Nielsen: African-Americans lead Hispanics in social media penetration on
(January 6, 2016) Whether it's commenting on a one-handed grab a
football player made, sharing pictures of a night on the town or
re-posting a trending news story, social networking has become just
another part of the media lifestyle for many U.S. consumers. It's also
an increasingly important way for networks, advertisers and agencies to
get a read on viewer engagement, help drive tune-in and even assist
campaigns in boosting earned media.
According to Nielsen's third-quarter Comparable Metrics Report, which
looked at social networking continues to increase its overall reach
across many different platforms, screens and devices.
The report found that during an average week, 156 million adult
consumers engaged in social networking on a smartphone alone. That's
about 65% of the U.S. population! That's also a 13% increase in adult
users from the comparable week a year ago. On tablets, social networking
platforms reach about 58 million U.S. adults weekly - nearly a quarter
of American adults.
The rise in reach of social networking has been helped by the increasing
ubiquity of smartphones and tablets -- which now can be found in 78% and
54% of homes respectively, according to Nielsen's third-quarter 2015
Total Audience Report. What's more, is that smartphone penetration
jumped 6 percentage points from the third quarter of 2014, while tablet
penetration increased 10 percentage points.
However, while social networking appeals to all races and ethnicities,
marketers should take note: Differences do exist in how these groups may
be sharing their digital voices or reading the voices of others.
For instance, social networking on a PC reached more than 27% of black
adults in a typical week -- the highest of any multicultural group among
PCs -- versus 23% for Hispanics. Social media's weekly reach of Black
consumers through tablets was just under 20% and just 15% for Hispanics.
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