expects the number of social media users will continue to
increase at a moderate pace. New forms of media and entertainment
will keep users engaged on social media sites and attract
new ones. Rising competition among social media players, each
vying for consumers' leisure time and attention, will lead
to the rise of new forms of social media (Web based and mobile).
are allocating a higher percentage of their advertising budget
to social networking sites. This is mainly driven by the fact
that these sites offer a large pool of engaged users who spend
considerable time on these sites this increases the
potential click-through rates (CTRs).
media sites enable marketers to target ads to discrete consumer
segments by unlocking the interconnected data structures of
users that include lists of friends, their comments and messages,
photos and all their social connections, contact information
and associated media.
media sites are becoming more innovative in their ad products
to attract marketers" . Social networking sites should
deploy data analytic technologies that interrogate social
networks to give marketers a more accurate picture of trends
in accordance with consumers' needs and preferences"
analysts said that social media sites will continue to incorporate
gaming techniques on their networks, driven by the monetization
opportunities that it presents. The sale of virtual goods
will remain the primary source of revenue. Major console gaming
publishers have recently entered the social gaming arena and
are adding momentum to the social gaming industry by utilising
their intellectual properties.