There was a slight increase in time spent on social media by the average US user in 2021. This was only a few minutes incremental increase from the previous year.
In 2020, the time spent by American users on social networks increased by 16% in total. The root cause of this was obviously the pandemic which encouraged more people to access the benefits of the internet. But that’s not all. Several events happened that year which sparked controversies and discussions that made their way to social media platforms like Facebook, Twitter and more. Although, with the gradual reduction of these events and, in particular, the pandemic situation, we have seen things become more and more normal. In 2020, we had an average length of 94.5 minutes, which was huge.
With this in mind, it makes sense that time spent on social media will see a decline in 2021. Unlike the previous year, 2021 achieved very low overall growth with an increase of only 2.6% reaching 97 minutes on average . But that’s not bad at all compared to 2020 which saw huge gains thanks to the pandemic. Although, unlike the previous year, growth was not sustained due to platforms like Facebook and Pinterest which are more suited to digital marketing and ideas. Instead, we have community and entertainment-based apps like Tiktok, Snapchat, and LinkedIn to thank for keeping everyone engaged in the digital world.
A number of factors affect this growth process. Some of these include new social media platforms that are seeing an increase in users such as Tiktok. But that’s not all, as TikTok is mainly a platform for sharing short videos and interacting with them, the time spent is naturally longer than others. That’s why TikTok is one of the biggest reasons we’re seeing growth even after the pandemic.
It is expected that by 2023, the time spent will gradually decrease to 94 minutes. As we approach the end of the pandemic, this drop will continue for a bit longer, but it is not expected to drop below 90 minutes. 2020 has proven to be a very good year for bringing people into the digital world and its benefits.
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