Media usage in social networks: the most important marketing studies for 2017

The use of media in social networks is an interesting topic for customers in the consultation. Which networks are actively used? What posting periods are important? What is the potential of online trading at all? In order to answer these questions in advance, we explain step by step what social media marketing is all about
arrives. By the way: If you would like to book us as a speaker for your next employee training or the next online marketing congress as a speaker, read more about Social Media Speaker.

  1. Development of on-line use in Germany 1997 to 2016
  2. Media usage times
  3. Interaction and activities
  4. Platforms in Germany
  5. Mobile activities
  6. E-Commerce & Social Commerce
  7. Heavy User / Light User
  8. Digital sales volume
  9. Purchases by department
  10. Interaction after days
  11. Use Mobile
  12. Change of useMediennutzung in sozialen Netzwerken

Development of on-line use in Germany 1997 to 2016

The study is only for people aged 14 and over. This means that many young users, whose rate is probably even higher.

Source © ARD-Onlinestudie 1997, ARD/ZDF-Onlinestudien 2000-2015

Based on the figures for 2009, the number of persons employed in Germany is as follows: 14 years in Germany (2009: n = 1 806, 2006: n = 1 820, 2003: n = 1 955, 2000: n = 3 514, 1997: n = 15 431). From 2010: German-speaking population aged 14 or over (2016: n = 1 508, 2015: n = 1 800, 2014: n = 1 814, 2013: n = 1 800, 2012: n = 1 800, 2011: n = 1 800, 2010: n = 1 804).

* Change of the basic population (increase in “Germans 14 years and older”: 1%).

Does growth continue? Yes!

  • Today, 83.8% of those aged 14 years and older, 56.1 million
  • 10 years ago, 59.5%, 38.6 million
  • 20 years ago 6.5%, 4.1 million
  • Jump 2015, 2016 with 3.4%

Social Media Grundlagen für Facebook, Youtube, Instagram & Co.

Here you can find all Social Media Marketing Tutorials.

Media usage worldwide: The Internet conquers the entire world

Here you can see that half of the world’s population is now online. This creates great new opportunities for companies in online marketing.

In doing so, the use worldwide is distributed differently. America and Europe are far ahead in digital networking.

Media usage times

January 2017

Source © We Are Social / Hoot Suite / global web index

You used to say, “You look too much TV!” Today we see 4x as often on screens. Overall, we spend 9.5 hours before terminals. In the morning at breakfast, in the subway, then at work, later with friends and also asleep. Now also smartwatches, permanent presence of small monitors on their own body.

  • Almost 5 hours we spend on average on the PC
  • More than an hour on the smartphone
  • We chat about an hour a day
  • In addition there are 2.5 hours before the TV
  • Use by age group: Social Media Report 2016 / Nielsen

In addition, a study by Nielsen, which in 2016 considers the weekly total use time of the media. Users were divided into 3 groups.

  1. 18-34 years (Millennials)
  2. 35-49 years (Generation X)
  3. Over 50 years (Baby Boomers)

The result was already amazing, also for us as an agency. Compared to the New York Times, Sean Casey, President of Nielsen Social, said he was surprised by the results: “Social media and Millennials have been synonymous as synonymous. But he also notes that the smartphone has become self-evident for his age group, Generation X. ”

  • 35-49 years: 31 hours 40 minutes, of which 7 hours in Social Networks
  • 18-34 years: 26 hours 49 minutes, of which 6.5 hours in social media
  • 50 years: 20 hours 22 minutes, of which 4 hours in social media
  • An average of 25 hours (7 minutes) every week and 5.5 hours on social networks

Interaction and activities of users

January 2017

Source © We Are Social / Hoot Suite / global web index

Mobile is almost as often interacted as on the classic PC / notebook.

Platforms / DE

January 2017

Source © We Are Social / Hoot Suite / global web index

Social Networks and Messenger in Germany
* Messenger, Chat app, Voip

  • Youtube: 69%
  • Facebook: 61%
  • Whatsapp *: 55%
  • Facebook Messenger *: 39%
  • Instagram: 21%
  • Google+: 20%
  • Twitter: 19%
  • Skype *: 19%
  • Pinterest: 16%
  • LinkedIn: 10%
  • Snapchat *: 10%
  • Tumblr: 8%
  • Mobile activities

January 2017

Source © We Are Social / Hoot Suite / global web index

Activities Mobile in Germany

  • Videos: 73%
  • Messenger, Communication: 56%
  • Card Services: 44%
  • Gaming: 34%
  • Bank transactions: 27%
  • E-Commerce

January 2017

Source © We Are Social / Hoot Suite / global web index

Relevant figures in e-commerce

  • 81% visited shops online
  • 77% look for products to buy them
  • 72% bought digital
  • 64% of them on the desktop, 26% also mobile
  • Heavy User / Light User

USA 2016

Source © Nielsen Scarborough USA+ 2016, Release 1

Digital sales volume

USA 2016

Source © Nielsen Scarborough USA+ 2016, Release 1

How are the expenditures distributed between the different beneficiary groups?

  • Over 50% of online users have spent more than $ 500 on digital purchases.
  • 20% even more than $ 1,000
  • Light users are buyers as heavy users (retargeting)

Purchases by department

USA 2016

Source © Nielsen Scarborough USA+ 2016, Release 1

The most frequent purchases are made by users for the following products.

Heavy User: 3 hours daily on social networks

  • Clothing, Accessories: 58%
  • Books: 38%
  • Movies, Cinema: 31%
  • Furnishings, Accessories: 28%
  • Flight tickets: 28%
  • Health, beauty: 28%
  • Apps: 28%
  • Games, Toys: 27%
  • Travel (without flights): 25%
  • Music: 23%
  • Light User: Circa an hour daily in Social Networks
  • Clothing, Accessories: 48%
  • Books: 39%
  • Flight tickets: 33%
  • Travel (without flights): 30%
  • Furnishings, Accessories: 23%
  • Movies, Cinema: 21%
  • Health, beauty: 20%
  • Toys, games: 20%
  • Apps: 18%
  • Music: 17%
  • Interaction after days

USA 2016

Quelle © Nielsen Scarborough USA+ 2016, Release 1

Nutzung Mobile

USA 2016

User (mobile):

Source © Nielsen Scarborough USA+ 2016, Release 1

Change of usage

USA 2016

Source: global web index

Social Media Agency Recommendations: Help for your channel

We see these points as relevant to your social media marketing:

  • Network expansion> reach target groups
    Target groups are on different social networks. The more we spread our content, the more holistic we reach all target groups. Postings Frequency> Binding
  • Snack Content> Photo / Videoproduction
    For this we produce small videos at the Onlineshop! We then use it for the advertisements + Insta / Youtube.
  • Communication Management> Questions & Answers
    For the communication (eg news on FB) should ideally have a competent specialist in the office. Quickly and effectively connect employees and customers. Customer Satisfaction, Quality, Stores, Recommendation.
  • Retargeting> Advertising
    The retargeting code we install asap in the shop, then we collect user information directly. Then start the first ads. Through Adspend, we reach significantly more people than by simple, organic construction. Therefore, we recommend the monthly investment in ads for the extra-produced content. Retargeting> Advertising> Sales promotion> Reinvestment
  • Link Building> Trend Blog
    The user connection is larger. The content can also be post on Facebook and bring new users to the shop. Range and upsells. For this purpose, the content can be further exploited, for example a well-made video tutorial in text form.