Libraries have fully embraced social media as a way of reaching and engaging with patrons in new ways. But social media is no different than any other technology: Trends and usage ebbs and flows as new groups discover existing tools and new tools become popular. One resource for navigating the changing social media landscape is Pew Research Internet Project, which recently released updates to its research based on a survey of U.S. adults who use the internet conducted in September 2014.
Facebook is still king, with 71% of online adults using the site, but this hasn’t changed since 2013. And those who are on Facebook continued to use it often, with 7 in 10 using the site daily and 45% using it several times a day. Another first for Facebook: In the 2014 survey, more than half (56%) of internet users older than 65 were on Facebook (31% of all adults 65 and older).
Instagram, Twitter, Pinterest, and LinkedIn all saw significant growth since 2013, with usage rates of 23% to 28% of online adults. And more than half (52%) of online adults used two or more sites (up from 42% in 2013). Instagram boosted its usage particularly among young adults (ages 18-29), of whom 53% used the site. While female users continue to dominate Pinterest, 13% of online males also used the site in 2014, compared to just 8% in 2013.
Learn more about the changing demographics of social media users and get updated frequency usage stats with the full report. We’re busy digging into analysis of our own research on how public libraries are using social media as part of our biennial study. Keep an eye out for 2014 results from this study later this year. In the meantime, check out our 2012 results for Colorado and the United States overall.
Note: This post is part of our series, “The Weekly Number.” In this series, we highlight statistics that help tell the story of the 21st-century library.