Found via RICG, Comscore says that users of social media outspend non-users. It breaks down like this:
- Facebook members: $67 online spend (average) per quarter
- Non Facebook visitors: $27
- Twitter users: $70-75, depending on how much they use it (more use = more spend)
- Average spend across entire internet users: $50
Figures are in US$, of course, but highlight the need to consider social networking sites and channels when looking at where to make advertising and marketing efforts pay off.