Social Media Update 2016 Facebook usage and engagement is on the rise while adoption of other platforms holds steady BY SHANNON GREENWOOD, ANDREW PERRIN AND MAEVE DUGGAN Over the past decade, Pew Research Center has documented the wide variety of ways in which Americans use social media to seek out information and interact with others. A majority of Americans now say they get news via social media, and half of the public has turned to these sites to learn about the 2016 presidential election. Americans are using social media in the context of work (whether to take amental break on the job or toseek out employment), while also engaging in an ongoing effort to navigate thecomplex privacy issues that these sites bring to the forefront. In addition to measuring the broad impact and meaning of social media, since 2012 the Center has also tracked the specific sites and platforms that users turn to in the course of living their social lives online. In that context, a national survey of 1,520 adults conducted March 7-April 4,2016, finds that Facebook continues to be America’s most popular social networking platform by a substantial margin: Nearly eight-in-ten online Americans 1(79%) now use Facebook, more than double the share that uses Twitter (24%), Pinterest (31%), Instagram (32%) or LinkedIn (29%). On a total population basis (accounting for Americans who do not use the internet at all), that means that 68% of all U.S. adults are Facebook users, while 28% use Instagram,26% use Pinterest,25% use LinkedIn and 21% use Twitter. Thanks in part to the growing number of older adults who are joining the site, Facebook use appears to be on the rise:
The share of online adults who report using Facebook has increased by 7 percentage points compared with a Pew Research Center survey conducted at a similar point in 2015. In addition, the share of Facebook users who check in daily has increased slightly in the past year:76% of Americans who use Facebook now report that they visit the site on a daily basis, up from 70% in 2015. What follows is a deeper examination of the current state of the social media landscape in America. Usage and demographics of social media platforms 79% of internet users (68% of all U.S. adults) use Facebook Roughly eight-in-ten online Americans (79%) now use Facebook, a 7-percentage-point increase from a survey conducted at a similar point in 2015. Young adults continue to report using Facebook at high rates, but older adults are joining in increasing numbers. Some 62% of online adults ages 65 and older now use Facebook, a 14-point increase from the 48% who reported doing so in 2015. In addition, women continue to use Facebook at somewhat higher rates than men:83% of female internet users and 75% of male internet users are Facebook adopters. 32% of internet users (28% of all U.S. adults) use Instagram Around one-third of online adults (32%) report using Instagram – roughly the same share as in 2015, when 27% of online adults did so. To a greater extent than the other social platforms measured in this survey, Instagram use is especially high among younger adults. Roughly six-in-ten online adults ages 18-29(59%) use Instagram, nearly double the share among 30- to 49-year-olds (33%) and more than seven times the share among those 65 and older (8%). And as was the case in previous Pew Research Center surveys of social media use, female internet users are more likely to use Instagram than men (38% vs.26%). 24% of internet users (21% of all U.S. adults) use Twitter Roughly one-quarter of online adults (24%) use Twitter, a proportion that is statistically unchanged from a survey conducted in 2015(23%). Younger Americans are more likely than older Americans to be on Twitter. Some 36% of online adults ages 18-29 are on the social network, more than triple the share among online adults ages 65 and older (just 10% of whom are Twitter users). Twitter is also somewhat more popular among the highly educated:29% of internet users with college degrees use Twitter, compared with 20% of those with high school degrees or less. 29% of internet users (25% of all U.S. adults) use LinkedIn The share of online adults who use LinkedIn has remained steady over the past year:29% report using the site, similar to the 25% who said this in 2015. LinkedIn has long been especially popular with college graduates and high income earners, and this trend continues to hold true. Half (50%) of online adults with college degrees are on LinkedIn, compared with 27% of those who have attended but not graduated from college and just 12% of those with high school degrees or less. Similarly,45% of online adults with an annual household income of $75,000 or more use LinkedIn, compared with just 21% of those living in households with an annual income of less than $30,000. And 35% of online adults who are employed use LinkedIn, compared with 17% of those who are not employed for pay.
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