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BizReport : Social Marketing : April 13, 2010

Number of Americans with socnet profiles doubles

In the last two years the percentage of Americans that belong to at least one social network has doubled, according to a new national survey from Arbitron and Edison Research.

by Helen Leggatt

In 2008 around a quarter (24%) of Americans age 12 and over had at least one social network profile. That figure has now reached 48% according to Arbitron and Edison's findings outlined in the report, "The Infinite Dial 2010: Digital Platforms and the Future of Radio".

(The Infinite Dial 2010: Digital Platforms and the Future of Radio from Tom Webster on Vimeo).

And it's not just the youngsters logging on to the likes of Facebook, MySpace or Bebo. While around three-quarters of teens and young adults have a social networking presence, substantial numbers of Americans age 35 and over now use social networks. The survey found that over half (51%) fell within the 35 - 44 age range.

"The use of social networking sites has expanded beyond younger consumers, with substantial numbers of Americans over the age of 35 now using social media," said Bill Rose, Senior Vice President of Marketing, Arbitron Inc.

Here's another interesting tidbit from the survey's findings. For the first time, more Americans said that, if asked to choose, they would sooner drop their television connection (49%) than their Internet connection (48%).

Tags: research, social marketing, social media, social networking, television

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