Social Networking Platforms User Demographics Update 2018

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The most widely-used social media platform in the US isn’t Facebook. It’s YouTube, a platform used by 73% of US adults and one that has broad consistency in usage across demographic groups. That’s according to a study from the Pew Research Center, which provides some updates on social platform usage.

The following is a brief overview of some of the highlights from the report. For trend purposes, some of the following data is compared with a similar report issued by Pew in late 2016. However that earlier report showed figures among the online population rather than the broader adult population, so the only comparisons made concern differences in adoption by demographic group.

For empirical data on how the adult audiences of these platforms actually is distributed by demographic group (e.g. 23.7% of Snapchat’s US adult audience is aged 18-24 – a true stat), see Marketing Charts’ recently-released US Media Audience Demographics report.

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Source: Marketing Charts: Social Networking Platforms’ User Demographics Update 2018

April 12, 2018