Social networking takes off

NEW YORK, USA: Social interaction platforms, including MySpace and Facebook, have grown dramatically in recent years, with more people joining every day. Once a niche activity, online social networking now engages millions of consumers and has become an integral part of many people's lives. Currently, one out of every four people online visits social networking sites, according to the Consumer Internet Barometer.

The Consumer Internet Barometer -- produced by The Conference Board, the global business research and membership organization, and TNS, a world leader in market insight and information -- surveys 10,000 households across the country and tracks who's doing what on the Internet.

Says Lynn Franco, Director of The Conference Board Consumer Research Center: "Online social networking is an integral part of many people's lives and a natural extension of our means of communication which the Internet has created. The next growth wave will be expanding and incorporating these networks into our business lives."

About half of social networkers visit these sites on a daily basis. In fact, half of these people say they log on several times a day. Among other household members, those age 12 to 17 are more likely than their siblings to be daily users, with 57 percent saying they frequent social networking sites at least once a day.

People are logging onto these social networks from everywhere. While the majority of users -- more than three quarters -- logs onto social networking sites from home, they're also logging on at work, school, and public places throughout the day.

Women are more likely to frequent social networking sites than men. In general, women use the internet more than men for personal communication.

Don Ryan, Vice President, Technology and Media, TNS, sees social networking sites as integral to the new media mix, "as social networking becomes a staple in people's media experience, brands will place it alongside print, TV and search as a main advertising vehicle."

Make new friends, but keep the old

The number one reason cited by the vast majority of online consumers -- at least four out of five -- for visiting social networking sites is to be able to connect with friends. In addition, about half of all users report using sites like MySpace and Facebook to update and maintain their online profile, email, and connect with family. At least one out of five social network users logs on to blog or meet new people. Among the 30 and over working-age population, one out of eight uses social networking sites to conduct business.

The cheery atmosphere of social networking sites tends to generate more positive rather than negative experiences among users. Social networking sites' ability to facilitate new dimensions of interaction -- such as reconnecting with lost relationships or obtaining information about others -- is the most positive experience noted by the majority of consumers.

Less than half of visitors say they have had a negative experience. Among those who have, common peeves include exposure of information to strangers, lack of privacy, and lack of "manners."