1. NOVEMBER 2012
US Digital Media Usage:
A Snapshot of 2013
This Snapshot provides a key to digital media usage
trends next year and how they will be different
from this year’s patterns—critical for marketers to
understand as they develop campaigns to target the
growing online and mobile populations.
presented by:

2. Dear eMarketer Reader,
US Digital Media Usage: A Snapshot of 2013 is a great example of
eMarketer’s forecasts of digital media usage and penetration, based on our
model of comparative estimates and the analysis of multiple perspectives. Our
corporate subscribers also have access to industry, demographic and advertising
spending numbers and analysis for mobile, social, advertising and more—all
digital channels, US and international. In fact, we publish about 200 reports a
year on these topics.
We thank you for your interest in the Snapshot and ExactTarget for sponsoring it,
making it possible for us to offer it to you today.
Best Regards,
Crystal Gurin
Vice President and Publisher
eMarketer, Inc. www.emarketer.com
75 Broad Street cgurin@emarketer.com
Floor 31 215.629.1517 (direct)
New York, NY 10004 215.266.1436 (mobile)

3. 2013 US Digital Media Usage
As the population of internet users inches past three-quarters of the US population, growth is continuing to slow.
Social network usage growth is still higher, but down significantly from earlier years to just 4.1%.
Facebook
Internet Users In the US alone, 146.7 million people will
245.2M
use the social network at least monthly,
or nearly 60% of internet users.
up 2.6% from 2012
Social
Network Users
164.2M
up 4.1% from 2012
Facebook Users
146.7M
up 3.9% from 2012
Twitter
The number of Twitter users is still Twitter Users
36.3M
growing in the double digits,
though from a much smaller base
than Facebook. Less than 15% of
the US online population will use up 14.2% from 2012
Twitter next year.

4. Ecommerce
Like internet use overall, ecommerce is growing slowly in terms
of penetration. Nearly 190 million Americans will research and
browse for products online, leaving relatively little room for
growth. Average spending levels, and mobile commerce usage,
will be bigger growth areas.
Online Shoppers
189.6M
up 2.9% from 2012
Online Buyers
156.1M
up 4.2% from 2012
Social Gamers
80.9M Online Gaming
Mobile will remain the biggest growth area for gaming,
up 5.8% from 2012
with a 19% increase in usage. Smartphone gaming will
rise even faster, by 27.8% to 97.6 million—surpassing the
total number of online casual gamers for the first time.
Online Casual
Gamers Mobile Gamers
97.3M 121.3M
up 3.9% from 2012 up 19% from 2012
Online
Console Gamers Smartphone Gamers
44.0M 97.6M
up 9.7% from 2012 up 27.8% from 2012

5. Mobile Usage
All Mobile
The overall mobile pie is huge, close to saturation at
almost 250 million people. More and more of those Phone Users
are pocketing smartphones, which means they’re
also on the mobile internet—and exposed to more
opportunities for advertising and marketing, with
247.5M
up 2% from 2012
greater immediacy and relevance, than ever before.
95.6 %
of smartphone users are
mobile internet users
Mobile Smartphone
Internet Users Users
143.8M 137.5M
up 18% from 2012 up 18.8% from 2012

6. Online Video Viewers
Again, growth is relatively slow in the total number of
Online online video viewers. Newer activities, like watching
Video Viewers video on mobile devices or viewing long-form content
178.7M
like TV shows and movies online, are gaining ground
quickly, however. Smartphone video viewing in
particular will rise nearly 22% next year.
56% of population
73% of internet users
up 5.6% from 2012 2013
2012 KEY
All Mobile Smartphone
Video Viewers Video Viewers
73.3M 70.8M
22.9% of population 22.2% of population
29.6% of mobile phone users 51.5% of smartphone users
up 19.8% from 2012 96.6% of mobile video viewers
up 21.8% from 2012
Online Movie Viewers Online TV Viewers
87.6M 110.4M
27% of population 35% of population
36% of internet users 45% of internet users
up 15.8% from 2012 up 12.8% from 2012

7. Tablets & Ereaders
Tablets took off quickly after the release of the
iPad, but their fast growth has come from a
relatively small base. Next year, they will finally be
in the hands of four in 10 internet users, or three
in 10 Americans. iPads will continue to make up
the lion’s share of tablets in the country.
In
71 20
13
of .
tab 2
Tablet Users
w le %
ill t u 99.0M
be se 31% of population
us iPa rs 40.4% of internet users
er d
s up 42.3% from 2012
iPad Users
70.5M
22.1% of population
28.7% of internet users
up 32.6% from 2012
Ereaders, meanwhile, are a slower growth area.
They will be about half as prevalent as tablets
next year, as usage of the single-purpose
devices grows by just 11.7% among adults.
up
Adult
45 m fro
.6
Ereader Users
50.9M in
20
M
21% of adult population 12
25.8% of adult internet users
up 11.7% from 2012

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