KEY POINTS

  • Social media penetration is growing in the US, and the demographic makeup of each major platform is becoming more diverse. Nearly 70% of all US adults used at least one social media site in 2016, up from 50% in 2010.
  • US Facebook users aged 45-54 are spending more time on Facebook, and represent 21% of the total time spent on the platform, more than any other age group. This also means that Facebook users are starting to diversify, presenting an opportunity for brands to target multiple desirable audiences at the same time.
  • Instagram edges ahead of Snapchat in terms of daily usage. Sixty-three percent of US teens indicated that they used Instagram every day in 2016, versus 54% who use Snapchat daily. In 2015, it was the other way around — 61% of teens used Snapchat and 56% used Instagram every day.
  • Twitter is losing some ground when it comes to its most engaged users, those between 12 and 24 years old. In 2016, 8% of US consumers aged 12-24 said Twitter was the social media platform they used most often. In 2017, that figure dropped to 1%, implying that even its most devoted users are shifting their attention to other social platforms.
  • LinkedIn is popular among high-income users. Forty-five percent of US adult internet users with an income higher than $75,000 annually are on LinkedIn, making it more popular among this demographic than Instagram (31%), Pinterest (35%), or Twitter (30%).
  • Women make up most of Pinterest’s monthly user base, and drive an overwhelming majority of traffic. Nearly three-quarters (72%) of Pinterest’s monthly users in the US are women, according to comScore data. The gender divide is even more pronounced when looking at time spent on the platform — women accounted for 86% of time spent on Pinterest in the US as of May 2017, up 10 percentage points from May 2015.
  • Snapchat’s adult user base is starting to age. The age composition of Snapchat users in the US has become more evenly distributed over the past year, and it appears the company is doing a better job of attracting older users.
  • Teens are starting to use a category of social media called “digital hangouts.” These are apps that enable users to video chat with several friends simultaneously. Over 60% of users on Houseparty, one of the most popular digital hangout apps, are under 24 years old, which is [...]