Social Media has been around for quite some time now and a usage related and resultant phenomenon has started to creep in, which is deemed as ‘Social Media Fatigue’ claims Gartner.
Gartner conducted a survey in December, 2010 and January, 2011 which comprised of more than 6000 social networking users from developing and developed markets. The research giant suggests that the users who were among the first and early adopters of the Social Media have started to experience fatigue and are visiting the social networking sites like Facebook let often.
Out the of the total 6000+ respondents, 24% stated that they are using the social sites less often compared to when they initial signed up, while 37% that comprised of particularly a younger and tech savvy group stated that they were using the sites more often compared to when they signed up.
Advertising and marketing firms have been using social media for advertisements and promotions lately and they should re-think their stance in this regards as this survey might point to the beginning of boredom as a result of the ‘social media fatigue’.
Brian Blau, research director at Gartner stated that “The trend shows some social media fatigue among early adopters, and the fact that 31 percent of Aspirers (younger, more mobile, brand-conscious consumers) indicated that they were getting bored with their social network is a situation that social media providers should monitor, as they will need to innovate and diversify to keep consumer attention."
The research carried out by Gartner can be reached here.