Insurers relying on social media sites for customer intelligence may need to look elsewhere, according to new research released by the Pew Research Center. Approximately two-thirds (63 percent) of American adults say they currently maintain a profile on a social networking site, notes Pew, which may be a rich landscape for insurers who gather and analyze social data to cross-sell, up-sell and investigate claims. But as social network site (SNS) users become more savvy, it may also present challenges.

As part of the Pew Internet & Life Project, the research organization released results of a recent survey revealing that nearly six out of every 10 (58 percent) adults who use social media say their main profile is set to be private so that only friends can see it; another 19 percent set their profiles to partially private so that friends of friends or networks can view them; 20 percent say their main profile is completely public.

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