Whether we like it or not, social media is one of the biggest influences in our industry. From parents posting about their kid's birthday party to adults sharing their stories about their night out, we all must continue to follow the trends of social media.
Keeping this in mind, we recently read an article from Pew Research, which enlightened and guided us through their extensive survey models.
Here’s a look at the latest trends and insights shaping the social media landscape:
Top Platforms and Their Popularity
Among U.S. adults, YouTube and Facebook remain the most widely used platforms. Half of all adults also use Instagram, while smaller but significant shares engage with apps like TikTok, LinkedIn, X (formerly Twitter), and Snapchat.
Platform Usage Over Time
Social media use has evolved significantly over the years. Surveys from 2014 to 2024 highlight changing preferences and the rise of new platforms like BeReal. Data collection methods have also shifted, with recent polls incorporating web, mail, and phone surveys to capture more comprehensive insights.
Who Uses What?
Social media habits vary based on factors like age, gender, education, and household income:
Age: Younger adults (18–29) dominate platforms like Instagram, Snapchat, and TikTok, while older adults (65+) are more likely to stick with Facebook and YouTube.
Education and Income: Platforms like LinkedIn see higher usage among those with more formal education, while apps like WhatsApp and Pinterest attract diverse income brackets.
TikTok: The platform's largest user age group is 10-19 years old (25%), followed by 20-29 years old (22.4%), making it especially popular among younger generations.
Insights for Further Reading
This fact sheet was compiled by the Pew Research Center and includes contributions from experts in data analysis and design. For a deeper dive into Americans’ social media use, mobile technology habits, and research methodologies, check out these related studies:
Americans’ Social Media Use (Jan. 2024)
Mobile Technology and Home Broadband Use (Jan. 2024)
Q&A: Changes in Studying Tech Adoption (Jan. 2024)
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