Tue, October 17, 2006
There has been a lot of talk on Broadway about embracing MySpace, Facebook and other social networking channels as a way to market shows. Before you consider launching your next campaign, consider this research:
Those who have profiles on MySpace.com and Friendster.com are generally aged 25 and older (68 and 71 percent, respectively). Xanga.com has garnered the attention of young adults, as 20 percent of its users are between 12 and 17 years of age, 20 percent being roughly twice as high as that age group's representation of internet users. Facebook.com also draws a younger audience, as it began as a college social networking site. More than one-third of visitors to Facebook.com are 18 and 24 years old, roughly three times the representation of that age group of internet users.
As for MySpace in particular, the report says the following:
"An analysis of MySpace.com visitors has shown that the site is now more popular among older internet users as the site experiences dramatic visitor growth. Teens aged 12 to 17, who accounted for 24.7 percent of the MySpace audience in August of last year, account for less than half of that percentage today. Conversely, internet users between the ages of 35-54 now represent a surprising 40.6 percent of the MySpace visitor base, an 8.2 percent increase just in the past year."
Please note that when they say "MySpace visitors," they are referring to those that visit the actual website - not necessarily those that actively contribute. There is a big difference between the two.
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