We Still (Mostly) Like the Internet

A Pew Research Center survey of U.S. adults conducted in January 2018 finds the vast majority of internet users (88%) say the internet has been a mostly good thing for them personally.

However, Americans are somewhat more ambivalent about the impact of digital connectivity on society as a whole. A majority of online adults (70%) believe the internet has been a good thing for society. The share of online adults saying this has declined by 6 percentage points since early 2014, when the Center first asked the question.

This shift in opinion regarding the ultimate social impact of the internet is particularly stark among older Americans. Today 64% of online adults ages 65 and older say the internet has been a mostly good thing for society. That represents a 14-point decline from the 78% who said this in 2014. The attitudes of younger adults have remained more consistent over that time: 74% of internet users ages 18 to 29 say the internet has been mostly good for society, comparable to the 79% who said so in 2014.


Positive Views Are Tied to Information Access and Connecting with Others

Those who think the internet has had a good impact on society tend to focus on two key issues:

  • 62% of those with a positive view mentioned how the internet makes information much easier and faster to access
  • 23% of those with a positive view mentioned the ability to connect with other people

By contrast, those who think the internet is a bad thing for society gave a wider range of reasons for their opinions:

  • 25% say the internet isolates people from each other or encourages them to spend too much time with their devices
  • 14% cite concerns about its effect on children
  • 13% believe it encourages illegal activity
  • 5% have privacy concerns or worries about sensitive personal information being available online

Many are Smartphone Internet Users at Home

One-in-five Americans (20%) are now “smartphone only” internet users at home. They own a smartphone but do not subscribe to traditional broadband service for home use. This represents a 7-point increase over 2015.

As has consistently been true in past surveys conducted by Pew, those who rely on their smartphones for home internet service are less likely to have attended college compared with those with traditional broadband service. They also report living in lower-income households.

Also, 15% of Americans indicate that they have neither broadband service at home nor a smartphone. A large share of this group is not online at all.

See the full Pew report.

The Content Your Target Audience Wants

Yes, content is king online. Meaningful, interesting, insightful content, that is. It’s not about quantity, it’s about quality.

Say something meaningful and it will get attention. Put out volumes of words just to stick to the idea that any content is worthwhile and you are wasting your time.

Go figure that Facebook and other social media, which were not founded on ideals of great communication, are reminding us all that quality matters over quantity. Your brand no longer gets good social reach unless your content is worthy.

Content Your Audience Wants

So what content does your target customer need from you? The better you know your ideal customer, the easier it is to answer this question.

You need to know your audience. Who are they, specifically? What do they think? What do they want? What do they need from you and why? How can you help them solve their greatest problems?

Great content will do these things for your target audience:

  • Inspire
  • Entertain
  • Connect in a human way
  • Solve problems
  • Help them achieve goals

Provide content they value in words, images and video, and you will have content that matters.

Discover the Best Social Media Marketing Tools for 2018

Guest Post by David Coen, Design Wizard

2018 is here, and in the marketing world, social media is more popular than ever. Thanks to the rise of new technologies, and the ongoing human desire to stay connected with the people who matter, we currently have more than 3.196 billion social media users online. That’s 42% of the world.

With numbers like that, it’s safe to say that if you don’t already have a social media marketing plan in place, you could be seriously missing out. Social media isn’t just another channel for your marketing efforts, it’s a crucial way to strengthen your relationship with your target audience, and one of the most cost-effective ways to build brand awareness. The trouble is, keeping on top of your social campaigns while also dealing with dozens of other business tasks can be quite the challenge.

When you’re dealing with the complex process of running a company, it’s hard to keep track of your social schedule, respond to comments, and even analyse your campaigns. That’s where the top social media tools for 2018 come into play.

The Rise of Social Media

Social media channels have been around for quite a while now. However, every year, they seem to become more deeply ingrained in our day-to-day lives. Customers around the world are connecting with companies on everything from Twitter, to Instagram, and brands are seeing the results. The trouble is, according to social media Examiner, while 97% of marketers are currently investing in social media, around 85% aren’t sure which tools they should be using to boost their performance.

Social media can offer countless benefits to modern companies, providing them with access to greater brand reach and even the potential for stronger customer loyalty. Around 71% of customers say that they’ll be more likely to recommend a company to a friend if they already follow that brand on social media.

However, if you want to get the most out of your social marketing campaign, you can’t just make a profile on your favorite channel and hope for the best. You’ll need the tools to track and improve your campaigns too.

Tap into Social Media Marketing Tools

Social media can make your customers more loyal and lucrative. However, if you want to get those results, then you’ll need to have the right tools in place to not only measure the performance of your campaigns but also respond to customers when they comment on your pages. This means investing in the tools that give your team the support they need for a stronger social media presence.

So, which tools do you need? Well, there’s no one-size-fits-all approach to social media marketing. However, our infographic on the 20 hottest social media marketing tools for 2018 could give you the initial insight you need to make an informed and confident decision.

These tools will provide you with the guidance and support you need to get the most out of your future social media marketing campaigns, whether you’re working with influencers on Instagram, or posting videos on Facebook.

By the time you’ve finished reading, you should have a list of fantastic, and proven tools to explore, just in time for your next social media initiative.