Forty Million Americans Contribute To Social Networks

People are spending more of their online time communicating and social networking sites are helping to drive this trend according to a new report from Netpop Research.


Forty million Americans with broadband connections now contribute regularly on social networking sites. The majority (76%) of broadband users are active contributors online via social media.


Among social network users 60 percent are on Facebook while 63 percent use MySpace and 34 percent use both sites.


Facebook grew 500 percent between 2006 and 2008, catching up to MySpace in regular users last year.


Social networkers use multiple ways to express and stay in touch, from IM to texts, blogs and micro-blogs. The also use multiple digital devises such as laptops, mobile devices and public computers to stay connected with their digital lives.


The Netpop study found that social networkers are avid consumers who shop for a variety of products and services, spending an average of $101 online per month. The top category is clothing and accessories (70%), followed by media/entertainment (58%) and health and beauty (57%).


To make purchasing decisions 28 percent use search engines, followed by 20 percent who visit branded sites and 17 percent use online only retail sites. Six percent use social networking sites.


In an average week, Facebook users connect with more people than MySpace users. Facebook users connect with an average of 17 people per week.


Facebook users use more devices to access the Internet, but MySpace users spend more time online (5.5 hours versus 5.1 hours).


Social networking sites turn everyday user into natural connectors, promoters and influencers. They are a critical audience to understand and engage.