Consumers spend more time on social networks than on any other category of sites, with Facebook the most-visited social network in the U.S., according to Nielsen and NM Incite's most recent social media report.
State of the Media: The Social Media Report 2012, gave an insight into the growth of social networks and how people were accessing content.
The use of mobile devices to access social media has increased 63 per cent in 2012, compared to the same period the previous year, with the report stating that more people are using smartphones and tablets to use these sites.
"With more connectivity, consumers have more freedom to use social media wherever and whenever they want," the report stated.
Mobile apps are noted to have become particularly popular, with the amount of time spent on these increasing a whopping 120 per cent, compared to the modest increases of mobile web (22 per cent) and PC (4 per cent).
The use of apps is also said to account for more than a third of social networking time across mobile devices and PCs.
The report also looked at the top ranking social networks with Facebook clearly the leader, followed by other websites including Twitter, Blogger, WordPress, LinkedIn and Google Plus.
The most growth in 2012 was found to be in content sharing service Pinterest which grew its unique PC visitors and mobile app audiences by over 1,000 per cent, and its mobile web audience by over 4,000 per cent!
Pinterest was said to have had the "largest year-over-year increase in audience and time spent of any social network, across PC, mobile web and apps".
The U.S. Pinterest audience were largely female (over 70 per cent) with a majority belonging to the age groups of 25-34 and 35-49.
The insights provided by the report may be helpful to your company in reviewing your social media strategy, to help adjust to changes and trending practices.