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BizReport : Social Marketing : July 08, 2010

Facebook: It's addictive

Facebook is now on-par with chocolate, shoe shopping and chatting with friends where women are concerned. While most women only joke half-heartedly about being addicted to shoes, chocolate or chatting, they aren't joking about a new addiction: social networking. Specifically, hanging out on Facebook.

by Kristina Knight

New research from Lightspeed Research indicates that many women are addicted to the social network - just as many are addicted to chocolate. The study was conducted on behalf of Oxygen Media Insights Group; researchers found that about 39% of women were self-proclaimed 'addicts' of Facebook.

Full details from the report may be downloaded here.

Over half of respondents (57%) said they 'talk' more on Facebook than they do in person and one-third say they check Facebook before doing anything else during their daily activities.

This could be an indicator as to why Facebook continues to show strong growth even as privacy concerns continue to take center stage.

How are women using Facebook?

• 63% report using the social network as career networking
• 48% look to Facebook for news and information rather than actual news hubs
• 42% are sharing their daily lives a bit too much - by posting photos of themselves intoxicated
• Just over half say Facebook shouldn't be trusted with private information

Also of interest, the study finds that nearly 60% of women between ages 18 and 34 are texting more than they are talking an find it acceptable to date people they 'find' on Facebook. Still, all is not rosy with Facebook's self-proclaimed addicts. Most believe everything they post to Facebook will 'live on forever' and agree that they won't post things they wouldn't want their parents to read.

Tags: Facebook, Lightspeed Research, Oxygen Media Insights, social marketing, social networks, women

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