The integration of social media into American lives has created a world that is simultaneously expanding and narrowing, making it easy to create connections with people and businesses around the world—and in the immediate vicinity—while sometimes behaving in ways one wouldn't in person, according to a recent study by Euro RSCG Worldwide.

The Blending of Online and Offline Worlds

In social media, consumers use a combination online and offline elements to create the social interactions they want. Nearly half of consumers (48.7%) say interaction through electronic means is more convenient than face-to-face, while 27.6% say social media enhances their offline social life.  Moreover, nearly 40% say social groupings online can be truly social.

The old images of sad antisocial types appear to have dissipated as well, with 57.6% of consumers disagreeing with the idea that online socializing is for antisocial people.


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Study Explores 'Social' in Social Media

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