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Direct Response Marketing

Consumers Using Social Media to Navigate

14 Oct, 2009 Response This Week

DENMARK, Sweden – Almost 20 percent of consumers online using social media use these networks as their core navigation tool, rather than search engines such as Yahoo! or Google, reports

Derived from a Nielsen report, Twitter usage by consumers increased by more than 950 percent in August this year. In addition to Twitter, other social networks have increased by more than 60 percent, with the over-55 crowd increasing its social networking time by 77 percent. For the entire year, visits to Facebook have increased by 194 percent and visits to have increased by 50 percent.

“At the root of the changing nature of content discovery is the sheer amount of information that is available on the Web,” says Jon Gibs, vice president of media analytics at Nielsen Online. “But with the increasing number of resources available, it’s difficult to know what you should believe or take at face value. Socializers – those who spend 10 percent or more of their online time on social media – [trust] what their friends have to say and social media acts as an information filtration tool.”

Other social networks, such as MySpace and MyYearbook, showed large decreases in the amount of visitors in the past year. However, the number of networks showing growth is an indicator that marketers need to take social networks into account when considering campaigns.

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