Social Media Usage

Healthcare Marketing: Consumers Can’t Get Enough Media

Americans are watching more, surfing more, texting more and consuming media more!

Americans continue to consume more and more media. And there doesn’t seem to be an end in sight.   Due to a slow economy, ubiquitous broadband, widespread Wi-Fi access, increased multi-tasking and the proliferation of new devices and technology, consumers are living a lifestyle of almost continuous media consumption. In the past 18 months we watched two more hours of television per week, sent and received half a trillion more text messages and spent 1.3 more hours on the internet.  “We’re finding a way to do more of it, watch more of it and take more of it with us”, stated Patricia McDonough, VP-analysis, Nielsen Company.

Beth Snyder Bulik reported in Ad Age some  of the latest figures for U.S media consumption.


  • 116 million Americans have at least one television
  • 55% of households have at least 3 televisions
  • There are more televisions than people in the US
  • Americans spend an average of 35 hours and 34 minutes per week watching traditional TV
  • Another two hours is spent each week watching time-shifted TV, such as DVR
  • We spend an average of 20 minutes per week watching videos on the internet
  • TV watching is shared with social networking  (21%), playing video games (16%), purchasing products online (15%), participating by phone or internet with what’s happening on TV (7%) and tweeting (4%).


  • On an average day, 78% of Americans with internet access go online
  • 62% send /receive email
  • 49% use a search engine to find information
  • 43% get news
  • 38% go online for fun
  • 38% use social media
  • 34% check the weather
  • 26% do banking
  • 23% watch video


  • Only 31% of those surveyed read a newspaper on a given day
  • 65 and older – 62%
  • 50-64 – 44%
  • 40-49 – 39%
  • 18-24 – 20%

E-Readers and iPads

  • 3.7 million e-readers sold last year
  • 10.3 million predicted to be sold this year
  • 15.5 million predicted sold next year
  • 30 million predicted sold by 2015
  • 10 million American’s either already own an iPad  (2.5 million) or intend to buy one (7.4 million)

Mobile Phones

  • In 2009 there were 286 million wireless subscribers
  • 72% of consumers now text
  • There are 153 billion texts sent each month
  • Teens send and receive an average of 50 texts per day – adults an average of 10
  • 42% use their cell phones to access the internet
  • 30% do mobile search
  • 27% download apps
  • 26% use it for buying products
  • 15% use their cell phone to purchase products

Social Media

  • Linkedin has 75 million members
  • Twitter has 100 million members
  • Facebook has 500 million members
  • 40% of Americans maintain a social-networking profile
  • 86% of adults 18-24 use social media
  • 47% of boomers use social media
  • 26% of adults over 65 use social media

It is clear that Americans consume an enormous amount of media.  And it continues to increase.  These figures vividly show the power and influence of the media.  They are tools, when used wisely, that can deliver our messages to consumers.


Healthcare Marketing: 75% of Americans Engage in Social Media – Is Your Hospital?

Research indicates that social media is beginning to rival traditional media in reach.

In a survey of 1700 internet users in the US, Nielsen Online found that 73% engage in social media at least once a week.  That makes the total social media audience consist of 127 million people.   Brian Morrissey reported the findings in a recent article in  AdWeek.

In addition to the total number of Americans engaged in social media, the survey rendered the following results:

  • 47% visit Facebook daily
  • 32.7 million play social games daily
  • Twitter has 105 million registered users but only 11.4 million or 6% use it daily
  • 11% read blogs daily

The number of users of social media is extremely significant.  The numbers rival and even outpace some forms of traditional media.  The 47% of internet users who visit Facebook daily compares to:

  • 55% who watch television daily
  • 37% who listen to radio daily
  • 22% who read newspaper daily
  • 11% who read magazines daily

The use of social media is continuing to increase.  As seen in this study by Nielsen, the percentages that are actively engaged in social media are comparable or greater than most traditional media consumers.

This creates new challenges for healthcare marketers.  How do we effectively reach this growing audience?   The answers are not easy.  And implementation is sometimes even more difficult.  But it is important to develop strategies to engage this burgeoning audience.

Traditional media is not dead.  It can still be very effective.  But social media has become pervasive and we must be creative and increasingly proactive in taking advantage of its growing popularity.