Universitarios frente a Tuenti y Facebookusos y percepciones

Abstract

Some previous studies about social networks have shown indicators of their penetration in different population segments, their frequency of use and the importance that they are getting. Nevertheless, most part of those studies ignores some more specific questions. This study intends to fill the gap that more commercial research has left focusing in a strategic public, university students that will fill the ranks of future professionals. We have made several focus groups and a survey with more than 650 answered questionnaires in order to analyze the different brand images that the two social network leaders (Tuenti and Facebook) have between university students, in order to explore the knowledge that those students have about legal conditions under witch they can use the networks and in order to find out in which other activities do they engage while connected to those sites. The results of the study show two social networking sites with very different brand images, great ignorance of the students concerning legal conditions of social networks and consumer habits focused in multitasking, with specially interesting conclusions about television.