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Social Media Trends - US - April 2018

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.

This report looks at the following areas:

  • Secondary sites serve a primarily young audience
  • Older ages have limited contact with brand content
  • Sharing of brand content atypical

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Table of contents

  1. 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

                                                              Social Media Trends - US - April 2018

                                                              US $4,395.00 (Excl.Tax)