MOBILE
More people are using
smartphones and tablets to access social media. The personal
computer is still at the center of the social networking experience, but
consumers are increasingly looking to other devices to connect on social media.
Time spent on mobile apps and the mobile web account for 63 percent of the
year-over-year growth in overall time spent using social media. Forty-six
percent of social media users say they use their smartphone to access social
media; 16 percent say they connect to social media using a tablet. With more
connectivity, consumers have more freedom to use social media wherever and
whenever they want.
PROLIFERATION
New social media sites
continue to emerge and catch on. The number of social media networks
consumers can choose from has exploded, and too many sites to count are adding
social features or integration. While Facebook and Twitter continue to Apple Iphone 5 Breaks Selling Data be among
the most popular social networks, Pinterest emerged as one of the breakout
stars in social media for 2012, boasting the largest
year-over-year increase in both
unique audience and time spent of any social network across PC, mobile web, and
apps.
How is consumer usage of social media evolving?
THE GLOBAL LIVING ROOM
Social TV is on the rise. The
skyrocketing adoption and use of social media among consumers is transforming
TV-watching into a more immediate and shared experience. As of June 2012, more
than 33 percent of Twitter users had actively tweeted about TV-related content.
Some 44 percent of U.S. tablet owners and 38 percent of U.S. smartphone owners
use their devices daily to access social media while watching television. In
the Latin America region, more than 50 percent of consumers say they interact
with social media while watching TV; in the Middle East / Africa region, more
than 60 percent do. From global events like the Summer Olympics, to regional
events like the Presidential debates in the U.S., consumers around the world
used social media to engage with everyone from close friends to complete
strangers, revolutionizing the television viewing experience.
SOCIAL CARE
Social Care is transforming
customer service. Social media has emerged as an
important channel for customer service, with nearly half of U.S. consumersreaching out directly to brands and service providers to voice their
satisfaction or complaints, or simply to ask questions. In fact, one in three
social media users say they prefer to use social media rather than the phone
for customer service issues.
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