A week ago, Pew Research rolled out a new report on Americans’ Social Media Use in 2018. In total, 2,002 US adults over the age of 18 and over were surveyed on their usage on several different platforms including Facebook, Instagram, Snapchat, Twitter and so on.
Among 68% of Americans using Facebook, 74% of those check the site at least once a day, and 51% even go further and admitted they are on the platform several times a day. Compared to the previous research conducted in 2016, there is not much of a difference in users’ Facebook usage. Facebook is still widely the most popular platform.
It is very obvious from the chart that Instagram popularity had a huge jump from 2012. Six years ago, 28% of surveyed people responded that they used Instagram. That number this year is 35%.
Looking further into the smaller age groups, researchers also found that there are differences between social media usage between 18 – 24 years old and 24-29 years old. While they both equally use Facebook, the younger group definitely use Snapchat, Instagram, and Twitter much more than the older group.
Also, according to the report, the older demogrpahic are spending time on Youtube and Facebook the most. 84% of people who are 30 to 49 are using Youtube, and 80% are using Facebook. For the group of people who are older than 49, that number is also significantly lower at 56% and 55% respectively.
With social media transforming into one of the best marketing channels, this report provides an insightful look at how to best practice your social media marketing campaign.