real world stress Way to interact with new people Way to exercise/challenge mind Way to express creativity Way to express individuality Waste of time Not challenging enough Too basic Too hard to figure out

73% 63% 61% 58% 56% 54% 46% 46% 40% 30% 28% 26% 16%

Teen Gamers Attitudes about Social Net Games
% “Strongly/Somewhat Agree” (Among Social Net Gamers)

Getting better Addicting Way to interact with new people Exciting Way to meet others with similar interests Great place to meet gamers from around the world Way to show off gaming skills

57% 57% 54% 54% 50% 45% 43%

• Roughly one-quarter of Online Teens think that Social Net games are “too basic” (26%), or “not challenging enough” (28%)

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