Nielsen social media data

New data out from Nielsen:

• Social networks and blogs continue to dominate Americans’ time online, now accounting for nearly a quarter of total time spent on the Internet
• Social media has grown rapidly – today nearly 4 in 5 active Internet users visit social networks and blogs
• Americans spend more time on Facebook than they do on any other U.S. website
• Close to 40 percent of social media users access social media content from their mobile phone
• Social networking apps are the third most-used among U.S. smartphone owners
• Internet users over the age of 55 are driving the growth of social network- ing through the Mobile Internet
• Although a larger number of women view online video on social networks and blogs, men are the heaviest online video users overall streaming more videos and watching them longer
• 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, while 32 percent follow a celebrity
• Across a snapshot of 10 major global markets, social networks and blogs reach over three-quarters of active Internet users
• Tumblr is an emerging player in social media, nearly tripling its audience from a year ago
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