Facebook remains the dominant social network in the United States, but more and more users are diversifying to multiple platforms, according to a recent report from the Pew Internet and American Life Project.
Pew found that 73% of online adults now use a social network of some kind, and 42% use multiple social networks.
Among those who use only one major social network, 84% say Facebook is the platform they frequent, 8% use only LinkedIn, 4% Pinterest, and 2% Instagram or Twitter.
Below, additional key findings from the report, which was based on data from a survey of 1,801 US online adults.
Frequency of Use
- 63% of Facebook users report using the platform at least daily, with 40% logging on multiple times per day, giving it not only the highest overall percentage of users but also the most engaged.
- Instagram users visit the platform nearly as frequently as Facebook users. More than half (57%) use the app on a daily basis, and 35% do so several times per day.
- Twitter users are also frequent visitors. Nearly half (46%) of users check Twitter daily, and 29% check several times per day. However, 32% of Twitter users say they visit less than once per week.
- Pinterest and LinkedIn users tend to have more intermittent patterns of usage. Just 23% of Pinterest users and 13% of LinkedIn users visit the sites daily.
- 18% of online adults surveyed use Twitter, a slight increase from the 16% who did so in 2012. Adoption levels are particularly high among younger adults and African-Americans.
- 17% use Instagram, up from 13% in 2012. Instagram adoption by Internet users age 18-29 has increased from 28% in late 2012 to 37% in 2013, and adoption by African-American Internet users has increased from 23% to 34% over the same time period.
- 21% use Pinterest, up from the 15% in 2012. Women continue to dominate the site: 33% of online women are Pinterest users, compared with just 8% of men.
- 22% use LinkedIn. Usage is especially high among people with a college degree or higher, and among those with an annual household income of $75,000 or more.
- 71% of online adults now use Facebook. Usage among seniors has increased significantly in the last year: 45% of internet users age 65 or older now use Facebook, up from 35% who did so in late 2012. Women are particularly likely to use Facebook compared with men.
About the research: The report was based on data from telephone survey conducted between August 7 and September 16, 2013, of 1,801 US online adults.
Enter your email address to keep reading ...
Know someone who would enjoy it too? Share with your friends, free of charge, no sign up required! Simply share this link, and they will get instant access…
Social Media Articles
You may like these other MarketingProfs articles related to Social Media:
- Spotify Marketing: A Beginner's Guide [Infographic]
- The Best Days and Times to Post on Social Media
- How Business Owners Feel About Twitter's New Check Marks [Infographic]
- 24 Do's and Don'ts of Social Media [Infographic]
- Wither Facebook? The Social Platforms Used Most in 2023
- How B2B Marketers Can Use an Organic Social Media Strategy for Success in 2023: Dorien Morin-van Dam on Marketing Smarts [Podcast]