According to the August/September 2008 Insight Report from MarketTools, 68% of Americans who spend time online regularly visit blogs, online communities or social networks. That’s staggering, especially when you consider that the number of online Americans that engage in product research online to help them make purchase decisions is just 33%.
Check out the demographic breakouts and more details on the study here.
One thing the study doesn’t cover, but I’d like to know: What is the percentage is of online Americans who have received a product recommendation through a social network (like Facebook, etc.) have gone on to purchase that product?
Also, if only 68% access social and/or community sites and just 33% are do research on products, what do 100% of online Americans do on the internet? General research? Access email? Search for news?