Dissertation summary- Ofcom Social Network Report

Ofcom Social Networking Report

A quantitative and qualitative research report into attitudes, behaviours and use.


The report by Ofcom, is the first of its type conducted by the communications regulator. The aim of the conducted research was to ‘ understand how people are using social networking sites as well as their attitudes to this form of communication’
Their objectives regarding the report were to: ‘set social networking sites in the wilder media literacy, online and communications context; to profile the use of sites; and to investigate concerns about privacy and safety’

‘The rapid growth of social networking that has been observed over the last two or three years is indicative of its entry into mainstream culture and its integration into the daily lives of many people.’ Although, the report was published in April 2008, many of the topics covered by the paper are still relevant to the current social network despite current figures being inflated.

It is stated that ‘on average each adult with a social networking page or profile has profiles on 1.6 sites, and 39% of adults have profiles on two or more sites.’ The report states that the main social networking sites used are Facebook, Bebo, and Myspace. Although in the current day Facebook is one of, if not, the biggest social networking sites in the world, Myspace has receded into the background being populated by mainly music artists and Bebo has pretty much fallen off the map. In their places, Youtube, Flickr and Twitter have taken over and diversify the market of social networking.



At the time of publication, statistics were as follows,

• 25% of ‘member communities audience’ i.e Facebook users, were 35-49 year olds.
• 18% of ‘member communities audience’ was populated by both 25-34 year olds and 50-64 year olds.
• Just 17% was populated by 17-24 year olds.


As of January this year, figures only referring to American Facebook users show that the main audience for the site are between the ages of 18 and 44. Making it seem that audiences for social networking site are becoming increasingly younger year by year.

The report shows a trend that has become apparent in the last year or so that Facebook was asserting its dominance over the Social Network. It also shows a relationship between the spreading of broadband and increased use of Social Networking sites as well as the increased use by persons who are between the ages of 14 and 25 implying that it is a fashionable thing to be partaking in.

Overall, I feel this report, although out of date due to the speed at which Social Networking has evolved, is a worthwhile text to use, mostly to track the evolution between the present and the past (2008) in regards to target audience ages and the differences between the past reach of networks and the current.