Facebook is still the dominant social site in the USA, but even more adults are now signing up to multiple platforms. 

These findings come from Pew Internet’s latest research, based on a sample of 1,800 adults.

Currently 73% of online adults now use social networking sites, and with our friendship groups, colleagues and professional connections scattered across even more social networks than ever before, it has become a necessity to sign up to multiple platforms in order to engage with them all.

I’ve even had to adopt a second Twitter account to separate my own ‘church and state’ (or less-professional nonsense from even less-professional nonsense.)

Here are some more social network stats from the research, covering Facebook, Pinterest, Instagram, LinkedIn, Twitter, and the relative audience crossover between each platform.

  • 36% of online adults use only one social network.
  • Among those that use only one social network, 84% are Facebook users.

Which platform is the non-Facebook using, single social site visitor using? 

  • LinkedIn 8% 
  • Pinterest 4% 
  • Twitter 2% 
  • Instagram 2%

LinkedIn, Facebook’s nearest US rival carries the largest share of non-Facebook users. Understandable as this social network is targeted at professionals, who may not necessarily go on in for the networks that skew towards younger demographics.

A significant majority of Twitter, Instagram, Pinterest and LinkedIn users also use Facebook. For instance, 83% of LinkedIn users visit Facebook as well as 93% of Instagram users.

Outside of Facebook, the sites with the highest reciprocity are Twitter and Instagram, having the biggest overlap in demographic, with urban dwelling, younger adults forming the core user groups for each. 53% of Instagram users also use Twitter.

Here’s a breakdown of the percentages of online adults and the social networks they visit.

Pinterest has seen the steepest year-on-year rise, but of course Facebook is the dominant figure on the horizon, 50% above its nearest rival.

Here are some more interesting stats from the research:


  • 71% of online adults are Facebook users. This is slightly up from last year’s figure of 67%.
  • Facebook has increased in popularity with the older generation, with 45% of online adults aged 65 or older using the site. This has risen from 35% in 2012.
  • 63% of Facebook users visit the site at least once a day.
  • 40% of Facebook users visit multiple times a day.

Instagram and Twitter

  • Instagram users are just as likely to check in to that site as Facebook users are with Facebook. Which is obviously a double-win for Facebook.
  • Instagram and Twitter have a much smaller number of users, but the users tend to visit these sites more frequently.
  • 57% of Instagram users visit the site once a day.
  • 35% of Instagram users visit the site multiple times a day.
  • 46% of Twitter users visit the site once a day.
  • 29% of Twitter users visit the site multiple times a day.


  • Women are four times more likely to be on Pinterest than men.
  • Just 23% of Pinterest users visit the site on a daily basis.


  • LinkedIn is mainly popular amongst graduates and online adults from higher income households.
  • It’s the only social network where usage among the 50-64 age bracket is higher than 18-29.

For UK based social network stats, read 2013’s 20 mind-blowing social media statistics.

Christopher Ratcliff

Published 8 January, 2014 by Christopher Ratcliff

Christopher Ratcliff is the editor of Methods Unsound. He was the Deputy Editor of Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

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Comments (2)


William Forrest

Facebook is the number one social media site in USA. And older people find it easier to use the facebook than other social media account

over 4 years ago


Cathy Hu, SEO at Shoplet

That's quite a lot. However, there are more and more different social media platform coming up. Facebook will not be the only one. Small business like Shoplet (http://www.shoplet.co.uk/) is trying to take advantage of social media to generate web traffic as well.

over 4 years ago

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