In looking at how social networks affect the activities of Web-goers, Nielsen tested its assumption that "consumption of social media decreases email use." The outfit set up four test groups based on the amount of time they spend engaging social media. Three groups were labeled low, medium, and high consumers of social media, with the fourth group being those who didn't use social sites.
Researchers also believe that connections made through social networks often extend to email, phone conversations, and even in-person meetings. Nielsen is planning to take a deeper look into the correlations between platforms. This study comes after the firm's recent findings that social networks and blogs are more popular than email.