Nielsen Claritas studies social marketing users

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Social media, meet Karl Marx. According to Neilsen Claritas, which analyzes in-depth data segmentation of consumer behavior, social networking users who are more affluent than two-thirds of the nation's population are 25% more likely to use Facebook. Thirty-seven percent of the lower third prefer MySpace. The study probed the seven most-visited social media sites and platforms: Blogger, ClassmatesOnline, Facebook, LinkedIn, MySpace, Twitter and WordPress. Findings predicated that Facebook users are more likely to use LinkedIn for professional networking than those on MySpace, while “Bloggers” and “Twitterers” on average live in urban areas (Chicago, Los Angeles, New York, San Francisco).“ Nielsen's online data show that about half of the U.S. population visited a social networking Web site in the last year, and that number grows every quarter,” said Wils Corrigan, associate VP-research and development at Nielsen. An iStrategyLabs report in July also concluded that while U.S. high school- and college-age demographics have declined over a six-month period, Facebook's reach among the 55-and-older sector has exploded, recording a staggering 513.7% increase in usage within the same period. —Tanya Meyer
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