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Social State 2013: The Year of Mobile Dominance

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Social State 2013: The Year of Mobile Dominance

The social media studies have spoken and  one thing is clear: the amount of activity on the social web is skyrocketing at an incredibly fast pace, particularly on mobile devices.  In fact, social media now accounts for almost one-quarter (  22.5 percent) of all time that U.S. citizens spend online — with 99.8 million expected to visit a social networking site via mobile this year, according to an analysis by eMarketer.

Social media has revolutionized the world, but in and  of itself it’s quickly established some incredible statistics that can help you grasp the sheer scale at which the major networks currently operate.

2 Key Factors Driving The Social Web In 2013

According to a   Global Web Index study:

  1. Mobile is the BIGGEST factor – the number of people accessing the Internet via mobile has increased by 60.3% to 818.4 million in the last 2 years.
  2. Older user adoption – On Twitter the 55-64 year age bracket is the fastest growing demographic with 79% growth rate since 2012.  The fastest growing demographic on Facebook and  Google+ is the 45 to 54 year age bracket at 46% and  56% respectively.

Facebook still dominates across the world, with 63% of global Internet users possessing a Facebook account.  Not only does Facebook lead in penetration of Internet users, it also has the highest rate of engagement at 82%, with 51% of account holders performing a specific activity on the site within the last month.  Here are more figures from its   2013 Q1 financials:

  • Daily active users have reached 665 million
  • Monthly active users have passed 1.1 billion for the first time
  • 751 million mobile users access Facebook every month
  • Mobile-only active users total 189 million
  • Mobile now generates 30% of its ad revenue, up from 23% in Q4

Twitter is the fastest growing social media site globally, with a 42% increase in active users globally between Q2 2012 and  Q1 2013.  Also, users that are ages 18-34 were found to be   52% more likely to use Twitter on their mobile devices than their desktop.  Arguably more important, though, is that these users are 96% more likely than the average user to follow 11 or more brand s.    Global Web Index Study says:

  • 450 million tweets are sent each day
  • 288 million monthly active users with   60% logging in via mobile at least once per month
  • That means that 21% of the world’s internet population are using Twitter every month
  • Over 500 million registered accounts
  • Twitter’s fastest growing age demographic is 55 to 64 year olds, registering an increase in active users of 79%


Just three years old, Instagram is now owned by Facebook and  poised to become a major player on the social Web.  Along with its growing user base, Instagram has attracted more and  more brand s, too.  The latest figures published in   DigiDay show that:

  • Instagram has 100 million monthly active users
  • 40 million photos are posted per day
  • There are 8,500 likes and  1,000 comments made per second
  • 28 percent of U.S. Internet users between the ages of 18 and  29 use Instagram
  • 59 percent of Interbrand ’s top 100 brand s are on Instagram
  • Engagement on Instagram with the those top 100 brand s has increased 35%, driven mostly by   Nike,   Adidas and    Gucci

Every second there are 46,296 YouTube videos being viewed all around the world.  In just 8 years it has transformed the web from mono media to multimedia.  These numbers from   YouTube’s own blog put the user penetration into perspective:

  • 1 billion unique monthly visitors
  • 6 billion hours of videos are watched every month
  • This means that 50% more hours of video are watched in March 2013 compared to last August when it was   4 billion hours a month and  last May when it was 3 billion
  • Generation C YouTube views on smartphones are   growing 2X faster than on desktop
  • YouTube reaches more U.S. adults ages 18-34 than any cable network

Google+ is making an impact on the social media universe and  is now the second largest social network worldwide according to   Global Web Index.

  • 359 million monthly active users
  • Its active users base grew by 33% from June 2012 through to March 2013
  •   20 million unique visitors in the U.S. used Google+’s Android and  iPhone apps, a 238% rise over March 2012
  • 25 percent of worldwide Internet users are now active on Google+ at least once a month — second behind Facebook (51 percent), but ahead of YouTube and  Twitter (both 21 percent).

May 5th, 2013 marked the 10th anniversary of LinkedIn’s official launch.  Since then, the social network has grown to become the place for professionals around the world to gather online.  It’s changed the face of business – and  job hunting – forever.  Here are some numbers from

  • Over 200 million users
  • 27% of users engage via mobile, a   12% increase year-on-year
  • 2 new users join it every second
  • 35% of users access the site daily
  • 64% of users are outside the USA


What does this mean for brand  marketers/agencies?  It means that if you’re not starting with mobile first you are not serving your clients – or their customers.  Understand ing the ways in which consumers use their mobile devices—and  the differences between how they use smartphones and  tablets—is critical to constructing social marketing campaigns.  Marketers also need to make their content accessible across all devices.

The key opportunity for marketers in the shift toward mobile is that mobile users not only log in more frequently, but they also spend more total time on social media sites.  As devices integrate social media more deeply, it reinforces the mobile-social virtuous circle, making it even stronger.  Brand s need to be perpetually mobile – because customers are.  And it’s just getting started.