Social Media


In today’s “eMarketer Daily Forecast” video, senior forecasting director Monica Peart illustrates the diverging trend lines in US time spent on Snapchat and Instagram. Watch now.

Direct-to-consumer (D2C) brands have traditionally relied on Facebook for cost-effective, performance-based marketing. But with climbing rates and uncertainty surrounding the roll back of Facebook’s ad-targeting features, D2C marketers have started diversifying their advertising strategy.

As a last-touch channel, social networks have doubled in visit share to US retail sites in the past two years. And the overwhelming majority of social referrals come from smartphones, according to Q1 2019 data from Adobe Digital Insights.

Fewer people in the US are accessing social networking sites via computers, with the majority of users now exclusively on mobile devices. We forecast that 51.7% of US social network users will be mobile-only in 2019.

In the latest episode of "Behind the Numbers," eMarketer principal analyst Debra Aho Williamson discusses the recently leaked documents allegedly showing that Facebook used consumer data as leverage. What's going on inside Facebook, and how are these scandals affecting usage?

After their kids are tucked in, 71% of mothers and 60% of fathers use social media; 66% of mothers and 53% of fathers said they talk on the phone or text. Moms are more likely than dads to use this time for interaction with people outside of the household, according to an August 2018 survey by Brigham Young University and Deseret News.

Despite the company’s efforts to increase their male audience, we predict 70% of Pinterest users will still be female by the end of the year. In today’s “eMarketer Daily Forecast,” junior forecasting analyst Nazmul Islam explains why. Tune in.

More than 30 million Hispanic Americans use WhatsApp, far ahead of other platforms like Instagram and Twitter, according to our estimates. In today’s “eMarketer Daily Forecast,” junior forecasting analyst Nazmul Islam provides a quick look at WhatsApp usage among US Hispanics. Tune in.

In the latest episode of "Behind the Numbers," eMarketer principal analyst Nicole Perrin discusses Mark Zuckerberg's recent op-ed in The Washington Post, in which he calls for new internet regulations.

Gen Z is a tough generation for retailers to figure out. They grew up on the internet, but don't like to be targeted with ads there, and crave authenticity in all of their interactions. We parsed the research to help retailers figure it out.

eMarketer principal analyst Debra Aho Williamson discusses Facebook's latest F8 announcements, including the redesign, Instagram shopping features and upcoming Facebook Dating service.

eMarketer’s social media expert Debra Aho Williamson discusses Twitter's earnings. What are we to make of this new "monetizable daily active user" metric? How did advertising revenues perform? And what can we expect from the platform in the coming months?

Facebook’s Cambridge Analytica scandal changed the way Americans think about online privacy. And it should come as no surprise that many have grown wary over the mishandling of personal information.

In the latest episode of "Behind the Numbers," eMarketer principal analyst Andrew Lipsman assesses Pinterest's recent IPO. How did it fair? What does it mean for the company going forward—and what might trip it up along the way?

In today’s “eMarketer Daily Forecast” video, senior forecasting analyst Oscar Orozco explores our numbers on social network audiences. Watch now.

Following its unpopular redesign, Snapchat has been struggling to gain users in the US. As a result, eMarketer has significantly downgraded its growth outlook for Snapchat in its latest US social usage forecast. For the first time, Snapchat will lose US users this year, with growth expected to flatten in 2020.

A non-election year and big social network competition are likely some of the reasons why Twitter's monthly active users contracted 2.6% in 2018. In today's "eMarketer Daily Forecast," senior forecasting analyst Oscar Orozco provides a quick look at our usage estimates for Twitter. Tune in.

More than 35 million Americans are enhancing their social media experiences with augmented reality (AR), according to our estimates. In today’s “eMarketer Daily Forecast,” forecasting analyst Showmik Podder provides a quick look at AR usage among US social network users. Tune in.

There is an exodus from Snapchat in the UK. For the first time since its inception, the social network’s user base will begin to decline in 2019, according to eMarketer’s latest UK social usage forecast. Since last year’s redesign of the platform, users are leaving in favor of Instagram and other competitors.

Data-sharing scandals and public outcry keep driving Facebook to change its ad targeting features. Here’s a list the ways Facebook has changed how ads can be targeted on its platform.