BusinessInsider reporting:
We tend to talk about social networks in terms of size, because audience
reach is one of social media’s biggest advantages. That’s why Facebook
gets so much attention. With 1.2 billion monthly active users, it’s a
beast.
But as audiences adopt newer social networks, and people’s social
activity becomes increasingly fragmented, other measures of social
network activity become more important, especially for businesses trying
to determine where to best allocate time and resources. How much
time users spend on each social network and how
engaged and interactive they are with content there are increasingly important ways of evaluating the sites.
Here are our findings:
- Social is now the top Internet activity:
Americans spend an average of 37 minutes daily on social media, a
higher time-spend than any other major Internet activity, including
email.
- Social-mobile rules: 60% or so of social media time is spent not on desktop computers but on smartphones and tablets.
- Facebook has a monster lead in engagement:
Facebook is a terrific absorber of audiences' time and attention, 114
billion minutes a month in the U.S. alone, on desktop PCs and
smartphones. By comparison, Instagram commands 8 billion minutes a
month, and Twitter just 5.3 billion.
- Facebook attracts roughly seven times the engagement that Twitter does, when looking at both smartphone and PC usage, in per-user terms.
- Snapchat is a smaller network than WhatsApp, but outpaces it in terms of time-spend per user.
- Pinterest, Tumblr and LinkedIn have made major successful pushes in 2013 to increase engagement on their mobile sites and apps. The new race in social media is not for audience per se, but for multi-device engagement.
- Multi-device social media:
Our analysis is based on BI Intelligence's social media Engagement
Index, which compares the effectiveness of social networks in keeping
individual users engaged across smartphones and desktop PCs (for an explanation of the Index, sign up for instant access to BI Intelligence).
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