The percentage of Americans age 12 and older who have a profile on one or more social networking Web sites has reached almost half (48 percent) of the population in 2010, according to the new national survey from Arbitron Inc. and Edison Research, "The Infinite Dial 2010: Digital Platforms and the Future of Radio." This is almost double the level from two years ago (24 percent in 2008).
The new study also reveals that consumer use of social networking sites is not just a youth phenomenon. While nearly eight in ten teens (78 percent) and 18 to 24s (77 percent) have personal profile pages, almost two-thirds of 25 to 34 year-olds (65 percent) and half of 35 to 44 year-olds (51 percent) also now have personal profile pages. The study also shows that 30 percent of Americans age 12 and older, who have a profile on at least one social networking Web site, use those sites "several times a day" compared with only 18 percent one year ago.