How Social Media Usage Will Change In 2013

Social media has truly become a daily part of most people’s lives, with usage patterns changing dramatically over the past few years. The editors of the Socially Aware Blog put together a great infographic outlining how social media is currently being used today (see below).  See my top 4 takeways below, along with where things are going to go in 2013.

1.  Time spent on new entrant Pinterest is almost 5x of that spent on Twitter  

Where it will go in 2013:  Time spent on Pinterest will only continue to grow as user base increases and it becomes the go-to place for visual inspiration. I predict time spent will at least double to 3 hours per month as people find it easier to cram in more ‘visual’ engagement versus reading.

2. Time spent on Facebook is 135x that spent on Google+

Where it will go in 2013:  While I don’t expect people to check-in to Google+ anywhere near as much as Facebook, the definition of time spent on Google+ will be blurry since any one who uses Google Apps (Gmail, Maps, Google Search, etc) or Android will be sort of always checked-in with the social layer being seamlessly integrated into their experience.  So, don’t expect Google+ to be a destination like Facebook is in 2013, rather think of it as something you are going to see a lot of as an amplification of activities you already do online.

3. 100% of Ad Age top 100 advertisers have established Facebook pages for brands

Where it will go in 2013:  Well, you can’t go much past 100% as it relates to the top 100 advertisers, but what this signals is that we have moved past the early adopter phase for social media marketing. In 2013, we will see a massive tipping point in exceptional activations within social media by businesses – versus simply being present.  Now that businesses are more comfortable with social media as a valid marketing platform, we will also see a much more strategic approach and more comfort as it relates to total integration into the business.  (**We still have a long way to go though!)

Recommended for YouWebcast: The Art of Community Development: Turning Brand Awareness Into Sales

4. 61% surf the web while watching TV

Where it will go in 2013: This is a biggie. The big transition that will happen over the next year is that rather than surfing websites completely unrelated to the programs they are watching, we will see a big shift to integration between activity on the tablet/laptop/phone and the activity on the TV.  Lines will blur significantly between what is a TV and what is not.  People will become increasingly comfortable with doing ‘internet-like’ tasks on the TV (Photos, Email, Social Networking, Skype) while they will also become more comfortable doing ‘TV-like’ activities on their mobile device or laptop (watching TV programs, netflix, hulu etc). This will continue to occur until the term TV may need to be redefined all together .  While I don’t think it will go to that length in 2013, it will make some huge steps towards this.

Where do you think social media will go in 2013?  Leave your thoughts in the comments.


Comments: 8

  • Qnary says:

    As we move into the new year it will be interesting to see how our use of technology continues to change. Will we depend on social media more than we do now, or will a new way to advertise our companies and brands be created?

    • It certainly will be interesting! I think we are in the midst of a massive change in the way in which marketing is done and social media is one major component to it. Another key aspect that cannot be ignored in 2013 will be the ubiquity of mobile and how it impacts marketing strategy.

  • Excellent infographic! My eyes were amazed, my brain confused by so much information. Actually I was surprised to see YouTube so low on the “average time spent watching” section. I suppose that’s the impact of Netflix.

    • I agree, that is a surprise. as YouTube used to be the only video shop in town. It will be very interesting to watch and see how they plan to compete with the likes of Hulu and Netflix, Vimeo and others in 2013 and beyond.

  • I think people spend a lot of time on Facebook because you actually know the people!

    • Hi Kelsey, can’t agree more with that! Do you think people are more likely to be influenced to purchase from businesses on Facebook than on other social media networks because it is a platform where they know people as well?

  • Hi Jeff,

    Very well presented article!

    I think where social media marketing is headed in year 2013, customer data, or “insight” as we call it will play a big part.

    Intent-based targeting will be a key metric, as it has always been for search engine marketing. Progressing into year 2013, I expect greater adoption for Facebook very own real-time, cookie-powered advertising platform known as the Facebook Exchange.

    Social media advertising has yet to proven itself the way search advertising has. It certainly has its place in any integrated digital marketing mix, but compare that to what search advertising has been able to accomplish in regards to spotting ‘intent’ and serving contextually relevant ads, social advertising has still a long way to go.

    I wrote about intent based targeting and where search and social advertising might be headed here:

    Thanks again Jeff!

    Samuel Chan

  • Thanks for this blog, Jeff:

    interesting thoughts.

    Personally, I think that we will see Google swing up significantly with their new (free) communities vs. Facebook where reaching 100% of your base requires advertising.

    Of course, this depends on the willingness of target audiences to make the transition to G+ from FB. But the fact that Google connect YT, G+, email, Drive, in one simple “place” – at least it appears that way, is a major step towards the social media consolidation we’ve all been waiting for.

    Curious to see how FB’s vote goes. I voted against receiving random message.



Add a New Comment

Thank you for adding to the conversation!

Our comments are moderated. Your comment may not appear immediately.