Nielsen’s just-released “Social Media Report” for 2012 drills deep on mobile, illustrating the inexorable relationship between social and mobile devices. “Time spent on mobile apps and the mobile web account for 63% of the year-over-year growth in overall time spent using social media” the report said. Specifically, mobile apps, which dominate over mobile web in time spent.
As you may have seen from Nielsen’s cross-platform report, second-screen interaction is becoming routine behavior: 41% of tablet owners and 38% of smartphone owners use their device daily in front of the TV screen. Call it our ‘Global living room’ — The skyrocketing adoption and use of social media among consumers is transforming TV watching into a more immediate shared experience.
What’s also very interesting, is the social care brands are taking into consideration as they work on engaging fans and retaining customers. Social media has emerged as one of the most important channels of customer service, with nearly half of US consumers reaching out directly to brands and service providers to voice their satisfaction or complaints, or simply to ask questions — More notably, one in three social media users say they prefer to use social media rather than the phone for customer service issues.
What does this mean for marketers?
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Social Word-Of-Mouth: Social Media enables consumers to tap into the opinions of an exponentially larger universe. While traditionally word-of-mouth has been essential for brands, it’s scope was previously limited to the people you knew and interacted with on a daily basis.
Hyper Informed Consumers: Social media is transforming the way consumers across the globe make purchase decisions. We’re all learning about other customer experiences, reading reviews, and gathering useful information on brands, products — and particularly interested in finding deals/purchase incentives before pulling the plug on coveted items.
Opportunity For Engagement: Consumer attitudes towards advertising on social media are still evolving. Though roughly one-third of social media users find ads on platforms more annoying than other types on online advertisements, research suggests that there are opportunities for marketers to engage with consumers over social media. More than 25% percent of social media users confess that they are more likely to pay attention to an ad shared by one of their social connections.