Let’s start with the credits. This report into how social media is part of our lives is entitled the “Pew Research Center’s Internet & American Life Project”.
It was written by: Keith N. Hampton, Lauren Sessions Goulet, Lee Rainie and Kristen Purcell. The site link is: http://pewinternet.org/Reports/2011/Technology-and-social-networks.aspx
This is a long report at 85 pages, but worth reading for a detailed insight into social media, admittedly, in the US. Her are some points, mainly about Facebook:
• Users of social networking sites have doubled since 2008; the average age of users is getting older
• Facebook users are trusting and have more close relationships.
• Facebook users are more supportive and politically engaged
• Facebook users revive dormant relationships. Not surprisingly, social network sites are used to maintain close social contact
If your market is closely lined to social networking, put aside some time to read the entire report in detail.