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. Furthermore, there has also been a dramatic shift in how frequently Americans check social networking sites.
The study 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.”
These findings come from a national survey of 1,753 persons ages 12 and over. This is the 18th in a series of studies Arbitron and Edison have conducted since 1998 on topics relating to the Internet and New Media. The complete study will be presented in a webinar on April 8th at 2:00 pm and interested parties can register at www.arbitron.com or www.edisonresearch.com.
RBR-TVBR observation: We have the anecdotal evidence right here, with every staffer of RBR-TVBR active in at least one social networking community. Even our executive editor, who had resisted the whole movement for so long, is now on two.