- Share of U.S. adults who subscribe to the internet in 2024 by age:
- 18-29: 99%
- 30-49: 99%
- 50-64: 98%
- 65+: 90%
(Source: Pew Research Center; 2024)
- Percentage of adults who consider social media to be very trustworthy/trustworthy:
- Adults 18-34 - 33%
- Adults 35-54 - 33%
- Adults 55+ - 19%
(Source: Katz Radio Group, Media Trust Study, June 2024)
- Percentage of U.S. adults who definitely agree or tend to agree that they are more likely to engage with advertisements on social media than on regular websites, by generation:
- Gen Z - 57%
- Millennial - 51%
- Gen X - 31%
- Baby Boomer - 18%
(Source: YouGov Profiles, October 2024)
- 96% of Millennials are more likely than Gen Z to say Facebook is their favorite platform.
(Source: GWI Core Q4 2023)
- 40% of Gen Zers are more likely than Millennials to say that Instagram is their favorite platforms.
(Source: GWI Core Q4 2023)
- 41% of Black adults 18+ consider social media to be very trustworthy/trustworthy.
(Source: Katz Media Group 2024 Media Trust Study)
- 38% of female sports fans use social media while watching or listening to sports content, such as tweeting about the game, sharing stories, etc.
(Source: Edison Research, Sports Audio Report: Female Fans, 2024)
- 26% of female sports fans are following women's sports or athletes on social media compared to five years ago.
(Source: Edison Research, Sports Audio Report: Female Fans, 2024)
- 92% of U.S. households get internet service at home.
(Source: Leichtman Research Group, December 2023)
- 59% of adults with an internet service at home watch video online daily.
(Source: Leichtman Research Group, December 2022)
- Individuals ages 65+ account for 34% of those that do not get an internet service at home.
(Source: Leichtman Research Group, December 2022)
- 70% of broadband subscribers agree that their internet service meets the needs of their household.
(Source: Leichtman Research Group, December 2023)
- 84% of social media marketers say social media will become consumers preferred channel for customerservice in 2023.
(Source: Hubspot Blog Research, Social Media Trends 2023 Report)
- 67% of homeowners have usage of the internet.
(Source: 2024 MRI-Simmons Fall Doublebase)
- 16% of U.S. social media users spend more than 4 hours a day on social media.
(Source: GWI Core Q1 2023)
- 53% of consumers say their social media usage has been higher over the last two years than the previous two years.
(Source: The Sprout Social Index, Break Through, 2023)
- As of January 2023, approximately 92% of individuals in the United States accessed the internet - up from nearly 75% in 2012.
(Source: Statista, January 2023)
- 59% of social media users have said they will use the same number of social media platforms in the next 6-12 months.
(Source: Nielsen 2023 Consumer Survey Report)
- 24% of social media users have said they will use fewer social media platforms in the next 6-12 months.
(Source: Nielsen 2023 Consumer Survey Report)
- 17% of social media users have said they will use more social media platforms in the next 6-12 months.
(Source: Nielsen 2023 Consumer Survey Report)
- Number of internet and social media users in the United States as of January 2024 (Millions):
- Internet Users - 331M
- Social media Users - 239M
(Source: Statista, January 2024)
- Consumers primary reasons for following a brand on social media:
- To stay informed about new products or services - 68%
- To have access to exclusive deals or promotions - 46%
- To content they post is enjoyable and entertainment - 45%
- To engage with the community or customers - 28%
- Because their values or mission aligns with mine - 21%
(Source: The Sprout Social Index, Break Through, 2023)
- How quickly consumers expect a response from brands on social media:
- Within minutes - 16%
- Within 1-2 hours - 23%
- Same day - 30%
- Within 2 business days - 19%
- Response time does not matter - 12%
(Source: The Sprout Social Index, Break Through, 2023)
- The most memorable brands on social media...:
- Respond to customers - 51%
- Prioritize original content over following trend topics - 38%
- Prioritize engaging directly with their audience vs. publishing a lot of content - 37%
- Publish timely, on-trend content - 33%
- Highlight the stories of audiences over their audiences over their own products/services - 28%
- Take risks with their content - 26%
- Collaborate with content creators and influencers - 25%
- Speak out about causes and news that align with their values - 25%
(Source: The Sprout Social Index, Break Through, 2023)
- How consumers feel about brands using AI in social media:
- 42% are slightly or very apprehensive
- 34% are neutral
- 24% are slightly or very excited
(Source: The Sprout Social Index, Break Through, 2023)
- Most used websites and online services used in the U.S., as of December 2023:
- Search engines - 97%
- Social media websites and apps - 60%
- Online stores - 56%
- Video websites and apps - 54%
- Company websites and apps - 38%
- News websites and apps - 32%
- Blogs - 17%
- Newsletters - 16%
- None of the above - 2%
(Source: Statista, December 2023)
Internet Service Providers used in Households:
- Xfinity/Comcast – 22%
- Spectrum – 20%
- AT&T Internet – 12%
- Verizon/Fios by Verizon – 9%
- Cox – 4%
- CenturyLink – 3%
- Optimum – 3%
- Frontier – 2%
- America On-Line (AOL) – 1%
(Source: 2024 MRI-Simmons Fall Doublebase)
Twitter users by gender and whether they expect to be on the platform in a year from now:
- Extremely/Very:
- Total - 40%
- Men - 47%
- Women - 31%
- Somewhat:
- Total - 35%
- Men - 32%
- Women - 39%
- Not very/Not at all:
- Total - 25%
- Men - 20%
- Women - 30%
(Source: MediaPost, Survey of U.S. adults conducted March 13-19, 2023)
Weekly time spent with social media on a smartphone by age (hours:minutes):
- Age 18+:
- Black - 8:49
- Total - 8:01
- Age 18 - 34:
- Black - 10:26
- Total - 9:27
- Age 35 - 49:
- Black - 8:46
- Total - 8:23
- Age 50 - 64:
- Black - 7:55
- Total - 7:17
- Age 65+:
- Black - 7:05
- Total - 6:25
(Source: Nielsen Audience Measurement Data, Q2 2024)
Percentage of U.S. users of each social media platform who say they get the following...:
- Getting news is a major or minor reason they use the platform:
- X (Twitter) - 65%
- TikTok - 41%
- Facebook - 37%
- Instagram - 33%
- They see at least one of four kinds of news related content:
- X (Twitter) - 92%
- TikTok - 90%
- Facebook - 91%
- Instagram - 82%
(Source: Pew Research Center survey of U.S. adults conducted March 18-24, 2024)
Percentage of U.S. users of each social media platform who say they've seen posts on current events on the platform:
- People expressing opinions about current news:
- X (Twitter) - 85%
- Facebook - 84%
- TikTok - 80%
- Instagram - 67%
- Funny posts that reference current events:
- X (Twitter) - 79%
- Facebook - 81%
- TikTok - 84%
- Instagram - 73%
- News articles, whether posted, reposted, linked or screenshotted:
- X (Twitter) - 79%
- Facebook - 74%
- TikTok - 57%
- Instagram - 52%
- Information about a breaking news event as it's happening:
- X (Twitter) - 75%
- Facebook - 58%
- TikTok - 55%
- Instagram - 44%
(Source: Pew Research Center survey of U.S. adults conducted March 18-24, 2024)
Percentage of each platform's U.S. news consumers who say where they get their news from:
- Friends, family & acquaintances:
- Facebook - 85%
- Instagram - 72%
- TikTok - 48%
- X (Twitter) - 26%
- News outlets or journalists:
- Facebook - 68%
- Instagram - 65%
- TikTok - 67%
- X (Twitter) - 80%
- Influencers or celebrities:
- Facebook - 44%
- Instagram - 59%
- TikTok - 68%
- X (Twitter) - 49%
- Advocacy or nonprofit organizations:
- Facebook - 55%
- Instagram - 52%
- TikTok - 55%
- X (Twitter) - 46%
- Other people they don't know personally:
- Facebook - 58%
- Instagram - 64%
- TikTok - 84%
- X (Twitter) - 75%
(Source: Pew Research Center survey of U.S. adults conducted March 18-24, 2024)
Percentage of each platform's U.S. news consumers who say how often they've seen news that seems inaccurate:
- Extremely/Fairly often:
- X (Twitter) - 37%
- Facebook - 33%
- Instagram - 25%
- TikTok - 23%
- Sometimes:
- X (Twitter) - 49%
- Facebook - 51%
- Instagram - 51%
- TikTok - 49%
(Source: Pew Research Center survey of U.S. adults conducted March 18-24, 2024)
Percentage of each platform's U.S. news consumers who say they think the platform influences which news stories they see there:
- A lot:
- Facebook - 32%
- Instagram - 27%
- X (Twitter) - 21%
- TikTok - 18%
- Some:
- Facebook - 42%
- Instagram - 45%
- X (Twitter) - 45%
- TikTok - 44%
(Source: Pew Research Center survey of U.S. adults conducted March 18-24, 2024)
Percentage of generations who agree with the following:
- "I worry I spend too much time on social media":
- Gen Z - 35%
- Millennials - 26%
- Gen X - 21%
- Boomers - 16%
- "I am using social media less than I used to":
- Gen Z - 21%
- Millennials - 22%
- Gen X - 21%
- Boomers - 21%
(Source: GWI, Social Media by generation, September 2023)
Percentage (%) of social media users, by generation, who say they mainly use platforms for the following reasons:
- Keeping in touch with friends/family:
- Gen Z - 46%
- Millennials - 49%
- Gen X - 55%
- Boomers - 60%
- Filling spare time:
- Gen Z - 42%
- Millennials - 38%
- Gen X - 36%
- Boomers - 34%
- Finding content:
- Gen Z - 34%
- Millennials - 31%
- Gen X - 28%
- Boomers - 24%
- Seeing what's trending/what's being talked about:
- Gen Z - 32%
- Millennials - 30%
- Gen X - 27%
- Boomers - 22%
- Reading news stories:
- Gen Z - 31%
- Millennials - 36%
- Gen X - 39%
- Boomers - 41%
(Source: GWI, Social Media by generation, September 2023)
Percentage (%) of social media users, by generation, who say they follow these certain accounts:
- Family, friends, or other people you may know:
- Gen Z - 47%
- Millennials - 47%
- Gen X - 50%
- Boomers - 53%
- Entertainment, memes, or parody accounts:
- Gen Z - 37%
- Millennials - 30%
- Gen X - 20%
- Boomers - 13%
- Actors, comedians, or other performers:
- Gen Z - 36%
- Millennials - 31%
- Gen X - 23%
- Boomers - 16%
- Bands, singers, or other musicians:
- Gen Z - 32%
- Millennials - 28%
- Gen X - 22%
- Boomers - 17%
- Influencers or other experts:
- Gen Z - 28%
- Millennials - 24%
- Gen X - 18%
- Boomers - 11%
- TV Shows or channels:
- Gen Z - 26%
- Millennials - 30%
- Gen X - 27%
- Boomers - 24%
(Source: GWI, Social Media by generation, September 2023) |
