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.
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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.
And 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.
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