The Infinite Dial 2012: Navigating Digital Platforms

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Facebook, the dominant social media platform in America, increased its penetration in 2012. Today 54% of Americans 12+ have a personal profile on the service, up from 51% in 2011. As observed in 2011, much of that growth stemmed from increased usage by older demographics (45+) while the service continues to be nearly ubiquitous among online Americans aged 18-44.

This and other important findings were revealed in The Infinite Dial 2012: Navigating Digital Platforms webinar. This landmark series has offered an unparalleled view of digital media trends since 1998 and has become a highly anticipated report each spring.

Some of the other trends highlighted in the study were:

• America’s increasing adoption of smartphones
• A doubling in ownership of Apple iOS devices
• The ongoing growth of social media, especially among adult demographics

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Last updated: 4.10.12

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