With the widespread adoption o the Internet around the world came the rise o social networking as a globalphenomenon.
In March 2007, Social Networking as a category had a global audience o less than 500 million users,representing just 56 percent o the world’s online population. In those days, as Thomas Friedman put it, “‘Twitter’ wasa sound, the ‘cloud’ was in the sky, ‘4G’ was the name o a parking space... and ‘Skype’ or most people was a typo.”*Email reigned supreme as the king o communication channels online, and the word ‘riend’ was just beginning itsmetamorphosis rom the rigid unidimensional noun it was to the ubiquitous, transormative verb it has become.
Since then, the digital landscape has changed immensely.
Social networks, which provide platorms or online usersto connect, share, and build relationships with others online, have orever altered the lives o individuals, communities andsocieties all over the world. The growth in popularity o social networking has also created and engendered new onlineconsumer behaviors. The goal o this report is to rame the current state o social networks through the lens o how usersaround the world have grown to use them over time. A primer o sorts, this report addresses questions such as:
This report oers a comprehensive summary o the current state o social networking activity, as measured via passivelyobserved digital consumer behavior, providing essential background research and analysis or anyone trying to get a handleon the arreaching topic o social networking and its implications.