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.
- Global
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
- Global
57%
of Gen Z social users are most likely to turn to social media for holiday season product discovery.
Q4 2025 Pulse Survey
- Global
56%
of global social users say family and friends are their most trusted source of holiday gift ideas on social.
Q4 2025 Pulse Survey
- Global
44%
of global social users plan to reduce their 2025 holiday spending due to tariffs.
Q4 2025 Pulse Survey
- Global
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
- Global
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
- Global
28%
of global social users are likely to use Bluesky to contact brands during the 2025 holiday season.
Q4 2025 Pulse Survey
- Global
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
- Global
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
- Global
49%
of global social users are likely to contact brands on social via DM during the 2025 holiday season.
Q4 2025 Pulse Survey
- Global
The #1 thing social users want brands to prioritize in 2026 is human-generated content.
Q4 2025 Pulse Survey
- Global
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
- Global
The #1 thing social users want networks to prioritize in 2026 is data privacy and security protections.
Q4 2025 Pulse Survey
- Global
81%
of consumers say social media compels them to make spontaneous purchases multiple times per year or more.
- Global
52%
of social media users rely on social search vs. AI chatbots to find user-generated content and personal experiences.
- Global
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.
- Global
53%
of marketing leaders say their team has a dedicated strategy for social search (SOSEO).
- Global
24%
of social users turn to social media networks when searching for information online.
- Global
53%
of all social users say social media has had a net positive impact on their social lives over the last six months.
- Global
60%
of all social users say social media has had a net positive impact on their mental health over the last six months.