Social media is a vital part of your customers’ lives and something many people can’t live without. Understanding the way your customers use social media will help you create a better engagement strategy.
The Temkin Group, a customer experience analyst firm, recently issued an interesting survey in which they examined the social media usage on computers and mobile phones among US consumers from 2012 until 2016. Let’s take a look at the 9 most important stats from that survey, and gain more insights about the use of social (i.e. desktop vs. mobile) split up for the different demographics.
1. Facebook rules as most popular social media site on computer.
Contrary to popular belief, customers don’t just use mobile to turn to Facebook. In 2016, 50% of consumers read or update Facebook on a daily basis, which makes it the most popular social network on computer. A full 19% even visit company Facebook pages on a daily basis. Interestingly, Facebook has claimed this top spot five years in a row.
2. 1 in every 10 people visits review sites Yelp & TripAdvisor on daily basis via their computer.
Reviews cannot be underestimated and make up a great part of how a business is perceived among consumers. As a result, customers regularly go online to find reviews about businesses. In 2016, 8% of customers turn to Yelp or TripAdvisor on a daily basis, with 7% (that’s again almost one out of 10) writing daily reviews.
3. 18- to 24-year-olds’ daily usage of Facebook declines the most.
The most drastic change of social media usage is in the 18- to 24-year old demographic for Facebook. Over the last year, the daily use of Facebook on computer has dropped with 6.2% on computer and 3.4% on mobile devices. Overall, Facebook is getting less appealing among the youngest age group. Moving to a slightly older age group, 25- to 34-year-olds visit company pages the most; 54% of within this demographic access a company’s Facebook page at least once a week on the computer.
4. 35- to 44-year-olds less active on almost all social media sites.
Interestingly, the general usage for almost all social media sites (except for review sites) has declined for the 35- to 44-year old demographic. In contrast, 45-to 54-year-olds are the only group that are increasing their activity on all social channels that have been taken into account in the survey.
5. Survey respondents still choose computer over mobile to read & update social media sites, but mobile is playing catch-up.
Contrary to popular belief, more respondents choose computer over mobile device to read through and update the social media sites examined in the survey (i.e. Facebook, Pinterest, LinkedIn, etc.) with the exception of Twitter. However, the difference is gradually shrinking.
6. Mobile usage of social more common among younger demographics
Without a doubt, 18- to 34-year-olds use mobile to visit social media sites. For people older than 45, it’s completely the opposite as mobile usage declines with age, with more computer usage for every social media site (except for Tumblr).
7. 18- to 54-year-olds are most likely to use Twitter on a daily basis
Twitter is mostly used among young and middle-aged demographics. Under the age of 55, a higher percentage of respondents use Twitter both on computer and mobile.
8. 1 out of 2 respondents read reviews on computer, 62% of those access review sites once a week
In the survey, 53% of respondents use a computer to read reviews on rating sites, 62% of those visit a review site less than once a week. For mobile, 37% of respondents frequently read reviews on their mobile device.
9. 25% of 25-to-44 year-olds frequently write reviews
For those who think review sites are dead, think again. Computers are clearly the preferred method for periodic review-writers, most of which are clearly in a younger age group. As a result, 25% of 25- to 44-year-olds or one out of every 4 customer write reviews on review sites on a frequent basis (i.e. less often than once a week).
If you want to build a social customer service program, you need to get a complete overview of your customer, and learn more about how your customers are using social media to better meet their needs.