Some 71% of Internet users in the US are on Facebook, the September 2014 survey found. However, growth seems to have plateaued: The proportion of online Americans on the social network has remained steady since August 2013.
Every other social media platform measured—LinkedIn, Pinterest, Instagram, and Twitter—registered significant user growth in the US between 2013 and 2014.
Instagram's overall user figure increased nine percentage points, with growth registered in almost every demographic group.
LinkedIn continued to grow among groups with which it was already popular, such as professionals and college graduates, whereas Twitter and Pinterest increased usership across a mix of demographic segments.
Although domestic user growth has slowed, Facebook’s large base of US members continues to be very active compared with those of other social networks:
- Some 70% engage with the site daily (45% do so several times a day), a significant increase from the 63% who did so in 2013.
- About half (49%) of Instagram users and 17% of Pinterest users engage with their respective platforms daily—the same rates as in 2013.
- Some 36% of Twitter users visit the site daily, a 10-point decrease from the 46% who did so in 2013.
- The 13% of LinkedIn users who engage with the platform daily is unchanged from 2013, but more users are logging on less frequently.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. 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