Highlights from Nielsen’s State of Social 2012 Report
Overview: Nielson has released its State of Social 2012 report, where findings indicate consumers in the US (and globally) are “accessing the web more frequently and for longer periods, using smartphones, tablets, gaming consoles, and smart TVs,” as reported by Venture Beat. The only category that dropped for social media usage was personal computers, with 4 percent fewer Americans owning PCs that are connected to the Internet. Other key highlights from the study include:
- Facebook still leads total time logged among social platforms: Total time on the Internet is up 21 percent, with 17 percent of that being spent on Facebook. The social network’s app audience increased by 88 percent and its mobile web audience increased by 85 percent in 2012
- Second screen continues to rise globally among Gen Y: Nearly 25 percent of 18-34 year olds in the US use social media to talk about the TV shows they’re watching, compared to 47 percent in Asia-Pacific countries and 63 percent in the Middle East and Africa
- Pinterest remains a “massive force” among women: Despite growth flattening in early 2012, women logged 2.1 billion minutes on Pinterest in 2012, accounting for over 70% of its Web and mobile audience
Opportunities for Brands: As consumers continue to connect more through mobile, they are gravitating toward on-demand access and experiences. As a result, they are expecting more immediacy across the board. While an infrastructure that lends itself to deliver speedy responses is core to any social engagement strategy, there are a lot of opportunities to be seized by simply listening and delivering an experience in real-time.
Additionally, with second (and third) screen on the rise, brands have more connection opportunities to consumers during television programming outside of traditional ad spots. Tools like Shazam and Viggle allow a brand to take a TV spot to a mobile experience through audio tagging. By transforming a one-way ad experience to interactive, brands can see a much higher return on engagement without a significant increase in spending.
The full report can be accessed here.
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