The average attention span of a goldfish is 9 seconds. In 2000 social media analytics credited humanity with a 12 second attention span, in 2013 that average fell to 8 seconds. Scoff if you like, but I tend to believe statistics culled by social media marketers.
- Close to half the world’s population (3.03 billion people) are on some type of social media.
- 64% of online shoppers say that a video on social media helped them decide on a product to buy.
- Only 43% of online stores receive significant traffic from their social media pages.
- Acknowledgment is key: 77% of Twitter users appreciate a brand more when their tweet is responded to. It takes about 10 hours on average for businesses to respond to a tweet, even though customers want a response within four hours.
- Content marketing is a top priority of B2B businesses after brand building and social media engagement.
- 59% of adults between 18 and 29 are using Instagram.
- The average person spends about 20 minutes on Facebook or one in every six minutes a person will spend online.
- 1.57 billion YouTube users watch about 5 billion videos on average every single day. Of the 2.1 billion total accounts on Facebook, 270 million profiles are fake.
- 86% of women will look at social media before deciding to make a purchase.
- People are accessing 69% of their media on their smartphones.
- 89% of people on smartphones are using apps, while only 11% are using standard websites. Unsurprisingly, Facebook is the most popular app at 19% (measured by time spent).
- Pinterest is number one for mobile social media, with 64% of referral traffic being driven by smartphones and tablets.
- 57% of all mobile users will not recommend a business if their mobile website is poorly designed or unresponsive.
- 40% of all mobile users are searching for a local business or interest.
- Mobile websites that load in 5 seconds or less will end in a viewing session that’s 70% longer than their slower counterparts.
- 92% of American teens accessed the internet on a daily basis, where 56% claim to connect several times a day, and 24% are connected almost constantly to the internet.
Lets talk selfies, next to tediously boring photos of mealtime “nobody cares what you had for dinner” fluff, selfies are a blight more annoying than hot sidewalk gum stuck to the bottom of your shoe. Stalwart aversion to catatonic postings of selfies on social media and subsequent refusal to validate self centered media content with likes, solidifies my place as a middle aged dinosaur. Every week over 20 million selfie posts are immortalized on social media, who am I to bemoan the erosion of civilization?
Social media is a business. It knows precisely how vain, inattentive, malleable, financially sound, politically inclined and impulsive every last one of us is. It knows who we are, where we are, what we eat, where we shop, how we vote, our views on abortion, gay rights and immigration. Prospective employers, financial institutions, property management companies and law enforcement routinely scrutinize social media footprints.
Valuable as it is intrusive, pondering social media asks only that we understand how it works, personal footprints we leave behind and magnitude of this marketing tool.