Nielsen has recently released its findings on the effects of social media on consumer behaviour in major markets.
Social media continues to grow in popularity, proving to be very inﬂuential in consumer purchasing decisions. For instance, among people who use digital means to research product purchases, some 60 percent learn about speciﬁc brands and retailers through social networking sites.
Some points highlighted in Nielsen’s Social Media Report Q3:
- Social networks and blogs account for nearly a quarter of total time spent online by Americans
- Social networks and blogs are the top online destination across 10 global markets, accounting for the most time spent online and reaching at least 60 percent of active Internet users.
- Americans spend more time on Facebook – 53 billion total minutes in May 2011 – than they do on any other website
- Almost 40 percent of access to social media content is by mobile phone
- Social networking growth through the Mobile Internet is driven by users over the age of 55
- 70 percent of adult social networkers shop online – 12 percent more than the average adult Internet user
- Tumblr is an emerging force in social media, nearly tripling its audience in 12 months