Women are from Pinterest, the affluent and educated are from LinkedIn, young people dig Instagram, but pretty much everybody uses Facebook, according to a the latest social media study from the Pew Research Center.
Nearly three-quarters of Internet users in the United States are on some form of social media, and nearly half hang out on several social networks, Pew announced on Monday. But while some of us poke around on Pinterest or look up colleagues on LinkedIn, 71 one percent of adult Internet users belong to Facebook. No surprise there, though it's not much of a boost either — up only 67 percent in late 2012. You likely won't be surprised with Pew's other Facebook finding; most Facebook users visit the site regularly. Sixty-three percent of Facebook users check in with the site daily, and 40 percent visit more than once each day.
Instagram's users are nearly as likely as Facebook users to check in daily. That's good news for Facebook, which purchased photo-sharing social network for a cool $1 billion last year. While only 17 percent of Internet users surveyed are on Instagram (up from 13 percent in 2012), more than half of them (57 percent) visit the site at least once a day, whether to post a pic, or check out someone else's photos. More than a third (35 percent) visit several times a day.
The study, which looked at that "social media engagement" on Facebook, Instagram, Twitter, LinkedIn and Pinterest, also found that while "Facebook is popular across a diverse mix of demographic groups, other sites have developed their own unique demographic user profiles." For example:
This year's nationwide Pew survey was conducted via telephone between August 7 to September 16, with a representative sample of 1,801 adults, ages 18 and older. The margin of sampling error is 2.6 percentage points. You can see the full report at the Pew Research Center website.