In 2011, Nielsen released a Social Media Report that summarized the presence of social media in our everyday lives. The report shows that individuals are spending a vast majority of their time on the Internet using social networking sites, particularly Facebook. Furthermore, roughly 40 percent of individuals accessing social networking sites are accessing the sites via mobile devices, providing even more evidence of a mobile tipping point.
While the numbers in this report will change over time, the main takeaways from a researcher’s perspective will remain for quite some time: people are changing the way they communicate and younger generations are responsible for much of this change. If we have not already reached it, we are rapidly approaching a critical point where we will either pioneer new methodologies alongside the development of new technologies or we will position ourselves to play catch-up!