Nine out of ten marketers are now using social media, idgknowledgehub.com reports.
The Association of National Advertisers found that 90 per cent of marketers in the US now use social networking as part of their campaigns.
The figure, which is only one per cent more than totals witnessed last year, has prompted some to speculate that social media uptake is plateauing. Others, meanwhile, have said that with 90 per cent uptake, there isn’t much higher it can go.
Figures for 2012 represent a significant rise on those witnessed in 2007, when social media marketing was used by just 20 per cent of businesses
Elsewhere in the study, video content uploaded to such sites as YouTube also saw a rise, growing from the 64 per cent witnessed in 2011 to 80 per cent in 2012. Mobile, however, didn’t fare quite so well, falling from 75 per cent usage in 2011 to 74 per cent in 2012.
Writing for marketingpilgrim.com of the accusation that social media growth has plateaued, marketing blogger Frank Reed explained: “Since there are only a finite number of available businesses who are likely to use social media ultimately they will all get on board in some way.
“This has happened quite rapidly which is a testament to the power of social media.”