Marketers have enthusiastically embraced social media as part of their marketing programs. But those who primarily depend on social media for marketing should be aware of some recent studies which point to a softening social media market.
In March, a study released by Edison Research and Triton Digital shows a significant decline in Facebook usage by Americans age 12 or older, according to Marketing Charts. Total usage dropped to 62 percent this year from 67 percent last year, the first decline in ten years.
Also from Marketing Charts, a February report issued by Shareaholic shows a shift away from social media referrals back to search referrals. In early 2017, search regained the lead from social media as a referrer of traffic, according to the report. For the year, the leading six search engines drove 34.8 percent of measured site visits, while the top thirteen social networks accounted for just 25.6 percent. Google was the leading search engine. Facebook, the leading social network, was responsible for less than 20 percent (18.2 percent) share of visits by the second half of 2017. A year earlier, its share was 30.9 percent.
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