State of the Media: Social Media Report Q3 2011

Nielsen recently released their updated Social Media Report for Q3 of 2011.

The report presents a snapshot of the current social media landscape and audiences in the U.S. and other major markets.

To quote from the introduction of the report:

In the U.S., social networks and blogs reach nearly 80 percent of active U.S. Internet users and represent the majority of Americans’ time online. The value of the time consumers spend online and on social networks and blogs continues to grow, most visible through the influence on purchase decisions. For instance, 60 percent of people who use three or more digital means of research for product purchases learned about a specific brand or retailer from a social networking site. Forty-eight percent of these consumers responded to a retailer’s offer posted on Facebook or Twitter.

As the influence of social media – and those using social media – continues to grow, it’s crucial for traditional media, retailers, brands and advertisers to understand how different consumer segments use and share content.

Some of the key findings from the report:

  • Social networks and blogs continue to dominate Americans’ time online, now accounting for nearly a quarter of total time spent on the Internet.
  • Social media has grown rapidly – today nearly 4 in 5 active Internet users visit social networks and blogs.
  • Americans spend more time on Facebook than they do on any other U.S. website.
  • Close to 40 percent of social media users access social media content from their mobile phone.
  • Social networking apps are the third most-used among U.S. smartphone owners.
  • Internet users over the age of 55 are driving the growth of social networking through the Mobile Internet.
  • Although a larger number of women view online video on social networks and blogs, men are the heaviest online video users overall streaming more videos and watching them longer.
  • 70 percent of active online adult social networkers shop online, 12 percent more likely than the average adult Internet user.
  • 53 percent of active adult social networkers follow a brand, while 32 percent follow a celebrity.
  • Across a snapshot of 10 major global markets, social networks and blogs reach over three-quarters of active Internet users.
  • Tumblr is an emerging player in social media, nearly tripling its audience from a year ago.

Make sue to read the full report on Nielsen’s website.

Click thru to full report

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