Active Social Media Usage Grows on Mobile Devices, Especially On iPhones

Temkin Group's Fourth Annual Social Media Benchmark Examines 10,000 U.S. Consumers

News provided by

May 05, 2015, 08:35 ET

WABAN, Mass., May 5, 2015 /PRNewswire/ -- Temkin Group released new research, Social Media Benchmark Study, 2015. This annual study examines 10,000 U.S. consumers' use of several different social media sites, on computers and mobile devices, and compares the results to previous studies from 2012, 2013, and 2014. The research includes Facebook, LinkedIn, Twitter, Google+, Pinterest, Tumblr, and third-party rating sites.

Logo - http://photos.prnewswire.com/prnh/20150504/213556LOGO

Consumers increased their daily computer usage across all social media sites we examined. While daily Facebook access showed the smallest increase, from 46.5% in 2014 to 47.1% in 2015, Twitter jumped the most as daily computer users increased from 13.4% to 16.1% over the past year.

Social media activity grew even faster on mobile devices. Daily mobile usage of Facebook increased the most, from 29.3% in 2014 to 36.1% in 2015. Pinterest showed the most momentum, growing its audience of daily mobile users from 8.0% to 11.4% over the last year.

"Social media is growing faster on mobile devices than on computers, and it looks like the sweet spot is with 25- to 44-year-olds and iPhone users," states Bruce Temkin, Customer Experience Transformist & Managing Partner of Temkin Group.

The youngest group of consumers we studied, those between the ages of 18 and 24, lowered their daily computer usage of Facebook, LinkedIn, Twitter, Google+, as well as with ratings and review sites like Yelp and TripAdvisor. Those young adults also lowered their daily mobile use of LinkedIn and Google+. They are also are very mobile-centric, as they are more likely to use Facebook, LinkedIn, Twitter, and Pinterest daily on their mobile devices than on their computers.

Consumers between the ages of 25 and 34 are the most active on Facebook, Twitter, Google+, Pinterest, and ratings sites. Across both computers and mobile devices, consumers between 35- and 44-years-old showed the most increase in daily social media activity between 2014 and 2015.

The research also showed that iPhone users are the most active on Facebook, Twitter, and Pinterest, while Blackberry users are the most active on LinkedIn, Tumblr, and ratings sites.

This research report can be accessed from the blog, Customer Experience Matters^®, at ExperienceMatters.wordpress.com or at the Temkin Group's website, www.TemkinGroup.com.

For more information about Temkin Group, visit www.TemkinGroup.com.

About Temkin Group: Temkin Group is widely recognized as a leading customer experience research and consulting firm. Many of the world's largest brands rely on its insights and advice to steer their transformational journeys. Temkin Group combines customer experience thought leadership with a deep understanding of the dynamics of organizations to help accelerate results. Rather than layering on cosmetic changes, Temkin Group helps companies embed practices within their culture by building four critical competencies: Purposeful Leadership, Employee Engagement, Compelling Brand Values, and Customer Connectedness. The firm's ongoing research identifies leading and emerging best practices across a wide range of activities for engaging the hearts and minds of customers, employees, and partners. Temkin Group also publishes Temkin Ratings (wwwTemkinRatings.com), an annual evaluation of companies based on consumer feedback. For more information, contact Bruce Temkin at 617-916-2075 or send an email.

About Bruce Temkin: Bruce Temkin is widely recognized as a customer experience thought leader and is Customer Experience Transformist and Managing Partner of Temkin Group. He is also the co-founder and Chair of the Customer Experience Professionals Association (CXPA.org), a global non-profit organization dedicated to the advancement of customer experience management. Prior to forming Temkin Group, Bruce served as Vice President & Principle Analyst at Forrester Research. During his 12 years with Forrester, he led many of the company's research organizations and was Forrester's most-read analyst for 13 consecutive quarters.

Customer Experience Matters is a registered trademark of Temkin Group.

SOURCE Temkin Group