Social Media Use in the US

According to Nielsen’s new U.S. Consumer Usage Report 2012, the number of social media users continues to increase across all platforms as consumers use social networking as a vehicle to navigate the media universe.

The personal computer is still at the center of the social networking experience, but consumers are increasingly looking to other devices to connect on social media.

  • 46% of social media users say they use their smartphone to access social media
  • 16% connect to social media using a tablet

While Facebook and Twitter continue to be among the most popular social networks, Pinterest  had the largest year-over-year increase in both unique audience and time spent of any social network across PC, mobile web, and apps.

Whether through a computer or mobile phone, consumers continue to spend increasing amounts of time on the Internet. Time spent on PCs and smartphones was up 21% from July 2011 to July 2012. App time more than doubled during this period as more smartphone owners entered the market and the number of available apps multiplied.

When it comes to accessing social content, it’s all about mobile, particularly apps. App usage now accounts for more than a third of social networking time across PCs and mobile devices.

Connected Media 2012
Media % of Respondents
Computer

94%

Mobile web

46%

Tablet

16%

Internet enabled television

4%

E-reader

3%

Game console

4%

Handheld music player

7%

Source: Nielsen Social Media Report, January 2013

See the full report.

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