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US Social Network Usage StatPack

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Digital Escape Advertising (formally Revenue Performance Inc.)

- The document provides statistics on social media usage in the US from 2015-2020, including key metrics for major platforms like Facebook, Twitter, and Instagram. It shows that while overall social media usage growth is slowing, platforms like Instagram are growing rapidly. It also demonstrates shifting trends, such as older Americans and mobile-only access becoming more common on social networks.

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© 2016 eMarketer Inc. eMarketer US Social Network Usage StatPack Presented by May 2016
0.0% 10.0% 20.0% 30.0% 40.0% < 16 sec 16-30 sec 30-60 sec 1-2 min > 2 min TIP: WHILE SHORTER VIDEOS ARE MORE SUCCESSFUL ON TWITTER, LONGER VIDEOS SEE GREATER SUCCESS ON FACEBOOK. 0.0% 15.0% 30.0% 45.0% 60.0% < 16 sec 16-30 sec 30-60 sec 1-2 min > 2 min Video Views The data in these charts reflects the campaigns that ran through Kinetic Social’s proprietary social marketing platform, from 1.1.15 – 4.1.16. The data in these charts represents Kinetic advertiser campaigns only and should not be used as an indicator of the entire current or future landscape for these social networks. FACEBOOK TWITTER ONCE A VIEWER WATCHES AT LEAST 25% OF A VIDEO, THEY ARE MUCH MORE LIKELY TO WATCH THE REST. This effect holds true on Twitter for short videos and on Facebook across all video lengths. Stop Watching Watch 50% Watch 75% Finish the Video 0 10 20 30 40 50 60 70 < 16 sec 16-30 sec 30-60 sec 1-2 min > 2 min COMPLETED VIDEO VIEWS ACROSS PLATFORMS (VIEWS PER 1,000 IMPRESSIONS vs. LENGTH OF VIDEO) Facebook Instagram Twitter GETTHE VIEWER HOOKED EARLY Learning from Social Advertising Data Trends *Note: Current video ad specs for Instagram allow for a maximum length of 60 seconds. As such, no data can be collected beyond 60 seconds. ASK US HOWKINETIC SOCIALHELPSAGENCIES AND BRANDSACHIEVETHEIR SOCIALGOALS hello@kineticsocial.com ONCE A USER WATCHES 25% OFAVIDEO, DO THEY
© 2016 eMarketer Inc. Overview The eMarketer US Social Network Usage StatPack contains charts, key stats, trends and forecasts that you can keep at your fingertips all year long. The StatPack is broken out into two main sections:  Total social network usage and user demographics  Usage and user demographics for:  Facebook  Twitter  Instagram  Snapchat  Pinterest  Tumblr
© 2016 eMarketer Inc. Total Social Network Usage and User Demographics
© 2016 eMarketer Inc. 3.7% 1.7% 0% 5% 2015 2016 2017 2018 2019 2020 US Social Network Users (% change) In 2015, there were 180 million social network users in the US 180.0 202.8 0 100 200 2015 2016 2017 2018 2019 2020 US Social Network Users (millions) Growth is slowing, as social network user penetration reaches saturation.
© 2016 eMarketer Inc. By 2020, more than seven out of 10 US internet users will use social networks 69.3% 72.6% 56.0% 60.6% 0% 100% 2015 2020 US Social Network User Penetration (% of internet users, % of population) % of internet users % of population Social networks defined: Sites where the primary activities involve creating a profile and interacting with a network of contacts by sharing status updates, comments, photos or other content. Excludes YouTube, which is primarily a video-viewing platform. Social network users defined: Internet users of any age who use social networks via any device at least once per month.
© 2016 eMarketer Inc. In 2015, for the first time, more than half of US social network users were age 35 or older 47.8% 49.8% 52.2% 50.3% 0% 100% 2015 US Social Network Users, by Age (% of total) 2020 Under 35 35+
© 2016 eMarketer Inc. Among US internet users, higher percentages of females than males use social networks 70.8% 73.9% 67.8% 71.3% 50% 100% 2015 2020 US Social Network Users, by Gender (% of internet users) Female Male In 2015, there were 94.5 million female social network users and 85.5 million male social network users in the US. In 2020, there will be 105.4 million female social network users and 97.4 million male social network users in the US.
© 2016 eMarketer Inc. In 2018, Hispanics will account for more than 20% of US social network users 17.9% 20.6% 61.5% 58.3% 12.8% 12.4% 5.3% 5.7% 2.5% 2.9% 0% 100% 2015 2016 2017 2018 2019 2020 US Social Network Users, by Race/Ethnicity (% of total) Non-Hispanic White Non-Hispanic Black Non-Hispanic Asian Non-Hispanic Other Non-Hispanic white Hispanic
© 2016 eMarketer Inc. More than 150 million people in the US use mobile phones to access social networks 151.2 187.1 0 100 200 2015 2016 2017 2018 2019 2020 US Mobile Phone Social Network Users (millions) 11% 2% 0% 20% 2015 2016 2017 2018 2019 2020 US Mobile Phone Social Network Users (% change) Although growth in the number of mobile social network users is slowing (per below), 58.6% of US mobile phone users used social networks at least once a month in 2015.
© 2016 eMarketer Inc. The smartphone is the device of choice for US mobile social network users 149.5 186.3 0 100 200 2015 2016 2017 2018 2019 2020 US Smartphone Social Network Users (millions) 83.1% 91.9% 50% 100% 2015 2016 2017 2018 2019 2020 US Smartphone Social Network Users (% of total social network users) In 2020, more than nine out of 10 US social network users will use a smartphone for social networking.
© 2016 eMarketer Inc. More than two-thirds of US tablet users used a tablet for social networking in 2015 108.2 129.2 0 100 200 2015 2016 2017 2018 2019 2020 US Tablet Social Network Users (millions) 68.0% 69.9% 0% 100% 2015 2016 2017 2018 2019 2020 US Tablet Social Network Users (% of tablet users) More than one-third of the US population (33.7%) used a tablet to access a social network last year.
© 2016 eMarketer Inc. In 2015, nearly 28% of US social network users were mobile-only users 27.9% 37.5% 12.2% 5.9% 59.9% 56.7% 0% 100% 2015 2020 US Social Network Users, by Device (% of total) Mobile-only Dual desktop/laptop and mobile Desktop/laptop-only By 2020, just 5.9% will use only a computer to access social networks. The majority of users will use both mobile devices and a computer to access social networks.
© 2016 eMarketer Inc. Facebook Usage
© 2016 eMarketer Inc. This year, for the first time, over 50% of the US population will use Facebook 158.4 162.9 177.5 0 100 200 2015 2016 2017 2018 2019 2020 US Facebook Users (millions) 50.3% of the US population 53.1% of the US population 88.0% 87.5% 0% 100% 2015 2016 2017 2018 2019 2020 US Facebook Users (% of social network users) The percentage of US social networkers who use Facebook will remain virtually unchanged through 2020.
© 2016 eMarketer Inc. By 2018, more than half of Facebook’s US users will be 35 or older 49.7% 51.6% 50.1% 48.5% 0% 100% 2015 US Facebook Users, by Age (% of total) 2018 Under 35 35+ In 2018, 29.7% of users will be between the ages of 35 and 54, and 20.4% will be 55 or older.
© 2016 eMarketer Inc. What about Facebook’s "teen problem"? 82.3% 83.5% 88.0% 90.5% 50% 100% 2015 2016 2017 2018 2019 2020 Ages 12-17 Ages 18-24 US Teen and Young Adult Facebook Users (% of internet users) Among US teen and young adult internet users, the percentage using Facebook is still rising—contrary to popular perception.
© 2016 eMarketer Inc. Within the US teen/millennial social network user population, Facebook use is declining 94.1% 92.7% 80% 100% 2015 2016 2017 2018 2019 2020 US Teen Facebook Users (% of teen social network users) 92.0% 90.8% 80% 100% 2015 2016 2017 2018 2019 2020 US Millennial Facebook Users (% of millennial social network users) Why is this happening? Those who are already social network users are more likely to look at other platforms beyond Facebook.
© 2016 eMarketer Inc. Female internet users in the US remain more likely than their male peers to use Facebook 65.1% 67.2% 56.6% 59.7% 50% 75% 2015 2020 US Facebook Users, by Gender (% of internet users) Female Male
© 2016 eMarketer Inc. Hispanics will make up 20% of Facebook’s US user base in 2020 16.8% 20.0% 62.8% 59.1% 12.3% 12.4% 5.4% 5.7% 2.6% 2.9% 0% 100% 2015 2016 2017 2018 2019 2020 US Facebook Users, by Race/Ethnicity (% of total) Non-Hispanic White Non-Hispanic black Non-Hispanic Asian Non-Hispanic Other Hispanic
© 2016 eMarketer Inc. Last year, 50% of US mobile phone users visited Facebook via mobile browser or app 129.9 163.3 0 100 200 2015 2016 2017 2018 2019 2020 US Mobile Phone Facebook Users (millions) 50.3% 59.0% 0% 75% 2015 2016 2017 2018 2019 2020 US Mobile Phone Facebook Users (% of mobile phone users) Looking at it another way, 82% of US Facebook users visited it via mobile phone last year.
© 2016 eMarketer Inc. 85.6% of US Facebook users will access the service via a smartphone in 2016. That’s 67.3% of US smartphone users.
© 2016 eMarketer Inc. 88.3 million people in the US will access Facebook on a tablet in 2016. That’s just over half of US tablet users.
© 2016 eMarketer Inc. By 2020, 42.1% of US Facebook users will access Facebook solely via a mobile device 29.5% 42.1% 13.5% 5.5% 57.0% 52.4% 0% 100% 2015 2020 US Facebook Users, by Device (% of total) Mobile-only Dual desktop/laptop and mobile Desktop/laptop-only More than half of all Facebook users will continue to use both a computer and a mobile device to access the social network.
© 2016 eMarketer Inc. Twitter Usage
© 2016 eMarketer Inc. Just over one-fifth of the US population will use Twitter in 2020 52.5 70.7 0 100 2015 2016 2017 2018 2019 2020 US Twitter Users, 2015-2020 (millions)US Twitter Users, 2015-2020 (millions)US Twitter Users, 2015-2020 (millions)US Twitter Users (millions) 16.4% of the US population 21.1% of the US population 29.2% 34.8% 0% 50% 2015 2016 2017 2018 2019 2020 US Twitter Users (% of social network users) In 2020, slightly more than one-third of US social network users will use Twitter.
© 2016 eMarketer Inc. Twitter’s base is younger than Facebook’s; 57.8% of US users were under 35 in 2015 54.4% 57.8% 45.6% 42.2% 0% 100% 2020 2015 US Twitter Users, by Age (% of total) Under 35 35+
© 2016 eMarketer Inc. Male and female US internet users are nearly equally likely to use Twitter 19.9% 25.5% 20.5% 25.1% 0% 30% 2015 2020 US Twitter Users, by Gender (% of internet users) Female Male
© 2016 eMarketer Inc. Hispanics made up nearly one-quarter of Twitter’s US users in 2015 24.1% 28.5% 0% 100% 2015 2016 2017 2018 2019 2020 US Twitter Users, by Race/Ethnicity (% of total) Non-Hispanic White Non-Hispanic Black Non-Hispanic Asian Non-Hispanic Other Hispanic In the US, Hispanics make up a greater percentage of Twitter users than Facebook users.
© 2016 eMarketer Inc. Just under one-fifth of US mobile phone users accessed Twitter via mobile in 2015 46.3 66.7 0 100 2015 2016 2017 2018 2019 2020 US Mobile Phone Twitter Users (millions) 18.0% 24.1% 0% 30% 2015 2016 2017 2018 2019 2020 US Mobile Phone Twitter User Penetration (% of mobile phone users) Looking at it another way, 88.2% of Twitter’s users accessed the social network via mobile last year.
© 2016 eMarketer Inc. 89.9% of US Twitter users will access the service via a smartphone in 2016. That’s 24.6% of US smartphone users.
© 2016 eMarketer Inc. 34.2 million people in the US will access Twitter on a tablet in 2016. That’s one-fifth of US tablet users.
© 2016 eMarketer Inc. By 2020, more than six in 10 US users will access Twitter solely via a mobile device 41.7% 63.2% 10.6% 5.5% 47.7% 31.3% 0% 100% 2015 2020 US Twitter Users, by Device (% of total Twitter users) Mobile-only Dual desktop/laptop and mobile Desktop/laptop-only Twitter already has a much greater percentage of mobile-only US users than Facebook.
© 2016 eMarketer Inc. Instagram Usage
© 2016 eMarketer Inc. Instagram usage is rising quickly; it will exceed 33% of the US population in 2020 77.6 116.3 0 100 200 2015 2016 2017 2018 2019 2020 US Instagram Users (millions) 24.2% of the US population 34.8% of the US population 43.1% 55.8% 0% 80% 2015 2016 2017 2018 2019 2020 US Instagram Users (% of social network users) Among US social network users, 55.8% will use Instagram in 2020.
© 2016 eMarketer Inc. More than two-thirds of Instagram’s US users were under 35 in 2015 63.4% 67.2% 36.5% 32.8% 0% 100% 2015 US Instagram Users, by Age (% of total) 2020 Under 35 35+
© 2016 eMarketer Inc. Females will remain more likely than males in the US to use Instagram 48.4% 62.1% 37.3% 52.3% 0% 100% 2015 2020 US Instagram Users, by Gender (% of social network users) Female Male
© 2016 eMarketer Inc. Black and Hispanic US internet users have been more likely to use Instagram 28% 21% 38% 47% Total White Hispanic Black US Instagram Users, by Race/Ethnicity, April 2015 (% of internet users in each group) Source: Pew Research Center, "Mobile Messaging and Social Media 2015," conducted by Princeton Survey Research Associates International, Aug 19, 2015.
© 2016 eMarketer Inc. Snapchat Usage
© 2016 eMarketer Inc. 23% of US consumers used Snapchat in February 2016 Among US social network users, 12% used it several times per day Source: Edison Research and Triton Digital, “The Infinite Dial 2016,” March 10, 2016.
© 2016 eMarketer Inc. US Snapchat users are very young; 63% were between 13 and 24 in Q3 2015 4.0% 12.0% 21.0% 63.0% 55+ 35-54 25-34 13-24 US Snapchat Users, by Age, Sep 2015 (% of respondents) Source: CivicScience, "Beyond Facebook: Profiling Active Users of Next-Tier Social Media to Drive Smarter Marketing," Dec 9, 2015.
© 2016 eMarketer Inc. Among US millennials, females were more likely than males to use Snapchat in 2015 31% 42% Male Female US Millennial Snapchat Users, by Gender, Nov 2015 (% of respondents in each group) Source: Harvard University Institute of Politics, "Survey of Young Americans’ Attitudes Toward Politics and Public Service: 28th Edition," conducted by GfK, Dec 10, 2015.
© 2016 eMarketer Inc. Pinterest Usage
© 2016 eMarketer Inc. The percentage of the US population that uses Pinterest is still relatively small 50.1 66.6 0 100 2015 2016 2017 2018 2019 2020 US Pinterest Users (millions) 15.6% of the US population 19.9% of the US population 27.8% 32.8% 0% 50% 2015 2016 2017 2018 2019 2020 US Pinterest Users (% of social network users) Just under one-third of US social network users will use Pinterest in 2020.
© 2016 eMarketer Inc. Slightly more than half of Pinterest’s US user base were 35 or older in 2015 47.6% 48.0% 52.3% 52.0% 0% 100% 2015 US Pinterest Users, by Age (% of total) 2020 Under 35 35+
© 2016 eMarketer Inc. Among US internet users, females are much more likely than males to use Pinterest 30.9% 36.2% 7.0% 11.0% 0% 50% 2015 2020 US Pinterest Users, by Gender (% of internet users) Female Male
© 2016 eMarketer Inc. Hispanic and white US internet users have been more likely to use Pinterest 31% 32% 32% 23% Total White Hispanic Black US Pinterest Users, by Race/Ethnicity, April 2015 (% of internet users in each group) Source: Pew Research Center, "Mobile Messaging and Social Media 2015" conducted by Princeton Survey Research Associates International, Aug 19, 2015.
© 2016 eMarketer Inc. Tumblr Usage
© 2016 eMarketer Inc. Only 6.5% of the US population used Tumblr in 2015 21.0 29.4 0 50 2015 2016 2017 2018 2019 2020 US Tumblr Users (millions) 6.5% of the US population 8.8% of the US population 11.7% 14.5% 0% 20% 2015 2016 2017 2018 2019 2020 US Tumblr Users (% of social network users) Among US social network users, 11.7% used Tumblr last year.
© 2016 eMarketer Inc. US Tumblr users are very young; 68.2% were under age 35 in 2015 64.6% 68.2% 35.4% 31.7% 0% 100% 2015 US Tumblr Users, by Age (% of total) 2020 Under 35 35+
© 2016 eMarketer Inc. US Tumblr users are evenly split by gender 8.1% 10.6% 8.0% 10.5% 0% 20% 2015 2020 US Tumblr Users, by Gender (% of internet users) Female Male
© 2016 eMarketer Inc. Black and Hispanic internet users have been more likely than whites to use Tumblr Source: Pew Research Center, "Mobile Messaging and Social Media 2015" conducted by Princeton Survey Research Associates International, Aug 19, 2015. 10% 9% 15% 15% Total White Hispanic Black US Tumblr Users by Race/Ethnicity, April 2015 (% of internet users in each group)
0.00% 2.00% 4.00% 6.00% 8.00% 10.00% Link Carousel Photo Video Campaign Objective Ad Unit Performance WHAT ARE THE BEST AD TYPES FOR A CAMPAIGN OBJECTIVE? OFFSITE CONVERSION (CONVERSION RATE vs. AD TYPE) TIP: Offsite Conversion and Link Click campaigns have the highest performance when using Carousel or Photo ad units, whereas Post Engagement campaigns perform more effectively with Video or Carousel ad units. 0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% Link Carousel Photo Video LINK CLICK (CLICK-THROUGH RATE vs. AD TYPE) POST ENGAGEMENT (ENGAGEMENTS per IMPRESSION vs. AD TYPE) 0.00% 0.20% 0.40% 0.60% 0.80% 1.00% Link Carousel Photo Video The data in these charts reflects the campaigns that ran through Kinetic Social’s proprietary social marketing platform, from 1.1.15 – 4.1.16. The data in these charts represents Kinetic advertiser campaigns only and should not be used as an indicator of the entire current or future landscape for these social networks. ASK US HOWKINETIC SOCIALHELPSAGENCIES AND BRANDSACHIEVETHEIR SOCIALGOALS hello@kineticsocial.com Learning from Social Advertising Data Trends
© 2016 eMarketer Inc. eMarketer Definitions and Methodology Definitions Facebook users are internet users who access their Facebook account via any device at least once per month. Instagram users are internet users who access their Instagram account via any device at least once per month. Mobile phone Facebook users are mobile phone users of any age who access their Facebook account via mobile phone (browser or app) at least once per month. Mobile phone social network users are mobile phone users of any age who use social networks via mobile phone (browser or app) at least once per month. Mobile phone Twitter users are mobile phone users of any age who access their Twitter account via mobile phone (browser or app) at least once per month. Pinterest users are internet users who access their Pinterest account via any device at least once per month. Social networks are sites where the primary activities involve creating a profile and interacting with a network of contacts by sharing status updates, comments, photos or other content. Social network users are internet users who use social networks via any device at least once per month. Tumblr users are internet users who access their Tumblr account via any device at least once per month. Twitter users are internet users who access their Twitter account via any device at least once per month. Methodology Estimates are based on the analysis of survey and traffic data from research firms and regulatory agencies; historical trends; internet and mobile adoption trends; and country-specific demographic and socioeconomic factors. eMarketer’s forecasts and estimates are based on an analysis of quantitative and qualitative data from research firms, government agencies, media firms and public companies, plus interviews with top executives at publishers, ad buyers and agencies. Data is weighted based on methodology and soundness. Each eMarketer forecast fits within the larger matrix of all its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular reevaluation of available data means the forecasts reflect the latest business developments, technology trends and economic changes.
© 2016 eMarketer Inc. Wait…there’s more! This US Social Network Usage StatPack is one of two sections making up the eMarketer US Social StatPack—available to eMarketer Corporate Subscription clients. The full US Social StatPack provides a visual overview of roughly 75 eMarketer social network forecasts, including current-year and forward-looking estimates for the following:  Total US social network usage and user demographics  US usage numbers and user demographics for Facebook, Twitter, Instagram, Snapchat, Pinterest and Tumblr  Total US social network ad spending  US ad revenue breakdowns for Facebook, Twitter, Instagram and LinkedIn  eMarketer’s outlook on mobile spending, including mcommerce, mobile payment transactions and mobile advertising Schedule a personalized demonstration or request a quote today. Go to eMarketer.com, call 212-763-6010, or email sales@emarketer.com.

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US Social Network Usage StatPack

  • 1. © 2016 eMarketer Inc. eMarketer US Social Network Usage StatPack Presented by May 2016
  • 2. 0.0% 10.0% 20.0% 30.0% 40.0% < 16 sec 16-30 sec 30-60 sec 1-2 min > 2 min TIP: WHILE SHORTER VIDEOS ARE MORE SUCCESSFUL ON TWITTER, LONGER VIDEOS SEE GREATER SUCCESS ON FACEBOOK. 0.0% 15.0% 30.0% 45.0% 60.0% < 16 sec 16-30 sec 30-60 sec 1-2 min > 2 min Video Views The data in these charts reflects the campaigns that ran through Kinetic Social’s proprietary social marketing platform, from 1.1.15 – 4.1.16. The data in these charts represents Kinetic advertiser campaigns only and should not be used as an indicator of the entire current or future landscape for these social networks. FACEBOOK TWITTER ONCE A VIEWER WATCHES AT LEAST 25% OF A VIDEO, THEY ARE MUCH MORE LIKELY TO WATCH THE REST. This effect holds true on Twitter for short videos and on Facebook across all video lengths. Stop Watching Watch 50% Watch 75% Finish the Video 0 10 20 30 40 50 60 70 < 16 sec 16-30 sec 30-60 sec 1-2 min > 2 min COMPLETED VIDEO VIEWS ACROSS PLATFORMS (VIEWS PER 1,000 IMPRESSIONS vs. LENGTH OF VIDEO) Facebook Instagram Twitter GETTHE VIEWER HOOKED EARLY Learning from Social Advertising Data Trends *Note: Current video ad specs for Instagram allow for a maximum length of 60 seconds. As such, no data can be collected beyond 60 seconds. ASK US HOWKINETIC SOCIALHELPSAGENCIES AND BRANDSACHIEVETHEIR SOCIALGOALS hello@kineticsocial.com ONCE A USER WATCHES 25% OFAVIDEO, DO THEY
  • 3. © 2016 eMarketer Inc. Overview The eMarketer US Social Network Usage StatPack contains charts, key stats, trends and forecasts that you can keep at your fingertips all year long. The StatPack is broken out into two main sections:  Total social network usage and user demographics  Usage and user demographics for:  Facebook  Twitter  Instagram  Snapchat  Pinterest  Tumblr
  • 4. © 2016 eMarketer Inc. Total Social Network Usage and User Demographics
  • 5. © 2016 eMarketer Inc. 3.7% 1.7% 0% 5% 2015 2016 2017 2018 2019 2020 US Social Network Users (% change) In 2015, there were 180 million social network users in the US 180.0 202.8 0 100 200 2015 2016 2017 2018 2019 2020 US Social Network Users (millions) Growth is slowing, as social network user penetration reaches saturation.
  • 6. © 2016 eMarketer Inc. By 2020, more than seven out of 10 US internet users will use social networks 69.3% 72.6% 56.0% 60.6% 0% 100% 2015 2020 US Social Network User Penetration (% of internet users, % of population) % of internet users % of population Social networks defined: Sites where the primary activities involve creating a profile and interacting with a network of contacts by sharing status updates, comments, photos or other content. Excludes YouTube, which is primarily a video-viewing platform. Social network users defined: Internet users of any age who use social networks via any device at least once per month.
  • 7. © 2016 eMarketer Inc. In 2015, for the first time, more than half of US social network users were age 35 or older 47.8% 49.8% 52.2% 50.3% 0% 100% 2015 US Social Network Users, by Age (% of total) 2020 Under 35 35+
  • 8. © 2016 eMarketer Inc. Among US internet users, higher percentages of females than males use social networks 70.8% 73.9% 67.8% 71.3% 50% 100% 2015 2020 US Social Network Users, by Gender (% of internet users) Female Male In 2015, there were 94.5 million female social network users and 85.5 million male social network users in the US. In 2020, there will be 105.4 million female social network users and 97.4 million male social network users in the US.
  • 9. © 2016 eMarketer Inc. In 2018, Hispanics will account for more than 20% of US social network users 17.9% 20.6% 61.5% 58.3% 12.8% 12.4% 5.3% 5.7% 2.5% 2.9% 0% 100% 2015 2016 2017 2018 2019 2020 US Social Network Users, by Race/Ethnicity (% of total) Non-Hispanic White Non-Hispanic Black Non-Hispanic Asian Non-Hispanic Other Non-Hispanic white Hispanic
  • 10. © 2016 eMarketer Inc. More than 150 million people in the US use mobile phones to access social networks 151.2 187.1 0 100 200 2015 2016 2017 2018 2019 2020 US Mobile Phone Social Network Users (millions) 11% 2% 0% 20% 2015 2016 2017 2018 2019 2020 US Mobile Phone Social Network Users (% change) Although growth in the number of mobile social network users is slowing (per below), 58.6% of US mobile phone users used social networks at least once a month in 2015.
  • 11. © 2016 eMarketer Inc. The smartphone is the device of choice for US mobile social network users 149.5 186.3 0 100 200 2015 2016 2017 2018 2019 2020 US Smartphone Social Network Users (millions) 83.1% 91.9% 50% 100% 2015 2016 2017 2018 2019 2020 US Smartphone Social Network Users (% of total social network users) In 2020, more than nine out of 10 US social network users will use a smartphone for social networking.
  • 12. © 2016 eMarketer Inc. More than two-thirds of US tablet users used a tablet for social networking in 2015 108.2 129.2 0 100 200 2015 2016 2017 2018 2019 2020 US Tablet Social Network Users (millions) 68.0% 69.9% 0% 100% 2015 2016 2017 2018 2019 2020 US Tablet Social Network Users (% of tablet users) More than one-third of the US population (33.7%) used a tablet to access a social network last year.
  • 13. © 2016 eMarketer Inc. In 2015, nearly 28% of US social network users were mobile-only users 27.9% 37.5% 12.2% 5.9% 59.9% 56.7% 0% 100% 2015 2020 US Social Network Users, by Device (% of total) Mobile-only Dual desktop/laptop and mobile Desktop/laptop-only By 2020, just 5.9% will use only a computer to access social networks. The majority of users will use both mobile devices and a computer to access social networks.
  • 14. © 2016 eMarketer Inc. Facebook Usage
  • 15. © 2016 eMarketer Inc. This year, for the first time, over 50% of the US population will use Facebook 158.4 162.9 177.5 0 100 200 2015 2016 2017 2018 2019 2020 US Facebook Users (millions) 50.3% of the US population 53.1% of the US population 88.0% 87.5% 0% 100% 2015 2016 2017 2018 2019 2020 US Facebook Users (% of social network users) The percentage of US social networkers who use Facebook will remain virtually unchanged through 2020.
  • 16. © 2016 eMarketer Inc. By 2018, more than half of Facebook’s US users will be 35 or older 49.7% 51.6% 50.1% 48.5% 0% 100% 2015 US Facebook Users, by Age (% of total) 2018 Under 35 35+ In 2018, 29.7% of users will be between the ages of 35 and 54, and 20.4% will be 55 or older.
  • 17. © 2016 eMarketer Inc. What about Facebook’s "teen problem"? 82.3% 83.5% 88.0% 90.5% 50% 100% 2015 2016 2017 2018 2019 2020 Ages 12-17 Ages 18-24 US Teen and Young Adult Facebook Users (% of internet users) Among US teen and young adult internet users, the percentage using Facebook is still rising—contrary to popular perception.
  • 18. © 2016 eMarketer Inc. Within the US teen/millennial social network user population, Facebook use is declining 94.1% 92.7% 80% 100% 2015 2016 2017 2018 2019 2020 US Teen Facebook Users (% of teen social network users) 92.0% 90.8% 80% 100% 2015 2016 2017 2018 2019 2020 US Millennial Facebook Users (% of millennial social network users) Why is this happening? Those who are already social network users are more likely to look at other platforms beyond Facebook.
  • 19. © 2016 eMarketer Inc. Female internet users in the US remain more likely than their male peers to use Facebook 65.1% 67.2% 56.6% 59.7% 50% 75% 2015 2020 US Facebook Users, by Gender (% of internet users) Female Male
  • 20. © 2016 eMarketer Inc. Hispanics will make up 20% of Facebook’s US user base in 2020 16.8% 20.0% 62.8% 59.1% 12.3% 12.4% 5.4% 5.7% 2.6% 2.9% 0% 100% 2015 2016 2017 2018 2019 2020 US Facebook Users, by Race/Ethnicity (% of total) Non-Hispanic White Non-Hispanic black Non-Hispanic Asian Non-Hispanic Other Hispanic
  • 21. © 2016 eMarketer Inc. Last year, 50% of US mobile phone users visited Facebook via mobile browser or app 129.9 163.3 0 100 200 2015 2016 2017 2018 2019 2020 US Mobile Phone Facebook Users (millions) 50.3% 59.0% 0% 75% 2015 2016 2017 2018 2019 2020 US Mobile Phone Facebook Users (% of mobile phone users) Looking at it another way, 82% of US Facebook users visited it via mobile phone last year.
  • 22. © 2016 eMarketer Inc. 85.6% of US Facebook users will access the service via a smartphone in 2016. That’s 67.3% of US smartphone users.
  • 23. © 2016 eMarketer Inc. 88.3 million people in the US will access Facebook on a tablet in 2016. That’s just over half of US tablet users.
  • 24. © 2016 eMarketer Inc. By 2020, 42.1% of US Facebook users will access Facebook solely via a mobile device 29.5% 42.1% 13.5% 5.5% 57.0% 52.4% 0% 100% 2015 2020 US Facebook Users, by Device (% of total) Mobile-only Dual desktop/laptop and mobile Desktop/laptop-only More than half of all Facebook users will continue to use both a computer and a mobile device to access the social network.
  • 25. © 2016 eMarketer Inc. Twitter Usage
  • 26. © 2016 eMarketer Inc. Just over one-fifth of the US population will use Twitter in 2020 52.5 70.7 0 100 2015 2016 2017 2018 2019 2020 US Twitter Users, 2015-2020 (millions)US Twitter Users, 2015-2020 (millions)US Twitter Users, 2015-2020 (millions)US Twitter Users (millions) 16.4% of the US population 21.1% of the US population 29.2% 34.8% 0% 50% 2015 2016 2017 2018 2019 2020 US Twitter Users (% of social network users) In 2020, slightly more than one-third of US social network users will use Twitter.
  • 27. © 2016 eMarketer Inc. Twitter’s base is younger than Facebook’s; 57.8% of US users were under 35 in 2015 54.4% 57.8% 45.6% 42.2% 0% 100% 2020 2015 US Twitter Users, by Age (% of total) Under 35 35+
  • 28. © 2016 eMarketer Inc. Male and female US internet users are nearly equally likely to use Twitter 19.9% 25.5% 20.5% 25.1% 0% 30% 2015 2020 US Twitter Users, by Gender (% of internet users) Female Male
  • 29. © 2016 eMarketer Inc. Hispanics made up nearly one-quarter of Twitter’s US users in 2015 24.1% 28.5% 0% 100% 2015 2016 2017 2018 2019 2020 US Twitter Users, by Race/Ethnicity (% of total) Non-Hispanic White Non-Hispanic Black Non-Hispanic Asian Non-Hispanic Other Hispanic In the US, Hispanics make up a greater percentage of Twitter users than Facebook users.
  • 30. © 2016 eMarketer Inc. Just under one-fifth of US mobile phone users accessed Twitter via mobile in 2015 46.3 66.7 0 100 2015 2016 2017 2018 2019 2020 US Mobile Phone Twitter Users (millions) 18.0% 24.1% 0% 30% 2015 2016 2017 2018 2019 2020 US Mobile Phone Twitter User Penetration (% of mobile phone users) Looking at it another way, 88.2% of Twitter’s users accessed the social network via mobile last year.
  • 31. © 2016 eMarketer Inc. 89.9% of US Twitter users will access the service via a smartphone in 2016. That’s 24.6% of US smartphone users.
  • 32. © 2016 eMarketer Inc. 34.2 million people in the US will access Twitter on a tablet in 2016. That’s one-fifth of US tablet users.
  • 33. © 2016 eMarketer Inc. By 2020, more than six in 10 US users will access Twitter solely via a mobile device 41.7% 63.2% 10.6% 5.5% 47.7% 31.3% 0% 100% 2015 2020 US Twitter Users, by Device (% of total Twitter users) Mobile-only Dual desktop/laptop and mobile Desktop/laptop-only Twitter already has a much greater percentage of mobile-only US users than Facebook.
  • 34. © 2016 eMarketer Inc. Instagram Usage
  • 35. © 2016 eMarketer Inc. Instagram usage is rising quickly; it will exceed 33% of the US population in 2020 77.6 116.3 0 100 200 2015 2016 2017 2018 2019 2020 US Instagram Users (millions) 24.2% of the US population 34.8% of the US population 43.1% 55.8% 0% 80% 2015 2016 2017 2018 2019 2020 US Instagram Users (% of social network users) Among US social network users, 55.8% will use Instagram in 2020.
  • 36. © 2016 eMarketer Inc. More than two-thirds of Instagram’s US users were under 35 in 2015 63.4% 67.2% 36.5% 32.8% 0% 100% 2015 US Instagram Users, by Age (% of total) 2020 Under 35 35+
  • 37. © 2016 eMarketer Inc. Females will remain more likely than males in the US to use Instagram 48.4% 62.1% 37.3% 52.3% 0% 100% 2015 2020 US Instagram Users, by Gender (% of social network users) Female Male
  • 38. © 2016 eMarketer Inc. Black and Hispanic US internet users have been more likely to use Instagram 28% 21% 38% 47% Total White Hispanic Black US Instagram Users, by Race/Ethnicity, April 2015 (% of internet users in each group) Source: Pew Research Center, "Mobile Messaging and Social Media 2015," conducted by Princeton Survey Research Associates International, Aug 19, 2015.
  • 39. © 2016 eMarketer Inc. Snapchat Usage
  • 40. © 2016 eMarketer Inc. 23% of US consumers used Snapchat in February 2016 Among US social network users, 12% used it several times per day Source: Edison Research and Triton Digital, “The Infinite Dial 2016,” March 10, 2016.
  • 41. © 2016 eMarketer Inc. US Snapchat users are very young; 63% were between 13 and 24 in Q3 2015 4.0% 12.0% 21.0% 63.0% 55+ 35-54 25-34 13-24 US Snapchat Users, by Age, Sep 2015 (% of respondents) Source: CivicScience, "Beyond Facebook: Profiling Active Users of Next-Tier Social Media to Drive Smarter Marketing," Dec 9, 2015.
  • 42. © 2016 eMarketer Inc. Among US millennials, females were more likely than males to use Snapchat in 2015 31% 42% Male Female US Millennial Snapchat Users, by Gender, Nov 2015 (% of respondents in each group) Source: Harvard University Institute of Politics, "Survey of Young Americans’ Attitudes Toward Politics and Public Service: 28th Edition," conducted by GfK, Dec 10, 2015.
  • 43. © 2016 eMarketer Inc. Pinterest Usage
  • 44. © 2016 eMarketer Inc. The percentage of the US population that uses Pinterest is still relatively small 50.1 66.6 0 100 2015 2016 2017 2018 2019 2020 US Pinterest Users (millions) 15.6% of the US population 19.9% of the US population 27.8% 32.8% 0% 50% 2015 2016 2017 2018 2019 2020 US Pinterest Users (% of social network users) Just under one-third of US social network users will use Pinterest in 2020.
  • 45. © 2016 eMarketer Inc. Slightly more than half of Pinterest’s US user base were 35 or older in 2015 47.6% 48.0% 52.3% 52.0% 0% 100% 2015 US Pinterest Users, by Age (% of total) 2020 Under 35 35+
  • 46. © 2016 eMarketer Inc. Among US internet users, females are much more likely than males to use Pinterest 30.9% 36.2% 7.0% 11.0% 0% 50% 2015 2020 US Pinterest Users, by Gender (% of internet users) Female Male
  • 47. © 2016 eMarketer Inc. Hispanic and white US internet users have been more likely to use Pinterest 31% 32% 32% 23% Total White Hispanic Black US Pinterest Users, by Race/Ethnicity, April 2015 (% of internet users in each group) Source: Pew Research Center, "Mobile Messaging and Social Media 2015" conducted by Princeton Survey Research Associates International, Aug 19, 2015.
  • 48. © 2016 eMarketer Inc. Tumblr Usage
  • 49. © 2016 eMarketer Inc. Only 6.5% of the US population used Tumblr in 2015 21.0 29.4 0 50 2015 2016 2017 2018 2019 2020 US Tumblr Users (millions) 6.5% of the US population 8.8% of the US population 11.7% 14.5% 0% 20% 2015 2016 2017 2018 2019 2020 US Tumblr Users (% of social network users) Among US social network users, 11.7% used Tumblr last year.
  • 50. © 2016 eMarketer Inc. US Tumblr users are very young; 68.2% were under age 35 in 2015 64.6% 68.2% 35.4% 31.7% 0% 100% 2015 US Tumblr Users, by Age (% of total) 2020 Under 35 35+
  • 51. © 2016 eMarketer Inc. US Tumblr users are evenly split by gender 8.1% 10.6% 8.0% 10.5% 0% 20% 2015 2020 US Tumblr Users, by Gender (% of internet users) Female Male
  • 52. © 2016 eMarketer Inc. Black and Hispanic internet users have been more likely than whites to use Tumblr Source: Pew Research Center, "Mobile Messaging and Social Media 2015" conducted by Princeton Survey Research Associates International, Aug 19, 2015. 10% 9% 15% 15% Total White Hispanic Black US Tumblr Users by Race/Ethnicity, April 2015 (% of internet users in each group)
  • 53. 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% Link Carousel Photo Video Campaign Objective Ad Unit Performance WHAT ARE THE BEST AD TYPES FOR A CAMPAIGN OBJECTIVE? OFFSITE CONVERSION (CONVERSION RATE vs. AD TYPE) TIP: Offsite Conversion and Link Click campaigns have the highest performance when using Carousel or Photo ad units, whereas Post Engagement campaigns perform more effectively with Video or Carousel ad units. 0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% Link Carousel Photo Video LINK CLICK (CLICK-THROUGH RATE vs. AD TYPE) POST ENGAGEMENT (ENGAGEMENTS per IMPRESSION vs. AD TYPE) 0.00% 0.20% 0.40% 0.60% 0.80% 1.00% Link Carousel Photo Video The data in these charts reflects the campaigns that ran through Kinetic Social’s proprietary social marketing platform, from 1.1.15 – 4.1.16. The data in these charts represents Kinetic advertiser campaigns only and should not be used as an indicator of the entire current or future landscape for these social networks. ASK US HOWKINETIC SOCIALHELPSAGENCIES AND BRANDSACHIEVETHEIR SOCIALGOALS hello@kineticsocial.com Learning from Social Advertising Data Trends
  • 54. © 2016 eMarketer Inc. eMarketer Definitions and Methodology Definitions Facebook users are internet users who access their Facebook account via any device at least once per month. Instagram users are internet users who access their Instagram account via any device at least once per month. Mobile phone Facebook users are mobile phone users of any age who access their Facebook account via mobile phone (browser or app) at least once per month. Mobile phone social network users are mobile phone users of any age who use social networks via mobile phone (browser or app) at least once per month. Mobile phone Twitter users are mobile phone users of any age who access their Twitter account via mobile phone (browser or app) at least once per month. Pinterest users are internet users who access their Pinterest account via any device at least once per month. Social networks are sites where the primary activities involve creating a profile and interacting with a network of contacts by sharing status updates, comments, photos or other content. Social network users are internet users who use social networks via any device at least once per month. Tumblr users are internet users who access their Tumblr account via any device at least once per month. Twitter users are internet users who access their Twitter account via any device at least once per month. Methodology Estimates are based on the analysis of survey and traffic data from research firms and regulatory agencies; historical trends; internet and mobile adoption trends; and country-specific demographic and socioeconomic factors. eMarketer’s forecasts and estimates are based on an analysis of quantitative and qualitative data from research firms, government agencies, media firms and public companies, plus interviews with top executives at publishers, ad buyers and agencies. Data is weighted based on methodology and soundness. Each eMarketer forecast fits within the larger matrix of all its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular reevaluation of available data means the forecasts reflect the latest business developments, technology trends and economic changes.
  • 55. © 2016 eMarketer Inc. Wait…there’s more! This US Social Network Usage StatPack is one of two sections making up the eMarketer US Social StatPack—available to eMarketer Corporate Subscription clients. The full US Social StatPack provides a visual overview of roughly 75 eMarketer social network forecasts, including current-year and forward-looking estimates for the following:  Total US social network usage and user demographics  US usage numbers and user demographics for Facebook, Twitter, Instagram, Snapchat, Pinterest and Tumblr  Total US social network ad spending  US ad revenue breakdowns for Facebook, Twitter, Instagram and LinkedIn  eMarketer’s outlook on mobile spending, including mcommerce, mobile payment transactions and mobile advertising Schedule a personalized demonstration or request a quote today. Go to eMarketer.com, call 212-763-6010, or email sales@emarketer.com.