Can social networking sites help you target specific demographics?
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There has been a lot of talk around the world about social media and how to tap into its power, but one thing that we can’t forget is that we’re talkinga about people’s behaviour, not machines so there are somethings that are just going to be predicatable. Here is some new data from BIGresearch that shows which socicial networking site users between 18 - 34 year olds go most often to download video and music content:
| White/ Caucasian | African American | Hispanic | Asian | |
| YouTube | 7.6% | 4.1% | 5.9% | 15.8% |
| MySpace | 2.1% | 1.8% | 3.3% | 2.1% |
Based on the results, it looks like Google’s $1.65B purchase of YouTube just might have been worth the price tag. Joe Pilotta, VP of Research at BIGresearch further comments, â€ÂMarketers need to address the multi functions of social networks which differ within based on their
constituencies. Marketers need to also recognize that these same groups of 18-34 year olds are more influenced by digital word of mouth type of media such as Internet, email, instant messaging and blogging.â€Â
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