ADOTAS – All right, kids — sit down and shut up because class is in session. Seems Nielsen has dumped a megaload of Internet consumption information in its third-quarter 2011 update of “State of the Media: The Social Media Report,” and it’s up to Professor Dunaway over here to disseminate the data to your young and eager minds.
First off, I doubt anyone will be surprised that Facebook remains the most popular website in America, with 53 billion minutes spent Liking and sharing during the third quarter of 2011. Social networks and blogs account for 23% of American’s time spent online, while online gaming takes up about 10% of online time and email 8%. Interestingly, portals and videos are tied at around 4.5% while 4% of online time is spent on search.
Still, this data seems a little hard to work with since social networks and blogs are tied together (yeah, they’re both “social media,” but engagement is pretty different) and 35.1% of time spent online falls under “other,” which includes a long list of subcategories (#2 is “adult”).
Also, 40% of social media users get their fix via a mobile, while social networking apps are the third-most used by smartphone owners. A bit odder, Internet users over the age of 55 are the driving force behind social networking on the mobile web.
As for the social networks themselves, Tumblr has tripled its audience versus a year ago, but there’s still no monetization scheme, so who cares? Or maybe we should divvy up the pitchforks and torches, march to Tumblr headquarters and demand some ad products.
Nah, brands should contemplate whether a Tumblr presence is worthwhile — Nielsen’s data shows about 11 million uniques in May 2011, but the growth curve is staggering.
The blogging network offers users a feed similar to Facebook and Twitter in which users can see the latest updates. It’s unclear whether users will follow brands, but a Tumblr account could be a decent lab for social experimentation as the network offers longer, more multimedia messages than Twitter, and a potentially more visited outpost than a blog branched out from the company site. However, Twitter tends to drive traffic externally, while most content is located within Tumblr.
What’s that marketers? Yes, yes, I’m getting to your section — it seems social networks do drive conversions, as 60% of people who use three or more digital means of research for product purchases learned about a specific brand or retailer from a social networking site. Seventy percent of active social networkers shop online (and are 12% more likely to do so than an average Internet user), and 48% percent have responded to a retailer’s offer posted on Facebook or Twitter.
In addition, 53% of social networkers follow a brand while only 32% follow a celebrity — it seems more Americans are interested in conversing with brands in order to get deals than… Wait, why do you follow a celebrity in the first place?
Finally, check out this infographic from Nielsen regarding demographic breakdowns of social networkers — you just might learn something.