Internet marketing research firm, comScore, has just published a new white paper, “It’s a Social World: Top 10 Need-to-Knows About Social Networking and Where It’s Headed” (December 21, 2011). The report is a free download, although you need to surrender some personal data (name and contact info) to get access. The research cited in the report really shows how prominent social networking has become in the online experience — all across the globe: “Social networking is the most popular online activity worldwide accounting for nearly 1 in every 5 minutes spent online in October 2011, and reaches 82 percent of the world’s Internet population, representing 1.2 billion users around the globe.”
I have copied a couple of charts from the report below. The first shows that usage is high (basically 80-85%) across all age groups — and growing. The second chart shows the average number of hours per month per visitor. Download the report for more information.