Almost three-quarters of online adults now use at least one social network, with Facebook remaining the most popular social platform, although a significant number of users are embracing other channels, reveals a new study.
Pew Internet surveyed 1,801 adults in the U.S. and discovered that 73 percent are active on at least one social network, with 42 percent using multiple sites. Facebook is the most popular service, used by 71 percent of adults in 2013 (up from 67 percent in 2012), followed by, surprisingly, LinkedIn (22 percent, up from 20 percent last year), Pinterest (21 percent, 16 percent last year), Twitter (18 percent, 16 percent last year) and Instagram (17 percent, 13 percent last year).
Pinterest was noted for its strong appeal to women and Twitter and Instagram have particular appeal to young adults, urban dwellers and non-whites. Facebook and Instagram showed especially high levels of daily user engagement.
Interestingly, Facebook users were only moderately likely to be active on other platforms, while Twitter and Instagram users were highly likely to be active on Facebook and statistically likely to be active on each other.