The most recent Social Habit research (and the final totally free report in the series) uncovered a wide variety of statistical treasures, but for me these social media statistics in particular stood out.
Twitter users are 33% more likely to be Democrats
An interesting finding, and representative of the type of custom queries we can answer for you in the next round of the Social Habit, this edition found that 40% of Twitter users are Democrats, compared to 30% of the U.S. population overall.The percentage of Republications and Independents on Twitter mirrors the U.S. average almost precisely.
The “Check-in” is the phenomenon that never happened
74% of Americans are unfamiliar with the concept of checking in to a location via mobile device, and only 3% have ever checked in. Even more damning, is that 4% had checked in when surveyed in 2011. This is a 25% decrease in check in behaviors in a single year. It’s not going to rebound, which is why Foursquare’s play is to be the new Yelp. Have you seen the new Foursquare interface, which emphasizes reviews over check-in?
Only 33% of Americans have ever followed a brand in social media
From 2010 to 2012 the percentage of Americans following any brand on a social network has gone from 16% to 33%. This is a sharp increase, but looked at from the opposite perspective, it’s shocking to me that 2/3 of Americans using social networks have never followed a brand.Companies still have substantial room for growth in connecting with customers and fans on social networks.
55% of Americans 45-54 have a profile on a social networking site
It’s not just for kids any more. The biggest growth of any age cohort from 2011 to 2012 was 45-54 year olds, who now exhibit participation matching the U.S. average. The only group that is below average are 55+ Americans, and even 3 out of 10 of them are in the social networking game.
22% of Americans use social networking sites several times per day
It really is a “Social Habit”. In the past year, 12 million more Americans are using social networking many times daily.How many other things do we do several times per day? It’s not a long list.
Facebook via mobile continues to be a major factor
54% of Facebook members have used the social network via a phone, and 33% use a phone as their primary way to access Facebook. This despite the fact that the Facebook mobile experience and mobile apps are mediocre, at best. Here’s hoping the Instagram guys can jump start it. If so, watch for these numbers to soar.
76% of Twitter users now post status updates
This is one of the biggest behavioral changes of the past two years. In 2010, the Social Habit research found that just 47% of Twitter users actually sent tweets, with more than half the user base in listen-only mode. The overwhelming majority of new Twitter users are active tweeters, driving the overall average to 76%.
In the next edition of The Social Habit, we’ll be looking at YouTube, social video, Pinterest, Instagram, and more. Plus, if you’ve got questions you’d like to ask thousands of Americans via the best social media research methodology available, let’s talk. We can find custom insights just for your company or category.