Social Networkers More Likely to Own Technology (thanks for the epiphany)

The venerable Ipsos research empire continues to pump out excellent, valuable, insightful research on a regular basis.

And then there's this - quite possibly the silliest piece of research fluff I've encountered in quite some time.

The announcement, titled "Social Networking Primed To Go Mobile," demonstrates an absolutely masterful grasp of the blindingly obvious, summed up in this wonderful line:
"Social Networkers are significantly more likely to own technology, consume more digital entertainment, and own more mobile devices."
No. Really?

Amongst other less-than-startling revelations is the fact that 59% of US "social networkers" have used a mobile device to browse the Internet for news or information, compared with only 39% of respondents who reported that they had never visited a social network site (which makes them "non-social networkers," I guess).

The definition of "social networkers" here is really quite stunningly loose. Based on data collected during Ipsos' annual "Face of the Web" survey in November and December, 2006:
Respondents were asked if they ever visited a social networking website (MySpace, Friendster, Cyworld, Mixi). Those who answered “yes” are classified as social networkers and are compared against those who answered “no.”
So now you know. The full report (all 30 pages!) is available for a mere $2,000 and will, apparently, provide subscribers with "an in-depth understanding of the key differences in behavior and digital media consumption between those who visit social networks, and those who do not."

On the basis of the summary provided in their news release, I think I can live without reading the other 29-odd pages. But if anyone happens to have a copy of the full thing and thinks I'm misrepresenting what is actually an insightful and useful block of research, I'd be happy to be corrected.