Nielsen Study Shows Top Social Site Stats
filed under: Social Media and Measurement and Analytics
http://tbg.cm/nuJN2n
Earlier this week Nielsen released a report on social media use in the United States, providing countless helpful statistics for brands and social media professionals. Overall the data shows that social media is continuing to grow and, in particular, become more popular with people over 55. Check out some of these incredible stats:
- 4 out of 5 internet users visit social networks and blogs.
- 2 out of 5 of social users access content from mobile devices.
- 1 out of every 4 minutes spent online is on social networks.
- 1 out of 2 adult users of social media follow a brand; 1 out of 3 follow a celebrity.
One of the most interesting parts of the study was a look at the top social sites, ranked both by unique site visitors, as well as by minutes spend on the site. Remember that unique site visitors tells the story of total awareness, while minutes spent on the site tells the story of total engagement. In the below graphic, I took the liberty of combining the two figures into a minutes per user measurement, which, in my opinion, is the ultimate measure of user engagement. What is most surprising is how Tumblr clearly has an extremely engaged audience, whereas Blogger, despite its huge user base, is simply not holding people’s attention.
Overall, this report is great news for social media. With this level of growth across all user segments and social platforms, there’s no question that social media has hit the main stream and has some unstoppable momentum.
