Nielsen just released the Q3 social media report for 2011. The report is highly condensed but there are a few things that really stand out…

To view the report visit this link here.

Facebook rules them all. American’s spend more time on Facebook than any other site. Even with competition from Google+ I see this trend continuing. It’s where your friends, family, and connections are online. The audience still trends towards female’s as they make up 62% of the page views.

A stat that might be surprising to some is that internet users over the age 55 are driving growth of social networking through the mobile internet. I’ve mentioned on the podcast that one of the largest use and growth groups for tablets is the 55+ market. New data from Nielsen says that people over the age of 45 now account for 37% of the tablet market (iPad, market).

Tumblr is growing in strength and engagement. It has nearly tripled its audience from a year ago a 183% change. Audience leans towards female at 53% and 18-49 year olds make up 70% of the audience.

Other Notable Info

  • In terms of video it seems women view video more but men tend to watch longer.  I’m not sure what this tells us in terms of video engagement other than men and women might prefer different video types.
  • Social networking app usage is up 30% from 3Q 2010. I believe this will continue into Q4 and well into 2012.
  • 53% of active social networkers follow a brand and 32% follow a celebrity.
  • 75% more likely to be heavy spenders on music
  • 47% more likely to be heavy spenders on clothing, shores, accessories