Social media use plays a big part in American lives today
- An estimated 235MM people 12+ are using social media in 2023
(Source: The Infinite Dial 2023 - Edison Research/Wondery/ART19)
Social Media Usage by demographic:
- Total
- Facebook - 61%
- Instagram - 44%
- TikTok - 33%
- Pinterest - 31%
- Snapchat - 27%
- Twitter - 27%
- Hispanics
- Facebook - 64%
- Instagram - 42%
- TikTok - 34%
- Snapchat - 29%
- Pinterest - 23%
- Twitter - 20%
- African-Americans
- Instagram - 61%
- Facebook - 56%
- TikTok - 48%
- Pinterest - 42%
- Twitter - 38%
- Snapchat - 25%
Social media platform used most often by demographic:
- Total
- Facebook - 46%
- Instagram - 18%
- TikTok - 14%
- Snapchat - 6%
- Hispanics
- Facebook - 48%
- Instagram - 23%
- TikTok - 12%
- Snapchat - 5%
- African-Americans
- Facebook - 34%
- Instagram - 28%
- TikTok - 22%
- Snapchat - 2%
(Source: The Infinite Dial 2023, A Look at African-Americans & Hispanics)
- Most used social media platforms among 16-64 year olds in the U.S.:
- Facebook - 74.2%
- Facebook Messenger - 61.1%
- Instagram - 60.7%
- TikTok - 42.4%
- Twitter - 41.8%
- IMessage - 40.2%
- Pintrest - 39%
- Snapchat - 38.7%
- LinkedIn - 28.7%
- WhatsApp - 28.6%
(Source: We Are Social; Hootsuite; DataReportal, Digital 2021: July Global)
- Platforms that are more effective for building an active community on social media:
- Instagram - 25%
- Facebook - 25%
- YouTube - 15%
- TikTok - 10%
- Twitter - 7%
- LinkedIn - 6%
(Source: Hubspot Blog Research, Social Media Trends 2023 Report)
- U.S. social media users agree:
- That social media companies should do more to protect data - 34%
- That they try to limit their time on social media - 34%
- They prefer sharing content with friends/relatives privately - 32%
- That social media helps them feel more connected to other people - 32%
- That they are using social media less than they are used to - 26%
- That they think social media is good for society - 18%
- That they feel left out if they don't check social media often - 14%
- They've posted comments that they would never say in real life - 9%
- That they are more vocal about brands because of social media - 9%
(Source: GWI USA Q1 2023)
- Favorite social media platforms by U.S. users:
- Facebook - 27%
- Instagram - 16%
- TikTok - 14%
- iMessage - 6%
- Facebook Messenger - 5%
- Twitter - 5%
- Pintrest - 4%
- Snapchat - 4%
- WhatsApp - 4%
- Redditt - 4%
(Source: GWI Core Q1 2023)
- How U.S. users support content creators:
- By consuming their content - 44%
- By sharing their channel - 34%
- By giving feedback - 24%
- By buying their products/services - 14%
- By paying for a regular subscription - 13%
- By sending a virtual tip - 8%
(Source: GWI Core Q1 2023 and GWI Zeitgeist January 2023)
- How U.S. internet users find out about brands/products:
- Ads on social media - 31%
- Social media post - 28%
- Sponsored post on social media - 17%
- Blogs/Vlogs - 7%
- Expert/Specialist review sites - 7%
- Celebrity endorsements - 6%
(Source: GWI USA Q1 2023)
- Percentage (%) of those who have a profile on a certain platform:
- Facebook - 93%
- Facebook Messenger - 86%
- Instagram - 66%
- LinkedIn - 64%
- YouTube - 61%
- Twitter - 53%
- Pinterest - 52%
- Nextdoor - 38%
- Snapchat - 34%
- WhatsApp - 29%
- Reddit - 22%
- MySpace - 19%
- Twitch - 10%
- Post - 6%
- BeReal - 4%
- Mastodon - 4%
- Clubhouse - 3%
(Source: JacobsMedia Techsurvey 2023, Radio in the Post-Pandemic Era)
- Percentage (%) of those who use these platforms daily:
- Facebook - 74%
- Facebook Messanger - 39%
- Instagram - 47%
- LinkedIn - 12%
- YouTube - 37%
- Twitter - 32%
- Pinterest - 12%
- Nextdoor - 24%
- Snapchat - 29%
- WhatsApp - 17%
- Reddit - 23%
- MySpace - 2%
- Twitch - 12%
- Post - 31%
- BeReal - 34%
- Mastodon - 17%
- Clubhouse - 18%
(Source: JacobsMedia Techsurvey 2023, Radio in the Post-Pandemic Era)
- Main reasons for internet users to use social media as of 2023:
- Keeping in touch with family - 47%
- Filling spare time - 36%
- Reading news stories - 34%
- Finding content - 30%
- Seeing what's being talked about - 29%
(Source: dataportal.com, June 2023)
- Percentage on different generations consuming news on Social Media:
- Generation Z – 35%
- Millennials – 32%
- Boomers – 21%
- Generation X – 8%
(Source: Digital media trends, 15th edition, April 2021)
- Percentage of U.S. adults who say they get news from social media in 2023:
- Never – 23%
- Rarely – 25%
- Sometimes – 35%
- Often – 16%
(Source: Pew Research, Survey of U.S. adults conducted Sep. 25 - Oct. 1, 2023)
On social media platforms, these generations would rather see ads personalized to their likes and activity than generic ones:
- Generation Z – 62%
- Millennials – 72%
(Source: Digital media trends, 15th edition, April 2021)
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)
Different activities that people engage in with social media (%):
- Read or watch news – 27%
- Listen to music – 28%
- Watch TV shows and movies – 23%
- Shop – 17%
- Play video games – 22%
- Watch sports – 13%
(Source: Digital media trends, 16th edition, March 2022)
Percentage of consumers, by generation, who search for brands on social media more often than search engines:
- Gen Z (18-24) – 36%
- Millennials (25-34) – 22%
- Gen X (35-54) – 21%
- Boomers (55+) – 6%
(Source: Hubspot Blog Research, Social Media Trends 2023 Report)
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 2022, TikTok had 188MM downloads
- Q1 2021, TikTok had 177MM downloads
(Source: Sensor Tower, August 2022)
- TikTok has an estimated 1 billion monthly active users
(Source: DemandSage, August 2022)
- In August 2022, the daily minutes each visitor spent on TikTok was 95 minutes
(Source: Sensor Tower, August 2022)
Most popular TikTok content categories globally (in billions) as of July 2020:
- Entertainment - 535
- Dance - 181
- Pranks - 79
- Fitness/Sports - 57
- Home reno/DIY - 39
(Source: Mediakix, July 2020)
Distribution of TikTok users in the U.S. in 2023, by age group:
- 18-24 - 37%
- 25-34 - 33%
- 35-44 - 16%
- 45-54 - 8%
(Source: Mega Digital, December 2023)
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 Q2 2022, retail e-commerce sales in the U.S. has accounted for over 257.3 billion
(Source: US Census Bureau, Quarterly Retail E-commerce Sales in the United States, August 2022)
- YouTube Shorts are averaging a total of 50-billion views per day, significantly behind Instagram Reels with 140-billion views per day.
(Source: WRAC Media, May 2023)
- 68% of consumers purchased directly from a social media platform in 2022.
- 98% consumers plan to make at least one purchase through social shopping or influencer commerce this year.
(Source: Sprout Social Inc., February 2022)
The most engaging types of in-feed social content:
- Short-form videos - 66%
- Images - 61%
- Live videos - 37%
- GIFs/Memes - 32%
- Text-based posts - 32%
- User generated content - 26%
- Long-form videos - 24%
- Audio - 13%
- URL/Links to other content - 11%
(Source: SproutSocial Inc., 2023 Content Benchmark Report)