A recent article by Pew Research Center* has shed some light on current social media usage among adults. Overall, more than 50% of adults are on social media daily, and increasingly on multiple platforms. While Facebook remains the reigning champion, other platforms are making strides, and if one is to market on these channels, an understanding of demographics can help make advertising more fruitful.
Facebook is still the king when it comes to overall adult social media usage. While it hasn't grown membership at the same rates as other platforms, it still has twice the overall usage of other platforms and has increasing engagement thanks to more precise algorithms being used and more relevant ad targeting.
Twitter has seen gains and now boasts about a quarter of adults on social media. By contrast, Instagram seems to get its social media usage primarily from a younger audience, although more and more adults are catching on and adopting the platform. Pinterest is still in high use, primarily among women, while LinkedIn has shown increased usage among high income and college grad users.
When it comes to daily use, Facebook wins again, with Instagram and Twitter competing for the number 2 spot. Pinterest and LinkedIn are making gains here in terms of daily social media usage among adults.
Social media is a marketing channel that cannot be ignored and only contiues to get more relevant and precise as time goes on. What social media channels are you all focusing on?