Active US Social Network Users Show Significantly Higher Usage and Interest in New Tech Gadget Purchases
BOSTON – According to “Profiling US Social Network Users,” a recent Strategy Analytics survey of 2,000 US consumers, about 60% of Internet users in America access social network services – such as Facebook, Twitter and LinkedIn – at least weekly. Those active social network users also demonstrate substantially higher interest in electronic devices and new media entertainment services—much more than the average Internet user.
Strategy Analytics found that active US social network users—defined as weekly users of any social network services— spend significantly more time with tech gadgets—such as HDTVs, game consoles, iPhones, iPads and eReaders—than the average US Internet user. Additionally, these consumers make substantially more use of media services, such as on-demand premium TV and over-the-top video services, like Hulu—compared to the average users. For example, 27% of active Twitter users use an eReader on a weekly basis compared to only 6% of total US Internet users.
“Active social network users not only own more gadgets than normal consumers, they also use them much more frequently,” says Martin Olausson, Director of Digital Media Research at Strategy Analytics. “Furthermore, active social network users indicate higher interest in purchasing new consumer electronics devices in the coming year.”
Commenting on the findings, Jia Wu, Senior Analyst at Strategy Analytics, said, “While it is not too surprising to see tech-savvy social network users consuming a lot of online video content, it is interesting to note that they also tend to frequent use of on-demand video services from TV service providers. Pay TV service providers still stand a good chance of battling the growing cord-cutting threat. They will retain customers as long as they can continue to innovate and improve service offerings.”
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Strategy Analytics, Inc. provides timely and actionable market intelligence focused on opportunities and disruptive forces in the areas of Automotive Electronics and Entertainment, Broadband Connected Home, Mobile & Wireless Intelligent Systems and Virtual Worlds. Headquartered in Boston, MA, with offices in the UK, France, Germany, Japan, S. Korea and China, Strategy Analytics works with clients through annual multi-client services, management team workshops and custom consulting engagements. For more information, please visit http://www.strategyanalytics.com/