SYDNEY: Nine out of 10 Australian internet users rely on social media for opinions and information about products, services and brands, a study has revealed.
Nielsen's 2010 Social Media Report, released today (15 March), found nearly two in five people are interacting with companies via social networking sites, offering big opportunities for brands and companies to engage consumers online.
"The opportunities for brands and companies to tap into the social media phenomenon are really just beginning to emerge and to date we've only seen the tip of the iceberg," said Melanie Ingrey, research director for Nielsen's online business.
Ingrey said 86% of internet users look to the online community for opinions on products, services and brands.
"Australians' engagement with online word of mouth communication is going to increase in coming years as social media plays an increasingly important role in consumer decision making," Ingrey said.
The report revealed social media participation rates were increasing at a rapid rate – Twitter's audience alone grew by more than 400% in 2009. Nearly one quarter (23%) of online consumers read tweets in the past year, 14% followed companies or organisations via Twitter – up from 5% in 2008, and 13% posted tweets - up from 4% in 2008.
Wikis continued to grow as a popular form of online content, some 73% of consumers read a wiki in the past year compared to 61% in 2008 and just 37% in 2007.
Unsurprisingly, Facebook continues to dominate the social networking space with 83% citing it as their main social networking platform spending more than eight hours on average on the site each month.
"For now, the battle of the social networking sites has clearly been won," said Ingrey. "These days, any Australian who cares to participate in online social networking, from 14 to 60 years old, has almost certainly been on Facebook."
Mobile social networking is also on the rise buoyed by increasing smartphone models and competitive mobile phone plans with 26% participating in mobile social networking in the past year. This is being lead by younger consumers with 66% under 35 years of age.
Again Facebook is the dominant social media site – 92% of mobile social networkers have visited Facebook, ahead of YouTube and Twitter (18%) and MySpace (9%).
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