Social networking is growing up.
According to a Nielsen study, consumers are spending more time on social networks than on any other category of sites.
“Consumers continue to spend more time on social networks than on any other category of sites: roughly 20 percent of their total time online via personal computer (PC), and 30 percent of total time online via mobile,” the study said.
It also said the total time spent on social media in the U.S. across PCs and mobile devices increased 37 percent to 121 billion minutes in July 2012, compared to 88 billion in July 2011.
The study said the recent proliferation of mobile devices and connectivity helped fuel the continued growth of social media.
“While the computer remains as the predominant device for social media access, consumers’ time spent with social media on mobile apps and the mobile web has increased 63 percent in 2012, compared to the same period last year,” it said.
The study showed Facebook remains the top social network, but other social media sites are emerging and catching on.
Facebook remains the most-visited social network in the U.S. via PC (152.2 million visitors), mobile apps (78.4 million users) and mobile web (74.3 million visitors).
It is also the top U.S. web brand in terms of time spent, as some 17 percent of time spent online via personal computer is on Facebook.
Nielsen also said Pinterest emerged as “one of the breakout stars” in social media for 2012, boasting the largest year-over-year increase in both unique audience and time spent of any social network across PC, mobile web and apps.