YouTube is the top social platform, utilized by 81% of consumers, up from 73% in 2019. Facebook, despite a wave of bad publicity, is next, chosen by 69%. In fact, 49% visit Facebook several times a day and 22% once per day, making it the leader in daily usage.
In contrast, Instagram is used by 40% overall, and Pinterest and LinkedIn by roughly 30% apiece. Snapchat claims 25% usage, and similar percentages use Twitter or WhatsApp.
The big determinate is age.
Instagram is utilized by 71% of young adults and Snapshot by 65%. In addition, 48% in that cohort use TikTok.
Drilling town to the 18-to-24 demo, 76% use Instagram, 75% Snapchat and 55% TikTok. But only 2% of consumers age 65 and older use Snapchat.
YouTube is used by 95% of adults age 18 to 29 and 91% by those in the 50-64 group. But only 49% of those age 65 and older use it.
Preferences also vary by race and ethnicity. For instance, 46% of Hispanic Americans use WhatsApp, versus 23% of Black Americans and 16% of Whites.
In addition, 52% of Hispanics and 49% of Black Americans use Instagram, compared with 35% of White Americans.
LinkedIn is more widely used by people with higher education, including 51% with bachelor’s or advanced degrees. But only 28% of those with some college and 10% of those with high-school diplomas or less.
Separately, Reddit is now used by 18% overall, compared to 11% in 2019, making it the only site besides YouTube to post significant growth in that period.Pew surveyed 1,502 U.S. consumers from Jan. 25 to Feb. 8.