Research Shows Social Media Set to Expand in 2012

February 18, 2012

According to comScore's research report 2012 U.S. Digital Future in Focus, social networking continued to gain momentum in 2011, as 9 out of every 10 U.S. Internet users visited a social networking site every month. This report, released in February of 2012, reflects data collected over the course of 2011 using the comScore suite of products.

The research shows users are not only visiting social sites at a high volume, but are spending significant amounts of time on the platforms. Social networking now accounts for one out of every six minutes spent online. Of this portion, users spend the vast majority of time on Facebook. During the month of December 2011, they spent an average of 7 hours each on the site, leading Facebook to account for 15 percent of all time spent online and 16 percent of all page views over the course of the year.

Additional study statistics include:

• Myspace fell from No. 2 to No. 4 in social media usage from June to August, surpassed by Twitter and LinkedIn
• LinkedIn holds the No. 2 spot currently, followed by Twitter at No. 3
• Myspace’s current No.4 ranking is being challenged by upstarts such as Google+ and Pinterest

Social media has expanded to new heights over the past few years, and the data reflected in the study highlights the stronghold Facebook currently has within this space. The report indicates social media will continue to expand in 2012 as Google+ and Pinterest gain momentum with Internet users.

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