A recent survey by the Pew Research Center found that YouTube and Facebook remain the most widely used social media platforms among adults in the United States. At the same time, the survey showed substantial increases in the number of TikTok users.
According to the survey, YouTube and Facebook are the most widely used online platforms among U.S. adults, with 83% and 68% usage rates, respectively.
Approximately 50% of U.S. adults use Instagram. Other platforms like Pinterest, TikTok, LinkedIn, WhatsApp, and Snapchat have usage rates ranging from 27% to 35% of U.S. adults.
This year’s survey was the first to ask about BeReal, a newer photo-sharing app with a usage rate of just 3% among U.S. adults.
The percentage of U.S. adults who use TikTok has increased from 21% in 2021 to 33% currently. This growth rate for TikTok exceeds the more modest or stagnant growth rates observed for other social media platforms over the same period.
The survey results reveal differences in social media platform usage across age groups. Adults under 30 were likelier to use Instagram, Snapchat, and TikTok than older adults.
For example, 78% of 18-29-year-olds reported using Instagram, much higher than the 15% of adults 65 and over. Snapchat and TikTok followed similar usage patterns, with younger adults showing higher rates.
In contrast, YouTube and Facebook had more consistent usage across age groups, though younger adults still exhibited higher engagement on these platforms than older adults.
The Pew Research Center study revealed demographic differences in social media platform usage.:
The Pew Research Center’s latest findings on social media usage in the United States provide several valuable insights that social media marketers should consider when developing marketing strategies:
Marketers can apply these insights to craft platform-specific strategies tailored to user demographics and behaviors. A nuanced understanding of the latest trends can inform more effective social media engagement and returns on marketing investment.
The Pew Research Center surveyed 5,733 U.S. adults between May 19 and September 5, 2023. Ipsos carried out the survey using both online and mail methodologies to obtain a demographically representative sample of the U.S. adult population. The results were weighted by gender, race and ethnicity, education, and other relevant factors to align with U.S. Census benchmarks.
The survey represented a transition from traditional phone polling to a combination of web and mail. The Pew Research Center has provided details on the survey methodology and the potential impact of this change for those interested in better understanding the data collection process.
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