Social Media


Approximately 2.34 billion people, or 32.0% of the global population and 68.3% of internet users, will access a social network regularly in 2016, up 9.2% from 2015. Greater access to the internet, particularly through mobile phones, will drive growth over the coming years.

Facebook has announced your News Feed is about to get less newsy, and instead focus more on your friends and family. While many users do get news from Facebook, research suggests that it’s not a primary news source for many—and most agree that friends and family are its main reason for being.

Double-digit growth in social network audiences is over in Latin America, according to eMarketer’s latest estimates of usage in the region.

Getting and holding a consumer's attention in today's fragmented media world is harder than ever. However, shouting louder—and more regularly—in order that you might be heard doesn't make for a compelling brand strategy according to UK social media users.

Over seven in 10 mothers say they use their smartphone to engage with social networks, and even more use them for chat. And they’re not the only group whose social habits are trending mobile.

This year, US mothers are checking Facebook more times each day than they did in prior years, research found. In fact, they’re checking the social media site an average of 10.1 times daily.

Line is still the No. 1 social media platform in Japan, according to research conducted in February 2016. The homegrown social site beats out Facebook and Twitter, and is most popular among women.

Ever since Facebook began selling autoplay video advertising in 2014, the other major social properties—Twitter, Instagram and Snapchat—have become equally aggressive at courting video marketers. As a result, social video spending is growing quickly.

Instagram influencers who have the most followers don’t necessarily garner the most “likes” and comments. Research from Markerly revealed that users with fewer than 1,000 followers get more “likes” and comments on average than those with more than 10 million followers.

Three-quarters of US female social media users visit brand websites, apps or social media accounts at least a few times a week, according to February 2016 research. Almost a third do so daily.

Nearly 90% of mobile internet users ages 16 to 35 in Indonesia have used Facebook in the past week, but Instagram is proving to be more popular among the youngest ones.

A majority of internet users in Canada need a daily dose of Facebook, according to March 2016 research. Around a quarter used YouTube that frequently. Both social sites are also seeing increased interest compared to last year.

Facebook is the most popular social media site in Argentina—almost everyone has tried it. But nearly half of internet users say they prefer WhatsApp.

Julien Lapka, co-CEO of brand and cultural consultancy Flamingo Shanghai, spoke to eMarketer about young adults’ activities—digital and otherwise—in China, and their attitudes about marketing.

More than half the population of Western Europe will be using social networks by 2019, but adoption rates across the region are surprisingly diverse, and growth rate are also slowing according to eMarketer’s latest forecast.

The majority of female Instagram users in Japan say they do an equal amount of posting and browsing when on the social network. Meanwhile, almost none say they never post. Pictures shared on the social network are also leading to purchases.

Facebook launched its Reactions feature—an extension of the “like” button—in February, giving users more options to express their feelings instead of simply liking a post. Yet this feature is hardly being used.

Snapchat is still considered a newcomer by many brands, and few have added it to their social marketing arsenal. Department store retailer Nordstrom, however, has been using Snapchat to reach specific segments of its diverse customer base since March 2015, and directed its most recent campaign at college students. Bryan Galipeau, the retailer’s director of social media and display, spoke to eMarketer about what makes Snapchat powerful.

Facebook began pushing in-stream video about two years ago, which has led to consumers wanting more viewable and shareable content. Matthew Corbin, head of global partner activation and brand at Facebook, spoke with eMarketer about how brands have capitalized on this, as Facebook optimizes its live-streaming capabilities.

Instagram adoption, among brands examined by L2 Think Tank, is nearly ubiquitous across industries. Snapchat, on the other hand, is a different story. Brands are more hesitant to adopt the social messaging app.