TMT How are users behaving on different social media platforms?

UBS Evidence Lab asked over 2,000 US consumers about their activity on social media. The survey was fielded in April.

28 May 2020
  • Two-thirds of US consumers are using Facebook more often since the outbreak of COVID-19, while 41% are using Instagram more often.
  • Facebook maintains its lead in daily users as a percentage of monthly users, at 68%, followed by Instagram at 54%.
  • Instagram leads in the percentage of monthly users who have taken an action (e.g., visit a website, share with friends) after seeing an advertisement on the platform, at 60%.
  • TikTok and Facebook are second, at 55% and 54%, respectively.
  • Instagram also leads in the percentage of users who have bought a product or service on the platform, at 13%, followed by TikTok (12%) and Facebook (11%).

Which Social Media Platform(s) Are You Using More of Since the COVID-19 Outbreak?

Source: UBS Evidence Lab

Daily Users as Percentage of Monthly Users

Source: UBS Evidence Lab

Percentage of Monthly Users Taking Action After Seeing Ad

Source: UBS Evidence Lab

Percentage of Users Who Bought Products/Services Advertised on the Platform

Source: UBS Evidence Lab