Report: Social Media Benchmark, 2013

We just published a Temkin Group report, Social Media Benchmark, 2013. This data snapshot examines how often consumers use social media on their computers and mobile phones.

In January 2013 we surveyed 10,000 U.S. consumers about their social media use patterns and compared the results to data that we collected in January 2012. This analysis examines the use of Facebook, LinkedIn, Twitter, Google+, and third-party rating sites. This report also examines how the data varies by type of mobile phone and identifies consumers’ preferred communication channels. The analysis breaks down the data by age group.

Download report for $195

The first figure in the report (out of 10 total data graphics) shows the change in social media use between 2012 and 2013, highlights a reduction in active Facebook usage especially by younger consumers.


Here are some interesting factoids about social media and mobile usage in the U.S.:

  • The percentage of active Facebook users has declined for consumers younger than 55, but it’s on the rise for older consumers.
  • One-quarter of consumers use their mobile phones to access Facebook daily while 10% access Twitter, 8% access Google+, and 6% access LinkedIn that frequently.
  • More than 90% of  consumers under the age of 45 who use LinkedIn, Google+, and third party rating sites daily on their computers are also doing so on their mobile devices.
  • iPhones and Android phones dominate younger consumers while Blackberry’s sweet spot is with 35- to 54-year-olds. Windows Mobile has only 2% of the market, but its share is consistent across age groups
  • iPhone users are the most likely to access Facebook and Twitter daily while Blackberry users are the most likely to access Google+, LinkedIn, and third party rating sites.
  • Young consumers prefer to connect with friends via text message, but that preference has declined since 2012. Older consumers prefer to make calls on landlines while those in their 40s and 50s prefer to talk on their cell phones

Download report for $195

The bottom line: Mobile is a big catalyst for social media


About Bruce Temkin, CCXP
I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about these topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

2 Responses to Report: Social Media Benchmark, 2013

  1. Alexis says:

    I believe there is an error in your chart. Above the daily usage chart (the bottom one) you wrote that it presented data from “2013-2013”. Did you mean 2012-2013? Overall, this is a very clear analysis of fluctuations in social media usage.

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