Needs and Wants in Online Communities : A case study of Ungdomar.se

Abstract: Background Young people constitute a fast growing group of Internet users and they are considered an important market segment. In Sweden, on average nearly 97 % of the people between the ages of 15-19 use Internet every day. A great deal of these people use online communities, and in order for these communities to succeed, it is vital to understand what content the youths perceive as valuable and useful. Furthermore, since using an online community takes time and effort, the community should fulfil a need among its users. Since it is no easy task to understand what motivates consumers, online communities should strive to reach a consensus in common characteristics among these individuals, in terms of what needs and wants they seek to satisfy in online communities. Purpose         The purpose of this thesis is to explore what needs and wants youths in Sweden seek to satisfy in online communities. To demonstrate the findings, Ungdomar.se will be evaluated, and given recommendations accordingly.  Method          In order to fulfil the purpose of this thesis, a descriptive and explorative study was conducted, consisting of both quantitative and qualitative data. The collection of data was made through a survey among youths, and by semi-structured interviews with Ungdomar.se and two people working at the Youth Centre Brunnen. Conclusion The authors have identified a set of needs and wants, that youths seek to satisfy in online communities. This has further been applied to the online community Ungdomar.se, and they have been provided with recommendations on how to satisfy these needs and wants.