The percentage of Americans who have a profile on one or more social networking web sites has surged to nearly half (48%) compared with 34% in 2009, according to the new Infinite Dial 2010 national survey from Edison Research and Arbitron.
The study also revealed that 30% of Americans 12 and older who have a profile on at least one social networking website use these sites at least “several times a day” compared with only 18% a year ago. “The growth in the number of Americans with profiles and the frequency in which they check their personal pages reflects how social networking has transformed the online experience in the past 12 months,” said Bill Rose, senior vice president of marketing at Arbitron. “For millions of Americans” said Larry Rosin, Edison Research President, “social networks are becoming as important as ‘traditional media’ networks, which is having a profound impact upon how people discover information and share content.”
The findings come from a national survey of 1,753 persons ages 12 and over.
Join us for the debut of "The Infinite Dial 2010: Digital Platforms and the Future of Radio." It’s a free, one-hour webinar on April 8 at 2PM Eastern.
The “Infinite Dial” series has offered an unparalled view of digital media trends since 1998 and has become a highly anticipated report each spring. Other trends we’ll explore in The Infinite Dial 2010 include the growing amount of iPod/MP3 use in the car; the astounding growth in social networking, particularly among older Americans; the latest trends in online radio, as well as consumer attitudes towards HD Radio and satellite radio
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