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The growth of social networking in Europe is slowing down, and it remains a niche activity overall, with 16% of EU Internet users visiting at least once a week. Among those ages 15 to 24, however, social networking is now a mainstream activity. These youngest users still dominate social networking, despite growth in adoption among older users.
Facebook dominates European social networking use and also has the broadest appeal, with nearly two-thirds of its users older than age 25. The youngest social networkers — such as the majority of Bebo members — are the most active, using these sites as portals or hubs of online activity around sharing, communicating, following others' activities, and consuming content.
The social networking market is polarizing between hardcore users (the majority of European social networkers now visit social networking sites daily) and more casual users who now visit less frequently than before. Re-engaging these "drifters" with targeted feature sets that include online video will be key as market growth slows further.
Agenda:
Vendors mentioned: Bebo, Facebook, MySpace
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