In its detailed report, comScore also revealed both interesting and promising insight into the social consumer and their spending habits. We are officially entering an era of social shopping, where individuals influence and are influenced by their peers within traditional social networks and a new genre of group buying or social commerce networks. Services such as Groupon, This Next, LivingSocial, ViewPoints and Milo represent what comScore dubs as Social Retail 2.0. At the very least, these networks, in addition to social powerhouses Twitter and Facebook as well as location-based content and connectivity networks such as Yelp and FourSquare represent the need for brands to think beyond their domains in order to connect their products and services to consumers where their attention and interest is focused.

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"[When] I play in Sunday-morning soccer games, I can literally spot the people who’d probably be good managers and good people to hire.... in soccer, especially if you play seven on seven, it’s more about whether you have seven guys or women who can pull their own weight rather than whether you have any stars.

So I’d rather be on a team that has no bad people than a team with stars.

There are certain people who you just know are not going to make a mistake, even if the other guy’s faster than them, or whatever. They’re just reliable."

-- Mark Pincus, Founder and CEO of Zynga