Stories of a ‘context collapse’ may have hit social networking platforms lately but there’s still 44 percent who can be considered ‘Personal Sharers’, using social media to share photos, their opinion, or details of their daily lives. Equally clear is that social networks are an important port-of-call for news updates: one in three are ‘News Networkers’.
Above all else, though, internet users are most likely to be networking for entertainment, using social platforms to find entertaining content, and ‘following’ comedians, singers or actors. A sizable 60 percent fall into this segment, implying a massive demand for platforms that can easily host entertaining articles and user-generated video content. Little wonder, then, that the major names in social media have been betting so big on video lately; entertainment and video are clearly vital for keeping users engaged.