The U.S. is edging ever closer to social media saturation, with the percentage of adults using multiple social networks to communicate with each other now at 73%, and — partly thanks to the rise of mobile apps — the number of people on multiple networks now at 42%, according to figures out today from the researchers at the Pew Research Center.
Facebook — the world’s largest social network with 1.19 billion users — remains the most popular in the U.S. as well, with 71% of U.S. adults on it. In other words, nearly all adults on any social network at all are using Facebook. That’s four percentage points up from last year’s 67%, Pew notes.
Moving down the ranks, there is a lot more wiggle room for the next-biggest network. LinkedIn — site that bills itself as the “professional” social network focused on networking, job hunting and professional information and news — is hanging on at the number-two social network, with 22% of U.S. adults using it — up 2% on last year. Close on its heels is Pinterest — which has vaulted over Twitter to number-three position with 21% usage.
Twitter — despite the different services that it has launched to increase engagement like Twitter Music other discovery services; and despite the increased attention around its IPO — has only grown by two percentage points to 18%. Hot on its heels is Instagram at 17%.
For these sites, which are constructed in large part around advertising-based business models, critical mass is crucial: you won’t visit a site if no one else is using it.
More to come.
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