03.02.2009
Social Network User Demographics
JANUARY 27, 2009
Adults constitute the bulk of social
networkers, but use still skews young.
The share of adult Internet users who
have a profile on an online social network site has more than quadrupled since
2005, from 8% to 35%, according to a November-December 2008
Pew Internet & American Life Project survey.
Pew said adults still make up the bulk
of social networking site users. But younger online adults were much more
likely than their older counterparts to use social networks, with three-quarters
of those ages 18 to 24 using the sites, compared with just 7% of Internet users
ages 65 and older.
While Pew measured adult Internet
users who had created a profile on a social networking site, the potential
audience for social networking is much larger if occasional visitors are
included. In September 2008, 70.2% of US Internet users ages 15 and older
visited an online social network, according to comScore World Metrix.
"The ongoing headache for marketers is
that social networking is such a powerful consumer activity, but incredibly
challenging as a marketing medium", said Debra Aho Williamson, senior analyst
at eMarketer.
Fonte: www.emarketer.com
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