The Conference Board and TNS report  that while participation on social networking sites has jumped in the past year (43%, up from 27% a year ago), users view it as a means to communicate and interact  with one another rather than a way to shop for products and services or to be marketed to.

The study found that Facebook is the most popular social networking site, used by 78% of online social networkers. The next most popular are MySpace (42%), LinkedIn (17%), and Twitter (10%).

When asked with whom they would like more access/interaction with, only 14% said with favorite companies, 13% with their service providers, and 11% with athletes/sports teams.

The top concerns of social networking members — expressed by about 50% — viruses/malware, exposure of information to strangers and lack of privacy.

About the survey:  The Consumer Internet Barometer is based on a quarterly survey of 10,000 households. A unique sample is surveyed each quarter. Return rates average 70%. Data is weighted as well to reflect the latest U.S. household demographic information. The latest survey was conducted Q2 2009.

Sources:  MarketingVox, SocNets Still Not Viable Commerce Platforms, June 24, 2009, and The Conference Board news release, Social Media Explosion, June, 19, 2009.