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2010 Social Media Matters Report: Majority of Top Media Destinations Are Social

Social.montage According to research conducted by BlogHer and iVillage2010 Social Media Matters Study,” co-sponsored by The Nielsen Company and Ketchum, social sites are now a frequent destination for nearly three-quarters of Internet users.

Social Media Matters 2010

Respondents’ top daily media activities were social as well. Watching television is still on top, but Facebook was the next most common media destination visited every day.

The study found similar rates of usage among men and women, and pegged the percentage of weekly social media users at 73% of the online population.


Here are some of the other key findings in the 2010 Social Media Matters Study:

  • Blogs trail only search engines as the preferred media source for product-purchasing information for BlogHer users.
  • Among BlogHer users, 96 percent read blogs weekly or more often.
  • BlogHer users are more active than average women across the board on blogs, Facebook, and Twitter.
  • As for iVillage users, message boards and forums were second only to conversations with friends and family as the preferred source of product-purchasing information.
  • 73 percent of respondents from the iVillage community said they share topics on message boards and forums that they would not share on social networks. Of those, relationships (61 percent), health (45 percent), and work-related issues (39 percent) were the top topics they would not share on social networks.
  • 31% higher than the total online population for Gen X generation
  • 3.6 percent of iVillage community members post on message boards or forums every day.

Related: Millennials, Men Watch Most Online TV

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