1、Social Media Update 2016 Facebok 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 sek out in
2、formation 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 tos
3、eek out employment), while also engaging in an ongoing effort to navigate thecomplex privacy issues that these sites bring to the forefront. In adition 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 t
4、o 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 Americas most popular social networking platform by a substantial margin: Nearly eight-in-ten online Americans 1 (79%) now use
5、Facebook, more than double the share that uses Twiter (24%), Pinterest (31%), Instagram (32%) or LinkedIn (29%). On a total population basis (acounting 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 Pinte
6、rest, 25% use LinkedIn and 21% use Twiter. 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 condu
7、cted at a similar point in 2015. In adition, the share of Facebok 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 folows is a deper examination of the curent state of t
8、he social media landscape in America. Usage and demographics of social media platforms 79% of internet users (68% of all U.S. adults) use Facebok Roughly eight-in-ten online Americans (79%) now use Facebok, a 7-percentage-point increase from a survey conducted at a similar point in 2015. Young adult
9、s continue to report using Facebok 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 tha
10、n 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 exte
11、nt 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%
12、). 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 Twiter Roughly one-quarter of online adults (24%) use Twiter, a proportion that is sta
13、tistically unchanged from a survey conducted in 2015 (23%). Younger Americans are more likely than older Americans to be on Twiter. 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 Twiter users). Tw
14、iter is also somewhat more popular among the highly educated: 29% of internet users with college degrees use Twiter, compared with 20% of those with high schol degres or les. 29% of internet users (25% of all U.S. adults) use LinkedIn The share of online adults who use LinkedIn has remained steady o
15、ver 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%
16、 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 anual household income of $75,00 or more use LinkedIn, compared with just 21% of those living in households with an annual income of less than $3
17、0,000. And 35% of online adults who are employed use LinkedIn, compared with 17% of those who are not employed for pay. 31% of internet users (26% of al U.S. adults) use Pinterest Roughly thre-in-ten online Americans (31%) use Pinterest, identical to the 31% who used the platform in 2015. Continuing
18、 a long-standing trend, women use Pinterest at much higher rates than men. Nearly half of online women use the virtual pinboard (45%), more than double the share of online men (17%) who do so. Frequency of use on social media sites Facebook remains the most popular social media platform, with its us
19、ers visiting the site more regularly than users of other social media sites. Roughly three-quarters (76%) of Facebook users report that they visit the site daily (55% visit several times a day, and 2% visit about once per day). This represents a modest but statistically significant increase from the
20、 70% of Facebok users who indicated that they visited the site daily in 2015. Other than this slight uptick among Facebok users, daily engagement for each of the other major social media platforms is generally similar to Pew Research Center findings from 2015. Instagram and Twitter ocupy the middle
21、tier of social media sites in terms of the share of users who log in daily. Roughly half (51%) of Instagram users aces the platform on a daily basis, with 35% saying they do so several times a day. And 42% of Twiter users indicate that they are daily visitors, with 23% saying they visit more than on
22、ce a day. A slightly larger share of Americans use Pinterest and LinkedIn than use Twiter, but users of these sites are les likely than Twitter users to check in every day: 25% of Pinterest users and 18% of LinkedIn users are daily visitors. Using multiple sites: The social media matrix Social media
23、 users continue to use a relatively diverse array of platforms. More than half of online adults (56%) use more than one of the five social media platforms measured in this survey, a share that is statisticaly unchanged from the 52% who did so in 2014. As the most-used social media site, Facebok cont
24、inues to be the starting platform for most social media users. Among those who only use one social media platform, 8% indicate that Facebok is the one site that they use. Moreover, the vast majority of those who use other social media sites also use Facebok. For instance, 93% of Twitter users also u
25、se Facebook as do 95% of Instagram users and 92% of Pinterest users. Outside of Facebok, other sites users show high levels of reciprocity. For instance, 65% of those with a Twiter account also use Instagram, while 49% of Instagram users also have Twiter. Similarly, 54% of those who use Instagram al
26、so use Pinterest and 57% of Pinterest users are also on Instagram. Mesaging aps Social media sites are not the only venue where people can conect with others online. Today smartphone owners (at the time of this survey, 72% of American adults) can chose from a variety of mesaging aps that fill many o
27、f the same functions. Some of these aps look and function like a traditional chat or mesaging service, while others offer unique features such as the ability to post anonymously, or to have ones posts expire or delete themselves afLOOKING FURTHER WITH FORD 2017 TRENDS 5 THANNIVERSARYLOOKING BACK AND LEANING FORWARD.
