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April 22, 2009 52 Comments
Online engagement by Internet users is deepening, according to a new report on the online landscape released today by The Nielsen Company. This increased engagement is in part a result of a shift toward video content and social networking as popular online subcategories.
Nielsen Online CEO John Burbank takes a look at the economic and advertising impacts of the report.
Highlights Of The Report Include
- The number of American users frequenting online video destinations has climbed 339 percent since 2003.
- Time spent on video sites has shot up almost 2,000 percent over the same period.
- In the last year alone, unique viewers of online video grew 10 percent, the number of streams grew 41 percent, the streams per user grew 27 percent and the total minutes engaged with online video grew 71 percent.
- There are 87 percent more online social media users now than in 2003, with 883 percent more time devoted to those sites.
- In the last year alone, time spent on social networking sites has surged 73 percent.
- In February, social network usage exceeded Web-based e-mail usage for the first time.
Read the full report.
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Tags: convergence, economy, engagment, Global Online Media Landscape, internet, Internet advertising, Nielsen Online, online ads, online metrics, social networking, social networks, streaming video, Twitter, web video
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A comparison over the last six years is irrelevant–like comparing the number of car owners between 1900 and 2000. What IS in interesting is the more recent increases, to wit:
# In the last year alone, unique viewers of online video grew 10 percent, the number of streams grew 41 percent, the streams per user grew 27 percent and the total minutes engaged with online video grew 71 percent.
An increase of 10% is really nothing at all–very close to a margin of error. The other ones are more interesting because they represent significant growth. The final number–total minutes of engagement–can probably be attributed to sites like Hulu and that is a good thing for Hollywood.
# There are 87 percent more online social media users now than in 2003, with 883 percent more time devoted to those sites.
Those numbers can be attributed to the fact that in 2003 NO ONE was watching online videos. That’s like saying that Twitter users have increased by a zillion percent. If you look at the uptake of high-speed access, then the 87 percent increase looks pretty anemic.
# In the last year alone, time spent on social networking sites has surged 73 percent.
Now THIS is an important number but what does social networking mean????
# In February, social network usage exceeded Web-based e-mail usage for the first time.
This could be important but the wording has no meaning: Does it mean that the number of messages exchanged exceeded the number of non-SPAM emails or does it meant that the amount of TIME on SNs exceeded the amount of time spent on email???
Data have meaning. So does English.
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Social Media has taken the web to another level in terms of user interaction and time spent online. Platforms such as blogs and news feeds can help businesses to engage visitors creating loyalty and increasing revisits.
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