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
(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)
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