Social networking sites are one of the most important components of online activity in the 21st century. The popularity of both broadband internet and smart phones increases the penetration of social networking sites. It is also clear that in upcoming years new media marketing, particularly on social networking sites, will be increasingly important, offering a chance to reach a younger audience than traditional advertising.
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Overview
Overview
This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Scope and Themes
Executive Summary
Inspire Insights
Insights and Opportunities
Market
Market
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Market Drivers
Consumer
Consumer
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Usage of Sites – Number of Profiles and Types Used
Viral Marketing and Entertainment Usage
Attitudes to Corporate Involvement
Social Networking Fatigue
The Matrix – alternative personalities and avatars
Relationship Management
Uses for Social Networking Sites
Concerns Over Privacy on Social Networking Sites
Impact of Ethnicity and Hispanic Origin
Cluster Analysis
Custom Consumer Groups
Brand/Company
Brand/Company
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Leading Companies and Brand Qualities
Innovation and Innovators
Advertising and Promotion
Data
Data
Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
Appendix: Other Useful Consumer Tables
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What is the current level of penetration and what segments under- and over-index on usage? 
