ASI Study Gauges Usage and Potential of Social Networking

About 50% of Distributors and Suppliers Expect to Spend More Time on Sites

TREVOSE, PA – October 7, 2009 – Advertising Specialty Institute^®, the largest media and marketing organization serving the advertising specialty industry, today announced the results of an exclusive social networking study gauging the impact, usage and potential of social networking among ASI distributor, supplier and decorator members.

Results show that about half of respondents expressing an opinion (53% of distributors and 48% of suppliers) feel they will be increasing the time they spend with social networking in the next two years.  Nearly 90% of respondents also feel social networking already is or will become a good way to promote their business, but there is no overall consensus about which site is most relevant today.

The study indicates that LinkedIn, an online site for professionals, is used by about 54% of distributor members and 46% of supplier members who responded to the survey, and that the majority with accounts (93% of the distributors and 85% of the suppliers) use it for business purposes.  About 25% of distributors noted that it is the most relevant social network for the future.

Facebook, a more casual online site, has the greatest penetration in the industry overall, with 59% of distributors and 62% of suppliers indicating they have a Facebook account. Among those who have an account, however, 65% of distributors and 62% of suppliers say it is for personal use.

“The results of our social networking study are fascinating,” said Larry Basinait, executive director of research services at the Advertising Specialty Institute.  “While many distributors and suppliers say in general that social networking sites are important to their business, about 47% of distributors and 43% of suppliers are trying to determine the best way to use them for marketing efforts and promotions.”

Additional key findings from the study include:

• Twitter has room to grow.  Three-quarters (75%) of distributors and many suppliers (70%) have heard of Twitter, the short-message texting service, but do not have an account.  Thirty-five percent of distributors and 44% of suppliers who have Twitter accounts use them for business purposes.

• YouTube is personal.  About one-half of distributors and suppliers (49% and 51% respectfully) use YouTube, the public video hosting service, and mostly for personal purposes.  However, suppliers are posting more videos in general, with 28% having submitted videos or slideshows to social networking sites.

• ASI Social Network is educational.  About 7% of distributors and suppliers indicate they use the ASI Social Network, the industry’s online community of nearly 3,900 members.  Of those who use it, about two-thirds (68%) say that advice and education are the dominant reasons why they participate.

The ASI Social Networking Study is an additional resource among a comprehensive set of educational and statistical research from ASI, including the annual State of the Industry™ report, the Advertising Specialties Impressions Study, and quarterly industry sales reports.