Social media is continuing to play an increasingly large role in the life of the digitally connected user. As reported by eMarketer, amongst American web users who engaged with two or more technology platforms to communicate with others (including email or text messaging) in a given week, an average of 23 hours is spent on email, text and social per week.
The Popular Platforms
Email and Facebook were found to be the most used platforms, with 87% of users surveyed logging in weekly to use both the mediums to communicate. Following these was text messaging, used weekly by 68% of respondents. Surprisingly even niche social networks such as Instagram, LinkedIn and Pinterest saw over 10% of US Internet users logging in weekly.
The Growing Time Spent
Along with the general usage of the sites, the amount of time devoted to the social networks is in turn very high. Email and Facebook again topped these rankings, with an average of 7.8 hours weekly spent on email usage and 6.8 hours on Facebook. Interestingly, Google+ users were found to spend more time in a week on the network than Twitter users; 4.3 hours as compared to 4.2 hours.
Looking at the frequency of use, the photo-focused platforms, which are highly mobile-based, are especially popular. Instagram saw 70% of users logging in daily, and Snapchat, still fairly new, almost matched this number at 67%.
Are They Tiring?
As the time spent online and engaging on social platforms grows, even the most keen users are feeling the need for a break from all the technology. eMarketer reported that just over 50% of respondents claimed to have paused their digital lives at least occasionally last year in favour of face-to-face communication. Even more, 62%, had plans to do the same for the next year.
Despite this, last year the number of time daily spent by the average US user on social networks grew from 30 minutes to 37. That is, whilst users are aware of the amount of social time they are spending on technological devices, and so may want to cut down, the numbers of usage time are going up. This is important for DMOs to take account of as they devise their digital strategies; social network usage is continuously rising, users are dedicated to using a range of platforms, and all these platforms are growing increasingly intrinsic to the consumers’ lives.
Discussioncomments powered by Disqus
More from #DTTT
In May we present:Meet…Heili Klandorf-Järvsoo from Estonia Tourist Board
Heili Klandorf-Järvsoo is the Head of Tourism Marketing at Visit Estonia, and she will be joining us at #DTTTCampus alongside a panel of other DMOs to share insights on the in’s and out’s of Visit Estonia’s ‘Storytellers Nest’.
In May we present:Meet…Kevin Wright from Travel Oregon
In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]
In May we present:Meet…Gloria Loree from Destination Canada
We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.#brand experiences #destination canada #brand narrative #brand stories
In May we present:Meet…Daniel Bury VR Filmmaker
Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.#VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
In May we present:5 Reasons Why to Visit #DTTTCampus 2019
In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.#dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo
In May we present:Meet…Paul Kubalek – Digital Media Manager at Saalbach Hinterglemm
Paul will be joining us at #DTTTCampus alongside a panel of other DMOs to talk about working with influencers, the story behind the ‘Storybase’ campaign and the kind of results they’ve seen since this campaign began.#influencer experiences #storybase #influencer marketing #influencer