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Michael Sim

Complete Social Media Statistics for 2014

View the original article I curated for my social media blog

From 2012-2014 there have been tremendous steps forward for social. From b2b to b2c – social media reaches to the far corners of the globe and back. Consumers are following, engaging, and purchasing from brands online. For many, social media is the first step in raising brand awareness and generating new business. But if you’re like me, you’ve run into a few managers or clients in your day who have asked “can you back that up?” or “where’s the ROI?”, or even the dreaded “what’s so great about Twitter?”. Well, this article is my personal first step in creating a benchmark for 2014 and being able to help others grasp the value in social. Whether you’re trying to implement Facebook, Twitter, LinkedIn, Pinterest, Instagram, video or other media into your company’s online marketing strategy, the social media statistics for 2014 below should give you a great start.

B2B and Social Media Marketing Statistics 2014

  1. 40% of B2B buyers say LinkedIn is important when researching technologies and services to purchase; 19% say the same for Twitter. source
  2. Social media marketing budgets are projected to double in the next five years. source
  3. The top three social networks used by B2B marketers are LinkedIn 91%; Twitter 85%; and Facebook 81%. However, just 62% of marketers say that LinkedIn is effective, while 50% say the same for Twitter and only 30% of B2B marketers view Facebook as effective. source
  4. 83% of B2B marketers invest in social media to increase brand exposure; 69% to increase web traffic; and 65% to gain market insights. source
  5. Of the three major types of online advertising search, display, and social, search is viewed as the best channel for driving direct sales, cited by 40% of marketers vs. 26% who use display to drive sales and 18% using social. However, just over a third of marketers view each channel as valuable for lead generation. source
  6. Mobile matters. A lot. In 2013, 62% of emails were opened on a mobile device 48% on smartphones and 14% on tablets. source
  7. Adding social sharing buttons to email messages an increase click-through rates by more than 150%. source
  8. 48% of consumers say email is their preferred form of communication with brands. source
  9. Still, more than 70% of both B2B and B2C marketers plan to produce more content in 2014 than they did in 2013, and six out of ten plan to increase their content marketing budgets. source
  10. 78% of CMOs believe custom content is the future of marketing. It’s not clear what the other 22% are thinking. source
  11. Customer testimonials are the most effective form of content marketing. source
  12. Content creation is taking an increasing share of marketing budgets. Nearly half of marketers devote at least 10% of their total budgets to content development. One in five spend 25% or more. source
  13. The two most popular formats for marketing content are articles including internal and guest blog posts, used by 76% of marketers, and video, used by 60%. source
  14. 91% of B2B marketers use content marketing. But just 36% say they are effective at it. source
  15. The most effective B2B content marketers 1 have a documented strategy; 2 use more than a dozen different tactics; 3 use an average of seven different social media platforms; and 4 devote nearly 40% of their budgets to content marketing, as shown below. source
  16. The top three content marketing tactics used by B2B marketers are social media other than blogs 87%; articles on their own websites 83%; and e-newsletters 80%. source
  17. The top three organizational goals for B2B content marketing are brand awareness 82% of companies; lead generation 74%; and customer acquisition 73%. The top three metrics used to measure success are website traffic 63%; sales lead quality 54%; and social media sharing 50%. source
  18. 76% of B2B companies maintain blogs. source
  19. 52% of marketers say their company blog is an important channel for content marketing. source
  20. B2B companies that blog generate 67% more leads than those that don’t. source
  21. 62% of B2B marketers rate blogging as an effective content marketing tactic. However, 79% of best-in-class marketers rank blogs as the most effective tactic, while just 29% of their least effective peers concur. source
  22. Though 62% of marketers blog or plan to blog in 2013, only 9% of US marketing companies employ a full-time blogger. source
  23. Social media experts are in demand. Job postings on LinkedIn for social media positions have grown 1,300% since 2010. source
  24. Food is the top category on Pinterest; 57% of users discuss food-related content. Garlic Cheesy Bread is the most repinned Pinterest Pin. source

Consumer Social Media Statistics 2014

  1. 60% of consumers feel more positive about a brand after consuming content from it. source
  2. 57% of U.S. online adults read blogs. And of that group, two-thirds “say a brand mention or promotion within context of the blog influences their purchasing decisions.” source
  3. Among U.S. adults aged 18-34, four-fiths say bloggers “can be very or somewhat influential in shaping product or service purchasing decisions. source

General User Social Media Statistics 2014

  1. About three-quarters of all Internet users are members of at least one social network. source
  2. Nearly two-thirds of people are visual learners, and visual data is processed much faster by the brain than is text. source
  3. 71% of users access social media from a mobile device. source
  4. 72% of all Internet users are now active on social media source
  5. Contrary to popular belief, most people aren’t using multiple social networks. Over 50% of Internet users either don’t use any social networks, or use just one i.e. Facebook. source

Comparative Social Media Statistics 2014

  1. People spend, on average, 4 times more time on Tumblr and Pinterest than they do on Twitter. source
  2. This one may surprise you: Google+ actually averages more visits per month than Facebook. Google+ receives 1.2 billion visits per month compared to Facebook’s 809 million. source
  3. Advertising on Twitter costs nearly six times as much as Facebook ads on a CPM basis; however, the CTR for Twitter ads is 8-24 times higher. source

Video Statistics 2014

  1. Adding videos to landing pages can increase conversions by nearly 90%. source
  2. YouTube reaches more U.S. adults aged 18-34 than any cable network. source
  3. 74% of all internet traffic in 2017 will be video source
  4. 52% of marketing professionals worldwide name video as the type of content with the best ROI source
  5. 65% of video viewers watch more than ¾ of a video source
  6. In an eye-mapping study of Search Engine Results Pages (SERPs), video results commanded more attention than other listings source
  7. 93% of marketers use video for online marketing, sales or communications source
  8. Video in email can boost open rates by 20% and increase click-through rates 2-3X source
  9. Using the word “video in email subject lines boosts open rates 19%, click-through rates by 65%, and reduces unsubscribes by 26% source
  10. B2B and B2C marketers worldwide name video as a top 3 most effective social media marketing tactic source
  11. 33% of tablet owners watch one hour of video per day on their device source
  12. 72.1 million smartphone users watched video on their devices at least monthly in 2013, and this is projected to rise to 86.8 million in 2014 source

Demographic Social Media Statistics 2014

  1. 18-29 year olds have an 89% usage source
  2. The 30-49 bracket sits at 72% source
  3. 60 percent of 50 to 60 year olds are active on social media source
  4. In the 65 plus bracket, 43% are using social media source
  5. 89% of those between 18 and 29 years old are social media users source
  6. 72% of individuals aged 30 to 49 are engaged in social media source
  7. 60% of people between 50 to 60 years old are active on social media source
  8. 43% of those 65 years old and above are engaged in social media source
  9. Pinterest is from Venus, Google+ is from Mars. Two-thirds of Google+ users are male. 69% of Pinterest users are female. source
  10. Facebook is ageing. 45% of Internet users aged 65+ use Facebook. source
  11. Pinterest and LinkedIn users are wealthier than the other networks with a high percentage earning over $75000 PA. source
  12. Women are more social than men. Shocking, I know. One-half 49.0% of U.S. adult women visit social media sites at least a few times per day, versus one-third 34.0% of men. source
  13. Grandma and grandpa are crashing teenagers’ social media party. The fastest-growing age cohort on Twitter is 55-to-64 year-olds, up 79% since 2012. And the 45-54 age bracket is the fastest-growing group on both Facebook and Google+. source
  14. But social media use is still much more common among the young. 89% of Internet users aged 18-29 are active on social networks, versus 43% of those 65 and older. source
  15. Millennials, aka Gen Y, will account for 27% of the total U.S. population in 2014 vs. 26% Baby Boomers, and 25% of the labor force vs. 38% Boomers. source
  16. 56% of millennials won’t accept jobs from firms that prohibit the use of social media in the office, and more than eight in ten say that user generated content on company websites at least somewhat influences what they buy. source
  17. The collective spending power of millennials will surpass that of Baby Boomers by 2018, and millennials will comprise 75% of the global labor force by 2025. source
  18. Millennials are, in general, not loyal to employers 91% expect to stay in a job for less than three years but are loyal to brands 95% want brands to court them actively.source
  19. Only 20% of LinkedIn users are under the age of 30. source

Facebook Statistics 2014

  1. Almost all social networkers use Facebook. In fact, over 80% of ‘other’ social network users also use Facebook. source
  2. Facebook now has over 1.15 billion users source
  3. One million webpages can be accessed with the “Login with Facebook” feature source
  4. 23% of Facebook users login at least 5 times daily source
  5. 47% of Americans say Facebook is the top influencer of their buying decisions source
  6. On average, Americans spend %16 of each online hour on Facebook. source
  7. 70% of marketers acquire new customers through Facebook source
  8. One million web pages are accessed using the “Login with Facebook” feature source
  9. 23 percent of Facebook users login at least 5 times per day source
  10. 47% of Americans say Facebook is their #1 influencer of purchases source
  11. 70% of marketers used Facebook to gain new customers source
  12. Facebook now has nearly 1.2 billion total users. source
  13. 23% of Facebook users check their account more than five times per day. source
  14. 47% of marketers say Facebook is overrated as a marketing platform. source
  15. More than three-quarters 77% of brand posts shared on Facebook are photos. source

Google+ Statistics 2014

  1. Google+ now has over 1 billion enabled accounts and 359 million active monthly users source
  2. Google+ is has a growth rate of 33% per year source
  3. People aged 45 to 54 years old have increased their Google+ usage by 56% since 2012 source
  4. There are now over 1 billion  with Google+ enabled accounts source
  5. It has reached 359 million monthly active users source
  6. Google+ is growing at 33% per annum. source
  7. The 45 to 54 year old bracket  increased its usage on Google+ by 56% since 2012 source
  8. Google+ has more than one billion total users, though only about a third 359 million are active. source
  9. Users spend an average of three minutes per month on Google+. source
  10. 70% of brands have a presence on Google+. source

Twitter Statistics 2014

  1. Twitter now has over 550 million registered users and 215 million monthly active users source
  2. Between 2012 and 2014, Twitter achieved a growth rate of 44% source
  3. 34% of marketers use Twitter for lead generation source
  4. There are now over 550 million registered users source
  5. 34% of marketers use Twitter to successfully generate leads source
  6. Twitter was the fastest growing network with a 44% growth from 2012-2013 source
  7. 215 million monthly active users source
  8. B2B marketers who use Twitter generate, on average, twice as many leads as those who don’t. source
  9. 71% of tweets are ignored. Only 23% generate a reply. source
  10. 51% of active Twitter users follow companies, brands or products on social networks. source
  11. 49% of monthly Twitter users follow brands or companies. source
  12. Twitter users are 3 times more likely to follow brands than Facebook users. source
  13. 42% of Twitter users learn about products and services via Twitter. source
  14. 67% of Twitter users are far more likely to buy from the brands they follow on Twitter. source
  15. 37% of Twitter users will purchase from a brand they follow. source
  16. Close to 80% follow a brand to get exclusive content. source
  17. Over 90% say they follow businesses on Twitter to get discounts and promos. source
  18. 70% of small businesses are on Twitter. source
  19. There is a direct correlation between # of tweets and # of followers. The more you tweet, the more followers you have. source
  20. Tweet exposure has a positive influence on brand consideration. source
  21. Twitter Shoppers go to 3 pages per visit source
  22. 85% of followers feel more connected with a small business after following them. source
  23. 32% said they are more likely to visit an SMB after seeing a promoted tweet that related to their interests or needs. source
  24. 63% of people follow SMBs is to show support for that business. source
  25. 85% of people say they feel more connected to the business after they follow them. source
  26. Twitter users frequently exchange info about products and services. source
  27. Throwback Thursday has real value for your business. source
  28. Around 60% of Twitter users follow a brand to get customer service support. source
  29. 66% of user-generated tweets that mention brands come from mobile users. source
  30. Promoted trends turn twitter users into brand advocates. source
  31. Twitter users visit B2B tech brand sites at a higher rate (59%) compared to average Internet users (40%). source
  32. 41% provide opinions about products/services. source
  33. Offline sales increased by 29% when using a promoted tweet. source
  34. The average Twitter user follows five or more businesses. source
  35. Only 19% of businesses tweet on the weekends. source
  36. There is a different Twitter chat happening each day of the week. source
  37. There are over 500 million Twitter Users.
  38. Twitter’s fastest growing age demographic is 55 to 64 year olds. source
  39. China has the most Twitter users. source
  40. 53% of Twitter users never post any updates but do listen, watch and click. source
  41. There are 288 million active users. source
  42. 1/3 of Twitter users use Twitter daily. source
  43. 1-in-3 monthly Twitter users are between the ages of 25-34. source
  44. 3-in-10 monthly Twitter users are between the ages of 13-24. source
  45. 63% of American Twitter users have a college degree. source
  46. Twitter users are early adopters. source
  47. 4-in-10 American Twitter users own at least three or more computers. – source
  48. The average user has 208 followers. source
  49. Twitter users are active on other social networking sites everyday. source
  50. Twitter users are naturally talkative and post on social media more often than other social network users. source
  51. The average Twitter user spends 107 minutes online per month. source
  52. 1/3 of American Twitter users update their social networks daily. source
  53. Female tweet more than men. source
  54. Twitter users are far more likely to own technology like iPhones, iPods and iPads. source
  55. American Twitter users spend about 4 hours online per day. source

Pinterest Statistics 2014

  1. Pinterest has 20 million monthly active users source
  2. Pinterest 21% is now more popular than Twitter 18% among Internet users. source
  3. Users are 17% male and 83% female source
  4. Women are four times more likely to be Pinterest users than men. source
  5. Pinterest attracts older people. Twitter and Instagram are still youth dominated networks, but 23% of Internet users aged 50+ use Pinterest. source
  6. Pinterest has approximately 70 million users. source
  7. 80% of Pinterest users are women. source
  8. 20% of U.S. internet-using women are on Pinterest. source
  9. 5% of U.S. internet-using men are on Pinterest. source
  10. US females have an average of 67 followers. source
  11. 4.8% of Americans use Pinterest during work hours. source
  12. The Average time spent on Pinterest per visit is 14.2 minutes. source
  13. The average Pinterest user spends 98 minutes on the site per month. source
  14. 9 millioln Pinterest users that have connected their accounts to Facebook. source
  15. 60% of all Pinterest users are US based. source
  16. There are 25.6 million unique monthly users in the US. source
  17. There are 1.2 million Pinterest users in Mexico. source
  18. Pinterest ranks #49 worldwide in desktop visitors. source
  19. 10% of Pinterest users have a household income under $30,000. source
  20. 18% of Pinterest users have a household income over $75,000. source
  21. The Pinterest user with the most followers is Joy Cho, with 13.8 million followers. source
  22. Mothers share content 3 times more than the average user. source
  23. 27% of US Gen-Z use Pinterest at least monthly. source
  24. 27% of US Gen-Y (Millenials) use Pintrest at least monthy. source
  25. 19% of US Gen-X use Pinterest at least monthly. source
  26. 14% of US Younger Baby Boomers use Pinterest at least monthly. source
  27. 10% of US Older Baby Boomers use Pinterest at least monthly. source
  28. 6% of US Golden Generation use Pinterest at least monthly. source
  29. 23% of Pinterest users use it at least once per day. source
  30. 92% of Pinterest pins are made by women. source
  31. 94% of all Pinterest activity is from women. source
  32. 84% of women on Pinterest stay active on it. source
  33. 50% of men on Pinterest stay active on it. source
  34. Women have an average of 158 pins on Pinterest. source
  35. 33% of 18-29 year olds in the U.S. have a Pinterest account. source
  36. 79% of US Pinterest users are female. source
  37. 21% of US Pinterest users are male. source
  38. 85% of total Pinterest users are female. source
  39. 49% of users use Pinterest instead of browsing catalogs. source
  40. 30% of Pinterest users prefer browsing it to watching TV. source
  41. 64% of Pinterest users try a Pinterest-inspired activity monthly. source
  42. Blogs are the most popular destination of Pinterest users clicking through pins. source

LinkedIn Statistics 2014

  1. 45% of B2B marketers have gained a customer through LinkedIn. source
  2. LinkedIn is adding, on average, two members per second. However – LinkedIn has a lower percentage of active users than Pinterest, Google+ ?, Twitter or Facebook, which means “you’re probably not going to have as good a response with participatory content on LinkedIn, like contests or polls, as you might on Facebook or Twitter…though passive content like blog posts or slide decks might be just right for your LinkedIn audience.” source
  3. LinkedIn’s user base now stands at more than 259 million people and counting, up 38 percent year-over-year.
  4. Most Linkedin users (90.9 percent) use the free version of LinkedIn, and the rest have an upgraded paid account. Most users (51 percent) have between zero and 500 first-degree connections on LinkedIn. source
  5. The biggest group (47.6 percent) only spend between zero and two hours on the network per week. Only 10.5 percent of users spend more than eight hours on LinkedIn per week. source
  6. LinkedIn is now responsible for a staggering 64 percent of all visits from social media channels to corporate websites. In contrast, Facebook accounts for 17 percent of such visits, while Twitter is just 14 percent. source
  7. Each CMO in the Fortune 100 was scored based on LinkedIn effectiveness. Sixteen CMOs are LinkedIn “Rockstars,” 10 don’t have LinkedIn profiles, six CMOs use LinkedIn just as a Rolodex, and four list their previous role as their current employment. source
  8. The average CTR for ads on Linkedin is 0.025 percent. source
  9. LinkedIn is making money through advertising. LinkedIn’s Marketing Solutions was up 38 percent to $88.5 million in Q3 revenue. source
  10. Top level executives primarily use LinkedIn for industry networking (22 percent) and promoting their businesses (20 percent). Middle management professionals primarily use LinkedIn to keep in touch with other people (24 percent) and industry networking (20 percent). Entry-level employees primarily use LinkedIn for job searches (24 percent) and co-worker networking (23 percent). source
  11. Citi’s managed group on LinkedIn, Women & Co., grew to 43,000 group members in just four months. The group has highly engaged and active members, with 30 to 50 percent returning weekly, resulting in 17,800-plus discussion comments. source
  12. uTest, the largest marketplace for software testing services in the world, claims that 50 percent of its paid inbound leads come from LinkedIn, making it the company’s most cost-effective online marketing channel. source
  13. L’Oreal is the most engaging consumer packaged goods brand on LinkedIn. source
  14. Google has the largest presence on LinkedIn, with a whopping 1.7 million followers. IBM is close behind with 1.5 million followers, and Hewlett-Packard comes in third with a little more than 1.4 million followers. – source
  15. The 10 most-liked brands on LinkedIn are all B2B. source
  16. 84 million of LinkedIn’s 259 million users are in the U.S. source
  17. Thirty-eight percent of LinkedIn visits are made via mobile. source

Instagram Statistics 2014

  1. Instagram with 150 million active monthly users. source
  2. Instagram has 150 million monthly active users – source
  3. Instagrammers also use Twitter. There is a 50% crossover between the networks. source
  4. Instagram and Facebook users are the most engaged. Around 60% of their users sign in every day compared to 46% of Twitter users source
  5. 57% of Instagram users access the site every day source
  6. 35% of Instagram users access the site multiple times a day source
  7. The average Instagram user spends 257 minutes a month on the site source
  8. Instagram users are split almost equally between Android and iOS devices with 50% each source
  9. 43% of accounts post more than once a day source
  10. Brands post an average of 5.5 times a week source
  11. The most popular hashtag is #love source
  12. 83% of posts include at least one hashtag source
  13. 16 billion photos have been uploaded source
  14. 55 million photos are uploaded daily source
  15. 1.2 billion likes are given every day source
  16. 8500 likes per second source
  17. 1000 comments per second source
  18. Instagram engagement is 15 times higher than Facebook engagement source
  19. 54% of brands promote their Instagram accounts through custom tabs on Facebook source
  20. 88% of brands on Instagram have shared at least one video source
  21. Videos account for only 6% of all posts source
  22. The top 50 brands on Instagram have an average of 722,000 followers source
  23. An average of 1.5 million Instagram posts mention the top 50 brands source
  24. The most Instagrammed brand is Nike source
  25. The top 10 brands receive 83% of all Instagram engagement while only accounting for 33% of all posts source
  26. The busiest day ever on Instagram was Thanksgiving/First Day of Hanukkah 2013 source
  27. 60% of Instagram users are outside the US source
  28. Instagram supports 25 languages source
  29. 17% of all adult internet users use Instagram ( Twitter is at 18%) source
  30. 37% of 18-29 year olds use Instagram source
  31. 18% of 30-49 year olds use Instagram source
  32. 6% of 50-64 year olds use Instagram source
  33. 68% of Instagram users are females source
  34. Middle Eastern countries and India have a predominantly male based Instagram demographic source
  35. Over 1300 big brands and companies have joined Instagram source
  36. More than 25% of Fortune 500 brands use Instagram source

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About ChicagoDesign
Michael Sim (@ChicagoDesign) is an interactive designer specializing in UI/UX, website design, video, and social media marketing. He is a fan of comic culture, including Star Wars, Star Trek, and Magic: The Gathering. Michael is also a lifelong Cubs fan, a social media influencer, and a Doritos connoisseur.
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