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The State of Social Media in 2016: Platform and Usage Trends

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Facebook remains the most popular social network with adults in the United States, according to recent research from the Pew Research Center.

The report was based on data from a survey conducted between March 7 and April 4, 2016 of a national sample of 1,520 people age 18 and older living in all 50 US states and the District of Columbia. The researchers polled respondents on their useage of five major social networks: Facebook, Instagram, Pinterest, LinkedIn, and Twitter.

Some 68% of all US adults (those with and without Internet access) say they are Facebook users; 28% use Instagram, 26% use Pinterest, 25% use LinkedIn, and 21% use Twitter.

Some 79% of adults with Internet access in the United States use Facebook, more than double the share that uses Instagram (32%), Pinterest (31%), LinkedIn (29%), or Twitter (24%).


More than three-quarters (76%) of Facebook users say they visit the social network daily (55% visit several times a day; 22% once per day).

Just over half (51%) of Instagram users visit the platform daily, with 35% saying they do so several times a day; 42% of Twitter users are daily visitors, with 23% saying they visit more than once a day.

More than half of adults (56%) with Internet access use more than one of the five social media networks examined in the report.

Some 93% of Twitter users, 95% of Instagram users, and 92% of Pinterest users also use Facebook.

About the research: The report was based on data from a survey conducted between March 7 and April 4, 2016 of a national sample of 1,520 people age 18 and older living in all 50 US states and the District of Columbia.


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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 Steve Tue Dec 6, 2016 via web

    In the age of change that we are in, is a report of survey data taken more than 6 months ago still relevant? Is it still actionable (for platforms other than Facebook)?

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