Social Media Hits Critical Mass
The latest report from Universal McCann's prestigious Media in Mind (MiM) study finds that social media and Web 2.0 technologies have reached a "tipping point" and altered the way we communicate. This is among the most powerful and in-depth research into the impact of social media and communication.
"Although age is the driving force behind usage patterns of these technologies, it is clear that a fundamental shift has taken place in all of our lives about what it means to communicate in the 21st Century." -Media in Mind (MiM)
Among the Universal McCann's findings:
- 85% report relying on one or more Web 2.0 platforms to stay in touch with others
- The number of adults who report being dependent on IM, grew to 21% from 14% a year ago
- The percentage of U.S. adults who said they now rely on instant messaging,rose to 22% this year from just 9% in 2007
- 1 out of 10 U.S. adults now publish blogs, up from just 5% a year ago
- The percentage of U.S. adults who say they've never sent a text message fell to 41% this year from 49% a year ago. And among 18- to 34-year-olds, it dropped to 22% from 38%
The study also found that "mobile media also is becoming a dominant source of personal communications beyond the cell phone." In short, text messaging, along with other forms of social media are growning more and more mainstream and show the persuasive power of Web 2.0 and mobile technologies.
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