Report: Social Media Benchmark, 2013

We just published a Temkin Group report, Social Media Benchmark, 2013. This data snapshot examines how often consumers use social media on their computers and mobile phones.

In January 2013 we surveyed 10,000 U.S. consumers about their social media use patterns and compared the results to data that we collected in January 2012. This analysis examines the use of Facebook, LinkedIn, Twitter, Google+, and third-party rating sites. This report also examines how the data varies by type of mobile phone and identifies consumers’ preferred communication channels. The analysis breaks down the data by age group.

Download report for $195

The first figure in the report (out of 10 total data graphics) shows the change in social media use between 2012 and 2013, highlights a reduction in active Facebook usage especially by younger consumers.


Here are some interesting factoids about social media and mobile usage in the U.S.:

  • The percentage of active Facebook users has declined for consumers younger than 55, but it’s on the rise for older consumers.
  • One-quarter of consumers use their mobile phones to access Facebook daily while 10% access Twitter, 8% access Google+, and 6% access LinkedIn that frequently.
  • More than 90% of  consumers under the age of 45 who use LinkedIn, Google+, and third party rating sites daily on their computers are also doing so on their mobile devices.
  • iPhones and Android phones dominate younger consumers while Blackberry’s sweet spot is with 35- to 54-year-olds. Windows Mobile has only 2% of the market, but its share is consistent across age groups
  • iPhone users are the most likely to access Facebook and Twitter daily while Blackberry users are the most likely to access Google+, LinkedIn, and third party rating sites.
  • Young consumers prefer to connect with friends via text message, but that preference has declined since 2012. Older consumers prefer to make calls on landlines while those in their 40s and 50s prefer to talk on their cell phones

Download report for $195

The bottom line: Mobile is a big catalyst for social media


Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (, and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile:

2 thoughts on “Report: Social Media Benchmark, 2013”

  1. I believe there is an error in your chart. Above the daily usage chart (the bottom one) you wrote that it presented data from “2013-2013”. Did you mean 2012-2013? Overall, this is a very clear analysis of fluctuations in social media usage.

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