MediaTel

In our latest research focus article, TGI's James McCombe explains why the relationship between young people and social networking sites is interesting when it comes to WoM, online shopping and reading newspapers...

The school summer holidays have arrived to the consternation of parents and the relief of commuters everywhere. Although many young Britons will no doubt find themselves 'bored', few will be out of touch. Latest TGI data shows that 55% of 7-10s, 83% of 11-14s and 92% of 15-19s use social networking sites such as Facebook and Bebo.

Seventeen again

The proportion of young people who use social networking sites climbs steadily from 36% of seven year-olds to peak at 95% of seventeen year-olds, before starting to fall. Regular use doesn't really take off until young people reach secondary school. Among 11-14s, 30% of boys and 54% of girls use social networking sites once or twice a day (or more often). Amongst 15-19s, the figures are 60% of boys and 67% of girls - suggesting that by this age the communications gender gap has narrowed.

Other social online activities where usage peaks amongst seventeen year-olds include e-mail, blogging and instant messaging.

Early adopters

Young people who regularly use social networking sites are an attractive target for advertisers. Amongst 11-14s, heavy social networkers (3 times a day or more) are 50% more likely to be asked for advice by their school friends about toiletries and cosmetics, 40% more likely to be asked about mobile phones or fashion, and 20% more likely to be asked about new music.

The early-adopter effect is less pronounced for 15-19s, amongst whom social networking is the norm. Nevertheless, heavy social networkers in this group remain 20% more likely to be asked for advice about mobile phones and fashion.

Shopping online

Social networkers don't just like to keep in touch online - they also like to shop. Heavy social networkers aged 11-14 are 65% more likely to buy clothes online, 40% more likely to buy books online and 20% more likely to purchase music downloads. Those aged 15-19 are also more likely to buy a range of products and services online including cosmetics, home electronics and tickets for events.

Although the internet is important to this group, owners of traditional media may also be well positioned to reach them. For example, 11-14s who are regular social networkers are 20% more likely than their peers to read a newspaper every day.