New Pew report looks at social media demographics among Americans

A new Pew report is out; the report takes a look at social media use in America.  It’s findings, as always, help to illuminate the state of social media.

I would highly recommend that you check out the entire report, but from my perspective at least, here are the major findings and insights:

  • Messaging Apps are growingwith 36% of all smartphone users using such an app, and 17% using an app which automatically deletes a message.  Users of these apps tend to be younger than 29, college educated and live in an urban area.
  • Facebook growth has slowed, but that’s largely a result of it having less room to grow.  Pinterest and Instagram continue to grow at high rates; Twitter’s growth has completely plateaued, and LinkedIn has actually shrunk….?
  • In terms of demographics of specific platforms:
    • Facebook is more popular among women than men.  Users are also young and have high levels of income.
    • Pinterest has the highest gender disparity of all networks (44% of women vs. 16% of men).  It’s users are young, less wealthy than Facebook and more suburban/rural than urban.
    • Instagram is the most popular network for racial minorities.  It’s users are overwhelmingly young.
    • LinkedIn has a strikingly even gender ratio, older users, and the most educated and wealthiest user base.
    • Twitter users are relatively even across important demographic variables, except for geographic location, which skew urban.
  • In terms of frequency of use, Facebook does the best, followed by Instagram, Twitter, Pinterest and LinkedIn.

What does this say about the current state of social media?  A few things:

  • Messaging apps are here to stay and should be used accordingly.
  • Serious demographic disparities exist between all platforms, and your social media use should be tailored accordingly.
  • Facebook is still the undisputed king.

Tweets and Consequences

Like the blog?  Get the book!  Tweets and Consequences: 60 Social Media Disasters in Politics and How You Can Avoid A Career-Ending Mistake is now available on Amazon for purchase or download.

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