10 Facts You Need to Know About Digital Use in 2021

1. Social media time spent per user spiked 325% year-over-year in 2020. 

Whether it’s spending hours endlessly scrolling or using social media when you only have a couple minutes to spare, social media has shown undeniable rapid growth in the last year. 

With consumers increasing their screen time thanks to social media, social media marketing is a great way to engage with consumers across their favorite platforms. 

Check out our services page for more information, or read our post about reaching social media-savvy Hispanic consumers in our guide to Hispanic social media marketing.



2. Mobile engagement growth was not limited to the younger cohorts -- Gen X and baby boomers alike spent 30% more time on their favorite apps last year. 

Teenagers aren’t the only group obsessed with their smartphones -- Gen X and baby boomers dramatically increased their time spent on mobile in 2020. 

What does this mean for your digital marketing strategy? Mobile is versatile. Don’t write it off if you’re aiming to target groups in demographics that aren’t traditionally associated with being glued to their phones. 

Want to take your mobile marketing up a notch? Consider adding local geofencing to reach consumers in your desired geographic area. 



3. CTV/OTT time spent increased 33.8% to 1:17 per day in 2020, and subscription OTT users’ average time spent rose to 1:50 per day. 

Smart TV video streaming has never been as popular as it is now. As a favorite pandemic past time, users are spending more time and more money to access their favorite content online. 

According to a recent survey, U.S. consumers are now paying up to $47 monthly for access to various streaming services --  up  24% since the pandemic began. 

4. YouTube viewers ages 18 and older spend an average of roughly 41.9 minutes per day on the platform. 

Audiences can’t get enough of YouTube. From keeping up with their favorite digital content creators, looking up how-to videos, watching online news, etc., YouTube has it all. 

If you’re looking for a surefire way to connect with online audiences and grow your clientele, YouTube is an excellent platform to advertise your offerings. Learn more about YouTube ads here!

5. Digital audio use increased 8.3% to 1:29 per day in 2020 -- and it’s expected to increase another 4.8% in 2021. 

Although forecasts were expected to be dismal for digital audio due to less time spent commuting as a result of staying at home, digital audio was resilient  -- and still experienced growth. 

This goes to show that people don’t only tune in to their favorite digital audio content when they’re on the go. At-home, with friends and family, or wherever they may be, digital audio is a staple no matter where consumers are. 

Digital audio ads can be the perfect addition to your digital marketing campaigns, since these ads are unskippable. Plus, listeners are more likely to trust brands that are promoted by their favorite trusted hosts. 

Discover all you need to know about the power of digital audio marketing by checking out our post here.



6. In 2021,  80% of the U.S. population will be using email, representing over 91% of all U.S. internet users.

Whether it’s for work, online subscriptions, or receiving newsletters, email is a practical and effective way to make a mark among consumers. Plus, when done with the help of expert digital marketing consultants, email marketing can have a massive return on investment.

According to an eMarketer study, the median email marketing ROI is a whopping 122%. If you’re looking to stretch your advertising budget as far as possible, email marketing is your answer. 

7. Millennials and Gen Xers are the biggest online shoppers, with 67% of millennials and 56% of Gen Xers preferring to shop online versus in a brick-and-mortar store. 

There’s no doubt that 2020 was a major year for online shopping and ecommerce -- and this trend doesn’t show any signs of slowing. Newly formed ecommerce shopping habits are expected to persist even after the pandemic. 

Even though non-ecommerce  U.S. retail sales are projected to grow by 1.6% this year, it won’t be enough to fully rebound from the 3.2% decline from 2020. Meanwhile, ecommerce sales are expected to grow by 6.1%, continuing to increase its share of total retail to reach 15%. 

Want to learn more about ecommerce and ecommerce marketing? Read our post that covers all you need to know.



8. The number of U.S. social commerce buyers accelerated  25.2% to 80.1 million in 2020 and will grow another 12.9% to 90.4 million in 2021.

Social commerce refers to online shopping that occurs on or from social media platforms. For example, have you ever seen a “Shop Now” button on your Instagram feed? 

Transactions such as these grew massively in 2020, and are projected to continue increasing as more social media platforms implement additional forms of in-app purchasing. 



9. More than  8 in 10  Americans get news from digital devices.

As traditional newspapers and print media see major declines year after year, digital media is a bright spot. 

From social media news to online news sites and livestreams, digital news is the go-to for the majority of Americans to stay up to date. 

Learn more about advertising via digital news with our branded content offerings, or read our case study articles  to see how we’ve helped clients promote their messages through successful branded content marketing campaigns. 

10. 1 in 2 U.S. Consumers Believe it is Important to be Equipped With the Latest Technology

Having the latest technology is a priority for half of U.S. consumers -- and for good reason. While the latest tech can be fun and exciting, it also allows consumers to focus on what matters to them, whether it’s staying in touch with friends and family or having the ability to develop their knowledge and talents. 

Ultimately, as technology continues to expand and improve, digital media will continue to grow alongside it. If you haven’t started using digital marketing to grow your business, there has truly never been a better time to get started! 

How to Get Started with Digital Marketing 

Ready to get the ball rolling? Feel free to contact one of our expert digital marketing consultants or find a location near you to see how we can help you take your business to the next level through the power of digital marketing. 

No matter if you’re aiming to reach the general market or Hispanic market, our local digital marketing experts know the right mix of digital solutions to get you closer to your business goals (check out our success stories for more info).

Questions or comments? Contact us here -- we look forward to hearing from you!