Mass mingling

SOCIAL MEDIA: The internet is not turning us into social zombies, say trend watchers. Instead, hundreds of millions of people are using the virtual world to connect with others en masse. Mass mingling, as the trend is called, is not only a growing phenomenon; it is slowly catching the attention of businesses.

"Constant updates, GPS and mobile online access are bringing an explosion of dating, networking and socializing to the real world," writes the consumer trends firm Trendwatching. Facebook, which has nearly 500 million users, reported last December that 3.5 million events were being created monthly. Mass meetings range from concerts to seminars, festivals and other cultural events. Social-media networking is also creating what Trendwatcher calls "a truly global bar, dining and party scene".

"Social media networking is creating a truly global bar, dining and party scene"

Some firms are jumping on the bandwagon, including Microsoft. It recently hosted a secret party in Atlanta to promote its social-media-focused phone, the Kin. The firm dropped hints about the concert venue on social-media sites and word spread quickly, resulting in 1,000 people showing up at what turned out to be a hip-hop concert.

"Long-term, younger generations will be at ease with meeting like-minded souls they’ve met ‘virtually': it's a change in attitude that will fuel mass mingling even more," say Trendwatchers.