RBC Capital Markets: 2017 Third Annual Social Media Survey Report

199IT original compilation

RBC Capital Markets surveyed 5,000 U.S. internet users (ages 13+) about their social media usage, specifically Facebook, Twitter, Instagram and Snapchat.

Overall, social media usage continues to rise. 82% of respondents use social media, a significant increase compared to the surveys in June (69%) and December (73%) 2016. Compared to 12 months ago, netizens are more inclined to increase their social media usage (27%) rather than reduce it (21%). In the next 12 months, 17% of respondents plan to increase and reduce their social media usage, which is consistent with the previous two surveys.

Among the four major US social media networks, Facebook's trend is slightly weak, Instagram is more positive, Twitter is weak, and Snap is neither good nor bad. First, Facebook is still the leader in social media, with 91% of US social media users having a Facebook account, followed by Instagram (47%), Twitter (42%) and Snapchat (31%). Facebook's trend is not optimistic, with a significant decline among users aged 13-18. Facebook is still considered the most important social network, with 64% of respondents believing so, a decrease from the previous two surveys. On the other hand, Snapchat and Instagram have the highest user satisfaction levels, while Twitter has the lowest. In terms of user intent, Snapchat leads, Instagram is narrowing the gap, followed by Twitter and Facebook.

In terms of new features, 46% of Facebook users use Messenger every day or every week, and 10-12% of users use Watch/Marketplace Tabs every week or every day. 12% of Twitter users use Explore Tab every day or every week. 29% of Snapchat users frequently use Snap Maps. 39% of Instagram users frequently use Stories.

From the perspective of the stock market, Facebook's long tail theory is confirmed again, especially its leading position in all age groups and higher engagement. Moreover, Facebook's declining visit intention and satisfaction are compensated by Instagram's strength. At the same time, Twitter's engagement and satisfaction are lower, which is consistent with the user intention trend.

The PDF version will be shared to the 199IT exchange group. 199IT thanks you for your support!