More than half of online adults (56%) use more than one of the five social media platforms measured in this survey, a share that is statistically unchanged from the 52% who did so in 2014.
Facebook remains the most popular social media platform, with its users visiting the site more regularly than users of other social media sites.
Average CPMs were lower on Instagram ($4.44) than on Facebook ($5.75) on a global basis in Q1.
Around one-third of online adults (32%) report using Instagram – roughly the same share as in 2015, when 27% of online adults did so.
Facebook continues to be America’s most popular social networking platform by a substantial margin: Nearly eight-in-ten online Americans (79%) now use Facebook.
9 in 10 marketers say that social media is important to their business, with the most commonly cited benefits being increased exposure and traffic.
It’s well known by now that Instagram is the top social platform for post engagement rates, although those rates have been on the decline.
Facebook is easily the most popular social channel for advertising, but Instagram seems to be gaining on more mature offerings.
The growing success of visually oriented social media platforms like Snapchat and Instagram is encouraging more interest in producing visual content among advertisers.
Almost 8 in 10 Americans aged 12 and older currently use some form of social media, according to the latest annual Infinite Dial report [PDF] from Edison Research and Triton Digital.