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Americans are Diversifying Social Media Usage

The Pew Research Center has recently released a third quarter survey, which shows that 72% of US adults are using social networks.  While Facebook is the dominant network, a growing number of people are beginning to use two or more social media platforms.  42% of adults responded that they use two or more networks.

For adults that only use one social network, Facebook is the clear favorite, with 84% of single network users.  This is an important number for Facebook, as it shows that while they may be getting more competition from other social networks, it is largely in addition to Facebook rather than a replacement of the social giant.

Social media usage has gone up across the board in 2013 as well. Facebook was used by 67% of adults in 2012, and is now up to 71% as of the time of this survey.  LinkedIn jumped up 2% to 22% of all adults year over year.  Pinterest had the biggest growth, going from 15 to 21% from 2012 to 2013.  Twitter and Instagram both grew as well, at 2% (to 18%) and 4% (to 17%) respectively. 

The frequency of use on these social networks is another key statistic measured in this survey, and once again, Facebook comes out on top.  63% of Facebook users check their account at least daily, 22% at least weekly and 14% less than once per week.  Instagram users come in second place, with 57% checking it daily, 20% weekly and 22% less than weekly.  With Facebook owning Instagram, it is clear that Facebook knows something about how to keep people coming back.

With most people using more than one social media network, it is interesting to see where people are spending their time.  With 93% of Instagram users also using Facebook, that is the most common overlap, which isn’t surprising given their complementary uses and that they are both owned by Facebook.  90% of Twitter users also use Facebook, but only 22% of Facebook users also use Twitter, which is quite interesting. 

This survey released a lot of extremely valuable information.  The full report can be viewed HERE, and goes into more detail regarding the number of women vs men who use sites like Pinterest (4x), and much more.

Please, share your thoughts about this survey, and how it will affect your marketing efforts, in the comments below.

Pesach Lattin
Pesach Lattinhttp://www.adotat.com
Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pesach Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

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