PEW’s annual social media survey was released on Monday, giving us a barometer of how social media behavior changed in the past twelve months, which sites benefited, where the rich people hang out, and so forth. Here are some takeaways:
Facebook Is King
Despite a rash of articles that Facebook is no longer the go-to site for cool kidz, it continues to dominate social media usage, with more than triple the participation of the next highest-ranked site, LinkedIn. Facebook’s participation went up four percentage points from 2012, tied with Instagram for the second-highest year-on-year increase:
FB reigns in the breakdowns, too. It’s the most frequently used site, with 63% visiting their FB wall on a daily basis, and it has remarkable consistency across all demographics. More women use Facebook than men, but both engage at astronomical rates; usage is even across races, and in urban, suburban, and rural areas; even your grandparents are online, with more than 45% of people aged 65 or over using Facebook. (Interestingly, there is a 10 point percentage drop in usage for people making > $50,000 a year.) In short: all sorts of different types of people use it, and they use it a lot, every day.
Young Rich Women Use Pinterest, And Almost Nobody Else
Pinterest is the polar opposite of Facebook. Experiencing the largest year-to-year increase of any site (+6 points from 2012), the site also has some of the widest demographic disparities in the survey. Three times more woman than men use the site; those woman are almost entirely under the age of fifty, college educated, suburban, and make good money. They also aren’t logging on every day: Pinterest had the second-lowest daily usage, just behind LinkedIn, with almost half its users visiting their pages less than once a week:
Twitter Isn’t Growing
Twitter’s stock has taken a recent beating (it’s collapsing/getting nuked, per the always overheated language of the finance world), and the PEW survey might have clue as to why. The rapid-fire site grew a statistically-insignificant two percentage points from 2012. 46% of users say they tweet daily, but—oddly, given the site’s slot-machine style whirl through the news—32% check in less than once a week. It’s also hugely popular amongst the young’uns (though god bless the 5% of sixty-five year olds who use the site!), urbanites and especially African Americans.
Instagram Is Entirely a Young, Urban Site
Anybody above fifty or outside of an urban center may as well never heard of the newest social networking site to gain prominence. Instagram is also the most racially polarized, with African Americans and Hispanics (34 and 23%, respectively) visiting the site far more than whites (only 12%). Not surprisingly, given their demographic similarities, there’s a lot of crossover between Twitter and Instagram, the highest “nexus” of any two non-Facebook sites:
As you can see in the chart above, the majority of Instagramers use it daily, while the remainder barely pay attention to it.
LinkedIn Is a Middle-Aged Sausage Fest
If you want to meet middle-aged college-educated dudes, well…they’re on LinkedIn occasionally. Seems like you could just as easily go to a sports bar.
[Images via PEW]
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