Nielsen On Social Net Usage
Last week we gave you the latest Pew Research data on social net usage.
Today we have even more social net data from Nielsen.
Like Pew, Nielsen notes some especially strong growth amongst older demographics, in this case pointing out that internet users over age 55 are driving the growth of social networking through mobile devices. 40% of all social media users access these nets via their mobile phone (37%) or IPad (3%) .
Nielsen reports that social nets and blogs now account for 23% of the time Americans spend online. The core demographic — female, age 18-49, educated.
While the research didn’t ask specifically about charitable giving, the report does note that 70% of active online adult social networkers shop online, 12 percent more likely than the average adult Internet user.
I would hypothesize a similar ‘consumer’ pattern with respect to online giving. Evidence: Social netters are 26% more likely to give their opinion on politics and current events. And without giving stat details, Nielsen says that offline, active adult social networkers are more likely than the average adult Internet user to be found at political rallies … tweeting, no doubt!
Finally, 53% follow a brand on a social net … it could be yours!
Tom
P.S. The report indicates usage of all the major social net sites, and includes some limited international data as well.
Behavioral Science Q & A
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