Do you often update your status on Facebook or post photographs and interact with friends on social media? You might be belonging to a high risk-taking personality group. If you use Facebook more often, but not that keen for live status updates, posts and pokes, you might belong to a safer trait group. Researchers at the University Of Missouri School of Journalism has recorded a trend in usage of Facebook and they believe that this data could help target probable online clients.
The university used Mini-Motivation Activation Measure or Mini-MAM scale to find a person's Facebook activities that would give an insight into his/her risk taking attitudes. Researchers interviewed people on their social media usage and gathered information on Mini-MAM to determine various personality types.
Heather Shoenberger, a doctoral student at the school, classified high-risk activity group as 'appetitive' and those who were more reserved in their activities as 'aversive.' Though both the personalities used Facebook frequently, there was a clear distinction on how they used the website.
According to Shoenberger, "If you're highly 'appetitive' or lean toward high-risk activities, you're more likely to want engage with media that are more exciting, whereas those who are higher in the 'aversive' trait tend to enjoy safer and more predictable media experiences."
She believes that identifying these individuals using the motivation activation measure can give advertisers an advantage over their competitors and bring some order to online advertising.
According to consulting and advisory firm BIA/Kelsey, social media advertising revenues will grow from $3.8 billion in 2011 to $9.8 billion in 2016, representing a compound annual growth rate of 21 percent. The firm expects the local segment of U.S. social media advertising revenues to grow from $840 million in 2011 to $3.1 billion in 2016.
by RTT Staff Writer
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