Posts Tagged ‘nielsen media’

A recent report from Nielsen Company demonstrated that more and more Americans are spending time on Social Networks. Share of US internet time spent on social networking is 22.7% which clearly dominates the time (as highlighted in the list above) of where users spend their time online. There is an increase of 43% from 2009, which clearly indicates that it is no more an activity embraced by early adapters but now is part of the main stream population.

Social Networking goes mainstream

  • The most surprising part is that it part exceeds the time people spend on playing games or emailing. This surely means that people are connecting for personal and professional reasons on social networks. A social networking report just pointed out that there is an increase in traffic on Facebook from middle-age users and users with same college since 2009.
  • In a demographic view of social networking activity on mobile devices, women were found to use their phones to “tweet” and “friend” 10% more than men. Also, the 35-54 age group had more active mobile social networkers than any other group.
  • If you are in the U.S.  and use social networks like Facebook, MySpace or LinkedIn, chances are you’re more affluent and more urban than the average American according to Nielsen Claritas

Mainstream Behavior

“Intimacy prevails” – In spite of the explosion of social networking users studies show only 5-10% of FB users leave comments on statuses, photos and walls of their friends though women are more active. People who are members of online social networks are not so much ‘networking’ as they are ‘broadcasting their lives. So, it is common for people to comment on their activities and updates. In effect, as Godin, the author of Tribes, says every tribe becomes a media channel.  It is most important to notice that humans may be advertising themselves more effectively. But they still have the same small circles of intimacy as ever. So, even if you are “broadcasting” to a wider, exponentially expanding network, people who are engaged with you is a small, intimate circle of friends who are part of your professional or personal tribe.