Kaum passive Nutzer in Social Networks

Wie uns die BITCOM unlängst darlegte, sind inzwischen 77 Prozent der deutschen Jugendlichen im Alter zwischen 10 und 18 Jahren in sozialen Netzen registriert. Auf Platz eins der Beliebtheitsskala der Jugend steht noch immer „SchülerVZ“, dicht gefolgt von „Facebook“, welches in dieser Altersklasse zunehmend Marktanteile gewinnen kann. Nahezu die Hälfte der jungen Nutzer sind in einem dieser beiden Netze, oft sogar in beiden, registriert. Auf den Plätze folgen mit großem Abstand „Wer kennt wen” (14%), lokale Communitys (8%) und „MySpace” (7%).

Neben der reinen Registrierung in den Netzen hat die Studie auch die Aktivität der jungen Nutzer abgefragt. Hier erstaunt, dass es – entgegen vieler Spekulationen – sehr wenig passive Nutzerkonten zu geben scheint. Je nach Anbieter, werden 80 bis 90 Prozent der Accounts der großen Anbietern von den jungen Surfern aktiv genutzt. Dies freut nicht nur die Werbetreibenden, es  widerlegt auch Skeptiker, die den Social Networks nur eine kurzfristige Daseinsberechtigung einräumen. Die intensive Nutzung der Jugend zeigt deutlich die soziale Verwendung dieser Netzwerkplattformen, die sich auch mit steigendem Alter in dieser Generation nicht signifikant verändern wird.


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