By Max Clarke
Almost 1 in 3 early adopters of social media are getting bored of its use, with around 25% now using services less than when they were new.
The statistics, researched by IT analysis experts, Gartner, reveal that whilst social media is growing, thanks to increased prevalence in new and emerging markets, signs of fatigue are beginning to emerge, which social media providers must be aware of.
Gartner surveyed 6,295 respondents, between the ages of 13 and 74, in 11 developed and developing markets in December 2010 and January 2011. Consumers were asked about their use of and opinions about social media sites with the aim of examining usage trends and how enthusiastic users were about social media in general across a range of countries.
“Overall, our survey underlined respondents’ continued enthusiasm for social media,” said Charlotte Patrick, principal research analyst at Gartner. “Teenagers and those in their twenties were significantly more likely to say that they had increased their usage, while at the other end of the ‘enthusiasm spectrum’, the age-related differences were much less marked, with fairly consistent percentages saying that they were using social media less.”
Of the respondents, 24 percent said they use their favorite social media site less than when they first signed up. These respondents tended to be in segments that have a more practical view of technology. But 37 percent of respondents, particularly those in younger age groups and more tech-savvy segments, said they were using their favorite site more.
“The trend shows some social media fatigue among early adopters, and the fact that 31 percent of Aspirers [younger, more mobile, brand-conscious consumers] indicated that they were getting bored with their social network is a situation that social media providers should monitor, as they will need to innovate and diversify to keep consumer attention,” said Brian Blau, research director at Gartner.
“Branded content needs to be kept fresh and must be able to capture people’s attention instantly. The new generation of consumers is restless and short on attention span, and a lot of creativity is needed to make a meaningful impact,” Mr. Blau added.
Gartner analysts also examined whether the type of social media site respondents used affected their enthusiasm. Given that 24 percent of respondents indicated that they were using their main social site “a little less” or “a lot less” than when they first started using it, respondents were asked what negative factors might be influencing their decision.
Although none of the options given to the respondents resonated extremely highly, 33 percent said they were concerned about online privacy. Attitudes to privacy were also age-related, with teenagers citing privacy concerns significantly less often than older respondents (22 percent of teenagers agreed or strongly agreed that privacy concerns were decreasing their enthusiasm, against an average of 33 percent).
“The level of consumer concern around privacy will require ongoing vigilance for brands concerning customer opt-in and education. Lessons should be learned from the likes of Facebook as they test the boundaries of consumer tolerance in search of more revenue,” Ms. Patrick said.
Join us on