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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