2012-12-03-尼尔森-Reports_and_Insights_The_Social_Media_Report_2012_Nielsen_15页_1mb

2012 Social Media Report Summary

1. State of Social Media (2012)

Social media transitioned from a nascent concept to a mature, integral part of daily life and global communication, driven by advancements and widespread adoption.

Key Growth Factors:

• Mobile Revolution: Significant growth in time spent on social media via mobile devices; mobile apps accounted for most spending growth. Mobile usage increased overall by 21% (PC) and apps doubled.

Changes in User Behavior:

• Time Spent: Users spend an average of 3:42 (female) and 2:43 (male) per day on social media. Females spend significantly more time than males. Younger demographics (18-24 years) spend the most time (11 hours/day vs older demographics).
• Device Shift: Greater reliance on smartphones and tablets for accessing social media; mobile platforms contributed significantly to usage growth.
• Influence & Engagement:
  • Users predominantly prefer Facebook and Twitter.
  • Opportunity for brands exists via social "care" (customer service), with nearly half of users engaging via social.
  • Consumers respond better to ads shared by connections and those linked to their profile info in social contexts.
  • Ads via social networks are rated less annoying than other online ads by roughly one-third of users.

2. Evolving Functionality & Usage

Social media increasingly serves commercial, informational, entertainment, and customer service functions.

• E-commerce & Discovery: Users actively seek product info, coupons, or deals via social media.
• Social TV: Twitter was a key driver for social TV interaction. Having mobile devices while watching TV became common practice for social networking, shopping, and information lookup.
• Customer Service”: Social media is increasingly used as a primary channel for customer care, with clear preference over phone calls among users.

Consumer Usage Trends:

• 63% use social media to learn about products/services.
• 51% look up reviews before purchasing.
• 21% purchase via coupon/discount links in social media.

3. Global Insights & Differences

Usage and influence of social media varies across global regions.

• Primary Access: Computer remains dominant (≈90%+ of users globally), followed by mobile platforms. Television-integrated social is prominent in countries like Middle East/AFRICA (over 50%) and LATIN AMERICA (over 50%).
• Influences & E-commerce: Asia-Pacific shows highest likelihood for social media influencing e-commerce decisions (e.g., travel, electronics, home products). Lowest concern is expressed for financial products.
• Consumer Attitudes: Despite variability, social media is seen as a helpful source for reviews, inspiration, and shopping incentives.

4. Emergent Platforms & Opportunities

Pinterest had a significant breakthrough in 2012 in terms of audience growth and time spent. Vertical platforms like Tumblr also saw increased popularity.

Key Platforms:

• Facebook (+88% YoY audience/growth), Twitter (+134% YoY Audience Growth), Pinterest (+605% YoY Audience Growth)
• Social care and tailored advertisement campaigns are opportunities for smart engagement.

5. Conclusions

In 2012, social media is reshaping communication and commerce. The platform functions as:

• global word-of-mouth (social word-of-mouth)
• extended marketing channel (social advertising)
• customer touchpoint (social care)
• tool for engagement, discovery, and research (ranging from shopping to TV viewing)

**Note:** A more concise breakdown of the changes contributing to social media becoming dominant could be integrated into the main summary while maintaining the overall flow and key points.