If you find yourself spending an inordinate amount of time on Facebook, Twitter, or Pinterest, thank your smartphone and tablet: Americans’ social media use is on track to spike 37 percent this year, driven by a near doubling of consumption on mobile apps, according to a new Nielsen study.
The biggest social networks are seeing mobile use explode while desktop computer use remains relatively flat, according to a year-end Nielsen survey of social media consumption. Mobile app usage spiked 88 percent on Facebook this year and 134 percent on Twitter. In contrast, desktop use shrank 4 percent on Facebook and grew just 13 percent on Twitter.
The bottom line: Americans spent 121.1 billion minutes on social media during one month this summer versus 88 billion the year prior. You can see how mobile apps drove growth in this graphic: