« Google Makes "My Location" Circle Smaller, Larger Depending on, Er, Your Location | Main | Google Discusses Search Evaluation Process »
September 16, 2008
Social Networking Taking Market Share from Dating, Adult Entertainment Sites
Juniper Research is projecting social networking is expected to overtake dating in 2009 to become the largest revenue generating segment.
Social networks are projected to generate $7.3 billion in advertising revenues by 2013. That will amount to a steady rise in revenues over 2008's projected $1.1 billion.
According to report author Dr. Windsor Holden, "It's clear that we have seen an industry wide shift regarding the implementation of business models in this area. Whereas initially there was a perception that users would pay a small mobility premium to access social networks on their handsets, it rapidly became clear that to achieve truly mass adoption, it would be necessary to offer free membership and then to augment that with advertising and the sale of premium content."
Meanwhile, Hitwise general manager of global research, Bill Tancer, is saying that searches for pornography are down about 50% due to increase in searches for social networking.
"My theory is that young users spend so much time on social networks that they don't have time to look at adult sites," Tancer told Reuters.
Tancer analyzes search behavior and its reflection on society in his new book, Click: What Millions of People are Doing Online and Why It Matters.
What do you think of the rise in social networking? Is it changing societal behavior? Give us your thoughts in the comments.
Related Reading:
Social Networking and Employees: Where Do You Draw the Line?
AOL's Platform-A to Offer Guaranteed CPM to Facebook, Bebo Developers
Posted by Nathania Johnson on September 16, 2008 9:34 AM
Comments
King Arthur September 16, 2008 3:08 PM
In my opinion, there are some important facts about social networking.
They keep collecting information in every detail they can. Privacy is being harassed and damaged, and in the near future people can face with really serious problems... (not just simple spams, more serious than that)
Burak September 16, 2008 3:16 PM
The reports on search are interesting. Tancer suggests that people are spending more time on social networking and so less time on porn.
I think these findings are more about the way that the web is changing. We used to just be able to read information that others published - and so it was an ideal environment for getting access to information or content you couldn't easily find elsewhere. It was in this environment that porn flourished.
Now the web is about interacting. We can do so much more these days, and we are doing.
Matt
FreshNetworks
Matt Rhodes September 16, 2008 4:28 PM
I believe these numbers are a little misleading.
1. younger people are unable to access porn sites (assuming they stick to the law or don't have a credit card).
2. it is far more acceptable to browse social sites than it is to browse porn at work/school
I think this simply indicates an overall increase in net usage rather than a drop in the adult industry. I might be wrong... but sex sells... always has, I reckon it always will.
Robert September 17, 2008 3:46 AM
I truly believe that this decade is the decade of social networks. I think that those statistics are probably conservative.
Social networks are also evolving as we speak. The old social networks are collecting millions of advertising revenue through their membership base.
The new social networks are aware of this, and have decided that in order to compete with the established "giants", they will actually share the advertising revenue with members. A good idea, definitely.
Julian September 17, 2008 11:30 AM
I say, stay away from social networking... If you can't help it, don't post stuff you will regret later on.
Diamonds September 17, 2008 2:07 PM
Is this the same Jupiter that last year reported that social network users don't mix their social network activities with their dating site activities?
I think they're basing this purely on hype and not so much on numbers. Even google recently reported the disappointing results from myspace ads.
Jupiter seems to be forgetting human emotion which is the biggest market driver. Online dating is not going anywhere...not even to the freebie sites.
People still want quality and you can target an ad and profile all day long but you still won't find a quality date on a free social (or dating) website. Everyone single that actively dates knows better.
Jamie September 18, 2008 2:41 AM
I see the whole social networking shift as a very exciting time in history for web 2.0 however I believe we are still a ways off from social networking sites making dating sites obsolete.
The trick is how to get in front of the desired audience. On dating sites you know for a fact everyone on the dating site is specifically there to meet people to date or for relationships. On MySpace and Facebook it is not as clear cut as it is on the dating sites. People can say just do a search on people who are interested in dating but often times you end up with people just trying to market MLM deals, musicians trying to peddle their music, etc. on MySpace and Facebook. I think there will have to be a software in between MySpace or Facebook and the user to actually target a single-and-looking audience on social sites and to date I have not seen a succesful one.
Greg Masley September 18, 2008 4:48 PM
Well, I think people are always curious to see whats going on on dating sites, and once they register and get responses, its hard to stop, so, instead of worrying about Social networking sites, I think we, as dating site owners should embrace their presence and advertise on them.
Anton September 19, 2008 9:17 AM
I think the shift is partially caused by the creation of adult social networking sites. They don't need to search for porn when they can social network and look at porn at the same time.
Gordo September 21, 2008 7:19 PM
I found a really great network that taught me how to marker webcam sites!! Check it out, you two can learn and earn!! http://udjnjwh.tk/
broonyrat November 22, 2009 12:23 AM












Curious. I wonder if Bill's assessment of why people are not searching as much for porn could be misleading.
Perhaps people are running into filters and are beginning to search in more clever ways. Or perhaps access to porn is becoming easier so that search is not the only way to access it anymore. Or people now have all their favorite sites bookmarked :o)
Though I'm all for no more porn, I'm also under the impression that viewing hasn't gone down even if searches have. Porn producers are slick. They employ very intelligent people to find ever increasingly better ways to hook people.
What could help explain this thought (assuming that it's correct)?