Web 2.0 is here. Are you?
Social networking is a recent phenomena and growing at a
mind-boggling rate. While it is primarily an expression of
self in the digital age, it also a means of communal interaction
and is at the core of the web’s evolution.
Web 2.0 is presenting new opportunities for corporate marketers
and communication departments. There is a fundamental shift
of how the public and corporations’ constituencies are interacting.
And those who grasp this evolution, understand this medium
and develop a strategy will strengthen their relationship
with their core audiences.
Are your ready to cross this divide? To help you get there,
there is The Bridge.
The Bridge is a syndicated study
of Canadians usage and relationships with social networking
sites, with a focus on Canada’s dominant site – Facebook.
Background
Since 2007 ZINC Research and Dufferin Research have been
tracking the Canadians usage of, relationship with, activities
undertaken and attitudes towards social networking websites.
This has made The Bridge the longest running and most comprehensive
study on Canadians and this Web 2.0 phenomena. Not only do
we track all of the core social networking activities, but
we adapt quickly (as is this medium) to ensure we have baseline
measures on its evolution.
From building networks to group engagement, and from social
usage to commercial opportunities, if it is happening within
the social networking world it is and will be measured and
captured in the The Bridge Syndicated Study.
Topics & Tracking
Our approach is simple – we have a core tracking section
and another section with exploratory questions.
In the core section, we track which sites online Canadians
are members of, thinking about joining, and a gauge of overall
site awareness. We also measure “site stickiness” – how long
members are spending on various sites – and the important
aspects of these sites to users. These are profiled by key
demographics, region, media consumption for news and information
and political affiliation. We also track membership of Facebook
city network membership.
The exploratory section delves into topics such as attitudes
toward social networking sites, group affiliation and engagement
(including raising public awareness and medical support networks),
connection with media and popular culture, and interest in
and means of connecting with corporations. We will also delve
into ideas of online identity, personal relationships and
dating, as well as ethnicity and the immigrant experience.
Methodology
The Bridge is a nationally syndicated study conducted by
ZINC Research Inc. and its partner, online research specialists
Dufferin Research, via our monthly Voyageur Omnibus. This
ongoing study tracks online Canadians interest, activity and
membership to social networking sites. This survey is conducted
via and online poll of 1,200 Canadians (adults, 18 years+).
The sample is census representative by region, gender and
age. As social networking sites is an exclusively Internet
phenomena, this methodology is considered representative of
the Canadian population.
Timing
The Bridge Syndicated Study will be delivered at the following
times in 2008:
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Data Collection |
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Reporting |
| Quarter 1 |
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Dec 2007-February 2008 |
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March |
| Quarter 2 |
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March-May |
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June |
| Quarter 3 |
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June-August |
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September |
| Quarter 4 |
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September-November |
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December (in time for the Holidays) |
As this is a monthly study, subscribers will have access
to the monthly data tables.
Your Subscription
You can subscribe to The Bridge in two ways - either a full
subscription or a basic subscription.
Our full subscription option includes:
- All four quarterly reports;
- Access to full monthly online data tables;
- Six proprietary questions (either 6 questions in 1 wave,
3 questions over 2 waves, or 1 question over 6 waves);
- Custom reporting and online tables of proprietary questions;
and
- Input into selection and design of special topics.
Our basic subscription offers full access
to limited monthly online tables (Region, Gender, Age Group,
Education, Household Income and Household Composition) of
core and exploratory questions.
Other options available for subscribers include preferred
rates on proprietary questions and regional over-samples,
as well as custom reports and presentations (as requested
and priced accordingly).
For more details on subscription study, pricing and how we
can help you enter the world of social networking surveys,
please contact us.
Brian F. Singh, ZINC Research
Suite 100, 1443 19 Avenue SW, Calgary, Alberta, T2T 0J1
Tel: 403.269.7526. E-mail: brian@zincresearch.com
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