Our personal connections are stronger than anything else in our lives and Facebook continues to leverage that better than anyone ever has. The real questions is if they will figure out that doing it through a web browser is not the future of this concept.
To people familiar with Facebook, this behavior, of course, is not unexpected. But what we found most interesting about it was that, for this group, social browsing had largely replaced all other forms of web browsing. Yes, these women would occasionally go out onto the broader web to perform discrete tasks: to check the weather, or to buy something online. But when it came to idle Internet time—the kind of behavior we’d typically associate with reading news, or blogs, or gossip sites, or just trolling around “killing time”—Facebook had almost entirely monopolized their attention.