Mobile Drives Adoption Of Social Media In 2012: Apps & Mobile Web Account For Majority Of Growth; Nearly Half Of Social Media Users Access Sites On Smartphones

Research firm Nielsen and?NM Incite, a joint venture between Nielsen and McKinsey, today published a comprehensive look at the state of the social media ecosystem in 2012. Consumers now spend around 20 percent of their total time online using social networks via their personal computers, and 30 percent of their time online visiting social networks on mobile, the report found. In addition, time spent on social media in the U.S. across both platforms grew 37 percent to reach 121 billion minutes in July 2012, up from 88 billion minutes in July 2011.

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