Ad Age Datacenter releases reach, share and ad revenue data for social media platforms

Ad Age Datacenter releases reach, share and ad revenue data for social media platforms
By
10 October 2016



Advertising Age has published 9 graphs showing the current state of the social media market.

Key points:

  • Of the 8 social media platforms included in the study, Facebook has the largest audience: 257.8M unique visitors (desktop +mobile).
  • Facebook has the largest % reach of the digital audience aged 18 and over: 90.4%.
  • Facebook has the highest % reach for every age group, ranging from 76.7% of those aged 65+ to 98.5% of those aged 25-34.
  • In 2015 87.6% of teenagers used one or more social media platforms, down from 89.6% in 2014.
  • In 2015, 53.9% of teenagers used Facebook, down from 64.4% in 2014.
  • Use of social media platforms by teenagers increased from 2012 to 2015 except for Facebook where reach declined from 71.7% to 53.9%. (Reach of Vine decreased from 24.5% in 2014 to 24.1% in 2015.)
  • In 2015 Facebook had a 74.3% share of US social network ad revenue, and a 69.1% share of world social network ad revenue.
  • Mobile’s share of US social media ad spending increased from 2% in 2011 to 56% in 2015.
  • In 2015, 90.0% of US social network users used Facebook.
  • Top 3 answer to the question “What action is your firm taking in the coming year to increase influence and brand reach?” were:
    1. Improve digital sites (mobile and online) 37%
    2. Initiate or extend social media activity 35%
    3. Change/improve creative strategy 33%


Terrific research. But note that survey population for that last question consisted of “decision-makers whose firms are prioritizing increasing influence and reach in the market”. That’s not the same as “decision-makers who want to sell a lot of stuff at a profit” which is what the prudent decision-maker should be trying to do above all else.




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External Article: http://adage.com/article/news/social-media-poster/305631


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