Interpret‘s latest New Media Measureâ„¢ reveals that gaming on tablets and social networking on phones are activities on the rise. The quarterly study tracks media behaviors, device ownership, attitudes and product consumption.
While few of the social media trends in the US that are uncovered by the report will surprise those involved in the social media industry, the scale of change – even in just the recent quarter – is dramatic.
The report on 2010 Q3 finds that over half (52%) of tablet owners, including the iPad, are playing games on their device. Gaming is the second most popular activity on these devices, behind only surfing the Internet (58%). Furthermore, active gamers are more likely than the average consumer to plan on purchasing an iPad or other tablet in the next three months.
The mobile phone is becoming a particularly popular social network access point, with a 12% jump in social networking activity since last quarter. Not surprisingly, smartphone users are especially enthusiastic mobile social networkers, with almost half (45%) of them accessing a social network through their phone.
Other key findings include:
- Facebook remains the top social network with 90% of active social networkers visiting their profile at least once every two weeks. MySpace, on the other hand, has decreased by 47% from the same time a year ago, further widening the gap between it and Facebook.
- Twitter remains a popular social network among smartphoneowners, with 35% of them more likely to have an active Twitter account than the average social networker.
- Young adults 18-34 are those most likely to access social networks through their mobile phones.
- Women are more likely than men to send messages through social networks, update their status, and become a fan of someone or something.
- Though Farmville is still the top played social game, newcomers like Family Feud and Frontiervillehave broken in to the top 5 most played games.
New Media Measure surveys 9,000 consumers aged 12-65, representative of the U.S. population and weighted to U.S. Census. Data collected includes: demographics, psychographics, brand consumption, traditional media consumption, online and social networking, mobile phone, video gaming, and digital entertainment. Social Times last checked in with New Media Measure, Interpret LLC’s proprietary, quarterly survey over the summer.