Focusing on Social Networks

AUGUST 18, 2009

They do it all

Universal McCann’s “Power to the People: Social Media Tracker” study, now in its fourth year, indicates that social networks continue to climb in popularity around the world. But the research firm believes a change is happening in social media: Internet users are “starting to focus their digital life” around single networks, rather than around many specialized tools with social features.

The study found a major increase in the percentage of US Internet users with a social network profile between 2008 and 2009. This year, 59% of active Web users—those with access at least every other day—reported having a profile, up 16 percentage points. Previous gains were in the single digits.

US Internet Users Who Have Created a Social Network Profile, 2006-2009 (% of respondents)

eMarketer estimates that 44.2% of all Internet users in the US are social network users, meaning they log on to such sites at least monthly. Logically, Universal McCann’s figure is higher, since its respondents may have created a profile but use social networks less often.