"While 83% of the Internet population (ages 13 to 54) participates in social media – 47% on a weekly basis – less than 5% of social media users regularly turn to these sites for guidance on purchase decisions in any of nine product/service categories. In addition, only 16% of social media users say they are more likely to buy from companies that advertise on social sites.

Knowledge Networks surveyed Internet users between the ages of 13 and 54. Eight-three percent of those surveyed said they participate in social media Web sites, 47 percent on a weekly basis. The study also shows that:

• 34 percent of social media users report using these sites or features more often now compared to a year ago, while 18% said they use them less
• just 1% of the total online population – and the same proportion of social media participants – uses Twitter once a week or more
• 60% of social media participants say they only access these sites and features at home"