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Social network - Part 3: Facebook still rules
Some new twists and turns, and yet more growth
Once again, in 2010 Facebook reigned supreme, and remains by far the social networking platform of choice for Canadians, as it has been since the first Bridge survey in 2007. Facebook's performance in the 2010 survey includes the following highlights:

More friending: Users across all five of the survey's segments reported having the highest number of connected friends on their Facebook account (mean number: 137) compared to the other networking sites they use; in fact, of the five main networking sites, Facebook was the only one that did not show a decline in the number of friends. This suggests that the 'multiplier effect' of connecting with "friends of friends of friends" via Facebook is higher than anywhere else online.

Social Network Memberships - Friends/Followers per Site (2010/2009)

More Face time:
 From the heaviest users to the lightest, social networkers in all five of The Bridge's user segments spent more time on Facebook than on any other networking platform.

Facebook 8.6 13.0 6.8 12.8 9.1 4.8
MySpace 3.9 5.8 1.8 2.7 2.5 1.1
LinkedIn 2.2 2.1 2.7 1.0 1.3 1.6
Windows Live/
MSN Spaces
5.7 5.1 3.4 8.6 1.8 4.2
Twitter 3.5 4.8 1.9 2.1 1.4 1.3
Total Mean Hrs./Wk 11.6 22.9 9.9 21.0 9.4 5.6

For the Young, the Younger, and the Young at Heart: Facebook remains a predominantly a youth/young adult phenomenon, with penetration rates reaching 73% in the 13-17 year-old category and saturation point among 18-34-year-olds (some would say it is the default identity card for this cohort!). Yet at the same time Facebook begins to plateau in the key youth sectors, membership rates in the 35-54-year-old cohort have climbed dramatically - from 1,351 in 2008 to 4,701 in 2010, representing 46% of this age group segment of Canada's online population.

Is The Bridge right for your organization? For information on this and other syndicated surveys conducted by ZINC Research, contact Brian Singh at: