Nielsen: Time Spent on Social Media Growing

Many consumers use smartphones to interact while watching TV

As more adults acquire smartphones, they’re spending an increasing amount of their time on social media — often while watching TV.

According to Nielsen’s Social Media report, 22% of the 25 hours and seven minutes adults spend with media is spent with social media. That’s up 36% from last year’s third quarter.

Millennials — 18 to 34-year-olds — spend the most time on social media at 6 hours and 19 minutes weekly or 24% of their total time spent on media. The share is up 21%.

The report says that share of media time spent on social media has jumped 64% among adults 50 years and up. They now spend 20% of their media time using social media.

A lot of those interactions are about TV, with 14.2 million social media interactions about TV across Facebook and Twitter on an average day this fall in the U.S.

On Twitter 81% of the engagement with TV-related tweets come organically from audience tweets. The remaining 19% come from owned content.