Social Media Nearly Doubles As Users Grow Older- Click here http://bit.ly/kALNnV for full article

Social Media Nearly Doubles As Users Grow Older- Click here http://bit.ly/kALNnV for full article

Social networking sites continue to bear significant presences in American lives. A recent report from the Pew Research Center shows that Facebook still remains the dominating social network site, used by 92 percent of respondents. MySpace followed with 29 percent, then LinkedIn at 18 percent and Twitter at 13 percent.

The Pew Center's Internet & American Life Social Network Site survey threw results from a sample of 2,255 adults above the age of 18. The report had a confidence level of 95 percent with a margin of error 2.5 percent plus or minus. It sought to explain the role of digital technology in people's lives, how "trust, personal relationships, and civic and political involvement" were affected from the use of social networking sites.

The number of adults using the Internet was 79 percent, and 59 percent of these used at least one social networking site (SNS), doubling the 2008 SNS figures of 26 percent. Over 50 percent of the SNS users were 35 or over, and 56 percent were female.

Ten percent of the Facebook users sent private messages and 15 percent updated their status. Around one-fifth to one-quarter of the Facebook users commented on others’ status, photos, or content.

Trust pervaded among users on Facebook, with Facebook users averaging two friends in whom they engaged in confident relationships. Social support figures were high. Three-quarters of Facebook users were genuinely involved in expressing emotional support, companionship and instrumental aid.

The Facebook users demonstrated participation in civic affairs. The survey took place during the November 2010 elections and 66 percent of the respondents reported they had intended to vote. Around 78 percent said they would "try and influence someone's vote," and 28 percent responded that they had done so.

The number of friends the average Facebook user had was 229, of whom 22 percent were from high school, 10 percent were coworkers, eight percent immediate family and 12 percent extended family. Friends from voluntary groups rated seven percent; neighbors rated two percent.

Groups of users were not defined explicitly by like-minded interests. The study identified "perspective taking" as not overall significant. Adults were at least 64 percent able to tolerate different or discordant views.

The study shows that SNS continues to grow significantly in the lives of Americans. Business marketers will do well to understand and appreciate internet social networking as a real force with bearings on the world of commerce.