One out of four online users are visiting social networking sites. This, according to a survey conducted by the Consumer Internet Barometer which is being reported on by MarketingVox. Such a high number is a testament to the popularity of sites such as MySpace and Facebook. This also suggests that “Online social networking is an integral part of many people’s lives and a natural extension of our means of communication which the internet has created. The next growth wave will be expanding and incorporating these networks into our business lives,” according to Lynn Franco, Director of The Conference Board Consumer Research Center.

Some of the findings of the report were:

• About half of social networkers visit social-networks sites on a daily basis - and half of them (or roughly a quarter of all social networkers) say they log on several times a day.
• Among household members, those age 12-17 are more likely than their siblings to be daily users, with 57% saying they frequent social networking sites at least once a day.
• Most users - more than three quarters - log onto social networking sites from home, but users also log on at work, school, and public places throughout the day.
• Women are more likely to frequent social networking sites than men; in general, women use the internet more than men for personal communication.

Don Ryan, VP of Technology and Media at TNS, said social networking sites are integral to the new media mix: “As social networking becomes a staple in people’s media experience, brands will place it alongside print, TV and search as a main advertising vehicle.”