Social Sharing in the Mobile World January 2017
Survey Methodology: 1571 interviews (online) Adults 18-54 811 men; 760 women Interviews conducted 1/12/17 1/18/17 All respondents own a smartphone Data weighted to reflect age, sex, and ethnicity of U.S. population
Smartphone Owners: Demographics Sample Demographics: Sex and Age Men 52% Age 25-34 28% Age 35-44 24% Women 48% Age 18-24 22% Age 45-54 26%
Smartphone Owners: Demographics Sample Demographics: Race White 62% Hispanic/ Latino 31% Asian 5% Other 2% Hispanic 17%
Smartphone Owners: Demographics Sample Demographics: Employment Full-time 57% Part-time 13% Unemployed 6% Other 2% Student 8% Retired 2% Homemaker 12%
Type of Smartphone Owned: (multiple responses accepted) Android 59 Apple iphone 45 Other Smartphone 3 0 20 40 60 80 % saying yes
Smartphone Usage: How often do you? Daily At least once per week Once a month or less Never Use text messaging 87 8 4 1 Use a web browser 81 12 5 2 Send emails 54 22 17 7 Listen to podcasts 23 14 22 41
General Smartphone Usage
Average number of types of apps used: Total Men Women 18-24 25-34 35-44 45-54 14 15 13 16 15 14 11 0 20 40 60 80 100 Mean number of responses
Apps/mobile website usage: Page 1 of 2 Navigation Shopping/retail Social media Information/review Messaging Gaming Productivity/business Video streaming News/magazine Finance/banking Coupon/rebates Audio 80 80 78 77 76 75 74 85 84 90 94 93 0 20 40 60 80 100 % currently ever use
Apps/mobile website usage: Page 2 of 2 Money transfer Recipe Photo Travel Sports Mobile reading Health/fitness Lifestyle Transportation Delivery/reservation Grocery delivery/pre-order Dating 32 41 44 50 63 61 60 60 60 68 70 70 0 20 40 60 80 100 % currently ever use
Daily App Usage: Page 1 of 2 Social media Messaging Audio Gaming Productivity News/magazine Video streaming Shopping/retail Information Navigation Finance/banking Sports 40 39 36 33 32 32 29 45 45 52 54 80 0 20 40 60 80 100 % use daily
Daily App Usage: Page 2 of 2 Health/ fitness Mobile reading Coupon/rebates Photo Money transfer Recipe Lifestyle Grocery delivery Dating Transportation Travel Delivery/reservation 15 14 13 12 12 12 27 24 23 23 22 19 0 20 40 60 80 100 % use daily
Mobile Social Behavior
Social Media App Usage: Which of the following social media apps or websites do you currently use on your smartphone? Facebook Instagram Twitter Snapchat Pinterest LinkedIn Tumblr Reddit Musical.ly Timehop Vsco 8 6 4 2 12 19 35 40 43 57 92 0 20 40 60 80 100 Base: Use social media app
Social Media App Daily Usage: Facebook 70 Instagram 38 Snapchat 27 Twitter 24 Pinterest 16 0 20 40 60 80 100 % use daily Base: Use social media app
Social Media Apps Used Most: Which of the following social media apps or websites do you currently use most on your smartphone? Facebook Instagram Twitter Snapchat Pinterest LinkedIn Tumblr Reddit Musical.ly Timehop Vsco 3 1 2 2 1 6 7 13 66 0 20 40 60 80 100 Base: Use more than one social media app
Local Facebook Groups: Are you a member of any local Facebook groups or other local online groups? Yes 62% No 38% Base: Use Facebook
Facebook Live: Have you ever? Watched a Facebook Live video 73 Watched a Facebook Live video daily 30 Broadcast a Facebook Live video 23 Broadcast a Facebook Live video daily 11 0 20 40 60 80 100 % saying yes Base: Use Facebook
Facebook App Usage: How often do you tag your location when posting social media updates? Never/ Do not post 67% Almost everytime you post 15% Some of the times you post 18%
Facebook App Usage: What impact, if any, does seeing a radio station DJ or personality post about a product or service on social media have on your likelihood to purchase that product or service? It has no effect on your likelihood to purchase 47% You are LESS likely to purchase 3% Do not listen to any DJs/ personalities 7% You are MORE likely to purchase 43% Base: Use any social media
Smartphone Usage: How often do you? Several times Nearly At least once At least onc e Less than Never per day every day per week per month once per month Share a photo on social media 12 18 28 22 15 5 Take a selfie 8 13 18 15 26 20 Base: Use any social media
Messaging Apps: Which of the following messaging apps or websites do you currently use on your smartphone? Facebook Messenger 85 Skype 34 WhatsApp Google Hangouts 25 24 Kik 11 GroupMe 8 Viber 6 Allo Houseparty 3 3 0 20 40 60 80 100 Base: Use messaging apps
Messaging App Daily Usage: Facebook Messenger 62 Skype 33 WhatsApp 66 Google Hangouts Kik GroupMe 53 55 54 Viber 39 Allo 82 Houseparty 60 0 20 40 60 80 100 Base: Use specific messaging apps