SOURCE: BIGresearch

February 20, 2007 09:41 ET

BIGresearch's SIMM 9 Profiles YouTube and MySpace Users

Purpose Determines Usage; Hispanics Prefer YouTube for Downloads, African Americans Prefer MySpace for Fun and Entertainment

COLUMBUS, OH -- (MARKET WIRE) -- February 20, 2007 -- When it comes to social networks such as YouTube and MySpace, the planned usage of each determines the composition of users according to BIGresearch's latest Simultaneous Media Usage Study (SIMM 9) of over 15,000 consumers.

Both sites heavily skew towards 18-34 year olds with 10.6% of Whites, 12.9% of African Americans, 14.7% of Hispanics or Latinos and 5.4% of Asians in this age group going to MySpace most often for fun/entertainment. For all ethnic groups other than Asians, the percentages are much smaller for YouTube when it comes to fun/entertainment for 18-34 year olds.

Conversely, as a place where 18-34 year olds go most often to download video/music content, YouTube is ahead of MySpace for all ethnic groups.

YouTube and MySpace Usage for Downloading Video/Music Content

        White/Caucasian   African American    Hispanic     Asian
          (18-34)           (18-34)           (18-34)     (18-34)
YouTube     7.6%              4.1%              5.9%       15.8%
MySpace     2.1%              1.8%              3.3%        2.1%
"Social networks are based on self expression, self presentation of changing personas and acquisition of social capital," said Joe Pilotta, VP, Research of BIGresearch.

"Marketers need to address the multi functions of social networks which differ within based on their constituencies. Marketers need to also recognize that these same groups of 18-34 year olds are more influenced by digital word of mouth type of media such as Internet, email, instant messaging and blogging," said Pilotta.

BIGresearch's 9th SIMM Study provides marketers an opportunity to better understand consumers and their media consumption habits which can help them transition their marketing models to a consumer-centric consumption model in order to increase ROI of campaigns in a competitive economy.

Additional information on SIMM and other BIGresearch samples may be accessed by going to: and clicking on Complimentary Top Line Findings.

About BIGresearch

BIGresearch is a market intelligence firm providing analysis of consumer behavior in areas of retail, financial services, automotive, and media. The syndicated Simultaneous Media Usage Study (SIMM) monitors more than 15,000 consumers twice each year to identify opportunities in a fragmented and changing marketplace including the media. They also conduct the Consumer Intentions and Actions Survey (CIA) which monitors the pulse of more than 7,000 consumers each month.

BIGresearch's methodology provides the most accurate consumer information in the industry with a margin of error of +/- 1 percent.

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