This presentation is a summary of findings by the State of Social Media for 2012 released by Nielsen, and the lessons to be learned from the findings.

1. Open Social Media: Where we tell it like it is
How can the State of Social Media 2012 report
by Nielsen and NM Insight help you plan for 2013
By: Sherry Nouraini
Founder/CEO Captive Touch
Founder/Host Social Media Initiative

2. Open Social Media: Where we tell it like it is
Questions addressed by the Nielsen and NM Insight’s Study
•What is helping to power the continued growth of social
networking around the world
•How consumers’ social media behavior is evolving
•How these changes impact the way brands and consumers
engage through social networks.

3. Open Social Media: Where we tell it like it is
Where do US consumers spend their time
• 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
Smart phone owners entered the market and the number of
available apps multiplied.

4. Open Social Media: Where we tell it like it is
The Nielsen U.S. Social Media Survey 2012 is based on a
representative sample of 1,998 adult (18+) social media users
who were recruited from the Nielsen Online Panel to take an
online survey. “Social media user” is defined as participating,
talking, and networking online through various platforms to
share information and resources. This includes Internet forums,
blogs, Facebook, Twitter, video sharing, consumer rating and
other social networking websites. The survey fielded from
July 19 to August 8, 2012.

5. Open Social Media: Where we tell it like it is
How do US consumers access social media sites
• 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.

6. Open Social Media: Where we tell it like it is
How much time different demographic groups
in the US Population spend on social networking
• Gender: Females spend 3 more minutes than males (mobile
or PC)
• Age group: Time spent has reverse correlation with age.
(mobile or PC)
• Ethnicity: White, Hispanic, African American, Asian about
the same time on PC, but Hispanics spend the most time on
the mobile web and apps

7. Open Social Media: Where we tell it like it is
What are mostly visited social networking sites
Via mobile or PC
• Facebook (still tops the charts)
• Twitter
• Blogger
• Wordpress
• Linkedin
• Pinterest
• Google Plus
• Tumblr
• My space
• Reddit
•All showed an increase in mobile access by at least 50%

8. Open Social Media: Where we tell it like it is
Two ways to interpret this
1- If you want to have the most eyeballs, focus
On these Social Networking sites
Or
2- Find niche social networking sites for your target
Market so your message does not get lost.
Alternatively, create your own community for
Your target market.

9. Open Social Media: Where we tell it like it is
Pinterest is a rock star
• 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.
•Majority of Pinterest users are white females between the
ages of 25 to 50.

10. Open Social Media: Where we tell it like it is
How, where, and why we connect in social
Networking sites
• How: Still mostly through PC, but the up surge in usage is
via mobile devices and Apps.
• Where: One third of 18-24 year olds use SM in the bathroom
More than fifty percent of 25-34 year olds use at
work
• Why: Majority of those surveyed (male or female) cite
connecting with someone they know directly, or through a
mutual friend as motivation to connect on social networks

11. Open Social Media: Where we tell it like it is
Take away:
1- Websites need to be mobile friendly
2- Seriously take a look at developing a mobile app
for your business (I don’t mean a mobile version
of your website!
3- If you borrow your little cousin’s phone, wipe it
with santizer first!
4- Stop planning a funeral for Facebook. Most people
Are there to make personal connections

12. Open Social Media: Where we tell it like it is
General feeling after participating
In social networking sites
76% Positive
24% Neutral
21% Negative

13. Open Social Media: Where we tell it like it is
Social TV is now the norm
• 41 percent of tablet owners and 38 percent of smartphone
owners use their device daily while in front of their TV screen
to do the following:
• Chatting with friends about the movie (mostly Twitter)
• Shopping
• Looking up info related to a TV program
• Looking up coupons or deals related to TV commercial
• Looking up product information related to a TV ad

14. Open Social Media: Where we tell it like it is
Take away:
1- Great source of data for TV producers
2- Great source of data for brands to gauge
their audience’s preference, get into their minds

15. Open Social Media: Where we tell it like it is
Social Care=Social media as customer service
is becoming the norm.
• 47% of social media users engage in social care
 9% Daily
 21% Weekly
 70% Monthly
• One in three social media users prefer social care
as opposed to a phone call

16. Open Social Media: Where we tell it like it is
Where do customers go for social care?
• Facebook company page 29%
• Facebook personal profile 28%
• Official company blog 15%
• Twitter personal twitter handle 14%
• Twitter Company’s handle 13%
• Youtube Company Channel 12%
• Youtube User’s personal channel 11%
• Non-company blog 11%

17. Open Social Media: Where we tell it like it is
Take away:
1- People expect you to have a Facebook page
2- Don’t plan a funeral for Facebook just yet
3- People expect you to have a company blog
4- People expect you to have a Twitter page
3- Linkedin company profile is not used at all,
interesting!

18. Open Social Media: Where we tell it like it is
Advertising on Social Media
Brands and advertisers looking to share their message on
social might consider this:
• While a third of people find ads on social networks to be
annoying, more than a quarter of people are more likely
to pay attention to an ad posted by a friend.
• Social Like are the most common action taken after seeing
a social ad and can be a great way to raise a brand’s visibility.
• White consumers are the least likely, and Asian consumer
the most likely to interact with an Ad

19. Open Social Media: Where we tell it like it is
Frequency of social activities as a measure
Of the consumer decision journey
• 70% want to use other’s experiences
• 65% want to learn more about brands/products
• 53% complement brands
• 50% express concerns/complaints
• 47% share money incentives
• Consumer decisions and behaviors are increasingly
driven by the opinions, tastes and preferences of an
exponentially larger, global pool of friends, peers
and influencers.

20. Open Social Media: Where we tell it like it is
Major take aways from Mary Meeker’s report
• 2.4B Global internet users in 2012
• 1.2 Billion Smartphone subscribers (42% growth) at
only 17% mobile subscribers)
• 29% of USA adults own Tablet/ereader
• Global mobile traffic growing rapidly to 13% of
internet traffic
• Mobile monetization growing rapidly (67%Apps,
• 33% Ads)

21. Open Social Media: Where we tell it like it is
• Percentage of mobile and internet users on the
rise but this resource is hugely under utilized
and projected to grow ($20B Opportunity in USA)