Une étude de la société Intersperience, spécialiste des analyses de la consommation, montre que sur Facebook plus on est âgé et moins on a d’amis.
Au Royaume Uni un jeune de 22 ans a environ 1000 amis sur FaceBook, soit 50 fois plus que dans les années 1950.
L’étude a révélé que les jeunes adolescents, âgés de 13 à 16 ans, ont une moyenne de 450 amis sur le réseau social, les filles ayant un peu plus d’amis en ligne que les garçons. A 30 ans la moyenne est entre 100 et 200 amis, pour 40 ans le nombre passe de 50 à 100 et les plus de 50 ans ont moins de 20 amis.
L’étude fait ressortir les changements fondamentaux qui ont lieu dans la société britannique à la suite de l’entrée dans l’ère du numérique. La moitié de la population britannique est maintenant sur Facebook et l’explosion de l’activité de réseautage social estompe les frontières. Dans un contexte social media, un «ami» signifie quelque chose de différent à une personne de 20 ans qu’à une de 50 ans.
Pendant ce temps au eG8 Mark Zuckerberg a affirmé :
« Ne le répétez pas, mais mon métier c’est la publicité », a ironisé le patron de Facebook.
Revenant sur l’usage professionnel dont peut faire l’objet son réseau social, il a rappelé que pour une entreprise, Facebook devait être envisagé sous l’angle de la publicité, avec une certitude selon lui : « la recommandation d’un produit ou d’une marque par des amis, est plus efficace qu’une publicité traditionnelle », car dans le monde réel comme dans le monde virtuel, le bouche à oreille serait plus efficace qu’une affiche de pub.
A voir donc comment les amis FaceBook de la ménagère de moins de 50 ans vont offrir leur « temps de cerveau disponible ».
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