Social media and social networking are no longer in their infancy. Social media continues to grow rapidly, offering global consumers new and meaningful ways to engage with the people, events and brands that matter to them. According to Nielsen and NM Incite’s latest Social Media Report, consumers continue to spend more time on social networks than on any other category of sites—roughly 20 percent of their total time online via personal computer (PC), and 30 percent of total time online via mobile. Additionally, total time spent on social media in the U.S. across PCs and mobile devices increased 37 percent to 121 billion minutes in July 2012, compared to 88 billion in July 2011.
The recent proliferation of mobile devices and connectivity helped fuel the continued growth of social media. While the computer remains as the predominant device for social media access, consumers’ time spent with social media on mobile apps and the mobile web has increased 63 percent in 2012, compared to the same period last year.
Facebook remains the top social network, but new social media sites continue to emerge and catch on.
Facebook remains the most-visited social network in the U.S. via PC (152.2 million visitors), mobile apps (78.4 million users) and mobile web (74.3 million visitors), and is multiple times the size of the next largest social site across each platform. The site is also the top U.S. web brand in terms of time spent, as some 17 percent of time spent online via personal computer is on Facebook.
The number of social media networks from which consumers can choose has exploded, and countless sites are adding social features, or integrations. While Facebook and Twitter continue to be among the most popular social networks, Pinterest emerged as a one of the breakout stars in social media for 2012, boasting the largest year-over-year increase in both unique audience and time spent of any social network across PC, mobile web and apps.
For additional insights on consumers’ cross-platform social media usage and activities, view the complete State of the Media: The Social Media Report 2012.