2016 Nielsen Social Media Report
Posted on January 19, 2017
“What’s next?” That question drives our industry every day. Answering it isn’t easy. You don’t get there using conjecture or assumptions—you get there using passion, precision, experience and rigorous science. And when it comes to measuring the breakneck evolution of social media—answering the question can be as difficult as it is vital. But when you take a closer look at up-to-the-minute social media data, the direction forward snaps into focus.
Social media is one of the biggest opportunities that companies across industries have to connect directly to consumers. And it turns out that social media users can be pretty receptive—especially heavy users, who spend over 3 hours per day on social media.
Meet the brand and media advocates.
So, who are they? Surprisingly, the heavy social media user group isn’t Millennials. In fact, Generation X (ages 35-49) spends the most time on social media: almost 7 hours per week versus Millennials, who come in second, spending just over 6 hours per week. They’re female, 25% of their time online is spent on social media (vs.19% of males), and they reach across cultures. They’re likely to be on Facebook on Sundays via smartphone, while watching primetime.
Knowing who these potential brand/media activists are is only the half of it—the most important part of winning them over is understanding where and how to connect with them successfully.
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