Case Studies
Dec 3, 2012

The State Of Social Media 2012 [Report]

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nielsen-state-of-social-media-2012

Social media has had another big year and Nielsen highlights 2012 with its yearly State of Social Media report. Nielsen reports that 20 percent of time spent online is now from using social networks and time spent on mobile apps and mobile websites accounted for 63 percent of the year-over-year growth in overall time spent using social media.

The report has also found that 46 percent of consumers use a smartphone to access their social networking accounts while 16 percent use a tablet. TV is also becoming more of a shared experience around the world.

As of June 2012 33 percent of Twitter users actively tweeted about content on TV. In the US 44 percent of tablet owners and 38 percent of smartphone owners use their devices daily to access social media while watching TV.

Compared to the Middle East and Africa 60 percent of respondents say they use their mobile devices to access social networks while watching TV. Businesses utilizing social platforms for customer service has also become increasingly important as nearly half of US consumers reach out directly to brands and service providers on networks such as Facebook or Twitter.

When it comes to advertising on social media attitudes and perceptions are still evolving. Roughly one third of users find ads on social networks more annoying than other types of internet ads. More than 25 percent of Nielsen respondents say they are more likely to pay attention to an ad if shared by one of their trusted connections. The same percentage of social media users are also okay with social networks using their profile information to better target ads for them.

Here are some other stats from Nielsen’s report:

  • PC internet usage went down 4 percent. Mobile web usage up 82 percent and mobile app usage up 85 percent.
  • 17 percent of consumer’s PC time spent on Facebook.
  • 171.8 million US consumers access social networks.
  • Females spend the most time using social media. Over eight hours per month on PC, almost 10 hours per month on mobile.
  • 18 to 24 years olds spend just over 11 hours per month on PCs using social networks.
  • 25 to 34 years olds spend the most time using mobile apps and the mobile web at 11 hours, five minutes per month.
  • Facebook saw a 4 percent decrease in unique US PC visitors, but 88 percent increase in US mobile app audience.
  • Twitter saw a 13 percent increase in unique US PC visitors and 134 percent increase in US mobile app audience.
  • Pinterest had a massive year in the US with a 1,047 percent increase in unique PC visitors and 4,225 percent increase in mobile web audience.

The State of Social Media 2012 report can be read in its entirty here.