Facebook continues to dominate New Zealand's social media scene, but surveyors are planning to find out more about the success of the biggest social climber, business-focused service Linkedin.
UMR's monthly Online Omnibus survey of 1000 people last month showed 76 per cent were on Facebook, with no sign of its dominance eroding.
Linkedin was the next highest, on 29 per cent, and was the fastest growing, up from 12 per cent last year.
Twitter users were third, on 19 per cent, up from 12 per cent.
"With almost two thirds of Twitter users using it less than once a week, we are clearly well behind the US in terms of the use of Twitter as a mass-communication tool," said UMR research director Gavin White.
Twitter was successful in the US, probably because of the larger population there, he said.
In New Zealand Twitter seemed to be attracting people who are already pretty active in social media. It was an addition rather than a replacement, he said.
UMR was planning to collect more information on how people use Linkedin, but the suspicion was people were not using it all that often, Mr White told NZ Newswire.
More people joining Facebook was put down as the reason behind the average number of Facebook friends rising 22 to 146.
Sixty-seven per cent said they were friends with someone they hadn't seen since school.
Forty-one per cent said they were Facebook friends with someone they had never met in person. Mr White said that could be down to people taking part in online communities and becoming friends with others.
He speculated that most people don't cull their Facebook friends very often and remain friends with people despite not contacting them, or even if their profiles become defunct.
"We might get to a situation where the average number of Facebook friends keeps growing, but the number of people we're actively in contact with on Facebook actually falls."