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Who Is Online?

Think just about everyone is online, using the internet and social media? And, that we all have smartphones? Actually, the majority do, but thinking we ALL do is a mistake. This according to the latest data on who is online worldwide from Pew.

Who Is Online in the United States

  • 90% of people report using the internet at least occasionally, via computer or smartphone
  • 84% of people 50 and older use the internet at least occasionally, 98% of people age 30-49 and 100% of people age 18-29
  • In general, the higher a person’s level of education and income, the more likely they are to be online
  • 81% have a smartphone
  • 73% use social media (56% o people 50 and over, 84% of people age 30-49 and 91% of people age 18-29)

The Pew analysis focused on internet, social media and mobile phone use in 34 countries. Data was drawn from a Pew Research Center survey conducted across 34 countries from May 13 to Oct. 2, 2019, totaling 38,426 respondents. Data on internet and mobile phone usage for the United States is from a Center survey of 1,502 respondents conducted Jan. 8 to Feb. 7, 2019.

What People Do Online

 

Effective Video Tips Gleaned from the Best

Pew Research Center recently examined YouTube channels with at least 250,000 subscribers to gain insights. These popular channels alone posted nearly a quarter-million videos in the first seven days of 2019, totaling 48,486 hours of content.

YouTube is a global phenomenon. Just over half of these channels (56%) posted a video during the first week of 2019, and the majority of these active channels (72%) posted at least one video that was partially or completely in a language other than English.

Videos aimed at children were highly popular, as were those that featured children under the age of 13 – regardless of their intended audience. Videos featuring a child or children who appeared to be under the age of 13 – regardless of whether the video in question was aimed exclusively at children or not – received nearly three times as many views on average as other types of videos.

Content involving video games also popular. Content about video games was one of the most popular genres of content as measured by total views during the seven days of the study period, and these videos also tended to be much longer than other types of videos.

Certain video title keywords were associated with increased view counts. Videos mentioning words like “Fortnite,” “prank” or “worst” received more than five times as many views at the median as videos not mentioning those words. The word “Trump” in video titles was associated with a significant increase in median views among videos about American current events or politics.

Cross-promotion of videos with other social media channels increases views. Seven-in-ten of these videos mentioned other prominent social media platforms such as Instagram or Twitter in their description (either in links or in the text itself), and those that did received more views than videos that did not link to other platforms.

Read the complete analysis.

Online Audience Is Stable But Demanding

The percentage of Americans who go online, use social media, or own key devices has remained stable the past two years, according to Pew Research Center data.

  • The shares of U.S. adults who say they use the internet, use social media, own a smartphone or own a tablet computer are all nearly identical to the shares who said so in 2016.
  • The share who say they have broadband internet service at home currently stands at 65% – nearly identical to the 67% who said this in a survey conducted in summer 2015.
  • There has actually been a small dip in the overall numbers of computer owners over the last two years – from 78% in 2016 to 73% today.

For marketers, the online audience has arrived. Growth will not come from increased volume of potential connections, it will come from strategic efforts to engage with people who are already online.

What do they want? Authentic, personalized engagement with you. According to recent research from Slackla, audiences crave authenticity online. They are also looking for personalized experiences.

Brands that are able to tap into these needs will succeed in capturing the attention of people who are online and waiting.