Key Takeaways

• A new study from Uswitch, updated as of 2 June 2021, sought to determine the average daily screen time per app (e.g., Facebook, Instagram, etc.) for all U.S. users. According to the study, Americans spend about 58 minutes per day, roughly 325 hours per year, on Facebook. The average daily time spent on Instagram for all users is 53 minutes, which is 297 hours per year.
• DataReportal revealed that social media users in the United States spent an average of 2 hours and 14 minutes a day on social media in 2021.
• Americans aged 16 to 64 also spend 1 hour 12 minutes a day, on average, listening to broadcast radio.
• According to LinkedIn insights, "brands have seen a 33% increase in purchase intent from ad exposure on LinkedIn." Additionally, 40% of marketers in the B2B sector claim LinkedIn as the most effective social platform for generating high-quality leads.

Introduction

INSIGHTS: SOCIAL MEDIA USAGE

Social Media Usage by Platform

• A new study from Uswitch, updated as of 2 June 2021, sought to determine the average daily screen time per app (Facebook, Instagram, WhatsApp, YouTube, etc.) for all U.S. users.
• According to the study, Americans spend about 58 minutes per day, roughly 325 hours per year, on Facebook.
• The average daily time spent on Instagram for all users is 53 minutes, which is 297 hours per year.
• Additionally, the amount of daily time spent on YouTube, on average, is 40 minutes per day, or 224 hours per year.
• Uswitch's research also revealed that the average time spent on WhatsApp is roughly 28 minutes per day or 157 hours per year.
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Time Spent On Social Media

• DataReportal, an online portal that provides thousands of free reports on media usage and connected technologies, revealed that social media users in the United States spent an average of 2 hours and 14 minutes a day on social media in 2021.

Time Spent on Different Kinds of Media

• According to data from DataReportal, the average American aged 16 to 64 spends about 4 hours and 49 minutes watching TV (broadcast & streaming) per day.

• They also spend about 1 hour and 42 minutes per day, on average, reading press media (online & physical print).
• Americans aged 16 to 64 also spend 1 hour 12 minutes a day, on average, listening to broadcast radio.
• In 2021, Americans aged 16 to 64 spent an average of 58 minutes every day listening to podcasts.
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Reasons Why People Use Social Media

• When it comes to why people use social media, over 26.2% use it to stay up to date with news, 27.6% access entertaining content, 36.5% fill up spare time, and 53.9% to keep in touch with family and friends.
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Access to Social Media By Type of Device

• The Digital Report 2022 shows that more than 97% of social media users in the U.S. access social media via mobile.
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DEEP DIVE ANALYSIS: TIKTOK AND LINKEDIN

TikTok

Growth in Usage

• TikTok is used by 42.4% of internet users aged 16 to 64 in the U.S.
• The average time spent on TikTok reached 25.6 hours per month in 2021 — a 19% increase over 2020.
• The U.S. saw a user growth rate in TikTok of 787.86% between Jan 2018 and July 2020.

Growth in Advertising

• The potential reach of ads targeting Americans aged 18+ is 39.2%, or 131 million, on TikTok. The quarter-on-quarter change in TikTok ad reach is approximately 8.4%.
• According to a recent study from eMarketer, TikTok's net ad revenues in the U.S. reached $2.10 billion — a 170% increase over 2021. The research firm estimates that the social app's net ad revenues in the U.S. will grow by 184% this year.
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Usage by Different Demographics

• Along gender lines, females are dominating TikTok usage in the U.S. According to TikTok, 60% of its users are female and 40% are male.

Advertising by Different Demographics

• The female audience aged 18+ that marketers can reach with ads on TikTok is 62.1% of the total TikTok ad reach, while the male audience is 37.9%.

Advertising Effectiveness

• Hootsuite 2022 study found " that 24% of marketers considered TikTok effective for reaching their business goals, compared to just 3% in the previous year— a 700% increase."
• TikTok users spend 14% more when TikTok is part of the customer purchase journey.

Consumer Behavior

• TikTok's research into consumers' behaviors on the platform revealed that at least 37% of users who discovered a product on the platform went on to purchase it immediately.
• The research also found that 49% of users use it to discover something new, learn something new (35%), and inspiration (29%).
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LinkedIn

Growth in Usage

• LinkedIn is used by 28.7% of internet users aged 16 to 64 in the U.S.
• As of March 2021, 16.2% of LinkedIn users in the U.S. used it daily, and 48.5% used it monthly. In 2020, it was found that 22% of LinkedIn users in the U.S. used it daily, and 87% used it monthly.
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Growth in Advertising

• The potential reach of ads targeting Americans aged 18+ is 53.9%, or 180 million, on LinkedIn. The year-on-year change in LinkedIn ad reach is approximately 5.9%.
• LinkedIn generated $1.64 billion in the U.S. B2B digital display ad revenue in 2021, an increase of 27.1% year-on-year.

Usage by Different Demographics

• Along gender lines, males are dominating LinkedIn usage in the U.S. About 47.9% of LinkedIn users are female and 52.1% are male.

Advertising by Different Demographics

• The female audience aged 18+ that marketers can reach with ads on LinkedIn is 47.9% of the total LinkedIn ad reach, while the male audience is 52.1%.

Advertising Effectiveness

• According to LinkedIn insights, "brands have seen a 33% increase in purchase intent from ad exposure on LinkedIn."
• Additionally, 40% of marketers in the B2B sector claim LinkedIn as the most effective social platform for generating high-quality leads.
• LinkedIn has also been named the number 1 platform to drive B2B lead generation.

Consumer Behavior

• In a survey conducted by LinkedIn, 54% of consumers (specifically, senior executives) claim to use Twitter to share work-related videos with colleagues per week.
• Users primarily use LinkedIn for job recruitment efforts.

RESEARCH STRATEGY