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2021 Social media usage statistics and research from my friends at Edison Research and Triton Digital, included in their latest annual edition Infinite Dial Report showing surprising changes in the way Americans use social media.
I strongly encourage you to download All reports for free because there is a lot more interesting information than what I have analyzed for you here.
Methodical note: this is not some quick poll that a marketer puts together. Edison is one of the most prestigious research institutions in America. This is a random sample survey of 1,507 people, with participants balanced to match US gender, age, and racial distribution. In short, this is data you can trust.
Let's dive into these social media usage statistics and discuss the real implications of the research.
- Social media usage will increase slightly in 2021.
- TikTok drives growth in social media usage among young people.
- Facebook's popularity continues to decline among young and middle-aged people.
- Twitter regains influence.
Society Media usage has increased in the US, driven by the Pandemic
About 233 million Americans use social media in 2021. This is a slight increase from 2020. Overall, however, social media usage was only slightly higher in 2021 than five years ago. Therefore, it can be reasonably deduced that the total number of social network participants in the United States is unlikely to grow in the near term.
Social Media Usage: Total US Population, 2008 to 2021
The Rise of TikTok
Often, when new social networks appear, they are first adopted by young people, then the user base becomes more reflective of America as a whole as older people start logging in.” new thing".
Before 2020, the lack of new social networks suggests that use of social networks has not even increased among young people.
Even now, among 12- to 34-year-old Americans, Facebook use has dropped from 79% of that group in 2017 to 57% today. Snapchat usage has dropped from its previous steady 62% to 55%. Twitter is down 36% to 34% and up from last year at 29%. Both Pinterest and Linkedin are as they were in 2017 at 36% and 23% respectively, after recovering from a small percentage drop over the past year or two.
One social network that is still growing steadily among young Americans is Instagram, up from 66% to 70% in the last two days
Most shocking was the rise of TikTok. This social media platform first gained popularity in 2020 with around 25% usage and only continues to soar in 2021 up to 44% usage. This first attraction to TikTok may have been due to the platform's resemblance to the once-popular social media app Vine.
TikTok usage of which 12 – 34 nearly doubles from 2020 to 2021.
Facebook usage is only increasing among them 55 and Older
While Facebook is the most popular social network, the only demographic that has seen an increase in users is 55 and the older age group. Every other age group had a drop.
Facebook is still the most popular social network in the US
Social media usage is increasing among people 55 and older.
Twitter Regain influence
In 2018, Twitter hit the lowest usage percentage across the board but since then it has regained the usage percentage. Popularity equal or higher than usage in 2016.
Snapchat makes users crave 12 – 34 Age group
Similar to Facebook, Snapchat has a significantly reduced user base within the 12-34 age group. With young people spending more time at home during the pandemic, entertainment content on TikTok has attracted more users than the more communication-focused Snapchat.
Don't forget to download the full set Infinite dialing 2021 report. Today, there are more exciting finds in digital media and how models are changing.
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