Social Media Statistics: Current users & user numbers

Social Media Statistics: Current users & user numbers – Which factors and numbers are the basis for social media marketing? Between all the hundreds or even thousands of factors to consider, from different regions, cities, countries to different age groups to different interests people can have. We’d like to take you away for a few thoughts and present some basics to give you a little insight into the work of a social media manager. Social Media Management from the ground up, deals with building channels and communities. First the different KPIs are defined, these are the values to achieve (goals), in a social media campaign. No matter whether the campaign is successful through organic traffic, e.g. through bloggers or influencers, or through investment in advertising.

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Statistics: Use and behaviour

Social media is becoming more and more complex. Instead of simple forums there are today social commerce, Advertising with Targeting and Lookalike Audience, in addition different networks like Facebook, Instagram, Youtube, Twitter, LinkedIn in addition, Messenger services like Whatsapp and Snapchat. Let’s bring light into the darkness! What do users do, how do they behave and how do social networks develop?

Tip! Also interesting: The emergence of social networks.

Purchases by product groups

Users make the most frequent purchases for the following products.

Heavy users: 3 hours a day on social networks:

  1. Clothing, accessories: 58%
  2. books: 38%
  3. Films, Cinema: 31%
  4. Furnishings, accessories: 28%
  5. Flight tickets: 28%
  6. Health, Beauty: 28%
  7. Apps: 28%
  8. games, toys: 27%
  9. Travel (without flights): 25%
  10. Music: 23%

Light User: Approximately one hour daily in social networks:

  1. Clothing, Accessories: 48%
  2. Books: 39%
  3. Flight tickets: 33%
  4. Travel (without flights): 30%
  5. Furnishings, Accessories: 23%
  6. Films, Cinema: 21%
  7. Health, beauty: 20%
  8. toys, games: 20%
  9. Apps: 18%
  10. Music: 17%

Statistics Online purchases

USA 2016

Source © Nielsen Scarborough USA+ 2016, Release 1

Interaction after days

USA 2016

Source © Nielsen Scarborough USA+ 2016, Release 1

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Heatmap: Google Search

Number 1 is everything! Whether Google search or search results through the Youtube algorithm.

Statistics: Mobile use

USA 2016

This is what users do (mobile):

Source © Nielsen Scarborough USA+ 2016, Release 1

change of use

USA 2016

source: global web index

Statistics: Users and number of users

Facebook

Facebook will soon bring together 25% of the world’s population. In Germany even well over 50% of the population. How can you set up your Facebook channel and how can you address your fans? Answers can be found in our Facebook Agency.

Usage
Source: Facebook Company Info & Mark Zuckerberg

  • 26 million users in Germany
  • Worldwide 1.9 billion users
  • 1 billion uses the FB Messenger
  • Target group: all age groups (14 – 65+)
  • 60 % of users access the site up to 8 times a day
  • 1.6 billion Likes a day (2014)
  • 60 million pictures and photos (2014)

recommendations

  • Channel Designs for cover picture and profile picture
    Corporate design for FB and all other social networks
  • Templates for postings, photos and VIdeos
    For themes, products and special events (like “Black Friday”, “Christmas”, etc.)
  • Retargeting
  • Photos
  • No hashtags > direct links to the shop
  • Facebook tabs and functions such as Youtube integrate (later also content and shop possible), the contents are directly accessible via FB
  • Posting Frequency
    We post 3-5x week current content, also foreign content, if appropriate.
  • Sales tricks
    Artificial shortage? Sale! Last pieces in stock! Only today!

 

Youtube

Youtube and video marketing create extremely high involvement, as the videos are consumed over a long period of time instead of just a few seconds. Develop your concept with our Youtube agency.

Use
2016

  • 8 million users in Germany
  • Target group: 10 – 60 years
  • 92% of all adolescents and 70% of 30-44 year olds, are regularly on Youtube

referral

  • Advertising spots
  • Influencer Marketing
  • Tips and recommendations from employees
  • Backstage at the shooting, etc.
  • Presentation of companies and tradition
  • Craft, production, technical details and quality

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Instagram

How do you reach people on Instagram? Take advantage of the expertise and experience of our Instagram Agency.

Use
source: Instagram Business

  • 9.8 million users in Germany
  • worldwide 600 million users
  • 1 million Advertisers
  • Target group: 16 – 29 years
  • 83% of users are under 35, 60% under 25
  • 36% of all Germans between 16-29 are registered
  • 4.3 billion Likes a day
  • 98 million images

referral

  • Reach new target groups
    Instagram enables us to reach a much wider range of target groups than Facebook.
  • We post daily to Instagram, 1-2x
  • Trend Keywords
  • planned content
  • Connection with other channels
  • Software

 

Pinterest

utilisation

  • 3 million users in Germany
  • 100 million users worldwide
  • Target group: 16 – 34 years, 80% female users

referral

  • Link assembly
    Shopping Backlinks for Styles
  • Inspiration (for equipment and similar fields)

Twitter

Find out more about Twitter here: Twitter Agency.

Use
Source: Twitter Company

  • 12 million users in Germany, only 3-5 million users have an account
  • 321 million active users worldwide
  • Target group: 25 – 44 years
  • 500 million tweets daily
  • 80% use Twitter mobile

referral

  • Easy + Fast handling and advance planning
    relatively little work like Pinterest, we take directly with
  • Source for media and journalists

Snapchat

utilisation
Source: Snap me if you can

  • 9 million users in Germany
  • 100 million users worldwide
  • 6 billion snaps are available every day

Snack Content Production for High Interaction Rates

Content is produced so easily and quickly

  • Regular Stock Shooting
  • own, fresh image material for social media + short e video clips
  • Team: Photographer, 1/2 Model/s, Visa, On Location (Stores) and Studio in Mix
  • Content in simple form
    Example: Instagram, photo from bed in the morning, with newspaper and cafe. The newspaper shows design ideas for your own garden. Keyword: Influencer.

Worldwide: Social Media and Future

Use of media worldwide: The Internet conquers the entire world

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

Of course, the use is distributed differently all over the world. America and Europe are far ahead in digital networking.

Media usage times

January 2017

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

They used to say, “You watch too much TV!” Today we watch screens 4 times as often. We spend a total of 9.5 hours in front of terminals. In the morning at breakfast, in the subway, then at work, later with friends and also falling asleep. Now there are also smartwatches, the constant presence of small monitors on one’s own body.

  • We spend almost 5 hours on average on the PC
  • More than one hour on smartphone
  • We chat about one hour a day
  • To this must be added 2.5 hours in front of the television

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Use by age groups: Social Media Report 2016 / Nielsen

This is supplemented by a study by Nielsen, which looks at the total weekly usage time of the media in 2016. The 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 astonishing, even for us as an agency. Speaking to the New York Times, Sean Casey, president of Nielsen Social, said he was surprised by the results: “Social media and millennials have been like synonyms so far. But he realizes that the smartphone has also become a matter of course for his age group, Generation X.”

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

Interaction and user activities

January 2017

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

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

Platforms / DE

January 2017

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

Social networks and messengers 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%
  • Banking transactions: 27%

E-Commerce

January 2017

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

Relevant figures in e-commerce

  • 81% visited shops also online
  • 77% are looking 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 selling volume

USA 2016

Source © Nielsen Scarborough USA+ 2016, Release 1

How are the expenses distributed between the individual user groups?

  • Over 50% of online users have spent more than $500 on digital purchases.
  • 20% even more than 1.000 $
  • Light users are more willing to buy than heavy users (retargeting)

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Purchases by product groups

USA 2016

Source © Nielsen Scarborough USA+ 2016, Release 1

Users make the most frequent purchases for the following products.

Heavy User: 3 hours daily in social networks

  1. Clothing, accessories: 58%
  2. books: 38%
  3. Films, Cinema: 31%
  4. Furnishings, accessories: 28%
  5. Flight tickets: 28%
  6. Health, Beauty: 28%
  7. Apps: 28%
  8. games, toys: 27%
  9. Travel (without flights): 25%
  10. Music: 23%

Light User: About one hour daily in social networks

  1. Clothing, Accessories: 48%
  2. Books: 39%
  3. Flight tickets: 33%
  4. Travel (without flights): 30%
  5. Furnishings, Accessories: 23%
  6. Films, Cinema: 21%
  7. Health, beauty: 20%
  8. toys, games: 20%
  9. Apps: 18%
  10. Music: 17%

Interaction after days

USA 2016

Source © Nielsen Scarborough USA+ 2016, Release 1

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Use Mobile

USA 2016

This is what users do (mobile):

Source © Nielsen Scarborough USA+ 2016, Release 1

change of use

USA 2016

Source: global web index

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How to gain range?

Anyone who is not a music star or 17-year-old fashion blogger by chance must think about other methods and strategies. Advertisements play a large, central role in social media networks. Advertising is extremely targeted and reaches the desired target group. Female, interested in fashion, 20-25 years old and from Berlin / Hamburg? No problem. The methods are manifold. Modern methods such as pixels, which are embedded in websites and online shops, can be used to advertise your own visitors, even strangers who are most likely to match our brand (‘look-a-like audience’). More about targeting of target groups can be found on the page about our Facebook Marketing Agency.

Of course it also needs the right media production, no matter if it is the graphic design or video material – we are your contact! Now let’s take a look at Social Media Marketing and its basics with different studies and statistics, which prove how successful Social Media Management is nowadays in the Online Marketing Mix.

We see these points as relevant

  • Reaching target groups > Network expansion
    Target groups are on different social networks. The further we spread our content, the more comprehensively we reach all target groups. Postings Frequency > Binding
  • Snack Content > Photo / Video Production
    Therefore we produce small videos for the online shop Shooting! We then use these for the advertisements + Insta/Youtube.
  • Communication Management > Questions & Answers
    For communication (e.g. messages on FB), a competent specialist should ideally be available in the office. Connect employees and customers quickly and effectively.  Customer satisfaction, quality, stores, recommendation.
  • Retargeting > Advertising
    We install the retargeting code asap in the shop, then we collect user information directly. Then the first ads start. Through adspend, we reach significantly more people than through a simple, organic structure. Therefore we recommend the monthly investment in ads for the specially produced content. Retargeting > Advertising > Increase in sales > Reinvestment
  • Linkaufbau > Trend Blog
    User loyalty is greater. The content can also be posted on Facebook and thus attract new users to the shop. Reach and upsells. The content can also be used further, for example a well-done video tutorial in text form.

Consulting and Management

  • Social Media Keynote Speaker
  • Social Media Marketing Concept
  • Content strategy and planning, basis: target group analysis
  • Multi-channel management and channel setup
  • campaigns, channel and fanpage design
  • Facebook Ads (partner agency)
  • PR and the public (communication concept)
  • Design Workshops