How should marketers adapt their social media strategy to maximize engagement with US social media users? WHAT’S IN THIS REPORT? Our latest forecasts for US social network users by platform and for time spent withsocial media, plus an analysis of what the changes mean for marketers.
But there are still a few surprises in our updated forecasts for social network users and time spent withsocial media. Has the pandemic’s effect on social media usage worn off? Yes and no. This year, monthly US social network users will grow at less than half the pace of 2020, when stay-at-home orders and other pandemic-related factors caused more people to turn to social media.
Facebook and Instagram claim the most users and time spent in Canada, but emerging platforms indicate a shift may come in the years ahead. Social Media Minutes Continue to Inch Upward. Time spent withsocial media among Canada’s adult population will surpass three-quarters of an hour this year, at 46 minutes daily.
In our January 2021 time spent forecast, the pandemic bump that traditional TV saw in 2020—an 11-minute increase per day over 2019—will be followed by a steeper post-pandemic decline this year, with time spent dropping below pre-pandemic levels. (Traditional TV includes live, DVR, and other prerecorded video.).