Offline habits affected by social networking activity

A new article from eMarketer, using data from the Pew Internet & American Life Project, explains that social networks are affecting user’s offline habits.

The report shows that 31% of social network users are on Facebook several times a day, with an additional 21% using the site about once a day. This is followed by Twitter, which 20% of social network users check several times a day and 13% checking about once a day.

Users are also commenting on posts from friends just as often. 26% of female Facebook users and 17% of male Facebook users comment on Facebook posts at least once a day. Furthermore, the study found that 57% of female Facebook users and 48% of male Facebook users comment on posts at least once a week.

The April 2011 “S-Net: The Impact of Social Media” study by ROI Research also found that 60% of US social network users were at least somewhat likely to take action when a friend posted something about a product, service, company or brand on a social media site, with only 18% being not at all likely to take action.

After following a company or product on Facebook, 53% of respondents said the top activities would be purchasing the brand or company’s product and recommending the company or product.

After following a company of product on Twitter, 61% would talk about the company or product, 56% would recommend the company or product, and 58% would purchase the brand or company’s product.

Fans or followers of a brand are influenced by both what they see from these company accounts, and also what their friends say about brands or companies that they don’t necessarily follow. It’s another area for marketers to focus on -the reach they have and how their brand fans may influence their own friends and followers.

Read the full article here.