How do you determine the online behavior of your particular audience? Will they read your blog, or are you better advised to use a different tool for communication and interactivity? Here are some studies and tools to help you learn more about your audience--feel free to suggest others you have found! Leave a comment here or email me at conniecrosby@gmail.com.

Cheers,
Connie


Social Media Reality Check 2011 Research Findings [pdf]
Leger Marketing and CNW, October 2011

--> summary of findings in comparison of Canadian consumer social media use versus communications professional use. Update and comparison of their 2009 survey.

Social Media Statistics: Changes in the Social Sphere from 2009 to 2011
Sysomos, October 6, 2011 (free report)

--> "From this report, organizations can get a sense for the overall sentiment about social media, discover the geographic areas experiencing the most social media growth, learn what conversations are taking place in social media about social media and see why monitoring social media conversations is more critical than ever. "

See the press release.

College Students on the Web
Jakob Nielsen's Alertbox, December 15, 2010

--> summary of findings based on observational research with 43 students in 4 countries (Australia, Germany, the UK, and the USA). Participants ranged in age from 18 to 24 years and included 18 men and 25 women.

Also available

• 259 page report (for purchase - I haven't looked at this one)
  

Older Adults and Social Media
Pew Internet, August 2010

Social Media and Young Adults
Pew Internet, February 2010

Groundswell
Forrester Research

• Consumer Profile Tool (2009 data)