Infinite Dial: More Social Networking More Often
April 2, 2010 at 2:21 PM (PT)
ARBITRON and EDISON RESEARCH's Infinite Dial 2010 national survey has found that the percentage of Americans who have a profile on one or more social networking websites has risen from 34% to 48%. 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 use these sites at least "several times a day," up from 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," ARBITRON SVP/Marketing BILL ROSE said. "For millions of Americans, social networks are becoming as important as ‘traditional media’ networks, which is having a profound impact upon how people discover information and share content," added ” EDISON RESEARCH Pres. LARRY ROSIN.