“Old” Social Software Facebook Dominates The US Market

In the 2021 Social Media Usage Survey, Pew Research interviewed 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% respectively reporting using these sites↓

Interestingly, Facebook's market share has not changed since Pew's last update, but YouTube has grown 8%. At the same time, Reddit's adoption rate also increased by 7%, which highlights the huge growth potential of Reddit, which has made a lot of clean-up work on the platform ecosystem to improve its mainstream appeal in order to expand 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.

And Snapchat and TikTok are especially 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 is better to tap into the above-mentioned social apps that are most popular among young people, while Facebook and YouTube are suitable for older groups.

Secondly, in terms of the number of daily uses, although Facebook’s growth rate has slowed down, it is still the social software with the highest index, surpassing Instagram and Snapchat↓

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

Pew's study had some other interesting findings:

lAbout 50% of Hispanics and blacks are active on Instagram, accounting for a higher proportion than white Americans;

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

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

Therefore, before doing social media marketing, sellers may wish to develop a more targeted marketing plan based on the market positioning of the product and these social media survey data, so as to seize opportunities while avoiding detours.