Who is influencing who?

Social media are now becoming demographically widespread. Categorising participants as `professionals’, `paid’ and ordinary users is now inadequate; online presences are far more complex than this suggests.

Who is influencing who?

Molly Flatt

Even the most intransigent dinosaurs have abandoned the assumption that social media involves emotionally incontinent American teens videoblogging about celebrities.

This spring, Nielsen announced that the biggest growth in Facebook is coming from 35-to-49-year-olds (up 24.1 million), with twice as many 50-to-64-year-olds joining as under-18s. eMarketer has reminded us that China dominates the one billion global web users and that Japan is twice as active as the UK, and OgilvyOne has calculated that 456 million social media users are Asian. Gone is the assumption that these platforms are the playground of bored western teens....

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