Report: Social Media More Than a Fad

This will come as no surprise to Search Engine Watch readers, but a new study from iProspect shows that social media sites are growing into a viable marketing channel, and are more than just a fad among teens.

The iProspect Social Networking User Behavior Study, conducted by Jupiter Research, finds that 1 in 4 adult Internet users regularly visited the most popular social networking sites in the past year, and 1 in 3 Internet users report that their purchase decisions have been influenced by sites with social content.

"People tend to talk about a new technology well ahead of its actual adoption. And for sure, you can still reach two or three times as many people through Google, Yahoo, or MSN. But there is more to life than Google, Yahoo and MSN," said Rob Murray, president and CEO of iProspect. "Social media is about engagement with the audience. It's not a reach game."

About the author

Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.

Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.

With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.