The State of Social Media Usage in America Today

I’m not going to lie, there are a few surprises that you might find interesting. That’s nothing new—but it really resonates through the visuals within the dashboard (example below). Not only does the platform have the highest number of users, it has the highest engagement of the other platforms within the dashboard with 76% of its users logging in daily (compared to Instagram with the next highest engagement of 51% of its user logging on daily – it should be mentioned for perspective that Instagram is also owned by Facebook). I was surprised by the portion of international vs. U.S. users. The numbers below represent the percentage of users that are outside of the U.S. for each platform: 85% for Facebook 80% for Instagram 79% for Twitter 70% for LinkedIn 53% for Pinterest On an international scale, the usage between men and women on the majority of the social channels is about 50/50, aside from LinkedIn which is more heavily skewed towards men, and Pinterest with 2/3 of its users being women. A look at usage within the United States Within the United States, the most popular social media platform for adults by far is Facebook with 68% of the population using the platform. According to Pinterest, 75% of Pins saved to Pinterest come from businesses, showing they are genuinely helpful for users. Ads continue to perform. Social media usage continues to increase No matter how you look at it, whether it be age, gender, education, or income, social media adoption continues to expand, and it’s not just in the United States. This is not only an interesting fact as it relates to social media, but marketers need to take note of this trend and brainstorm ways to get in front of their audiences at the right time when they’re out and about.