Reciprocity between the social networks

Social media is not just for teenagers. Obviously.

About 73% of web-enabled adults in the United States now use a social network.

According to a newly released report by The Pew Research Center’s Internet & American Life Project that provided results of a survey of adult social networking users in the US, more respondents use multiple social networks (42%) than use a single one (36%). The survey, Social Media Update 2013, covered an array of social networks, including Facebook, Twitter, Instagram, Pinterest, and LinkedIn.

Although Facebook is the largest social network, many adults are diversifying their tastes.  Facebook claims 71% of US adults. This number is up from 67% in late 2012.

Facebook and Instagram exhibit especially high levels of user engagement: A majority of users on these sites check in to them on a daily basis

Many marketers already take advantage of the importance of social networks. See our article, on the importance of Facebook & Google advertising for ROI based on the data from a survey by Ad Age and RBC Capital Markets.

Many marketers ask: “How many social networks should I use to promote my brand?” This Pew Report also helps shed further insight into this lingering question that faces many brands and enterprises as well.

SOURCE: Maeve Duggan and Aaron Smith, Pew Research Center, January 2014, “Social Media Update 2013”