Stat Library

The social media landscape changes fast. Sprout’s continuously updated stat library has the data you need to keep up. From audience’s latest content preferences, to marketers’ biggest strategy challenges, find relevant insights to help you and your brand take bolder moves.

  • GlobalSprout Social

    80%

    of global social users plan to use social as much, if not more, for 2025 holiday product discovery compared to 2024.

    Q4 2025 Pulse Survey

  • GlobalSprout Social

    57%

    of Gen Z social users are most likely to turn to social media for holiday season product discovery.

    Q4 2025 Pulse Survey

  • GlobalSprout Social

    56%

    of global social users say family and friends are their most trusted source of holiday gift ideas on social.

    Q4 2025 Pulse Survey

  • GlobalSprout Social

    44%

    of global social users plan to reduce their 2025 holiday spending due to tariffs.

    Q4 2025 Pulse Survey

  • GlobalSprout Social

    Promo codes shared by a brand or influencer on social have the biggest impact on audiences' likelihood to buy from a brand during the 2025 holiday season.

    Q4 2025 Pulse Survey

  • GlobalSprout Social

    65%

    of global social users plan to use social as much, if not more, for 2025 holiday customer service compared to 2024.

    Q4 2025 Pulse Survey

  • GlobalSprout Social

    28%

    of global social users are likely to use Bluesky to contact brands during the 2025 holiday season.

    Q4 2025 Pulse Survey

  • GlobalSprout Social

    65%

    of global social users are comfortable with companies using AI (e.g., chatbots, or tools to help human employees refine their responses) to deliver faster customer service on social.

    Q4 2025 Pulse Survey

  • GlobalSprout Social

    55%

    of global users say most companies do a good job of listening to what audiences say on social media, but they don’t always act on those insights.

    Q4 2025 Pulse Survey

  • GlobalSprout Social

    49%

    of global social users are likely to contact brands on social via DM during the 2025 holiday season.

    Q4 2025 Pulse Survey

  • GlobalSprout Social

    The #1 thing social users want brands to prioritize in 2026 is human-generated content.

    Q4 2025 Pulse Survey

  • GlobalSprout Social

    Interacting with audiences in smaller spaces (e.g., IG Broadcast Channels) and surprise-and-delight moments are the top things Gen Z wants brands to prioritize on social in 2026.

    Q4 2025 Pulse Survey

  • GlobalSprout Social

    The #1 thing social users want networks to prioritize in 2026 is data privacy and security protections.

    Q4 2025 Pulse Survey

  • GlobalSprout Social

    81%

    of consumers say social media compels them to make spontaneous purchases multiple times per year or more.

  • GlobalSprout Social

    52%

    of social media users rely on social search vs. AI chatbots to find user-generated content and personal experiences.

  • GlobalSprout Social

    36%

    of social media users are more likely to trust info about a brand or products found on social compared to info found through other forms of search, like Google or AI chatbots.

  • GlobalSprout Social

    53%

    of marketing leaders say their team has a dedicated strategy for social search (SOSEO).

  • GlobalSprout Social

    24%

    of social users turn to social media networks when searching for information online.

  • GlobalSprout Social

    53%

    of all social users say social media has had a net positive impact on their social lives over the last six months.

  • GlobalSprout Social

    60%

    of all social users say social media has had a net positive impact on their mental health over the last six months.