The "old" social software Facebook dominates the US market, and "rising stars" such as Reddit are also growing rapidly

In its 2021 Social Media Usage Survey, Pew Research asked 1,502 Americans about their social media habits, outlining trends and shifts in people's use of social media platforms .

First, in terms of overall usage, Pew reports that YouTube and Facebook remain the most popular social apps among U.S. users , with 81% and 69% of people saying they have used these sites , respectively ↓

Interestingly , Facebook's market share has not changed since Pew's last update, but YouTube has grown 8% . Meanwhile, Reddit's adoption has also grown 7% , highlighting the huge growth potential of Reddit , which has done a lot of cleanup work on the platform ecosystem to increase its mainstream appeal in the hope of expanding its revenue opportunities.

As shown in the figure above, Pew's research data also shows that 40% of American adults use Instagram, about 30% of American adults use Pinterest and LinkedIn, and about 21% of American adults are using TikTok .

Snapchat and TikTok are particularly popular among young users . Among young people aged 18-29, 71% use Instagram, 65% use Snapchat, and nearly 50% use TikTok.

Therefore, if sellers want to connect with a younger audience, it would be more effective to enter the social apps mentioned above that are most popular among young people , while Facebook and YouTube are suitable for older groups.

Secondly, in terms of daily usage, although Facebook 's growth rate has slowed down , it is still the social software with the highest indicator , surpassing Instagram and Snapc hat ↓

Therefore, it is undeniable that Facebook has become the most important social tool for many people . Most people log in to Facebook every morning and connect with friends and family through this social media channel . However, it should be noted that this does not mean that Facebook occupies the most time for people to use it.

Here are some other interesting findings from the Pew study :

About 50% of Hispanics and blacks are active on Instagram, a higher percentage than white Americans .

About half of adults with a bachelor’s degree or advanced degree say they use LinkedIn, compared with much smaller shares of adults with some college experience and those with a high school diploma or less .

Among the user groups of the photo social software Pinterest , women continue to dominate , accounting for 46% , while men account for only 16% .

Therefore, before engaging in social media marketing, sellers may wish to develop more targeted marketing plans based on the product’s market positioning and these social media survey data, so as to seize opportunities and avoid detours.

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