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Social Network Data: Usage Trends, Demographic Profiles

by Ayaz Nanji  |  
January 22, 2015
  |  8,435 views

Facebook remains by far the most popular social media site in the United States, according to a recent report from the Pew Research Center's Internet and American Life Project.

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.


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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

Twitter: @ayaznanji

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  • by hospitalityjobs.com Thu Jan 22, 2015 via web

    Facebook stays my favorite platform even though Instagram has been growing on me since last year. I personally decided to decrease my Social Media usage since Social Media is disconnecting us from each other instead of connecting us. It is easier to get addicted to Facebook and forget to interact with people in real life since we are so in tune with the virtual world and the illusionary benefits we get.

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