Data Snapshot: Social Media Benchmark, 2014

1406_DS_SocialMediaBenchmark2014_COVERWe just published a Temkin Group data snapshot, Social Media Benchmark, 2014This is the third year that we’ve published the benchmark that examines how much time U.S. consumers spend using different types of social media on computers and on mobile phones.

Here’s the executive summary:

In January 2014, we surveyed 10,000 U.S. consumers about how frequently they use social media on their computers and mobile phones, and we then compared these usage rates to analogous data we collected in January 2012 and January 2013. This analysis looks at the frequency with which consumers in different age groups use computers and mobile phones to access Facebook, LinkedIn, Twitter, Google+, Pinterest, Tumblr, and third-party rating sites. We also examine how usage rates vary by mobile phone type.

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Here’s an excerpt from one of the 14 charts in the data snapshot.

1406_SocialMediaAndMobile

Here are some additional findings from the research:

  • After a drop in daily Facebook usage on computers last year, U.S. consumers increased their daily use of Facebook, from 42.5% of the population in 2013 to 46.5% in 2014. The largest increase was with consumers between 55 and 64 years old. This group expanded its daily Facebook usage by nearly eight percentage points.
  • During the same time, daily usage of Facebook on mobile phones surged from 24.7% of U.S. consumers in 2013 to 29.3% this year. The largest growth, 10 percentage points, came from consumers who are between 18 and 34.
  • Daily usage on computers is as follows: 17.7% visit a company’s Facebook site, 13.4% read or update LinkedIn, 10.9% read or update Twitter, 9.8% read or update Google+, 8.3% read or update Pinterest, 7.7% read or update Tumblr, 6.5% read a review on a rating site like Yelp or TripAdvisor, and 5.7% write a review on a rating site like Yelp or TripAdvisor.
  • Daily activity on mobile devices is nearly as high as it is on computers for Facebook users under 24 years old, LinkedIn users under 45 years old, Twitter users under 35 years old, and users of review sites under 45 years old.
  • We examined the usage of social media on different mobile devices. iPhone users are the most frequent daily readers and updaters of Facebook, LinkedIn, Twitter, Pinterest, and Tumblr. Blackberry users are the most frequent daily visitors of company Facebook pages, users of Google+, Tumblr (tied with iPhone), and ratings and review sites.

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The bottom line: Mobile social media is on the rise

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.

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