Almost 1/5th of Time Online is Spent With Social Media


According to a new survey out from Nielson, we are spending on average 17 percent of our online time socializing, nearly triple the percentage of time spent on social media a year ago.

According to Jon Gibbs, the VP of Media & Agency Insights @ Nielsen’s online division: “While video and text content remain central to the Web experience – the desire of online consumers to connect, communicate and share is increasingly driving the medium’s growth.”

It appears this increase in usage is driving increased ad revenues as a result – year-over-year, estimated online advertising spend on the top social network and blogging sites increased 119 percent, from approximately $49 million in August 2008 to approximately $108 million in August 2009.

It should be no surprise that the Entertainment Industry led in growing its online ad dollars, increasing ad spending on the top social network sites by 812% in August -but what about B2B?

Surprise surprise surprise…of the 13 industries tracked by Nielsen in this survey; B2B ranked 3rd in overall Year-Over-Year growth with 184% growth; only trailing Entertainment (812%) and Travel (364%).  Also surprisingly facebook was the leading platform for ad impressions for the b2b space.

You can see all 13 industries in the link below to the full survey.

The detail on spending and ad impressions for the 13 industries was fascinating; but I would have liked to see the breakdown of usage by these industries too – perhaps the 17% of time online is the average; but I have to suspect it’s lower for b2b folks (could be wrong); but overall some compelling trends to continue to monitor and watch.

http://en-us.nielsen.com/main/news/news_releases/2009/september/nielsen_reports_17

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