Una nota interesante del USA-VALS (TM)

In Social Media: Breaking Up

If you find that you are somewhat more disenchanted with social media than previously and would like to opt out, doing so may be harder than you think. Sites make it difficult to delete your account because the more users a site has, the more clout it has to sell advertisers. Between 2009 and 2012, GfK/MRI data indicate that the percent of Innovatorsin the heavy-internet-use media quintile is down from 37% in fall 2009 to 31% in fall 2012. The percent of all other VALS™ groups remains statistically the same for heavy internet use during the same period. Several reasons explain why Innovators' heavy internet use may be trending down. For example, the number of hours spent in an average week to qualify for heavy use has increased from 23 hours in fall 2011 to 25 hours in fall 2012. Busy Innovators may be unwilling to spend additional time on the internet if they have no compelling reason to do so—apparently spending more time on social media is insufficient. In many cases, Innovators are the first consumers to try the next new product, service, or activity and, in many cases, the first to move on when the old one no longer provides a continuously rewarding experience. Because they are not interested in internet advertising, Innovators are the most likely to resent profits that social-media websites are making from their personal information.