Social media now accounts for nearly a quarter of total time spent on the Internet, far surpassing email, which was once by far the number one use of the Internet. Social media use is also shifting significantly to mobile — nearly 40 percent of social media users access social media content from their mobile phone (but still only 3% from iPads). These are some of the tidbits from Nielsen’s new Social Media Report, which looks at trends and consumption patterns across social media platforms in the U.S. and other major markets, exploring the rising influence of social media on consumer behavior.
Other highlights from the report include:
- Four out of every five Internet users access social media or blogs (no big surprise there)
- Nearly all social networking sites skew female, except LinkedIn. On Facebook, 62 percent of page views are from females
- At over 53 billion total minutes during May 2011, Americans spend more time on Facebook than they do on any other website
- More women view video on social networks, but men watch longer
- Tumblr is an emerging player in social media, nearly tripling its audience from a year ago
- Internet users over the age of 55 are driving the growth of social networking through the Mobile Internet
- 70 percent of active online adult social networkers shop online, 12 percent more likely than the average adult Internet user
- Across a sample of 10 global markets, social networks and blogs are the top online destination in each country, accounting for the majority of time spent online and reaching at least 60 percent of active Internet users
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