Ofcom, the British media regulator, has just released hundreds of pages of qualitative and quantitative research into participation in social networks.

There’s the predictable division of social network members into cute little persona or caricatures, and then there’s a much more detailed breakdown of the impulses, activities and omissions of people participating in social networks.

I think it’s essential reading for anyone at all interested in the behaviour of youth online, as well as those interested in how regulators and ombudsmen view online activities.

Interestingly, Ofcom has also recorded a commentary on YouTube to accompany the release. Granted, it’s a one-sided commentary that evokes memories of Betacam video sent out to regional offices from corporate headquarters, but it does add a layer of interactivity and visual stimulation.

The qualitative research suggests five distinct groups of people who use social networking sites :

  • Alpha Socialisers – mostly male, under 25s, who use sites in intense short bursts to flirt, meet new people and be entertained.
  • Attention Seekers – mostly female, who crave attention and comments from others, often by posting photos and customising their profiles.
  • Followers – males and females of all ages who join sites to keep up with what their peers are doing.
  • Faithfuls – older males and females generally aged over 20, who typically use social networking sites to rekindle old friendships, often from school or university.
  • Functionals – mostly older males who tend to be single-minded in using sites for a particular purpose.

The qualitative research also suggests three distinct groups of people who do not use social networking sites:

  • Concerned about safety – often older people and parents concerned about safety online, in particular making personal details available online.
  • Technically inexperienced – often people over 30 years old who lack confidence in using the internet and computers.
  • Intellectual rejecters – often older teens and young adults who have no interest in social networking sites and see them as a waste of time.

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