Nielsen believes this continued growth is due to the proliferation of mobile devices in the US as well as the growing quality and choice of apps available. The PC is still the most popular way of accessing the social web but it saw only a 4% increase in usage, while mobile and app use grew by 22% and 120% respectively in terms of minutes spent online. What's more, as 17% of US consumers' PC time is dedicated to Facebook, it has become the most popular web brand in the US.
And, when it comes to accessing social content, users are moving further and further towards apps. App usage now accounts for more than one third of social media time, across PCs and mobile devices; as such, time spent using social apps increased by 76% compared with July 2011, and while the number of users accessing the social web via a PC actually fell by 5% over the past year, the time spent accessing such sites via a PC grew by 24% over the same period, suggesting that users have never been more deeply engaged in the social web.