In addition to measuring the broad impact and meaning of social media, since 2012 the Center has also tracked the specific sites and platforms that users turn to in the course of living their social lives online.
In that context, a national survey of 1,520 adults conducted March 7-April 4, 2016, finds that Facebook continues to be America’s most popular social networking platform by a substantial margin: Nearly eight-in-ten (79%) now use Facebook, more than double the share that uses Twitter (24%), Pinterest (31%), Instagram (32%) or Linked In (29%).
On a total population basis (accounting for Americans who do not use the internet at all), that means that 68% of all U. adults are Facebook users, while 28% use Instagram, 26% use Pinterest, 25% use Linked In and 21% use Twitter.
Roughly three-quarters (76%) of Facebook users report that they visit the site daily (55% visit several times a day, and 22% visit about once per day).
This represents a modest but statistically significant increase from the 70% of Facebook users who indicated that they visited the site daily in 2015.
Roughly six-in-ten online adults ages 18-29 (59%) use Instagram, nearly double the share among 30- to 49-year-olds (33%) and more than seven times the share among those 65 and older (8%).
And as was the case in previous Pew Research Center surveys of social media use, female internet users are more likely to use Instagram than men (38% vs. Roughly one-quarter of online adults (24%) use Twitter, a proportion that is statistically unchanged from a survey conducted in 2015 (23%).
Similarly, 45% of online adults with an annual household income of $75,000 or more use Linked In, compared with just 21% of those living in households with an annual income of less than $30,000.
And 35% of online adults who are employed use Linked In, compared with 17% of those who are not employed for pay.Linked In has long been especially popular with college graduates and high income earners, and this trend continues to hold true.Half (50%) of online adults with college degrees are on Linked In, compared with 27% of those who have attended but not graduated from college and just 12% of those with high school degrees or less.Other than this slight uptick among Facebook users, daily engagement for each of the other major social media platforms is generally similar to Pew Research Center findings from 2015.Instagram and Twitter occupy the middle tier of social media sites in terms of the share of users who log in daily.Around one-third of online adults (32%) report using Instagram – roughly the same share as in 2015, when 27% of online adults did so.