US Online Social Networking--Here to Stay

Executive Summary

Introduction

An Overview of Social Networking

US Social Networking Marketplace
　　User Segmentation
　　Top Social Networking Sites in the US

Monetization of Social Networking
　　Advertising Sales
　　Subscription Fees and Premium Content
　　Access to Member Information
　　Market Data
　　Merchandising
　　Virtual Merchandise
　　Sponsorship
　　Micropayments
　　Affiliate Merchandising

Survey Data
　　Premium Services
　　Mobile Social Networking Data Breakout

US Social Networking Forecast

Conclusions

Methodology

List of Tables
　　Table 1. Survey Targets by Age versus Actual Responses
　　Table 2. Reasons for Visiting Online Social Networking Sites
　　Table 3. Respondents’ Online Social Networking Sites Visited Regularly by Age
　　Table 4. Respondents’ Online Social Networking Sites Visited Regularly by Gender
　　Table 5. Types of People Respondents Might Be Willing to Meet Offline (Base: Respondents Who Visit Online Social Networking Sites)
　　Table 6. Premium Features/Services Currently Purchased
　　Table 7. Monthly Average Amount Spent on Premium Services/Features (Base: Respondents Currently Paying for Premium Services/Features)
　　Table 8. Likelihood of Paying For Premium Services/Features (Base: Respondents Currently Not Paying for Premium Services)
　　Table 9. Reasons Respondents Would Not Consider Paying for Premium Services/Features on an Online Networking or Video Site
　　Table 10. Respondents Using a Mobile Phone to Participate in Online Social Networking or Video Sites
　　Table 11. Mobile Device Features Used on Online Social Networking and/or Video Site
　　Table 12. Reasons Cited for Not Using a Mobile Phone to Access Online Social Networking and/or Video

List of Figures
　　Figure 1. US Social Networking User Forecast 2008–2012
　　Figure 2. Xanga Member Tattoo
　　Figure 3. Facebook Pixel Gifts
　　Figure 4. Percentage of Respondents Who Visit Online Social Networking Sites
　　Figure 5. Percentage of Respondents Who Watch Online Video
　　Figure 6. Participation in Social Networking and Online Video Viewing By Age
　　Figure 7. Female Motivations Cited for Online Social Networking
　　Figure 8. Male Motivations Cited for Online Social Networking
　　Figure 9. Types of People Respondents Might Be Willing to Meet Offline (Base: Respondents Who Visit Online Social Networking Sites)
　　Figure 10. Top Reasons Respondents Visit Online Social Networking Sites (Base: Respondents Who Use a Mobile Device for Social Networking)
　　Figure 11. US Social Networking User Forecast 2008–2012