Today around seven-in-ten Americans use social media to connect with one another, engage with news content, share information and entertain themselves. Explore the patterns and trends shaping the social media landscape over the past decade below.
Social media use over time
When Pew Research Center began tracking social media adoption in 2005, just 5% of American adults used at least one of these platforms. By 2011 that share had risen to half of all Americans, and today 69% of the public uses some type of social media.
Who uses social media
As more Americans have adopted social media, the social media user base has also grown more representative of the broader population. Young adults were among the earliest social media adopters and continue to use these sites at high levels, but usage by older adults has increased in recent years.
Which social media platforms are most popular
Facebook is the most-widely used of the major social media platforms, and its user base is most broadly representative of the population as a whole. Smaller shares of Americans use sites such as Twitter, Pinterest, Instagram and LinkedIn.
How often Americans use social media sites
For many users, social media is part of their daily routine. Roughly three-quarters of Facebook users – and around six-in-ten Instagram users – visit these sites at least once a day.
There you have it! If you’re a marketing professional, are you willing to risk not using social media as one of your most relevant channels to reach your audience? And remember, Social Media platforms follow “people” and not “cookies” as other display and search marketing platforms do (i.e. AdWords). That’s one of the key differences between social media marketing and search engine marketing.
Thank you for reading. Until next time, this is Manuel Gil del Real (MGR)
Source: Pew Research Center
Photo by Anna Dziubinska on Unsplash
