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Social media seems to have come of age as a new national survey from Arbitron and Edison Research indicates that the percentage of Americans ages 12 and older who have a profile on one or more social networking Web sites has reached almost half (48 percent) of the population in 2010.

This is about double the level from two years ago (24 percent in 2008), according to the survey titled "The Infinite Dial 2010: Digital Platforms and the Future of Radio." The study also shows that younger customers are very keen on adopting mobile digital radio.

Interestingly, socializing online is no longer limited to youth and today Americans age 12 and older have a profile on at least one social networking Web site.

"The use of social networking sites has expanded beyond younger consumers, with substantial numbers of Americans over the age of 35 now using social media," said Bill Rose, senior vice president of Marketing, Arbitron Inc.

The research firm has relevant data to support this claim.

About eight in ten teens (78 percent) and 18 to 24s (77 percent) have personal profile pages. Also, about two-thirds of 25 to 34s (65 percent) and half of 35 to 44s (51 percent) have personal profile pages. 

Thirty percent of Americans age 12 and older use social networking sites many times a day in contrast with only 18 percent a year ago.

Arbitron and Edison Research also reports and analyzes consumer use of the Internet, digital platforms and their impact on radio. Bill Rose from the firm says that despite advances of technology, Americans continue to hold radio in high regard.

About eight in ten people surveyed said that they intend to listen to as much AM/FM radio in the future as they do now.

"Younger consumers show interest in radio on mobile phones," said Tom Webster from Edison Research. "More than four in ten mobile phone owners age 12 to 24 say they would listen more to FM radio if a tuner were built into those phones."