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While there is a 42% overlap of usage across multiple sites, some 36% of respondents said that they only used one social network, and Pew notes that “22% did not use any of the five specific sites we asked about.” That could mean they used services like Google+, Snapchat, something else entirely, or nothing at all.
For these sites, which are constructed in large part around advertising-based business models, critical mass is crucial: you won’t visit a site if no one else is using it.
In other words, nearly all adults that responded that they are on a social network are using Facebook.Similarly, on the commercial side of the equation, one of the key metrics that the sites, and their advertisers, like to focus on is engagement.It’s interesting, therefore, that when it comes to frequency of use, the rankings change.Pinterest, in contrast, has a fairly low rate of daily usage, with 23% of its users visiting on a daily basis.Facebook may be currently facing question marks over how well it’s faring with younger users, but among those over 18 in the U. Among the top five networks (as charted by Pew), there is a lot more wiggle room for who comes in second after Facebook. Close behind it is Pinterest — which has vaulted over Twitter to number-three position with 21% usage.
According to figures out today from the researchers at the Pew Research Center, the percentage of adults using the social networks of Facebook, Linked In, Pinterest, Twitter or Instagram to communicate with each other is now at 73%, and Facebook — the world’s largest social network with 1.19 billion users — remains the most popular in the U. It comes at a time of heightened competition: partly thanks to the rise of mobile apps — the number of people on multiple networks is now at 42%.