THE SOCIAL MEDIA REPORT - STATE OF THE MEDIA: Nielsen
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STATE OF THE MEDIA:
THE SOCIAL MEDIA REPORT
2012SOCIAL MEDIA IS COMING OF AGE
Social media and social networking are no longer in their infancy. Since the emergence of the first social How is social media impacting marketing?
media networks some two decades ago, social media has continued to evolve and offer consumers
around the world new and meaningful ways to engage with the people, events, and brands that matter SOCIAL WORD-OF-MOUTH
to them. Now years later, social media is still growing rapidly and has become an integral part of our Social media enables consumers to generate and tap into the opinions of an exponentially larger
daily lives. Today, social networking is truly a global phenomenon. universe. While word-of-mouth has always been important, its scope was previously limited to the
people you knew and interacted with on a daily basis. Social media has removed that limitation and
What’s driving the continued growth of social media? given new power to consumers.
MOBILE HYPER-INFORMED CONSUMERS
More people are using smartphones and tablets to access social media. The personal computer is still Social media is transforming the way that consumers across the globe make purchase decisions.
at the center of the social networking experience, but consumers are increasingly looking to other Consumers around the world are using social media to learn about other consumers’ experiences, find
devices to connect on social media. Time spent on mobile apps and the mobile web account for 63 more information about brands, products and services, and to find deals and purchase incentives.
percent of the year-over-year growth in overall time spent using social media. Forty-six percent of
social media users say they use their smartphone to access social media; 16 percent say they connect OPPORTUNITY FOR ENGAGEMENT
to social media using a tablet. With more connectivity, consumers have more freedom to use social Consumer attitudes toward advertising on social media are still evolving. Though roughly one-third
media wherever and whenever they want. of social media users find ads on social networking sites more annoying than other types of Internet
advertisements, research suggest that there are opportunities for marketers to engage with consumers
PROLIFERATION via social media. More than a quarter of social media users say they are more likely to pay attention to
New social media sites continue to emerge and catch on. The number of social media networks an ad shared by one of their social connections. Additionally, more than a quarter of consumers are ok
consumers can choose from has exploded, and too many sites to count are adding social features or with seeing ads on social networking sites tailored to them based on their profile information.
integration. While Facebook and Twitter continue to be among the most popular social networks,
Pinterest emerged as one of the breakout stars in social media for 2012, boasting the largest Nielsen and NM Incite’s 2012 Social Media Report provides some insight into what is driving our
year-over-year increase in both unique audience and time spent of any social network across PC, collective, global obsession with social media. In the following pages, you’ll get a more detailed
mobile web, and apps. snapshot of what is helping to power the continued growth of social networking around the world,
how consumers’ social media behavior is evolving, and how these changes impact the way brands and
consumers engage through social networks.
How is consumer usage of social media evolving?
-Deirdre Bannon
THE GLOBAL LIVING ROOM
Social Media Practice Lead
Social TV is on the rise. The skyrocketing adoption and use of social media among consumers is
transforming TV-watching into a more immediate and shared experience. As of June 2012, more than
33 percent of Twitter users had actively tweeted about TV-related content. Some 44 percent of U.S.
tablet owners and 38 percent of U.S. smartphone owners use their devices daily to access social media
while watching television. In the Latin America region, more than 50 percent of consumers say they
interact with social media while watching TV; in the Middle East / Africa region, more than 60 percent
do. From global events like the Summer Olympics, to regional events like the Presidential debates in
the U.S., consumers around the world used social media to engage with everyone from close friends to
complete strangers, revolutionizing the television viewing experience.
SOCIAL CARE
Social Care is transforming customer service. Social media has emerged as an important channel
for customer service, with nearly half of U.S. consumers reaching out directly to brands and service
providers to voice their satisfaction or complaints, or simply to ask questions. In fact, one in three social
media users say they prefer to use social media rather than the phone for customer service issues.
1 2More and more people are connecting
to the Internet—and for longer TOTAL MINUTES SPENT
amounts of time ON MOBILE AND PC
Whether through a computer or mobile phone, consumers continue to spend increasing
amounts of time on the Internet. Time spent on PCs and smartphones was up 21 percent from
July 2011 to July 2012. App time more than doubled during this period as more smartphone
owners entered the market and the number of available apps multiplied. Total Minutes, U.S.
JULY 2011 | JULY 2012
Overall Unique U.S. Audience JULY 2011 JULY 2012
MOBILE 58.8 B
APPS
129.4 B
120%
MOBILE 23.0 B
WEB 28.1 B
22%
MOBILE WEB 82% MOBILE APPS 85%
52,435,000 | 95,176,000 55,001,000 | 101,802,000 348.6 B
PC
362.7 B
4%
TOTAL
430.4 B
21% 520.1 B
17
213,253,000 | 204,721,000 4%
%
People continue to spend more
time on social networks than any of consumers’ PC time is spent on
other category of sites—20% of Facebook, the most popular
PC their time spent on PCs and web brand in the U.S.
30% of their mobile time.
3 © Nielsen 2012 © Nielsen 2012 4TIME SPENT
85.8M
SOCIAL NETWORKING
81.1M
ON SOCIAL MEDIA
IS ALL ABOUT
MOBILE 5.7B 40.8B 74.0B
121.1B
JULY 2012
Total 5%
Minutes JULY 2011
88.4B
43.0M
44.8M
4.4B 23.2B 59.5B YOY CHANGE
Social Networking Time per Person in HH:MM
When it comes to accessing social content,
it's all about mobile—particularly apps. App
usage now accounts for more than a third of
social networking time across PCs and PC MOBILE WEB & APP
mobile devices. Compared to last year,
consumers increased their social app time by
76 percent, spending more than seven times MALE 6:13 6:44
more minutes on apps than the mobile web. FEMALE 8:37 9:43
While the social media audience via PC
AGES 18-24 11:01 10:15
declined a slight five percent from a year
ago, time spent increased 24 percent over AGES 25-34 9:04 11:05
MOBILE MOBILE
the same period, suggestinging that users APPS WEB AGES 35-44 8:12 8:46
are more deeply engaged. AGES 45-54 8:34 5:20
AGES 55-64 6:57 4:06
Distribution JULY 2011 | JULY 2012
AGES 65+ 4:18 3:42
of Social
Media Unique U.S. Audience for WHITE 7:24 7:47
Time 34%
Social Networking AFRICAN-AMERICAN 8:07 8:20
Spent 61% HISPANIC 7:19 11:13
5%
163.6M | 171.8M ASIAN 7:49 6:42
5 © Nielsen 2012 © Nielsen 2012 6A LOOK AT THE TOP SOCIAL NETWORKS Unique U.S. Audience (in millions)
TOTAL
The list of most-visited social networking sites is pretty much the same whether people are
MOBILE APP MINUTES SPENT
going online through a PC browser, through their mobile web browser or using an app. Mobile
usage once again proves to be a key component of social as each of the top networks via mobile AUDIENCE (000) YOY CHANGE
web saw significantly greater growth compared to its PC audience over the last year.
Facebook 7 8 3 8 8 88% Top 5 U.S. Social Networking Apps
Ranked on Total Minutes
UNIQUE PC VISITORS, U.S. YOY CHANGE Twitter 2 2 6 2 0 134%
(AUDIENCE 000) Total Minutes YOY % Change
foursquare 1 0 3 8 8 118%
Facebook 27.0B 61%
FACEBOOK 1 5 2 2 2 6 -4%
Google+
Pinterest
9 7 1 8
4 9 4 6
86%
1,698% Twitter 3.6B 48%
foursquare 1.9B 154%
BLOGGER 5 8 5 1 8 -3%
MOBILE WEB
Pinterest
Google
721.0M 6,056%
Latitude 599.2M -2%
TWITTER 3 7 0 3 3 +13%
Facebook
AUDIENCE (000)
7 4 2 7 4
YOY CHANGE
85%
3 0 9 4 5
Top 5 U.S. Social Networking Sites via Mobile Web
Twitter 4 2 3 6 6 140%
WORDPRESS +10% Ranked on Total Minutes
Blogger 1 9 9 7 9 100% Total Minutes YOY % Change
Pinterest 1 4 3 1 6 4,225% Facebook
2 8 1 1 3
4.1B 9%
LINKEDIN 0%
Wordpress 1 1 9 9 5 96% Twitter 486.2M 139%
Linkedin 9 6 7 1 114% Blogger 170.0M 89%
PINTEREST 2 7 2 2 3 +1,047% Tumblr 8 5 1 2 162% Tumblr 164.6M 78%
Wikia 5 3 2 5 n/a Reddit 138.0M 342%
GOOGLE+ 2 6 2 0 1 +80%* Reddit
Myspace
4 2 7 5
3 5 0 1
153%
57%
2 5 6 3 4
Top 5 U.S. Social Networking Sites via PC
TUMBLR +55% Ranked on Total Minutes
Total Minutes YOY % Change
1 9 6 8 0
Facebook
MYSPACE -13%
2012
62.2B 23%
Tumblr 2.1B 65%
Pinterest
Twitter
1 2 5 9 4
Mobile Web 1.8B 72%
WIKIA +20% 2011
Pinterest Pinterest 1.3B N/A
Mobile Web Blogger 816.1M -17%
*Google+ is July 2012 v. Sept 2011, the first month the site became public
7 © Nielsen 2012 © Nielsen 2012 8A SPOTLIGHT ON PINTEREST
Pinterest has experienced exponential growth since bursting on the scene last year. Although
WHO IS USING PINTEREST?
that growth has leveled over the last few months, Pinterest had the largest year-over-year
increase in audience and time spent of any social network, across PC, mobile web and apps.
U.S. Audience Composition
Unique U.S. Audience
30,000,000
27,223,000
25,000,000
PC
20,000,000
14,316,000
15,000,000
MALE 30% 16% 28%
10,000,000 MOBILE
WEB FEMALE 70% 84% 72%
5,000,000 4,946,000
0
MOBILE AGES 18-24 14% 22% 20%
APPS
JUL 11 AUG 11 SEP 11 OCT 11 NOV 11 DEC 11 JAN 12 FEB 12 MAR 12 APR 12 MAY 12 JUN 12 JUL 12
AGES 25-34 24% 37% 31%
31% 33% 31%
2012 Total Minutes Spent
AGES 35-49
AGES 50-64 24% 5% 18%
AGES 65+ 7% 4% 1%
HISPANIC 8% 22% 22%
WHITE 86% 79% 74%
1,255,225,000 720,973,000
120,486,000
AFRICAN-AMERICAN 6% 5% 10%
ASIAN 3% 7% 7%
9 © Nielsen 2012 © Nielsen 2012 10HOW, WHERE AND WHY WE CONNECT WHY WE CONNECT
While the computer is still the primary device used to access social media, the last year saw It may be fun to follow celebrities, but actually knowing someone still matters when deciding
significant increases in usage, most notably through tablets and Internet-enabled TVs. to connect on social networks.
63% 60% 65%
50% 52% 48%
42% 41% 44%
HOW WE CONNECT 2011 | 2012
13% 16% 10% 8% 10% 6%
97% 94%
Know person Interested in Mutual Acccess to Quality of
in real life keeping up friends business profile photo
networks
46%
9% 14 4%
%
37%
5% 7% 4% 6% 8% 4% 6% 7% 4% TOTAL
MEN
16% Person’s Person’s number Want to increase Always accept
7% 7% of connections WOMEN
3%
3% 4% 4% 2 3% physical connection count all requests
2% %
attractiveness
GENERAL FEELINGS AFTER PARTICIPATING
COMPUTER MOBILE
PHONE
TABLET HANDHELD
MUSIC PLAYER
GAME
CONSOLE
INTERNET
ENABLED
E-READER IN SOCIAL NETWORKING
TELEVISION
CONNECTED
ENGERGIZED
WHERE WE CONNECT 76%
INFORMED
EXCITED
AGES 18-24 AGES 25-34 positive
AMUSED CONTENT
HAPPY
JEALOUS 24%
51% INDIFFERENT ANGRY neutral
WASTED TIME OVERWHELMED SAD
TMI? Nearly a third (32%) of More than half of people aged 25-34 use GE
R
U S
EA O 21%
people aged 18-24 use social social networking in the office, more XI
networking in the bathroom. than any other age group. AN
negative
11 © Nielsen 2012 © Nielsen 2012 12SIMULTANEOUS SMARTPHONE AND TWITTER DRIVES SOCIAL TV
TABLET USAGE WHILE WATCHING TV Twitter has emerged as a key driver of social TV interaction. During June 2012,
a third of active Twitter users tweeted about TV-related content, an increase of
Having a mobile device on-hand while watching TV has become an integral part of consumer 27 percent from the beginning of the year.
routines—41 percent of tablet owners and 38 percent of smartphone owners use their device
daily while in front of their TV screen. Not surprisingly, social networking is a top activity on
both devices, but people aren’t just chatting with their social connections, they’re also % of Active Twitter Users Tweeting about TV, U.S.
shopping and looking up relevant program and product info.
33%
Simultaneous TV/Mobile Device Usage, U.S. 30%
28 % 29%
26 % 27%
22 %
45 %
Shopping
38% 44% 23% 35%
Visited a social Looked up information
networking site during related to the TV program
the program being watched
JANUARY FEBRUARY MARCH APRIL MAY JUNE
SPOILER ALERT TALKING TV
15% 26% 12% 24%
Nearly a quarter of people aged Adults aged 35-44 are
18-34 use social media to the most likely to
comment on what they discuss television
Looked up product Looked up coupons or like/dislike about a storyline programming with their
information for an deals related to an while watching TV social connections
advertisement seen on TV advertisement seen on TV
13 © Nielsen 2012 © Nielsen 2012 14SOCIAL CARE SOCIAL CARE VS
Social care, i.e. customer service via social media, has become an immediate imperative for
CUSTOMER SERVICE BY PHONE
global brands. Customers choose when and where they voice their questions, issues and
complaints, blurring the line between marketing and customer service. Brands should
consider this evolution and ensure they are ready to react on all channels.
ON AVERAGE,
47% OF SOCIAL MEDIA USERS
ENGAGE IN SOCIAL CARE TOTAL 30%
P 18-24
P 25-34
37%
35% One in three social media users
P 35-44
P 45-54
31%
26%
prefer social care to contacting a
P 55-64 24% company by phone
P 65+ 17%
CHANNELS USED TO ACCESS SOCIAL CARE
Consumers turn to a wide variety of social media platforms for social care. Social media users
are most likely to comment on or ask a question about a company’s product or service on
Facebook, both on the company’s page (29%) and on their personal page (28%).
29% Facebook | Company’s Page
FREQUENCY OF SOCIAL CARE USE 28% Facebook | User’s Personal Page
Official Company Blog
AMONG USERS
15%
14% Twitter | Personal Handle (no @ mention of company)
Twitter | Company’s Handle (tweet from user’s personal handle
9% Daily 13%
including an @mention of company)
21% Weekly 12% YouTube | Company’s Channel
11% YouTube | User’s Personal Channel
70% Monthly 11% Non-company Blog
15 © Nielsen 2012 © Nielsen 2012 16ACTIONS TAKEN
ADVERTISING ON SOCIAL MEDIA TO
TA
L
HIS
PA
N IC
WH
ITE
AM AFRI
ER CA
ICA N-
AS
IAN
AFTER SEEING
N
SOCIAL ADS
Brands and advertisers looking to share their message on social might consider this: While a third
of people find ads on social networks to be annoying, more than a quarter of people are more
likely to pay attention to an ad posted by a friend. 15% 21% 13% 18% 26% SHARED ADS
AGREEMENT WITH STATEMENTS 26% 32% 24% 29% 41% LIKED ADS
ABOUT ADVERTISING
14% 22% 12% 18% 31% PURCHASED
PRODUCTS
33% 26%
Agree that ads on social Are more likely to pay
networking sites are attention to an ad that has
more annoying than been posted by one of their U.S. ASIAN CONSUMERS ARE
other online ads social network acquaintances THE MOST ENGAGED White consumers are the
least likely to take action
WITH SOCIAL ADS after seeing ads on
social networks
This audience is by far the most likely to share, like or
26% 17% purchase a product after seeing an ad on social networks
Are okay with ads that Feel more connected to
are ID'd based on their brands seen on social
profile information networking websites
MADE A PURCHASE
HIS WH AS
AFTER SEEING
SOCIAL ADS
TO AM AFRI
TA PA ITE ER CA IAN
L N IC ICA N-
N
Made a purchase over the Internet for
10% 16% 8% 14% 19% a product that was advertised
SOCIAL LIKES 8% 12% 7% 10% 18% Made a purchase at a store for
are the most common action taken after seeing a social ad a product that was advertised
and can be a great way to raise a brand’s visibility.
Purchased or obtained a coupon
18% 19% 16% 18% 28% (i.e. through a daily deal site, retailer, etc)
17 © Nielsen 2012 © Nielsen 2012 18THE CONSUMER DECISION JOURNEY FREQUENCY OF SOCIAL ACTIVITIES
Percent of social media users participating at least once a month
The days when companies could tightly control brand messaging and progress consumers
along a linear purchase funnel have long ended. Social media has fundamentally changed the
consumer decision journey. Consumer decisions and behaviors are increasingly driven by the
opinions, tastes and preferences of an exponentially larger, global pool of friends, peers
and influencers.
70%
Hear others' experiences
65%
Learn more about
+
brands/products/
services
53%
Compliment brands _
50%
Express
concerns/complaints about
brands/services
47%
Share
money incentives
19 © Nielsen 2012 © Nielsen 2012 20THE GLOBAL SOCIAL CONSUMER
A recent Nielsen survey of more than 28,000 global
consumers with Internet access explored social media’s INTERNET
global reach and impact. From how consumers
connect and interact with social media to social’s ENABLED
influence on what people buy, there are TV
noticeable differences across regions, which
are highlighted in the following special
9% ASIA-PACIFIC
section focusing on the global
social consumer. 4% EUROPE
9 %
M. EAST/AFRICA
HOW DO YOU ACCESS SOCIAL 4% LATIN AMERICA
NETWORKING SITES?
COMPUTER
GAME
ASIA-PACIFIC 93%
EUROPE 96% CONSOLE
M. EAST/AFRICA 91%
LATIN AMERICA 96%
5% ASIA-PACIFIC
3 %
EUROPE
2% M. EAST/AFRICA
3 %
LATIN AMERICA
HANDHELD
MOBILE PHONE TABLET MUSIC PLAYER
ASIA-PACIFIC 59% ASIA-PACIFIC 28% 5% ASIA-PACIFIC
EUROPE 33%
EUROPE 8% 2% EUROPE
M. EAST/AFRICA 48 %
M. EAST/AFRICA 10% 2% M. EAST/AFRICA
LATIN AMERICA 33%
LATIN AMERICA 6% 2% LATIN AMERICA
21 © Nielsen 2012 © Nielsen 2012 22ARE YOU INTERACTING THE GLOBAL CONSUMER
WITH SOCIAL MEDIA 63% DECISION JOURNEY
WHILE WATCHING TV? MIDDLE EAST/
AFRICA
52%
LATIN
AMERICA
The role of social media in the consumer followed closely by: Travel/Leisure (60%),
decision journey extends beyond North Appliances (58%), Food/Beverages (58%),
47% America, and indeed is even more Clothing/Fashion (58%) and Restaurants
ASIA-PACIFIC pronounced in other regions. (57%). These categories were also the
most discussed products/services via
Social media’s influence on purchase social networking.
intent is strong across all regions, but
strongest among online consumers in the Social media represents a huge
Asia-Pacific, Latin America and Middle opportunity for brands to gain positive
East / Africa markets. Thirty percent of favor with consumers. With growing
online consumers in the Middle East / disposable income in emerging markets,
Africa region and 29 percent in Asia-Pacific savvy marketers can harness the growing
use social media on a daily basis to learn adoption and influence of social media to
38% more about brands/products/services, impact business.
EUROPE with one-third of respondents in both
regions connecting on a weekly basis.
Across all regions, social media has
the potential to influence consumers’
entertainment and home electronics
YES NO purchase decisions. These categories are
23 © Nielsen 2012 © Nielsen 2012 24BEAUTY/
THE GLOBAL SOCIAL CONSUMER RESTAURANTS
COSMETICS
In the next year, how likely * are you to make a purchase based ASIA-PACIFIC 69% ASIA-PACIFIC 62%
37% EUROPE 33%
on social media websites/online product reviews for each of EUROPE
M. EAST/AFRICA 56% M. EAST/AFRICA 43%
the following products/services? LATIN AMERICA 55% LATIN AMERICA 48%
HOME FINANCIAL
ENTERTAINMENT PRODUCTS/ AUTOMOBILES
ELECTRONICS
BANKING
ASIA-PACIFIC 74% ASIA-PACIFIC 75% ASIA-PACIFIC 63% ASIA-PACIFIC 55%
EUROPE 46% EUROPE 48% EUROPE 29% EUROPE 32%
M. EAST/AFRICA 67% M. EAST/AFRICA 63% M. EAST/AFRICA 52% M. EAST/AFRICA 51%
LATIN AMERICA 69% LATIN AMERICA 67% LATIN AMERICA 46% LATIN AMERICA 47%
TRAVEL & JEWELRY/
APPLIANCES TOYS
LEISURE ACCESSORIES
ASIA-PACIFIC 72% ASIA-PACIFIC 69% ASIA-PACIFIC 48% ASIA-PACIFIC 48%
EUROPE 48% EUROPE 47% EUROPE 25% EUROPE 20%
M. EAST/AFRICA 57% M. EAST/AFRICA 57% M. EAST/AFRICA 41% M. EAST/AFRICA 41%
LATIN AMERICA 61% LATIN AMERICA 62% LATIN AMERICA 38% LATIN AMERICA 29%
FOOD/ CLOTHING/ BABY CARE
DATING
BEVERAGES FASHION
ASIA-PACIFIC 72% ASIA-PACIFIC 74% ASIA-PACIFIC 47% ASIA-PACIFIC 43%
EUROPE 38% EUROPE 39% EUROPE 19% EUROPE 18%
M. EAST/AFRICA 59% M. EAST/AFRICA 58% M. EAST/AFRICA 32% M. EAST/AFRICA 42%
LATIN AMERICA 56% LATIN AMERICA 56% LATIN AMERICA 25% LATIN AMERICA 28%
25 *Combined likely and somewhat likely responses © Nielsen 2012 © Nielsen 2012 26SOURCES ABOUT NIELSEN
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement
3-10 Nielsen NetView (July 2012), Nielsen Smartphone Analytics (July 2012) company with leading market positions in marketing and consumer information,
television and other media measurement, online intelligence, mobile
11-12 Nielsen U.S. Social Media Survey 2012
measurement, trade shows and related properties. Nielsen has a presence in
approximately 100 countries, with headquarters in New York, USA and Diemen,
the Netherlands. For more information, visit www.nielsen.com.
13 Nielsen Mobile Connected Devices Report (Q2 2012)
14 NM Incite’s Social Guide (Twitter Drives Social TV),
Nielsen U.S. Social Media Survey 2012
ABOUT NM INCITE
NM Incite, a joint venture between Nielsen and McKinsey, provides social media
software, research and advisory solutions to global Fortune 1000 marketers
15-16
NM Incite State of Social Customer Service Report 2012,
Nielsen U.S. Social Media Survey 2012 looking to build strong, differentiated and emotionally-engaging brands. As
one of the largest global leaders in applying social media to solve marketing
17-18 Nielsen U.S. Social Media Survey 2012 problems, NM Incite operates in over 30 markets, including the United States,
Canada, United Kingdom, Germany, China, India Japan and Australia.
20 Nielsen U.S. Social Media Survey 2012
For more information, visit www.nmincite.com.
Copyright © 2012 The Nielsen Company. All rights reserved. Nielsen and the
21-26 Nielsen Global Survey of Social Media Usage (Q1 2012) Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks,
L.L.C. Other product and service names are trademarks or registered trademarks
of their respective companies. 12/5420.
ABOUT NIELSEN’S U.S. SOCIAL MEDIA SURVEY 2012: The Nielsen U.S. Social Media Survey 2012 is based on a representative sample
of 1,998 adult (18+) social media users who were recruited from the Nielsen Online Panel to take an online survey. “Social media user”
is defined as participating, talking, and networking online through various platforms to share information and resources. This includes
Internet forums, blogs, Facebook, Twitter, video sharing, consumer rating and other social networking websites. The survey fielded from
July 19 to August 8, 2012.
ABOUT NIELSEN’S GLOBAL SURVEY OF SOCIAL MEDIA USAGE: The Nielsen Global Survey of Social Media Usage was conducted
between February 10 and February 27, 2012 and polled more than 28,000 online consumers in 56 countries throughout Asia-Pacific,
Europe, Latin America, the Middle East, Africa and North America. The sample has quotas based on age and sex for each country based
on their Internet users, and is weighted to be representative of Internet consumers and has a maximum margin of error of ±0.6%. This
Nielsen survey is based on the behavior of respondents with online access only. Internet penetration rates vary by country. Nielsen
uses a minimum reporting standard of 60 percent Internet penetration or 10M online population for survey inclusion.
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