Some 19% of American adults visit a company’s Facebook page each day from a computer, and a similar proportion (17%) do so every day from their mobile phone, according to data released by the Temkin Group. The results of the Q1 survey of 10,000 US consumers indicate that Americans are more likely to visit company pages on Facebook than to read or update their own accounts on other social platforms.
Of the other social platforms cited, Twitter sees the most frequent usage, with 18% engaging with the platform every day from a computer and 16% daily from a mobile phone.
It’s interesting to see that daily social media activity is generally higher on computer than mobile phones, particularly since comScore data indicates that more than three-quarters of social media time is spent with mobile devices. It may simply be that the Temkin Group is measuring breadth of usage (reach), whereas the comScore figures show depth of use (consumption).
In comparison to a similar survey conducted by the Temkin Group in 2014, though, these latest figures do show a much more rapid increase in daily social activity on mobile phones than on desktops, as one would imagine.
In reporting the results, the Temkin Group also noted some interesting additional highlights:
- 18-24-year-olds have shown the biggest drop in Facebook use of all age groups, on both desktops and mobile phones (cue media frenzy), with the 45-54 age group having the biggest increase in daily usage
- While the percentage of consumers visiting company Facebook pages daily from a computer has edged up slightly from 2014, all age groups under the age of 45 decreased the frequency of their visits to company pages from last year; and
- The age group with the most frequent daily usage of social media tends to be the 25-34 bracket, on both computers and mobile phones.