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Sysomos social intelligence solutions help you measure, analyze and optimize all of your social and digital media programs.
Social intelligence simplifi ed. sysomos.com/adage
YOU’RE DOING SOCIAL MEDIA MARKETING. BUT DO YOU KNOW IF IT’S WORKING?
U.S. SOCIAL NETWORK AD REVENUE SHARE BY VENUEShare of ad revenue by venue. Total ad revenue in dollar billions; percent change.
2018 total$19.3 billion
(+16.7%)
2017 total$16.5 billion
(+21.5%)
2016 total$13.6 billion
(+25.9%)
2015 total$10.8 billion
(+47.8%)
2014 total$7.3 billion(+56.8%)
11.3%
6.2%3.7%
6.6%
72.3%
5.4%
2.9%5.6%
11.8%
74.3%
12.1%
4.9% 4.9%2.5%
75.6%
4.5%4.5%
12.2%
2.2%
76.6%
4.2%4.3%1.9%
12.5%
77.1%
Twitter LinkedIn Social games OtherFacebook
Source: eMarketer (March 2016). More info: eMarketer.com. Numbers rounded. Microsoft Corp. in June 2016 signed deal to buy LinkedIn Corp.
WORLDWIDE SOCIAL NETWORK AD REVENUE SHARE BY COMPANYShare of ad revenue by company. Total ad revenue in dollar billions; percent change.
2018 total$50.4 billion
(+21.3%)
2017 total$41.6 billion
(+26.1%)
2016 total$33.0 billion
(+33.4%)
2015 total$24.7 billion
(+44.4%)
2014 total$17.1 billion(+56.9%)
7.3%
4.4% 21.2%
67.1%
19.0%3.9%
8.1%
69.1%
7.9%
3.2%21.0%
67.9%
21.5%
7.8%
2.9%
67.7%
22.5%
2.6%
7.8%
67.1%
Twitter LinkedIn OtherFacebook
Source: eMarketer (March 2016). More info: eMarketer.com. Numbers rounded. Microsoft Corp. in June 2016 signed deal to buy LinkedIn Corp.
Desktop MobileTotal digital population
U.S. SOCIAL NETWORKS BY UNIQUE VISITORSTotal unique visitors/viewers, in millions.
0
50
100
150
200
250
Total internet: total audience
FacebookLinkedInInstagramTwitterPinterestGoogle+TumblrSnapchat
Source: ComScore (June 2016). More info: comscore.com. Numbers rounded. Unique visitors includes all desktop users age 2 and up and all mobile users age 18 and up. Totals include app visits but exclude other owned properties. Unique visitors include users who visited the networks at least once in June 2016. While unique visits to LinkedIn are higher than others, user engagement is not. For context, LinkedIn has about one-third the average time spent per visitor as Twitter. Facebook owns Instagram. Microsoft Corp. in June 2016 signed deal to buy LinkedIn Corp. Verizon Communications in July 2016 signed deal to buy Yahoo operations including Tumblr.
THIS DOCUMENT AND INFORMATION CONTAINED THEREIN IS THE COPYRIGHTED PROPERTY OF CRAIN COMMUNICATIONS INC. AND THE AD AGE GROUP (© COPYRIGHT 2016) AND IS FOR YOUR PERSONAL, NON-COMMERCIAL USE ONLY. YOU MAY NOT REPRODUCE, DISPLAY ON A WEBSITE, DISTRIBUTE, SELL OR REPUBLISH THIS DOCUMENT, OR THE INFORMATION CONTAINED THEREIN, WITHOUT THE PRIOR WRITTEN CONSENT OF THE AD AGE GROUP.
AD AGE SOCIAL MEDIA FACTS 2016
ABOUT THIS POSTER Produced by Ad Age Datacenter and included in Sept. 26, 2016, print edition. To order a copy of print edition including poster, email [email protected].
SEE MORE: AdAge.com/datacenterSUBSCRIBE: AdAge.com/getdatacenter
SOCIAL MEDIA USE FOR ADULTS BY AGE GROUPPercent reach or percentage of digital audience in a given age group that used this social media property at least once in June 2016.
Source: ComScore (June 2016). More info: comscore.com. Percent reach for U.S. desktop users and mobile users. Facebook owns Instagram. Microsoft Corp. in June 2016 signed deal to buy LinkedIn Corp. Verizon Communications in July 2016 signed deal to buy Yahoo operations including Tumblr.
Tumblr
Snapchat
Google+
24.3%
24.4%
35.8%
41.5%
48.7%
51.9%
56.0%
90.4%
TOTAL DIGITAL AUDIENCE PERCENT REACH, 18+
Instagram Twitter
65+
55-64
45-54
35-44
25-34
18-24
65+
55-64
45-54
35-44
25-34
18-24
17.1%
37.3%
41.2%
60.1%
75.4%
71.9%
22.9%
42.6%
43.7%
57.6%
63.5%
55.4%
Pinterest Google+
65+
55-64
45-54
35-44
25-34
18-24
18.5%
37.4%
37.9%
53.9%
55.0%
39.7%
13.0%
34.8%
28.8%
44.2%
34.3%
65+
55-64
45-54
35-44
25-34
18-24
52.9%
Snapchat Tumblr
65+ 11.0%
55-64 12.9%
45-54 17.5%
35-44
25-34
18-24
25.1%
35.0%
42.0%
40.2%
65+ 3.5%
55-64 7.7%
45-54 13.8%
35-44 17.9%
25-34
18-24 60.7%
PERCENT REACH BY AGE GROUP
Facebook LinkedIn
65+
55-64
45-54
35-44
25-34
18-24
76.7%
93.7%
88.8%
93.1%
98.5%
87.9%
65+
55-64
45-54
35-44
25-34
18-24
31.8%
54.4%
51.9%
67.0%
71.9%
51.6%
TEENS AND SOCIAL MEDIAPercent of teens who used…
Source: GfK MRI’s Teenmark study. Percentage of users 12-19 who visited these sites in the last 30 days within that year. More info: gfk.com. Alphabet owns YouTube and Google+. Facebook owns Instagram. Verizon Communications in July 2016 signed deal to buy Yahoo operations including Tumblr.
2012 2013 2014 2015
Any social media photo- or video-sharing site 86.7% 89.2% 89.6% 87.6%
YouTube 59.4 64.8 63.6 66.2
Facebook 71.7 71.0 64.4 53.9
Instagram N/A 36.1 47.8 51.3
Snapchat N/A N/A 33.7 41.0
Twitter 22.9 24.8 27.5 30.3
Vine N/A N/A 24.5 24.1
Google+ 15.9 19.3 20.2 20.7
Pinterest N/A 13.3 16.1 19.8
Tumblr 10.9 11.8 16.0 16.8
U.S. SOCIAL MEDIA AD SPENDING ON MOBILEMobile’s share of social media spending.
Source: Publicis Groupe’s Zenith (Advertising Expenditure Forecasts, June 2016).More info: zenithoptimedia.com.
20182017201620152014201320122011
74%
65%
58%56%
29%
16%
8%
2%
50
60
70
80
90
100%
2014 2015 2016 2017
Percentage of U.S. social network users who use Facebook
Facebook’s share of U.S. social network ad revenue
FACEBOOK’S SOCIAL MEDIA REACHIn 2016, 89.8% of social network users in the U.S. are Facebook users. Facebook is forecast to capture 75.6% of U.S. social network ad revenue in 2016.
Source: eMarketer (March 2016 and August 2016). More info: eMarketer.com.
Source: Forrester Data, Global Business Technographics Priorities and Journey Survey, 2016 (fielded December 2015 to January 2016). More info: forr.com/data. Survey participants could choose multiple responses. Base: 5,034 business and technology decision-makers whose firms are prioritizing increasing influence and reach in the market.
TOP 10 RESPONSES TO THIS QUESTION:“You said that in the coming year, your firm wants to increase influence and brand reach. What action is your firm taking to achieve this objective?”
35%of respondents said their companies were initiating or extending social media activity.
1. Improve digital sites (mobile and online) – 37%
2. Initiate or extend social media activity – 35%
3. Change/improve creative strategy – 33%
4. Improve reach of marketing spend – 31%
5. Develop stronger integrated plan across channels – 28%
6. Shift marketing spend from traditional to digital – 25%
7. Improve PR influence – 25%
8. Increase advertising, paid media spend – 25%
9. Improve use of influencers – 23%
10. Invest in thought leadership content – 19%
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