Marketers continue to grapple with effectively allocating media in a changing consumer-controlled marketplace in which social media is a growing force. But who are these consumers using social media, what are their social-media usage patterns, and do they actually buy anything?

Social media users are likely to use more than one platform, some at a higher rate than others, according to a new analysis from BIGresearch.

Social-Media Use

For example, 60.2% of MySpace Users (those who regularly use the application) regularly use Facebook as well; on the other hand, just 24% of Facebook users also use MySpace.

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