Nielsen’s Social Media Report: a Snapshot of Consumer Behaviour

It’s no secret that the boom of Facebook, Twitter and LinkedIn are providing a plethora of ways for businesses to engage consumers.  But does social media actually influence consumer behaviour? Recent research by Nielsen provides some incite.

The report provides a snapshot of the current social media landscape in the US and other major markets (including Australia), with key findings indicating that:

  • Social networks and blogs continue to dominate Americans’ time online, accounting for nearly one quarter of total time spent on the Internet. This is nearly twice the amount of time spent on the number two category, online games.
  • Females aged 18-34 are the most active social networkers.
  • Nearly four in five active Internet users visit social networks and blogs.
  • Americans spend more time on Facebook than they do on any other US website, attracting nearly three times the audience of the number two site, Blogger.
  • Close to 40% of social media users access social media content from their mobile phone.
  • Over twice as many people aged 55+ visited social networking sites on their phone compared to last year.
  • More women view videos on social networks but men watch for a longer period.
  • Tumblr has nearly tripled its audience in one year.
  • Among Nielsen’s ten internet-metered markets, Australian Internet users spend the most time visiting social networks and blogs, averaging 7 hours, 17 minutes per person.

Perhaps most importantly for businesses wondering how their presence in social media is influencing consumers:

  • 70% of active online adult social networkers shop online (12% more likely than the average Internet user); and
  • 60% of social media users create reviews of products and services. Consumer-created reviews are the preferred source for information about product/service values, price and product quality.

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