Experian Simmons 2010 Social Networking Report

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2010 Social Networking Report June 10, 2010 © 2010 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian Information Solutions, I
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   ©2010 Experian Information Solutions, Inc. All rights reserved.Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc.Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified,or distributed in any form or manner without the prior written permission of Experian Information Solutions, Inc. 2010 Social Networking Report June 10, 2010  2  ©2010 Experian Information Solutions, Inc. All rights reserved. 2010 Social Networking Report Experian Simmons Forward thinking marketers leverage the power of social networking sites like Facebook,MySpace, Twitter and more to connect to consumers in a more personal and meaningfulway. That's why Experian Simmons is focusing on social networking in this issue ofConsumer Insights, featuring the freshest insights available from the latest Simmons NewMedia Study.The 2010 Social Networking Report provides the hard data behind this consumerrevolution, including the fact that fully 66% of online Americans use social networkingsites today, up from just 20% in 2007. Social networking is an increasingly addictiveactivity, with nearly half of those who access such sites (43%) reporting that they visitthem multiple times per day. While users of social networking sites may have initiallysigned up to better keep in touch with friends, a growing number say they now use siteslike Facebook to connect with family members. An astounding 70% of social networkerskeep in touch with family via their various online networks, up from 61% a year ago.  3  ©2010 Experian Information Solutions, Inc. All rights reserved. Social Networking continues to grow Visited a social networking site in the last 30 days 20%53%66%88%82%38%69%52%16%41%27%7% Fall 2007Fall 2008Fall 2009 All adultsAge 18-34Age 35-49Age 50+ Fully two-thirds of all online adults today have visited a social networking site in the last 30days, up from 53% in 2008 and 20% in 2007. Social networks have most thoroughlypenetrated the young adult market, as nearly 9-in-10 online 18-to 34-year-olds visit suchsites today. But even older Americans are tapping into social networks, with 41% of onlineadults age 50 and older making monthly visits to sites like Facebook, MySpace and Twitter. Base: online adultsSimmons New Media Study, Fall 2009, Fall 2008, Fall 2007.  4  ©2010 Experian Information Solutions, Inc. All rights reserved. Social Networking synonymous with Facebook Online adults who visited facebook.com last 30 days 50%40%30%20%10%        1       /       0       7       /       0       8       3       /       3       1       /       0       8       6       /       2       3       /       0       8       9       /       1       5       /       0       8       1       2       /       0       8       /       0       8       3       /       0       2       /       0       9       5       /       2       5       /       0       9       8       /       1       7       /       0       9       1       1       /       0       9       /       0       9       2       /       0       1       /       1       0       4       /       2       6       /       1       0 The rise of social networking tracks closely with that of Facebook. As of April 26, 2010, 46%of the U.S. online adult population reported having visited Facebook in the past 30 days. Base: online adultsSimmons DataStream; 4 week-moving estimate
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