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Published: January 03, 2018
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Social media will hit major milestones in both ad revenues and usage in 2018. And with Facebook and Twitter at the center of national conversations about political ad transparency and fake news, the year ahead will be anything but dull for social media companies.
"To put an even bigger emphasis on that point, Facebook’s US ad revenues (forecast by eMarketer to reach $21.57 billion this year) will be twice the amount spent on newspaper advertising ($10.74 billion) and nearly as much as advertisers will spend on the entire print category ($23.12 billion). In 2019 Facebook will zoom ahead, accounting for 11.3% of all US ad spending, compared with 10.0% for print."
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US Facebook Net Ad Revenue* Share vs. Print Ad Spending** Share, 2016-2019 (% of total media ad spending)
Twitter and Snapchat Will Reach Parity in US Ad Revenues
Net US Digital Ad Revenues, by Company, 2016-2019 (billions, % change and % of total)
Nearly Three-Quarters of US Marketers Will Use Instagram
US Companies Using Social Networks for Marketing Purposes, 2015-2019 (% of total)
There Will Be Nearly 200 Million Social Network Users in the US
US Social Network Users and Penetration, 2016-2021
Messaging App Usage Will Rival Social Network Usage
US Mobile Messaging App Users and Penetration, 2016-2021
Nearly Half of the Population Will Use Facebook on Mobile
US Mobile Phone Facebook Users and Penetration, 2016-2021
Social Media Platforms from Which US Social Media Users Get News, 2013, 2016 & 2017 (% of respondents)
Shows on Social Platforms Will Struggle to Gain Audiences and Advertisers
Frequency with Which US Facebook Users Use the Facebook Marketplace vs. Watch* Tabs, Dec 2017 (% of respondents)
Consumers Will Still View Plenty of Video in Social
US Social Media Users Who View Select Genres of Social Video, by Platform, Sep 2017 (% of respondents)
Strong Headwinds Are Ahead for Influencer Marketing
Primary Attitude Toward a Celebrity/Influencer When US Social Media Users Know Their Posts Are Properly Labeled as Sponsored Content, Oct 2017 (% of respondents)
AR Will Soar; VR Will Not
Advanced Technologies Used for Sponsorship Activations According to US Marketers, June 2017 (% of respondents)
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