A smart healthcare marketing blog
December 2014

Who’s Using Which Social Networks?

Only 15% of US adults admit they are not a member of any social networks, according to a new survey by YouGov. Most research on this topic shows that women lead men in adoption of most social networks, with LinkedIn and Google+ the exceptions among the larger platforms.


#1 Facebook is still the largest social network, 75% of adults being members
#2 Twitter (31%)
#3 Google+ (29%)
#4 LinkedIn (28%)
#5 Pinterest (18%)
#6 Instagram (13%)

While men and women reported equal use of Twitter, the gap was larger on LinkedIn (30% vs. 25%).

Instagram recently announced that it passed 300 million monthly active users (which is more than Twitter’s total), its audience leans more heavily towards teens and it also has a strong international base.

Study takeaways ::

  • Twitter use is highest among the 18-34 bracket (41%), with the 35-54 (31%) and 55+ (23%) brackets trailing
  • That disparity is even greater for Instagram, with 27% stated penetration among 18-34-year-olds, versus 12% among the 35-54 group and 4% in the 55+ bracket; and
  • The 55+ group leads in LinkedIn use, though, with 31% reporting being members, compared to 28% of 35-54-year-olds and 23% of 18-34-year-olds.




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