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The World Wide Web turned 32 on March 12, 2021.  In this relatively short period of time, "going online" has become an integral part of many Americans' daily lives – at work, at home, and at leisure.  We now have a generation of consumers who never know life without being online, and even older segments of the population have incorporated the Internet into their routines.

From the PC as geek "toy", desktops, laptops, mobile phones and tablets have evolved into essential tools.  Consumers routinely seek out audio and editorial content online.  Ever-faster connections have led to the rise of online as a primary vehicle for video entertainment – to the point where the computer and mobile devices are now referred to as "second" and "third screens" respectively.

The Internet grew rapidly since its invention and in more recent years has been accompanied by the rise of mobile connectivity:

  • As of January 2021, there are an estimated 299 million active internet users in the United States.
    • Active mobile internet users: 270 million
    • Active social media users: 240 million 
    • Active mobile social media users: 233.3 million

(Source: We Are Social; Hootsuite; DataReportal, Digital 2021: The United States of America)

  • Share of U.S. adults who subscribe to the internet in 2021 by age:
    • 18-29: 99%
    • 30-49: 98%
    • 50-64: 96%
    • 65+: 75%

(Source: Pew Research Center; 2021)

  • The types of websites and online services visited in the past 4 weeks:
    • Search engines, 98%
    • Online stores, 61%
    • Social media websites and apps, 61%
    • Video websites and apps, 58%
    • Company websites and apps, 45%
    • News websites and apps, 40%
    • Blogs, 17%
    • Newsletters, 14%
    • None of the above, 1%

(Source: Statista Global Consumer Survey, 2021)

Adult ownership of cell phones has also soared:

  • As of 2021, the majority of Americans (97%) now own a cellphone of some kind. 
    • 93% of Americans own a smartphone 

(Source: MRI-Simmons 2021 Fall Doublebase)

  • In 2021, there were about 277 million mobile internet users in the country

(Source: Statista Key Market Indicators, July 2021 )

  • 64% of U.S. adults have used their smartphone for online shopping in the past year

(Source: Statista Global Consumer Survey, 2021)

  • In Q2 2021, online orders placed from a smartphone had an average value of $134.39

(Source: Monetate; Kibo, EQ2 2021)

Social media use plays a big part in American lives today

  • An estimated 235MM people 12+ are using social media in 2021

(Source: The Infinite Dial 2022 - Edison Research/Wondery/ART19)

Social Media Usage by demographic

  • Total
    • Facebook - 61%
    • Instagram - 43%
    • Pinterest - 31%
    • Snapchat - 28%
    • Twitter - 23%
    • TikTok - 23%
  • Hispanics
    • Facebook - 53%
    • Instagram - 51%
    • Pinterest - 29%
    • Snapchat - 35%
    • Twitter - 21%
    • TikTok - 25%
  • African-Americans
    • Facebook - 66%
    • Instagram - 55%
    • Pinterest - 21%
    • Snapchat - 31%
    • Twitter - 34%
    • TikTok - 26%

Social media platform used most often by demographic 

  • Total
    • Facebook - 47%
    • Instagram - 18% 
    • Snapchat - 8%
    • TikTok - 7%
  • Hispanics
    • Facebook - 36%
    • Instagram - 24%
    • Snapchat - 6%
    • TikTok - 6%
  • African-Americans
    • Facebook - 45%
    • Instagram - 24%
    • Snapchat - 8%
    • TikTok - 6%

(Source: The Infinite Dial 2021, A Look at African-Americans & Hispanics)

  • Top social networks, ranked by number of active users in the U.S. (in millions): 
    • Facebook - 2,853
    • YouTube -  2,291
    • WhatsApp - 2,000
    • Instagram - 1,386
    • Facebook Messenger - 1,300
    • WeChat - 1,242
    • TikTok - 732
    • Snapchat - 514

(Source: We Are Social; Hootsuite; DataReportal, Digital 2021: July Global Statshot Report)

  • Most popular reasons for global internet users to use social media as of Q2 2021:
    • Staying in touch with friends/family - 48%
    • Filling spare time - 36%
    • Reading news stories - 35%
    • Finding funny or entertaining content - 31%
    • Seeing what's being talked about - 29%

(Source: We Are Social; GlobalWebIndex; Hootsuite; DataReportal, Digital 2021: October Global Statshot Report)

  • Leading social media platforms used by small businesses to advertise:
    • Facebook - 66%
    • YouTube - 42%
    • Instagram - 41%
    • Snapchat - 15%
    • TikTok - 12%

(Source: The Manifest 2021 Small Business Survey)

Clubhouse made it's debute in April 2020 and is an invite-only, audio-based social media platform.

  • There are 10MM weekly active global users

(Source: Influencer Marketing Hub; CNBC; Statista, April 2021)

  • In June 2021, Clubhouse was downloaded about 8MM times

(Source: AppMagic, July 2021)

Top 5 trending topics on Clubhouse worldwide (in millions)

  • Sales - 564
  • Social media - 532
  • Deep Tech - 528
  • Startups - 464
  • Business - 194 

(Source: britopian.com & Brandwatch, June 2021)

Amount of time A18+ use Clubhouse 

  • At least once a day - 44%
  • At least once a week - 28%
  • At least once a month - 15%
  • Less than once a month - 13%

(Source: Edison Research; Inside Radio, May 2021)

  • In Q1 2021, Tiktok had 178MM downloads
    • Q2 2021, 205MM downloads

(Source: Sensor Tower, July 2021)

  • TikTok has an estimated 32 million users on a monthly basis

(Source: Airnow, July 2021)

  • In March 2020, the monthly minutes each vistor spent on TikTok was 858 minutes

(Source: comScore; eMarketer, April 2020)

Most popular TikTok content categories gloablly (in billions) as of July 2020:

  • Entertainment - 535
  • Dance - 181
  • Pranks -79
  • Fitness/Sports -57
  • Home reno/DIY - 39

(Source: Mediakix, July 2020)

As online populations continue to grow, and time spent with digital media, marketers are diverting more of their ad budgets to online, with digital advertising becoming the #1 media category. 

  • As of Q3 21, retail e-commerce sales in the U.S. has accounted for over 214.6 million

(Source: US Census Bureau, Quarterly Retail E-commerce Sales in the United States, November 2021)

  • In 2021, there were about 90.2 million Americans who made purcahses via social networks

(Source: Statista; eMarketer, July 2021)

For additional information/insights on Digital (Internet/Mobile/Social Media)

IAB  (Interactive Advertising Bureau)
http://www.iab.net

Borrell Associates, Inc.
https://www.borrellassociates.com

comScore, Inc.
http://www.comscore.com

eMarketer
http://www.emarketer.com

Nielsen
http://www.nielsen.com

Pew Research Internet Project
http://www.pewinternet.org

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