Social media marketing effectiveness among trip planners in the U.S. 2024

Published by Statista Research Department, Mar 17, 2025

During a 2024 survey, 62 percent of responding social media users from the United States using social media for trip planning stated they had made a purchase or a visitation decision as a result of social media content. In 2024, there were 301 million social media users in the United States.

Share of trip planners who made a purchase or a visitation decision as a result of social media content in the United States as of June 2024

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Sources

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Release date

August 2024

Region

United States

Survey time period

as of June 2024

Number of respondents

878 respondents

Special properties

among social media users using social media for trip planning

Method of interview

Online survey

Supplementary notes

The source does not provide a date of survey. The date provided is the release date. 

The source defines social media users, converters, and non-converters as follows:

Social media users: travelers who used a social media platform, including YouTube, for either travel planning or sharing content about a personal trip; 

Converters: social media users who made a visitation or travel purchase as a direct result of travel content viewed on social media; 

Non-converters: social media users whose travel decisions were not impacted by content viewed on social media. 

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