Pew's new research reveals that Facebook has been the most popular social media site, as well as the most effective networking platform to engage online users over the past year.
As social media users are diversifying their online networking platforms, Facebook remains the dominant player, according to Pew's Social Media Update 2013.
Pew's new study reveals that more that 7 in 10 online adults had Facebook accounts in 2013, up four percent from 2012. By contrast, around 20 percent visited LinkedIn and Pinterest, respectively.
Meanwhile, 42 percent of online adults used two or more social networks in the past year. Among the 36 percent who used only one major social networking site, more than four-fifths said that they frequented Facebook. In comparison, eight percent used LinkedIn, four percent constantly visited Pinterest, and a mere two percent went to Instagram or Twitter.
Instagram, a photo-sharing application purchased by Facebook in 2012, exhibits a high level of user engagement as well. Close to 60 percent of its users visited the site at least once a day, with 35 percent visiting multiple times per day. Twitter attracted 46 percent daily users in 2013, with 29 percent visiting multiple times a day.
Pew also points out that while Facebook dominates the online social networking scene, other social media platforms have developed their own unique demographic user profiles. Pinterest appeals to females; LinkedIn is frequented by college graduates and users with higher income; Twitter and Instagram are popular with younger adults, urban dwellers, and non-whites.
Data in this report came from telephone interviews with 1,801 adults. Download the full version from Pew Research Center.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!
Yuyu Chen is a junior reporter at ClickZ. Her work has appeared in Local East Village, New York Daily News and Brooklyn Chamber of Commerce website. Yuyu received her M.A. in Business and Economic Reporting from New York University in May, 2013.
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT