Data Snapshot: Social Media Benchmark, 2016

1607_DS_SocialMediaBenchmark2016_COVERTemkin Group just published a data snapshot, Social Media Benchmark, 2016. This annual research effort shows how consumer use of social media sites on both computers and mobile phones are changing. Here’s a description of the data snapshot:

In January 2016, 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, January 2014, & January 2015. 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.

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The data snapshot has 13 graphics with data. Here’s a portion of one of the graphics:.

1607_DailySocialMediaComputersMobile

Here are a some additional findings from the research:

  • Daily use of Twitter, Facebook, and Pinterest on computers and mobile phones grew by 2 or more percentage points since last year. Tumblr grew 2 points on mobile phones.
  • All age groups of consumers under 45-years-old less frequently visited company Facebook pages on computers.
  • LinkedIn grew the most with 18- to 24-year-olds on computers, and 45- to 54-year-olds on mobile phones.
  • In most cases, mobile usage is strongest with 18- to 24-year-olds.
  • 18- to 24-year-olds had the largest drop in Facebook use, on both computers and mobile phones.
  • 45- to 54-year-olds had the largest jump in daily Facebook use, on both computers and mobile phones.
  • 25- to 34-year-olds are the largest daily users of almost all social media, on computers and mobile phone.
  • 18- to 24-year-olds are the largest daily users of Tumblr.

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Written by 

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 leading-edge XM 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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