Social Media Usage

In the highly diverse social media landscape of today, "social media usage" should be understood as an umbrella term for vastly different platforms such as Facebook, Instagram, Twitter or WeChat. All of these have distinct groups of users and can be used for distinct communication, marketing and ... business purposes. As usage also differs depending on country, age, and gender, social media usage statistics, reports and trend forecasts have to cover a range of topics from country specific statistics, such as the percentage of citizens using a social medium e.g in the US, the UK or China, to broad statistical overviews for e.g. Asia, Latin America or North America. eMarketer's reports, charts, interviews and forecasts provide you with data and insights to answer a variety of questions such as:Show More ▼
  • Is social media use declining?
  • What social media do millennials use?
  • Which social media are used for which business and marketing purposes?
  • How much time do users spend on social media?

More On: Social Media Usage

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More Millennials, Gen Z Are Using Social Apps

Sep 26, 2018

A May 2018 survey of younger US internet users found that many Gen Zers are using apps like YouTube and Snapchat a lot more than they did a year prior.

When News Meets Social

Sep 25, 2018

In the latest episode of eMarketer's "Behind the Numbers" podcast, we dig into a variety of data about news consumption on social properties. How many people get their news on social? And do they trust it?

News Startup Launches on Facebook First

Aug 29, 2018

In the latest episode of "Behind the Numbers," eMarketer's Paul Verna and Patricia Orsini discuss whether a new Facebook-first news network called Progress News Network (PNN) can find an audience on the social platform.

In the UK, Younger Users Flock to Snapchat

Aug 27, 2018

Snapchat will overtake Facebook among 18- to 24-year-olds this year, according to eMarketer’s latest forecast on social network usage.

Which Social Networks Are US Users Most Likely On?

Aug 24, 2018

In the latest episode of our "Behind the Numbers" podcast, eMarketer's Debra Aho Williamson and Chris Bendtsen discuss how top social networks like Facebook, Snapchat and Instagram rank among different age groups.

Is Your CEO Tweeting Without Supervision?

Aug 22, 2018

Social media usage—both for personal and business use—is so widespread that occasional social implosions are relatively commonplace. How widespread? eMarketer estimates that roughly nine out of 10 companies use social networks as a marketing tool, and that level of involvement has been steady for years.

Consumers Expect Brands to Be Open and Honest on Social Media

Aug 20, 2018

Not only do consumers want businesses to be open and honest in their social posts, they actually hold businesses to a higher standard than they hold for themselves.

Do Social Posts Change Minds? Survey Says Yes

Aug 20, 2018

We may believe we’re each living in our own social media bubble full of like-minded folks, but new survey data suggests that some of us are being persuaded to change our minds thanks to social posts.

The Intern Podcast

Aug 17, 2018

We let the eMarketer interns take over the studio for a day so they could explain their digital behaviors to the world. Are these younger folks using Facebook the way they used to? What do they use each of the social media platforms for? What do they think about digital advertising? How do their spending habits vary?

Social Networks Get Serious About TV-Style Programming

Aug 09, 2018

Long-form video is spreading across social media. Some marketers are placing pre-roll and mid-roll ads in social shows, but the audiences are small and the measurement capabilities are limited.

Social Media Effectiveness Roundup 2018

Aug 08, 2018

The amount of time individuals spend with social networks continues to increase, especially with the proliferation of newer platforms like Instagram and Snapchat. US adults averaged approximately 51 minutes of daily time with social networks in 2017. eMarketer has curated this Roundup of articles, insights and interviews to help you reach social media users effectively.