Social Media Engagement: The Surprising Facts About How Much Time People Spend On The Major Social Networks
“In a recent report, BI Intelligence calculates an Engagement Index for top major social networks and compares their performance in terms of time-spend terms per-user, on desktop and mobile. We also look at how the different top activities on social media — photo-sharing, status updates, etc. — are indexing in terms of activity, and which sites drive the highest volume in each category. This report complements our popular reports on social media demographics and global audience sizes.
Here are our findings:
- Social is now the top Internet activity: Americans spend more time on social media than any other major Internet activity, including email.
- Social-mobile rules: 60% or so of social media time is spent not on desktop computers but on smartphones and tablets.
- Facebook attracts roughly seven times the engagement that Twitter does, when looking at both smartphone and PC usage, in per-user terms.
- Snapchat is a smaller network than WhatsApp, but outpaces it in terms of time-spend per user.
- Pinterest, Tumblr and LinkedIn made major successful pushes last year to increase engagement on their mobile sites and apps. The new race in social media is not for audience per se, but for multi-device engagement.
- Multi-device social media: Our analysis is based on BI Intelligence’s social media Engagement Index, which compares the effectiveness of social networks in keeping individual users engaged across smartphones and desktop PCs (for an explanation of the Index, sign up for instant access to BI Intelligence). “