Use of social media and internet adopting more broadly are flat based on new information from the Pew Research Center . The organization found the percentages associated with users who own smartphones, use social media marketing and the internet overall is approximately identical to 2016 figures, or perhaps down slightly:
The shares of Oughout. S. adults who say each uses the internet, use social media, own the smartphone or own a pill computer are all nearly identical towards the shares who said so within 2016. The share who state they have broadband internet service at home presently stands at 65% – almost identical to the 67% who mentioned this in a survey conducted within summer 2015. And when it comes to desktop computer or laptop ownership, there has really been a small dip in the general numbers over the last two years – through 78% in 2016 to 73% today.
Only 65 percent broadband transmission. What’ s impressive about the above excerpt from the survey is that broadband internet penetration stands of them costing only 65 percent of all US grown ups. Pew says that multiple elements are standing in the way of more penetration: rural availability, cost, difficulty or basic lack of interest.
On the latter point, the Pew survey in 2013 discovered that about 34 percent associated with non-internet users had no curiosity about going online and said the internet wasn’ t relevant to their lives. (That question was not updated in the most current report. )
Saturation is a factor in some groups such as smartphones. As the chart over indicates, roughly 95 percent associated with survey respondents have “ mobile phones, ” according to the survey. And 90+ percent of those under 50 personal smartphones (97 percent are online).
Changes taking place within categories. In spite of friction or saturation in several categories, Pew observed that the marketplace is still fairly dynamic and there is certainly growth in several areas. For example , whilst overall social media penetration and use aren’ t growing, selected websites (e. g., Instagram) are. Pew also said, “ Looking further than the adult population, the social media marketing environment of today’ s teens looks remarkably different than it do just a few years prior. ”
In addition , smartphone web usage continues to grow at the expense associated with PCs. In 2016 Pew discovered the number of “ smartphone-only” internet users had been 12 percent. Today that number is definitely 20 percent.
Additionally, there are new device categories (e. gary the gadget guy., smart speakers, wearables) that have surfaced and continue to grow. By many measures, half of all US families will soon have a smart loudspeaker. Pew also cited smart house device adoption and IoT because categories that will continue to see development in the coming years.
What it means for marketers. The takeaway is that whilst overall adoption of core web technologies is flat, the market remains quite dynamic and evolving. Marketing experts need to be able to continue to adapt to changes in behavior, from one platform to a different and one device category to another. In the past there has been a meaningful lag among consumer adoption of technology plus use of that technology for advertising purposes.
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