VZ-Netzwerke verlieren spürbar an Besuchern

Das Trio der VZ-Netzwerke – SchülerVZ, StudiVZ und MeinVZ – verlieren dramatisch an Besuchern, wie die Online-IVW für den Monat September berichtet. Nahezu 10 Prozent, bzw. 40 Millionen Visits  haben die drei im Vergleich zum August verloren. Somit haben die VZ-Netze mehr Besucher eingebüßt, als z.B. MySpace insgesamt verzeichnet. Dieser seit Juni 2010 andauernde Abwärtstrend bekommt nun eine neue Dramatik, nachdem es im vergangenen Monat noch so aussah, als können sich die Zahlen stabilisieren. Eine Fortsetzung dieses Trends wäre für werbetreibende Unternehmen – vor allem die im Jugendmarketing – eher bedauerlich. Ein zweites, starkes Netzwerk neben Facebook würde perspektivisch für gesunden Wettbewerb und Preistransparenz sorgen.

Ende August führten die VZ-Netzwerke zahlreiche neue Funktionen ein, so zum Beispiel eine komplett neue Startseite mit überarbeitetem „Buschfunk” bei SchülerVZ. Diese Veränderungen wurden nicht von allen Nutzer durchweg positiv aufgenommen. Schon am 23. August verzeichnete beispielsweise die neu ins Leben gerufene SchülerVZ-Gruppe „gegen die neue Startseite” mehr als 160.000 Mitglieder – inzwischen sind es über 250.000. Neben dieser Gruppe existieren inzwischen etliche andere mit Titeln wie „Neue Startseite – Nein Danke” oder „Holt die alte Startseite wieder“. Obwohl jede Veränderung der Funktionalität zunächst von den Nutzern stets negativ kommentiert wird, drängt sich die Frage auf, ob das viel gepriesene Update nicht auch Ursache der Verluste sein könnte.

Doch auch andere Social Networks haben wenig Grund zum feiern: „wer-kennt-wen” verlor 7 Millionen Visits (- 4,3%),  „MySpace” 5 Millionen (- 13,9%), ProSiebens „Lokalisten” 2 Millionen. Branchenprimus „Facebook” ist bei der IVW-Auswertung nicht gelistet – leider.

Hier die Zahlen im Detail (Quelle: ivw/meedia)

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