1 in 7 Minutes Online Spent on Facebook

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One thing every marketer has learned throughout the last few years: social media marketing is here to stay. More people are using social media to connect with friends and brands every single say. As of right now 82% of the world’s online population is on at least one social network. comScore recently released a report on social media numbers throughout the world today. Here’s what you need to know.

Social networking is the most popular online activity worldwide: Social networking accounted for nearly 1 in every 5 minutes spent online globally in October 2011, ranking as the most engaging online activity worldwide. Social networking sites now reach 82 percent of the world’s Internet population age 15 and older that accessed the Internet from a home or work computer, representing 1.2 billion users around the globe.

The importance of Facebook cannot be overstated: In October, Facebook reached more than half (55 percent) of the world’s global audience and accounted for 1 in every 7 minutes spent online around the world and 3 in every 4 social networking minutes. Focus on Facebook and your business will have serious social media success. Utilizing f-commerce is a major factor in marketing on Facebook.

Microblogging has emerged as a disruptive new force in social networking: In recent years, microblogging has taken hold as a popular social networking activity on a global scale. In October, Twitter reached 1 in 10 Internet users worldwide, growing 59 percent in the past year. Other popular microblogging destinations seeing rapid adoption include Chinese site Sina Weibo, with its audience growing 181 percent in the past year to rank as the tenth largest social network in October. Tumblr, which ranked twelfth worldwide in audience size, grew 172 percent in the past year.

It’s not just young people using social networking anymore –it’s all age groups: Although young users age 15-24 still represent the most highly-engaged segment of social networkers, with an average of 8 hours per visitor spent in the category in October, social networking is catching on among older age segments across the globe. In fact, people age 55 and older represented the fastest-growing age segment in global social networking usage, with the penetration of social networks in the segment increasing nearly 10 percentage points since July 2010 to 80 percent in October 2011. Catering to specific groups is crucial in your social media strategy.

Mobile devices are fueling the social addiction: In the U.S., 64 percent of smartphone users accessed social networking sites at least once in October 2011, with 2 in 5 smartphone owners connecting via social networking nearly every day. In the EU5, 45 percent of smartphone owners accessed social networks on their mobile device during the month, with nearly 1 in 4 doing so on a near daily basis. More brands are using mobile marketing to reach their fans and customers. This is a great way to reach people instantly get your message out quick.

These trends will continue into 2012. What things will your brand be focused on in social media marketing in the New Year?