Social media has opened up the world to business owners. From multi-national enterprises worth hundreds of billions of dollars, all the way to a start-up of nothing more than a computer in a local coffee shop, social media equalizes the playing field and makes it possible for those who interact social media interaction to increase exposure while improving marketing outreach. Learning about how to improve a social media footprint isn't just for those who are just starting off though. Anyone and everyone who owns an online business need to find new and improved ways to harness the power of social media. To do so, here are several shocking facts about social media and how each can be implemented into a company’s online marketing strategy.
Just How Big Is Social Media
The world’s population continues to grow and, with it, so do the number of social media users. How popular has social media become? One of the more interesting facts about social media 2017 had to offer points directly to the expansive growth of social media as a whole. According to The Next Web (2017) in January 2017, the global population hit 7.476 billion people. Of that, 3.773 billion people use the Internet, which makes up 50 percent of the global population. This breaks down further to 2.789 billion global (and active) social media users. What may prove to be one of the more interesting social media facts 2017 displayed was over 4.9 billion people use mobile phones, which is nearly 1.2 billion more than those who access the Internet. Nearly 100 percent of social media users access their accounts through a phone, rather than a computer, with 2.549 billion active mobile social media users.
The main point to take away from these facts is, outside of the quick-growing world population, nearly a third of the world's population actively uses at least one social media account, and this typically occurs through a mobile device, not a computer. For businesses looking to market and post content onto social media platforms, it is more important now more than ever to ensure everything remains mobile friendly.
Internet Connected Devices
With half of the world's population not logged on, it is more important now for a business owner than ever before to properly format content, both on company websites and for social media, to make sure everyone can accurately view the published material. According to the same The Next Web (2017) publication, more people now log online through their mobile phone (50 percent of users) than through their desktops or laptops (45 percent). Mobile phones saw a 30 percent increase in Internet activity over just the last year, which means this usage separation likely has increased. Tablet Internet usage makes up five percent while other devices, such as gaming devices, make up just 0.12 percent.
Active Daily Users
Different social media platforms grow at different clips. Facebook has and continues to dominate with regards to sheer numbers. However, when considering social media facts 2017 has provided, some of the newer platforms have demonstrated the fastest level of growth. According to Lillian James Creative (2017), 13-year-old Facebook has the largest active daily user numbers at 1.18 billion. The second most active social media platform is 12-year-old YouTube at one billion active daily users. These are, by far, the two most popular and utilized social media platforms, with the next four social media accounts added up not able to hit a billion. Both Instagram (seven years old) and Snapchat (six years old) have 150 million active daily users, while Twitter (11 years old) has 136 million active users and LinkedIn (14 years old) sees 122 million active users a day.
Not all users access their accounts on a daily basis though, so these numbers do not give the entire picture. In fact, all of these social media platforms are much more popular when looking at the total number of users who access their accounts at least once a month. According to Critical Future (2017), Facebook has a total of 1.86 billion active users when not just looking at daily visits. Instagram has 600 million monthly users, LinkedIn pushes to 467 million active users while Twitter inches up to 313 million active users. Other platforms that are worth mentioning when looking at monthly users include Google+ (with 375 million monthly users) and Pinterest at 150 million active monthly users.
Social Media Statistics for Business 2017
One of the major benefits businesses with a strong social media presence can utilize is the ability to garnish free online advertising. This occurs when followers of a company’s social media account share posts, discuss products and inform others of the services of the online business. This converts current customers into marketing outlets, without spending a cent in doing so. Companies need to understand how social media statistics for business 2017 information can point to ways to boost online exposure.
According to the Delhi School of Internet Marketing (2017), 95 percent of individuals between the ages of 18 and 34 follow at least one product or brand through social media. However, most who comment, interact and share content regarding a particular brand is actually not direct followers or subscribers of the particular brand. As the Delhi School of Internet Marketing points out, 96 percent of all comments posted about a brand are not done by followers/subscribers of the brand.
When sharing content on social media platforms, there are ways businesses can ensure maximum exposure and interaction. As the social media statistics 2017 outlines, posts with visuals attached are 40 times as likely to be shared on a lead's own social media profile than posts without any kind of picture or video element to it. This information isn't just true for Facebook though, as Tweets that include images are 18 percent more likely to be clicked on than tweets without visuals.
With these statistics in mind, there is a reason why so many visual-based social media platforms continue to grow and drive traffic back to websites. For companies that post to Pinterest, 25 percent of all traffic generated by social media accounts comes from Pinterest. While Pinterest doesn't have the same kind of following or user interaction as platforms like Facebook or YouTube, social media user statistics indicate it is a major tool in boosting traffic and increasing potential leads.
Different forms of social media affect purchasing decisions more than others. Therefore, businesses need to not only look at the social media statistics for business 2017 edition for examples, but to spread out the company's footprint onto other social media outlets. Three of the top performing social media platforms, at least in terms of generating leads and sending potential customers to websites are Facebook, Twitter, and Pinterest (according to Business 2 Community, 2017). In terms of obtaining additional product information, 43 percent of would-be customers look to Pinterest (43 percent), with 25 percent of possible clients turning to Facebook and 26 percent to Twitter. Pinterest also stands as the best social media platform to provide purchasing location information, with 38 percent of possible customers using Pinterest for the information. These numbers drop to 28 percent for Twitter and just 15 percent for Pinterest.
In terms of obtaining additional product information, 43 percent of would-be customers look to Pinterest (43 percent), with 25 percent of possible clients turning to Facebook and 26 percent to Twitter. Pinterest also stands as the best social media platform to provide purchasing location information, with 38 percent of possible customers using Pinterest for the information. These numbers drop to 28 percent for Twitter and just 15 percent for Pinterest.
According to the same study, Facebook is the best platform for providing purchase alerts and updates on product sales. 37 percent of social media account users prefer to receive updates via Facebook rather than the other posts (as these posts easily become lost in the dozens, if not hundreds of other updates originating in Twitter and Pinterest).
Twitter, on the other hand, has its own benefits. When a customer already knows they want to make a purchase, purchase reminders are best served coming from Twitter. Customers are more likely to discover a brand-new product through Twitter posts, and product recommendations generate more attention and recognition on Twitter than on the other two platforms. All of these social media statistics 2017 information points to the need for companies to focus efforts on multiple social media accounts and not just one.
With not only the continued advancements of social media but of mobile devices as well, more and more users now turn to their smartphones for social media interaction rather than traditional desktops. According to Sparity (2017), the average American spends around 2.7 hours a day socializing with others on their mobile device. In fact, this is twice as much time the average American spends eating during the day. According to the same study, 91 percent of all Internet usage on mobile devices is done on a social media account. This number drops to 79 percent when looking at socialization done via a traditional desktop.
As the same Sparity study points out, women between the age of 35 and 54 are the largest consumer of mobile socialization. However, it is important for business owners and advertising specialists to understand the company's own key demographic, as the average mobile consumer of information and socialization with the brand may change based on the profile of the business.
Social Media Demographics
When considering social media user statistics for 2017, it can help businesses understand how to reach particular demographics with each social media platform. Facebook remains the most popular social media service, with, according to Server Cake (2017), 83 percent of female Internet users and 75 percent of male Internet users on the platform. For teenagers, Instagram is growing in popularity, with 32 percent of teenagers now considering Instagram as their go-to social media platform. Millennials are also more likely to use Twitter, with 81 percent of Millennial Twitter users logging onto their Twitter account at least once a day. As for Instagram users, women are more likely to use Instagram than men though, as 38 percent of female Internet users utilize Instagram, as compared to 26 percent of men.
Social Media Usage Statistics by Country
For international businesses or companies that are looking to grow social interaction with nations outside of the current reach, it is important to investigate the social media usage statistics by country or region for 2017. According to We Are Social (2017), 66 percent of individuals living in North America do use at least one social media platform. This is the highest in the world. However, other regions are not far behind. Social media user statistics indicate South America as the next highest region, with 59 percent of residents turning to social media. Other regions with an over 50 percent exposure rate include East Asia, Oceania (Australia and New Zealand), Central America and West Europe. Southeast Asia (47 percent) and East Europe (44 percent) are quickly moving in this direction.
As the We Are Social numbers indicate, regions with low social media penetration are typically due to infrastructure issues or the lack of strong data networks. Central Asia is the lowest region of the world, with just seven percent of residents using a social media service. Africa is next on the list at 14 percent, and South Asia (India and Pakistan) is at 15 percent.
In terms of which social media platforms are the most popular, Facebook remains the go-to social media service throughout much of the world. This is the case for North, Central and South America, all of Western Europe, India, Australia, New Zealand and most of Southeast Asia. China has very strict Internet regulations, so many American based websites are not allowed. Due to this, a Chinese version of Facebook known as QZone is the top social media site in the nation. The same is true in Russia, with a Facebook-like service known as V Kontakte standing as the most popular platform (according to World Economic Forum, 2017).
As the World Economic Forum research indicates though, a few other American based social media services top a select number of other countries. Twitter, for example, is the most popular social media service in Japan. LinkedIn, on the other hand, is popular in a few different African nations. Social media user’s statistics 2017 information also points to Instagram as being the most popular service in Iran,
Zimbabwe and Namibia.
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How important is social media in your marketing strategy? Has it helped improve your engagement and overall traffic?