Social media use declined this year
Reports from the summer of 2023 show that social media use declined over the previous 12 months. People are using social media less often and they are staying online for less time. Part of the reason for this may be that younger people are using other means of communication. For instance, it’s been documented that Gen Z uses voice notes more often than other generations, but does not usually make voice calls. While millennials may use social media to communicate rather than calling someone, Gen Z turns to voice notes first.
But part of the change is just that consumers have left some platforms and begun to use others. For instance, sites like Facebook and Twitter have seen declining usage numbers, especially among these younger generations. But other platforms, like TikTok and WhatsApp, have either retained their place or gotten to be more popular. People use TikTok very differently than Facebook, so the shift to a new platform could impact usage rates.
Why people say they still use social media
Among those who do use social media, the top reason that they gave was that it was a simple way to keep in touch with people they cared about. This could include family members or friends. Fifty-four percent of those polled claimed these personal connections are why they are still on the platforms.
After that, however, 27% of people said that they wanted to check current news headlines. They are apparently used to getting their news on social media, so they don’t necessarily want to give up that information source.
Usage rates are still high
Another thing to keep in mind is that, although social media use may have declined somewhat, it’s still quite high overall. Facebook, Twitter, Reddit and other platforms still have billions of users. Even Gen Z, which has expressed concern about spending too much time on social media, still says that it’s a great way to find inspiration – and 30% of those asked claimed to use it for that specific purpose.
But it’s still important to keep an eye on how trends shift and change over time, especially when trying to identify the platforms that your audience is going to use. We can help you navigate this process here at Content Customs, as you work on social media marketing, content creation and much more.