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Informe Nielsen: Redes Sociales 2011

Informe Nielsen: Redes Sociales 2011



Informe de Nielsen sobre el uso de las redes sociales en el 2011.

Informe de Nielsen sobre el uso de las redes sociales en el 2011.



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    Informe Nielsen: Redes Sociales 2011 Informe Nielsen: Redes Sociales 2011 Presentation Transcript

    • How does social networking compare to otherfeatures consumers have on their phones?And whatfeatures do they value most? Havefeatured Most valued Mobile Social Media DOWNLOAD/ PLAY MUSIC 26% 49% Use is on the Rise SOCIAL 47% NETWORKING 30% The ability to access social media is a commonly usedfeature among mobile owners.According to a recent study by NM Incite, a Nielsen/ McKinseyCompany, nearly 2 in 5 social media users access these WEB 40% BROWSING servicesfrom their mobile phones. 26% 40% GPS How do consumers access social media? 56% 37% GAMES 13% 97% 37% 3% 3% CHECK IN 24%COMPUTER MOBILE GAMING iPAD PHONE CONSOLE TO PLACES 16% SEND FEEDBACK 22% TOCOMPANIES 13% 2% 2% 1% INTERNET- E-READER HANDHELD SCAN 20% ENABLEDTV MUSIC PLAYER BARCODES 21% MOBILE 17% PAYMENTS 20%6 Source: NM Incite
    • 16% 13-17 44% OverTwice as Many 68% PeopleAged 55+Visit NATIVEAMERICAN/ ALASKAN NATIVE 35-54 Social Networking 70% OTHER Sites onTheir Mobile 109% 55+ Phone than LastYear As app usage in theU.S. continues to grow, it might be assumed that growth is at the expense of the Mobile Internet.This is not the case. 45% Mobile Internet usage - the use of a browser on a mobile device - is HISPANICORIGIN alive and well with the unique number of Mobile Internet users in the U.S. up 47 percent over the last year.The Mobile Internet audience to 61% 41% 18-34 social networking sites is up 62 percent during the same period, as publishers continue to optimize their content across a new generation BLACK/ AFRICAN of connected devices. AMERICAN <<Year-Over-Year Mobile InternetAudienceGrowth to Social Networking Sites 76% Top 5U.S. Social Networking Sites via Mobile Internet, ASIAN/ PACIFIC ISLANDER 37% UniqueAudience(000s) MIXED RACIAL 67% BACKGROUND 46,531 WHITE 11,453 6,031 4,047 2,112 Age demographics Race/ethnicity demographics FACEBOOK TWITTER LINKEDIN MYSPACE PHOTOBUCKET8 Source: Nielsen
    • FEMALETOTAL STREAMS MALETOTAL STREAMS TOTALSTREAMS MALE: 83,013,000 FEMALE: 73,861,000MoreWomenViewVideo on UNIQUEVISITORS FEMALE: 17,827,000 MALE: 13,639,000Social Networks,but MenWatchLongerDuring May 2011, over 31 million people in theU.S.watched video content on social networks and blogs,viewing nearly 157 million video streams. Althoughover 4,000 more women view video on these sitescompared to men, men are the heaviest users,streaming more videos and spending 9 percent moretime watching.VideoUsage on Social Networks and Blogs byGender >>HomeandWork(May2011) TIME SPENT VIEWING (in minutes) Female Male Female & Male MALE: 247,671,000 FEMALE: 226,921,0009 Source: Nielsen
    • Emerging Social Network: Tumblr NearlyTripled its UniqueU.S.AudienceOver the LastYear New social networks emerge on a daily basis, creatingfresh outletsfor consumers and TumblrU.S.Audience Profile, HomeandWork(May2011) brands alike.Tumblr, which combines elements of blogging andTwitter by letting users UniqueAudienceComposition post and customize everythingfrom pictures and videos to links and quotes, has grown 53.5 significantly over the last couple of years to become the 8th largest site in theU.S. Social 46.5% 44.4 Networks and Blogs category.An analysis of online buzz by NM Incite shows thatTumblr is also a popular conversation topic, generating an average of 21,280 messages and links 25.2 per day to the site during May 2011, spreading critical word-of-mouthfueling its viral 12.9% 13.6 growth. 3.9 TumblrUniqueU.S.Audience (000)Trend, HomeandWork >> MALE FEMALE 2-17 18-34 35-49 50-64 65+ Read as: During May 2011, Internet users aged 18-34 were 75 percent more likely than average to visitTumblr Composition Index byUniqueAudience 11,870 +183% 175 change 98 101 97 79 62 38 4,199 M „10 J „10 J „10 A „10 S „10 O „10 N „10 D „10 J „11 F „11 M „11 A „11 M „11 MALE FEMALE 2-17 18-34 35-49 50-64 65+11 Source: Nielsen and NM Incite
    • FOOTNOTES2-5 Nielsen, NetView, Home &Work (May 2011). 8 Nielsen, Mobile MediaView,AllCarriers (May 2011) . 6 NM Incite, State of Social Media Survey (April 2011). NM Incite‟s „State of Social Media Survey‟ is based on a representative sample of 9 Nielsen,VideoCensus, Home &Work (May 2011). 1,865 adult (18+) social media users who were recruitedfrom the NielsenOnline Panel to take an online survey. “Social media user” is defined as participating, talking, and networking online through 10 Nielsen, @Plan (Release 2 2011). “Active social networkers” is defined asAdult Internet users with 1+ social networking profileAND Posts various platforms to share information and resources.This includes links/articles/videos/websites. Consumer product review data Internetforums, blogs, Facebook,Twitter, video sharing, consumer provided by NM Incite (State of Social Media Survey) rating and other social networking websites.The surveyfieldedfrom March 31 toApril 14th. 11 Nielsen, NetView, Home &Work (May 2011). Buzz data provided by NM Incite (May 2011) Nielsen,Apps Playbook (Q1 2011). Nielsen‟sApp PlaybookQ1 2011 is 7 based on a survey of 4,339 mobile subscribers who reported having downloaded a mobile app in the past 30 days.The respondents 12 Nielsen,Global Index (May 2011). Nielsen has meter-measured Internet data in 10 major markets:Australia, Brazil, France,Germany, completed an online, self-administered survey in March 2011. Italy,Japan, Spain, Switzerland,U.K. andU.S.13