Why has social networking on websites such as MySpace, Facebook and Bebo become such a phenomenon amongst young people? How has technology changed the face of personal communication for the youth market?

This report examines the impact that social networking has on the attitudes and behaviour of the youth market. Does the need to create and maintain an online personal profile define one’s identity and sense of self? Do young people take the concept of networking on such a large scale for granted? Do they consider social networking entertainment? Does it complement or challenge current entertainment consumption patterns? Ultimately, what will happen as these relatively untapped resources slowly become more populated with advertising messages?

This 55-page report reveals how these sites are being used, and how brand marketers can incorporate them into their marketing mix, including:

How many young people have profiles on social networking sites
How many profiles individuals have
How often they visit the websites
What they use them for
How they feel about advertising on these websites
Their views on safety and security.