A recent survey of the Pew Research Center found that YouTube and Facebook remain the most used social media platforms among US adults. At the same time, the survey showed substantial increases in the number of TikTok users.
According to the survey, YouTube and Facebook are the most used online platforms among American adults, with 83% i 68% usage rates, respectively.
About 50% of US adults use Instagram. Other platforms like Pinterest, TikTok, LinkedIn, WhatsApp and Snapchat have usage rates ranging from 27% a 35% of US adults.
This year’s survey was the first to ask about BeReal, a newer photo-sharing app with a usage rate of just 3% among US adults.
The percentage of US adults using TikTok has increased from 21% in 2021 33% currently This growth rate for TikTok exceeds the more modest or stagnant growth rates seen for other social media platforms during the same period.
Age disparities in the use of social networks
The survey results reveal differences in the use of social media platforms between age groups. Adults under 30 were more likely to use Instagram, Snapchat and TikTok than older adults.
For example, 78% of young people between 18 and 29 years of age declared to use Instagram, much higher than the 15% of adults aged 65 and over. Snapchat and TikTok followed similar usage patterns, with younger adults showing higher rates.
In contrast, YouTube and Facebook had more consistent use across age groups, although younger adults still showed higher engagement on these platforms than older adults.
Demographic differences in the use of social networks
The Pew Research Center study revealed demographic differences in the use of social media platforms:
Instagram: Most popular among Hispanic and Asian adults, women, and those with some college education.
Tik Tok: Higher rates of use among Hispanic adults and women.
LinkedIn: Most popular among college-educated Americans.
Twitter (now “X”): Use correlates with higher household income.
Pinterest: Significantly more popular with women.
How are you: used most frequently by Hispanic and Asian adults.
Takeaways for Social Marketers
The Pew Research Center’s latest findings on social media usage in the United States provide several valuable insights that social media marketers should consider when developing marketing strategies:
YouTube it has broad appeal to all age groups, making it an essential platform for video campaigns targeting a wide audience.
Facebook maintains a broad user base and offers capabilities for targeted advertising and reaching different demographics.
Tik Tok is experiencing explosive growth, especially among younger users, and presents opportunities for brands to capitalize on its creative and viral nature.
Instagram it is very popular with young people and minority groups such as Hispanics and Asians, making it suitable for campaigns targeting these demographics.
LinkedIn it targets educated professionals, making it ideal for B2B marketing, thought leadership and employer branding.
Short video Content is increasing in popularity, as seen with TikTok, so engaging, small-sized videos can capture users’ limited attention span. Although on a smaller scale, niche platforms like Pinterest, Snapchat and WhatsApp allow for targeted niche marketing opportunities. Emerging platforms com BeReal could provide first-mover advantages as they expand.
Snapchat i Tik Tok are essential to attract users under the age of 30. Cross-platform campaigns allow for greater reach and unified messaging. Platforms popular with specific audiences such as Hispanics, Asians, and higher-income households, such as WhatsApp and Twitter, should be considered when marketing to these groups.
Marketers can apply this knowledge to craft platform-specific strategies tailored to user demographics and behavior. A nuanced understanding of the latest trends can lead to more effective social media engagement and return on marketing investment.
Methodology
The Pew Research Center surveyed 5,733 US adults between May 19 and September 5, 2023. Ipsos conducted the survey using both online and mail methodologies to obtain a demographically representative sample of the US adult population . Results were weighted by gender, race and ethnicity, education, and other relevant factors to align with US Census benchmarks.
The survey represented a transition from the traditional telephone survey to a combination of web and mail. The Pew Research Center has provided details about the survey’s methodology and the potential impact of this change for those interested in better understanding the data collection process.
Featured image: Primakov/Shutterstock
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