US Social Trends for 2018: eMarketer's Predictions for the Year - eMarketer
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US Social Trends for 2018: eMarketer's Predictions for the Year

eMarketer Report

By: eMarketer

Published: January 03, 2018

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

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.

  • The social network user base will be about 32 million shy of the entire US adult TV audience (232 million).
  • It will be only 29 million less than the US digital video audience (229 million).
  • It will be well over double the number of US adult magazine readers (91 million).

"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."

Table of Contents

Other Predictions

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Our 2017 Predictions: Here’s How We Did

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11 charts are included in the full report:

Key eMarketer Forecasts for the Year Ahead

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

Other Predictions

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)