Social media use plays a big part in American lives today
- An estimated 235MM people 12+ are using social media in 2024
(Source: The Infinite Dial 2024 - Edison Research/Audacy/Cumulus Media/SiriusXM Media)
Social Media Usage by demographic:
- Total
- Facebook - 63%
- Instagram - 44%
- TikTok - 35%
- Pinterest - 28%
- LinkedIn - 27%
- Snapchat - 25%
- X/Twitter - 19%
- Hispanics
- Facebook - 63%
- Instagram - 47%
- TikTok - 47%
- Pinterest - 24%
- LinkedIn - 19%
- Snapchat - 30%
- X/Twitter - 17%
- African-Americans
- Instagram - 5%
- Facebook - 64%
- TikTok - 44%
- Pinterest - 32%
- LinkedIn - 36%
- Snapchat - 34%
- X/Twitter - 24%
Social media brand awareness by demographic:
- Total
- Facebook - 94%
- Instagram - 92%
- TikTok - 91%
- Snapchat - 85%
- Hispanics
- Facebook - 93%
- Instagram - 86%
- TikTok - 90%
- Snapchat - 80%
- African-Americans
- Facebook - 92%
- Instagram - 95%
- TikTok - 90%
- Snapchat - 85%
(Source: The Infinite Dial 2024, A Look at Hispanics & African-Americans)
- 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 Q4 2023, TikTok had 232MM downloads
- Q4 2022, TikTok had 198MM downloads
(Source: Statista, January 2024)
- As of January 2024, the U.S. had 148 million users engaging with the platform.
(Source: Statista, January 2024)
- 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)
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