130+ Social Media Statistics that Matter to Marketers in 2019

Whether you’ve been using social media for years or you’re just getting started, it’s important to base your strategy on hard data. That is, social media statistics.

Knowing the facts helps you understand which social networks are a fit for your business, so you can make the most of your marketing budget.

To make sure you’re up-to-date on the latest developments in the social sphere, we’ve compiled the most important social media stats from the industry’s top surveys, studies, and reports.

Let’s dive in.

Table of contents

General social media statistics

Social media advertising statistics

Instagram statistics

Facebook statistics

Twitter statistics

YouTube statistics

Pinterest statistics

LinkedIn statistics

Snapchat statistics


Bonus: Get the step-by-step social media strategy guide with pro tips on how to grow your social media presence.

General social media statistics

Social media use is growing

  • 3.48 billion people now use social media. That’s an increase of 9% from last year. Put another way: 45% of the total world population are using social networks.
  • 366 million new people started using social media in the past year. That’s more than a million new people joining social media every single day.

infographic showing social media usage wordwide

Mobile social media access is on the rise

  • 5.11 billion people now have mobile phones. That’s up 2% from last year.
  • Of those, 3.26 billion use their mobile devices to access social media, up 10% from last year.

Social media is integrated into our daily lives

Brands have embraced social marketing

  • 90% of brands use social media to increase brand awareness.
  • But 58% of brands say measuring the effectiveness of social is a challenge, and only 34% measure social ROI.
  • 28% of marketers have either already implemented social commerce or plan to do so in the next year.
  • 77% of brands expect their use of social media to increase.
  • Most businesses maintain between four and 10 social profiles.

Consumers use social to interact with brands

Stories are taking social by storm

  • Stories are set to outpace feeds in 2019.
  • Nearly a billion people use stories across WhatsApp, Instagram, Facebook, and Snapchat.
  • Stories are growing 15 times faster than feed-based sharing.
  • 80% of major brands now use stories on at least one social network.

Social media advertising statistics

Businesses are on board with paid social

Social ad spend is increasing

  • Global social media advertising spending increased 32% in 2018.
  • That spending is predicted to grow an additional 73% in the next five years.
  • Facebook’s advertising revenue was more than $55 billion in 2018. For Q4 2018, 93% of that ad revenue came from mobile ads.
  • Instagram brought in an estimated $6.84 billion in mobile advertising in 2018, up from $3.64 billion in 2017.
  • Twitter’s advertising revenue was 2.6 billion in 2018, an increase of 25% over 2017.
  • In 2018, YouTube generated $3.6 billion in video ad revenues in the U.S. alone, up 17.1% from 2017.
  • Pinterest is expected to bring in $771.4 million in U.S. ad revenues in 2019, an increase of 39.4% over 2018.
  • Snapchat made an estimated $660 million in U.S. ad revenues in 2018, up 18.7% from 2017.

Social ads deliver business results

  • A typical American Facebook user clicks on 8 Facebook ads per month.
  • Half of Generation Z and 42% or Millenials says social media is the most relevant ad channel.
  • Snapchat’s collection ads had double the return on ad spend of other Snap ad formats in Q4 2018.
  • Twitter ad recall is 60% higher for brands with consistent logo placement.
  • Promoted Tweets with videos save 50% on cost per engagement.

Learn more in our full post on social media advertising stats.

Instagram statistics

Users

Infographic: % of people in the U.S. who use Instagram (31.8%)

Demographics

Network activity

Brands on Instagram

Learn more in our full posts on Instagram statistics and Instagram demographics.

Facebook statistics

Users

Infographic showing how many people use Facebook in the US in 2018 (51.5% of the population)

Demographics

  • On Facebook, the number of users aged 65 and up has doubled since 2012. 41% of U.S seniors now use the social network.
  • Use among U.S. teenagers is shrinking, from a high of 71% in 2014-15 to 51% in spring 2018.
  • 68% of U.S. adults use Facebook, most of them daily.
  • 74% of U.S. women use Facebook, compared to 62% of U.S. men.
  • 76.9% of mobile Facebook users access the network on an Android device, compared to 14.1% using an Apple device.

Network reach

  • Facebook is the second-most popular site in the world, behind only Google, and boasts an average time per visit of 10:57.
  • The average reach of a post is 8% of total page likes.
  • The average Facebook engagement rate for all types of page posts is 3.75%

Infographic showing Facebook engagement benchmarks for 2018

Network activity

Brands on Facebook

Learn more in our full posts on Facebook statistics and Facebook demographics.

Twitter statistics

Users

  • Twitter has 321 million monthly active users. This is a decline of 3% from 330 million users in 2017.
  • However, the number of users in the United States grew slightly in 2018, to 55.2 million.

infographic: 16.8% of the U.S. population uses Twitter

Demographics

  • 40% of Americans aged 18 to 29 use Twitter. That percentage drops with each subsequent age group.
  • As on many other platforms, individuals with a college degree are more likely to use Twitter: 32% of degree-holders use the platform, compared to 25% with some college education, and 18% with a high school education or less.

Network activity

Brands on Twitter

Learn more in our full posts on Twitter statistics and Twitter demographics.

YouTube statistics

Users

  • More than 1.9 billion logged-in users visit YouTube every month.

Demographics

  • 94% of U.S. 18- to 24-year olds use YouTube, and 73% of all U.S. adults.
  • YouTube is the top social site for U.S. teens: 85% of them use the service.
  • 40% of U.S. seniors use YouTube. Only Facebook outranks YouTube in this age category.

Network reach

Network activity

Brands on YouTube

Learn more in our full post on YouTube statistics.

Pinterest statistics

Users

  • Pinterest has more than 250 million monthly active users.
  • 77.4 million of those users are in the United States. That’s an increase of 7% from 2017.

Infographic: 23.5% of people in the U.S. use Pinterest

Demographics

Network activity

Brands on Pinterest

  • 1.5 million businesses worldwide use Pinterest.
  • 83% of weekly Pinterest users have made a purchase based on brand Pins.
  • 77% of Pinners have discovered a new brand or product on the network.
  • 84% of Pinners use Pinterest when trying to decide what to buy.
  • 66% of Pinterest users use the network to find last-minute holiday gift ideas.

Learn more in our full posts on Pinterest statistics and Pinterest demographics.

LinkedIn statistics

Users

Demographics

  • LinkedIn is especially popular among high-income earners and college graduates. About 50% of degree holders use LinkedIn, compared with just 9% of those with a high school diploma or less.
  • LinkedIn users include 10 million C-level executives, 3 million MBA graduates, and 6 million IT decision-makers.

Network activity

Brands on LinkedIn

  • 62% of businesses use LinkedIn, but 86% of B2B companies use the network.
  • There are more than 30 million companies on LinkedIn, with more than 20 million open jobs.
  • The top priority for businesses using LinkedIn in 2019 is to drive more leads (63%).
  • 90% of LinkedIn users say they are open to the right job opportunity.

Learn more in our full posts on LinkedIn statistics and LinkedIn demographics.

Snapchat statistics

Users

  • Snapchat has 186 million daily active users.
  • In the U.S., there were 84.8 million monthly active users in 2018. eMarketer predicts this will increase to 90.4 million in 2019.

Infographic: 25.7% of people in the U.S. use Snapchat

Demographics

  • 78% of Americans between the ages of 18 and 24 use Snapchat.
  • Use drops with age: 54% of those between the ages of 25 and 29 use the app, and 25% of those between 30 and 49.

Network activity

Brands on Snapchat

Infographic: % of U.S. marketers that use Snapchat for marketing purposes (28.3% in 2018)

Learn more in our full posts on Snapchat statistics and Snapchat demographics.

If you’d like to dive deeper into the above social media statistics, the sources, again, are:

Put these stats to good use by using Hootsuite to help you schedule and manage your latest social media strategies. Try it for free today!

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The post 130+ Social Media Statistics that Matter to Marketers in 2019 appeared first on Hootsuite Social Media Management.

Article syndicated from HootSuite https://blog.hootsuite.com/social-media-statistics-for-social-media-managers/

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Editor in Chief at here SMNZ, I have a passion for social and digital media. When not writing and managing SMNZ I am the Head of Innovation at TAG The Agency, a digital ad agency and the Head of Sales and Marketing for End-Game, a software development agency. I'm also involved with a number of startups and I am always keen to support those that are bold enough to give things a go. Start something, better to try than to live wondering what if...

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