I look forward to metrics and industry reports to understand where the adoption is and where people are spending, making money and so on. Recently i came across nielsen’s report on online usage/behaviour and spend. My usage of this report has grown 746% since it was released. (duh .. yeah read on)

Just because one can make up  a metric does’nt mean it makes sense. As the title says i could be wrong a arbitrary % on this nielsen’s online engagement of internet users report. I found many relevant numbers and some too vague to be a report and highlighted. (as i said .. i may be wrong )

Highlights Of The Report Include

• The number of American users frequenting online video destinations has climbed 339 percent since 2003. [ttb: sound very irrelevant .. since when did we start having online video destination sites? ]
• Time spent on video sites has shot up almost 2,000 percent over the same period. [ttb: are you serious? how can you report this as a relative number? this is like saying users of NotYetInventedProduct are below 20%]
• 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. [ttb: ok now this seems like a good number to report]
• There are 87 percent more online social media users now than in 2003, with 883 percent more time devoted to those sites. [ttb: this is someone sitting there going let me make up a number now .. some startup will use this in their business plan to make their business case]
• In the last year alone, time spent on social networking sites has surged 73 percent.
• In February, social network usage exceeded Web-based e-mail usage for the first time.

full report

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The poll clarifies “substantial differences” between who is and isn’t using social networking sites and networking software, with 51% of all Americans not using Twitter or a social networking site like Facebook or MySpace. Of those who do use the sites, only 16% update their page at least once a day. Also, and despite the hype, only 5% of Americans are using Twitter, according to The Harris Poll.

Other poll results include:

• Three-quarters of those aged 18-34 years old (74%) have a Facebook or MySpace account but this quickly drops off the older one gets. Just one-quarter (24%) of those 55 and older have an account;
• Tweeting is also slightly more prevalent among the young, but not by much; 8% of 18-34 year olds use Twitter, 7% of those 35-44 use it, 4% of those aged 45-54 and just 1% of those 55 and older;
• While men and women use Twitter at the same levels (5% each), women are more likely to have a Facebook or MySpace account (52% versus 45%); and,
• There is also an educational difference in usage of social networking sites. Two in five people with a high school degree or less (40%) have a Facebook or MySpace account compared to 55% of those with some college and 52% of those with at least a college degree.
• 45% of adults believe social networking sites are popular, but they won’t pose a real threat to the domination of search sites (Google, Yahoo!, etc.) while just one in ten (9%) say they may become a threat. Fully 46% of Americans are not at all sure. Even among the largest users of the social networking sites, 18-34 year olds, three in five (62%) say they will not become a real threat to the search engines.

“The media may be all abuzz about Twittering, but mainstream America is not hopping on the same bandwagon. While the younger age groups are all about the social network sites, they haven’t yet migrated to Twitter. The question is will they or won’t they? If they had found it before the media had, there is a stronger possibility they would be increasing their usage, but they may already be looking for the next big thing – before it becomes a media darling,” according to The Harris Poll statement.

download the report (PDF)

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Source: The Global Online Landscape Today – ©2009, The Nielsen Company

Shows that Moms of all sorts, and in particular New Moms (younger, one child), are much more likely to visit social networking sites and publish or own a blog than most other online users

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Delving into the digital behavior of Moms (Exhibit 18) tells us more about the transformational role of social networking. Social networking plays a prominent role with Mothers aged 25-35 with at least one child at home. In addition to e-mail, they are 85% more likely to spend time with Facebook compared to the average online consumer.

“Power” Moms aged 39-54 are only 23% more likely to post comments on a social network. While “Established” Moms (aged 40-50 with 3+ children) are heavy online shoppers who stay connected via e-mail and dabble in social networking. Moreover, according to Facebook, women aged 40-50 in the home are the fastest growing demographic group on the site.

Source: Nielsen @Plan, Spring 2009

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