â–¶ Digital Usage Explosion: A survey of digital platform usage from Arbitron and Edison Research finds that the percentage of Americans age 12 and older who have a profile on one or more social networking Web sites has reached 48% of the population in 2010, double the level from two years ago. Other findings include:
• Social Networking: Consumer use of social networking sites is not just a youth phenomenon. Personal profile pages are maintained by: 78% of teens; 77% of 18 to 24s; 65% of 25 to 34s; and 51% 35 to 44s.
• MP3 Players: Nearly one in four Americans has listened to audio from an iPod or other MP3 player connected to a car stereo: Although consumers often have to deal with myriad adapters and other barriers to in-car listening, 54% of iPod/MP3 player owners have listened to their device in their car.
• Radio: Three in 10 12 to 24s are “very interested” in online radio in the car and on mobile devices: Among those age 12 to 24, 30% are “very interested” in listening to online radio in-car, while 28% are “very interested” in listening to online radio on mobile devices.
• Internet: For the first time, more Americans say the Internet is “most essential” to their lives when given a choice along with television, radio, and newspapers: 42% chose the Internet as “most essential”; 37% selected television; 14% chose radio; and 5% said newspapers.
• Texting: 45% of mobile phone owners age 12 and older text multiple times a day. Other segments texting several times a day: 75% of teens; 76% of persons age 18 to 24; 63% of 25 to 34s; 42% of 35 to 44s; and 37% of 45 to 54s. PRN
Source: Arbitron and Edison Research