A report from eMarketer today rolled up research from Synovate and Universal McCann basically clues us in that more than half of adults across the world don’t know what a social network is, 58% to be exact.
Based on surveys with 13,000 people in 17 countries, the study investigated online behavior and attitudes towards social media and networks. The good news, methodologies aside, was that at least 70% of Americans know what a social network is, which is much higher than the overall average. Canada however has a higher percentage of adoption. Overall membership in the Synovate survey stood at 26% of all adults with variance between countries with high membership rates that seems to pattern in a way that would be consistent with the network effect - more friends online means more adoption.
More interesting to me was the size of the dissatisfaction in the market that was expressed as the % of respondents who were losing interest in social media. Not only was it somewhat surprising that since this is still a relatively new phenomenon and therefore seeming to wane in interest very fast (one would call this a fad), but more importantly that the intent of those who were aware to join a social network was less than the percentage of users who were losing interest.
What is your take on this study?
Not everyone is pokable, that's for sure. And, I know that this will impact attitudes towards it.
* Countries in the study: Brazil, Bulgaria, Canada, France, Germany, India, Indonesia, Japan, Netherlands, Poland, Russia, Serbia, Slovakia, South Africa, Taiwan, UAE, USA