Social Networking Use Doubled: Future for Neuromarketing

Recent Pew Research found that 65% of adult online users are taking advantage of social media sites. That is more than double the 29% of users in 2008.  According to Pew, “The pace with which new users have flocked to social networking sites has been staggering; when we first asked about social networking sites in February of 2005, just 8% of internet users – or 5% of all adults – said they used them.”  With such an increase in adults frequenting social media sites, this could have a dramatic impact on how companies market their products.

Adults are making social networking a normal part of their daily routine.  The only part of daily Internet usage by adults that takes up more time than social networking was checking email and using search engines.   Women were more likely to use social networking than men. Young adult usage has been more stable, while older users are increasing their frequency. 

Half of American adults now use Facebook. This increase in how people use the Internet has a strong impact on how marketers must focus their advertising.  Previous research has already shown that women were more likely to use the “like” button on Facebook.  However, this requires action on the part of the user to hit the “like” button. 

Now the trick would be to somehow combine neuromarketing with social networking. If there are QR readers that can read information, what is next . . . eye tracking programs to register product appeal?  Eye tracking is just one form of neuromarketing.  Neuromarketing is one of many routes that the future of advertising may be headed.  Several companies have used neuromarketing techniques.  “Frito-Lay has been studying female brains to learn how to better appeal to women. Findings showed the company should avoid pitches related to “guilt” and guilt-free and play up “healthy” associations.” 

Now if the programmers who created the QR reader can create an app for eye tracking, think of the neuromarketing possibilities.  If women are flocking to social media sites, companies like Frito-Lay could use these techniques to find out much more about the appeal of their products.  This possibility may not be so far off in the future.