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The Social Habit 2019 from Edison Research

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Research on the social media habits of Americans in 2019

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The Social Habit 2019 from Edison Research

  1. 1. T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit The Social Habit 2019from Edison Research
  2. 2. T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit TheSocialHabit Study Overview ‣ The Social Habit is an in-depth look at social media users in the U.S. with data from the following studies: ‣ National Telephone Survey: The Infinite Dial® 2019 from Edison Research and Triton Digital ‣ In January/February 2019, Edison Research conducted a national telephone survey of 1,500 people aged 12 and older, using random digit dialing techniques to both cell phones and landlines (U.S. Population 12+). Telephone data weighted to national 12+ U.S. population figures ‣ National Online Survey: The Social Habit Survey from Edison Research ‣ In May 2019, Edison Research conducted a national online survey of 850 people aged 13 and older. Data has been weighted to match The Infinite Dial ® ‣ In-person In-depth-Interviews: The Social Habit Interviews from Edison Research ‣ In April 2019, Edison Research interviewed twelve social media users age 18-29 who report using Facebook less recently or have stopped altogether
  3. 3. T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit Social Media TheSocialHabit
  4. 4. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit 10 21 44 53 57 63 66 70 77 80 77 79 2008* 2009* 2010* 2011* 2012* 2013 2014 2015 2016 2017 2018 2019 Social Media Usage * 2 0 0 8 - 2 0 1 2 : E V E R U S E F A C E B O O K , T W I T T E R , O R L I N K E D I N % U S I N G S O C I A L M E D I A Estimated 223 Million TOTAL U.S. POPULATION 12+
  5. 5. T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit JENNIFER , AGE 25 “I don’t want to miss something, be it what someone wore or an event they went to or something interesting.” TheSocialHabit
  6. 6. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit Social Media Brand Awareness 95 88 90 82 70 58 94 87 87 83 69 58 96 93 92 87 72 64 54 Facebook Instagram Twitter Snapchat Pinterest LinkedIn WhatsApp 2017 2018 2019 TOTAL U.S . POPULATION 12+ % A W A R E O F S O C I A L M E D I A B R A N D
  7. 7. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit Social Media Brand Usage 67 34 30 29 22 23 62 36 31 31 22 21 61 39 31 31 22 19 18 Facebook Instagram Pinterest Snapchat LinkedIn Twitter WhatsApp 2017 2018 2019 TOTAL U.S . POPULATION 12+ % U S I N G S O C I A L M E D I A B R A N D
  8. 8. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit Social Media Brand Users in the Last Month 65 31 24 27 15 19 59 34 25 29 16 16 58 36 24 28 15 17 15 Facebook Instagram Pinterest Snapchat LinkedIn Twitter WhatsApp 2017 2018 2019 TOTAL U.S . POPULATION 12+ % U S I N G S O C I A L M E D I A B R A N D
  9. 9. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit Social Media Brand Users in the Last Week 61 29 16 24 11 15 55 30 17 26 11 13 54 33 18 25 11 14 12 Facebook Instagram Pinterest Snapchat LinkedIn Twitter WhatsApp 2017 2018 2019 TOTAL U.S . POPULATION 12+ % U S I N G S O C I A L M E D I A B R A N D
  10. 10. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit 8 18 41 51 54 58 58 62 64 67 62 61 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 Facebook Usage TOTAL U.S. POPULATION 12+ % U S I N G F A C E B O O K Estimated 172 Million
  11. 11. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit There are an estimated fewer Facebook users in the U.S. today than in 2017
  12. 12. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit Facebook Usage 79 72 49 67 69 49 62 69 53 Age 12-34 Age 35-54 Age 55+ 2017 2018 2019 % U S I N G F A C E B O O K U.S. POPULATION
  13. 13. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit 82 Million12-34 year olds in the U.S. used Facebook in 2017 Estimated 65 Million12-34 year olds in the U.S. use Facebook today Estimated
  14. 14. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit Social Media Brand Usage (Age 12-34) 79 64 36 62 36 23 67 62 28 62 36 19 62 66 29 62 31 21 23 Facebook Instagram Twitter Snapchat Pinterest LinkedIn WhatsApp 2017 2018 2019 U.S. POPULATION % U S I N G S O C I A L M E D I A B R A N D
  15. 15. T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit Social Media Brand Users TheSocialHabit
  16. 16. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit Social Media Brand Usage 61 39 31 31 22 19 18 Facebook Instagram Pinterest Snapchat LinkedIn Twitter WhatsApp TOTAL U.S . POPULATION 12+ % U S I N G S O C I A L M E D I A B R A N D
  17. 17. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit Composition of Social Media Brand Users 42 42 25 45 57 47 46 58 58 75 55 43 53 54 Facebook Instagram Pinterest Snapchat LinkedIn Twitter WhatsApp Men Women BASE: PERSONS SAYING THEY USE THAT BRAND
  18. 18. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit Composition of Social Media Brand Users 39 62 39 76 37 57 48 34 29 39 18 45 27 37 27 9 22 6 18 16 15 Facebook Instagram Pinterest Snapchat LinkedIn Twitter WhatsApp Age 12-34 Age 35-54 Age 55+ BASE: PERSONS SAYING THEY USE THAT BRAND
  19. 19. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit Composition of Social Media Brand Users (Age 12-34) 42 44 24 48 54 46 45 58 56 76 52 46 54 55 Facebook Instagram Pinterest Snapchat LinkedIn Twitter WhatsApp Men Women BASE: PERSONS SAYING THEY USE THAT BRAND
  20. 20. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit Composition of Social Media Brand Users (Age 35-54) 42 39 27 34 58 53 48 58 61 73 66 42 47 52 Facebook Instagram Pinterest Snapchat LinkedIn Twitter WhatsApp Men Women BASE: PERSONS SAYING THEY USE THAT BRAND
  21. 21. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit Composition of Social Media Brand Users (Age 55+) 43 33 25 44 62 42 43 57 67 75 56 38 58 57 Facebook Instagram Pinterest Snapchat LinkedIn Twitter WhatsApp Men Women BASE: PERSONS SAYING THEY USE THAT BRAND
  22. 22. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit Composition of Social Media Brand Users 57 61 52 66 55 61 63 37 15 13 16 12 16 10 9 28 13 12 15 9 13 12 11 13 15 14 17 13 16 17 17 22 US population Facebook Instagram Pinterest Snapchat LinkedIn Twitter WhatsApp White Hispanic African- American Other *Other includes refused
  23. 23. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit Composition of Social Media Brand Users 44 51 46 53 43 72 49 55 12 12 14 9 14 10 13 12 11 9 21 12 31 5 19 12 33 28 19 26 12 13 19 21 U.S. Population Facebook Instagram Pinterest Snapchat LinkedIn Twitter WhatsApp Employed full-time Employed part-time Student Other Other: retired, homemaker, disabled, temporarily unemployed, or refused
  24. 24. T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit Social Media Brand Core Users TheSocialHabit
  25. 25. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit 65 62 62 57 52 7 7 9 12 16 4 8 9 14 13 5 4 5 5 5 4 5 3 5 5 15 14 12 7 9 2015 2016 2017 2018 2019 Social Media Brand Used Most Often (Core Users) BASE: U.S. AGE 12+ SOCIAL MEDIA USERS O T H E R
  26. 26. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit 58 29 15 26 9 28 3 1 6 6 9 10 2015 2019 Social Media Brand Used Most Often (Age 12-34) BASE: U.S. SOCIAL MEDIA USERS O T H E R
  27. 27. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit Composition of Social Media Brand Core Users 42 46 34 50 83 64 48 58 54 66 50 17 36 53 Facebook Instagram Pinterest Snapchat LinkedIn Twitter WhatsApp Men Women BASE: PERSONS SAYING THEY USE THAT BRAND MOST
  28. 28. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit Composition of Social Media Brand Core Users 24 72 9 95 28 52 39 41 24 45 2 48 30 41 35 4 46 3 24 18 20 Facebook Instagram Pinterest Snapchat LinkedIn Twitter WhatsApp Age 12-34 Age 35-54 Age 55+ BASE: PERSONS SAYING THEY USE THAT BRAND MOST
  29. 29. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit Composition of Social Media Brand Core Users 57 66 39 64 52 64 70 28 15 11 20 9 22 16 17 38 13 12 18 13 13 6 5 7 15 11 23 14 13 14 8 27 US Population Facebook Instagram Pinterest Snapchat LinkedIn Twitter WhatsApp White Hispanic African- American Other BASE: PERSONS SAYING THEY USE THAT BRAND MOST *Other includes refused
  30. 30. T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit Why not Facebook? TheSocialHabit
  31. 31. T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit TheSocialHabit “Compared to when you first started using Facebook, are you currently using Facebook...” More often 15% About the same amount 39% Less often 32% Stopped altogether 14% BASE: U.S. ONLINE POPULATION 13+; EVER HAD A FACEBOOK ACCOUNT
  32. 32. T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit TheSocialHabit “Compared to when you first started using Facebook, are you currently using Facebook...” 15 15 16 13 39 33 43 43 32 34 31 31 14 18 10 13 Total Age 13-34 Age 35-54 Age 55+ More often About the same amount Less often Stopped altogether BASE: U.S. ONLINE POPULATION 13+; EVER HAD A FACEBOOK ACCOUNT
  33. 33. T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit TheSocialHabit Reasons Why People Use Facebook Less 60 59 58 57 47 47 39 31 % S A Y I N G R E A S O N A P P L I E S BASE: U.S. ONLINE POPULATION 13+ USING FACEBOOK LESS OFTEN OR STOPPED ALTOGETHER Don’t like rants or too personal comments Too much negativity Tired of political posts Concerns about privacy Enjoying other social media sites more Your friends don’t post much anymore Needed a break for mental health Your parents/relatives use Facebook
  34. 34. T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit TheSocialHabit Reasons Why People Use Facebook Less 55 50 64 64 65 63 Age 13-34 Age 35-54 Age 55+ % S A Y I N G R E A S O N A P P L I E S BASE: U.S. ONLINE POPULATION 13+ USING FACEBOOK LESS OFTEN OR STOPPED ALTOGETHER Don’t like reading rants or comments that are too personal on Facebook Concerns about privacy on Facebook
  35. 35. T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit UMBEREEN , AGE 22 “I feel like when it comes to big companies like these I have little to no privacy.” TheSocialHabit
  36. 36. T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit TheSocialHabit Reasons Why People Use Facebook Less 52 31 64 46 Men Women % S A Y I N G R E A S O N A P P L I E S BASE: U.S. ONLINE POPULATION 13+ USING FACEBOOK LESS OFTEN OR STOPPED ALTOGETHER Too much negativity on Facebook Needed a break from Facebook for mental health
  37. 37. T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit TIM, AGE 25 “Facebook specifically was creating a toxic social environment for kids my age.” TheSocialHabit
  38. 38. T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit TheSocialHabit Reasons Why People Use Facebook Less 71 62 42 35 33 24 14 32 19 Age 13-34 Age 35-54 Age 55+ % S A Y I N G R E A S O N A P P L I E S BASE: U.S. ONLINE POPULATION 13+ USING FACEBOOK LESS OFTEN OR STOPPED ALTOGETHER Enjoy using other social media sites more than Facebook Friends don’t post much on Facebook anymore Your parents or relatives use Facebook
  39. 39. T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit NICK, AGE 20 “This is my image and this is how I want to portray myself.” TheSocialHabit
  40. 40. T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit TheSocialHabit BASE: U.S. ONLINE POPULATION 13+ USING FACEBOOK LESS OFTEN OR STOPPED ALTOGETHER Main Reason Why People Use Facebook Less Toomuch negativity Age 35-54: 19% Age 13-34: Enjoyothersocial mediasitesmore 34% Privacy concerns Age 55+: 29%
  41. 41. T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit Team Edison: TheSocialHabit Evan Amereihn Randy Brown Megan Cunningham Suzy Ennis Dave Gordon Laura Ivey Matthew Kessler Megan Lazovick Steve Lemma Michelle Raymondi Larry Rosin Laura Silvia Tom Webster
  42. 42. T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit The Social Habit 2019from Edison Research

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