Social Networking Users Demand for a Single Place for their Digital Identity

Power To The People: Wave 4 Social Media Study by Universal McCann

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Good Material to support our Marketing Plans. This Universal McCann research is conducted every year and this is the 4th Wave. Social Media is taking the web planet by storm but now is the time where it seems active internet users - those accessing at least every other day - are looking for the "one place" for their digital identity rather than spreading around various specialized social sites.

Just a few numbers to give you a clue:

1. 62.5% of active internet users (16-54 years old) have created a social profile in 2009,
2. 71,1% have visited a friend's home page.
3. 81.5% of Social Networking Users did message friends,
4. 76.3% uploaded photos,
5. 74.3% found old friends
6. 56.4% found new friends
7. 47.9% joined a group

We should provide these influencing people ways to populate their unique digital profile with ways to engage and maintain dialog with our brands in different form factors. Video is still the #1 form factor, but "instant UGM news" is ramping up as twitter's success attests and Facebook acquiring FriendFeed - that I started to use recently - reinforces as well.