NZers spend full working day a month on Facebook


Chris Keall

Actual image of a Facebook user

Facebook fiends spend almost a full working day a month on the social network, says Nielsen (only a day?)

The research company has ranked New Zealanders' most popular social media sites (see chart below; click to enlarge).

All seems in order, bar a couple of curiosities.

LinkedIn is given a unique audience of 309,000 despite claiming 500,000 users earlier this year.

Maybe that means not everybody uses LinkedIn as obsessively as me.

Or maybe it reflects that Nielsen's new Online Ratings is based on a people panel which wouldn't help ratings for a business networking site [UPDATE: Nielsen says: The Nielsen Online Ratings methodology to get a unique audience number for each website is to combine home panel data with tagged data from Market Intelligence [based on traffic data collected about all users to a website via cookies].  The hybridisation process using tagged data gives us the “at work and any out of home activity” data to accurately provide us with a total market overview"].

And ah, Google+ .. my anecdotal impression is that many belong, but few use it. I wonder how many respondents are simply confused, or stumble blindly onto the Plus links Google now sprinkles throughout its services.

I do have to give it to Google+ that it's one of the quickest and easiest way to share a big album of photos with its no-fuss, throw-them-all-on-one-page approach (and I can't remeber the last time I updated my site on Google's Blogger - though apparently masses still are).

Speaking of photos, where's Instagram? A recent US survey said the social photo site (now owned by Facebook) accounts for more of people's time than Twitter. [UPDATE: Nielsen says Instagram had 164,000 unique NZ visitors in October or 5% reach. Time per person was 3 minutes 23 seconds per month - or about what I spend on it per day as what I would call a moderate user.)

Nielsen says 27% access a social network from a smartphone, and 7% from a tablet - lower numbers that I would have thought given booming NZ tablet and smartphone sales, and Vodafone's claim that Facebook accounts for fully half of its customers' total mobile data use.

Click chart to zoom.

If you're worried you're not using social media enough, click on the button below:

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3 Comments & Questions

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All people online aged 2-plus – considering most children aren't reading until they are four or five, and most social networking sites have a minimum age restriction. Where do they come up with this stuff?

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The discrepancy between the LinkedIn numbers from Nielsen and the numbers from LinkedIn itself can be simply explained: they're measuring different things.

In the stats released today, Nielsen is reporting on the unique number of visitors to the LinkedIn site during October 2012. LinkedIn's numbers (now at 722,000, incidentally) represent the total number of Kiwis who are members of the site.

What we can conclude from the two sets of data is that a bit less than half of LinkedIn's total NZ membership visited the site in the month of October.

LinkedIn's challenge is to encourage more of its members to visit the site more frequently -- which is why it has been introducing hopefully sticky content such as content from a designated list of Thought Leaders plus front page news stories under the banner LinkedIn Today.

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I have just hosted family from the Netherlands and was absolutely amazed at the 2 year old Skyping (audio and video) with her friends on the iPad as much as her 5 year old sister! She knew which buttons to touch as they are all pictorial. Pattern-matching is a valid pre-reading skill, so I suppose that this is no less useful than rewarding correct selection of the pop-ups in picture books as a means of educating toddlers.

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