Parents Key Demo For Social Media Gaming

Farmville

When it comes to social media, parents are much more likely to use social media for entertainment and gaming activities than non-parents.

A Social Media Report from Nielsen -- with new research by NM Incite, a Nielsen/McKinsey Company -- says parents are 26% more likely than non-parents to visit social networks to play games, 23% more likely to use them as a creative outlet and 20% more likely to use them for general entertainment.

When it comes to overall lifestyle/entertainment activities, parents will use social media 76% of the time for pure entertainment reasons, compared to non-parents at 63% of the time. As a creative outlet, parents use them 73% of the time versus 59% for non-parents. Gaming activities are also higher for parents as a percentage of overall lifestyle/entertainment on social media -- 54% to to 43% for non-parents.

Still, the biggest overall use of social media -- for parents and non-parents -- is keeping in touch with family and friends: 89% of the time for friends, 88% for family. Seventy percent of the time all people say it is to find new friends.

Nearly 70% say social-media users go to such sites to read product reviews; about half of those reviews provide both positive and negative feedback. Fifty-eight percent use social media to find new products, and 54% to obtain coupons and/or promotions.

Other uses: 48% say they use social media for business contacts; 28% say they use it to find a job.

The survey was based on a sample of 1,865 adult social media users recruited from the Nielsen Online Panel to take an online survey.

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