Social Media Users Want to Network, Not Buy Products
Wednesday, May 20, 2009

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According to a new report by Knowledge Networks, most social media users (83%) turn to social network sites to interact with others, not to seek guidance on purchasing decisions. The study, "How People Use Social Media," was produced as part of The Home Technology Monitor, a service that tracks the media technologies people own or have access to, as well as how they are integrating those technologies into their everyday lives.

Almost two-thirds (63%) of social media users agree that ads are a "fair price to pay" for use of these sites and features; but a much smaller proportion (16%) say they are more likely to buy from advertising brands. "Staying connected"—to friends and family, as well as meeting new people—is by far what is "most liked" (54%) about participating in social media.

The study also shows that:

• 34% of social media users report using these sites or features more often now compared to a year ago, while 18% said they use them less;
• Just 1% of the total online population—and the same proportion of social media participants—uses Twitter once a week or more; and,
• 60% of social media participants say they only access these sites and features at home.

If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com

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