Nielsen: U.S. Social Media Usage Up 37%
Mobile users now spending 30% of their online time on social media sites
By George Winslow -- Broadcasting & Cable, 12/3/2012 7:00:04 PM
The new report "The State of Media: The State of Social Media" from Nielsen also found that unique social networking users increased to 171.8 million in July of 2012 from 163.6 million a year earlier and that consumers spend more time on social media sites than any other type of sites.
PC users spent about 20% of their online time at social media sites and mobile users spent 30% of their online time at social networks in July of 2012, Nielsen is reporting.
Second screen usage of a smart phone or tablet is also growing, the report noted and a significant portion of that usage is related to TV viewing, with 35% of tablet owners and 23% of smart phone owners looking up information related to the TV program they were watching.
About 26% of tablet owners and 15% of smart phone owners also looking up product information for an ad seen on TV and 24% of tablet owners and 12% of smart phone users looked up coupons or deals related to TV ads.
Overall, about 41% of tablet owners and 38% of smart phone owners uses those devices at least once a day while watching TV.
During June of 2012 about 33% of active twitter users were tweeting about TV, up from 26% in January of 2012.
While computers remain by far the most popular way to access social media sites, with 94% of the respondents reporting accessing a social media site via a computer, the survey showed significant increases in mobile social media usage, with 46% reporting they accessed social media networks via a mobile device, up from 37% in 2011 and on tablets, growing from 3% in 2011 to 16% in 2012.
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