Social networking sites are seen as a ‘global consumer phenomenon’ and, as already noted, have
experienced an exponential rise in usage within the last few years [12]. Of all Internet users,
approximately one-third participate in SNSs and ten percent of the total time spent online is spent on
SNSs [12]. In terms of usage, the results of the Parents and Teens 2006 Survey with a random sample
of 935 participants in America revealed that 55% of youths used SNSs in that year [19]. The main
reasons reported for this usage were staying in touch with friends (endorsed by 91%), and using them
to make new friends (49%).