What's the Most Social of All Media?

How Social Media Overlaps With All Media From TV to Newspapers

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You can like your favorite magazine on Facebook or tweet about Beyonce's baby bomb at the Video Music Awards. Here's a look at how social media drives readers and growth and sucks time out of all categories of media.

Eighty-six percent of U.S. mobile internet users watch TV with their mobile devices, according to a January Nielsen and Yahoo study. Forty percent of that set uses those devices for social networking.

More than 275 million Facebook users have liked a TV show, says the social network. The average user in that group has liked at least six TV shows.

In August, 16% of Cosmopolitan's web traffic came from Facebook, per ComScore. That's just 4% shy of entries from Google. People saw 10% of traffic come from Facebook in that period, but top circulation magazines Better Homes & Gardens, Reader's Digest, National Geographic, Woman's Day and Good Housekeeping grabbed only single-digit web traffic from Facebook and fractions, if any, from Twitter. Time Inc. says social media accounts for 14 million referrals to all its sites a month (and suspects that 's underreported thanks to third-party apps).

In August, Google and Yahoo sites were the top two traffic drivers to the websites of the top five newspapers by circulation; Facebook's position varied, according to ComScore. USAToday's websites saw the biggest percentage of traffic from Facebook at 8.4%. Despite news content composing a large volume of tweets, Twitter drove only fractions of percent of traffic to those sites.

Americans spend one-quarter of all time spent online on social networks and blogs, according to Nielsen, and in May 2011, spent more time on Facebook than any other website.

Nearly 40% of social-media users access social media from mobile phones, according to Nielsen -- and internet users 55 years and older are driving social's growth on the mobile web. Some 250 million active users access Facebook through mobile devices and they are twice as active as non-mobile users. And 55 million users access Twitter from mobile phones or tablets each month.

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