Who is Using Social Media in 2018?

Crafting social media content is a LOT easier when you know who is using social media in the first place. Back in 2014, I wrote this blog about different platforms and their users. With the somewhat recent changes to Facebook and the rise of other social media platforms, I thought it would be interesting to take another look and see if there are any significant changes, now that we’re four years out.

Facebook and YouTube are Kings of Social Media Platforms – By Far

In its review of who is using social media in 2018, Pew Research Center looked at eight major social media platforms. Facebook and YouTube weren’t just ahead of the pack; they both had two times the number of users as the remaining social networks:

  • Two-thirds of U.S. adults are Facebook users

  • Three-fourths of U.S. adults are YouTube users

What’s also interesting is the frequency with which these users visit the top two social platforms:

  • Three-fourths of Facebook users go to the site once daily; nearly half go several times a day

  • 17 percent of YouTube users visit the site once daily; 29 percent visit several times a day

Who Is Using the Other Social Media Platforms?

Not surprisingly, younger users make up a large portion of the social media audience. In fact, 88 percent of people between the ages of 18 and 24 use some type of social media. (Another fun fact: 94 percent of users in this age group use YouTube…online video, anyone?)

Chart shows who is using social media platforms when it comes to the youngest audience. (Pew Research Center)

YouTube and Facebook still top the charts in this age group, but younger users also dominate platforms like Snapchat and Instagram, with 78 and 71 percent, respectively, of those ages 18-24 spending time on these networks.

How does this compare to four years ago? Back then, only six out of ten people in this age group used Snapchat, while 40 percent used Instagram. These two social media platforms have seen tremendous growth.

WhatsApp Makes It to the List

When it comes to who is using social media in 2018, WhatsApp takes at least an honorable mention. Particularly among Latinos in the U.S., with 49 percent of this population reporting they are WhatsApp users. If Hispanics are a part of your core audience, you may want to consider adding WhatsApp to your social media strategy.

Update Your Social Media Content

Do you need to revisit your social media strategy? Are you confused about which platforms make sense for your business? Our digital marketing consulting services can get you where you need to be.

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