Great data, this is just what I was looking for. I’m presently writing a book on social media monetization from a marketing perspective and reviewing a lot of statistics.

What’s interesting is that 11% of the US will not enable most US businesses to monetize their social media efforts. Why? By the time a business identifies who their target customer is online, what social network they can be found on and what geography they are within the actual number of target audience members usually becomes quite small.

When looking at the ROI for the amount of resource required to reach these target customers, nurture a relationship and eventually monetize results most businesses will conclude the cost and resource is too high versus other growth channels.

However, the message of the statistic is what’s more important. This is a niche marketing opportunity which year over year is seeing growth and does provide a competitive advantage for businesses that harness its potential. Thanks for a great collation of statistics and perspectives.