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Study: 71% in U.S. Access Social Media at Least Once a Month

A 2016 study found that the average internet user has roughly seven social accounts. Social media has grown to be one of the primary forms of digital marketing, with social ad spending expected to reach over $26 trillion in 2018. Social’s influence on the path to purchase is well known, but it appears user growth is slowing.

A recent report from eMarketer detailed that 71% of U.S. internet users access social media at least once a month, up 2.6% from 2017. Facebook accounts for the most usage with 60% of respondents using the platform, followed by Instagram (37%), Snapchat (30%), Pinterest (26%) and Twitter (20%). The study also predicted that overall user growth will be low, and those under 25 will stray away from Facebook in the coming years.

As traditional purchasing journeys are altered by the usage of digital media, marketers will need to prepare for these shifts in behavior by determining which social channels will offer the best opportunities to reach and engage with target audiences. This is especially relevant for those marketing to the Gen Z and Millennial audiences, as 80% of Gen Zers and 74% of Millennials are influenced by social media when making purchases, compared to just 58% of Generation X and 41% of Baby Boomers.

This data comes from a 2018 eMarketer report, “US Social Network Users: eMarketer’s Estimates for 2018-2022.” To access the graphic above, click here.

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