As social media users are diversifying their on-line networking platforms, Facebook remains the dominant player, according to Pew's Social Media Update 2013.
Pew's new study reveals that more that 7 in 10 on-line adults had Facebook accounts in 2013, up four percent from 2012. By contrast, around 20 percent visited LinkedIn and Pinterest, respectively.
Meanwhile, 42 percent of on-line adults used two or more social networks in the past year. Among the 36 percent who used only one major social networking site, more than four-fifths said that they frequented Facebook. In comparison, eight percent used LinkedIn, four percent constantly visited Pinterest, and a mere two percent went to Instagram or Twitter.
In addition to its large user base, Facebook is the most effective platform in terms of user engagement. More than two-thirds of Facebook users visited the site at least once a day, with 40 percent doing so multiple times throughout the day, the study says.
Instagram, a photo-sharing application purchased by Facebook in 2012, exhibits a high level of user engagement as well. Close to 60 percent of its users visited the site at least once a day, with 35 percent visiting multiple times per day. Twitter attracted 46 percent daily users in 2013, with 29 percent visiting multiple times a day.
Pew also points out that while Facebook dominates the on-line social networking scene, other social media platforms have developed their own unique demographic user profiles. Pinterest appeals to females; LinkedIn is frequented by college graduates and users with higher income; Twitter and Instagram are popular with younger adults, urban dwellers, and non-whites.
Data in this report came from telephone interviews with 1,801 adults. Download the full version from Pew Research Centre.
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