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The Taste Graph is the foundation that powers Hunch’s predictions. It is the growing, constantly-improving, massive data structure that fuels not only Hunch.com, but also partner site customization and our open API.

Our latest Infographic takes a deeper look at Hunch’s Taste Graph: what it takes to produce it, what goes into it, and how it works.  And once again, our thanks to the awesome team at Column Five Media who designed this Infographic.

Did you know that out of all social networking users 92% partake in Facebook, 29% participate on MySpace, 18% are on LinkedIn and Twitter is the least utilized network with just 13% usage? Or that males on LinkedIn nearly double the number of females, yet female usage of Twitter almost doubles male usage?

Today Pew Internet & American Life Project, a project of the Pew Research Center, launched a detailed report on how social networking affects our lives that contains these results and more surprising information.  The report includes a wealth of information from whether or not social media is making people less social in real life to detailed demographic data about U.S. usage of each network.

The goal of this report was to discover what social networking is actually doing to people in their personal offline lives.  These are the highlights and conclusions from the 80+ page report.

Who Uses Social Media Networking Sites?

Some of the initial information that Pew Internet presents relates to the social user and who they actually are by age, race and gender.

One of the most weighty stats about social networking usage is the fact that overall social networking usage has nearly doubled from 2008  to 2010.  Back in 2008 26% of adults were utilizing a social networking service (SNS) whereas 47% of adults were using a SNS in 2010.

Age

Leading the increase in social networking usage were those over the age of 35, which grew nearly twice as fast as those 18-35 in the same time period.  Only 18% of Internet users over the age of 35 used a social networking service in 2008 and by 2010 that number was up to 48%.    The average age of an adult SNS user jumped from 33 years old in 2008 to 38 years old in 2010

Gender

Typical to similar studies the report backs up the fact that social networking users skew female.  A notable change showed the discrepancy actually grew from 6% more females in 2008 to 12% more female social networking users in 2010:

Site-by-Site Breakdown

One of the most interesting elements of the report is the site-by-site statistics that showed who actually uses the various social networking sites.

Age

A few surprising stats arose from these findings, including the fact that the average MySpace user (32 years old)  is younger than both the average Facebook user (38) & Twitter (33) user.  LinkedIn skews the highest out of all the networks with users having an average age of 40.

Gender

LinkedIn is the only social network that has more men than women and the disparity is rather large with men nearly doubling the number of women.  Twitter, on the other hand is almost exactly the opposite of LinkedIn with woman making up 64% of the total users.

Race & Ethnicity

The information contained in the report shows that the vast majority of social networking users in the U.S. are white; the lack of minority participation on most networks is staggering.

African-American users have the lowest presence  on LinkedIn making up only 2% of the total users.  The highest saturation of African Americans is on MySpace with 16% of the total users.

Hispanic users are not prominent on social networking services either.  LinkedIn is comprised of only 4% Hispanics, compared to the approximate 14.5% Hispanic makeup of the national population. Hispanics do however make up 12% of both the Twitter and MySpace user base.

LinkedIn is far and away the most saturated site when it comes to white users who make up a whopping 85% of the user base.

Social Networking Usage

Much of the information that Pew Internet uncovered about social usage was expected like MySpace having users who have been members the longest, Twitter having members for the shortest time lengths, but there was some interesting data in regards to everyday usage.

The main finding in regards to usage is that Facebook is far and away the most popular social networking site.  Other sites don’t come remotely close to the popularity of Facebook.   Of all users on social networks, 92% use Facebook, 29% use MySpace, 18% use LinkedIn and just 13% use Twitter.  That’s right, people who have a social networking account are least likely to use Twitter.

Frequency

While Twitter finished in last place out of the main 4 sites the frequency of use of Twitter is quite high.  Facebook again leads the pack in frequency of use with 52% of users checking at least once a day, but Twitter is close behind with 33% of  users on the service daily:

Facebook Statistics & Usage

Facebook is a focus of this report and thorough usage data and user behavior is included throughout.

Facebook users are quite active in not only using the service, but interacting with others.

• 22% of users comment on another’s post or status
• 26% of users “like” another user’s content
• 15% of users update their own status
• 20% of users comment on another user’s photos

The most active Facebook users tend to be women.  19% of women update their status at least once a day, while men are about half that number (11%) when it comes to daily status updates:

In addition to commenting and updating statuses, Facebook users do “like” quite a bit of content.

• 44% of users in the 18-22 age range “like” content on a daily basis.
• Men are less likely to “like” Facebook content than women.  20% of women “like” content several times a day compared to just 9% of men.

Breakdown of Friend Relationships

In addition to usage, the report sheds light on the what the most common makeup of Facebook friends might be.

• 22% people from high school
• 12% extended family
• 10% coworkers
• 9% college friends
• 8% immediate family
• 7% people from voluntary groups
• 2% neighbors

Does Social Networking Hinder Real-Life Social Experiences?

The biggest question that Pew Internet wanted to answer with this report was whether or not social networking hindered off line activity and interactions.  The answer is clear, it most certainly does not.  Not only do SNS fail to retard offline growth, they actually help users develop connections and form stronger relationships in the real world.

Some of the most interesting stats that prove social networks are more than just online relationships are:

• Only 3% of users’ Facebook friends have never met in person.  While 89% of all Facebook friends have met in person more than once.
• Internet users have a much more diverse network than those who don’t use the internet.  Out of all social networks, LinkedIn users have the most diverse networks.
• The average user of a social networking site has more close ties than a non-Internet user and is half as likely to be socially isolated as the average American.
• Internet Users are more trusting of others than non-Internet users.  Facebook users are over 3 times more likely than non-internet users to agree that “most people can be trusted.”
• Social networking users may have more of a life than non-internet users.  There is a higher percentage of SNS users to partake in a community group, sports league or youth group than a non-internet user.

Other Interesting Learnings

• Private messages are not frequently used.  Only 38% of users claim to use Facebook’s private messages at once a week or more.
• MySpace users have a greater probability to take multiple viewpoints than any other social networking site.
• Internet users are more likely to know their neighbors’ names than non-internet users
• LinkedIn is the only platform that skews male.  Nearly twice as many men (63%) as women (37%) use LinkedIn. All other SNS platforms have significantly more female users than male users.

In recent years, it’s become easier and easier to publish information about yourself online, through powerful new platforms like social networking sites and photo sharing services. One way to manage your privacy on these sites is to decide who specifically can see this information, determining whether it is visible to just a few friends, family members or everyone on the web. But, another important decision is choosing how you are identified when you post that information. We have worked hard to build various identity options into Google products. For example, while you may want to identify yourself by name when you post an answer to a question in a forum so that readers know the response is reputable, if you upload videos about a controversial cause you may prefer to post under a pseudonym.

However, your online identity is determined not only by what you post, but also by what others post about you -- whether a mention in a blog post, a photo tag or a reply to a public status update. When someone searches for your name on a search engine like Google, the results that appear are a combination of information you’ve posted and information published by others.

Today we’ve released a new tool to help make it easier to monitor your identity on the web and to provide easy access to resources describing ways to control what information is on the web. This tool, Me on the Web, appears as a section of the Google Dashboard right beneath the Account details.

Savvy web users may already have used Google Alerts to set up notifications for mentions of their name or email address in websites and news stories. If you haven’t set up alerts yet, Me on the Web makes it even easier to do so and even automatically suggests some search terms you may want to monitor.

Me on the Web also provides links to resources offering information on how to control what third-party information is posted about you on the web. These include common tips like reaching out to the webmaster of a site to ask for the content to be taken down, or publishing additional information on your own to help make less relevant websites appear farther down in search results.

This is just one of our first steps in continuing to explore ways to help make managing your identity online simpler.

I’d like to share a brief demographic analysis of social networks that helps explain who uses social networks, and for what purpose.

Before diving in, I think its best to discuss where our data comes from. Amzini is a directory of over 900 social websites that are visited over 7 billion times per month, by over 900 million visitors (Compete.com). We collect demographic information on each website from Alexa.com, who uses their toolbar to provide estimations of the audience's composition for each site. On an individual site level, these statistics often must be taken with a grain of salt due to small sample sizes and Alexa's bias towards the technologically saavy crowd. However, since our statistics are deduced from 900 websites that average 9 million visits/month per site, our demographic figures provide a unique and informative new look into the social networking industry.

The demographic averages for our entire data set tell a familiar story; social networking is dominated by younger generations with no children, and online networking activity picks up in college. Now that I told you what you already know, let’s look at a categorical breakdown and heat-map featuring demographic data separated into Amzini's 11 main categories.

Age

As a whole, we see exactly what we expected... social networks are most popular among the youngest generation (18-34) and are used less frequently for each successive age group over 35. This trend is often attributed to an increased likeness for technology among youth. However, the heat map to the right highlights the important role generational differences in interests plays in creating such a young social networking demographic.

Youth ages 18-24 tend to use social networks to supplement social life, learning, and having fun. These happen to be the three strongest suits of social networking. The categories that are most popular among this age group are Friends/Dating (social life), info-sharing/education (learning), and creative arts/gaming (having fun). Combined, these 6 categories make up about 91% of the total visits per month among sites on Amzini!

The most diverse use of social networks comes from the 25-34 year old age group. This demographic tends to continue to use the services they used in college, but less often. However, as they start to have new interests (business, family), the data suggests this is the age group most likely to use online social engagement to benefit their business/career, discuss or plan travels, and share family-related experiences online.

For the demographic above 35, there is clearly some technological bias against social networking. However, the reasonably high likeliness of these age groups to use business, family, and dating networks suggests that social networking's popularity among youth may be not just be due to technological differences, but to a better fit of interests.

Questions

Social options are becoming available for more and more new interests... Do you think these networks are entering in response to a more diverse market? Or do you think the market is diversifying due to innovations that make social engagement valuable for a more diverse set of needs?

Education

The participation rate for social networks across the board tends to be higher for people with college-level education. In college, your network expands beyond your hometown and there is a tremendous amount of information shared between students. As mentioned before, social networking is a great fit for these needs, so the high use among people with college education is not surprising.

Two categories break this trend. The first, Gaming, has an unusually high participation rate among people without college experience. With an extraordinarily young following, it is likely that a high percentage of gamers are simply too young to have college experience.

The second trend-breaker, Places, has a very high participation rate among people with graduate-level schooling. This statistic can likely be attributed to the positive correlation between graduate school and income, and between income and travel.

Questions

Does it surprise you that Gaming is the only category where social networks are used more often than other sites among people with no college experience?

Gender and Children

A social network's gender is probably the demographic most strongly influenced by the community's niche. Many categories present data in line with stereotypes... Gaming is strongly dominated by males, lifestyle and family by females. There are, however, some surprises here. Dating, Places, and Business actually are used more often by females while education networks are used most by males. Are these as you expected?

The dominance of a population without children is likely strongly influenced by the correlation between age and having children. It is also likely that older generations have a decreased need to meet new people as they settle down and have kids. The obvious exception to this trend is the 'Family' category, for which having kids is often the primary reason for participation in the first place.

Browsing Location

The heat-map of browsing location reveals strong use of social networks in the workplace. This raises an interesting debate. On one hand, strong engagement with social networks at work may suggest social networking is becoming a distraction in the workplace. On the other hand, this engagement may be representative of the increasing application of social websites for practical purposes (beyond socializing with friends).

Social networking is becoming a growing asset to businesses as both a marketing and a communication tool. While extremely strong numbers for the Business and Places categories likely reflect this use, you have to wonder if lifestyle, friends, and interest networks are being used in a social context rather than just for marketing purposes.

Questions

What do you think about the use of social internet at work? Do these numbers reflect a growing importance of online communities for businesses? Or are social networks becoming a distraction for workers?

We've given some brief interpretations of this interesting data set, but there are many interesting topics of discussion that we have not covered. What story stands out to you?

Detailed Facebook Demographics
Age range Male Female
14-17 9.8% 9.1%
18-20 13.7% 13.2%
21-24 17.5% 16.6%
25-29 13.2% 11.7%
30-34 10.2% 9.7%
35-44 15.3% 15.4%
45-54 10.4% 12.3%
55-63 5.5% 7.2%
64+ 4.5% 4.8%
Source: Facebook.com ad platform. Percentages include those Facebook members who include a gender in their profiles. Data collected in May 2011.