People who join multiple social networks tend to engage with distinctly different groups of people and content topics on each platform, according to a recent report from 140 Proof and IPG Media Lab.

The findings were based on data from an survey of 500 online and mobile users in the United States age 18-59 who are active on two or more social platforms, as well as on a qualitative study of eight multi-platform users who kept social media diaries.

Below, key findings from the report.

The Multi-Platform Audience

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji