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GLOBAL MARKETING RESEARCH REPORT Social Networking Websites WS 2007 GROUP D TABLE OF CONTENTS Introduction........................................................................................... 3 Executive Summary.................................................................................. 3 Data Collection Process............................................................................ 4 Analysis Results Demographics................................................................................. 5 Gender. ................................................................................. 5 Age........................................................................................ 5 Nationality............................................................................... 6 General Important Findings.................................................................. 7 Which SNWs........................................................................... 7 How Much Willing to Pay.............................................................7 Percentage of Time on SNW...................................................... 10 Usefulness Assessment - Factor Analysis..............................................10 Preference Assessment - Factor Analysis.............................................12 Hypothesis Testing Hypothesis I : Network Size..............................................................14 II : Applications.................................................................16 III : Usage Intensity............................................................19 IV : Information.................................................................20 V : Dependence................................................................21 VI : Registration................................................................23 Conclusion and Recommendations............................................................24 Limitations..............................................................................................25 INTRODUCTION The world of the internet, with its ever-evolving opportunities, has always been an interesting topic to research. In our study, we have decided to take a closer look at the Social Networking Websites (SNWs), that are becoming an increasingly prevalent aspect of today's technological society. Even though SNWs are a relatively new type of communication media, with the oldest ones (MySpace and HI5) introduced only in 2003, in the last decade there has been a signficant increase in the number of...

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