Data Snapshot: Social Media Benchmark, 2015

May 5, 2015 Leave a comment

1505_DS_SocialMediaBenchmark2015_COVERWe just published a Temkin Group data snapshot, Social Media Benchmark, 2015. This is our annual analysis of how consumers use different social media sites on computers as well as on mobile phones (see last year’s data snapshot).

Here’s the data snapshot description:

In January 2015, 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, January 2013, and January 2014. 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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This research has 14 data-rich graphics. Here’s a portion of one showing the daily social media activity via both computers and mobile devices for U.S. consumers:

1505_SocialMediaCOmputerMobile

Some of the findings form the research include:

  • Consumers increased their daily computer usage across all nine social media sites we examined. While daily Facebook access showed the smallest increase, from 46.5% in 2014 to 47.1% in 2015, Twitter jumped the most as daily computer users increased from 13.4% to 16.1% over the past year.
  • Social media activity grew even faster on mobile devices. Daily mobile usage of Facebook increased the most, from 29.3% in 2014 to 36.1% in 2015. Pinterest showed the most momentum, growing its audience of daily mobile users from 8.0% to 11.4% over the last year.
  • The youngest group of consumers we studied, those between the ages of 18 and 24, lowered their daily computer usage of Facebook, LinkedIn, Twitter, Google+, as well as with ratings and review sites like Yelp and TripAdvisor. Those young adults also lowered their daily mobile use of LinkedIn and Google+.
  • These young adults are very mobile-centric, as they are more likely to use Facebook, LinkedIn, Twitter, and Pinterest daily on their mobile devices than on their computers.
  • Consumers between the ages of 25 and 34 are the most active on Facebook, Twitter, Google+, Pinterest, and ratings sites.
  • Across both computers and mobile devices, consumers between 35- and 44-years-old showed the most increase in daily social media activity between 2014 and 2015.
  • iPhone users are the most active on Facebook, Twitter, and Pinterest, while Blackberry users are the most active on LinkedIn, Tumblr, and ratings sites.

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The bottom line: Mobile use continues to rise

Filed under Bruce Temkin Research, CCXP2 Voice of the Customer, Customer Insight, and Understanding, Customer Connectedness, Customer experience, Isabelle Zdatny Research, Temkin Group Research, Trends

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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