• by Augie Ray , November 11, 2010

Six weeks ago, Forrester published a report some found shocking: "The Global Update of Social Technographics" noted that "social behaviors that require creating content have seen no substantial growth in adoption since 2009; in fact, some behaviors have experienced attrition." After years of tracking substantial year-over-year growth in consumers social behaviors, it seems the social train has ground to a halt. I wrote about the topic, but this did not seem nearly sufficient for such an important change in the most significant trend to hit marketing since the Internet went public in 1995. To further examine the trend, Forrester published the report "Fight Social Media Stagnation."

The data speaks for itself -- since 2007, every category of Social Technographic behavior (other than Inactives) demonstrated constant growth each year, but in 2010 that trend changed. Why? In part because we're now reaching a point of social media saturation. With Joiners (those who maintain a profile on a social network) currently encompassing 59% of U.S. online adults, it is inevitable that the growth of social behaviors would slow. The social media battle for the hearts and minds of U.S. consumers has been fought and won!

But there's more to the plateauing 2010 Social Technographics than just an approaching point of saturation. Forrester data demonstrates a growing apprehension over privacy in social channels with a significant one-year jump in older adults who are "very concerned about my privacy on social networking sites."

Are you more concerned about your privacy in social networks than a year ago? Have you seen brands taking action to earn your trust or protect your privacy? If so, please share your insights and experiences in the comments section.