Time spent on social media is up 37% over a year ago, according to a new study.(Photo: Thinkstock)
If you have found yourself using Facebook and Twitter in the bathroom, you are not the only one.
one-third (32%) of the heaviest adopters of social networks - those
ages 18 to 24- connect with sites such as Facebook and Twitter in the
bathroom. The new data, from NM Incite, offer a glimpse into the growing
devotion that Americans have to social networks.
Time spent on social networks increased 37% over 12 months ago, according to the new report out today.
media is truly everywhere in people's lives," says Deirdre Bannon, vice
president of social-media solutions at NM Incite, a joint venture of
Nielsen and consulting firm McKinsey & Co. "It is so ingrained and
has touched every facet of everything we do all day long. We are
literally taking our phones with us to the bathroom and connecting on
Linking up with social networks in the loo transcends ages.
than one-fourth (28%) of those ages 25-34 are bathroom social
networkers, as are 15% of those ages 35-44. Both sexes are equally
likely to use social networks in the bathroom, with 14% of them saying
At work, those most likely to use social networks were
those ages 25-34, more than half of whom (51%) were connected in the
office. "People are connected at work because they are always on,"
Bannon says. "But part of it is they are tapping into that exponentially
broader universe to get information about products, eventsand brands.
It has both the social component, as well as the informational aspect."
people are on the Internet than a year ago - and they are spending more
time connecting to social networks. The number of PC-based Internet
users dropped slightly, from 213.2 million in 2011 to 204.7 million, or a
4% decline. That was offset by an 85% increase in those connecting to
the Internet on mobile apps (101.8 million, up from 55 million) and 82%
on mobile Web browsers (95.2 million, up from 52.4 million).
findings come from Nielsen data gathered from more than 200,000 Internet
users during July and roughly parallels online measurement firm
ComScore's recent estimate of a U.S. Internet audience of 234.9 million
on PCs and mobile devices.
Nearly one-third (30%) of all time
spent on mobile devices is spent on social networks, compared with 20%
of all time spent on PCs. Personal computers remain at "the center of
the social-networking experience and most of the time spent is actually
there," Bannon says. However, "People are connecting through more mobile
devices ... (and) they are also increasing their engagement with social
media regardless of what device they are accessing."
devices, overall time spent on social networks rose 37% - the average
woman spent 18 hours and 20 minutes per month, while men spent about 13
hours. The biggest social networkers? Those ages 18-24 who spend more
than 21 hours each month on social networks, followed by the 25-34 age
group at more than 20 hours.
Top social-network site Facebook
actually saw a slight decrease in users - down 4% to 152.2 million users
on PCs - but time spent on the site rose 23%. Overall, Facebook
accounts for 17% of all time that Internet users spend online, Bannon
says. "The story about Facebook is still a story of just tremendous
growth and engagement."
On the rise: Pinterest, the
fourth-most-popular social-networking site based on time spent, behind
Tumblr and Twitter - and the sixth-most-popular based on users (27.2
million) behind Blogger, Twitter, Wordpress and LinkedIn.
exploded onto the scene in 2012," Bannon says. Meanwhile, Twitter and
Tumblr continue to grow "and new social-media channels continue to
emerge and catch on."