CorpComms Magazine

Social networking is no longer confined to the younger generation but has become a mainstream media activity with many Americans over the age of 35 setting up profiles and connecting with friends via social media sites, according to a new study by market analysts Arbitron Inc and Edison Research.

Both membership and usage of the networks have skyrocketed in recent months. America is championing the digital cause, with 48 per cent of her citizens over the age of 12 now holding a profile on at least one social media platform, double the figure from two years ago. And of these US users 30 per cent now check their pages several times a day, up from just 18 per cent last year.

Whilst teens are the trail-blazers boasting a 78 per cent membership rate, grown-ups are not to be left far behind, with two thirds of 25-34 year olds and over half of 35-44 year olds holding at least one profile.

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