Category: Research

Findings that can guide communication efforts.


Most Visitors Still from Desktop, But Most Time Spent by Mobile Users

The “Global Digital Future in Focus” study from comScore suggests that website visits are flat and mobile visits are growing. The data also shows that while there are still more visitors from desktops, mobile visitors spend more time at sites.

More findings:

  • Applications dominate mobile minutes. Within the US, apps were responsible for 88 percent of mobile use. Further, smartphone app users spend 49% of their app time with their single favorite one.
  • More than 160 sites and apps reach at least 10% of US users. Within the US, the top 5 apps by reach are: Facebook; YouTube; Google Search; FB Messenger; and Snapchat.
  • 68% of video views in the US occurred on mobile devices.

The full report, with data from the US and worldwide, is available to download.

Not Dead Yet!

The headlines catch our eye. Millennials are moving away from social media, says the NY Post. Twitter is dying. While there is a kernel of truth to be had, the latest data from Pew makes it clear that social media will continue to be important for marketing and communication for years to come.

The latest annual social media survey of U.S. adults finds that the social media landscape is defined by a mix of long-standing trends and emerging narratives. Pew began surveying about the use of different social media in 2012

Facebook and YouTube continue to dominate. Younger Americans (especially those ages 18 to 24) embrace a variety of platforms and use them frequently.

2018Pew

Facebook is the primary platform for 68 percent of Americans. About three-quarters of those users access Facebook on a daily basis. A majority of Americans across  all demographic groups except 65+ now use Facebook.

YouTube is now used by nearly three-quarters of U.S. adults and 94% of 18- to 24-year-olds.

The share of social media users who say these platforms would be hard to give up has increased by 12 percentage points compared with a survey conducted in early 2014. But, 59% say it would not be hard to stop using these sites, including 29% who say it would not be hard at all to give up social media.

More Insights

  • 68% of U.S. adults are Facebook users
  • Other than YouTube, no other social media sites or apps are used by more than 40% of American
  • There continues to be substantial differences in social media use by age group and even within age groups

The report offers rich insight by platform and by user demographics. This is my go to resource as I research effective platforms for clients all year.