Of all the many uses and functions it would appear mostly we are entertained by the social media.
At least we seek most entertainment on the social media, according to data compiled by GlobalWebIndex, a digital market research firm based in London.
To be precise, 60 percent of social media denizens use the social networks to find entertainment, to keep up with entertainers and shows and performances, to share a laugh or song with others, to put a smile on our faces and a melody in our hearts.
GWI suggests this desire for entertainment has naturally led to the “massive demand for platforms that can easily host entertaining articles and user-generated video content. Little wonder, then, that the major names in social media have been betting so big on video lately; entertainment and video are clearly vital for keeping users engaged.”
And while entertainment occupies that 60 percent of our social media attention, almost one-third of us also seek out news on the social channels and nearly one-quarter of us use the networks for work.
Almost half of us – 44 percent – like to share what we find with others. (Get over being shy, you other half!!)
The data is compiled in GWI’s Social Summary report for the second quarter of 2016 and is drawn from the company’s interviews with 200,000 internet users throughout the year and mashed up mathematically to produce a representative sampling of all internet users, worldwide, between the ages of 16 and 64.
Entertainment is, of course, a great reason to traipse about the social media. And the social nature of the media – the many individual platforms and networks – is perfect for entertainers seeking an audience. Entertainers can interact personally with fans, can display various sides or dimensions of their art or craft, can experiment and branch out with new and innovative creativity and art forms.
For just a tiny example in a great big world, if you’re an entertainer and you’ve been using your Facebook Page’s “events” function you know how much reach those posts can get and how much response they can generate.
Folkmoot, a recent international folk dance festival in which Relevanza was involved in North Carolina generated on Facebook alone close to 55,000 actual post engagements between events, videos, photos and words during the 10-day entertainment extravaganza. The social interaction helped fuel nearly $72,000 in gross online ticket sales, far and away the best online ticket sales performance in the festival’s 33-year history.
Suffice it to say, the social media can be powerful tools for marketing, as can all other digital tools like a fully-functioning website loaded with useful and shareable content and email: don’t forget about email.
To reinforce the power of the social media consider some of the other findings from GWI’s Q2 Report:
- 93% of online adults have an account on at least one social media site, with almost all internet users having visited or used one within the last month. Numbers peak in the youngest age groups and in fast-growth markets.
- People are most likely to use social media in order to keep up with friends (43%) or to fill time (39%). Tellingly, all of the top five motivations are rather passive in character and involve people looking at content posted by other users rather than contributing anything themselves.
- 1 in 3 follow their favorite brands on social media, with almost 30% following news/media organizations.
- Around 1 in every 3 minutes spent online is devoted to social networking and messaging, with digital consumers engaging for a daily average of 1 hour and 51 mins. This peaks among 16-24s.
- Across 29 of the 31 markets where trended data from 2012 is available, daily time spent social networking has increased. Fast-growth markets spend the longest time on this activity, whereas mature markets in North America and Europe lag behind.