Businesses, brands, and marketing Nearly one-third of Facebook users (32 percent) engage with brands regularly. Users and usage Twitter has 310 million monthly active users. Users and usage It has more than 400 million active monthly users. Instagram users are 2.5 times more likely to click on ads than users on other social media platforms. Users and usage Pinterest has 100 million active monthly users. People referred by Pinterest are 10 percent more likely to make a purchase on e-commerce sites than users of other social networks. Pinners are 45 percent more likely to be introduced to new brands vs. people on other social platforms. Of those, there are 100 million active monthly users. It’s is the second most-used social network after Facebook. YouTube statistics Social video is a big deal.
Whether you’re creating a social media marketing strategy, designing a campaign, or making a business case for using a particular platform, you need to start in the same place: research.
The basis of any successful social activity is understanding the platforms, who uses them, and how.
That’s why we’ve compiled this list of social media statistics to show what sets each platform—and its users—apart. Whatever idea you’re cooking up, we’ve got the stats to help you plan.
The statistics in this post are organized by network and sorted into two categories: users and usage; and businesses, brands, and marketing.
General social media statistics
Before we get into facts and figures for specific platforms, let’s take a look at social media as a whole. The following stats come from an online study conducted by Harris Poll on behalf of Hootsuite in the U.S. and the U.K.
Users and usage
- 83 percent of Americans have a social media account.
- In the U.K., 77 percent of people have a social media account.
Businesses, brands, and marketing
- 48 percent of Americans have interacted with companies or institutions on at least one social media network.
- 41 percent of Americans say it’s important that the institutions they engage with have a strong social media presence.
- Of those Americans who have a social media account, 28 percent would rather engage with a brand/organization on social media than visit a physical location.
- 59 percent of Americans who have a social media account agree that customer service via social media has made it easier to get questions and concerns resolved.
- 40 percent of U.K. adults say it’s very or somewhat important that companies they purchase from have a strong social media presence.
- Of U.K. adults who have a social media account, 34 percent say they would rather engage with a brand/organization on social media than visit a physical location.
- 56 percent of U.K. adults with a social media account agree that customer service via social media has made it easier to get questions and concerns resolved.
Facebook statistics
Facebook is still No. 1. Despite what you may have heard, everyone uses Facebook. Everyone. And they use it a lot. And because everyone uses Facebook, it’s a big deal for brands.
Users and usage
- Facebook has 1.65 billion monthly active users and 1.09 billion daily active users, on average.
- The platform boasts 1.51 billion mobile monthly active users and 989 million mobile daily active users, on average.
- It remains the most-used social media site among all ages, used by 64 percent of Americans 12 and up.
- It spans generations—83 percent of parents with a teen between the ages of 13 and 17 are friends with their child on Facebook.
- It isn’t just North America either. Nearly 85 percent of Facebook’s daily active users are outside of the U.S. and Canada.
- Facebook accounts for one in every six minutes spent online and one in every five minutes spent on mobile.
- Facebook is the most-used app.
- The average Facebook user has 155 friends. Women have more Facebook friends on average than men: 166 compared to 145.
- The site tallies 8 billion average daily video views.
Businesses, brands, and marketing
- Nearly one-third of Facebook users (32 percent) engage with brands regularly.
- More than 2 million advertisers regularly use Facebook to market their business.
- In September 2015, 1.5 million small and medium businesses shared videos.
Twitter statistics
The majority of Twitter users are news junkies who use the network to seek out information about what’s happening in the world. The micro-blogging platform is also a place for people to connect with brands.
Users and usage
- Twitter has 310 million monthly active users.
- Every second, 6,000 Tweets are sent.
- Of Twitter’s users, 79 percent of accounts are outside the U.S.
- A whopping 86 percent of Twitter users say they use the site for news, 81 percent of users say they keep up with the news daily, and 40 percent of Twitter users use the site to be alerted to breaking news.
- Of those who say they use Twitter for news, 70 percent say that they do so because it’s a great way to get news in real time.
- Another 36 percent of users use Twitter to pass the time and 28 percent use it to second-screen with live events.
Businesses, brands, and marketing
- More than 130,000 active advertisers market on Twitter
- Twitter users are three times as likely as Facebook users to follow a brand, with 49 percent of monthly Twitter users following brands or companies.
- Twitter is a place to interact with brands: 42 percent of users learn about products and services via Twitter, 41 percent of users provide opinions about products or services on Twitter, and 19 percent of users seek customer support on Twitter.
Instagram statistics
Five years in, Instagram’s still a hot network. It’s one of the five most-used apps and it continues to grow in popularity. And it’s an up-and-coming destination for advertisers.
Users and usage
- It has more than 400 million active monthly users.
- Of its user base, 75 percent are outside the U.S.
- Users have shared more than 40 billion photos.
- Users Like 3.5 billion photos every day.
- On average, users share 80 million photos per day.
- In Piper Jaffray’s spring 2016 Taking Stock with Teens survey, 27 percent of teens ranked Instagram as the second most important social network.
Businesses, brands, and marketing
- Instagram has the highest per follower engagement rate of any of the major social networks at 2.3 percent.
- Instagram has 58 times more engagement per follower than Facebook.
- Engaged Instagram followers are worth more than those on Facebook, with an average order value of $65 versus $55.
- Instagram users are 2.5 times more likely…
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