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This compares to 49% of 8-17 year olds who said they had aprofile and suggests that around a quarter of the parents of children who have a site eitherthink their child doesn’t have a profile, or say that they don’t know.27http://www.ofcomconsumerpanel.org.uk/information/documents/Children_and_the_internet.pdf19Social NetworkingFigure 8: Percentage of parents and children saying they have a profile on a socialnetworking site100%1%2%33%80%60%1%45%50%Don't know71%No84%Yes40%67%55%49%20%27%15%0%Parents of 8-17sAll children (8-17)Aged 8-11Aged 12-15Aged 16-17Q. Do you have a page or profile on a social network site?Base: All aware of social networking sites/whose child uses the internet: Parents of 8-17s(481),Children aged 8-11 (143), 12-15 (202), 16-17 (106)Source: Ofcom – Children, Young People & Online Content, October 2007Figure 8 also shows that 27% of children aged 8-11 who are aware of social networkingreported that they had set up their own profile on a social networking site.
This is noteworthyas, while there are some sites such as Disney’s Club Penguin designed for younger children,most of the main sites such as Facebook and Bebo require users to be at least 13 years old.In the case of MySpace the lower age limit is 14.While some of these younger users are on sites intended for younger children, the presenceof underage users on social networking sites intended for those aged 13 or over wasconfirmed by qualitative research conducted by Ofcom (see Sections 5 & 6).
In addition,Nielsen data from August 2007 shows that 15% of internet users aged 6-11 have usedBebo, 4% have used Facebook, and 8% have used MySpace.284.3International comparisonsSet within an international context, the UK has a comparatively high level of socialnetworking site take-up. In an international quantitative survey conducted by Ofcom, the UKhad a higher proportion of site users than France, Germany, Italy, the US, and Japan.Canada was the only country included in the survey where social networking sites weremore popular.292829Nielsen Online August 2007.http://www.ofcom.org.uk/research/cm/icmr07/20Social NetworkingFigure 9: Those with an internet connection who use social networking sites% of adults with internet access100%80%60%40%53%39%34%17%20%32%22%12%0%UKFranceGermanyItalyUSACanadaJapanQ: Do you use your internet connection for social networking sites?Source: Ofcom international ad hoc research October 20074.4Main social networking sites that people are usingMySpace, Facebook and Bebo are the most popular sitesConsistent with numerous media reports, the top three sites in Ofcom’s quantitative andqualitative research were Facebook, MySpace and Bebo.30 The majority of adults who hadused a social networking site had a profile on Facebook (62%) and this was the mostmentioned main social networking site (49%).
Nearly half of all respondents reported havinga profile on MySpace and one-third had one on Bebo. On average, adults reported havingprofiles on 1.6 sites. Thirty-nine per cent of adults had two or more profiles.There were insufficient social networking users aged over 35 to examine whether there wereany differences in the choice of site among this age group. However, among those agedunder 35, there were no variations between the 16-24s and the 25-34s.There was some socio-economic variation, with ABC1s more likely to have a profile onFacebook than C2DEs, who were more likely to have a profile on MySpace.30See for example http://www.telegraph.co.uk/news/main.jhtml?xml=/news/2007/09/25/nface125.xml21Social NetworkingFigure 10: Social networking sites used by adults62%Facebook49%46%MySpace21%32%Bebo19%All SNS have profile onHi5Piczo6%1%Main SNS have profile4%1%7%Other6%0%20%40%60%80%100%Q.
And where is the profile you use or update most often?Base: All adults who have a social networking site profile (391)Source: Ofcom media literacy audit October-December 2007A comparison of the different sites that parents and children use provides another view onthe popularity of different social networking sites among different groups. Figure 11 showsthat children were twice as likely to use Bebo as their parents (63% to 32%), while parentswere more than twice as likely to use Facebook as their children (41% to 18%). By contrast,the gap between the two groups was much smaller for both MySpace and MSN Groups.Figure 11: social networking sites used by parents and childrenParents of 8-17s*Children (8-17)100%80%63%60%40%34%34% 37%37%18%20%22%24% 23%17%15%1%0%BeboMySpaceFacebookMSN GroupsPiczoOthersQ: Where do you have a page or profileBase: Parents of 8-17s who have a page/profile on a social networking site (74); All children (8-17)who have a profile on a social networking site (220)Source: Ofcom – Children, Young People & Online Content, October 2007*Caution – low sample size.Audience analysis from Nielsen Online showed significant age variations among users ofMySpace, Bebo and Facebook.
One-third of Bebo users were under 18 (33%), while 16% ofMySpace and 6% of Facebook users were under 18.22Social NetworkingFigure 12: Audience age breakdown of individual social networking sites: August20072-11 yrs12-17 yrsAll member communities 5% 11%18-24 yrs17%MySpace 3% 13%Bebo 7%Facebook 2%4%0%25-34 yrs18%27%26%50-64 yrs25%18%27%40%18%23%60%80%3%11% 3%17%17%65+ yrs6%14%22%11%19%31%20%35-49 yrs3%100%Source: Nielsen Online, August 2007 (based on home use only)31As trends surrounding social networking move rapidly, these audience figures haveinevitably changed slightly since their publication in August 2007. The figures provided byNielsen Online for January 2008 show that there has been little substantial change in agebreakdown for member communities generally.However, each of the big three social networking sites (MySpace, Bebo and Facebook) haveshown interesting changes in their age breakdown.
Each of these sites has seen 18-24 yearolds decrease as a proportion of their unique audience. The smallest change was for Bebo,which saw 18-24s drop from 19% to 17% of its unique audience, while on MySpace thisgroup dropped from 27% to 22%. The biggest change was on Facebook, where 18-24 yearolds dropped from 31% to 24% of the unique audience. There was no single age groupwhich rose in direct proportion to the drop seen among 18-24 year olds.Nielsen data from January 2008 also showed, for the first time a decline in Facebook’sunique audience.
This decline was just over 5%, and stands in contrast to Facebook’s recentrapid growth. MySpace and Bebo have both seen declines since August 2007, of 16% and8% respectively.32 At this stage it is too early to say whether this is a seasonal variation, orwhether this is the start of a new period in the development of social networking sites.3132These are the standard age breaks reported by Nielsen Online.Source: Nielsen Online, January 2008.23Social Networking4.5Frequency of using social networking sitesHalf of all users access social networking sites at least every other dayRespondents with a profile on a social networking site claimed to use the sites fairlyfrequently, with 87% accessing their profile at least once a week, and 50% at least everyother day. Frequency of visiting a social networking site did not appear to vary by socioeconomic group.Figure 13: Frequency of visiting a social networking site100%80%60%40%30%20%20%17%20%1%0%EverydayEvery otherdayA couple of Once a weektimes a weekLess oftenQ.
How often do you visit any sites like Piczo, Bebo, Hi5, Facebook or MySpace?Base: All adults with a current profile or page on a social networking site (347)Source: Ofcom media literacy audit October-December 2007Some teenagers and adults in their early twenties, interviewed in our qualitative research,reported feeling ‘addicted’ to social networking sites and were aware that their usage wassqueezing their study time. Some users described how they might plan to go onto their siteto check for messages and then emerge a few hours later – having been drawn intocommenting, searching and generally having fun.I know someone who had to repeat their A-levels because they’d spent so much time onMySpace. There’s even a song someone wrote called ‘MySpace Is Ruining My Life’ - Girl 15,urban/suburbanAt the end of the day, I work full time and have two kids and a husband to run around after, itis a miracle that I am not asleep by 9 o’clock in the evening and if I’m not, then maybe I willhave a little play on MySpace – Female 37, rural/semirural4.6Rules and restrictions on social networking site useTwo-thirds of parents say they set rules about their child’s use of socialnetworking sites, although only 53% of children said that their parents setsuch rulesFor many children, the rules and restrictions that their parents set on social networking usewere an important factor in the child’s use of social networking sites.
The majority of parents24Social Networkingwe spoke to (65%) claimed to limit their child’s use of social networking sites by setting rulesand restrictions. Despite this, significantly fewer children reported that their parents had setrules on their use of social networking sites.
Some of this difference may be due to parentsoverstating, or to children underplaying the extent of parental control, or because restrictionsare not being recognised as such by children.Figure 14: Rules for social networking site use – parents vs. children100%1%80%34%5%43%60%Don't know40%No rules65%53%20%Rules0%Parents of 8-17sChildren aged 8-17Q. Do you have any rules around the use of social networking sites? / Do your parents have anyrules…?Base: All who/whose children have a page/profile on social networking sites: Parents of 8-17s (175),children aged 8-17 (220)Source: Ofcom – Children, Young People & Online Content, October 2007The key rules that were mentioned were to do with meeting new people online (30% ofparents, 13% of 8-17 year olds); giving out personal details (27% of parents, 26% of 8-17year olds), and rules about meeting in person new people users had met through these sites(17% of parents, 10% of 8-17 year olds).
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