In-Brief: New social networking survey details user behavior and provides brands with some useful tips about what to sell – and how to sell it.

A review of the fact-packed survey of 875 users across Africa, Asia, Europe (East & West) and North America, conducted by BuzzCity, a mobile social networking company, delves deep into the how and why people use mobile social networking. BuzzCity is perhaps best known for myGamma, a mobile social network that counts a whopping 2 million members across 60 countries. It found that more than 90 percent of those surveyed are connecting with their social networks at least once a day (91 percent of users do this via mobile), and more than 50 percent are checking in more than five times a day. Nearly 62 percent of users (in Romania, South Africa, Thailand and the U.K.) say they spend 30 minutes or more on myGamma every time they log in. What’s more, users are not on the go when they access their social networks. More than 80 percent are at home or at work.

This article in The Guardian points out that flat-rate internet tariffs are a major boost to mobile social networking. Indeed, users in Thailand, where simplified online billing systems and flat-rate data tariffs make mobile Internet a no-brainer, were both the most frequent and longest visitors. It may sound common sense to us, but mobile operators, for some reason, remain either blind or ignorant to the benefits. (I interviewed Dave Moreau, CEO of FoneStarz, on precisely this topic. Check back for his eloquent rant and some revealing usage and ad-conversion stats in an exclusive podcast next week.)

Based on the survey, BuzzCity concludes there is an interesting intersection of real-life and virtual communities. Nearly 59 percent of myGamma users communicate with other community members as much or more often than with their real-life friends. But there is some overlap, since myGamma users communicate online with real-life people they already know.

And here’s a real surprise: shopping is a huge part of virtual life. Altogether, 35 percent of users have bought products online, with respondents from South Africa and Thailand leading the pack. BuzzCity reckons that the ease of WAP billing in these countries is a deciding factor in the purchases. Virtual items – like Gammalife shoes and accessories that BuzzCity offers as part of its community package – are the most popular purchase. Users apparently flock to them because virtual gifts are an important networking tool, according to BuzzCity.

What clinches the sale? Special offers. In fact, users are over three times as likely to make a purchase when provided with special offers as with direct advertising. Friends are another factor that influences purchases.

As KF Lai, CEO of BuzzCity, sees it, communications may be the focus but the real story is commerce. “What we find really exciting is that members not only use the service to network, but also to buy goods and services. This augurs well for our advertisers and merchants who will benefit from the influence of social networks on members, and the power of referral and recommendation. In the future, as our service evolves, we are looking forward to seeing more interesting advertiser campaigns, creating a dialogue mediated by a network of friends, all powered by a multi-sided market like myGamma.”

Vendor spin aside, it is encouraging to see a report that not only argues the case for P2P recommendation; but also has the stats to back it up. More importantly, it highlights the pivotal role of recommendation and referral within the community. The trick for advertisers will be how to harness this dynamic without compromising brand trust.  Download the complete report (PDF) here.

This entry was posted on Thursday, January 24th, 2008 at 6:51 pm and is filed under Mobile Advertising, Mobile Content, Mobile Research, Mobile Social Networking. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.