2022 Small Business Website Statistics – The Basics

94% of small business websites are mobile-friendly.

90% of small businesses most likely to have a website are in the marketing/technology industry.

Roughly 85% of consumers use the internet to discover and find local businesses.

79% of entrepreneurs with a business website expect to grow at least 25% in the next three to five years, compared to 64% of those without a site.

72% of small businesses least likely to have a website work in an unspecified industry, followed by 34% in the retail industry.

71% of small businesses have their own website.

70-80% of potential customers could be lost to businesses without a website.

68% of companies with a mobile-first website increased their sales.

63% of all small business website visits originated from smartphones in 2021.

59% of businesses without a website have 1-5 employees.

48% of small businesses from 1 to 500 employees had a website before 2017.

44% of small businesses without a website plan to build one in 2022.

44% of B2B buyers will leave a website if no contact information is available.

42% of small business owners have developed new digital capabilities and will maintain them after the pandemic.

41% of businesses without websites say their business “does not need a website.”

40% of small businesses don’t want a website.

35% of small businesses feel their operation is too small to warrant a website.

34% of businesses with websites have been in business for 10+ years.

32% of small businesses already have a mobile app and 42% plan to build one in the future. 26% of small businesses, on the other hand, are unlikely to ever release one.

32% of businesses without websites have been operating for less than 1 year.

30% of small businesses with a web presence generate more than 25% of their revenue online.

30% of small business owners consider keeping up with technological advances a major challenge.

28% of small businesses spend less than $500 on a website.

24% of small business owners say the main purpose of their website is to showcase their products and services. 17% allow customers to make a purchase. And 14% built it for SEO.

23% of small retail businesses don’t have a website.

Over 20% of small businesses use social media instead of a website.

20% of businesses say that their main website issue is low traffic.

19% of small business owners who currently don’t have a website believe that their business would grow 25% in 3 years or less with the help of a website.

11% of small businesses that don’t have a website don’t see value in it.

Slow-loading websites cost online businesses US$ 2.6 billion in 2020.

Website visitors only need half a second to form an opinion of their website.

The top two channels for customer research are online reviews at 55% and company websites at 47%.

Regarding responsive design, only 22% of marketers say they’re ahead of the curve. 29% say they have an “average” experience level, 23% say they’re behind the times, and 4% say they’re hopeless.

On average, users spend about 45 seconds on a website.

42% of the world’s population — a whopping 3.2 billion people — use social media. That’s a lot of social media demographic research to sort through when you want to zero in on understanding audience characteristics of specific networks — and we know the last thing a social marketer has is time to spare. That’s why we’ve done all the heavy lifting for you.

Our updated 2022 Social Media Demographics Guide surfaces the demographic data you need to inform a smart strategy, like age, gender, and income — plus device usage and site behavior in one easy-to-read infographic.

View the 2022 Social Media Demographics Guide to discover more about what makes the audiences of Facebook, Instagram, Twitter, LinkedIn, YouTube, and Snapchat unique or bookmark it now to reference anytime.

(Source: Facebook)

Facebook demographics

Given that Facebook is the number one platform for adults, understanding its audience is crucial for devising the social media strategy for your business.

2022 Facebook demographics data:

Active monthly users

• Facebook has 2.7 billion monthly active users
  
  

Age of internet users who use Facebook

• 86% of people ages 18-29 use Facebook
• 77% of people ages 30-49 use Facebook
• 51% of people ages 50-65 use Facebook
• 34% of people that are 65+ years old use Facebook
  
  

Income

• 85% of households with an annual income of less than $30,000 use Facebook
• 88% of households with an annual income between $30k-$60k use Facebook
• 81% of households with an annual income between $60k-$70k use Facebook
• 88% of households with an annual income between $70k-$80k use Facebook
• 86% of households with an annual income between $80k-$100k use Facebook
• 86% of households with an annual income above $100,000 use Facebook
  
  

Gender

• 54% of Facebook users are female
• 46% of Facebook users are male
  
  

Time

• On average, Facebook users spend 35 minutes a day on the platform
  
  

Devices

• 96% of users access Facebook via mobile devices
• 25% of users access Facebook via laptop or desktop

(Source: Instagram)

Instagram demographics

Instagram, the Facebook-owned photo and video sharing app, is continuing to grow its user base, with 1 billion people using Instagram every month (up from 800 million in 2018).

2022 Instagram demographics data:

Active monthly users

• Instagram has 1 billion monthly active users
  
  

Active daily users

• Instagram has 500 million active daily users
  
  

Age

• 67% of people ages 18-29 use Instagram
• 47% of people ages 30-49 use Instagram
• 23% of people ages 50-64 use Instagram
• 8% of people that are 65+ years old use Instagram
  
  

Income

• 44% of households with an annual income of less than $30,000 use Instagram
• 45% of households with an annual income between $30k-$60k use Instagram
• 36% of households with an annual income between $60k-$70k use Instagram
• 55% of households with an annual income between $70k-$80k use Instagram
• 46% of households with an annual income between $80k-$100k use Instagram
• 60% of households with an annual income above $100,000 use Instagram
  
  

Gender

• 51% of Instagram users are female
• 49% of Instagram users are male
  
  

Time

• On average, Instagram users spend 53 minutes a day on the platform
  
  

Businesses and Shopping

• An estimated 71% of U.S. businesses have Instagram accounts
• 83% on Instagram users say they discover new products and services on Instagram
  
  

Most Followed Accounts

• Cristiano Ronaldo – 243M followers
• Ariana Grande – 208M followers
• Dwayne Johnson – 205M followers

(Source: Pinterest)

Pinterest demographics

The visual search engine has pioneered online shopping through social media. In 2018, Pinterest conducted a survey that found 72% on Pinterest users are inspired to shop when they weren’t really looking to purchase anything. And 70% of users discover new products via the platform.

2022 Pinterest demographics data:

Active monthly users:

• Pinterest has 322 million monthly active users
  
  

Age

• 34% of people ages 18-29 use Pinterest
• 35% of people ages 30-49 use Pinterest
• 27% of people ages 50-65 use Pinterest
• 15% of people that are 65+ years old use Pinterest
  
  

Income

• 18% of households with an annual income of less than $30,000 use Pinterest
• 27% of households with an annual income between $30k-$74,999 use Pinterest
• 41% of households with an annual income above $75,000 use Pinterest
  
  

Gender

• 70% of Pinterest users are female
• 30% of Pinterest users are male
  
  

Time

• On average, Pinterest users spend 14.2 minutes per visit on the platform
  
  

Devices

• 80% of users access Pinterest via mobile devices
  
  

Business and Shopping

• 90% of weekly pinners used Pinterest to make purchase decisions
• Pinterest drives 33% more referral traffic to shopping sites than Facebook
  
  

Miscellaneous

• People who travel are 2X more likely to use Pinterest

(Source: Twitter)

Twitter demographics

Twitter makes it possible for users to reach practically any person or business simply by tagging them in a Tweet. That’s why it’s such a popular platform for customer service, allowing users to air complaints in real-time and customer service teams to react quickly.

2022 Twitter demographics data:

Active monthly users:

• Twitter has 330 million monthly active users
  
  

Age

• 38% of people ages 18-29 use Twitter
• 26% of people ages 30-49 use Twitter
• 17% of people ages 50-64 use Twitter
• 7% of people that are 65+ years old use Twitter
  
  

Income

• 23% of households with an annual income of less than $30,000 use Twitter
• 36% of households with an annual income between $30k-$74,999 use Twitter
• 41% of households with an annual income above $75,000 use Twitter
  
  

Gender

• 50% of Twitter users are female
• 50% of Twitter users are male
  
  

Time

• On average, Twitter users spend 3.39 minutes per session
  
  

Most followed accounts

• Barack Obama: 128 million followers
• Justin Bieber: 114 million followers
• Katy Perry: 109 million followers

Business and Shopping

• 67% of B2B businesses are using Twitter as a digital marketing tool
• 77% of Twitter users have a better impression of a brand when they respond to a tweet
• In Q3 2019, Ad engagement on Twitter was up 23%

(Source: LinkedIn)

LinkedIn demographics

This professional networking site is the top social media platform for B2B social media marketing. It’s demographics skew slightly older, with 30-49-year-olds making up the largest group of LinkedIn users.

2022 LinkedIn demographics data:

Monthly active users

• LinkedIn has 260 million monthly active users
  
  

Age

• 21% of people ages 18-24 use LinkedIn
• 60% of people ages 25-34 use LinkedIn
• 17% of people ages 35-54 use LinkedIn
• 3% of people that are 55+ years old use LinkedIn
  
  

Income

• 27% of households with an annual income of less than $30,000 use LinkedIn
• 3.8% of households with an annual income between $30k-$60,000 use LinkedIn
• 40% of households with an annual income between $60k-$70k use LinkedIn
• 49% of households with an annual income between $70k-$80k use LinkedIn
• 50% of households with an annual income between $80k-$100k use LinkedIn
• 60% of households with an annual income above $100,000 use LinkedIn
  
  

Gender

• 43% of LinkedIn users are female
• 57% of LinkedIn users are male
  
  

Time

• On average, LinkedIn users spend 6 minutes and 7 seconds per session
  
  

Devices

• 57% of LinkedIn traffic is through mobile devices
  
  

Most Followed Accounts

• Bill Gates: 28 million
• Richard Branson: 17 million followers
• Jeff Weiner: 10 million

(Source: YouTube)

YouTube demographics

YouTube is as utilitarian (think “how to change a spare tire?”) as it is entertaining (i.e. funny pet videos). With 1 billion monthly users, the ways businesses can share and market information on YouTube is expansive.

2022 YouTube demographics data:

Active monthly users

• YouTube has 2 billion monthly active users
  
  

Age

• 81% of people ages 15-25 use YouTube
• 71% of people ages 26-35 use YouTube
• 67% of people ages 36-45 use YouTube
• 66% of people ages 46-55 use YouTube
• 58% of people that are 56+ years old use YouTube
  
  

Income

• 83% of households with an annual income of less than $30,000 use YouTube
• 81% of households with an annual income between $30k-$60k use YouTube
• 80% of households with an annual income between $60k-$70k use YouTube
• 80% of YouTube users have an annual income between $70k-$80k use YouTube
• 82% of households with annual income between $80k-$100k use YouTube
• 89% of households with an annual income above $100,000 use YouTube
  
  

Gender

• Over 50% of YouTube users are female
  
  

Time

• On average, YouTube users spend 11 minutes and 43 seconds per day on the platform
  
  

Devices

• Over 70% of YouTube views are on mobile devices
  
  

Most Followed Channels

• T-Series: 168 million subscribers
• PewDiePie: 108 million
• Cocomelon – Nursery Rhymes: 102 million

(Source: Snapchat)

Snapchat Demographics

In the past couple of years, Snapchat has grown in popularity amongst teens and young adults. A 2018 Pew report showed that 49% of Snapchat users visit the app several times a day.

2022 Snapchat demographics data:

Active daily users

• Snapchat has 381 million monthly active users
  
  

Age

• 53% of people ages 15-25 use Snapchat
• 34% of people ages 26-35 use Snapchat
• 18% of people ages 36-45 use Snapchat
• 11% of people ages 46-55 use Snapchat
• 4% of people that are 56+ years old use Snapchat
  
  

Income

• 32% of households with an annual income of less than $30,000 use Snapchat
• 33% of households with an annual income between $30k-$60k use Snapchat
• 31% of households with an annual income between $60k-$70k use Snapchat
• 42 of households with an annual income between $70k-$80k use Snapchat
• 39% of households with an annual income between $80k-$100k use Snapchat
• 39% of households with an annual income above $100,000 use Snapchat
  
  

Gender

• 61% of Snapchat users are female
• 38% of Snapchat users are male
  
  

Time

• On average, Snapchat users spend 30 minutes per day on the platform
  
  

Devices

• Snapchat is mobile only
• The Snapchat application is in 2nd place for overall mobile usage

Which networks should your business prioritize?