Few U.S. consumers are willing to pay a modest monthly fee to use social networking sites, according to "Digital Media Habits II" -- a market study by Parks Associates. This online survey of Internet users found 72 percent of social networking users would stop using a site if required to pay a $2 monthly fee. Likewise, nearly 40 percent would stop if a site contains too many advertisements. These findings clearly present a puzzling challenge to the companies competing in the social networking space. Parks Associates found 80 percent of broadband users ages 18-25 use these sites on a monthly basis; however, monetizing these users is proving to be difficult, with even category leaders such as MySpace struggling to create significant profits. "Having a big base of loyal users is not enough," said John Barrett, director of research at Parks Associates. To really succeed, social networking sites must consistently deliver to advertisers a desirable consumer demographic --...
TMT Market Research Summaries and Analysis