Social media users are increasingly showing a tendency to remain connected 24x7. For instance, a user may want to read reviews of a restaurant he is heading towards, another may want to upload his photograph instantly on the social sites or and yet another may wish to ‘accept’ an invite to connect professionally on a certain site. It is a common site to see scores of users connected to the web using their smartphones as they commute, eat or wait for their friends at a local hangout spot. Increasingly therefore, while computer still remains most adopted device to connect to social media, users’ persistent need to stay connected round the clock has led to exploding usage of smartphones and other portable devices Series1 Series2
97% 94%
46% 37% 16% 3% Computer
Mobile Phone
Tablet
7% 7%
3% 4%
2% 4%
2% 3%
Handheld Music Player
Game Console
Internet Enabled Television
E-Reader
Source: Nielsen Other smart devices like internet-enabled TV, Game consoles, e-readers that have web connectivity too have made social media accessible to a user and while the penetration of these devices is little at the moment, it is very likely that they too are leading to proliferation in the usage of social media Given the accessibility of web on multiple such products, has led to increase on the time spent by an average user on different social media platforms and as of July 2012, users collectively were clocking over 120 Bn minutes in an average month
5.7B
40.8B
74.0B
APP 121.1B Total Minutes
July 2012
July 2011 APP YOY CHANGE 4.4B
Source: Nielsen
23.2B
59.5B