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SOCIAL MEDIA TRENDS - US - APRIL 2018

Published By :

Mintel

Published Date : Apr 2018

Category :

Media

No. of Pages : N/A

This Report covers trends in social media, inclusive of which services carry the greatest engagement with users and the types of content shared and consumed, including influencer marketing, ads, and coupons. Other topics explored in the Report include the use of social media for product research and discovery, and the use of social media as a communication platform for brands. This Report explores how user generated content on dedicated services connects people, products, and brands.

Table of contents

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Secondary sites serve a primarily young audience
Figure 1: Daily usage of four or more social media services, by age, February 2018
Older ages have limited contact with brand content
Figure 2: Engagement with brands on social media, by age, february 2018
Sharing of brand content atypical
Figure 3: Types of content shared, February 2018
The opportunities
Smaller sites offer access to heavy users
Figure 4: Number of services used daily, February 2018
Reaching young women
Figure 5: Response to ads on social media, by gender and age, february 2018
Going viral with 18-34s
Figure 6: Types of content shared, by age, February 2018
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Ad sales to double over 2017-22
Lower-income groups drive brand engagement
MARKET SIZE AND FORECAST
$4.5 billion in growth in sales for 2018
Figure 7: Total US sales and fan chart forecast of social media ad spending, at current prices, 2012-22
Figure 8: Total US sales and forecast of social media ad spending, at current prices, 2012-22
MARKET FACTORS
Age predominant factor in number of services used
Figure 9: Daily usage of four or more social media services, by age, February 2018
Figure 10: Product research and purchases on social media, by age, february 2018
Growth in population of young adults limited
Figure 11: US population by age, 2013-23
Households with children in decline
Figure 12: Households with related children, 2007-17
Figure 13: Response to ads on social media, by parental status, February 2018
Figure 14: Engagement with brands on social media, by parental status, February 2018
Lower-income groups reign in usage, volume
Figure 15: Use of four or more social media services daily, by household income, February 2018
Lower-income households more inclined to share
Figure 16: Types of content shared, by household income, February 2018
Bulk of population in higher-usage, lower-income groups
Figure 17: Household income distribution, 2016
Figure 18: Household income distribution, by age of householder, 2016
KEY PLAYERS – WHAT YOU NEED TO KNOW
Critical mass plays to incumbents
Limited function means limited users
Touting moral qualities
WHAT’S WORKING?
Facebook beats in frequency of usage
Figure 19: Use of social media services, February 2018
Adding a feature easier than creating a network
Figure 20: Daily users as share of total users, February 2018
WHAT’S STRUGGLING?
Daily pull of Reddit, Tumblr, LinkedIn low
Figure 21: Social media laggers in daily users as share of total users, February 2018
WHAT’S NEXT?
Pinterest expands visual search, social shopping, augmented reality
Visual search
Social shopping
Augmented reality
Facebook leveraging offspring sites
Facebook’s crisis of conscience may dampen its appeal
THE CONSUMER – WHAT YOU NEED TO KNOW
Advantages available in smaller services
Majority watch video, see content from friends/family
Social secondary for news/entertainment
Social shines in research and discovery
NUMBER OF SERVICES USED
More bang for buck at smaller services
Figure 22: Number of services used daily, February 2018
Smaller sites reach active users
Figure 23: Product research and purchases on social media, by social media service, february 2018
Middle-aged men into YouTube
Figure 24: Use of four or more social media services daily, by gender and age, February 2018
TYPES OF CONTENT CONSUMED AND SHARED
Tips and deals best content for ads
Figure 25: Types of content consumed, February 2018
Social remains personal
Figure 26: Types of content shared, February 2018
Young women tops in sharing
Figure 27: Types of content shared, by gender and age, February 2018
Brand-related content consumed and shared by younger ages
Figure 28: Types of content consumed, by age, February 2018
IMPACT OF SOCIAL MEDIA ON NEWS AND ENTERTAINMENT
Social rarely primary media form
Figure 29: Impact of social media on news and entertainment, february 2018
Youngest groups see social sufficient for entertainment and news
Figure 30: Impact of social media on news and entertainment, by age, february 2018
Social more central to lives of Hispanic Millennials
Figure 31: Impact of social media on news and entertainment, by Hispanic origin, february 2018
ENGAGEMENT WITH ADS AND BRANDS
Social outperforms other digital ad options
Figure 32: Response to ads on social media, february 2018
Social: where young women engage with brands
Figure 33: Response to ads on social media, by gender and age, february 2018
Figure 34: Viewership of ads on linear television, by gender and age, October 2017
Minority engage with brands, follow influencers
Figure 35: Engagement with brands on social media, february 2018
One in four use social for research and discovery
Figure 36: Product research and purchases on social media, february 2018
Half of women 18-34 follow brands, influencers
Figure 37: Engagement with brands and influencers on social media, by gender and age, february 2018
Figure 38: Product research and purchases on social media, by gender and age, february 2018
PARENTS AND SOCIAL MEDIA
Younger age of parents lifts social activity
Figure 39: Types of content consumed, by household income, February 2018
Figure 40: Sharing content, by parental status, February 2018
Figure 41: Engagement with promotions and sponsored content, by parental status, February 2018
Figure 42: Impact of social on news and entertainment, by parental status, february 2018
Figure 43: Product research and purchases on social media, by parental status, february 2018
IMPACT OF HOUSEHOLD INCOME ON SOCIAL ACTIVITY
Lower-income groups more active on social
Figure 44: Response to ads on social media, by household income, february 2018
Figure 45: Types of content consumed, by household income, February 2018
Figure 46: Impact of social on news and entertainment, by household income, february 2018
Figure 47: Engagement with brands on social media, by household income, february 2018
Figure 48: Product research and purchases on social media, by household income, february 2018
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations
APPENDIX – THE MARKET
Figure 49: Total US sales and forecast of social media ad spending, at inflation-adjusted prices, 2012-22

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