StatsAd Industry MetricsSocial Media Will Have 5.4M More Users by 2016

Social Media Will Have 5.4M More Users by 2016

Comparing the user bases of five social networks in the U.S., eMarketer found that Instagram use is growing the fastest, while more and more senior citizens are joining Facebook.

There are nearly 180 million Americans who use social media, and there will be 5.4 million more users by next year, according to data from eMarketer.

The market research firm looked at the number of users on Facebook, Twitter, Instagram, Pinterest, and Tumblr, comparing the numbers from 2013 through 2015 and predicting those for 2016.

socialmediause2Each color represents a year: blue, 2013; red, 2014; orange, 2015; green, 2016.

0- to 11-Year-Olds

By next year, there will be 4.9 million social network users younger than 12, a number that will have consistently increased by 300,000 over the previous years. With 3 million users, this demographic is most active on Facebook. eMarketer predicts that number to increase incrementally, though the youngest Americans’ presence on Pinterest and Tumblr will stagnate.

12- to 17-Year-Olds

Like those of their younger counterparts, the 21.1 million teenagers on social media’s habits won’t change much. Younger Millennials have become significantly more interested in Pinterest and Instagram over the last two years. From 2013 to 2016, the number of 12- to 17-year-olds on Instagram will have nearly doubled; on Pinterest, nearly quintupled.

18- to 24-Year-Olds

There are 28.3 million people using social networks, and 18- to 24-year-olds make up more than 15 percent of the user share. With 11.7 million users, this group is the most active demographic on Twitter. Next year, they’ll be even more so, with an additional 600,000 members. The 18-to24-year-old age bracket will also likely increase its Instagram membership by nearly 1 million.

25- to 34-Year-Olds

The older Millennials are the most active social networkers, with the highest usage on every platform other than Twitter. However, next year, 25- to 34-year-olds will catch up and match the 18- to 24-year-old demographic’s expected 12.3 million user base. That growth has nothing on Instagram, though. The fastest-growing demographic using the picture-sharing platform, 25- to 34-year-olds’ Instagram use has increased 150 percent since 2013.



35- to 44-Year-Olds

Other than Facebook, which counts more than 25 million Generation Xers as members, this age group is most active on Pinterest, with 21 percent of the user share. Across the board, eMarketer believes 25- to 34-year-olds will increase their presence on social platforms by about 400,000 users. The biggest jump will be on Twitter, which by next year, should increase from 8.7 million to 9.5 million users.

45- to 54-Year-Olds

There are currently 26.4 million 45- to 54-year-olds on social networks. Their presence is slightly less than that of 35- to 44-year-olds, though their use of all five platforms will increase at about the same rate.

55- to 64-Year-Olds

Less than 5 million people aged 55 to 64 use Twitter, Pinterest, and Instagram, and not even 1.5 million use Tumblr. This age group, which consists of nearly 20 million users, is most active on Facebook. There are currently 17.1 million 55- to 64-year-olds on Facebook; next year, there will be 17.8 million.

65-Year-Olds and Older

Senior citizens are the biggest group of adopters on social networks. By 2016, this age group’s number of users will have almost doubled since 2013. Seniors generally aren’t big on Instagramming and tumbling, though they’re tweeting and pinning at increased rates. With 10.6 million users expected to grow to 12.2 million, Facebook is the preferred network for this demographic.


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