Tales of our journey
through the digital
With all of the sexy new upstarts in the social media space (ahem, Pinterest), it’s easy to forget about the stodgy older kids on the block — specifically, MySpace.
“MySpace? People are still on MySpace?” That was the reaction from one of the participants in Innate’s social media roundtable earlier this week. “That’s the most surprising thing I’ve heard in a while,” she said.
It’s true, MySpace is creaky and aging, and to be honest, its long-term prognosis just might be terminal. But it’s not dead yet. As recently as last November, MySpace attracted nearly 25 million unique visitors; that’s more than Google+, Tumblr and Pinterest.
It’s also worth noting that those 25 million people are disproportionately young and diverse and less affluent than the general population. According to a recently released Pew Internet study on teens and social media, MySpace — along with Twitter — is one of the most racially diverse social media networks. It’s most popular among Latino teens: 35% of Latino teens who are active on social media have a MySpace account, compared with 22% of Caucasian teens. Also, MySpace accounts are more prevalent among social-media-using teens whose parents did not attend college. Thirty-two percent of those teens have a MySpace account, compared with just 18% of teens whose parents have at least some college experience.
These statistics are worth considering not because MySpace’s influence is likely to increase. Truthfully, unless there’s a drastic shift in the social media universe, MySpace will never again touch the dominance of a Facebook or a Twitter. But in 2012, ignoring MySpace altogether can work against you — particularly if you are trying to reach a niche audience that still has a significant presence there; for example, Latino kids between the ages of 13 and 18.
The larger moral of the story? Although things change at lightning speed, be sure to keep your eyes on the entire social media landscape and not just what’s emerging on the horizon.
[Photo credit: Robert Scoble, Flickr Creative Commons]