Messaging goes mainstream
A recent survey of more than 4,500 Australian internet users by ninemsn confirmed that IM has become popular with people of all ages, with the average internet user spending three hours a month engaged in online chat. “In terms of frequency of use, we didn’t notice a difference amongst age groups,” Finnegan says. “Fifty to 64 year olds are just as likely to use it every day as anyone else.”
He argues that this increased popularity is due to the ability to use IM not just for written messages, but also for video, voice and exchanging photographs. “There’s a growing awareness about the functionality that instant messaging provides,” Finnegan says. “It’s a fun way of keeping people in touch. Video and voice messaging has become a really rich tool for keeping those essential life connections.”
Improvements in the software have also been a factor. “You don’t have to be a ‘propeller’ head to be able to use it,” Finnegan says. Another important development has been the increased availability of broadband. While basic IM works perfectly well on a dial-up connection, more advanced features such as voice calls do require a higher-speed connection. Pew’s research found that the propensity to use instant messaging was much higher for broadband users, with surfers on high-speed connections almost twice as likely to use IM on any given day.
Despite its increased ubiquity, there are still some notable variations in IM usage. “We’ve noticed more of a gender difference than an age difference,” Finnegan says. “Men were more likely to use IM to arrange a date. Women were more likely to use it for more general chit-chat.” That practical orientation also emerged in the workplace, where men were more likely to use IM technology than women.
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The study found that young people typically perform three or four tasks simultaneously while using the internet , such as exchanging instant messages, surfing Web sites and listening to music all at once. According to the study, 40% of teenagers said that they could not live without the internet (twice the number who said they couldn’t live without television).
Similar results have emerged in other research. The ninemsn study found that 95% of 12 to 17 year olds use IM software at least a few times a week.
Surveys and focus group research by Pew Internet Life into the internet habits of American teenagers found that instant messaging was a vital part of most teenagers’ social networks, outstripping even email as a means of communication. “When asked about which modes of communication they use most often when communicating with friends, online teens consistently choose IM over email in a wide array of contexts,” the group noted.
In part, those usage levels reflect a higher level of familiarity with technology generally. “PC ownership for teenagers is at nearly 90%,” says Brett Corrick, marketing director for Yahoo! ANZ.
Despite those strong usage levels, internet companies clearly don’t want to see the online world become the exclusive preserve of the young, or tailor their content and products purely to meet the needs of that teenage market. “We need to appeal to people across the board — there are plenty of people in every demographic using the internet ,” Corrick says.
Heavier usage by teenagers is likely to become less pronounced over time, in part because those youngsters will increasingly connect up with a wide variety of other people, creating a richer demographic mix. The Pew study found that 29% of teenagers already regularly use IM in order to communicate with their parents. The increasing availability of IM clients on mobile phones will also provide a new means of accessing such services.
Even in the PC market, future expansion seems inevitable. Finnegan notes that only about 35% of Australia’s online population is currently using instant messaging.
“New functionality will bring a new group of users in. When you can make a free video or voice call, that’s a compelling benefit,” he says. “Messaging is growing faster than email.”
Article by Angus Kidman… NetGuide
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