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.


Worldwide, 62.5% of active Internet users ages 16 to 54 have a social network profile in 2009. In addition, 71.1% have visited a friend’s profile page.

As noted above, despite consolidation social media is not a one-stop shop. Universal McCann advises marketers to give consumers options when engaging them through social media. Allowing individuals to share and discuss on their platform of choice remains important.

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