New Year’s Goals for Social Networkers Focus More on Money than Diet and Exercise
WESTERVILLE, Ohio--(BUSINESS WIRE)--Twitter users are 49% more interested in becoming involved in their community than the average American, according to a December 2009 consumer survey by Ad-ology Research. Twitter users are also more likely to want to start a business, get a new pet, take up a new hobby, and become more spiritual in the next year.
“Marketers cannot make the mistake of using the exact same message across all social networks”
Other social network users have different ambitions, with MySpace users most likely to want to stop smoking, get married, and change their appearance in 2010. The professional types on LinkedIn want to learn a new career skill, and spend more time with family.
Looking at goals by gender, a surprising 28% of men said they want to improve their appearance in the coming year. Both sexes, however, have much more interest now in saving money than in traditional resolutions like losing weight.
“Marketers cannot make the mistake of using the exact same message across all social networks,” said C. Lee Smith, president/CEO of Ad-ology Research. “Speaking to the aspirations of your current and potential customers can increase the chances of success in social media. Looking at users’ personal goals for the next 12 months emphasizes the differences between the major social networks beyond simple demographics,” Smith said.
Other key findings from the study:
- 21% of the Silent Generation (born 1925-1942) want to volunteer for a cause or charity, another 17% want to become more involved in their community.
- 16% of Millennials (born 1982-1993) say they want to stop smoking.
- Women are more likely to want to eat healthier and live greener in the next twelve months.
The Advertising+Media Perceptions Study (AMPS) was conducted in December 2009 by Ad-ology Research to analyze changing consumer interests and attitudes. AMPS data will be included in Ad-ology’s Industry Insights Reports in 2010 - providing strategic advertising and marketing strategies for more than 400 business categories. Industry Insights Reports are available on Ad-ology.com for $195 USD each.
ABOUT AD-OLOGY RESEARCH
Ad-ology Research analyzes key marketing and advertising trends in over 440 industries and what motivates end-customers. The company’s research is used by over 2,000 advertising agencies, media properties, local governments, and product marketing departments across the United States. Ad-ology Research is a division of Sales Development Services (SDS), Inc. - a Westerville, Ohio firm founded in 1989.
METHODOLOGY
Ad-ology Research surveyed an online panel of 2,111 adults in a manner that is 98% representative of the population of the United States from December 11-12, 2009. The margin of error for this survey is +/- 2.13 percentage points.
EDITOR'S NOTE: See chart attached for breakdown of all consumer goals by social network. The Ad-ology trade name should be hyphenated in all printed references.
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Contacts
Ad-ology Research
Michelle O’Brien, 614-794-0500 ext. 100
pressrelations@ad-ology.net
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