5 Social Media Tips for Finding and Engaging Your Target Audience: New Research
#1: Know Where Your Customers Spend Their TimeThree recent research studies show active Internet users spend anywhere from 16% to nearly 25% of their online time on social networks. In comScore’s 2012 U.S. Digital Future in Focus report, researchers found that 90% of all U.S. Internet users visited social networking sites in December 2011. Additionally, consumers are spending 1 out of every 6 online minutes on social networks (16.6%). That’s up from less than 15% at the end of 2010.
PQ Media found the average U.S. Internet user spends around 33 hours per month on the Internet and about 8 of those hours on social media.
These researchers didn’t disclose their methodologies, so we can’t explain why the results differ so dramatically, though I imagine it’s due to how they defined some of their terms. That said, all three reports show an upward trend in the volume and percentage of time spent on social networks.
#2: Find Content That Will Resonate Deeply With Your Audience
The comScore graphic above shows an upward trend in online entertainment consumption. Given the growing numbers of consumers ages 18-34 who watch videos and engage on social networks simultaneously, it is important for marketers to become skilled at engaging in conversations about hot cultural topics seen in the entertainment industry.
Nielsen’s study revealed that owners of mobile devices are increasingly multi-tasking while watching a TV program. While the majority of people check their email, a significant 44% also visit social sites.
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