• by Ray Schultz , Columnist, October 10, 2024

Publishers who doubt the impact of social media have at least one cause for optimism: a new report from Adtaxi showing that 87% of respondents use some social platform every day.  

The highest usage, 89%, is among people in the 30-44 age category. But 80% of those over 60 also report daily engagement, proving that “these platforms are the key for digital marketers looking to reach a variety of demographics, regardless of gender, age or income level,” says Murry Woronoff, director of research for Adtaxi. 

That doesn’t necessarily mean that social platforms are going to outpace search in driving traffic. And in this election year, readers have to be wary of misinformation being spread through social.  

Overall, though, the study confirms that “while the number of U.S. adults going online to engage in social media might be approaching a plateau, the frequency with which they participate, and the time they spend doing so, is still increasing and will help influence the sale of many products and services,” Woronoff argues.

Indeed, 68% of adult consumers—70% of social media users—have purchased directly through a social platform, while 56% of monthly users see items that interest them.  

This obviously includes big-ticket items: of the consumers polled, 57% are willing to buy a car online, up from 49% in 2023.

“It is clear that social media has a tight hold on the consumers' attention on a day-to-day basis,” concludes Chris Loretto, EVP of Adtaxi. “In order to reach target audiences where they are, marketers must utilize these platforms in an organic and genuine way.”

On behalf of Adtaxi, Survey Monkey surveyed 1,022 U.S. consumers on July 29, 2024.