Pew Research released their latest social media usage report. Here are some takeaways:
YouTube is by far the most widely used platform. Usage by age:
18-29: 93%
30-49: 94%
50-64: 86%
65+: 65
Pew's latest research surprised many by revealing that Facebook is second in usage only to YouTube. Even in the lower age brackets (18-29), usage is still high (68%).
The integration of shopping features into social media platforms is streamlining the customer journey. Instagram and TikTok now offer seamless in-app purchasing, while Facebook Marketplace continues to grow. 48% of users report discovering new products on social media before any other channel.
Micro-influencers (10k–100k followers) are proving more effective than mega-influencers in engaging niche audiences. Their content feels more genuine and targeted. 82% of consumers are more likely to trust a recommendation from a micro-influencer than from a traditional ad.
Users are no longer sticking to one platform. Cross-platform strategies are key to reaching audiences across Instagram, TikTok, LinkedIn, Twitter/X, and emerging platforms. 87% of consumers use multiple platforms daily, and each has unique engagement styles.
Pew and others will release year-end reports that should reveal even more about usage trends. Stay tuned!
