• Iain Irvin

125+ Essential Social Media Stats...

...Every Marketer Should Know

Whether you’re creating a social media marketing strategy, designing a campaign, or making a business case for using a particular platform, you need to start in the same place: research.

The basis of any successful social activity is understanding the platforms, who uses them, and how.

That’s why we’ve compiled this list of social media statistics to show what sets each platform—and its users—apart. Whatever idea you’re cooking up, we’ve got the stats to help you plan.

The statistics in this post are organized by network and sorted into two categories: users and usage; and businesses, brands, and marketing.

General social media statistics

Before we get into facts and figures for specific platforms, let’s take a look at social media as a whole. The following statistics come from two Hootsuite partner studies—one conducted by Harris Poll, and the other, “Digital in 2017,” from global social media agency We Are Social.

Users and usage

  • 2.8 billion people were using social media by the end of 2016, up 21 percent from 2015.

  • Social media use on mobile increased by 30 percent year-over-year in 2016, surpassing 2.5 billion users globally (91 percent of all social media users).

  • 83 percent of Americans have a social media account.

  • In the U.K., 77 percent of people have a social media account.

  • In the Asia-Pacific region (APAC), social media growth rates increased by over 50 percent year-on-year in 2016.

  • More than 1.5 billion people across APAC now use social media on a monthly basis, 95 percent of whom access social via mobile—the highest ratio in the world.

  • Social media use in Europe grew by five percent to pass 400 million users across the continent, 85 percent of whom access social on mobile platforms each month.

Businesses, brands, and marketing

  • 40 percent of U.K. adults say it’s very or somewhat important that companies they purchase from have a strong social media presence.

  • Of U.K. adults who have a social media account, 34 percent say they would rather engage with a brand/organization on social media than visit a physical location.

  • 56 percent of U.K. adults with a social media account agree that customer service via social media has made it easier to get questions and concerns resolved.

Linkedin statistics

Perhaps more so than any other social network, LinkedIn’s purpose is clear. It’s a place to connect with colleagues and professional contacts. Many businesses use it for hiring. It’s also a destination for brands in the B2B sector.

Users and usage

  • It has 433 million users in more than 200 countries and territories.

  • Of those, there are 100 million active monthly users.

  • More than 128 million users in the U.S.

  • Users are signing up at a rate of more than two new members per second.

  • One in every three professionals in the world is on LinkedIn.

  • Among its users are 40 million students and recent college graduates.

  • Military and veteran members are among the most active—LinkedIn has 2 million self-identified U.S. military and veteran members. On average, they have 14 percent more connections and 55 percent more group views than non-veteran members. They also follow companies at a rate of 46 percent higher than non-veteran members.

  • Nearly half (49 percent) of key decision makers are on LinkedIn.

  • Only 25 percent of users log in monthly.

  • But when they do log in, they create content—more than 1 million members have published long-form posts and over 19.7 million SlideShare presentations have been uploaded.

  • Users conduct 1 billions searches per day.

  • They use it to connect—100,000 LinkedIn members join new groups every day.

Businesses, brands, and marketing

  • It’s a big deal for hiring—87 percent of recruiters use LinkedIn, according to a 2015 survey.

  • Half of LinkedIn users say they’d be more likely to buy from a company they engage with on LinkedIn.

  • A whopping 94 percent of B2B marketers use LinkedIn to distribute content.

  • LinkedIn drives more than half of all social traffic to B2B blogs and sites.

Facebook statistics

Facebook is still No. 1. Despite what you may have heard, everyone uses Facebook. Everyone. And they use it a lot. And because everyone uses Facebook, it’s a big deal for brands.

Users and usage

  • Facebook has 1.65 billion monthly active users and 1.09 billion daily active users, on average.

  • The platform boasts 1.51 billion mobile monthly active users and 989 million mobile daily active users, on average.

  • It remains the most-used social media site among all ages, used by 64 percent of Americans 12 and up.

  • It spans generations—83 percent of parents with a teen between the ages of 13 and 17 are friends with their child on Facebook.

  • It isn’t just North America either. Nearly 85 percent of Facebook’s daily active users are outside of the U.S. and Canada.

  • Facebook accounts for one in every six minutes spent online and one in every five minutes spent on mobile.

  • Facebook is the most-used app.

  • The average Facebook user has 155 friends. Women have more Facebook friends on average than men: 166 compared to 145.

  • The site tallies 8 billion average daily video views.

  • Facebook users rack up 100 million hours of daily video watch time.

Businesses, brands, and marketing

  • A colossal 50 million businesses use Facebook Pages.

  • Every month, 2.5 billion comments are made on Facebook Pages.

  • Nearly one-third of Facebook users (32 percent) engage with brands regularly.

  • More than 2 million advertisers regularly use Facebook to market their business.

  • In September 2015, 1.5 million small and medium businesses shared videos.

Twitter statistics

The majority of Twitter users are news junkies who use the network to seek out information about what’s happening in the world. The micro-blogging platform is also a place for people to connect with brands.

Users and usage

  • Twitter has 310 million monthly active users.

  • Of those, 83 percent are active users on mobile.

  • Every second, 6,000 Tweets are sent.

  • Over 100 million GIFs were shared on Twitter in 2015.

  • Of Twitter’s users, 79 percent of accounts are outside the U.S.

  • A whopping 86 percent of Twitter users say they use the site for news, 81 percent of users say they keep up with the news daily, and 40 percent of Twitter users use the site to be alerted to breaking news.

  • Of those who say they use Twitter for news, 70 percent say that they do so because it’s a great way to get news in real time.

  • Another 36 percent of users use Twitter to pass the time and 28 percent use it to second-screen with live events.

  • A surprising 53 percent of Twitter users never post any updates.

Businesses, brands, and marketing

  • More than 130,000 active advertisers market on Twitter

  • Twitter users are three times as likely as Facebook users to follow a brand, with 49 percent of monthly Twitter users following brands or companies.

  • Twitter is a place to interact with brands: 42 percent of users learn about products and services via Twitter, 41 percent of users provide opinions about products or services on Twitter, and 19 percent of users seek customer support on Twitter.​

  • Source - Hootsuite

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