If your business relies heavily on social media to get the word out, you need to focus on the rapidly growing native Twitter, Facebook, and Pinterest apps…

According to a new report from Nielsen, 33% of time spent on social networks (across both mobile devices and PCs) is done via social media apps. That’s flat out incredible, especially considering how bad Facebook’s iPad app is…

I don’t know if users actually use social networking apps on their desktops/laptops. I’d be a little surprised if a high percentage of them did. Despite Facebook’s pledge to adopt a mobile-first strategy, the Facebook experience is still best enjoyed on a desktop browser, IMO.

Do you guys use social apps on your desktop/laptop? I don’t.

Pinterest and Twitter, on the other hand, provide a much better app experience. Facebook is just so freakin ubiquitous and addictive, users are staying connected across all devices — smartphones, tablets, and desktops. The number of FB users riding in on a mobile apps has now surpassed those using the mobile website, a trend that will continue.

As I wrote about last month, Twitter has made a conscious effort go in a more visual, mobile-friendly direction. According to this report, it seems to be working, “33 percent of Twitter users had tweeted about TV-related content.” Twitter is quickly becoming an armchair companion for users as they watch TV.

Pinterest also got a big shout out in the report, as a result of its phenomenal growth in 2012, well documented in the Pinterest book I published with Kate Buck Jr last summer.

Interestingly enough, Pinterest is and isn’t blazing the trail when it comes to mobile. Roughly 40% of all the time spent on Pinterest is mobile, but only a small fraction is spent on Pinterest’s mobile app. Thanks to the “Pin it” browser applet as well as how good Pinterest looks on a browser, Pinterest gets 6X as much of its mobile traffic through mobile browsers, as opposed to the Pinterest app.