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Study: Social networking usage

Vancouver-based Ipsos Reid has released a Canadian Interactive Reid Report study on Canadians' use of social network websites. According to the results, 50% of all Canadians and 60% of online Canadians have a social networking profile, an increase of four percent from two years ago. Of users between the ages of 18 and 34 years, 86% have a profile, while 62% of those between the ages 35 and 54 have a profile and 43% of those over the age of 55 have a profile. Forty-five percent of respondents visit a social networking site a least once a week, while 30% visit one daily. These figures are up from 35% and 19% two years ago. Online women are more likely than men to visit a social networking site at least once a day; 37% compared to 24%. Facebook remains the most popular site, with 86% of users having a profile there. The number of Canadians with a Twitter account has grown from less than one percent in 2009 to 10% last year and 19% today. The number of respondents with a LinkedIn profile has increased from six percent in 2009 to 14% today. Also, 48% of Canadian social network users "like" or "follow" at least one brand or company through these sites. "There have been some suggestions in the media recently that social networking is leveling off in industrialized countries," said Steve Mossop, president of Ipsos Reid's western Canada division. "While the number of Canadians accessing online social networks may be peaking, the engagement in this platform has not diminished. In fact we continue to see dramatic increases in usage. The first five years was about building awareness and usage around socializing, and consumers responded positively. The next five years will be about commercialization of social networking. Companies who understand, and enter this space will gain a whole new way of interacting with and engaging their customers."

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