Social media is constantly changing. In the past year, we saw Instagram hit the 1 billion monthly active users mark and Pinterest reach 250 million monthly active users. Snapchat reported its first decline in users (but still remained dominant among teens), with Instagram Stories eclipsing Snapchat’s daily active user base. And we saw platforms like Facebook Watch and IGTV fuel the rise in episodic video. As marketers, it’s imperative to stay up to date on the latest trends and research in order to know how to adjust strategies or where to shift budgets. To that end, we’re providing a roundup of the most important social media statistics you should know going into 2019.
1. US marketers are expected to spend $32.18 billion on social advertising this year, with $9.82 billion being spent on social video advertising.
2. 88 percent of US moms are on Pinterest, and 66 percent of Pinners who view content from brands say they’ve made a purchase as a result.
3. 39 percent of consumers are unlikely to become emotionally attached to a brand unless they’re interacting and communicating with it via social media.
4. When visiting Facebook Watch for intentional viewing, users stay to watch videos 5X longer than in the News Feed, where they’re in discovery mode.
5. 65 .1 million US millennials (or 89.2 percent) will watch digital video this year, and nearly half (47 percent) of younger millennials would watch their favorite TV show on social media if they were available.
6. 45 percent of US internet users say that their mobile device is quickly becoming their most important shopping tool, up from 29 percent in 2015.
7. 66 percent of brands have adopted social commerce features in the last year. As platforms expand commerce options, expect that number to grow.
8. 71 percent of US consumers prefer to discover products in the Instagram feed, and 58 percent opt for Instagram Stories for unfiltered content.
9. 51 percent of kids ages 13-17 use Facebook, down from 71 percent three years ago. The top three most popular platforms among teens are YouTube (85 percent), Instagram (72 percent), and Snapchat (69 percent).
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