Roughly two-thirds of U.S. adults (68%) now report that they are Facebook users, and roughly three-quarters of those users access Facebook on a daily basis. With the exception of those 65 and older, a majority of Americans across a wide range of demographic groups now use Facebook.
(Source: Pew Research Center, Social Media Fact Sheet, 2018)
The World Wide Web turned 30 on March 12, 2019. 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:
(Source: Statista; Statista DMO 2018)
Adult ownership of cell phones has also soared:
(Source: Pew Research Center Mobile Fact Sheet, 2018)
(Source: The Infinite Dial 2019 - Edison Research/Triton Digital)
(Source: Deloitte; Global Consumer Survey, 2018)
Social media use plays a big part in American lives today
(Source: The Infinite Dial 2019 - Edison Research/Triton Digital)
According to Pew Research Center:
Penetration of the 5 most popular social media sites among online adults; all grew, 2018 vs. 2012
(Source: Pew Research Center, Social Media Fact Sheet, 2018)
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.
(Source: IAB/PwC Internet Ad Revenue Report, HY 2018)
While many digital media users are advertising adverse compared to traditional media users, they are likely to utilize devices and online sources – including advertising – to help plan purchases and compare prices among retailers.
Total digital advertising revenue continues to grow year over year:
Digital advertising in the U.S. soared to about $50B in the first half of 2018. This represents a 23% YOY increase from the first half of 2017.
(Source: IAB, Internet Advertising Revenue Reports, 2018)
(Source: Statista; Pew Research Center Internet/Broadband Fact Sheet, 2018)
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
Smartphone owners by age:
20% of US adults are smartphone only internet users.
(Source: Pew Research Center Mobile Fact Sheet - Internet/Broadband Fact Sheet 2018)