Pew Internet & American Life Releases “Social Media Update 2013”, New Adoption and Usage Findings Available
Some 73% of online adults now use a social networking site of some kind. Facebook is the dominant social networking platform in the number of users, but a striking number of users are now diversifying onto other platforms.
Some 42% of online adults now use multiple social networking sites. In addition, Instagram users are nearly as likely as Facebook users to check in to the site on a daily basis.
More than Facebook
While Facebook is popular across a diverse mix of demographic groups, other sites have developed their own unique demographic user profiles. For example,
Pinterest holds particular appeal to female users (women are four times as likely as men to be Pinterest users).
LinkedIn is especially popular among college graduates and internet users in higher income households.
Twitter and Instagram have particular appeal to younger adults, urban dwellers, and non-whites.
There is substantial overlap between Twitter and Instagram user bases.
Only One Platform
Among those who only use one major social networking platform, 84% say that Facebook is the single site that they frequent. However, other “single platform” social networking site users have adopted a site other than Facebook as their platform of choice. Among those who use just one social networking site, 8% use LinkedIn, 4% use Pinterest, and 2% each say that Instagram or Twitter is their sole social networking site.
More than One Platform
Instagram adoption by internet users ages 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. Instagram was acquired by Facebook in April 2013.
Some 21% of online adults use Pinterest, up from the 15% who did so in December 2012. Women continue to dominate the site: fully 33% of online women are Pinterest users, compared to just 8% of men.
Specifically, 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. It is also the only social networking site we measured for which usage among 50-64 year olds is higher than usage among those ages 18-29.
About Gary Price
Gary Price (email@example.com) is a librarian, writer, consultant, and frequent conference speaker based in the Washington D.C. metro area. He earned his MLIS degree from Wayne State University in Detroit. Price has won several awards including the SLA Innovations in Technology Award and Alumnus of the Year from the Wayne St. University Library and Information Science Program. From 2006-2009 he was Director of Online Information Services at Ask.com. Gary is also the co-founder of infoDJ an innovation research consultancy supporting corporate product and business model teams with just-in-time fact and insight finding.