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Social Network Demographics: Twitter, Pinterest, Instagram, Facebook

by Lenna Garibian  |  
February 21, 2013

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.

Twitter Users

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.

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Lenna Garibian is a MarketingProfs research writer and a marketing consultant in the tech industry, where she develops engaging content that builds thought leadership and revenue opportunities for clients. She's held marketing and research positions at eRPortal Software, GAP Inc., Stanford University, and the IMF. Reach Lenna via Twitter @LennaAnahid and LinkedIn.

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  • by JoAnne Funch Wed Feb 27, 2013 via web

    Don't you find it interesting that LinkedIn was not included in this report?

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