The world’s top 100 brands generated 56.7 million online and mobile social media mentions from July to December 2012, while global social media impressions totaled 83.59 billion in the same period. Brands with strong worldwide appeal generated more online and mobile conversations, with 57% of conversations starting outside the US.
Restaurants consistently scored the highest throughout the second half of 2012. Seven of the top 10 brand categories generated more mentions from males, such as automobiles, while only three categories were dominated by females, including personal care. Restaurants, beverages, and consumer technology generated over 70% of social media share of voice in the second half of 2012.
More consumers joined social media conversations throughout the second half of 2012, as impressions per mention reached 1,646 in December, up 35% from July, concludes the report.
The PQ Media/uberVU study includes data and indices on social media spending, and leading brands by product category, mentions, impressions, sentiment, gender and region.