Monday, April 29, 2013

Study: Social Media's Climb Highlighted


Preliminary findings from The Media Audit's soon-to-be released 2012 National Report highlights that popular social media websites such as Facebook, Twitter, and LinkedIn are continuing to increase in their popularity. According to the study, 61.6% have now visited these websites with the past month. The figure represents more than 89 million monthly unique website visitors across 105 markets measured by The Media Audit.

The figure, when compared to last year's 58.5% who visited these sites represents another 5.3% gain in only a year.


Among those 89 million monthly unique website visitors, 83.4 million have visited Facebook within the past 30 days, suggesting Facebook is still king when it comes to social media websites. In 2011, 54.7% of all adults had visited the popular social media website, compared to 57.5% in 2012, resulting in a 5.1% gain for the year.

Within the same time frame, LinkedIn grew from 15.7% in 2011 to 17.6% in 2012 who had visited the website with the past 30 days, representing a 12% gain. The resulting figure represents more than 25 million who logged on to the social media networking site aimed at reaching business professionals.

The percent who visited Twitter grew by the greatest percent within the same period. According to the report, those who visited Twitter in the past 30 days grew from 12.4% in 2011 to 14.4% in 2012, the latest figure representing a 16% growth.

With social media driving daily Internet usage upwards, the demographics of these heavy users continues to be an attractive target for many advertisers. For example, when characterizing media usage among those earning more than $150,000 in annual household income, the greatest percent are heavy Internet users, compared to being heavily exposed to TV, newspaper, direct mail, or outdoor billboards.  Among those earning $150,000 in household income, 55.3% are considered heavy Internet users, a figure that is 63% higher when compared to typical web usage among the general population.

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