Hot Off the Press: The Nielsen Social Media Report

Nielsen recently released its 3rd quarter social media report for 2011, and some of the findings might surprise you. The information is highly valuable as it will help you identify where you need to be online in order to reach your target market.

For example, did you know that Facebook now reaches 70% of active internet users? Or that the 50-64 year old age group is growing by 88% on Facebook? Not surprisingly, women are slightly more active on social networking sites than men, with men more likely than their female counterparts to visit LinkedIn and Wikia. And since women typically control the purse strings, it makes sense for you to have a business page on Facebook (especially since it’s free).

It’s no secret that Facebook is clearly the front runner among internet users, but when it comes to unique visitors, I was surprised to find that Blogger ranked as the #2 social network site with 50,000 unique visitors during the third quarter (YouTube did not appear to be considered as a social networking site in this study).  Twitter comes in third with just over 23,000 unique visitors.

In the blogosphere world, WordPress delivers slightly more than 22,000 unique visitors. Compared to Blogger at more than double that amount, it might be wise to choose Blogger over WordPress for your blogging tool. (Note that while this blog you’re reading is on WordPress, I have another blog, Aquascape Your Landscape, over on Blogger.)

In closing, I’d like to share some fun statistics from this recent Nielsen report. When compared to the average adult internet user, active adult social networkers are …

  • 75% more likely to be heavy spenders on music
  • 47% more likely to be heavy spenders on clothing, shoes, and accessories
  • 33% more likely to give their opinion on TV programs
  • 26% more likely to give their opinion on politics and current events
  • 19% more likely to attend a professional sporting event
  • 18% more likely to work out at a gym or health club

Also …

  • 53% of active social networkers follow a brand
  • 32% of active social networkers follow a celebrity

Stay tuned for more findings from the Nielsen report as my next blog entry will discuss the report’s findings on video usage.



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