Teens Latch on to Social Computing Tools

Share this content:
The use of social computing tools, particularly blogging, is booming among North American youths ages 13-17, according to a Forrester Research report published this week.


Forrester defines social computing as "a social structure in which technology puts power in communities, not institutions." Blogs and RSS feeds are among the most popular social computing tools, letting users publish their own content easily and filter incoming content.


The report, "Teens Take the Lead on Social Computing," was written by Forrester analyst Chris Charron. Forrester asked 2,093 online youths in November 2005 and 5,243 online adults in July 2005 about their familiarity with and use of blogging and RSS. Findings include:


· Twenty-one percent of online youths read and visit others' blogs regularly compared with 10 percent of adults. Among all blog readers, 53 percent of youths read blogs weekly or more often, almost twice the percentage of adults. Adults are more likely to dabble in blogging, with 72 percent reading blogs less than once a week.


· RSS use is considerably lower than blog readership and suffers from low general awareness: 74 percent of youths and 78 percent of adults have never heard of RSS, with just 8 percent of youths and adults using it. Though youths are more familiar with RSS, adults are the heavy users. Among users, 45 percent of adults check their RSS feeds at least daily compared with just 35 percent of youths. Of consumers familiar with RSS, nearly half use or plan to use it, suggesting that low awareness is the main reason for low adoption levels.


· RSS and blogs, like most emerging technologies, attract a tech-savvy demographic of early adopters. Youth and adult blog readers, blog publishers and RSS users have been online longer, are more likely to have broadband at home and have higher household incomes than the general Internet population. Adult social computing users skew younger and more male, but among youths 13-17, females are much more likely to be interested in blogs: Though girls make up just 39 percent of the online youth population, they are 50 percent of regular blog readers and 60 percent of blog publishers.


Loading links....
close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here