September 13, 2011
Americans Spend Most Of Their Time Being Social
Americans spend 22.5 percent of their online time on social networks and blogs, more than double the amount of time they spend playing video games (9.8 percent), according to Nielsen´s third quarter social media report.
The report also found that 4 out of 5 active Internet users visit social media and blogs and nearly 40 percent of social media users access those services from their mobile phones.
“Whether it´s a brand icon inviting customers to connect with a company on LinkedIn, a news ticker promoting an anchor´s Twitter handle or an advertisement asking a consumer to ℠Like´ a product on Facebook, people are constantly being driven to social media,” Nielsen said in its report.
Among the top social networks and blogs, Facebook is the top dog, with users spending 53 million minutes -- or nearly 101 years in total -- perusing news feeds, updating statuses, posting pictures and videos and commenting on their friends´ sites.
Facebook left all other sites in the dust. The second top site, Blogger, did not even break the million minute mark. Facebook had nearly 140 million visitors in May, three times the audience Blogger pulled in, and reached 70 percent of active US Internet users.
Social networking on mobile devices is being driven in part by those 55 and older who are accessing these sites on their smartphones twice as often as they did last year. And women between 18 and 34 make up the most active social networking users. The report also found that a big chunk of these users are college graduates from New England, and those who are Asian American and make less than $50,000 per year.
Nielsen reports that men are more likely to visit social sites like LinkedIn and Wikia. Men between 35 and 49 are the second-most active age group on social sites.
While the numbers are growing for social network access through mobile devices, a huge portion still access through their home computer or laptop (97 percent). Americans who access social media services on their mobile devices say that it is the second most valued feature on their phones, next to GPS, and downloading/playing music.
While social media sites are seeing increased usage on mobile devices, game and weather apps are still the most popular smartphone applications. Social apps are the third most downloaded programs, and the use of social apps has increased by 30 percent in the past year.
While Facebook remains the top social site, another is emerging as a social powerhouse: Tumblr. Tumblr is on track to becoming a more important player in the social market. Nielsen reported that the site nearly tripled its US audience in the past year.
“During May 2011, Internet users aged 18-34 were 75 percent more likely than average to visit Tumblr,” Nielsen said in their report.
Tumblr, which incorporates elements of blogging and Twitter by letting users post and customize everything from photos and videos to links and quotes, has grown significantly to become the 8th largest site in the US Social Networks and Blogs category.
Nielsen also shows that social networking is not just a phenomenon here in the US. “In a look 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,” said the report.
Find more on the report by visiting: http://blog.nielsen.com/nielsenwire/social/.