I had several research questions in mind. Which are the top 20 social networking sites in the US? How many unique monthly visitors do they attract? How much time do visitors spend on these websites? How many visitors access these websites via mobile? Which of these websites are most important for marketers? What is the share of social media spending within total online advertising spending? How much can it grow? What will drive growth? This last question was of particular interest to me. We believe that mobile will be a key driver for social media spending growth. Here’s why:
More users are accessing social networking sites through mobile. As per our forecast, we expect the number of US social media users accessing social networking sites via mobile to exceed 200 million by 2018. Nearly one-fourth of them will be mobile-only social media users; the rest will access social networking sites via both PC and mobile.
The share of time spent on mobile social networking apps continues to increase. Social media apps are among the top apps that smartphone users use. The amount of time they spend on these apps continues to increase.