YouTube & Fb On Prime, TikTok Rising


A current survey by the Pew Research Center discovered that YouTube and Fb stay essentially the most extensively used social media platforms amongst adults in the US. On the similar time, the survey confirmed substantial will increase within the variety of TikTok customers.

In line with the survey, YouTube and Fb are essentially the most extensively used on-line platforms amongst U.S. adults, with 83% and 68% utilization charges, respectively.

Roughly 50% of U.S. adults use Instagram. Different platforms like Pinterest, TikTok, LinkedIn, WhatsApp, and Snapchat have utilization charges starting from 27% to 35% of U.S. adults.

This yr’s survey was the primary to ask about BeReal, a more moderen photo-sharing app with a utilization fee of simply 3% amongst U.S. adults.

The share of U.S. adults who use TikTok has elevated from 21% in 2021 to 33% at the moment. This progress fee for TikTok exceeds the extra modest or stagnant progress charges noticed for different social media platforms over the identical interval.

Age Disparities In Social Media Use

The survey outcomes reveal variations in social media platform utilization throughout age teams. Adults below 30 had been likelier to make use of Instagram, Snapchat, and TikTok than older adults.

For instance, 78% of 18-29-year-olds reported utilizing Instagram, a lot larger than the 15% of adults 65 and over. Snapchat and TikTok adopted related utilization patterns, with youthful adults displaying larger charges.

In distinction, YouTube and Fb had extra constant utilization throughout age teams, although youthful adults nonetheless exhibited larger engagement on these platforms than older adults.

Demographic Variations In Social Media Use

The Pew Analysis Middle research revealed demographic variations in social media platform utilization.:

  • Instagram: Extra in style amongst Hispanic and Asian adults, girls, and people with some school training.
  • TikTok: Larger utilization charges amongst Hispanic adults and girls.
  • LinkedIn: Hottest amongst Individuals with larger academic attainment.
  • Twitter (now “X”): Utilization correlates with larger family incomes.
  • Pinterest: Considerably extra in style amongst girls.
  • WhatsApp: Extra regularly utilized by Hispanic and Asian adults.

Takeaways For Social Media Entrepreneurs

The Pew Analysis Middle’s newest findings on social media utilization in the US present a number of worthwhile insights that social media entrepreneurs ought to take into account when creating advertising methods:

  • YouTube has broad attraction throughout all age teams, making it a vital platform for video campaigns focusing on a broad viewers.
  • Fb maintains an intensive person base and gives capabilities for focused promoting and reaching numerous demographics.
  • TikTok is experiencing explosive progress, particularly amongst youthful customers, presenting alternatives for manufacturers to leverage its artistic and viral nature.
  • Instagram is extremely in style with youth and minority teams like Hispanics and Asians, making it appropriate for campaigns focusing on these demographics.
  • LinkedIn caters to educated professionals, making it perfect for B2B advertising, thought management, and employer branding.
  • Quick-form video content material is rising in recognition, as seen with TikTok, so bite-sized participating movies can seize restricted person consideration spans.
  • Although smaller in scale, area of interest platforms like Pinterest, Snapchat, and WhatsApp allow focused area of interest advertising alternatives.
  • Rising platforms reminiscent of BeReal might present first-mover benefits as they develop.
  • Snapchat and TikTok are important for participating customers below 30 years outdated.
  • Cross-platform campaigns enable larger attain and unified messaging.
  • Platforms in style with particular audiences like Hispanics, Asians, and higher-income households, reminiscent of WhatsApp and Twitter, needs to be thought of when advertising to these teams.

Entrepreneurs can apply these insights to craft platform-specific methods tailor-made to person demographics and behaviors. A nuanced understanding of the most recent traits can inform simpler social media engagement and returns on advertising funding.


The Pew Analysis Middle surveyed 5,733 U.S. adults between Could 19 and September 5, 2023. Ipsos carried out the survey utilizing each on-line and mail methodologies to acquire a demographically consultant pattern of the U.S. grownup inhabitants. The outcomes had been weighted by gender, race and ethnicity, training, and different related components to align with U.S. Census benchmarks.

The survey represented a transition from conventional cellphone polling to a mix of net and mail. The Pew Analysis Middle has supplied particulars on the survey methodology and the potential impression of this modification for these enthusiastic about higher understanding the info assortment course of.

Featured Picture: Primakov/Shutterstock


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