Gen Y leaving MySpace
Melbourne-based marketing group Lifelounge says that Gen Y are leaving MySpace and other social networks because of the intrusion of corporate brands. The researchers’ annual Urban Marketing report, which measures the attitudes and trends of the young adult market in Australia, aged predominantly between 16 and 30 years, says that while 53.7% of young adults are still using MySpace to connect to their peers, the intrusion of corporate brands is sending them elsewhere.
Dion Appel, Lifelounge CEO, said while MySpace is still achieving phenomenal success as a social networking community, the style-surfers in the urban market are heading elsewhere.
“They are the first to get a whiff of corporate intrusion and will look at other destinations,” he said. “Our market is looking to the next thing already.”
Postkiwi Duncan Macleod posts on life, faith and culture in Australia, drawing from his involvement in the creative industry, the Uniting Church, the blogosphere, generational research, the emerging church and life on the Gold Coast.
Duncan is the editor of The Inspiration Room, a site showcasing advertising, design and other work produced by the global creative community.
2 Responses to “Gen Y leaving MySpace”
By J Newburn on Oct 23, 2007 | Reply
I get that we live on different continents (I’m American) and may have different definitions of generations. But I don’t get this comment at all. There is no 16-30 year old generation in 2007, at least not in the US. And Millenials, those born in the US from 1982 – 2003?, are big-brand lovers, from what I understand. They expect adults and companies to cater to them, so I don’t understand why they would leave with a “whiff of corporate intrusion.” Perhaps it’s the Gen Xers leaving. Just a thought …
By postkiwi on Oct 30, 2007 | Reply
The elsewhere for social networkers appears to be Facebook. There is a difference in the way that people are being connected with brands there – more through invitations to add applications. MySpace is badly designed compared to Facebook. It’s public. Many of the ‘friends’ are bands and brands. There may of course be a socio-economic factor happening as well. Those with a university education are more likely to connect through Facebook.