Digital & Social Media – Growth & Saturation

According to a study from market research group comScore, 14.5 million people in the UK visited at least one blog during the month of August, equating to 41 per cent of the country’s total online population. comScore claims that blogs are increasingly displacing traditional media usage. During August, less people read newspapers than read blogs, with 11.25 million Brits buying a paper compared to 14.5 million visiting blogs.

Mashable predicts more prominent blogs being acquired
by major media organisations. Ars Technica got scooped up by Conde Nast, while PaidContent was sold to The Guardian. Several others major blogs, like The Huffington Post, raised big rounds of venture capital instead.

Microblogging tool Twitter has grown a massive 752% in 2008, with a total of 4.43 million unique visitors in December. Also notable in the just-updated Compete stats: Facebook closed ’08 by passing MySpace in US traffic by the slimmest of margins. While other stats services still show MySpace with a significant lead, Nielsen Online – has also shown a rapid closing of the gap in recent months.

One interesting recent marketing campaign, however, suggests that social networking sites and tools have perhaps grown at such a rapid rate that a whole new set of tools and services are required to manage and filter them. Burger King’s promotion offered a free Whopper to anyone who removed ten of their friends via their “Whopper Sacrifice” Facebook application.

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