A social media report released Monday by Pew Research Center reveals that 71 percent of online adults use Facebook (up from 67 percent in late 2012), and 17 percent use Instagram (up from 13 percent).
Overall, 73 percent of online adults now use a social networking site of some kind, with Facebook the clear front-runner. But interestingly, there’s evidence of social media diversification in Pew’s findings: 42 percent now use multiple social networking sites.
The results are based on data from phone interviews conducted from Aug. 7 through Sept. 16 among a sample of 1,801 adults, aged 18 and over.
Major takeaways from this latest Pew report:
- 66 percent of online men and 76 percent of online women used Facebook in 2013.
- Instagram also skews slightly female, with 20 percent of online women and 15 percent of online men using the network.
- Usage of Facebook among seniors has jumped up since 2012 — 45 percent of Internet users aged 65 and over are now on Facebook, up from 35 percent last year.
- The increase in Instagram adoption was most notable in these two demographic groups: Internet users aged 18 through 29 (rose from 28 percent in late 2012 to 37 percent in 2013), and African-American Internet users (up from 23 percent to 34 percent over that time period).
- Facebook and Instagram exhibited especially high levels of user engagement compared with Twitter, Pinterest, and LinkedIn. A majority of users on both Facebook and Instagram check in to them daily.
- Among polled Internet users who only use one of the five social platforms in question, 8 percent use LinkedIn, 4 percent use Pinterest, and 2 percent each say that Instagram or Twitter is their sole social networking site. The remaining 84 percent say that Facebook is the one social networking site they use.
- Interestingly, significant overlap exists between Instagram and Twitter users, as 53 percent of Twitter users also use Instagram, and 53 percent of Instagram users also use Twitter. Among non-Facebook social media sites, this is the highest rate of “reciprocity” between user groups the report measured.
Check out the full report via the Pew Internet & American Life Project.
Readers: Do any of the findings surprise you?
Image courtesy of Pew Research Center.