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SocialMediaSiteUsage2014|PewResearchCenter'sInternet&AmericanLifeProject

JANUAR Y9,2015

SocialMediaUpdate2014
BYMAEVEDUGGAN (HTTP://WWW.PEWINTERNET.ORG/AUTHOR/MDUGGAN/),NICOLEB.ELLISON
(HTTP://WWW.PEWINTERNET.ORG/AUTHOR/NELLISON/),CLIFFLAMPE(HTTP://WWW.PEWINTERNET.ORG/AUTHOR/CLAMPE2/),

AMANDALENHART(HTTP://WWW.PEWINTERNET.ORG/AUTHOR/ALENHART/)ANDMARYMADDEN
(HTTP://WWW.PEWINTERNET.ORG/AUTHOR/MMADDEN/)

(http://www.pewinternet.org/2015/01/09/socialmediaupdate2014/pi_20150109_socialmedia_01/)Inanewsurvey

conductedinSeptember2014,thePewResearchCenterfindsthatFacebookremainsbyfarthemostpopularsocial
mediasite.(https://twitter.com/intent/tweet?
url=http://pewrsr.ch/1BIQn9W&text=As%20of%20Sept.%202014%2C%20Facebook%20remains%20by%20far%20the%20most%20popular%20social%20media%20site.)

Whileitsgrowthhasslowed,thelevelofuserengagementwiththeplatformhasincreased.Otherplatformslike
Twitter,Instagram,PinterestandLinkedInsawsignificantincreasesoverthepastyearintheproportionofonline
adultswhonowusetheirsites.
Theresultsinthisreportarebasedonthe81%ofAmericanadultswhousetheinternet.Otherkeyfindings:
Multiplatformuseisontherise:52%ofonlineadultsnowusetwoormoresocialmediasites,asignificant
increasefrom2013,whenitstoodat42%ofinternetusers.
Forthefirsttime,morethanhalfofallonlineadults65andolder(56%)useFacebook.Thisrepresents31%of
allseniors.
Forthefirsttime,roughlyhalfofinternetusingyoungadultsages1829(53%)useInstagram.Andhalf0fall
Instagramusers(49%)usethesitedaily.
Forthefirsttime,theshareofinternetuserswithcollegeeducationsusingLinkedInreached50%.
WomendominatePinterest:42%ofonlinewomennowusetheplatform,comparedwith13%ofonlinemen.

WhileFacebookremainsthemostpopularsocialmediasite,itsoverallgrowthhasslowedandother
sitescontinuetoseeincreasesinusership.
Facebookcontinuestobethemostpopularsocialmediasite,butitsmembershipsawlittlechangefrom2013.The
onenotableexceptionisolderadults:ForthefirsttimeinPewResearchfindings,morethanhalf(56%)ofinternet
usersages65andolderuseFacebook.Overall,71%ofinternetusersareonFacebook,aproportionthatrepresents
nochangefromAugust2013.

http://www.pewinternet.org/2015/01/09/socialmediaupdate2014/

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SocialMediaSiteUsage2014|PewResearchCenter'sInternet&AmericanLifeProject
Everyothersocialmediaplatformmeasuredsawsignificantgrowthbetween2013and2014.Instagramnotonly
increaseditsoveralluserfigurebyninepercentagepoints,butalsosawsignificantgrowthinalmostevery
demographicgroup.LinkedIncontinuedtogrowamonggroupswithwhichitwasalreadypopular,suchas
professionalsandcollegegraduates,whileTwitterandPinterestsawincreasesinusershipacrossavarietyof
demographicgroups.

TheengagementofFacebookuserscontinuestogrow,whiledailyuseonotherplatformsshowslittle
change.
Facebookslargebaseofuserscontinuestobeveryactive.Fully70%engagewiththesitedaily(and45%doso
severaltimesaday),asignificantincreasefromthe63%whodidsoin2013.(https://twitter.com/intent/tweet?
url=http://pewrsr.ch/1BIQn9W&text=70%25%20of%20Facebook%20users%20engage%20with%20the%20site%20daily%2C%20up%20from%2063%25%20in%202013)

Abouthalf(49%)ofInstagramusersand17%ofPinterestusersengagewiththeirrespectiveplatformsdaily,
althoughneitheroftheserepresentasignificantchangefrom2013.Some36%ofTwitterusersvisitthesitedaily,
butthisactuallyrepresentsa10pointdecreasefromthe46%whodidsoin2013.Whilethe13%ofLinkedInusers
whoengagewiththeplatformdailyisunchangedfrom2013,theproportionofuserswhousethesiteweeklyorless
oftenincreasedsignificantlythatis,moreuserslogonlessfrequently.

52%ofonlineadultsusemultiplesocialmediasites.Facebookactsashomebaseitremainsthe
mostpopularsiteforthosewhoonlyuseone,andhassignificantoverlapwithotherplatforms.
Fully52%ofonlineadultsusetwoormoresocialmediasites,asignificantincreasefromthe42%whodidsoin
2013.Atthesametime,significantlyfeweradultsusejustonesite28%comparedwith36%lastyear.Asin2013,
Facebookremainsthemostpopularsiteamongthosewhouseonlyonefully79%ofthosewhousejustonesite
reportusingFacebook.Asinyearspast,asignificantmajorityofTwitter,Instagram,PinterestandLinkedInusers
saytheyalsouseFacebook,morethananyothersite.Atthesametime,theproportionofFacebookuserswhoalso
useanothersiteisontherisethatis,therearemoreFacebookusersthisyearwhoalsouseTwitter,Instagram,
PinterestandLinkedInthantherewerein2013.

Socialmediausersintheentireadultpopulation

(http://www.pewinternet.org/2015/01/09/socialmediaupdate2014/pi_20150109_socialmedia_02/)Theresultsofthis

reportarefocusedonallinternetusers.Inthissurvey,81%ofallAmericanadultsages18+areinternetusers.The
usagefiguresofthefivesocialnetworkingplatformsmeasuredarepresentedasaproportionofthetotalAmerican
adultpopulation.

Aboutthissurvey

ThefindingsreportedherewerecollectedinomnibussurveysunderwrittenbytheUniversityofMichigan.The
surveyquestionsweredesignedinconsultationwithDr.NicoleEllisonandDr.CliffLampefromtheUniversityof
MichigansSchoolofInformation.Furtherreportswithmoredetailsabouthowpeopleusesocialmediawillbe
producedlaterthisyear.
TheresultsarebasedondatafromtelephoneinterviewsconductedbyPrincetonSurveyResearchAssociates
InternationalfromSeptember11toSeptember14,2014andSeptember18toSeptember21,2014.Telephone
interviewswereconductedinEnglishandSpanishbylandline(1,002)andcellphone(1,001,including594
withoutalandlinephone).Forresultsbasedonthetotalsample,onecansaywith95%confidencethattheerror
attributabletosamplingisplusorminus2.5percentagepoints.ForresultsbasedonInternetusers(n=1,597),the
marginofsamplingerrorisplusorminus2.9percentagepoints.

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