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Teens Teens & & Social Social Networks Networks Study Study June 2010

TeensTeens && SocialSocial NetworksNetworks StudyStudy

Teens Teens & & Social Social Networks Networks Study Study June 2010
Teens Teens & & Social Social Networks Networks Study Study June 2010

June 2010

Teens Teens & & Social Social Networks Networks Study Study June 2010
Teens Teens & & Social Social Networks Networks Study Study June 2010
Teens Teens & & Social Social Networks Networks Study Study June 2010
Teens Teens & & Social Social Networks Networks Study Study June 2010
Teens Teens & & Social Social Networks Networks Study Study June 2010
Objectives Objectives & & Methodology Methodology Objective: To understand teens’ experience with social

ObjectivesObjectives && MethodologyMethodology

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

girls • Natural fall-out for social networking, online gaming • No past 3 month participation in
girls • Natural fall-out for social networking, online gaming • No past 3 month participation in
Executive Executive Summary Summary of of Findings Findings Online teens in the US report they

ExecutiveExecutive SummarySummary ofof FindingsFindings

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”

3. 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.”

4. 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:

(14%). A si gnificant amount of teens report that they’ve made the following type of p
(14%). A si gnificant amount of teens report that they’ve made the following type of p
Executive Executive Summary Summary of of Findings Findings (2) (2) 5. Social net spending teens

ExecutiveExecutive SummarySummary ofof FindingsFindings (2)(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%)

6. 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%).

7. 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.

8. 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.”

of teens who play games on social nets describe them as “addicting” and also say they’re
of teens who play games on social nets describe them as “addicting” and also say they’re
Teens Teens spend spend 80% 80% of of their their “ “ internet internet time

TeensTeens spendspend 80%80% ofof theirtheir internetinternet timetimeonon socialsocial networksnetworks

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
Avg. Time Spent Per Week
16:24
12:54

Time Spent Using the Internet

Time Spent Visiting Social Network Sites*

hh:mm

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%

spend on the following social networking site(s) you have a profile on? Base: Teens w ith
spend on the following social networking site(s) you have a profile on? Base: Teens w ith
Facebook Facebook is is still still the the top top social social net net site

FacebookFacebook isis stillstill thethe toptop socialsocial netnet sitesite amongamong teensteens

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.

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

Have/Had a

 

Have a Profile and Use it

Profile but

78% have created a profile on Facebook
78%
have
created a
profile on
Facebook

Stopped Using

Facebook

69%

9%

YouTube

64%

15%

MySpace

41%

22%

Twitter

20%

15%

Windows Live Spaces

16%

7%

Pandora

15%

6%

Gaia Online

14%

13%

Club Penguin

13%

24%

Stardoll

6%

8%

Flixster

5%

6%

Bebo

5%

10%

 

Friendster

5%

5%

Habbo

4%

8%

Hi5

4%

5%

GamerDNA

4%

2%

LinkedIn

4%

4%

Roiworld

4%

3%

Yelp

3%

4%

Polyvore

3%

3%

Foursquare

3%

3%

Gowalla

3%

2%

Playfire

3%

2%

Orkut

3%

3%

Raptr

3%

2%

Netlog

2%

2%

   

Looklet

2%

3%

 
2% 2%     Looklet 2% 3%   Q1: Which statement best describes your awareness/usage of

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

Which statement best describes your awareness/usage of each of the following social netw orks? Base: Total
Some Some teens teens are are professing professing “ “ Facebook Facebook Fatigue Fatigue ”

SomeSome teensteens areare professingprofessing FacebookFacebook FatigueFatigue

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%
19%
19%
19%
19%
19%
19%
19%
19%
19%
19%
19%
19%
19%
19%
19%
19%
19%
19%
19%
19%
19%
19%
19%
19%
19%
19%

19%

19%
19%
19%
19%
19%
19%
19%
19%
19%
19%
19%
19%
19%
19%
19%
19%
19%
19%

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

When Facebook Usage Began to Decrease

(among Lapsed Facebook Users)

29%

20% 18% 14% 14% 68% 5% Last Last 2-3 Last 4-6 Last 7-11 Last 1
20%
18%
14%
14%
68%
5%
Last
Last 2-3
Last 4-6
Last 7-11
Last 1 to 2
ye ars
More than
month
months
months
months
2 years

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?

Base: Total respondents Q2. How long ago did you begin to decrease/end your use of the
Base: Total respondents Q2. How long ago did you begin to decrease/end your use of the
Lack Lack of of interest interest is is the the top top reason reason cited

LackLack ofof interestinterest isis thethe toptop reasonreason citedcited forfor lapsedlapsed FacebookFacebook usausagege

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

45%

 

More interested in visiting other websites instead

28%

Too many notifications

27%

Most/all of my friends don’t use Facebook

21%

Got tired of trying to keep up with all the activity

21%

Too much activity

Too many ads

20%

 

Had trouble finding people I know

18%

 

Most of my friends are using other social networking sites

16%

Other social network sites are better now

16%

Facebook doesn’t offer the features I want

16%

Because my parents joined

16%

Parents/Older Users

Facebook has lost its novelty

14%

Too many adults/older people

14%

 
 

Uncomfortable with people seeing my personal stuff

13%

Privacy Issues

Don’t like the changes Facebook has implemented

12%

Didn’t like the people I met on Facebook

11%

Didn’t like the people I met on Facebook 11%

Facebook attracts too many younger people

7%

Other

5%

 

of the following are reasons you’re using

Q2c: Which

Facebook less or not using it anymore at all?

5%   of the following ar e reasons you’re using Q2c: Which Facebook less or not
Games Games garner garner most most of of the the Social Social Net Net Spending

GamesGames garnergarner mostmost ofof thethe SocialSocial NetNet SpendingSpending amongamong teensteens

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)

43%
43%
43%
43%
43%
43%
43%
43%
43%
43%
43%
43%

43%

43%
43%
43%
43%
43%
43%

Points/credits to buy virtual items in a game

Music/tracks

Clothing/accessories for avatar in a game

game Music/tracks Clothing/accessories for avatar in a game 35% 33% 30% Points/credits to advance in a
game Music/tracks Clothing/accessories for avatar in a game 35% 33% 30% Points/credits to advance in a
game Music/tracks Clothing/accessories for avatar in a game 35% 33% 30% Points/credits to advance in a

35%

33%

30%

Points/credits to advance in a game

23%

Virtual pet

23%

to advance in a game 23% Virtual pet 23% 19% Virtual items to help advance in

19%

Virtual items to help advance in a game

New levels/maps for a game

16%

Virtual gifts for someone else

16%

Online subscription to play games

16%

Have spent $$$ on a social network

(Among teens with a social net profile)

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

Themes/wallpapers

Complete game download

New expansion pack/sequel

social network? Themes/wallpapers Complete game download New expansion pack/sequel 14% 14% 14% Game demos Other 12%
social network? Themes/wallpapers Complete game download New expansion pack/sequel 14% 14% 14% Game demos Other 12%
social network? Themes/wallpapers Complete game download New expansion pack/sequel 14% 14% 14% Game demos Other 12%

14%

14%

14%

Game demos

Other

social network? Themes/wallpapers Complete game download New expansion pack/sequel 14% 14% 14% Game demos Other 12%

12%

social network? Themes/wallpapers Complete game download New expansion pack/sequel 14% 14% 14% Game demos Other 12%
social network? Themes/wallpapers Complete game download New expansion pack/sequel 14% 14% 14% Game demos Other 12%

21%

social network? Themes/wallpapers Complete game download New expansion pack/sequel 14% 14% 14% Game demos Other 12%
social network? Themes/wallpapers Complete game download New expansion pack/sequel 14% 14% 14% Game demos Other 12%
Social Social net net spending spending teens teens have have a a Social Social Net

SocialSocial netnet spendingspending teensteens havehave aa SocialSocial NetNet SpendingSpending AllowanceAllowance

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

69%

Would spend more money if had it

60%

Usually a good value for the money

55%

Usually pay using points/cash card purchased from retailer

54%

Prefer to spend money on subscription rather than lots of small payments

53%

Process of spending money interferes with gameplay

52%

Have an allowance to spend on these kinds of things

49%

Usually pay using parent’s credit card

48%

Only spend money because I am addicted to game/service

48%

Spend money to keep up with friends while playing a game

47%

Usually regret spending the money

46%

Usually stop playing a game when asked to spend money

41%

Pay with a retail card

37%

Friends usually convince me to spend money

34%

Don’t have time to improve in a game, so spending money allows me to stay ahead

34%

Spend too much money on gaming in social networks

31%

Pay with mobile phone

28%

Pay with own credit card

25%

Pay with rixty/coinstar

 

23%

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

 
 
the following statements describe your experience? Base: Spent money on gaming in a social network  
Access Access to to money money is is an an issue issue for for teens

AccessAccess toto moneymoney isis anan issueissue forfor teensteens whowho havehave yetyet toto purchasepurchase

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

61%

Don’t have a credit card

34%

Parents don’t like me spending money on these kinds of things

32%

Cannot afford it

26%

Too expensive

26%

Parents won’t let me use their credit card

26%

Only like to play free parts of a game

23%

Prefer to spend money on other types of games

17%

Haven’t played any games where needed to spend money

14%

Interferes with gameplay

4%

Just don’t want to

1%

Don’t like/play games

1%

Don’t trust purchasing things online

0%

Games should be free

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

spent any money on gaming in social networks? Base: Have not spent money on gaming in
spent any money on gaming in social networks? Base: Have not spent money on gaming in
Games Games have have become become the the predominant predominant teen teen activity activity on

GamesGames havehave becomebecome thethe predominantpredominant teenteen activityactivity onon SocialSocial NetsNets

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)

73%
73%

*Play 1+ hours/week

% Play Games on Facebook

(Among Teen Facebook Users)

% of Time on Facebook spent Playing Games

(among Facebook Gamers)

44%

81%
81%
21% 21% 14% 35% 1-25 Percent 26-50 Percent 51-75 Percent 76-100 Percent
21%
21%
14%
35%
1-25 Percent
26-50 Percent
51-75 Percent
76-100 Percent
1-25 Percent 26-50 Percent 51-75 Percent 76-100 Percent Q3: How many hours per week do you

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?

Indicated that you spend X hours pe r week on Facebook. What percent of that time
Social Social net net games games are are taking taking over over traditional traditional game

SocialSocial netnet gamesgames areare takingtaking overover traditionaltraditional gamegame sitessites

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)

Mean Gaming Hours/Week

(among Users that play games on sites)

Facebook Maplestory Gaia Online MySpace Zynga Pandora Newgrounds 7.0 6.8 6.7 6.1 4.8 3.4 3.2
Facebook
Maplestory
Gaia Online
MySpace
Zynga
Pandora
Newgrounds
7.0
6.8
6.7
6.1
4.8
3.4
3.2
Hi5*
2.9
Yahoo! Games
Miniclip
Bebo*
Ad d i c t i n g G a me s
Club Penguin
Disney Online Games
Habbo*
Friendster
Cartoon Network Games
Orkut
Netlog*
Gowalla*
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?
2.4 2.2 2.0 1.9 1.7 1.7 1.6 1.6 Q3: How many hours per week do you
Teens Teens say say Social Social Net Net Games Games are are “ “ Addicting

TeensTeens saysay SocialSocial NetNet GamesGames areare AddictingAddicting

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

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

Way to relax & kill time

73%

Cheap way to have fun

63%

Way to interact with friends

61%

Way to compete against friends

58%

Distraction from real world stress

56%

Way to interact with new people

54%

Way to exercise/challenge mind

46%

Way to express creativity

46%

Way to express individuality

40%

Waste of time

30%

Not challenging enough

28%

Too basic

26%

Too hard to figure out

16%

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

basic” (26%), or “not challenging enough” (28%) • Most teen social net gamers describe these 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.”

Teen Gamers Attitudes about Social Net Games

% “Strongly/Somewhat Agree” (Among Social Net Gamers)

Getting better

57%

Addicting

57%

Way to interact with new people

54%

Exciting

54%

Way to meet others with similar interests

50%

Great place to meet gamers from around the world

45%

Way to show off gaming skills

43%

interests 50% Great place to meet gamers from around the world 45% Way to show off
interests 50% Great place to meet gamers from around the world 45% Way to show off