Even though Facebook struggles with attracting the younger demographic it still reins king for social networking. Recent statistics have shown that 73% of American adults are using social networks to communicate. Facebook alone holds 71% of that statistic coming in right under 1.2 billion users.
With the number of people using multiple networks now at 42% there is a ton of room to get into the second spot in 2014. Just check out the statistics for the other social networks below:
Among the top five networks (as charted by Pew), there is a lot more wiggle room for who comes in second after Facebook. LinkedIn — site that bills itself as the “professional” social network focused on networking, job hunting and professional information and news — is hanging on at number-two, with 22% of U.S. adults using it — up 2% on last year. Close behind it is Pinterest — which has vaulted over Twitter to number-three position with 21% usage.
Twitter — despite the different services that it has launched to increase engagement like Twitter Music other discovery services; and despite the increased attention around its IPO — has only grown by two percentage points to 18%. Hot on its heels is Instagram at 17%.
Google+ does not make it into the top-five mix — not because of its lack of popularity; but because Pew says it did not include it in its survey questions.
How many versus how often
It’s interesting, therefore, that when it comes to frequency of use, the rankings change. Facebook continues to remain at the top in the daily rankings, with 63% of people accessing it on a daily basis. Instagram — last in the general rankings — is not far off and in second place, with a 57% daily use. Similarly, its weekly and “less often” rates are also close, respectively at 22%/20% and 14%/22%. (This goes some way towards explaining why Facebook was keen to acquire it: their usage patterns are very close.)
Twitter may overall be seeing less usage in general than Pinterest but those who are on it appear more engaged: some 46% of Twitter users are on it daily for their quick fix of quips made and received. Pinterest, in contrast, has a fairly low rate of daily usage, with 23% of its users visiting on a daily basis.
Facebook, Instagram and Twitter also are generating a significant amount of mulitple-times-per-day use, with 40% at Facebook, 35% at Instagram and 29% at Twitter, Pew says.
LinkedIn, meanwhile, has a lot of work to do, with only 13% of its users going there daily. Are those the ones looking for work? In any case, this is another way of explaining why it is that LinkedIn has tried to overhaul its whole content operation, to create something that will attract people to visit it more frequently than just “less often.”
All of the other social networks besides Facebook are down below 10% when focusing on the sole use of just one networking site. That leaves Facebook to dominate amongst users who commit to only one social site at 84%. So it looks like Facebook will again be the focus of social networking this year.
Do you have any theories on which social networks might break out this year and why?
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