• Adweek, Friday, October 24, 2008 11:30 AM

Does it sometimes feel like everyone you know is on Facebook or MySpace, or possibly both? A new study suggests you're not just imagining it. According to Forrester Research, 75% of Internet users now participate in some form of social networking. That number represents a huge spike in social networking -- up 56% over 2007.

But adoption rates were not even across activities. For example, Forrester found large growth in participation among those reading blogs and writing product reviews, from 48% to 69%. But only 19% use RSS feeds or tag Internet content, up just 12% from a year ago.

Of course, Forrester says such growth will soon plateau "The novelty of today's social technologies will eventually wear off." writes analyst Josh Bernoff. "But consumers will expect marketers to continue the relationship they've formed over time and still listen to what they have to say."

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