Social Media, a Way of Life: The Numbers Don’t Lie

For many of us, social media has quickly, yet subtly come to occupy a place in our daily lives. Unwittingly, we, as individuals, are driving the remarkable growth of social media like Facebook, LinkedIn, Twitter, YouTube and blogs. Our impact has been brought to light by the compelling figures found in Nielsen’s “State of the Media: The Social Media Report”, released today.

Nielsen, a trusted source in traditional media ratings, has leaped into the social media arena with its first big-picture report on the topic. In particular, the report examines the rising influence of social media on consumer behavior and concludes that companies can benefit from beefing up their strategic engagement in the social media space.

Some highlights from Nielsen’s “State of the Media: The Social Media Report”:

  • Social networks and blogs reach nearly 80% of active US Internet users
  • Social media accounts for 22.5% of time that Americans spend online, compared to 9.8% for online games and 7.6% for email
  • In the US, more time is spent on Facebook than on any other US website
  • Nearly 40% of social media users access content from mobile phones
  • Tumblr has notably nearly tripled its audience in the last year
  • Women and people 18-34 years old are the most active social networkers
  • More women than men watch video clips on social networks, but men watch longer
  • 70% of active adult social networkers shop online, 12% more likely than the average adult Internet user
  • Globally, as represented across a sample of 10 global markets, social networks and blogs are the top online destination, reach at least 60% of active Internet users and account for the majority of time spent online. (Sample countries included: Australia, Brazil, France, Germany, Italy, Japan, Spain, Switzerland, US and UK.)

What are your thoughts on this report? Did you find it as surprising as I did? Share a comment below.


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