May 2016 emarketer US Social Network Usage StatPack Presented by
Learning from Social Advertising Data Trends Video Views ONCE A USER WATCHES 25% OF A VIDEO, DO THEY Stop Watching Watch 50% Watch 75% Finish the Video COMPLETED VIDEO VIEWS ACROSS PLATFORMS (VIEWS PER 1,000 IMPRESSIONS vs. LENGTH OF VIDEO) 70 60 50 40 30 FACEBOOK 40.0% 30.0% 20.0% 10.0% 20 10 0.0% < 16 sec 16-30 sec 30-60 sec 1-2 min > 2 min 0 < 16 sec 16-30 sec 30-60 sec 1-2 min > 2 min TWITTER Facebook Instagram Twitter *Note: Current video ad specs for Instagram allow for a maximum length of 60 seconds. As such, no data can be collected beyond 60 seconds. 60.0% 45.0% TIP: WHILE SHORTER VIDEOS ARE MORE SUCCESSFUL ON TWITTER, LONGER VIDEOS SEE GREATER SUCCESS ON FACEBOOK. 30.0% 15.0% ASK US HOW KINETIC SOCIAL HELPS AGENCIES AND BRANDS ACHIEVE THEIR SOCIAL GOALS hello@kineticsocial.com The data in these charts reflects the campaigns that ran through Kinetic Social s proprietary social marketing platform, from 1.1.15 4.1.16. The data in these charts represents Kinetic advertiser campaigns only and should not be used as an indicator of the entire current or future landscape for these social networks. 0.0% < 16 sec 16-30 sec 30-60 sec 1-2 min > 2 min GET THE VIEWER HOOKED EARLY ONCE A VIEWER WATCHES AT LEAST 25% OF A VIDEO, THEY ARE MUCH MORE LIKELY TO WATCH THE REST. This effect holds true on Twitter for short videos and on Facebook across all video lengths.
Overview The emarketer US Social Network Usage StatPack contains charts, key stats, trends and forecasts that you can keep at your fingertips all year long. The StatPack is broken out into two main sections: Total social network usage and user demographics Usage and user demographics for: Facebook Twitter Instagram Snapchat Pinterest Tumblr
Total Social Network Usage and User Demographics
In 2015, there were 180 million social network users in the US 200 180.0 202.8 5% 3.7% Growth is slowing, as social network user penetration reaches saturation. 100 1.7% 0 0% US Social Network Users (millions) US Social Network Users (% change)
By 2020, more than seven out of 10 US internet users will use social networks 100% 69.3% 56.0% % of internet users % of population 0% 2015 2020 US Social Network User Penetration (% of internet users, % of population) 72.6% 60.6% Social network users defined: Internet users of any age who use social networks via any device at least once per month. Social networks defined: Sites where the primary activities involve creating a profile and interacting with a network of contacts by sharing status updates, comments, photos or other content. Excludes YouTube, which is primarily a video-viewing platform.
In 2015, for the first time, more than half of US social network users were age 35 or older Under 35 35+ 2015 49.8% 50.3% 2020 47.8% 52.2% 0% 100% US Social Network Users, by Age (% of total)
Among US internet users, higher percentages of females than males use social networks 100% In 2015, there were 94.5 million female social network users and 85.5 million male social network users in the US. 70.8% 67.8% Female Male 50% 2015 2020 US Social Network Users, by Gender (% of internet users) In 2020, there will be 105.4 million female social network users and 97.4 million male social network users in the US. 73.9% 71.3%
In 2018, Hispanics will account for more than 20% of US social network users 2.5% Non-Hispanic Other 2.9% 100% 5.3% Non-Hispanic Asian 5.7% 12.8% Non-Hispanic Black 12.4% 61.5% Non-Hispanic White 58.3% 17.9% Hispanic 20.6% 0% US Social Network Users, by Race/Ethnicity (% of total) Non-Hispanic white
More than 150 million people in the US use mobile phones to access social networks 200 151.2 187.1 20% 11% Although growth in the number of mobile social network users is slowing (per below), 58.6% of US mobile phone users used social networks at least once a month in 2015. 100 2% 0 US Mobile Phone Social Network Users (millions) 0% US Mobile Phone Social Network Users (% change)
The smartphone is the device of choice for US mobile social network users 200 149.5 186.3 100% 91.9% 100 83.1% In 2020, more than nine out of 10 US social network users will use a smartphone for social networking. 0 US Smartphone Social Network Users (millions) 50% US Smartphone Social Network Users (% of total social network users)
More than two-thirds of US tablet users used a tablet for social networking in 2015 200 100% 129.2 68.0% 69.9% 108.2 100 More than one-third of the US population (33.7%) used a tablet to access a social network last year. 0 US Tablet Social Network Users (millions) 0% US Tablet Social Network Users (% of tablet users)
In 2015, nearly 28% of US social network users were mobile-only users 100% The majority of users will use both mobile devices and a computer to access social networks. Dual desktop/laptop and mobile 59.9% 56.7% By 2020, just 5.9% will use only a computer to access social networks. 5.9% Desktop/laptop-only 12.2% Mobile-only 27.9% 37.5% 0% 2015 2020 US Social Network Users, by Device (% of total)
Facebook Usage
This year, for the first time, over 50% of the US population will use Facebook 200 50.3% of the US population 158.4 162.9 53.1% of the US population 177.5 100% 88.0% 87.5% 100 The percentage of US social networkers who use Facebook will remain virtually unchanged through 2020. 0 US Facebook Users (millions) 0% US Facebook Users (% of social network users)
By 2018, more than half of Facebook s US users will be 35 or older Under 35 35+ 2015 51.6% 48.5% In 2018, 29.7% of users will be between the ages of 35 and 54, and 20.4% will be 55 or older. 2018 49.7% 50.1% 0% 100% US Facebook Users, by Age (% of total)
What about Facebook s "teen problem"? 100% Ages 18-24 90.5% 88.0% 82.3% 83.5% Ages 12-17 Among US teen and young adult internet users, the percentage using Facebook is still rising contrary to popular perception. 50% US Teen and Young Adult Facebook Users (% of internet users)
Within the US teen/millennial social network user population, Facebook use is declining 100% 100% 94.1% 92.7% 92.0% 90.8% Why is this happening? Those who are already social network users are more likely to look at other platforms beyond Facebook. 80% US Teen Facebook Users (% of teen social network users) 80% US Millennial Facebook Users (% of millennial social network users)
Female internet users in the US remain more likely than their male peers to use Facebook 2015 2020 75% 65.1% Female 67.2% 59.7% 56.6% Male 50% US Facebook Users, by Gender (% of internet users)
Hispanics will make up 20% of Facebook s US user base in 2020 2.6% 100% Non-Hispanic Other 2.9% 5.4% Non-Hispanic Asian 5.7% 12.3% Non-Hispanic black 12.4% 62.8% 59.1% Non-Hispanic White 16.8% Hispanic 20.0% 0% US Facebook Users, by Race/Ethnicity (% of total)
Last year, 50% of US mobile phone users visited Facebook via mobile browser or app 200 163.3 75% 50.3% 59.0% 129.9 100 Looking at it another way, 82% of US Facebook users visited it via mobile phone last year. 0 0% US Mobile Phone Facebook Users (millions) US Mobile Phone Facebook Users (% of mobile phone users)
85.6% of US Facebook users will access the service via a smartphone in 2016. That s 67.3% of US smartphone users.
88.3 million people in the US will access Facebook on a tablet in 2016. That s just over half of US tablet users.
By 2020, 42.1% of US Facebook users will access Facebook solely via a mobile device 100% More than half of all Facebook users will continue to use both a computer and a mobile device to access the social network. 57.0% Dual desktop/laptop and mobile 52.4% 5.5% 13.5% Desktop/laptop-only Mobile-only 29.5% 42.1% 0% 2015 2020 US Facebook Users, by Device (% of total)
Twitter Usage
Just over one-fifth of the US population will use Twitter in 2020 100 16.4% of the US population 52.5 21.1% of the US population 70.7 In 2020, slightly more than one-third of US social network users will use Twitter. 50% 34.8% 29.2% 0 US Twitter Users, (millions) 2015-2020 (millions) 0% US Twitter Users (% of social network users)
Twitter s base is younger than Facebook s; 57.8% of US users were under 35 in 2015 Under 35 35+ 2015 57.8% 42.2% 2020 54.4% 45.6% 0% 100% US Twitter Users, by Age (% of total)
Male and female US internet users are nearly equally likely to use Twitter 20.5% 2015 2020 30% Male 25.5% 25.1% 19.9% Female 0% US Twitter Users, by Gender (% of internet users)
Hispanics made up nearly one-quarter of Twitter s US users in 2015 100% Non-Hispanic Other Non-Hispanic Asian Non-Hispanic Black In the US, Hispanics make up a greater percentage of Twitter users than Facebook users. Non-Hispanic White Hispanic 24.1% 28.5% 0% US Twitter Users, by Race/Ethnicity (% of total)
Just under one-fifth of US mobile phone users accessed Twitter via mobile in 2015 100 30% 24.1% 66.7 46.3 18.0% Looking at it another way, 88.2% of Twitter s users accessed the social network via mobile last year. 0% 0 US Mobile Phone Twitter Users (millions) US Mobile Phone Twitter User Penetration (% of mobile phone users)
89.9% of US Twitter users will access the service via a smartphone in 2016. That s 24.6% of US smartphone users.
34.2 million people in the US will access Twitter on a tablet in 2016. That s one-fifth of US tablet users.
By 2020, more than six in 10 US users will access Twitter solely via a mobile device 100% 47.7% Dual desktop/laptop and mobile 31.3% 5.5% 10.6% Desktop/laptop-only Twitter already has a much greater percentage of mobile-only US users than Facebook. 41.7% Mobile-only 63.2% 0% 2015 2020 US Twitter Users, by Device (% of total Twitter users)
Instagram Usage
Instagram usage is rising quickly; it will exceed 33% of the US population in 2020 80% 200 34.8% of the US population 43.1% 55.8% 24.2% of the US population 100 77.6 116.3 Among US social network users, 55.8% will use Instagram in 2020. 0 US Instagram Users (millions) 0% US Instagram Users (% of social network users)
More than two-thirds of Instagram s US users were under 35 in 2015 Under 35 35+ 2015 67.2% 32.8% 2020 63.4% 36.5% 0% 100% US Instagram Users, by Age (% of total)
Females will remain more likely than males in the US to use Instagram 2015 2020 100% Female 62.1% 48.4% 52.3% 37.3% Male 0% US Instagram Users, by Gender (% of social network users)
Black and Hispanic US internet users have been more likely to use Instagram Black 47% Hispanic 38% White 21% Total 28% US Instagram Users, by Race/Ethnicity, April 2015 (% of internet users in each group) Source: Pew Research Center, "Mobile Messaging and Social Media 2015," conducted by Princeton Survey Research Associates International, Aug 19, 2015.
Snapchat Usage
23% of US consumers used Snapchat in February 2016 Among US social network users, 12% used it several times per day Source: Edison Research and Triton Digital, The Infinite Dial 2016, March 10, 2016.
US Snapchat users are very young; 63% were between 13 and 24 in Q3 2015 13-24 63.0% 25-34 21.0% 35-54 12.0% 55+ 4.0% US Snapchat Users, by Age, Sep 2015 (% of respondents) Source: CivicScience, "Beyond Facebook: Profiling Active Users of Next-Tier Social Media to Drive Smarter Marketing," Dec 9, 2015.
Among US millennials, females were more likely than males to use Snapchat in 2015 Female 42% Male 31% US Millennial Snapchat Users, by Gender, Nov 2015 (% of respondents in each group) Source: Harvard University Institute of Politics, "Survey of Young Americans Attitudes Toward Politics and Public Service: 28th Edition," conducted by GfK, Dec 10, 2015.
Pinterest Usage
The percentage of the US population that uses Pinterest is still relatively small 100 50% 15.6% of the US population 19.9% of the US population 66.6 32.8% 50.1 27.8% Just under one-third of US social network users will use Pinterest in 2020. 0 US Pinterest Users (millions) 0% US Pinterest Users (% of social network users)
Slightly more than half of Pinterest s US user base were 35 or older in 2015 Under 35 35+ 2015 48.0% 52.0% 2020 47.6% 52.3% 0% 100% US Pinterest Users, by Age (% of total)
Among US internet users, females are much more likely than males to use Pinterest 2015 2020 50% 36.2% 30.9% Female 11.0% 7.0% Male 0% US Pinterest Users, by Gender (% of internet users)
Hispanic and white US internet users have been more likely to use Pinterest Black 23% Hispanic 32% White 32% Total 31% US Pinterest Users, by Race/Ethnicity, April 2015 (% of internet users in each group) Source: Pew Research Center, "Mobile Messaging and Social Media 2015" conducted by Princeton Survey Research Associates International, Aug 19, 2015.
Tumblr Usage
Only 6.5% of the US population used Tumblr in 2015 50 20% 6.5% of the US population 21.0 8.8% of the US population 29.4 11.7% Among US social network users, 11.7% used Tumblr last year. 14.5% 0 US Tumblr Users (millions) 0% US Tumblr Users (% of social network users)
US Tumblr users are very young; 68.2% were under age 35 in 2015 Under 35 35+ 2015 68.2% 31.7% 2020 64.6% 35.4% 0% 100% US Tumblr Users, by Age (% of total)
US Tumblr users are evenly split by gender 2015 2020 20% Female 10.6% 8.1% 10.5% 8.0% Male 0% US Tumblr Users, by Gender (% of internet users)
Black and Hispanic internet users have been more likely than whites to use Tumblr Black 15% Hispanic 15% White 9% Total 10% US Tumblr Users by Race/Ethnicity, April 2015 (% of internet users in each group) Source: Pew Research Center, "Mobile Messaging and Social Media 2015" conducted by Princeton Survey Research Associates International, Aug 19, 2015.
Campaign Objective Ad Unit Performance Learning from Social Advertising Data Trends OFFSITE CONVERSION (CONVERSION RATE vs. AD TYPE) 0.30% POST ENGAGEMENT (ENGAGEMENTS per IMPRESSION vs. AD TYPE) 10.00% 0.25% 0.20% 0.15% 0.10% 0.05% 8.00% 6.00% 4.00% 2.00% 0.00% Link Carousel Photo Video 0.00% Link Carousel Photo Video WHAT ARE THE BEST AD TYPES FOR A CAMPAIGN OBJECTIVE? TIP: Offsite Conversion and Link Click campaigns have the highest performance when using Carousel or Photo ad units, whereas Post Engagement campaigns perform more effectively with Video or Carousel ad units. ASK US HOW KINETIC SOCIAL HELPS AGENCIES AND BRANDS ACHIEVE THEIR SOCIAL GOALS hello@kineticsocial.com LINK CLICK (CLICK-THROUGH RATE vs. AD TYPE) 1.00% 0.80% 0.60% 0.40% 0.20% The data in these charts reflects the campaigns that ran through Kinetic Social s proprietary social marketing platform, from 1.1.15 4.1.16. The data in these charts represents Kinetic advertiser campaigns only and should not be used as an indicator of the entire current or future landscape for these social networks. 0.00% Link Carousel Photo Video
emarketer Definitions and Methodology Definitions Facebook users are internet users who access their Facebook account via any device at least once per month. Instagram users are internet users who access their Instagram account via any device at least once per month. Mobile phone Facebook users are mobile phone users of any age who access their Facebook account via mobile phone (browser or app) at least once per month. Mobile phone social network users are mobile phone users of any age who use social networks via mobile phone (browser or app) at least once per month. Mobile phone Twitter users are mobile phone users of any age who access their Twitter account via mobile phone (browser or app) at least once per month. Pinterest users are internet users who access their Pinterest account via any device at least once per month. Social networks are sites where the primary activities involve creating a profile and interacting with a network of contacts by sharing status updates, comments, photos or other content. Social network users are internet users who use social networks via any device at least once per month. Tumblr users are internet users who access their Tumblr account via any device at least once per month. Twitter users are internet users who access their Twitter account via any device at least once per month. Methodology Estimates are based on the analysis of survey and traffic data from research firms and regulatory agencies; historical trends; internet and mobile adoption trends; and country-specific demographic and socioeconomic factors. emarketer s forecasts and estimates are based on an analysis of quantitative and qualitative data from research firms, government agencies, media firms and public companies, plus interviews with top executives at publishers, ad buyers and agencies. Data is weighted based on methodology and soundness. Each emarketer forecast fits within the larger matrix of all its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular reevaluation of available data means the forecasts reflect the latest business developments, technology trends and economic changes.
Wait there s more! This US Social Network Usage StatPack is one of two sections making up the emarketer US Social StatPack available to emarketer Corporate Subscription clients. The full US Social StatPack provides a visual overview of roughly 75 emarketer social network forecasts, including current-year and forward-looking estimates for the following: Total US social network usage and user demographics US usage numbers and user demographics for Facebook, Twitter, Instagram, Snapchat, Pinterest and Tumblr Total US social network ad spending US ad revenue breakdowns for Facebook, Twitter, Instagram and LinkedIn emarketer s outlook on mobile spending, including mcommerce, mobile payment transactions and mobile advertising Schedule a personalized demonstration or request a quote today. Go to emarketer.com, call 212-763-6010, or email sales@emarketer.com.