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Social media marketing penetration in the U.S. 2013-2019

The timeline shows social media marketing usage rate among U.S. companies from 2013 to 2019. In 2017 it was calculated that 90 percent of U.S. businesses were using social media for marketing purposes. The source projected the rate would increase from 86.2 percent in 2013 to 91 percent in 2019.

Social media marketing – additional information

Everyone knows that social media started as an entertainment tool and evolved to a powerful marketing tool. While it serves its primary purpose of connecting people, at the same time it plays a major role in connecting marketers with current and potential customers. Marketing professionals agreed that social media was very important to their business. In fact, 63 percent agreed with it strongly. These convictions are reflected in growing expenditures towards this medium. In the United States alone, social media marketing spending is expected to exceed 17 billion U.S. dollars in 2019 – almost ten billion increase, compared to 2014.

When asked about the leading challenges of social media marketing, 67 percent of surveyed marketers stated that assessing its effectiveness was their main concern, followed by strategy design and analyzing obtained data. In order to evaluate the effectiveness, U.S. social media specialists employed a number of measurements. Counting the number of hits, visits or page views was the leading social media metric used in 2014. In addition, 45 percent of respondents believed that the number of friends or followers on social platforms was a significant indicator of marketing success.

Specific platform usage among social media professionals varies depending on the type of commerce transaction. Twitter seems to be a shared platform, ranked second in usage for both business-to-business and business-to-consumer industries. The difference is visible when considering the primary spot. Among B2C marketers, 94 percent used Facebook, while among B2B marketers, 94 percent indicated using LinkedIn.

Social media marketing usage rate in the United States from 2013 to 2019

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Release date

November 2017


United States

Survey time period

2013 to 2017

Special properties

among companies with 100+ employees; includes use of any proprietary public-facing social media tools for marketing purposes, blogs, microblogs, photo and video-sharing, podcasts, ratings and reviews, social games, social networks, virtual worlds, wikis, etc.; includes organic and paid functions

Supplementary notes

* Forecast.
Figures for periods prior to 2015 come from previous reporting.

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