{"id":94059,"date":"2015-08-19T09:59:43","date_gmt":"2015-08-19T14:59:43","guid":{"rendered":"https:\/\/alpha.pewresearch.org\/pewresearch-org\/2015\/08\/19\/the-demographics-of-social-media-users\/"},"modified":"2024-04-14T04:17:21","modified_gmt":"2024-04-14T09:17:21","slug":"the-demographics-of-social-media-users","status":"publish","type":"post","link":"https:\/\/alpha.pewresearch.org\/pewresearch-org\/internet\/2015\/08\/19\/the-demographics-of-social-media-users\/","title":{"rendered":"The Demographics of Social Media Users"},"content":{"rendered":"

The following analysis discusses the demographic characteristics of each of the five social media platforms in the survey.<\/p>\n\n

Facebook \u2014\u00a072% of adult internet users\/62% of entire adult population<\/h4>\n\n

Fully 72% of online American adults use Facebook, a proportion unchanged from September 2014. Usage continues to be especially popular among online women, 77% of whom are users. In addition, 82% of online adults ages 18 to 29 use Facebook, along with 79% of those ages 30 to 49, 64% of those ages 50 to 64 and 48% of those 65 and older.<\/p>\n\n

\"Facebook<\/a><\/figure>\n\n

Pinterest \u2014 31% of adult internet users\/26% of entire adult population<\/h4>\n\n

Some 31% of online adults use Pinterest, a proportion that is unchanged from the 28% of online adults who did so in September 2014. Women continue to dominate Pinterest \u2013 44% of online women use the site, compared with 16% of online men. Those under the age of 50 are also more likely to be Pinterest users \u2013 37% do so, compared with 22% of those ages 50 and older.<\/p>\n\n

\"Pinterest<\/figure>\n\n

Instagram \u2014 28% of adult internet users\/24% of entire adult population<\/h4>\n\n

Some 28% of online adults use Instagram, a proportion that is unchanged from the 26% of online adults who did so in September 2014. Instagram continues to be popular with non-whites and young adults: 55% of online adults ages 18 to 29 use Instagram, as do 47% of African Americans and 38% of Hispanics. Additionally, online women continue to be more likely than online men to be Instagram users (31% vs. 24%).<\/p>\n\n

\"Instagram<\/a><\/figure>\n\n

LinkedIn \u2014 25% of adult internet users\/22% of entire adult population<\/h4>\n\n

A quarter of online adults use LinkedIn, a proportion that is unchanged from the 28% of online adults who did so in September 2014. As was true in previous surveys of LinkedIn usage, the platform is especially popular among working-age adults as well as college graduates and those with relatively high household incomes. LinkedIn is the only major social media platform for which usage rates are higher among 30- to 49-year-olds than among 18- to 29-year-olds. Fully 46% of online adults who have graduated from college are LinkedIn users, compared with just 9% of online adults with a high school diploma or less. The site continues to be popular among the employed \u2013 32% are LinkedIn users, compared with 14% of online adults who are not employed.<\/p>\n\n

\"LinkedIn<\/a><\/figure>\n\n

Twitter \u2014 23% of all internet users\/20% of entire adult population<\/h4>\n\n

Some 23% of all online adults use Twitter, a proportion that is identical to the 23% of online adults who did so in September 2014. Internet users living in urban areas are more likely than their suburban or rural counterparts to use Twitter. Three-in-ten online urban residents use the site, compared with 21% of suburbanites and 15% of those living in rural areas. Twitter is more popular among younger adults \u2014 30% of online adults under 50 use Twitter, compared with 11% of online adults ages 50 and older.<\/p>\n\n

\"Twitter<\/a><\/figure>\n\n

Frequency of Use on Social Media Sites<\/h3>\n\n
\"Facebook<\/a><\/figure>\n\n

While there were no changes in overall usership on any site when comparing data from the fall of 2014 and the spring of 2015, a few social media platforms did see an increase in user engagement. The proportion of daily users on Instagram, Pinterest and LinkedIn increased significantly from 2014.<\/p>\n\n

Today, 59% of Instagram users are on the platform daily, including 35% who visit several times a day. This 59% figure reflects a 10-point increase from September 2014 when 49% of Instagram users reported visiting the site on a daily basis. Similarly, the proportion of Pinterest users who visit the platform daily rose from 17% in September 2014 to 27% in April 2015, while the proportion of daily users on LinkedIn increased from 13% to 22% over the same time period.<\/p>\n\n

Twitter saw no significant changes in its proportion of daily users. Some 38% of those on Twitter use the site daily, a figure that is statistically unchanged from the 36% who did in 2014.<\/p>\n\n

Facebook continues to have the most engaged users \u2013 70% log on daily, including 43% who do so several times a day. This overall proportion of daily users, however, is unchanged from the 70% who used Facebook daily in 2014.<\/p>","protected":false},"excerpt":{"rendered":"

The following analysis discusses the demographic characteristics of each of the five social media platforms in the survey. Facebook \u2014\u00a072% of adult internet users\/62% of entire adult population Fully 72% of online American adults use Facebook, a proportion unchanged from September 2014. Usage continues to be especially popular among online women, 77% of whom are 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