Social Networking’s Growth & Reach
I’ve had several church pastors, communications directors and media staff ask me for some kind of statistical data to help them (and their church leadership) understand the impact, growth & importance of social networking in our culture (specifically, the United States). I continue to find bits and pieces of data in stories and news items, but today I found some very interesting information which provides a bunch of highly useful data for explaining the fast adoption rate of social networking.
The following data comes from an article by the Center for Media Research (at Mediapost.com). You can subscribe to their daily newsletters for free if you are also interested in this kind of data.
A Netpop study found that social networking has grown 93% since 2006 and 76% of US broadband users (105 million) are active contributors to the web via social media. In addition, approximately 29%, or 40 million broadband users, are regular contributors to the web specifically through social networking sites and are spending increasing amounts of their online time communicating with each other, both one-to-one and one-to-many.
In looking at the social network landscape, Netpop offers these Key findings about US social networkers:
- Social networkers in the US are most likely to be single, employed women, age 18-39 and living somewhere between Indiana and the Atlantic Ocean, or along the west coast.
- A typical social networker connects weekly with an average of 18 people one-to-one, and 110 people one-to-many.
- Social networkers spend an average of 36% of their online time talking and sharing.
- Social networkers use multiple modes to communicate and stay in touch. These include IM (Instant Messages), texts, blogs and microblogs (such as Twitter).
The Insight study reports that, of those individuals who participate in a social networking site, 71% have profiles on two or more different properties, with 26% having established four or more profiles.
Among social networkers who report having two or three profiles:
- 25.6% are 18 to 24 years old
- 23.3% are 25 to 34 years old
- 14.7% are 35 to 44 years old
- 15.6% are 45 to 54 years old
- 18.4% are 55 to 64 years old
Among people with four or more profiles:
- 31 percent are between the ages of 25 and 34
- 14.1 percent are 55 to 64 years old
Source: Netpop Connect Social Networkers US, December 2008
There’s some really interesting data in there that shows the trending towards online communications habits. The fact that we’re seeing a wide cross-section of age demogrpahics using multiple online profiles (such as a combination of Facebook, Twitter, MySpace, Ning, etc.) is shattering the myth that only “young people” are using these online tools. Certainly, there’s a larger percentage of younger generations using it, but that’s to be expected. What’s most intriguing to me were the numbers of those even up to 64 years old who are leveraging these 21st century digital tools.
Posted on February 26th, 2009, by Anthony Coppedge