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Nielsen reports that American consumers continue to spend more time on social networks than on any other category of sites.

Social networking is no longer a passing trend as we entered the fully-fledged social media age this year, according to the Nielsen and NM Incite's 2012 Social Media Report.

The core finding of the report is that American consumers continue to spend more time on social networks than on any other category of sites.

But what might be more notable is what devices they are using to access the Internet, and by extension, social networks. Nielsen found that most consumers spent 30 percent of total time online via mobile mobile devices this past year -- compared with approximately 20 percent via PCs.

Thus, while social media is no longer in its "infancy," according to the study, it is arguable that these upticks can only continue hand-in-hand with the growth of mobile technologies and usage too.

Here's more from the report:

As for what these consumers are looking at the most, Facebook remained the most-visited social network in the United States.

Most U.S. members of the world's largest social network continued to access the site via PC (152.2 million visitors), but mobile made a big difference this year as 78.4 million members used native Facebook apps and 74.3 million people visited via mobile browsers.

But Pinterest was the breakout star of 2012 as researchers found that the content sharing service produced the largest year-over-year increase in both unique audience and time spent of any social network across PC, mobile web and apps.

The complete Nielsen and NM Incite report for social media in 2012 is available online now.

Read more from the original source:
Social media grows out of its infancy stage

Blame social media the next time it feels like forever for your turn to use the toilet.

According to a study released Monday, 32 percent of people in the United States aged 18 to 24 say they use social networking in the bathroom.

The same report from marketing research firms Nielsen and NM Incite also found that 51 percent of US adults between 25 and 34 use social networking in the office -- more than any other age group.

While personal computers remain the primary tools for logging onto sites like Facebook and Twitter, the report -- posted at blog.nielsen.com -- noted a significant increase in the use of cellphones and tablets as well.

Forty-six percent of respondents said they used a mobile phone to connect online, up from 37 percent last year, while 16 percent used a tablet like Apple's iPad, up from just three percent in 2011.

Facebook remained by far the most popular social networking site among Americans -- but there was a stunning 1,047 percent year-on-year increase in the number of unique PC visitors to the online scrapbook Pinterest.

Blame social media the next time it feels like forever for your turn to use the toilet. According to a study released Monday, 32 percent of people in the United States aged 18 to 24 say they use social networking in the bathroom.

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Study finds social networking taking up toilet time

It's common for websites requiring registration to offer a social-sign-in option. That allows the consumer to use their credentials from a social networking site, such as Facebook or Twitter, at the new site, thus avoiding the need for creating yet another username and password to remember.

On some sites, though, social-sign-in isn't an option but a requirementa requirement that some of those sites have started reconsidering.

Pinterest, Spotify, Pulse, and Turntable.fm have already ditched social-sign-in exclusivity, according to Josh Constine, writing for TechCrunch, and social browser maker Rockmelt followed suit last Friday.

When Rockmelt released the version of its browser for the iPad in October, it required registration to Facebook or Twitter to use it. That's no longer the case.

"As an alternative to logging in with Facebook or Twitter, you can now login via email," Rockmelt wrote at its company blog.

Rockmelt's desertion of social-sign-in exclusivity appears to be prompted by a reluctance of users to open up their social networking accounts to the company. According to TechCrunch, 50 percent of Rockmelt users were accessing the service without a social login. In other words, they were prepared to sacrifice the personalization benefits offered by Rockmelt for protection of their social networking credentials.

What Rockmelt is discovering is that consumers are becoming more wary of giving away their social networking credentials to any site that asks for them. A site needs to build trust with a new user before that user opens up a social networking account to it, Rockmelt's co-founder and CEO Eric Vishria told TechCrunch. "People want a little dating before marriage," he said.

One reason companies try to get new followers to use their social credentials for registering with a site is it makes logins easier to managethey can use someone else's login systems without having to build their ownand it makes it easier to tailor services for a user and make the site "stickier" for that user faster.

From a security point of view, however, the practice is worrisome. If you use the same credentials to log into Facebook that you use to log into other products, services and websites, then you only have one set of keys, explained Sophos Senior Technology Consultant Graham Cluley.

"Lose control of those keys, and you have a much bigger problem than just losing control of your Facebook account," he said in an email interview. "If I managed to phish your Facebook username and password, I could then use those to log in elsewhere on the net."

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Social sign-ins at third-party sites begin to get thumbs down

The Social Screensaver
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The Social Screensaver - Video

Setting Up Your LinkedIn.com Profile
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Setting Up Your LinkedIn.com Profile - Video