US Social Network Usage Stats and Trends 2016

© 2016 eMarketer Inc.
eMarketer
US Social Network
Usage StatPack
Presented by
May 2016

0.0%
10.0%
20.0%
30.0%
40.0%
< 16 sec 16-30 sec 30-60 sec 1-2 min > 2 min
TIP: WHILE SHORTER VIDEOS ARE MORE SUCCESSFUL ON TWITTER,
LONGER VIDEOS SEE GREATER SUCCESS ON FACEBOOK.
0.0%
15.0%
30.0%
45.0%
60.0%
Video Views
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.
FACEBOOK
TWITTER
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.
Stop Watching
Watch 50%
Watch 75%
Finish the Video
0
10
20
30
40
50
60
70
COMPLETED VIDEO VIEWS ACROSS PLATFORMS
(VIEWS PER 1,000 IMPRESSIONS vs. LENGTH OF VIDEO)
Facebook
Instagram
Twitter
GETTHE VIEWER HOOKED EARLY
Learning from Social Advertising Data Trends
*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.
ASK US HOWKINETIC SOCIALHELPSAGENCIES
AND BRANDSACHIEVETHEIR SOCIALGOALS
hello@kineticsocial.com
ONCE A USER WATCHES 25% OFAVIDEO, DO THEY

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

3.7%
1.7%
0%
5%
2015 2016 2017 2018 2019 2020
US Social Network Users (% change)
In 2015, there were 180 million social
network users in the US
180.0
202.8
0
100
200
2015 2016 2017 2018 2019 2020
US Social Network Users (millions)
Growth is slowing, as social
network user penetration
reaches saturation.

By 2020, more than seven out of 10 US
internet users will use social networks
69.3%
72.6%
56.0%
60.6%
0%
100%
2015 2020
US Social Network User Penetration
(% of internet users, % of population)
% of internet users
% of population 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.
Social network users defined:
Internet users of any age who
use social networks via any
device at least once per month.

In 2015, for the first time, more than half of
US social network users were age 35 or older
47.8%
49.8%
52.2%
50.3%
0% 100%
2015
US Social Network Users, by Age (% of total)
2020
Under 35 35+

Among US internet users, higher percentages
of females than males use social networks
70.8%
73.9%
67.8%
71.3%
50%
100%
2015 2020
US Social Network Users, by Gender (% of internet users)
Female
Male
In 2015, there were 94.5
million female social
network users and 85.5
million male social network
users in the US.
In 2020, there will be 105.4
million female social network
users and 97.4 million male
social network users in the US.

In 2018, Hispanics will account for more
than 20% of US social network users
17.9% 20.6%
61.5% 58.3%
12.8% 12.4%
5.3% 5.7%
2.5% 2.9%
0%
100%
2015 2016 2017 2018 2019 2020
US Social Network Users, by Race/Ethnicity (% of total)
Non-Hispanic White
Non-Hispanic Black
Non-Hispanic Asian
Non-Hispanic Other
Non-Hispanic
white
Hispanic

More than 150 million people in the US use
mobile phones to access social networks
151.2
187.1
0
100
200
2015 2016 2017 2018 2019 2020
US Mobile Phone Social Network Users (millions)
11%
2%
0%
20%
2015 2016 2017 2018 2019 2020
US Mobile Phone Social Network Users
(% change)
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.

The smartphone is the device of choice for
US mobile social network users
149.5
186.3
0
100
200
2015 2016 2017 2018 2019 2020
US Smartphone Social Network Users (millions)
83.1%
91.9%
50%
100%
2015 2016 2017 2018 2019 2020
US Smartphone Social Network Users
(% of total social network users)
In 2020, more than nine out
of 10 US social network
users will use a
smartphone for social
networking.

More than two-thirds of US tablet users used
a tablet for social networking in 2015
108.2
129.2
0
100
200
2015 2016 2017 2018 2019 2020
US Tablet Social Network Users (millions)
68.0% 69.9%
0%
100%
2015 2016 2017 2018 2019 2020
US Tablet Social Network Users
(% of tablet users)
More than one-third of the
US population (33.7%)
used a tablet to access a
social network last year.

In 2015, nearly 28% of US social network
users were mobile-only users
27.9% 37.5%
12.2%
5.9%
59.9% 56.7%
0%
100%
2015 2020
US Social Network Users, by Device (% of total)
Mobile-only
Dual desktop/laptop and mobile
Desktop/laptop-only
By 2020, just 5.9%
will use only a
computer to access
social networks.
The majority of
users will use both
mobile devices and
a computer to
access social
networks.

Facebook Usage

This year, for the first time, over 50% of the
US population will use Facebook
158.4 162.9
177.5
0
100
200
2015 2016 2017 2018 2019 2020
US Facebook Users (millions)
50.3% of the
US population
53.1% of the
US population
88.0% 87.5%
0%
100%
2015 2016 2017 2018 2019 2020
US Facebook Users (% of social network users)
The percentage of US
social networkers who
use Facebook will
remain virtually
unchanged through
2020.

By 2018, more than half of Facebook’s US
users will be 35 or older
49.7%
51.6%
50.1%
48.5%
0% 100%
2015
US Facebook Users, by Age (% of total)
2018
Under 35 35+
In 2018, 29.7% of
users will be between
the ages of 35 and
54, and 20.4% will be
55 or older.

What about Facebook’s "teen problem"?
82.3% 83.5%
88.0%
90.5%
50%
100%
2015 2016 2017 2018 2019 2020
Ages 12-17
Ages 18-24
US Teen and Young Adult Facebook Users (% of internet users)
Among US teen and
young adult internet
users, the percentage
using Facebook is
still rising—contrary
to popular perception.

Within the US teen/millennial social network
user population, Facebook use is declining
94.1%
92.7%
80%
100%
2015 2016 2017 2018 2019 2020
US Teen Facebook Users
(% of teen social network users)
92.0%
90.8%
80%
100%
2015 2016 2017 2018 2019 2020
US Millennial Facebook Users
(% of millennial social network users)
Why is this happening?
Those who are already
social network users are
more likely to look at
other platforms beyond
Facebook.

Female internet users in the US remain more
likely than their male peers to use Facebook
65.1%
67.2%
56.6%
59.7%
50%
75%
2015 2020
US Facebook Users, by Gender (% of internet users)
Female
Male

Hispanics will make up 20% of Facebook’s
US user base in 2020
16.8% 20.0%
62.8% 59.1%
12.3% 12.4%
5.4% 5.7%
2.6% 2.9%
0%
100%
2015 2016 2017 2018 2019 2020
US Facebook Users, by Race/Ethnicity (% of total)
Non-Hispanic White
Non-Hispanic black
Non-Hispanic Asian
Non-Hispanic Other
Hispanic

Last year, 50% of US mobile phone users
visited Facebook via mobile browser or app
129.9
163.3
0
100
200
2015 2016 2017 2018 2019 2020
US Mobile Phone Facebook Users (millions)
50.3%
59.0%
0%
75%
2015 2016 2017 2018 2019 2020
US Mobile Phone Facebook Users
(% of mobile phone users)
Looking at it another
way, 82% of US
Facebook users visited
it via mobile phone last
year.

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
29.5% 42.1%
13.5%
5.5%
57.0% 52.4%
0%
100%
2015 2020
US Facebook Users, by Device (% of total)
Mobile-only
Desktop/laptop-only
More than half of all
Facebook users will
continue to use both
a computer and a
mobile device to
access the social
network.

Twitter Usage

Just over one-fifth of the US population will
use Twitter in 2020
52.5
70.7
0
100
2015 2016 2017 2018 2019 2020
US Twitter Users, 2015-2020 (millions)US Twitter Users, 2015-2020 (millions)US Twitter Users, 2015-2020 (millions)US Twitter Users (millions)
16.4% of the
US population
21.1% of the
US population
29.2%
34.8%
0%
50%
2015 2016 2017 2018 2019 2020
US Twitter Users (% of social network users)
In 2020, slightly more
than one-third of US
social network users will
use Twitter.

Twitter’s base is younger than Facebook’s;
57.8% of US users were under 35 in 2015
54.4%
57.8%
45.6%
42.2%
0% 100%
2020
2015
US Twitter Users, by Age (% of total)
Under 35 35+

Male and female US internet users are
nearly equally likely to use Twitter
19.9%
25.5%
20.5%
25.1%
0%
30%
2015 2020
US Twitter Users, by Gender (% of internet users)
Female
Male

Hispanics made up nearly one-quarter of
Twitter’s US users in 2015
24.1% 28.5%
0%
100%
2015 2016 2017 2018 2019 2020
US Twitter Users, by Race/Ethnicity (% of total)
Non-Hispanic White
Non-Hispanic Black
Non-Hispanic Asian
Non-Hispanic Other
Hispanic
In the US, Hispanics
make up a greater
percentage of Twitter
users than Facebook
users.

Just under one-fifth of US mobile phone
users accessed Twitter via mobile in 2015
46.3
66.7
0
100
2015 2016 2017 2018 2019 2020
US Mobile Phone Twitter Users (millions)
18.0%
24.1%
0%
30%
2015 2016 2017 2018 2019 2020
US Mobile Phone Twitter User Penetration
(% of mobile phone users)
Looking at it another
way, 88.2% of Twitter’s
users accessed the
social network via mobile
last year.

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
41.7% 63.2%
10.6%
5.5%
47.7%
31.3%
0%
100%
2015 2020
US Twitter Users, by Device (% of total Twitter users)
Mobile-only
Desktop/laptop-only
Twitter already has a
much greater
percentage of
mobile-only US users
than Facebook.

Instagram Usage

Instagram usage is rising quickly; it will
exceed 33% of the US population in 2020
77.6
116.3
0
100
200
2015 2016 2017 2018 2019 2020
US Instagram Users (millions)
24.2% of the
US population
34.8% of the
US population
43.1%
55.8%
0%
80%
2015 2016 2017 2018 2019 2020
US Instagram Users
(% of social network users)
Among US social
network users,
55.8% will use
Instagram in 2020.

More than two-thirds of Instagram’s US
users were under 35 in 2015
63.4%
67.2%
36.5%
32.8%
0% 100%
2015
US Instagram Users, by Age (% of total)
2020
Under 35 35+

Females will remain more likely than males
in the US to use Instagram
48.4%
62.1%
37.3%
52.3%
0%
100%
2015 2020
US Instagram Users, by Gender (% of social network users)
Female
Male

Black and Hispanic US internet users have
been more likely to use Instagram
28%
21%
38%
47%
Total
White
Hispanic
Black
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
4.0%
12.0%
21.0%
63.0%
55+
35-54
25-34
13-24
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
31%
42%
Male
Female
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
50.1
66.6
0
100
2015 2016 2017 2018 2019 2020
US Pinterest Users (millions)
15.6% of the
US population
19.9% of the
US population
27.8%
32.8%
0%
50%
2015 2016 2017 2018 2019 2020
US Pinterest Users (% of social network users)
Just under one-third
of US social network
users will use
Pinterest in 2020.

Slightly more than half of Pinterest’s US user
base were 35 or older in 2015
47.6%
48.0%
52.3%
52.0%
0% 100%
2015
US Pinterest Users, by Age (% of total)
2020
Under 35 35+

Among US internet users, females are much
more likely than males to use Pinterest
30.9%
36.2%
7.0%
11.0%
0%
50%
2015 2020
US Pinterest Users, by Gender (% of internet users)
Female
Male

Hispanic and white US internet users have
been more likely to use Pinterest
31%
32%
32%
23%
Total
White
Hispanic
Black
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

Tumblr Usage

Only 6.5% of the US population used Tumblr
in 2015
21.0
29.4
0
50
2015 2016 2017 2018 2019 2020
US Tumblr Users (millions)
6.5% of the
US population
8.8% of the
US population
11.7%
14.5%
0%
20%
2015 2016 2017 2018 2019 2020
US Tumblr Users (% of social network users)
Among US social
network users,
11.7% used Tumblr
last year.

US Tumblr users are very young; 68.2% were
under age 35 in 2015
64.6%
68.2%
35.4%
31.7%
0% 100%
2015
US Tumblr Users, by Age (% of total)
2020
Under 35 35+

US Tumblr users are evenly split by gender
8.1%
10.6%
8.0%
10.5%
0%
20%
2015 2020
US Tumblr Users, by Gender (% of internet users)
Female
Male

Black and Hispanic internet users have been
more likely than whites to use Tumblr
Source: Pew Research Center, "Mobile Messaging and Social Media 2015" conducted by Princeton Survey
10%
9%
15%
15%
Total
White
Hispanic
Black
US Tumblr Users by Race/Ethnicity, April 2015
(% of internet users in each group)

0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
Link Carousel Photo Video
Campaign Objective Ad Unit Performance
WHAT ARE THE BEST
AD TYPES FOR A CAMPAIGN OBJECTIVE?
OFFSITE CONVERSION
(CONVERSION RATE vs. AD TYPE)
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.
0.00%
0.05%
0.10%
0.15%
0.20%
0.25%
0.30%
LINK CLICK
(CLICK-THROUGH RATE vs. AD TYPE)
POST ENGAGEMENT
(ENGAGEMENTS per IMPRESSION vs. AD TYPE)
0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
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.
ASK US HOWKINETIC SOCIALHELPSAGENCIES
AND BRANDSACHIEVETHEIR SOCIALGOALS
hello@kineticsocial.com
Learning from Social Advertising Data Trends

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
Mobile phone Twitter users are mobile phone users of any age who access their Twitter account via mobile phone
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.

US Social Network Usage Stats and Trends 2016

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

Similaire à US Social Network Usage Stats and Trends 2016

Similaire à US Social Network Usage Stats and Trends 2016 (20)

Plus de Digital Escape Advertising (formally Revenue Performance Inc.)

Plus de Digital Escape Advertising (formally Revenue Performance Inc.) (9)

Dernier

Dernier (20)

US Social Network Usage Stats and Trends 2016