- 73% of online adults now use a social networking site of some kind.
- 71% use Facebook, up from 67% in 2012.
- Facebook is the dominant social networking platform in the number of users, but users are diversifying; 42% of online adults use multiple social networking sites.
- User profiles, demographics and engagement rates differ significantly across platforms. For example, Instagram users are nearly as likely as Facebook users to check in to the site on a daily basis; Pinterest skews toward women, higher education and income, while LinkedIn skews higher toward men in prime years.
These are a few of the key findings and graphics on social networking site usage and adoption from Social Media Update 2013. The study provides some great insights for your team to consider as they plan digital and content marketing strategies for 2014 – Who uses what platform? How do they use it? How often do they check-in?