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Nielsen Social Media Report

Nielsen Social Media Report

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Published by Daniel Baur
Social Media Report Q3, Nielsen, Internet, Facebook, Blogs
Social Media Report Q3, Nielsen, Internet, Facebook, Blogs

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Published by: Daniel Baur on Sep 13, 2011
Copyright:Attribution Non-commercial


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Q3 2011
’s popularity continuesto grow, connecting people with just about everything they watch and buy.Whether it’s a brand icon inviting consumers to connect with a company onLinkedIn, a news ticker promoting an anchor’s Twitter handle or an advertise-ment asking a consumer to “Like” a product on Facebook, people are constantlybeing driven to social media. The latest Nielsen insights provide some answerson exactly how powerful this influence is on consumer behavior, both online andoff.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 the time consumers spend online and on social networks and blogs continues togrow, most visible through the influence on purchase decisions. For instance, 60percent of people who use three or more digital means of research for productpurchases learned about a specific brand or retailer from a social networkingsite. Forty-eight percent of these consumers responded to a retailer’s offerposted on Facebook or Twitter.As the influence of social media – and those using social media – continues togrow, it’s crucial for traditional media, retailers, brands and advertisers tounderstand how different consumer segments use and share content. Nielsen’s“State of the Media: The Social Media Report – Q3 2011” presents a snapshot of the current social media landscape and audiences in the U.S. and other majormarkets.Social networks and blogs continue to dominate Americans’ time online,now accounting for nearly a quarter of total time spent on the InternetSocial media has grown rapidly – today nearly 4 in 5 active Internet usersvisit social networks and blogsAmericans spend more time on Facebook than they do on any other U.S.websiteClose to 40 percent of social media users access social media content fromtheir mobile phoneSocial networking apps are the third most-used among U.S. smartphoneownersInternet users over the age of 55 are driving the growth of social network-ing through the Mobile InternetAlthough a larger number of women view online video on social networksand blogs, men are the heaviest online video users overall streaming morevideos and watching them longer70 percent of active online adult social networkers shop online, 12 percentmore likely than the average adult Internet user53 percent of active adult social networkers follow a brand, while 32percent follow a celebrityAcross a snapshot of 10 major global markets, social networks and blogsreach over three-quarters of active Internet usersTumblr is an emerging player in social media, nearly tripling its audiencefrom a year ago

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