Key takeaways from the 2014 GlobalWebIndex study into social media usage in America in 2014. Includes data on who uses the internet in the USA, the average ages online in various demographics, which social networks are being used, and how they are used.

1. ROCK IN THE USA
Social Media Marketing In America

2. THE DATA
• Each year, GlobalWebIndex surveys more than
30,000 Americans about their internet usage.
• They categorise the respondents into White Non
Hispanic, Hispanic, Black/African and Asian.
• This data is invaluable for updating your social
media strategy. Here are the headlines.

3. THERE IS A BIG AGE
VARIATION
The age profile of Black/
African, Hispanic and Asian
American Internet users is
much younger than the
equivalent for White Non
Hispanics.

4. THERE IS A BIG AGE
VARIATION
The age profile of Black/African,
Hispanic and Asian American
Internet users is much younger
than the equivalent for White
Non Hispanics
Digital behaviour is influenced
by this accordingly, with White
Non Hispanics often lagging
behind other groups due to
their age.

5. WHAT SOCIAL NETWORKS
ARE USED?

6. FACEBOOK REMAINS NUMBER
ONE.
• More than 75% of Internet
users from all backgrounds have
a Facebook account.
• Facebook also has the most
usage, with more than twice the
activity of any other network.
• White Non Hispanics use the
network most, with 55% having
used it within the past month.

7. FACEBOOK REMAINS NUMBER
ONE.
• More than 75% of Internet
users from all backgrounds
have a Facebook account.
• Facebook also has the most
usage, with more than twice
the activity of any other
network.

8. FACEBOOK REMAINS NUMBER
ONE.
• More than 75% of Internet
users from all backgrounds have
a Facebook account.
• Facebook also has the most
usage, with more than twice the
activity of any other network.
• White Non Hispanics use the
network most, with 55% having
used it within the past month.

9. GOOGLE PLUS
• Google Plus is the second
most used network.

10. GOOGLE PLUS
• Google Plus is the second
most used network.
• Membership rates are as
follows:
• Black/African - 57%

11. GOOGLE PLUS
• Google Plus is the second
most used network.
• Membership rates are as
follows:
• Black/African - 57%
• Hispanic - 61%

12. GOOGLE PLUS
• Google Plus is the second
most used network.
• Membership rates are as
follows:
• Black/African - 57%
• Hispanic - 61%
• Asian - 61%

13. GOOGLE PLUS
• Google Plus is the second
most used network.
• Membership rates are as
follows:
• Black/African - 57%
• Hispanic - 61%
• Asian - 61%
• White Non Hispanic - 42%

14. TWITTER AND PINTEREST
• Twitter follows a similar
adoption pattern to Google
Plus, with White Non
Hispanics being least likely
to have an account.

15. TWITTER AND PINTEREST
• Twitter follows a similar
adoption pattern to Google
Plus, with White Non
Hispanics being least likely
to have an account.
• Conversely, White Non
Hispanics are the most likely
to use Pinterest.

16. MOBILE APPS
• The YouTube mobile app
has achieved a feat.

17. MOBILE APPS
• The YouTube mobile app
has achieved a feat.
• Among Black/African, Asian
and Hispanic, higher
percentages are using the
app each month than
Facebook.

18. MOBILE APPS
• The YouTube mobile app has
achieved a feat.
• Among Black/African, Asian
and Hispanic, higher
percentages are using the app
each month than Facebook.
• In contrast, Facebook is the
most popular app for White
Non Hispanics.

19. MESSAGING
APPS
Use of messaging apps such as
WhatsApp, WeChat and Viber
were strong among the non-
Caucasian groups, indicating that
conversations that used to
happen through social networks
may have now shifted.

20. MOBILE USAGE
• Hispanic Americans use the
mobile internet the most,
increasing from 47% in 2012
to 69% this year.

21. MOBILE USAGE
• Hispanic Americans use the
mobile internet the most,
increasing from 47% in 2012
to 69% this year.
• White Non Hispanic
Americans are most likely to
be using a PC or laptop.

22. SHARING DEVICES
• Hispanic Americans are
most likely to be sharing a
device.

23. SHARING DEVICES
• Hispanic Americans are
most likely to be sharing a
device.
• Only 1 in 5 White Non
Hispanic Americans shares a
device with another person,
compared to a third of
Hispanic Americans.

24. VPN
A quarter of Asian Americans
admitted to regularly using a
VPN to access the Internet,
with better online
entertainment being the most
common reason.

25. WORD OF MOUTH
MARKETING
• The importance of personal
recommendations is clear,
with it being the biggest
discovery source across
almost all ethnicities.

26. WORD OF MOUTH
MARKETING
• The importance of personal
recommendations is clear,
with it being the biggest
discovery source across
almost all ethnicities.
• Only among Black/African
Americans are
recommendations in second
place, displaced by TV.

27. SURPRISE AND DELIGHT
• Reward was the strongest
motivator to make word of
mouth recommendations
across all groups.

28. SURPRISE AND DELIGHT
• Reward was the strongest
motivator to make word of
mouth recommendations
across all groups.
• The reward can be either
financial or in the form of a
physical gift.
• This is especially influential for
White Non Hispanics, at 64%.

29. ONLINE REVIEWS
• 48% of Americans have
reviewed a product online
within the last month.

30. ONLINE REVIEWS
• 48% of Americans have
reviewed a product online
within the last month.
• Most common among
Hispanic Americans (56%)
and least common among
White Non Hispanic
Americans (46%).

31. ONLINE REVIEWS
• 48% of Americans have reviewed a
product online within the last month.
• Most common among Hispanic
Americans (56%) and least common
among White Non Hispanic
Americans (46%).
• The pattern is also true for Americans
who have posted online opinions
within the last month, indicating that
Hispanic Americans might make the
best online brand ambassadors.

32. HOW WILL YOU USE THESE
STATS TO UPDATE YOUR
STRATEGY?

33. BY KATY BLAKE
@KatyElleBlake