Study Says Almost Half Of Americans Use Social Networks

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, Arbitron Inc.

"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:

• 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.

Other key findings:

• 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 percent).
• 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.