Rajiv - thanks for the linkage. Yup, this whole 11% thing is really critical in designing social media strategy. To dig a little deeper into specific brands and markets, check out the technographic tool on Groundswell.
The largest voter drive in recent memory was an SMS registration campaign on Green Day's "American Idiot" tour. If pollsters think these new voters aren't on Myspace or Facebook about once a day, they're insane.