In Teens' Web World, MySpace Is So Last Year

To a youth market composed of teens like Kim and Birnbaum, MySpace is just the latest online fad. Before MySpace, the place to be was Xanga, and before that, Friendster, MiGente and Black Planet.

"They're not loyal," Ben Bajarin, a market analyst for Creative Strategies Inc., said of the youth demographic. Young audiences search for innovative and new features. They're constantly looking for new ways to communicate and share content they find or create, and because of that group mentality, friends shift from service to service in blocs.

Consider the most popular teen sites tracked by Nielsen-NetRatings. Topping the list last month were Snapvine.com, PLyrics.com, Picgames.com -- none of which appeared among the top 10 for April, or the list a year ago.

Madeline Dell'Aria, another high school junior, has fallen in and out of love with a number of sites. In middle school she started avidly blogging on Xanga. Last year, after most of her friends abandoned Xanga and migrated to MySpace, she followed. "No one was using Xanga anymore," she said.

Initially, MySpace drew her in, and she spent lots of time looking at her friend's photos or leaving comments on their pages, she said. Now, only a year or so later, ennui is setting in. She spends a lot less time on the site, instead listening to music or talking on the phone, she said.

MySpace said it hopes to earn a permanent place in its users' lives, becoming as essential as e-mail and cellphones.

"There will always be anecdotes of people that love MySpace and people that don't," a spokeswoman for the site said, but the site is adding an average of 320,000 new profiles every day and continuing to go mainstream. In the past year it launched new services such as mobile and video channels, and expanded internationally.

Some teens, however, say security and privacy -- already a common concern among parents and teachers -- are dampening their enthusiasm for MySpace.

Over the summer, Birnbaum's friend Chrissy Quantrille discovered an impostor had taken her photos off her MySpace profile, set up a fake page and even used it to establish a romantic virtual relationship with a boy in California.

"It was creepy," said Quantrille, who tried to contact the offender -- "What are you doing?" -- and sent a message to the duped boyfriend. She and her friends filed a form asking MySpace to take down the fake page, which it did within two days.