eMarketer: 51.7% of US social network users will only access platforms via mobile devices in 2019

Fewer and fewer Americans access social networking sites through PCs, with most users now exclusively using mobile devices. eMarketer predicts that in 2019, 51.7% of U.S. social network users will access social networking sites exclusively through mobile devices.

As smartphone use grows, PC and laptop use is declining. In 2019, the number of smartphone users in the U.S. will reach 232.8 million, surpassing the number of PC/laptop users (228.9 million) for the first time. The number of people accessing the internet solely on mobile devices will grow 10.6% to 55.1 million.

But social network users have been primarily mobile for years. While they may use PCs at school and work, social media use is mostly on tablets and phones.

eMarketer predicts that the number of social network users on PCs/laptops will decrease by 1.7 million in 2019.

In terms of platforms, the majority of Facebook’s US users have been accessing the platform exclusively on mobile devices since 2016. This year, it is expected that 66.3% of users will access the platform exclusively on mobile devices. Twitter has 22.9 million mobile users, accounting for 43.1% of its US users.

Instagram, which can be accessed through a PC browser but lacks basic features such as posting content, is the second most popular social network, with 106.7 million users. Snapchat, another largely mobile-only social media platform, is expected to have 77.5 million U.S. users this year.

The vast majority of Facebook's ad revenue comes from mobile. Its mobile revenue will continue to grow, accounting for 94.0% of total ad revenue this year.

Marketers are very interested in native mobile ads in Stories. According to a 2018 survey of senior US ad buyers conducted by Cowen and Company, nearly one-third of Instagram’s ad budget is spent on Stories.

According to a survey conducted by social media management platform Hootsuite in the third quarter of 2018, 64% of companies worldwide want to adopt Instagram Stories.

Additionally, 57% of companies plan to include mobile-first content in their social media strategies this year.

199IT.com Originally compiled from: eMarketer. Please do not reprint without authorization