October 06, 2006

Old Space: I told you so.

why is it you people of the internets always need a study to prove that what I've already told you is true?

ME 5 months ago:

No matter what you think, MySpace isn't what you think. That's because there is no single thing going on inside MySpace that is any more or less important than any other thing that is going on inside of MySpace.

It's also because MySpace is not just for kids and sexual predators--as the marketeers and right-wing respectively would have you believe. (Yes, I know I said, "just." Sure both exist in MySpace, just like they do in the confessional at church).

The Ad Man, he would like his clients to believe that MySpace is a single target demographic, the hip youth, the barely legal, the Pepsi generation 2006 style. A lab experiment of teens and 20-somethings.

But like everything else that the Ad Man tries to box in online, MySpace exists in layers, not as a round target with a bulls-eye in the middle.

THEM now:

It's not all youths on MySpace. Half of the site's users are 35 or older, according to comScore Media Metrix's analysis of its U.S. Internet traffic measurements. Only 30 percent are under 25 despite a common belief that the site is mostly populated with kids and young adults.

Just a year ago, teens under 18 made up about 25 percent of MySpace, the popular online hangout run by News Corp. (NWSA) That's now down to 12 percent in the comScore analysis released Thursday.

By contrast, the 35-54 group at MySpace grew to 41 percent in August, from 32 percent a year earlier.

"This analysis confirms that the appeal of social-networking sites is far broader," said Jack Flanagan, executive vice president for comScore, adding that the data suggest that social networking is becoming mainstream.

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