The Voice of Online Marketing | MEDIA KIT | NEWS TIPS
The latest practical news and developments at the intersection of search, email,
social media, mobile marketing, web analytics, online advertising, ecommerce and more.
Marketing News on Twitter Interactive marketing RSS newsfeed
Advertisement
Advertisement
MARKETING JOBS

Millennials Prefer Social Networking to Internet Porn


Not nearly as thrilling
as MySpace

Social networking sites are increasingly eclipsing pornography consumption over the 'net — and underscoring a shift in how people communicate, according to Reuters, drawing from the research of author and GM Bill Tancer of global research at Hitwise.

For his book Click: What Millions of People are Doing Online and Why It Matters, Tancer analyzed data for 10 million web users. He posits that internet searches provide real-time view of how society is changing. For example, search data betrays an annual spike in queries for anti-depression drugs around Thanksgiving in the US.

"There are some patterns to our Internet use that we tend to repeat very specifically and predictably, from diet searches, to prom dresses, to what we do around the holidays," said Tancer to Reuters.

One of his major finds has been the declining interest in pornography and adult entertainment sites in the past decade. Surfing for porn has dropped to 10 percent of searches, from 20 percent 10 years ago. Today, the top online searches are for social networking sites.

"As social networking traffic has increased, visits to porn sites have decreased," Tancer stated, observing the 18-24-year-old age group in particular sought porn less than previous generations.

"My theory is that young users spend so much time on social networks that they don't have time to look at adult sites."

Earlier this month, Facebook announced it would avail popular elements of its website to search engines, which will likely result in more Facebook results appearing in searches — particularly local ones for events or group interests.

But while social networking has (apparently) slicked prurient inclinations, Tancer's other findings also reflect a societal preoccupation with celebrities. Celebrity gossip sites drew more traffic than sites for religion, politics, well-being and diets — combined.

The celebrity mentality could also affect the Presidential election, Tancer said.

"A lot of the [search] focus around the candidates in general is image based. People want to know how tall Barack Obama is and also to search for their families," he said, adding are more interested in finding images of Republican VP Sarah Palin than in perusing her policies.

"You have to get far down in the search terms to link the search for a candidate with any issue."

Searchers also betrayed an increased sensitivity to — and concern about — tropical storms, following the tragedy of Hurricane Katrina.

Search

Related Topics

Advertisement
Related stories:

Subscribe to MarketingVOX|News

Latest interactive marketing news Latest media planning news & facts Latest marketing data & research