More than twice as many people age 55 and older visited social networks on their mobile phone in Q3 2011 compared to Q3 2010, according to a September 2011 report from The Nielsen Company. Data from “The Social Media Report Q3 2011” indicates that during Q3 2011, the number of people 55 and older performing mobile social networking grew 109% year-over-year.
Other demographic groups experiencing notably large growth in mobile social networking compared to Q3 2010 include Asian/Pacific Islanders (76%), 35-to-54-year-olds (68%), whites (67%), and 18-to-34-year-olds (61%). With the exception of 13-to-17-year-olds, whose mobile social networking numbers only increased 16%, every group tracked by Nielsen saw the number of people performing mobile social networking grow at least 37% year-over-year (in the case of those with a mixed racial background).
Facebook Dominates Mobile Social Networks
Much as it does in the world of PC-based social networking, Facebook is the clear leader among mobile social networks with about 46.5 million unique mobile visitors during Q3 2011. This was roughly four times the unique mobile audience of its nearest competitor, Twitter, which had about 11.4 million mobile visitors.
More Women View Video on SocNets, Men Watch Longer
During May 2011, more than 31 million people in the US watched video content on social networks and blogs, viewing nearly 157 million video streams. About 17.8 million, or roughly 57%, of those viewers were women.
However, men viewed 83 million streams, or about 53% of the total. In addition, men spent almost 247.7 million minutes viewing online video via social network, or about 53% of the total 470.5 million minutes men and women combined spent viewing videos on social networks.
SocNet Users Have Offline Influence
Active social network users show a greater level of offline influence than average online adults in many areas. For example, they are 75% more likely to spend heavily on music and 47% more likely to heavily spend on clothing, shoes and accessories. In addition, active social network users are 45% more likely to go on a date.
Other offline areas where heavy social network users show more likelihood of participating include giving opinions on TV programs (33%), giving opinions on politics and current events (26%), attending professional sporting events (19%) and working out at a gym or health club (18%).
Online, 53% of active social networkers follow a brand and 32% follow a celebrity.
Females, 18-34-Yr-Olds Most Active Social Networkers
Females make up the majority of visitors to social networks and blogs, and people aged 18-34 have the highest concentration of visitors among all age groups, according to other study results indicating that during Q3 2011, women were 3% more likely than average to use social networkers, and 18-to-34-year-olds were 8% more likely than average.
In addition, Asian/Pacific Islanders were the ethnic group most likely to visit social networks and blogs, indexing 3% than the overall average. Other leading indicators of social network usage include living in New England (2% higher than average), holding a bachelor’s or postgraduate degree (6% higher than average), and earning less than $50,000 per year (2% higher than average).