Young adults are more likely than older adults to use major social media sites, while women, African-Americans, and Latinos are most likely to use Twitter, Instagram, and Pinterest, according to new data from Pew Research.
Among major social media sites, Facebook is the most popular: 67% of online adults in the US use the social network.
Twitter ranks second with 16% penetration among online adults, followed by Pinterest with 15%, Instagram with 13%, and Tumblr with 6%.
Overall, Internet users under age 50 are more likely than older adults to use a social networking site of any kind, and those age 18-29 are the most likely of any demographic cohort to do so (83%).
Below, additional findings from The Demographics of Social Media Users—2012, a survey by the Pew Research Center's Internet & American Life Project, which studied the demographic composition of users of various social media services.
Some 16% of online adults use now use Twitter, double the proportion of Internet users who did so in November 2010. However, Twitter adoption varies dramatically by age and ethnicity:
- Online adults under age 50, and particularly those age 18-29 (27%), are the most likely to use Twitter.
- Blacks (26%) and Hispanics (19%) are more likely than whites (14%) to use Twitter.
- Urban-dwellers (20%) are more likely than both suburban (14%) and rural residents (12%) to use Twitter.