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Would you be able to spend 73 percent more of your time on Facebook, Twitter or any other social networking site? According to Nielsen’s “The Global Online Media Landscape” report, released April 22 at the Ad-Tech conference in San Francisco, time spent on social networking sites increased 73 percent in the last year — so who’s actually working? The report also found that in February 2009, people used social network sites, such as Facebook and Twitter, more than they used web-based email for the first time.
Additional nuggets from the report include:
• The number of American users frequenting online video destinations has climbed 339 percent since 2003.
• Time spent on video sites has shot up almost 2,000 percent over the same period.
• In the last year alone, unique viewers of online video grew 10 percent, the number of streams grew 41 percent, the streams per user grew 27 percent, and the total minutes engaged with online video grew 71 percent.
• There are 87 percent more online social media users now than in 2003, with 883 percent more time devoted to those sites.
Though online advertising has been hit along with all advertising mediums, the longer-term prospects for global online advertising continue to be bright, according to Nielsen. Here are a few excerpts from the report:
• Led by social media, search and video, the Internet’s share of total ad spend will continue its steady upward trend as global economies emerge from the current recession.
• Given the increased focus on digital marketing by leading packaged goods companies, the Internet’s share of commerce will continue to rise as well.
• Marketers are being forced to adapt to social networking capabilities. In the age of Twitter, feedback barriers have all but disappeared, creating a near friction-free environment for playing back brand experience, campaign reactions or brand events. Recent public cases involving Motrin, Amazon and Domino’s show that marketers must be quick and savvy to react to these unprecedented channels of instant feedback.
• Thirty percent of U.S. mobile subscribers recalled seeing some form of advertising while using their mobile phones, up from 18 percent one year prior.
To download the full report, click here.