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Internet / Mobile / Social Media

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The World Wide Web turns 31 on March 12, 2020.  In this relatively short period of time, "going online" has become an integral part of many Americans' daily lives – at work, at home, and at leisure.  We now have a generation of consumers who never know life without being online, and even older segments of the population have incorporated the Internet into their routines.

From the PC as geek "toy", desktops, laptops, mobile phones and tablets have evolved into essential tools.  Consumers routinely seek out audio and editorial content online.  Ever-faster connections have led to the rise of online as a primary vehicle for video entertainment – to the point where the computer and mobile devices are now referred to as "second" and "third screens" respectively.

The Internet grew rapidly since its invention and in more recent years has been accompanied by the rise of mobile connectivity:

  • As of Q4 2019, there are an estimated 312 million internet users in the United States.

(Source: Statista; Internet World Stats; ITU, 2019)

  • Share of U.S. adults who used the internet in 2019 by age:
    • 18-29: 100%
    • 30-49: 97%
    • 50-64: 88%
    • 65+: 73%

(Source: Pew Research Center, Internet Broadband Fact Sheet, 2019)

  • 48% of adults 18-29 said that they are online almost constantly.

(Source: Pew Research Center; MarketingCharts, 2019)

  • The types of websites and online services visited in the past 4 weeks:
    • Search engines, 78%
    • Online stores, 73%
    • Social media websites and apps, 69%
    • Video websites and apps, 66%
    • Company websites and apps, 47%
    • News websites and apps, 43%
    • Blogs, 23%
    • Newsletters, 15%

(Source: Statista Global Consumer Survey, 2019)

Adult ownership of cell phones has also soared:

  • As of Q1 2019, the majority of Americans (96%) now own a cellphone of some kind.
    • 81% of Americans own a smartphone while 15% own a regular cellphone.
  • Roughly 1 in 5 Americans (17%) are smartphone only internet users and do not have a traditional home broadband service.
  • Smart phone dependency for online access by age group:
    • 18-29: 22%
    • 30-49: 18%
    • 50-64: 15%
    • 65+: 12%

(Source: Pew Research Center, Mobile Fact Sheet, 2019)

  • Type of activities done on a smartphone at least once per month:
    • Use search engines, 58%
    • Visit social networks, 57%
    • Write/read e-mails, 54%
    • Use maps and route planners, 49%
    • Listen to online music/videos, 8%
    • Search for product info, 45%
    • Chat and write short messages, 43%
    • Play games, 43%
    • Shop, 41%

(Source: Statista Survey, Feb. 2019)

  • Mobile e-commerce spending reached $41.2 billion as of Q2 2019.

(Source: comScore, Global State of Mobile, 2019)

  • Top five popular mobile app categories among A18+
    • Communication and social, 98%
    • Web browsers, 98%
    • Utilities and tools, 97%
    • Entertainment, 96%
    • Seach and reference, 93%

(Source: Verto Statista Report September 2019)

Social media use plays a big part in American lives today

  • An estimated 223MM people 12+ are used social media in 2019
    • There are an estimated 15MM fewer Facebook users today than in 2017

(Source: The Infinite Dial 2019 - Edison Research/Triton Digital)

  • Share of U.S. adults who used social media in 2019 by age:
    • 18-29: 90%
    • 30-49: 82%
    • 50-64: 69%
    • 65+: 40%

(Source: Pew Research Center, Social Media Fact Sheet, 2019)

  • Most popular social platforms among teenagers in the U.S.
    • Snapchat, 41%
    • Instagram, 35%
    • Twitter, 6%
    • Facebook, 6%

(Source: Piper Jaffray; Business Wire, Taking Stock with Teens Spring 2019, average age 16.3 years)

  • Most popular mobile social media apps in the U.S. among A18+
    • Facebook, 91%
    • Instagram, 65%
    • Facebook Messenger, 57%
    • Twitter, 44%

(Source: Verto Statista Report September 2019)

  • In 2019, the average daily time spent on any social platform by A18+ was 1.14 hours. 

(Source: eMarketer, June 2019)

As online populations continue to grow, and time spent with digital media, marketers are diverting more of their ad budgets to online, with digital advertising becoming the #1 media category. 

  • As of August 2019, advertisers have been increasing their budgets in digital advertising (11.8%) while decreasing their spending in traditional advertising (-0.02%)

(Source: McKinsey; Duke University; American Marketing Association; Deloitte; CMO Survey, 2019)

  • Total mobile ad revenues continued to grow, increasing its share of internet advertising revenue to 69% in the first half of 2019.
    • Desktop-$9.3B
    • Mobile-$20.6B
    • Total Search-$29.9B

(Source: IAB/PwC Internet Ad Revenue Report, HY 2019)

For additional information/insights on Digital (Internet/Mobile/Social Media)

IAB  (Interactive Advertising Bureau)
http://www.iab.net

Borrell Associates, Inc.
https://www.borrellassociates.com

comScore, Inc.
http://www.comscore.com

eMarketer
http://www.emarketer.com

Nielsen
http://www.nielsen.com

Pew Research Internet Project
http://www.pewinternet.org

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