Although a very small sample, this recent study (which updates a previous study) suggests that Internet usage is much more restricted than most would think.
In particular, while Facebook is highlighted as a family/friends networking tool (which implies attempts to seriously monetise it will fail), business networking and research is much less prevalent. The community of LinkedIn is probably a good example. It started off as a useful and interesting forum to connect with people, discuss problems/questions, and research industries/jobs/etc. However it's gone through a few phases, as the question forums increasingly became a place to advertise your service or product, and more recently the same has happened with many Groups.
Still, with all of these challenges, you might reasonably expect that more people would be involved. The study suggests that internet usage is still fairly restricted in terms of depth of exposure in the general population.
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