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BizReport : Blogs & Content archives : April 23, 2009

Report: Engagement deepens with social, video content

No one can argue that the Internet hasn't changed over the past fifteen or so years, but some would say that not much has changed since the turn of the century. A new report from Nielsen disputes that, finding that engagement levels have changed greatly, in large part due to the advent of online video and social networks.

by Kristina Knight

The Nielsen report finds that online video destination hubs have seen an increase in frequent visitors of more than 330% since 2003. A large increase should not be surprising since online video was very new in 2003 and now it seems as if everyone has a YouTube account. However, the percentage is reason to take another look at online video, especially when coupled with the fact that time spent on-site has increased by 2,000%.

For social networking the results are much the same. According to the report social media users have increased by more than 85% and have increased the time spent on-site by more than 800%. Between 2007 and 2008 time spent on social media sites increased by more than 70% and in February social network usage was more than web-based email usage, a first for social networking.

What does this mean for online marketers? That both social networking sites and video hubs are a potential breeding ground. Because consumers are flocking to these sites and devouring content, it makes sense for marketers to target these users and these websites for their campaigns.

Tags: Nielsen, online video, social marketing, social media, social networks, video advertising

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