More Related Content Similar to Conoscere i Social Media - Introduzione a #SMEM (20) Conoscere i Social Media - Introduzione a #SMEM14. More and more people are connecting
to the Internet—and for longer
amounts of time
TOTAL MINUTES SPENT
ON MOBILE AND PC
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 percent 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.
Overall Unique U.S. Audience
JULY 2011
JULY 2012
Total Minutes, U.S.
JULY 2011 | JULY 2012
MOBILE
APPS
58.8 B
129.4 B
120%
MOBILE
WEB
MOBILE WEB
82%
52,435,000 | 95,176,000
22%
85%
55,001,000 | 101,802,000
MOBILE APPS
23.0 B
28.1 B
PC
348.6 B
362.7 B
4%
430.4 B
TOTAL
520.1 B
21%
213,253,000 | 204,721,000
4%
People continue to spend more
time on social networks than any
other category of sites—20% of
their time spent on PCs and
30% of their mobile time.
PC
3
© Nielsen 2012
17
%
© Nielsen 2012
of consumers’ PC time is spent on
Facebook, the most popular
web brand in the U.S.
4
15. 81.1M
85.8M
SOCIAL NETWORKING
TIME SPENT
ON SOCIAL MEDIA
IS ALL ABOUT
MOBILE
5.7B
40.8B
74.0B
121.1B
43.0M
44.8M
Total
Minutes
Distribution
of Social
Media
Time
Spent
61%
5%
59.5B
YOY CHANGE
Social Networking Time per Person in HH:MM
PC
MOBILE WEB APP
6:13
MALE
6:44
8:37
FEMALE
AGES 18-24
MOBILE
APPS
MOBILE
WEB
Unique U.S. Audience for
Social Networking
163.6M | 171.8M
© Nielsen 2012
9:43
10:15
11:01
AGES 25-34
AGES 35-44
11:05
9:04
8:12
8:34
AGES 45-54
JULY 2011 | JULY 2012
34%
23.2B
JULY 2012
JULY 2011
88.4B
4.4B
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. Compared to last year,
consumers increased their social app time by
76 percent, spending more than seven times
more minutes on apps than the mobile web.
While the social media audience via PC
declined a slight five percent from a year
ago, time spent increased 24 percent over
the same period, suggestinging that users
are more deeply engaged.
5%
AGES 55-64
AGES 65+
WHITE
AFRICAN-AMERICAN
HISPANIC
ASIAN
© Nielsen 2012
6:57
4:18
8:46
5:20
4:06
3:42
7:24
8:07
7:47
8:20
7:19
7:49
11:13
6:42
6
16. A LOOK AT THE TOP SOCIAL NETWORKS
Unique U.S. Audience (in millions)
The list of most-visited social networking sites is pretty much the same whether people are
going online through a PC browser, through their mobile web browser or using an app. Mobile
usage once again proves to be a key component of social as each of the top networks via mobile
web saw significantly greater growth compared to its PC audience over the last year.
UNIQUE PC VISITORS, U.S.
(AUDIENCE 000)
FACEBOOK
BLOGGER
TWITTER
WORDPRESS
LINKEDIN
PINTEREST
1 5 2 2 2 6
5 8 5 1 8
MOBILE APP
AUDIENCE (000)
7 8 3 8 8
88%
Twitter
2 2 6 2 0
134%
foursquare
1 0 3 8 8
118%
Google+
9 7 1 8
86%
Pinterest
-4%
4 9 4 6
1,698%
Top 5 U.S. Social Networking Apps
Ranked on Total Minutes
Total Minutes
YOY % Change
Facebook
27.0B
61%
Twitter
3.6B
48%
foursquare
3 0 9 4 5
+10%
AUDIENCE (000)
154%
721.0M
6,056%
Google
Latitude
MOBILE WEB
1.9B
Pinterest
-3%
+13%
2 7 2 2 3
YOY CHANGE
Facebook
YOY CHANGE
3 7 0 3 3
2 8 1 1 3
TOTAL
MINUTES SPENT
599.2M
-2%
YOY CHANGE
Facebook
7 4 2 7 4
85%
Twitter
4 2 3 6 6
140%
Blogger
1 9 9 7 9
100%
Top 5 U.S. Social Networking Sites via Mobile Web
Ranked on Total Minutes
Total Minutes
YOY % Change
Pinterest
TUMBLR
2 5 6 3 4
1 9 6 8 0
1 2 5 9 4
114%
Blogger
170.0M
89%
8 5 1 2
162%
Tumblr
164.6M
78%
5 3 2 5
n/a
Reddit
138.0M
342%
Reddit
+20%
9 6 7 1
4 2 7 5
153%
3 5 0 1
57%
-13%
WIKIA
139%
+55%
MYSPACE
486.2M
Myspace
2 6 2 0 1
9%
Twitter
Tumblr
+80%*
4.1B
96%
Wikia
GOOGLE+
4,225%
1 1 9 9 5
Linkedin
+1,047%
1 4 3 1 6
Wordpress
0%
Facebook
Top 5 U.S. Social Networking Sites via PC
Ranked on Total Minutes
Total Minutes
YOY % Change
Facebook
2011
Pinterest
Mobile Web
*Google+ is July 2012 v. Sept 2011, the first month the site became public
© Nielsen 2012
© Nielsen 2012
2012
Pinterest
Mobile Web
62.2B
23%
Tumblr
2.1B
65%
Twitter
1.8B
72%
Pinterest
1.3B
N/A
Blogger
816.1M
-17%
8
17. A SPOTLIGHT ON PINTEREST
WHO IS USING PINTEREST?
Pinterest has experienced exponential growth since bursting on the scene last year. Although
that growth has leveled over the last few months, Pinterest had the largest year-over-year
increase in audience and time spent of any social network, across PC, mobile web and apps.
U.S. Audience Composition
Unique U.S. Audience
30,000,000
27,223,000
25,000,000
PC
20,000,000
14,316,000
15,000,000
30%
MALE
10,000,000
MOBILE
WEB
28%
70%
FEMALE
84%
72%
4,946,000
5,000,000
0
JUL 11
AUG 11
SEP 11
OCT 11
NOV 11
DEC 11
JAN 12
FEB 12
MAR 12
APR 12
MAY 12
JUN 12
JUL 12
MOBILE
APPS
AGES 18-24
14%
2012 Total Minutes Spent
1,255,225,000
8%
720,973,000
AFRICAN-AMERICAN
ASIAN
© Nielsen 2012
© Nielsen 2012
6%
3%
18%
4%
1%
22%
86%
WHITE
31%
5%
7%
HISPANIC
31%
33%
24%
AGES 50-64
20%
37%
31%
AGES 35-49
AGES 65+
120,486,000
22%
24%
AGES 25-34
9
16%
22%
79%
5%
7%
74%
10%
7%
10
18. HOW, WHERE AND WHY WE CONNECT
WHY WE CONNECT
While the computer is still the primary device used to access social media, the last year saw
significant increases in usage, most notably through tablets and Internet-enabled TVs.
It may be fun to follow celebrities, but actually knowing someone still matters when deciding
to connect on social networks.
63% 60% 65%
HOW WE CONNECT
13% 16% 10%
%
16%
7
%
3%
MOBILE
PHONE
TABLET
7
%
HANDHELD
MUSIC PLAYER
3%
4%
GAME
CONSOLE
2%
4%
INTERNET
ENABLED
TELEVISION
2%
3%
E-READER
Want to increase
connection count
MEN
Always accept
all requests
AMUSED CONTENT
JEALOUS
INDIFFERENT ANGRY
WASTED TIME OVERWHELMED SAD
R
S
GE
EA IOU
More than half of people aged 25-34 use
social networking in the office, more
than any other age group.
© Nielsen 2012
WOMEN
GENERAL FEELINGS AFTER PARTICIPATING
IN SOCIAL NETWORKING
EXCITED
11
Person’s number
of connections
Person’s
physical
attractiveness
TOTAL
INFORMED
AGES 25-34
51%
TMI? Nearly a third (32%) of
people aged 18-24 use social
networking in the bathroom.
6% 8% 4%
CONNECTED
WHERE WE CONNECT
AGES 18-24
5% 7% 4%
Mutual
friends
Quality of
profile photo
6% 7% 4%
%
9% 14 4%
46%
Interested in
keeping up
8% 10% 6%
Acccess to
business
networks
Know person
in real life
37%
COMPUTER
50% 52% 48%
HAPPY
94
2011 | 2012
ENGERGIZED
97
%
42% 41% 44%
NX
A
© Nielsen 2012
76%
positive
24%
neutral
21%
negative
12
19. SIMULTANEOUS SMARTPHONE AND
TABLET USAGE WHILE WATCHING TV
Having a mobile device on-hand while watching TV has become an integral part of consumer
routines—41 percent of tablet owners and 38 percent of smartphone owners use their device
daily while in front of their TV screen. Not surprisingly, social networking is a top activity on
both devices, but people aren’t just chatting with their social connections, they’re also
shopping and looking up relevant program and product info.
TWITTER DRIVES SOCIAL TV
Twitter has emerged as a key driver of social TV interaction. During June 2012,
a third of active Twitter users tweeted about TV-related content, an increase of
27 percent from the beginning of the year.
% of Active Twitter Users Tweeting about TV, U.S.
33%
Simultaneous TV/Mobile Device Usage, U.S.
28
%
22%
26%
45%
30%
27%
29%
Shopping
38%
44%
Visited a social
networking site during
the program
23%
35%
Looked up information
related to the TV program
being watched
JANUARY
15%
26%
Looked up product
information for an
advertisement seen on TV
12%
FEBRUARY
MARCH
SPOILER ALERT
24%
Nearly a quarter of people aged
18-34 use social media to
comment on what they
like/dislike about a storyline
while watching TV
Looked up coupons or
deals related to an
advertisement seen on TV
© Nielsen 2012
© Nielsen 2012
APRIL
MAY
JUNE
TALKING TV
Adults aged 35-44 are
the most likely to
discuss television
programming with their
social connections
14
20. SOCIAL CARE
Social care, i.e. customer service via social media, has become an immediate imperative for
global brands. Customers choose when and where they voice their questions, issues and
complaints, blurring the line between marketing and customer service. Brands should
consider this evolution and ensure they are ready to react on all channels.
ON AVERAGE,
47% OF SOCIAL MEDIA USERS
ENGAGE IN SOCIAL CARE
SOCIAL CARE VS
CUSTOMER SERVICE BY PHONE
TOTAL
30%
P 18-24
37%
P 25-34
35%
P 35-44
31%
P 45-54
26%
P 55-64
24%
17%
P 65+
One in three social media users
prefer social care to contacting a
company by phone
CHANNELS USED TO ACCESS SOCIAL CARE
Consumers turn to a wide variety of social media platforms for social care. Social media users
are most likely to comment on or ask a question about a company’s product or service on
Facebook, both on the company’s page (29%) and on their personal page (28%).
29%
Facebook | Company’s Page
28%
Facebook | User’s Personal Page
15%
Official Company Blog
14
Twitter | Personal Handle (no @ mention of company)
9% Daily
13
Twitter | Company’s Handle (tweet from user’s personal handle
including an @mention of company)
21% Weekly
12%
YouTube | Company’s Channel
11
YouTube | User’s Personal Channel
FREQUENCY OF SOCIAL CARE USE
AMONG USERS
%
%
70% Monthly
15
%
11%
© Nielsen 2012
© Nielsen 2012
Non-company Blog
16
21. THE CONSUMER DECISION JOURNEY
FREQUENCY OF SOCIAL ACTIVITIES
Percent of social media users participating at least once a month
The days when companies could tightly control brand messaging and progress consumers
along a linear purchase funnel have long ended. Social media has fundamentally changed the
consumer decision journey. Consumer decisions and behaviors are increasingly driven by the
opinions, tastes and preferences of an exponentially larger, global pool of friends, peers
and influencers.
70%
Hear others' experiences
65%
+
53%
Compliment brands
Learn more about
brands/products/
services
_
50%
Express
concerns/complaints about
brands/services
47%
Share
money incentives
© Nielsen 2012
© Nielsen 2012
20
22. THE GLOBAL SOCIAL CONSUMER
A recent Nielsen survey of more than 28,000 global
consumers with Internet access explored social media’s
global reach and impact. From how consumers
connect and interact with social media to social’s
influence on what people buy, there are
noticeable differences across regions, which
are highlighted in the following special
section focusing on the global
social consumer.
INTERNET
ENABLED
TV
9%
ASIA-PACIFIC
4%
9%
EUROPE
M. EAST/AFRICA
4%
LATIN AMERICA
5%
HOW DO YOU ACCESS SOCIAL
NETWORKING SITES?
ASIA-PACIFIC
COMPUTER
GAME
CONSOLE
93%
96%
ASIA-PACIFIC
EUROPE
91%
96%
M. EAST/AFRICA
LATIN AMERICA
3%
2%
3%
MOBILE PHONE
EUROPE
33
%
48%
M. EAST/AFRICA
LATIN AMERICA
21
33%
TABLET
ASIA-PACIFIC
28%
8
10%
6%
M. EAST/AFRICA
LATIN AMERICA
LATIN AMERICA
M. EAST/AFRICA
HANDHELD
MUSIC PLAYER
EUROPE
59%
ASIA-PACIFIC
EUROPE
5%
ASIA-PACIFIC
2%
2%
© Nielsen 2012
© Nielsen 2012
EUROPE
2%
%
LATIN AMERICA
M. EAST/AFRICA
22
23. ARE YOU INTERACTING
WITH SOCIAL MEDIA
WHILE WATCHING TV?
THE GLOBAL CONSUMER
DECISION JOURNEY
63%
MIDDLE EAST/
AFRICA
52%
LATIN
AMERICA
The role of social media in the consumer
decision journey extends beyond North
America, and indeed is even more
pronounced in other regions.
47%
ASIA-PACIFIC
Social media’s influence on purchase
intent is strong across all regions, but
strongest among online consumers in the
Asia-Pacific, Latin America and Middle
East / Africa markets. Thirty percent of
online consumers in the Middle East /
Africa region and 29 percent in Asia-Pacific
use social media on a daily basis to learn
more about brands/products/services,
with one-third of respondents in both
regions connecting on a weekly basis.
38%
EUROPE
YES
23
NO
© Nielsen 2012
followed closely by: Travel/Leisure (60%),
Appliances (58%), Food/Beverages (58%),
Clothing/Fashion (58%) and Restaurants
(57%). These categories were also the
most discussed products/services via
social networking.
Social media represents a huge
opportunity for brands to gain positive
favor with consumers. With growing
disposable income in emerging markets,
savvy marketers can harness the growing
adoption and influence of social media to
impact business.
Across all regions, social media has
the potential to influence consumers’
entertainment and home electronics
purchase decisions. These categories are
© Nielsen 2012
24
87. Non basta fare il bene,
bisogna anche farlo bene
!
(Denis Diderot)
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