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The State of Social Media
Mary Madden, Senior ResearcherPew Research Center’s Internet and American Life Project
National Bike SummitWashington, DC
March 5, 2013
Part One: The Landscape of Social Media
Who uses what?
How many adults use social media?
• 67% of online adults use a social networking site, representing more than half of the entire adult population in the U.S.
• Young people are the heaviest users of social networking sites (SNS), and Facebook is still the dominant platform. But other sites attract a wider variety of demographic groups.
SNS Users
Which groups are most likely?• Internet users under 50• 18-29 most likely of any demographic
cohort (83%)• Women• Urban more likely than rural
Twitter Users• 16% of internet users
are on Twitterthis has doubled since Nov. 2010
Which groups are most likely?• Those under 50, especially 18-29• African-Americans are more likely
than whites• Urban-dwellers
Pinterest Users• 15% of internet users
are on Pinterest
Which groups are most likely?• Whites• Under 50 – but 18-29 do not stand out• Well-educated• Higher Income• Women - 5x more likely than men
Instagram Users• 13% of internet users are
on Instagram
Which groups are most likely?• Women• Those under 50, especially 18-29• African-Americans and Hispanics more
likely than whites• Urban-dwellers
Tumblr Users
• Just 6% of internet users are on Tumblr
Which groups are most likely?• Those 18-29 (13%)
Facebook Users
• Facebook remains the most-used SNS platform – two-thirds of online adults are Facebook users (67%)
Which groups are most likely?• Women• Those under 50, especially 18-29
Part Two: Facebook Fatigue
Taking a break or breaking the habit
Coming and Going on Facebook• Facebook fasting: 61% of current Facebook users say that at one time or
another in the past they have voluntarily taken a break from using Facebook for a period of several weeks or more.
• Facebook dropouts: 20% of the online adults who do not currently use Facebook say they once used the site but no longer do so.
• Future Facebook users: 8% of online adults who do not currently use Facebook are interested in becoming Facebook users in the future.
Reasons for Facebook Breaks• 61% of Facebook users have voluntarily taken a multi-week break from
the site in the past. Here’s why:
How important is Facebook to you?
• 59% of Facebook users say the social networking site is about as important to them as it was a year ago. 53% say the amount of time they spend on Facebook is about the same as last year.
• 28% of Facebook users say the site has been less important to them than it was a year ago. 34% of users say the amount of time they spend on Facebook has decreased over the past year.
• 12% of Facebook users say the site has become more important to them than it was a year ago. 13% of users say the amount of time they spend on Facebook has increased over the past year.
• Women are more likely than men to report increased importance and time spent on Facebook.
• 42% of Facebook users ages 18-29 and 34% of those ages 30-49 say their time spent on Facebook has decreased over the past year.
• Just 23% of Facebook users over age 50 reported decreased Facebook usage.
In the coming year:
3% of Facebook users say they plan to spend more time on the site.
27% say they plan to spend less time on the site.
69% plan to spend the same amount of time on the site.
Young people are the most likely to say their time spent on Facebook will decrease.
Part Three: Orgs + Social Media
We’re all in this together…
The social media platforms that arts organizations use
Source: Pew Research Center’s Internet & American Life Project Arts Organizations Survey. Conducted between May 30-July 20, 2012. N for respondents who answered this question=1,202.
The number of platforms that arts orgs use
The majority of arts organizations that use social media maintain profiles on at least four different social media sites.
What arts organizations do with social media
Where we live: Pew Internet
• Twitter: https://twitter.com/pewinternet; @pewinternet
• Facebook: https://www.facebook.com/pewinternet• Tumblr: http://pewinternet.tumblr.com/• Slideshare: http://www.slideshare.net/PewInternet• Google+:
https://plus.google.com/115622082336717197010/posts
• YouTube: https://www.youtube.com/user/PewResearchCenter
Sources• Pew Research Center’s Internet & American Life Project Post-Election Survey, November 14-
December 09, 2012. N=1,802 internet users. Interviews were conducted in English and Spanish and on landlines and cell phones. Margin of error is +/- 2.6 percentage points for results based on internet users. – Corresponding report:
“The Demographics of Social Media Users – 2012” http://pewinternet.org/Reports/2013/Social-media-users.aspx
• Pew Research Center’s Internet & American Life Project Omnibus Survey, December 13-16, 2012. N=1,006 adults. Interviews conducted by landline and cell phone in English. The margin of error is +/- 3.6 percentage points for the complete set of weighted data.– Corresponding report:
“Coming and Going on Facebook” http://pewinternet.org/Reports/2013/Coming-and-going-on-facebook.aspx
• Pew Research Center’s Internet & American Life Project Omnibus Survey, December 13-16, 2012. N=1,006 adults. Interviews conducted by landline and cell phone in English. The margin of error is +/- 3.6 percentage points for the complete set of weighted data.– Corresponding report:
“Arts Organizations and Digital Technologies” http://www.pewinternet.org/Reports/2013/Arts-and-technology.asp x
