Survey: 87% of Americans use social media daily
An overwhelming majority of Americans use social media daily, presenting a large opportunity for retailers and brands.
According to a new survey from digital marketing agency Adtaxi, on average, 87% of all respondents reported using some kind of social platform every single day. Social media popularity isn’t relegated to younger Americans either. Users aged 30-44 have the highest daily usage (89%), but even among those over 60, 80% engage daily.
Among monthly social media users, over half (56%) report encountering products or services that catch their interest, increasing to 88% among weekly social media users. Nearly half (48%) of all monthly social media users actively search for products or services of interest. Among weekly users, this activity significantly increases to 76%.
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In the past month, 68% of adults (over 70% of social media users) made a purchase directly through a social media platform. Adtaxi found that more Americans are turning to Facebook, Instagram and YouTube when shopping for big-ticket items like new vehicles. In the past year, there has been an increase in purchasers willing to buy a car online, from 49% in 2023 to 57% in 2024.
“The findings of our 2024 Social & Commerce Survey are important for digital marketers to examine as they develop strategies for their client’s social media campaigns,” said Chris Loretto, executive VP of Adtaxi. “It is clear that social media has a tight hold on the consumers' attention on a day-to-day basis. In order to reach target audiences where they are, marketers must utilize these platforms in an organic and genuine way.”
Adtaxi’s survey was conducted online using Survey Monkey among a national sample of 1,022 adults across U.S. geographic regions, income levels, genders and ages. The survey was conducted on July 29, 2024.
