Social Media Report

by | Sep 14, 2011 | Insights | 0 comments

The Nielsen Company’s third quarter “State of the Media: The Social Media Report” reveals some interesting insights as to how Internet users spend their online time.

“Sixty percent of people who use three or more digital means of research for product purchases learned about a specific brand or retailer from a social networking site. Forty-eight percent of those consumers responded to a retailer’s offer posted on Facebook or Twitter.”

Key Findings

  • Nearly 4 in 5 active Internet users visit social networks and blogs
  • Close to 40% of social media users access social media content from their mobile phone
  • Internet users over the age of 55 are driving the growth of social networking through the Mobile Internet
  • 70 percent of active online adult social networkers shop online, 12 percent more likely than the average adult Internet user
  • 53 percent of active adult social networkers follow a brand
  • 23 percent of the time spent online can be attributed to social networks and blog sites

Who is the Average Social Network and Blog Visitor?

She is an 18-34 year old with an average household income of less than $50,000 per year. However, as the chart below illustrates many 35-49 year olds are also spending time on social sites.

Social Media Demographics


One part of the Nielsen report that may not be too surprising, is that Facebook is the social media website of choice.

Social Media Website Statistics

Social Media and Mobile Devices

More consumers are using their smartphones to access social media. Of the top 10 categories of apps used by smartphone owners, social networking ranked third behind games and weather. Facebook was the most popular app across all operating systems.

Consumers trust recommendations from their peers. Consumer created reviews and ratings are the preferred source of information about product value, price and quality.

Connecting to the Social Media User

Internet users are spending time online visiting social media sites via their smartphones. As a retailer, it is important to connect to the increasing mobile market. Share product information on your Facebook and Twitter sites and entice your visitors with specials and promotions.

Social Share

Your online store should also incorporate product reviews and ratings. Make sure you are taking advantage of the social influences. Consumers like to share their discoveries with their peers. Make it easy for them to post products they love on their Facebook page.


Cyndi Williams

As COO and co-founder of novusweb®, Cyndi focuses on managing online operations for select clients. She is an expert in operating stores, including fulfillment, advertising, and social media.


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