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January 2017
Social Sharing in the Mobile World
Survey Methodology:
 1571 interviews (online)
 Adults 18-54
 811 men; 760 women
 Interviews conducted 1/12/17 – 1/18/1...
Sample Demographics: Sex and Age
Smartphone Owners: Demographics
Age 18-24
22%
Age 25-34
28% Age 35-44
24%
Age 45-54
26%
M...
Sample Demographics: Race
Smartphone Owners: Demographics
White
62%
Hispanic/
Latino
31%
Asian
5%
Other
2%
Hispanic
17%
Sample Demographics: Employment
Smartphone Owners: Demographics
Full-time
57%
Part-time
13%
Unemployed
6%
Homemaker
12%Ret...
Type of Smartphone Owned: (multiple responses accepted)
59
45
3
0 20 40 60 80
Android
Apple iPhone
Other Smartphone
% sayi...
87
81
54
23
8
12
22
14
4
5
17
22
1
2
7
41
Use text messaging
Use a web browser
Send emails
Listen to podcasts
Daily At lea...
General Smartphone Usage
Average number of types of apps used:
14
15
13
16
15
14
11
0 20 40 60 80 100
Total
Men
Women
18-24
25-34
35-44
45-54
Mean ...
Apps/mobile website usage:
94
93
90
85
84
80
80
78
77
76
75
74
0 20 40 60 80 100
Navigation
Shopping/retail
Social media
I...
Apps/mobile website usage:
70
70
68
63
61
60
60
60
50
44
41
32
0 20 40 60 80 100
Money transfer
Recipe
Photo
Travel
Sports...
Daily App Usage:
80
54
52
45
45
40
39
36
33
32
32
29
0 20 40 60 80 100
Social media
Messaging
Audio
Gaming
Productivity
Ne...
Daily App Usage:
27
24
23
23
22
19
15
14
13
12
12
12
0 20 40 60 80 100
Health/ fitness
Mobile reading
Coupon/rebates
Photo...
Mobile Social Behavior
Which of the following social media apps or websites do you currently use on your smartphone?
92
57
43
40
35
19
12
8
6
4
2...
Social Media App Daily Usage:
70
38
27
24
16
0 20 40 60 80 100
Facebook
Instagram
Snapchat
Twitter
Pinterest
% use daily
B...
Which of the following social media apps or websites do you
currently use most on your smartphone?
Social Media Apps Used ...
Are you a member of any local Facebook groups or other local online groups?
Local Facebook Groups:
Base: Use Facebook
Yes
...
Have you ever…?
Facebook Live:
73
30
23
11
0 20 40 60 80 100
Watched a Facebook
Live video
Watched a Facebook Live
video d...
How often do you tag your location when posting social media updates?
Facebook App Usage:
Almost
everytime you
post
15%
So...
What impact, if any, does seeing a radio station DJ or personality post about a product or
service on social media have on...
12
8
18
13
28
18
22
15
15
26
5
20
Share a photo on social
media
Take a selfie
Several times Nearly At least once At least ...
Which of the following messaging apps or websites do you currently use on your smartphone?
Messaging Apps:
85
34
25
24
11
...
Messaging App Daily Usage:
62
33
66
55
53
54
39
82
60
0 20 40 60 80 100
Facebook Messenger
Skype
WhatsApp
Google Hangouts
...
Social Sharing in the Mobile World from Edison Research
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Social Sharing in the Mobile World from Edison Research

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This study of mobile social media behavior presents new stats on how Americans use smartphones to connect with friends and family, share photos and videos, and broadcast their experiences to the world. It was originally presented at CRS2017.

Published in: Business

Social Sharing in the Mobile World from Edison Research

  1. 1. January 2017 Social Sharing in the Mobile World
  2. 2. Survey Methodology:  1571 interviews (online)  Adults 18-54  811 men; 760 women  Interviews conducted 1/12/17 – 1/18/17  All respondents own a smartphone  Data weighted to reflect age, sex, and ethnicity of U.S. population
  3. 3. Sample Demographics: Sex and Age Smartphone Owners: Demographics Age 18-24 22% Age 25-34 28% Age 35-44 24% Age 45-54 26% Men 52% Women 48%
  4. 4. Sample Demographics: Race Smartphone Owners: Demographics White 62% Hispanic/ Latino 31% Asian 5% Other 2% Hispanic 17%
  5. 5. Sample Demographics: Employment Smartphone Owners: Demographics Full-time 57% Part-time 13% Unemployed 6% Homemaker 12%Retired 2% Student 8% Other 2%
  6. 6. Type of Smartphone Owned: (multiple responses accepted) 59 45 3 0 20 40 60 80 Android Apple iPhone Other Smartphone % saying yes
  7. 7. 87 81 54 23 8 12 22 14 4 5 17 22 1 2 7 41 Use text messaging Use a web browser Send emails Listen to podcasts Daily At least once per week Once a month or less Never How often do you…? Smartphone Usage:
  8. 8. General Smartphone Usage
  9. 9. Average number of types of apps used: 14 15 13 16 15 14 11 0 20 40 60 80 100 Total Men Women 18-24 25-34 35-44 45-54 Mean number of responses
  10. 10. Apps/mobile website usage: 94 93 90 85 84 80 80 78 77 76 75 74 0 20 40 60 80 100 Navigation Shopping/retail Social media Information/review Messaging Gaming Productivity/business Video streaming News/magazine Finance/banking Coupon/rebates Audio % currently ever use Page 1 of 2
  11. 11. Apps/mobile website usage: 70 70 68 63 61 60 60 60 50 44 41 32 0 20 40 60 80 100 Money transfer Recipe Photo Travel Sports Mobile reading Health/fitness Lifestyle Transportation Delivery/reservation Grocery delivery/pre-order Dating % currently ever use Page 2 of 2
  12. 12. Daily App Usage: 80 54 52 45 45 40 39 36 33 32 32 29 0 20 40 60 80 100 Social media Messaging Audio Gaming Productivity News/magazine Video streaming Shopping/retail Information Navigation Finance/banking Sports Page 1 of 2 % use daily
  13. 13. Daily App Usage: 27 24 23 23 22 19 15 14 13 12 12 12 0 20 40 60 80 100 Health/ fitness Mobile reading Coupon/rebates Photo Money transfer Recipe Lifestyle Grocery delivery Dating Transportation Travel Delivery/reservation % use daily Page 2 of 2
  14. 14. Mobile Social Behavior
  15. 15. Which of the following social media apps or websites do you currently use on your smartphone? 92 57 43 40 35 19 12 8 6 4 2 0 20 40 60 80 100 Facebook Instagram Twitter Snapchat Pinterest LinkedIn Tumblr Reddit Musical.ly Timehop Vsco Base: Use social media app Social Media App Usage:
  16. 16. Social Media App Daily Usage: 70 38 27 24 16 0 20 40 60 80 100 Facebook Instagram Snapchat Twitter Pinterest % use daily Base: Use social media app
  17. 17. Which of the following social media apps or websites do you currently use most on your smartphone? Social Media Apps Used Most: 66 13 7 6 3 1 2 2 1 0 20 40 60 80 100 Facebook Instagram Twitter Snapchat Pinterest LinkedIn Tumblr Reddit Musical.ly Timehop Vsco Base: Use more than one social media app
  18. 18. Are you a member of any local Facebook groups or other local online groups? Local Facebook Groups: Base: Use Facebook Yes 62% No 38%
  19. 19. Have you ever…? Facebook Live: 73 30 23 11 0 20 40 60 80 100 Watched a Facebook Live video Watched a Facebook Live video daily Broadcast a Facebook Live video Broadcast a Facebook Live video daily Base: Use Facebook % saying yes
  20. 20. How often do you tag your location when posting social media updates? Facebook App Usage: Almost everytime you post 15% Some of the times you post 18% Never/ Do not post 67%
  21. 21. What impact, if any, does seeing a radio station DJ or personality post about a product or service on social media have on your likelihood to purchase that product or service? Facebook App Usage: You are MORE likely to purchase 43% It has no effect on your likelihood to purchase 47% You are LESS likely to purchase 3% Do not listen to any DJs/ personalities 7% Base: Use any social media
  22. 22. 12 8 18 13 28 18 22 15 15 26 5 20 Share a photo on social media Take a selfie Several times Nearly At least once At least onc Less than Never How often do you…? Smartphone Usage: Base: Use any social media per day every day per week per month once per month e
  23. 23. Which of the following messaging apps or websites do you currently use on your smartphone? Messaging Apps: 85 34 25 24 11 8 6 3 3 0 20 40 60 80 100 Facebook Messenger Skype WhatsApp Google Hangouts Kik GroupMe Viber Allo Houseparty Base: Use messaging apps
  24. 24. Messaging App Daily Usage: 62 33 66 55 53 54 39 82 60 0 20 40 60 80 100 Facebook Messenger Skype WhatsApp Google Hangouts Kik GroupMe Viber Allo Houseparty Base: Use specific messaging apps

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