• by Laurie Sullivan , Staff Writer @lauriesullivan, January 26, 2010

Becoming social now ranks No. 7 as the most popular activity, behind watching online videos, according to Ali Rana, vice president of digital strategy at Dynamic Logic.

New data released at OMMA Social in San Francisco Tuesday suggests the majority of social media users are members of two or more sites. More than half of the folks say they have used Facebook more often in the last six month than in the past. People switch social networks to follow friends. People will view advertising to keep the sites free. Facebook has the higher recall of advertisers on its sites, much higher than typically seen within MarketNorms.

Taking a deeper look, Dynamic Logic's study found Facebook makes people feel connected (big surprise!). Twitter is used to inform, while Facebook connects people with pop culture. Only 13% say they follow brands. Retail at 71% represents the highest because people look for deals and coupons.