According to a recent survey from Arbitron and Edison
Research, nearly half of Americans age 12 and older have a profile on one or
more social networking
Web sites. The study also revealed that the use of social networking sites is
not limited to youth: Approximately 78% of teens and 77% of 18 to 24-year-olds
have personal profile pages. Nearly two-thirds of Americans between the ages of
25 and 34 have personal profile pages.
Not only are more people using social networking sites in
general, but they're also using them more frequently. The study suggests that
30% of Americans with a social networking profile access the social networking
Web site several times a day. One year ago, only 18% of the same group said
they used the site multiple times a day.
"The use of social networking sites has expanded beyond
younger consumers, with substantial numbers of Americans over the age of 35 now
using social media," said Bill Rose, Senior Vice President of Marketing,
"Social networking has become a part of mainstream
media behavior," said Tom Webster, Vice President of Strategy and
Marketing, Edison Research.
The study also found some interesting facts about Internet access,
radio, and mobile phone use:
Key Findings about
Radio and Digital Platforms:
Other key findings:
- Nearly one in four
Americans has listened to audio from an iPod or other MP3 player connected to a
car stereo: Although consumers often have to deal with myriad adapters and
other barriers to in-car listening, 54 percent of iPod/MP3 player owners have
listened to their device in their car; this equates to 24 percent of all
persons age 12 and older having listened to an iPod™, iPhone™ or other MP3
player while connected to a car stereo.
- Three in ten 12 to
24s are "very interested" in online radio in the car and on mobile
devices: Among those age 12 to 24, 30 percent are "very
interested" in listening to online radio in-car, while 28 percent are
"very interested" in listening to online radio on mobile devices.
- Consumers say radio
station Web sites are improved but TV and print sites are leading the local
battle: Nearly half of people age 12 and older give credit to radio for improvements
in their Web sites. Forty- eight percent say that radio station Web sites
have gotten more interesting compared to 17 percent believing them to be worse
or less interesting. However, monthly visitation to radio station Web
sites (16 percent) among persons 12+ lags visitation to local TV and local
newspaper Web sites.
- The Internet passes
TV as most essential medium in Americans' lives: For the first time, more
Americans say the Internet is "most essential" to their lives when
given a choice along with television, radio, and newspapers; 42 percent
chose the Internet as "most essential," with 37 percent selecting
television, 14 percent choosing radio, and 5 percent said newspapers.
While television still leads among those over the age of 45, Internet
dominates among younger persons age 12 to 44.
- More than six in ten
households with Internet access have a Wi-Fi network at home:
Sixty-two percent of homes with Internet access have wireless network set-ups
in their homes, more easily enabling the consumption of digital media in any
room of their home, as more and more devices feature built-in Wi-Fi such as the
new Apple iPad™.
- Texting has become a
daily activity for nearly half of all mobile phone owners: Nearly
half of mobile phone owners (45 percent) age 12 and older text multiple times a
day. Three quarters of teens (75 percent) and persons age 18 to 24 (76
percent) text multiple times a day compared with nearly two thirds (63 percent)
of 25 to 34s; and four in ten (42 percent) 35 to 44s and 45 to 54s (37
- Broadband access has
leveled and growth has stabilized for some digital platforms: Growth of
residential broadband has leveled off, with 84 percent of homes with Internet
access having broadband connections. The slower growth of residential broadband
is associated with little year over year change in weekly usage of online radio
(17 percent) and online video (29 percent). The study suggests that
expanded use of use of mobile devices and in-car Internet may spark the next
wave of growth.