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

1. STATEOFTHE MEDIA:
THE SOCIAL MEDIA REPORT
Q32011

7. 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

9. 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 PHOTOBUCKET
8 Source: Nielsen

10. FEMALETOTAL STREAMS
MALETOTAL STREAMS
TOTALSTREAMS
MALE: 83,013,000
FEMALE: 73,861,000
MoreWomen
ViewVideo on
UNIQUEVISITORS
FEMALE: 17,827,000
MALE: 13,639,000
Social Networks,
but MenWatch
Longer
During May 2011, over 31 million people in theU.S.
watched video content on social networks and blogs,
viewing nearly 157 million video streams. Although
over 4,000 more women view video on these sites
compared to men, men are the heaviest users,
streaming more videos and spending 9 percent more
time watching.
VideoUsage on Social Networks and Blogs byGender >>
HomeandWork(May2011) TIME SPENT VIEWING (in minutes)
Female Male Female & Male MALE: 247,671,000
FEMALE: 226,921,000
9 Source: Nielsen

12. 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

14. FOOTNOTES
2-5 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