Nielsen’s Social Media Report 2012: Mobile up again, Pinterest levelling out and the TV/tablet habit is set to become a big trend
Nielsen’s new 2012 State of the Media: The Social Media Report reveals a wealth of data about social today. Some of it’s hardly surprising: we’re spending more time online, and more time on social networks. We’re giving increasing attention to mobile apps, and mobile overall is quickly overtaking traditional web access via PCs.
The report’s spotlight on Pinterest is no real cause for excitement either, beyond it showcasing the site’s enormous growth over the last year and how many minutes of their lives pinners have lost to it (a total 1,225,225,000 in 2012!). As expected, growth has levelled out over the last few months – but there’s no sign fans are going elsewhere just yet.
What is interesting, though, is the growing trend for simultaneous TV and tablet usage, and the opportunities this presents going forward – 41% of tablet users and 38% of smartphone users use their device daily in front of the TV, driving dialogue about programs and products.
Last week we looked at an experiment undertaken in Australia demonstrating the engagement impact of this trend, and as Nielson reports this ‘dual screen’ phenomenon has grown 27% since last year, it’s something brands, marketers and TV personnel alike must give thought to.
Other key findings from the report
- Facebook remains at the top of the channel list, but is down 4% on users since last year. Twitter, meanwhile, sits in third place but is up 13% in usage.
- 47% of social media users engage in social customer care, with one in three preferring to do so instead of using the phone.
- 33% of social media users agree than adverts on social channels are more annoying than adverts anywhere else online.
- Only 26% are okay with adverts generated on the basis of their personal information.
- 50% of social media users are prepared to use social to raise concerns or complaints about a brand or service.
- Nearly a third (33%) of social users aged 18-24 have used social media whilst in the bathroom. Lovely!