Stacy Jo Dixon
Research expert covering social media usage worldwide
Social media and events in the United States - statistics & facts
Generative AI, election news, activism, watching sports – Americans use social media for almost everything. Online users in the United States harbor reservations regarding the reliability of certain aspects of social platforms; however, they are willing to embrace the rough with the smooth and relish the entertainment that comes with them.
Although users in the United States seem somewhat excited about the thought of AI for creating social media content, they are not quite as excited about the prospects of AI in the media. As of March 2024, around 45 percent of adults in the U.S. thought that AI had had a negative impact on the media sector. Regardless of political stance, adults in the U.S. were particularly united on their attitude toward using AI to create deepfakes in journalism, saying that it was not morally acceptable.
Overall, social media was the least trusted news source for information about the 2024 presidential election amongst adults in the United States. Nonetheless, amongst Generation Z and Millennials specifically, it was the most used news source for election information.
A 2023 survey conducted in the States found that 81 percent of Black respondents felt that social media highlighted important issues that do not get a lot of attention otherwise, and 77 percent stated that social media gave a voice to underrepresented groups. Similar sentiments were reported amongst Hispanic and Asian respondents. When asked about the negative aspects of online activism, a fair share of respondents felt that it falsely made people think they were making a difference.
Generative AI, elections, activism, and sports all have ample space on American social media, proving its integration into users’ lifestyles, regardless of whether they fully trust the content or platforms.
Social media meets Generative AI
The world of generative AI has found its way into social media advertising, and online users are being drawn in. The use of generative artificial intelligence (AI) in social media was well-known to most respondents of a 2023 survey conducted in the United States. Overall, around 16 percent of respondents aged between 35 and 44 said that generative AI images created or shared by brands and advertisers were appealing. Furthermore, 12 percent of respondents between the ages of 18 and 34 stated that generative AI images were highly appealing in social media advertising when they are created or shared by influencers. AI content from artists and musicians on social media was most appealing to online users in the United States.Although users in the United States seem somewhat excited about the thought of AI for creating social media content, they are not quite as excited about the prospects of AI in the media. As of March 2024, around 45 percent of adults in the U.S. thought that AI had had a negative impact on the media sector. Regardless of political stance, adults in the U.S. were particularly united on their attitude toward using AI to create deepfakes in journalism, saying that it was not morally acceptable.
Trusting social media for election news
The 2024 United States elections are to be held on November 5, 2024, and a 2023 survey revealed that a significant proportion of Republicans in the United States had little faith in social media for accurately reporting election information. Approximately half of Democrats placed a fair amount of trust in social media's reporting of election information. Online users aged between 18 to 29 years were the most likely age group to trust social media accurately report election information.Overall, social media was the least trusted news source for information about the 2024 presidential election amongst adults in the United States. Nonetheless, amongst Generation Z and Millennials specifically, it was the most used news source for election information.
The online fight for rights
Social media has become a place for people to share their views on political and social matters. As of May 2023, 34 percent of social media users in the United States had been involved with an online group that shared an interest in an issue or cause. Just over one in ten people had used hashtags related to a political issue on social media in the past year. Gen Z adults were the most likely to have posted about societal issues, followed by Millennials, and Generation X.A 2023 survey conducted in the States found that 81 percent of Black respondents felt that social media highlighted important issues that do not get a lot of attention otherwise, and 77 percent stated that social media gave a voice to underrepresented groups. Similar sentiments were reported amongst Hispanic and Asian respondents. When asked about the negative aspects of online activism, a fair share of respondents felt that it falsely made people think they were making a difference.
Sporting events have a very social audience
Many fans engage online during games or use social media platforms to watch professional sports. Around 70 percent of Gen Z respondents stated that they preferred to watch sports on social media platforms during a global survey in April 2023. As of early 2024, the International Cricket Council was the most followed Olympic sports federation on Facebook by far, with over 41 million followers. There are almost 10 million Facebook followers for the International Basketball Federation and close to six million for Volleyball World on the popular social media platform. Over on Instagram, the International Cricket Council also took the lead, followed by FIFA.Generative AI, elections, activism, and sports all have ample space on American social media, proving its integration into users’ lifestyles, regardless of whether they fully trust the content or platforms.
