Mobile, Internet, Social Media, and Ecommerce

Anke Corbin

Mobile and Internet Usage in the US

The information on this page was current at the time it was published. Regulations, trends, statistics, and other information are constantly changing. While we strive to update our Knowledge Base, we strongly suggest you use these pages as a general guide and be sure to verify any regulations, statistics, guidelines, or other information that are important to your efforts.

US Media – Internet Usage

As you think about entering the United States to expand your market, build a business, and sell your product or service, one of the areas you will need to understand is the ‘digital landscape’, the ways in which mobile, the internet, and social media are used in the country.

First, what is the digital infrastructure or networked readiness of the US? Is the government set up to support digital and do people use it? And you may want to know what percentage of the population owns a smartphone or a computer, and what activities are more likely to be done on each kind of device. And what about social media? Do people use it? If so, what social media platforms are favorites in the US? And do Americans purchase things online? What and with which devices?

Getting a sense for mobile and internet usage in the United States, and combined with what you know (or need to know) about your target market, will help you better understand how your target market can be reached, how they will find you on their own, and you will choose to present and promote your products and services.

US Networked Readiness Index

The question of whether the United States can be classified as a “digital country” is a pertinent one in today’s technology-driven world.

The World Economic Forum’s Global Information Technology last report provides a comprehensive assessment through its Networked Readiness Index (NRI), which delves into the factors, policies, and institutions that empower a nation to fully harness the potential of information and communication technologies (ICTs) for enhanced competitiveness and societal well-being.

The NRI findings reveal a compelling correlation between a country’s level of ICT adoption and the transformative impacts ICTs have on its economy and society.

Having a strong digital infrastructure and networked readiness translates to a big impact on the economy and society, and means that companies in America can leverage digital to create new businesses and opportunities.

Internet and Mobile Usage, Purchase Behavior, and Social Media in the US

The internet has become an indispensable tool for communication, information, and entertainment, and Americans are among the world’s most avid users.

According to Pew Research Center, 93% of U.S. adults use the internet, and

87% of them use it on a daily basis. This widespread use is evident across all age groups, with

93% of 18-29-year-olds,
92% of 30-49-year-olds,
82% of 50-64-year-olds, and
67% of 65-and-older adults use the internet daily.

Age Group	Daily	Weekly	Monthly	Less Than Monthly
18-29	95%	4%	1%	<1%
30-49	92%	6%	2%	<1%
50-64	82%	15%	3%	<1%
65+	67%	26%	7%	<1%

People do many things online, including using search engines, checking email, looking for product information, and visiting social networks. Some activities, like watching videos and visiting social networks, are done more often on smartphones.

But people are just as likely to use a smartphone or computer for other activities, like looking for product information and using search engines.

Google is the most popular search engine, with over 90% of page views. And while computers are still used for more web traffic than smartphones, smartphones are becoming more popular.

Based on Statcounter Global Stats for October 2023, the latest US top 5 search engines:

Google: 92.94%
Bing: 2.75%
Yahoo: 1.64%
DuckDuckGo: 1.24%
Ecosia: 0.55%

Device Type	Share of US Web Traffic Page Views
Desktop	58.75%
Mobile	41.25%
Tablet	14.25%
Smartphone	27.00%

Globig Insights – Internet Usage in the US:

Americans are online and they are looking for products and services – hopefully including yours – via the internet.
Make sure you have a solid online presence that is compelling and pleasing for the American audience. By culturally localizing your product, service, app, and online presence, you increase your chances that people will find your offering relevant and comfortable for them.
Go to the Globig Marketplace to find vendors and consultants who can help you put together a winning localization plan.
Americans are searching for information and doing product research online, often with a mobile device. Don’t design just for the computer. Have a mobile-friendly presence!
Do you have an SEO strategy? Is it for just your own country or are you also planning for the US and other countries?
Google is the dominant search engine in the US and their primary objective is relevant search results. They will give preference to local websites to make searches more relevant within each country, and also give preference to websites that have been localized for the people and language spoken there.
Since you don’t want to be buried pages down in search results, make sure you have an international SEO strategy in place.
Globig provides guidance on International SEO for the US, and if you need assistance with understanding and developing an SEO strategy, visit the Globig Marketplace where you can find vetted experts.

Connected Devices in the United States

A recent study conducted by Google revealed that the average American household owns 22 connected devices. This number has been steadily increasing in recent years, as more and more devices become connected to the internet.

US Device Ownership

Smartphones are the most popular connected device in the US, with 85% of Americans owning one.

74% of Americans own a laptop or desktop computer.
45% of Americans own a tablet.
35% of Americans own a smart speaker.
25% of Americans own a smartwatch.

US Device Usage

Smartphones are used for a wide variety of activities, including communication, social media, and internet browsing.
Laptops and desktop computers are still used for many tasks that require more power or a larger screen, such as work and gaming.
Tablets are often used for entertainment and light browsing.
Smart speakers are used for voice control, music playback, and news updates.
Smartwatches are used for fitness tracking, notifications, and quick access to apps.

The Future of Connected Devices

The number of connected devices in the US is expected to continue to grow in the coming years. This growth will be driven by the increasing popularity of smart home devices, wearable technology, and virtual reality devices.

Mobile Technology in the United States

Mobile technology has become an indispensable part of life in the United States. In 2023;

There are 129.3 mobile subscriptions for every 100 people in the US, and nearly 87% of adults own a smartphone.

Smartphone ownership and usage have increased significantly in recent years. In 2011, only 31% of adults owned a smartphone. Today, smartphone ownership is nearly ubiquitous:

95% of 18-29-year-olds own a smartphone.
92% of 30-49-year-olds own a smartphone.
82% of 50-64-year-olds own a smartphone.
67% of 65+-year-olds own a smartphone.

Americans are using their smartphones for a wider range of activities than ever before. In 2023, the average American adult spends over 5.2 hours per day on their smartphone. Smartphones are now the most common way for Americans to access the internet, go online for social media, and take photos and videos.

Smartphone Ownership in the US, 2023, by Age Group

Data shows that smartphone ownership is nearly ubiquitous in the United States, with the vast majority of adults in every age group owning a smartphone.

Smartphone ownership is highest among younger adults, with 95% of 18-29-year-olds owning a smartphone.
Smartphone ownership is also high among adults aged 30-49 (92%) and 50-64 (82%).
Even among adults aged 65 and older, smartphone ownership is now 67%.

Globig Insights – Smartphone Ownership in the US

Many Americans have smartphones today.

Smartphones are an important device for many Americans. As stated in the Internet section, make sure that you have a mobile strategy. Does your site look good on a mobile? Do you have an app? Is your mobile SEO ready to go?
- More than 8 out of 10 in the 18-49 year old range have smartphones, and even nearly 1 in 3 who are 65+ have a smartphone
- Nearly 50% are just as likely to use their smartphone as their a computer to use search engines or look for product information
- Almost a third are just as likely to use their phone as a computer to purchase products and services online

If you need assistance in making your content mobile friendly or in developing a mobile strategy, you can find vetted vendors in the Globig Marketplace.

Using Social Media in the US

Social media has become an integral part of American life. In 2023, nearly 77% of Americans had an active social media account, with 61% having an active mobile social media account. Americans spend an average of 2 hours and 27 minutes per day on social media, which is equivalent to more than 10% of their waking hours.

Social Media Usage by Age Group

Social media usage varies by age group. In 2023,

95% of 18-29-year-olds,
92% of 30-49-year-olds,
82% of 50-64-year-olds, and
67% of 65+-year-olds had an active social media account.

Most Popular Social Media in the US

Understanding the most popular social media platforms in the US is crucial for marketing strategists, sales leaders, and heads of international business expansion aiming to enter or expand their business in the US market. These platforms offer powerful tools for reaching a large and diverse audience, building brand awareness, and engaging with potential customers.

Dominant Social Media Platforms in the US (2024)

Platform	Percentage of US Adults Using the Platform	Source
YouTube	82%	Pew Research Center
Facebook	69%
Instagram	59%

Impact of Platform Usage on Doing Business

YouTube:

Engaging with a vast audience: Reach a majority of US adults with video content showcasing your products, services, and brand story.
Building brand awareness and loyalty: Utilize video storytelling to build stronger emotional connections and brand loyalty with your audience.
Partnering with influencers: Collaborate with relevant YouTube creators (YouTubers) to leverage their established viewership and influence.
Running targeted ads: Utilize YouTube’s advertising options to reach specific demographics and interests with targeted campaigns.

Facebook:

Reaching a diverse audience: Connect with a broad range of US adults across various demographics and interests.
Boosting brand awareness: Create a Facebook page, share engaging content, and run targeted ads to raise awareness and recognition.
Generating leads and driving traffic: Utilize Facebook features like lead generation forms and call-to-action buttons to convert website visitors into leads.
Fostering customer engagement: Respond to comments and messages promptly, address customer concerns, and build stronger customer relationships. Dollar Shave Club is an aftershave company that has built its brand awareness and customer base primarily through social media marketing, leveraging Facebook ads and humorous content to reach its target audience.

Instagram:

Connecting through visuals: Showcase your products and services through high-quality images and videos to attract and engage your audience.
Utilizing targeted advertising: Reach specific demographics and interests with targeted Instagram ads to promote your offerings.
Partnering with influencers : Collaborate with relevant Instagram influencers (Instagrammers) to leverage their reach and credibility.
Building communities: Utilize features like Instagram Stories and Reels to foster a sense of community and connect with your audience on a more personal level.

GoPro, a US based tech company effectively utilizes Instagram to showcase user-generated content and stunning visuals, highlighting the capabilities of their action cameras and building brand excitement.

By understanding which social media platforms your target audience uses and their unique features, you can develop a targeted and effective social media strategy. This allows you to:

Reach the right people: Allocate your resources towards platforms where you can connect with the most relevant users.
Craft engaging content: Tailor your content formats and messages to resonate best on each platform.
Maximize your return on investment (ROI): Get the most out of your social media efforts by focusing on platforms that deliver the best results for your business.

The US social media landscape is dynamic and evolving. However, by understanding the most popular social media platforms and their impact on doing business, you can effectively leverage these powerful tools to reach your target audience, build brand awareness, and achieve your marketing and sales goals in the US market.

Impacts of Social Media on the US

The Impact of Social Media on Doing Business in the US (2024): Social media has become an integral part of American life, playing a significant role in how individuals consume information, connect with others, and make purchasing decisions. Understanding the impact of social media on the US is crucial for marketing strategists, sales leaders, and heads of international business expansion aiming to enter or expand their business in the US market.

Widespread Social Media Use in the US:

82% of US adults report using YouTube, making it the most widely used social media platform in the US.
69% of US adults use Facebook, making it the second most popular platform.
59% of US adults use Instagram, showcasing its continued influence as a visual-driven platform.

These statistics highlight the vast audience reach and potential engagement opportunities accessible through social media platforms in the US.

Key Impacts of Social Media on Doing Business

Building Brand Awareness and Customer Engagement:

Direct communication: Connect directly with your target audience, share brand stories, and foster brand loyalty through engaging content.
Increased brand visibility: Utilize targeted advertising and organic content creation to reach potential customers across various platforms.
Community building: Fostering online communities around your brand allows for deeper customer engagement and valuable feedback opportunities..

A real-life business example of a company impacted by social media is Warby Parker: This eyewear company built its brand and customer base largely through social media, utilizing engaging content and audience interaction strategies.

Influencing Customer Decisions:

Consumer research: Consumers often turn to social media for product reviews, recommendations, and brand comparisons before making purchasing decisions.
Social proof: Positive customer experiences and user-generated content on social media can significantly influence purchasing decisions and build trust.
Influencer marketing: Partnering with relevant social media influencers can effectively reach targeted audiences and leverage their credibility to promote products or services.

Another real life business example is the beauty company Glossier. This beauty brand has successfully utilized social media influencers to reach its target audience and promote its products through user-generated content and authentic reviews.

Enhancing Customer Service and Support:

Direct communication channels: Utilize social media platforms to address customer inquiries, provide support, and resolve issues efficiently.
Building customer relationships: Respond promptly to comments and messages, demonstrating responsiveness and building trust with your customer base.
Gathering customer feedback: Social media platforms provide valuable opportunities to gather customer feedback and insights to improve products, services, and overall customer experience.

Yet another real life business example of the impact of social media is the fashion company Zappos. This online shoe retailer is renowned for its exceptional customer service, including engaging with customers and addressing concerns effectively through social media.

By understanding the impact of social media on the US and the prevalence of specific platforms, you can develop a targeted and effective social media strategy for your business expansion in the US. This allows you to:

Craft Engaging Content : Tailor your content formats and messages to resonate best on each platform.
Measure and Adapt: Regularly monitor your social media performance and adapt your strategy based on data and audience insights.
Choose the right platforms and focus your efforts on the platforms most frequented by your target audience.

An understanding of social media’s role in the US market empowers you to leverage its potential to reach new customers, build brand awareness, and ultimately achieve your business goals.

Globig Insights – US Social Media Usage:

What does social media in the US mean for you?

Social media plays a big role in the daily lives of many Americans. As you will learn in other sections on the Globig site for instance – what you first need to understand is how your customers and prospects use social media.
Are they digitally hooked teenagers or are they senior citizens who do not use social media as much? If they do use social media, are they focused on Facebook or are they hooked on Instagram?
Do they check in only occasionally or are they never far away? Social media can be a powerful way to reach your target customers, and it is important that you understand if it’s meant for your customers.
Be sure to find an agency in the US that understands how social media and your prospects and customers intersect, and who can help you use social media in a meaningful way.
The Globig Marketplace can help you narrow down your search for the right marketing agency to help you with this complicated and powerful way to reach people.

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