Addicted to Facebook, but no trust in the adverts
Facebook, which has nearly 350 million users worldwide, has nearly achieved “technological lock-in”, according to a new report from comScore.
A technological lock-in is the idea that the more society adopts a certain technology, the more unlikely users are to switch.
Andrew Lipsman, a director at comScore said that Facebook had reached this point and that it now “feeds off itself”.
According to comScore data, users spend longer on Facebook than any other social network, averaging 246.9 minutes in December, compared to 112.7 minutes on MySpace and 24.3 minutes on Twitter.
Lipsman says that the site has become “a critical mass,” but that doesn’t mean the site comes without problems.
A recent report in the Financial Times revealed that users of social networking sites such as Facebook and Twitter have suffered a 70 per cent increase in spam and hacking attacks over the past year as cybercriminals increasingly target the popular medium.
About 57 per cent of users say they have received spam messages via social networking sites, a 71 per cent rise on 2008, according to a study by Sophos, the IT security company.
About 36 per cent of users say they have received malicious software code – malware – through the sites, a 70 per cent rise.
Social network hacking is still growing at a slower rate than the sites themselves but the recent statistics could deter advertisers as users begin to question the legitimacy of offers and advertisements on the site.
Security experts say hack attacks on social networks could be particularly dangerous because people are not on guard against them.
Source: utalkmarketing.com
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