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Monday’s Marketing Minute: 31% of Adults ‘Constantly Online’, Pinterest & Twitch Continue to Grow

Happy Monday! Hope you are having a wonderful week as we close in on Memorial Day and the unofficial start of Summer! Here’s a few marketing and digital stories that caught my eye:

 

Interesting insights into which groups of US adults spend nearly every waking moment online. Amazingly, 31% of all adults say they are ‘almost constantly’ online. The highest percentage came for adults aged 18-29, with a whopping 48% of this group saying they are almost constantly online. The lowest number came for adults aged 65+, with only 8% of this group claiming to be always online.

 

Twitch continues to post insane growth, and most marketers continue to miss it.  Just look at this chart of the number of monthly hours of streams watched since 2018.

Twitch growth

Want more stats on Twitch?

  • Last month was a record for Twitch with over 2.2 BILLION hours of content watched, and Twitch is on pace to beat that number this month
  • Last month was a record for Twitch with over 3.1 MILLION concurrent viewers. And yes, Twitch is on pace to beat that number this month as well.
  • In 2018, there were 560 Billion minutes of content viewed on Twitch.  There’s already been 620 Billion minutes consumed in 2021.

Twitch continues to be one of the best ways to reach a millennial audience. Besides that, if you are simply a marketer that wants to get a masterclass in how to build community and be better at marketing, watch how the top Twitch streamers connect with their followers. Anyone wanting to connect with customers under 30 should be paying attention to Twitch.

 

Pinterest is another social site that just continues to grow, whether or not marketers notice. The site just announced that it is now serving over 5 BILLION searches a month.  For reference, Pinterest reported 2 Billion searches in 2016.  So the volume of on-site searches has increased by 150% in 5 years. As I mentioned in last Monday’s Marketing Minute, Pinterest is poised to enter the livestreaming game as well. Along with Twitch, it continues to be a social site that all marketers should be aware of.

 

So that’s all I’ve got for this Monday, another big content week on tap here, see you tomorrow!

About Mack Collier

My name is Mack Collier and I am a digital marketing and content strategist located in Alabama. Since 2006 I've helped companies of all sizes from startups to global brands such as Adobe, Dell and Ingersoll-Rand, create customer-centric programs, content and experiences. A long-time internet geek, I've been online since 1988 and began using social networking sites in 1991 when I joined Prodigy. Today, I help companies understand the ever growing and evolving web3 space, including crypto, NFTs, DAOs and the Metaverse.