Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Save to My Library
Look up keyword
Like this
1Activity
0 of .
Results for:
No results containing your search query
P. 1
The-Social-Media-Report

The-Social-Media-Report

Ratings: (0)|Views: 8 |Likes:
Published by Zohar Urian

More info:

Published by: Zohar Urian on Dec 21, 2012
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, TXT or read online from Scribd
See more
See less

12/21/2012

pdf

text

original

 
THE SOCIAL MEDIA REPORT
STATE OF THE MEDIA:2012
 
12
SOCIAL MEDIA IS COMING OF AGE
Social media and social networking are no longer in their inancy. Since the emergence o the rst socialmedia networks some two decades ago, social media has continued to evolve and oer consumersaround the world new and meaningul ways to engage with the people, events, and brands that matterto them. Now years later, social media is still growing rapidly and has become an integral part o ourdaily lives. Today, social networking is truly a global phenomenon.
What’s driving the continued growth of social media?
MOBILE
More people are using smartphones and tablets to access social media.
The personal computer is stillat the center o the social networking experience, but consumers are increasingly looking to otherdevices to connect on social media. Time spent on mobile apps and the mobile web account or 63percent o the year-over-year growth in overall time spent using social media. Forty-six percent o social media users say they use their smartphone to access social media; 16 percent say they connectto social media using a tablet. With more connectivity, consumers have more reedom to use socialmedia wherever and whenever they want.
PROLIFERATION
New social media sites continue to emerge and catch on.
The number o social media networksconsumers can choose rom has exploded, and too many sites to count are adding social eatures orintegration. While Facebook and Twitter continue to be among the most popular social networks,Pinterest emerged as one o the breakout stars in social media or 2012, boasting the largest year-over-year increase in both unique audience and time spent o any social network across PC,mobile web, and apps.
How is consumer usage of social media evolving?
THE GLOBAL LIVING ROOM
 Social TV is on the rise.
The skyrocketing adoption and use o social media among consumers istransorming TV-watching into a more immediate and shared experience. As o June 2012, more than33 percent o Twitter users had actively tweeted about TV-related content. Some 44 percent o U.S.tablet owners and 38 percent o U.S. smartphone owners use their devices daily to access social mediawhile watching television. In the Latin America region, more than 50 percent o consumers say theyinteract with social media while watching TV; in the Middle East / Arica region, more than 60 percentdo. From global events like the Summer Olympics, to regional events like the Presidential debates inthe U.S., consumers around the world used social media to engage with everyone rom close riends tocomplete strangers, revolutionizing the television viewing experience.
 SOCIAL CARE
 Social Care is transforming customer service.
 
Social media has emerged as an important channelor customer service, with nearly hal o U.S. consumers reaching out directly to brands and serviceproviders to voice their satisaction or complaints, or simply to ask questions. In act, one in three socialmedia users say they preer to use social media rather than the phone or customer service issues.
How is social media impacting marketing?
SOCIAL WORD-OF-MOUTH
 Social media enables consumers to generate and tap into the opinions of an exponentially larger universe.
While word-o-mouth has always been important, its scope was previously limited to thepeople you knew and interacted with on a daily basis. Social media has removed that limitation andgiven new power to consumers.
HYPER-INFORMED CONSUMERS
 Social media is transforming the way that consumers across the globe make purchase decisions.
Consumers around the world are using social media to learn about other consumers’ experiences, ndmore inormation about brands, products and services, and to nd deals and purchase incentives.
OPPORTUNITY FOR ENGAGEMENT
Consumer attitudes toward advertising on social media are still evolving.
Though roughly one-thirdo social media users nd ads on social networking sites more annoying than other types o Internetadvertisements, research suggest that there are opportunities or marketers to engage with consumersvia social media. More than a quarter o social media users say they are more likely to pay attention toan ad shared by one o their social connections. Additionally, more than a quarter o consumers are okwith seeing ads on social networking sites tailored to them based on their prole inormation.Nielsen and NM Incite’s 2012 Social Media Report provides some insight into what is driving ourcollective, global obsession with social media. In the ollowing pages, you’ll get a more detailedsnapshot o what is helping to power the continued growth o social networking around the world,how consumers’ social media behavior is evolving, and how these changes impact the way brands andconsumers engage through social networks.
-Deirdre Bannon
 
Social Media Practice Lead 
 
of consumers’ PC time is spent onFacebook, the most popularweb brand in the U.S.
More and more people are connectingto the Internet—and for longeramounts of timeTOTAL MINUTES SPENTON MOBILE AND PC
Overall Unique U.S. Audience
JULY 2011 JULY 2012
Total Minutes, U.S.
 JULY 2011|  JULY 2012
Whether through a computer or mobile phone, consumers continue to spend increasingamounts of time on the Internet. Time spent on PCs and smartphones was up 21 percent from July 2011 to July 2012. App time more than doubled during this period as more smartphoneowners entered the market and the number of available apps multiplied.People continue to spend moretime on social networks than anyother category of sites—
20%
of their time spent on PCs and
30%
of their mobile time.
17
%
PCMOBILEAPPSMOBILEWEBTOTAL
129.4 B28.1 B362.7 B520.1 B348.6 B58.8 B23.0 B430.4 B52,435,000| 95,176,000
82%
MOBILE WEBMOBILE APPS
55,001,000| 101,802,000
85%
213,253,000| 204,721,000
PC
4%4%22%120%21%
© Nielsen 2012© Nielsen 201234

You're Reading a Free Preview

Download
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->