There's a lovely little piece of research from Universal McCann that looks at social media in some detail. It covers the fundamental question of "what is social media?" (something to do with an important shift in user interaction representing the change from web 1.0 to web 2.0 apparently) to how users are consuming this type of content ("video clips continue to grow massively and penetration is huge").
The report researched at the habbits of 17,000 users from 29 different countries. It's a good read that looks at social media from several different directions.
There's a prize for the person that can guess (based on thoroughly reading the document) how many million users are estimated to be using social networking world wide.
Enjoy.
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