According to the report — which combines data from Nielsen mobile and online meters, buzz data and a survey — Internet users spend more than twice as much time on social networks (including blogs) as they do on online games, the next top web destination by time.
The most popular social network as measured by Nielsen online meters is Facebook, followed by Blogger, Tumblr, Twitter and LinkedIn.
Nine of the 10 most popular social networks were dominated by women. Only LinkedIn had a percentage of men visiting the site that exceeds the percentage of men who are active Internet users. Women also watch more video content than men, although men watch longer videos.
Both genders are increasingly accessing social networks using mobile apps. Social networking app usage is up 30% from the same time last year. Social networking apps are the third most downloaded type of smartphone apps behind only games and weather apps. App growth has not affected the perentage of people who access social networks using mobile browsers. Mobile Internet users account for 47% more unique visits to social networks than they did last year.
Mobile is just one of the many ways Nielsen found social media use becoming universal.
“It’s the first time we looked at the data comprehensively,” says Nielsen’s SVP of Media & Advertising Insights and Analytics Radha Subramanyam. “[What is most surprising to us] is the rapid adoption, the measurable reach of social media. Four out of five Internet users. One of five minutes spent online. When you have those numbers and see their scale, it’s staggering.”