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State of Social Media: The Social Media Report

STATE OF THE MEDIA: THE SOCIAL MEDIA REPORT Q3 2011 nnincite nielsen .... ..... SOCIAL MEDIA, s popularity continues to grow, connecting people with just about everything they watch and buy. Whether it's a brand icon inviting consumers to connect with a company on KEY FINDINGS • 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 Linkedin, a news ticker promoting an anchor's Twitter handle or an advertise- ment asking a consumer to "Like" a product on Facebook, people are constantly being driven to social media. The latest Nielsen insights provide some answers on exactly how powerful this influence is on consumer behavior, both online and • Americans spend more time on Facebook than they do on any other U.S. off. website • Close to 40 percent of social media users access social media content from their mobile phone 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 • Social networking apps are the third most-used among U.S. smartphone owners the time consumers spend online and on social networks and blogs continues to • Internet users over the age of 55 are driving the growth of social network- ing through the Mobile Internet 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 • 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 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 • 53 percent of active adult social networkers follow a brand, while 32 percent follow a celebrity grow, it's crucial for traditional media, retailers, brands and advertisers to understand how different consumer segments use and share content. Nielsen's • Across a snapshot of 10 major global markets, social networks and blogs reach over three-quarters of a "State of the Media: The Social Media Report - Q3 2011" presents a snapshot of active Internet users the current social media landscape and audiences in the U.S. and other major • Tumblr is an emerging player in social media, nearly tripling its audience from a year ago markets social ebogsks Social Networks and Blogs: Still the Top Destination Online 22.5% Social Networks and Blog sites rule Americans' Internet time, online games e-mail accounting for 23 percent of time spent online, more than twice the amount of time spent on the #2 category, Online Games. To further put this into context, time spent on the 75 "Other" online categories combined only accounts for 35 portals videos/movies search percent of Americans' total Intermet time. Top 10 online categories by share of total Internet time Home and Work (May 2011) >> instant messaging mon-onegory software manufacturers phome& garden hadwae acti 29% classifieds/auctions current events & global news other 35.1% Source Nielsen GENDER Females and The average visitor is female 18-34-Year-Clds FEMALE 103 AGE She is between 18 and 34 Most Active 2-17 88 18-34 Social Networkers 35-49 50-64 198 Females make up the majority of visitors to social networks and blogs, and people aged 18-34 have the highest concentration of visitors among RACE/ETHNICITY all age groups. Americans aged 35-49 are also avid visitors 4 percent more likely than average to visit social networks and blogs than they do She is likely Asian or Pacific Islander HISPANIC any other site and 27 percent of these sites' audience WHITE 101 Who is the Unique A eAverage visitor to Home and Work o social networks and blogs? >> AFRICAN AMERICAN 94 Composition Index e May 2011) PACIFIC ISLAAN AMERICAN INAACE 103 Read as: During May 2011, U.S. Internet users aged 18-34 were 8 percent more likely than average to visit Social Networks and Blogs 102 OTHER 101 LOCATION She likely lives in New England 102 NEW ENGLAND EDUCATION MIDDLE ATLANTIC She has obtained a Bachelor's degree SOUTH ATLANTIC GRAMMAR SO HOUSEHOLD INCOME EAST SOUTH CENTRAL WEST SOUTH CENTRAL 97 SOME HIGH SCHOL HIGH SCHOOL GRADUATE 99 103 Her household income is less than $50,000 per year EAST NORTH CENTRAL SOME COLLEGE WEST NORTH CENTRAL 100 MOUNTAIN ASSOCIATE DEGREE 101 UNDER $SOK 12 BACHELOR'S DEGREE 55OK - S7SK S75K+ 98 PACIFIC 100 POST GRADUATE DEGREE 106 62 $75k Men are More 140,336 UNIQUE VISITORS Share of page views by female visitors % on Facebook FACEBOOK Likely to Visit LinkedIn and Household income of 419% of Blogger's K+ audience 50,055 BLOGGER Demographic more AFRICAN epresented on Twitter 23,617 TWITTER Wikia AMERICANS than any of the 9 social networks 25% Share of visitors to O. Wordpress who have a Bachelor's degree Social networking as a whole skews female - 22,417 WORDPRESS and so do nine of the top 10 U.S. social networks and blogs - but Linkedin and Wikia are the only sites in the category where the percentage of men visiting the respective site TEENS Demographic that views twice as many pages on Myspace than average 19,250 MYSPACE exceeds the percentage of total active male 3x Likelihood Internet users with a post graduate degree are to visit x Linkedin compared to average Internet users (47%). Facebook continues to 17,786 LINKEDIN reign supreme as the top U.S. social network with over 140 million visitors during May 2011 - nearly 3-times the audience of the #2 site, Demographic more represented on Tumbir than on any of the other 9 social networks FEMALE 11,870 TUMBLR TEENS Blogger - and reaching 70 percent of active US. Internet users Region with a higher con- SIX APART centration of Six Apart Too 10 US. Social Networks and Blogs >> Unique Audience (000s), Home and Work (May 2011) PACIFIC tors than from any of the other top 9 social networks 8,578 TYPEPAD NEW Region with the highest concentration of Pulse YAHO! PULSE 8,397 ENGLANDtor ve ay 18-34 an on any of the other Age group more re presented on Wikia 7,601 WIKIA top 9 social networks Top 5 U.S. Social Networks and Blogs Total minutes (000s), Home and Work (May 2011) FACEBOOK U.S. Internet 53457258 I Users Spend More Time on Facebook BLOGGER |7 23793 DII623525 1565156 325679 mn than Any Other Web Brand TWITTER Facebook has become synonymous not only with social media, but with Web use more generally, as Americans spend more time on Facebook than on any other site. LINKEDIN mn Top 10 US. Web Brands by Total Minutes, in Billions, Home and Work (May 2011) 53.5 17.2 12.5 11.4 9.5 9.1 4.5 AOL MEDIA WINDOWSLIVEA NETWORK FACEBOOK YAHOOI GOOGLE BING YOUTUBE EBAY EA APPLE MICROSOFT How does social networking compare to other features consumers have on their phones? And what features do they value most? • Have featured O Most valued Mobile Social Media 49% DOWNLOAD/ PLAY MUSIC 26% Use is on the Rise 47% SOCIAL NETWORKING 30% The ability to access social media is a commonly used feature among mobile owners. According to a recent study by NM Incite, a Nielsen/ 40% McKinsey Company, nearly 2 in 5 social media users access these WEB BROWSING 26% services from their mobile phones. 40% GPS How do consumers access social media? 56% 37% GAMES 13% 97% COMPUTER 24% 37% 3% 3% MOBILE PHONE CHECK IN TO PLACES GAMING IPAD CONSOLE 16% 22% SEND FEEDBACK TO COMPANIES 13% 2% E-READER 1% HANDHELD MUSIC PLAYER 20% INTERNET- ENABLED TV SCAN BARCODES 21% 17% MOBILE PAYMENTS 20% Source: NM Incite Social Networking App Usage Up 30% from 3Q 2010 Top 10 Categories of Apps Used by Smartphone Owners Who Download Apps Games, 67% Weather, 65% Social networking, 60% Maps/Navigation/Search, 55% Music, 45% News, 42% Entertainment, 36% Banking/finance, 35% Shopping/retail, 28% Dining/restaurant, 27% Social networking's popularity extends across devices as it is the third most-used type of mobile application among U.S. smartphone owners who download apps. Facebook ranks as the most popular app across all operating systems and Twitter is the #5 most used app on BlackBerry and Windows Mobile operating systems. Percentage of Social Networking App Users by Age O13-17 018-24 25-34 035-44 45-54 O55+ 12 ho% 106 16 FACEBOOK 9% 20% 29% TWITTER 6 LINKEDIN E10 MYSPACE 22 FOURSQUARE 7 21 1 Over Twice as Many 16% 44% NATIVE AMERICAN/ ALASKAN NATIVE 13-17 People Aged 55+ Visit Social Networking 68% 35-54 70% Sites on Their Mobile OTHER 109% Phone than Last Year 55+ As app usage in the U.S. continues to grow, it might be assumed that growth is at the expense of the Mobile Internet. This is not the case 45% HISPANIC ORIGIN Mobile Internet usage - the use of a browser on a mobile device - is alive and well with the unique number of Mobile lInternet users in the 61% US. up 47 percent over the last year. The Mobile Internet audience to social networking sites is up 62 percent during the same period, as 41% 18-34 BLACK/ AFRICAN AMERICAN publishers continue to optimize their content across a new generation of connected devices cc Year-Over-Year Mobile Internet Audience Growth to Social Networking Sites 76% ASIAN/ PACIFIC ISLANDER 37% MIXED RACIAL BACKGROUND Top SU.S. Social Networking Sites via Mobile Internet, Unique Audience (000) 67% 46.531 WHITE 11,453 6.031 4,047 2,112 FACEBOOK TWITTER LUNKEDIN MYSPACE PHOTOBUCKET Age demographics Race/ethnicity demographics Source Nielsen + FEMALE TOTAL STREAMS MALE TOTAL STREAMS TOTAL STREAMS MALE: 83,013,000 FEMALE: 73,861,000 More Women View Video on UNIQUE VISITORS FEMALE: 17,827,000 MALE 13,639,000 Social Networks, but Men Watch Longer During May 2011, over 31 million people in the U.S. watched video content on social networks and blogs, viewing nearly 157 million video streams. Although over 4,000 more women view video on these sites compared to men, men are the heaviest users, streaming more videos and spending 9 percent more time watchingg Video Usage on Social Networks and Blogs by Gender >> Home and Work (May 2011) TIME SPENT VIEWING (in minutes) MALE: 247.671,000 FEMALE: 226.921.000 O Female O Male Female & Male WHEN COMPARED TO THE AVERAGE ADULT INTERNET USER, ACTIVE ADULT SOCIAL NETWORKERS ARE... 19% more likely to attend a professional sporting event O SOCIAL NETWORKING ACTIVITIES OFFLINE ACTIVITIES 45% 18% O ONLINE SPENDING POWER OINFLUENCE more likely to work out at a gym or health club Active Social Media more likely to go on a date 47% Users are Influential Offline 75% more likely to be heavy spenders on music more likely to be heavy spenders on clothing, shoes and accessories Consumers frequently trust the recommendations of their peers, making social media an ideal platform for influencers to spread their ideas and purchase power. Research by NM Incite shows that 60 percent of social media users create reviews of products and 26% 33% services. In fact, consumer-created reviews/ratings are the preferred source for information about product/service value, price and more likely to give their opinion on politics and more likely to give their opinion on TV programs product quality. Offine, active adult social networkers are more likely than the average adult Internet user to be found at political rallies, professional sporting events and working out at the gym. current events 53% 32% of active social of active social networkers follow networkers follow a brand a celebrity 10 Source: Nielsen and NM Incite Emerging Social Network: Tumblr Nearly Tripled its Unique U.S. Audience Over the Last Year New social networks emerge on a daily basis, creating fresh outlets for consumers and brands alike. Tumblr, which combines elements of blogging and Twitter by letting users Tumblr U.S. Audience Profile, Home and Work (May 2011) Unique Audience Composition 53.5 post and customize everything from pictures and videos to links and quotes, has grown significantly over the last couple of years to become the 8th largest site in the U.S. Social 44.4 Networks and Blogs category. An analysis of online buzz by NM Incite shows that Tumblr is also a popular conversation topic, generating an average of 21,280 messages and links 25.2 per day to the site during May 2011, spreading critical word-of-mouth fueling its viral growth 12.9% 3.9 Tumblr Unique U.S. Audience (000) Trend, Home and Work > Read as During May 2011, Internet users aged 18-34 were 75 percent more likely than average to visit Tumblr MALE FIMALE 2-17 18-34 5 49 50-4 66 +183%11,870 chanee Composition Index by Unique Audience 175 İlili. 101 79 4.199 Mo' j10 '10' A 10' s10'o10' N "10' D'10' Jn' F 'M1' An' Mh MALE FIMALE 2-17 18-34 5-49 5o-64 65+ 11 Source: Nielsen and NM Incite Social Networking around the World Social networking is indeed a global phenomenon. 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. AUSTRALIA Among Nielsen's 10 Internet-metered markets, Australian Internet users spend the most time visiting social networks and blogs, averaging 7 person JAPAN FC2 Blog-the top social networking site in japan during May 2011-was visited by over half of active Japanese Internet users ours, 17 minutes per SPAIN Although Spanish Internet users spend the most total time on 1 site Facebook, they average the most time per person on #4 site Tuenti (4 hours, 42 minutes per BRAZIL Orkut is the #1 social networking and blog site in Brazil, visited by 30.3 million Brazilians in May 2011, 11 percent more visitors than #2 site Facebook FRANCE Nearly a quarter of active French Internet users - 9.6 million - visited #2 social networking site Overblog perionl SWITZERLAND Social networks and blogs reach 60 percent of active Internet users in Switzerland GERMANY Blogger is now the number #2 social networking and blog site in the US. with 501 milion unique U.S. visitors, up 17 percent from a year ago German Internet users spend more time on social networks and blogs than they do any other online category of sites, a total of 12.7 billion minutes during May 2011 ITALY Internet users in the UK. viewed 229.6 milion pages on Tumbir, the second most page views on any social network or blog in the country after Facebook (20 2 billion page views) Italian lntemet uses spend nearly one-thind of their time online visiting social networks and blogs (31% of total Internet time) 12 FOOTNOTES 2-5 Nielsen, NetView, Home & Work (May 2011). 8 Nielsen, Mobile Media View, All Carriers (May 2011). NM Incite, State of Social Media Survey (April 2011). NM Incite's "State of Social Media Survey' is based on a representative sample of Nielsen, VideoCensus, Home & Work (May 2011). 1,865 adult (18+) social media users who were recruited from the Nielsen Online Panel to take an online survey. "Social media user" is 10 Nielsen, OPlan (Release 2 2011). "Active social networkers" is defined defined as participating, talking, and networking online through as Adult Internet users with 1+ social networking profile AND Posts various platforms to share information and resources. This includes Internet forums, blogs, Facebook, Twitter, video sharing consumer links/articles/videos/websites. Consumer product review data provided by NM Incite (State of Social Media Survey) rating and other social networking websites. The survey fielded from March 31 to April 14th. 11 Nielsen, NetView, Home & Work (May 2011). Buzz data provided by NM Incite (May 2011) Nielsen, Apps Playbook (Q1 2011). Nielsen's App Playbook Q12011 is based on a survey of 4,339 mobile subscribers who reported having downloaded a mobile app in the past 30 days. The respondents 12 Nielsen. Global Index (May 2011). Nielsen has meter-measured Internet data in 10 major markets: Australia, Brazil, France, Germany, completed an online, self-administered survey in March 2011 Italy, Japan, Spain, Switzerland, U.K. and U.S. 13

State of Social Media: The Social Media Report

shared by youcom on Dec 28
This is a very in depth infographic providing information about social media use in 2011. This infographic provides information for who is using social media, how much they are using it and what they ...




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