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2013 Research

Data Snapshot: Social Media Benchmark, 2013

April 2013

In January 2013 we surveyed 10,000 U.S. consumers about their social media use patterns and compared the results to data that we collected in January 2012. This analysis examines the use of Facebook, LinkedIn, Twitter, Google+, and third-party rating sites. This report also examines how the data varies by type of mobile phone and identifies consumers’ preferred communication channels. The analysis breaks down the data by age group.

The first figure in the report (out of 10 total data graphics) shows the change in social media use between 2012 and 2013, highlights a reduction in active Facebook usage especially by younger consumers.


Here are some interesting factoids about social media and mobile usage in the U.S.:

  • The percentage of 18- to 24-year-olds that use Facebook daily on their computers has dropped by 9.8 percentage points between 2012 and 2013.
  • One-quarter of consumers use their mobile phones to access Facebook daily while 10% access Twitter, 8% access Google+, and 6% access LinkedIn that frequently.
  • More than 90% of  consumers under the age of 45 who use LinkedIn, Google+, and third party rating sites daily on their computers are also doing so on their mobile devices.
  • iPhones and Android phones dominate younger consumers while Blackberry’s sweet spot is with 35- to 54-year-olds. Windows Mobile has only 2% of the market, but its share is consistent across age groups
  • iPhone users are the most likely to access Facebook and Twitter daily while Blackberry users are the most likely to access Google+, LinkedIn, and third party rating sites.
  • Young consumers prefer to connect with friends via text message, but that preference has declined since 2012. Older consumers prefer to make calls on landlines while those in their 40s and 50s prefer to talk on their cell phones


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